Original: Li Chuanjiu
Recently, from the circle of friends to see some people commenting on the marketing gains and losses of Kowloon Zhai, mixed praise and criticism, I paid attention to the Kowloon Jai, collected some information to make some understanding, and formed the following views for everyone to discuss.
The information collected on Kowloon Zhai includes:
1. Jiulong Zhai is a sour plum soup, with a long history, exquisite ingredients and craftsmanship, and even has a Qing royal family lineage, and has a good folk foundation in the Beijing area, which belongs to the characteristic products of old Beijing.
2. It is a product of yanjing beer, a state-owned enterprise.
3. In 2017, the well-known Shanghai Trout Company (Shanghai Trout Strategic Positioning Consulting Co., Ltd., Wang Laoji/ Jiaduobao's trader) was invited to do strategic consulting, positioned as "degreasing, drinking Kowloon Zhai", and at the end of the year, it launched a large-scale national investment promotion, with the goal of creating a 10 billion brand.
4. I did not find the specific sales data of Kowloon Zhai, but the most commented on Jingdong e-commerce was 64,000.
<h1 class="ql-align-justify" > is "degreasing" or "degreasing"</h1>
The original appeal of kowloon sour plum soup is to relieve the heat, Trout company repositioned it as "anti-greasy", personally think that degreasing is better. There are two main reasons, the first of which is:
1. The "anti-greasy" market demand is large, and there are many alternative drinks for the summer, can you catch up with a bottle of iced Coca-Cola in the sweltering heat?
2. Degreasing is a strong need to solve the pain points, do you have palpitations after eating big fish and meat, and those dishes with a thick layer of oil on the bottom of the plate? The heat is much calmer, and it is also okay to blow air conditioning.
3. Degreasing is a more scenario-based interest appeal, you immediately automatically make up for the oily scene when you eat hot pot, boiled fish, etc., it is easier to be moved;
The essence of scene marketing is a kind of focus trade-off, for the target population, sales channels, terminal sales points of the focus, in today's FMCG excessive competition has been white-hot era, brands must be grafted to bundle a precise consumption scene to promote, in order to be successful, this article does not expand on the elaboration.
The second and most important aspect is that anti-greasy drinks are still blank in the market in China, and no brand occupies this consumer's mental cognition, which is a huge market opportunity. So Trout says that Kowloon Jai is a $10 billion brand opportunity, which makes sense; of course, the road is long and arduous.
<h1 class="ql-align-justify" > young people have a hard time making drinks bigger if they don't buy it</h1>
The beverage industry has a spell that everyone is easy to ignore, many companies and beverage brands are shot; the main force of beverage consumption is young people, children, they drink drinks not enough, they pay attention to fun, delicious, highlight personality, face, etc., do not pay attention to health; middle-aged and elderly people pay attention to health, attach importance to nutrition and health care functions, but they are generally not used to drinking drinks, preferring to drink tea or water; not to mention that many middle-aged and elderly people are afraid of sugar and cold.
This is the reason why many Chinese herbal health drinks such as goji berry drinks, honeysuckle drinks, and Huai Yam drinks cannot be sold. Can we guide the elderly in education to change? Don't try to change people's habits, otherwise you'll die ugly!
Who are the target customers of Kowloon Zhai planned by Trout? This is a question that must be answered first, just as it is as important as the first question of the revolution to be answered first, "Who is our enemy and who is our friend?" From the Jingdong Mall, it can be seen that Kowloon Zhai has two specifications, 400ml PET plastic bottles and 300ml glass bottles, mainly 400ml PET bottles, which should be used as ready-to-drink drinks mainly for outdoor drinks.
Let's take a look at the advantages and disadvantages of Kowloon Sour Plum Soup.
Advantages: good taste, exquisite recipe, old Beijing has a long history began in the Qianlong period of the Qing Dynasty, high private acceptance in Beijing area, state-owned enterprises under Yanjing, in the Beijing-Tianjin area has a large sales base and cognitive foundation.
Disadvantages: 1. Kowloon Zhai brand name is old-fashioned, brand logo is also old-fashioned (decent black characters on yellow background), 400m big red background color is not foreign; The newly revised packaging design should be the work of Trout Company, the addition of Xianglong, Xiangyun, Phoenix, Qing Dynasty Prince or Brother's head, the royal palace gate and other elements, but there is a sense of history, royal taste, but not necessarily the drink heavy consumer crowd young people like; it will be self-defeating, will young people think that holding a bottle of Qing Palace style of the historic Kowloon Zhai will be very old and very different? 3. In fact, the name of the category of sour plum soup is not fashionable; 4. Will young people think that although you can get rid of the grease, it is not difficult to drink, that is what grandparents, parents and parents drink, how can I drink what the older generation drinks? I still don't drink well, drinking a bottle of drink is not a big deal, being laughed at is a big deal, face is very important!
It has been nearly two years since Trout Company tutored Kowloon Jai, how is it selling? Jingdong mall is also a beijing time-honored sour plum soup brand called Xinyuan Zhai, 300ml glass bottle with 270,000 reviews, 380ml PET bottle has 47,000 reviews, it seems that many people do not know the Xinyuan Zhai (haha contempt people did not know before), selling better than Kowloon Jai! This is the case on JD.com, and the overall market share will not be much worse.
In fact, it is not difficult to understand that if Xinyuanzhai does not have a lot of non-divided thoughts, and thinks about doing a good job in the Beijing market with the most cognitive advantages and market foundation, it will reap a good sales result, and the marketing cost will not be very high. This is FMCG's tried-and-true focus on business strategy.
<h1 class="ql-align-justify" > how Kowloon Jai should break the game</h1>
It's easy to ask questions, and it's even more important to suggest a solution. How did Kowloon Jai break the game?
1. Launch a special youth version of the product for young people, the design style elements should be fashionable and fun, catering to the preferences of young people, the brand name of "Kowloon Zhai" can not change, the current 400ml specification capacity can not change, the youth version first only do PET bottles of ready-to-drink.
2. Anti-greasy positioning appeal continues to be used for promotion.
3. In terms of sales and operation strategy, first focus on Beijing and Tianjin, which are both cognitive and brand potential areas, and do a thorough job for the camp step by step, which will definitely be more effective with half the effort.
Next, depending on the brand, market development degree, competitive situation, etc., consider the expansion to North China, mainly because North China relatively recognizes sour beverages, product transportation distance is short, and the cognitive basis of Jiulongzhai brand and sour plum soup category will overflow to affect the nearest region. It is imperative not to launch the market on a large scale in the whole country at the same time, especially if the market is not in the target development area, it must be completely left untouched.
<h1 class="ql-align-justify" > has "national liquor Maotai", but it is difficult to have "national drink Jiulong Zhai"</h1>
Shanghai Trout Company is the number one strategic positioning consulting company in China that I respect, and the "first person to position China" Teacher Deng Delong is a master of strategy and positioning that I admire, but mr. Deng does not recognize the strategy of "National Wine Maotai and National Drink Kowloon Zhai" proposed by Mr. Deng to Kowloon Zhai. Why? Liquor is a strong demand, a strong category, beverages are relatively weak demand, if the category; liquor has more cultural heritage, historical origins, process requirements, more likely to have a strong association with the "country"; beverages are imported products, cultural attributes are weak.
Baijiu has strong social attributes, such as as as gifts, especially Maotai, the social function of drinks is much weaker; the sour plum soup category is less accepted in southern China, which generally prefers sweet taste; and so on. There is still a chance that Kowloon Jai will become a regional strong beverage brand. But tens of billions of sales are just the starting point is a bit mysterious!
Summary: In any case, after all, the product quality of Kowloon Zhai sour plum soup is excellent and delicious, there is a history and regional mental cognitive resources with market and sales base, or there are many opportunities; as long as the strategy is appropriate, abandoning the rush to make quick gains, and controlling the rhythm step by step, success should not be too far away. I wish the old Beijing Kowloon Zhai a good journey and flourishing.
The above personal views, the amount of information is limited and hastily written, aimed at throwing bricks and jade, and inappropriate points are welcome to advise.
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