The success of any brand is not the success of one point, but the success of the whole system.
Since Nongfu Spring fell into a crisis of public opinion, some netizens' evaluation of Nongfu Spring may be extreme. Anger is anger, but from an objective point of view, Nongfu Spring is still the leader of the drinking water market, so why is Nongfu Spring so strong and sits on the top spot in drinking water?
Some people may say: "It's not that the Nongfu Spring advertisement is done well, Nongfu Spring is a little sweet, and most adults know this advertisement of Nongfu Spring".
Someone else will say, "Nongfu Spring has a good name, and it uses natural water (surface water such as rivers, seas, rivers, and lakes), but it gives people the feeling of mineral water."
In fact, these are the phased victories achieved by Nongfu Spring on the spot, which cannot help Nongfu Spring achieve the final victory.
Let's take advertising as an example, no matter how good the advertisement is, Nongfu Spring will not run into the hands of consumers by itself, and consumers will rarely take the initiative to search and buy it on the Internet. What exactly consumers buy in a supermarket depends mainly on what the supermarket has. No matter how good the advertisement of Nongfu Spring is, if it can't successfully enter the supermarket, everything will be in vain.
Of course, some people will think that as long as the advertising is done well, there will naturally be many supermarkets that take the initiative to wholesale Nongfu Spring. Is this really the case?
People who open supermarkets don't think so, because recently a merchant who shouted about Wahaha business has become popular and has gained huge traffic. He said that he has been running a supermarket for 4 years and has never seen Wahaha's business enter the store, but the business of Nongfu Spring and Cestbon will come to the store once a week. In addition, most consumers who enter the store will not name which brand of water they want, it is all temporary, without any brand loyalty, and consumers will buy whatever water is placed on the shelves in the supermarket. In other words, the supermarket sells the same water, and the only difference is the gross profit and display fee.
If a supermarket can steadily sell 100 bottles of water every day, and can earn 5 cents for each bottle of Nongfu Spring and 8 cents for selling a bottle of Wahaha, then no matter how good the advertising of Nongfu Spring is, the supermarket will be more willing to choose Wahaha. Vice versa.
In the final analysis, the secret of FMCG success is still "the one who wins the channel wins the world", even if it is a less well-known brand, as long as it can enter supermarkets all over the country, then you will become a well-known FMCG brand. But the question is how to get the channel? The answer is to lure them with profit. After all, everyone opens a store to make money, and whichever brand can bring greater profits to themselves, choose which brand, which is also in line with human nature.
The deep-seated reason for the success of Nongfu Spring is that it attaches importance to channels and understands human nature.
As a pioneer in the domestic beverage industry, Wahaha definitely knows the importance of channels. Wahaha's success is also the success of channel construction. Compared with Wahaha pure water, Wahaha Nutrition Express products do better, and many supermarkets can see this product.
However, through the feedback of terminal merchants, it can be seen that the most fundamental reason why Nongfu Spring and Cestbon are the top two in the field of drinking water is that there are countless salesmen serving the terminal. Wahaha has not done very well in channel development. In some areas, there may only be distributors, but there are not enough salesmen to run the market. This is also the fundamental reason for Wahaha's relatively low market share.
There are two main reasons why Wahaha's distributors don't send more salesmen to compete with Nongfu Spring and Cestbon? There are two main reasons: First, Wahaha's wholesale price is a bit high, and the supermarket's profit margin is limited. Second, the display fee is not as high as Nongfu Spring.
Under the influence of these two reasons, even if the dealer recruits a lot of salesmen to run the market, in the end, it is in vain. After all, supermarkets want real profits, and when Wahaha can't provide it, they will turn around and choose what is more beneficial to them.
Since the outbreak of the Nongfu Spring incident, some terminal merchants have said that they will return the cabinets of Nongfu Spring and sell Wahaha instead. After the video was released, it brought huge traffic, but this move was also questioned by peers, because a freezer in Nongfu Spring may bring 600-1000 yuan to the supermarket for the display fee, are you willing to return this freezer?
By questioning the views of merchants, it can be seen that one of the most important reasons why Nongfu Spring can be invincible in the channel is that it is willing to spend money. When competitors dare not give such a high display fee, you naturally have a larger row in the supermarket, and it is reasonable to become the first.
If we are really entrepreneurs, then we must abandon the influence of online public opinion and deeply explore the reasons for the success of enterprise entrepreneurship.
This is the best era, but also the worst era, with capital thinking and new business model integration, the whole world is your stage!
In the world of new business, there is no eliminated industry, only the subverted out of the enterprise, and now all business competition will focus on "model innovation and capital operation".
A company or a boss, if there is a shortage of innovation ability and capital thinking, is destined to lose in advance.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!