The ancients said: "Those who know change with the times, and those who know make things as they go." In the business world, this statement is especially profound. With the advancement of globalization, the boundaries between local and foreign brands are blurring, and sometimes it is difficult to tell the true nationality of a product.
In this context, a seemingly ordinary but hidden Japanese brand has been lurking in the Chinese market for 60 years, silently reaping a huge profit of 6.5 billion yuan every year. This brand is the well-known Yakult.
Yakult, a red and white bottle filled with sweet and sour lactic acid bacteria drink, can be found in the refrigerator of almost every supermarket.
However, many Chinese consumers do not know that this seemingly friendly "domestic product" is actually a Japanese company, which has successfully disguised itself as a local Chinese brand and won the favor of countless consumers by relying on Chinese packaging and popular marketing strategies.
However, when the truth is revealed, we have to ask: do consumers have the right to know the true origin of the products they buy, and what should we think of this phenomenon and its impact on local Chinese brands and markets?
01
The reason why Yakult has been able to occupy a place in the Chinese market is that its unique advantages cannot be ignored.
It has a sweet, sour taste and is good for digestion, which makes it a favorite among parents and children alike. In today's increasingly refined diet, Yakult is a healthy beverage option that meets people's needs for digestive health.
In addition, at the beginning of Yakult's entry into the Chinese market, it keenly captured the focus of domestic brands such as Mengniu and Yili in terms of nutrition and health.
As a result, it quickly stood out in the market with its characteristic lactic acid bacteria drink. This differentiated competitive strategy not only makes Yakult unique among many brands, but also wins it a large number of loyal consumers.
02
Yakult's marketing strategy has been very successful.
After its success in the Japanese market, Yakult turned its attention to the international market, first gaining a foothold in the Taiwan market and then gradually entering Chinese mainland in 2002. This step-by-step strategy has enabled Yakult to expand its influence in the Chinese market.
At the beginning of entering the Chinese market, Yakult first launched this lactic acid bacteria drink in Guangdong. With its unique taste and health benefits, Yakult has quickly gained the love of consumers.
After seeing the positive response from the domestic market, Yakult gradually promoted it to the whole country. This cautious and pragmatic attitude has laid a solid foundation for Yakult's long-term development in the Chinese market.
What's more worth mentioning is that Yakult has always insisted on making only this one lactic acid bacteria drink, and has continued to improve and innovate to cater to the tastes and needs of more consumers.
This rigorous pursuit of product quality and keen insight into consumer needs has enabled Yakult to maintain its leading position in the Chinese market.
According to statistics, Yakult sold only about 60,000 bottles a day when it first entered the Chinese market, and by 2020 this number had soared to a staggering 40 million bottles!
03
However, just when Yakult was in full swing, its identity as a Japanese brand was revealed. The news shocked many consumers who have always regarded it as a domestic product.
Because Yakult's packaging and promotional strategy has always been very localized, many consumers have long been mistaken for thinking that it is a domestic brand. Therefore, when the truth was revealed, many consumers were disappointed and angry.
As consumers gradually understand the true identity of Yakult, some people began to choose to abandon the brand in favor of genuine domestic products.
This shift not only reflects consumers' preference and support for local brands, but also reveals the potential risks and challenges that foreign brands may face when localizing their marketing in the Chinese market.
At the same time, with the continuous progress of China's science and technology and the improvement of innovation capabilities, more and more domestic brands have begun to catch up with foreign brands in terms of quality and performance.
This also makes consumers more inclined to support domestic brands when choosing products, further intensifying the competitive pressure on foreign brands such as Yakult in the Chinese market.
In the face of this situation, some netizens suggested that in the future, a clear distinction should be made between domestic and foreign brands in trademarks, so that consumers can have a clearer understanding of the true source and nationality information of products, so as to make more informed choices and decisions.
Such a suggestion is undoubtedly worthy of our deep reflection and adoption in order to promote the formation and development of a more fair, transparent and competitive market environment.
The story of Yakult is not only a business case, but also a research topic about brand identity, marketing strategy and consumer psychology. It has been lurking in the Chinese market for 60 years, silently harvesting 6.5 billion yuan per year, which proves the success of its marketing strategy.
However, when the truth is revealed, consumers are starting to re-examine their choices. This is not only a challenge for Yakult, but also a cautionary tale for all foreign brands to their strategies in the Chinese market.
In today's increasingly globalized world, brand nationality is no longer the only factor in consumer choice, but integrity and transparency are still the keys to earning consumer trust.