- Chief Business Intelligence
- Chief Business Intelligence
Introduction: Deeply involved in the "fake domestic products", suspected of "Hong Kong independence" and piracy turmoil [Pocari], in Japan was sprayed undrinkable, but in China it firmly ranked first in the best-selling beverage list, the official website shows that the cumulative global sales of Pocari Water in 1930 were as high as 10 billion bottles!
(Source: Pocari Water Official Website)
Needless to say, Pocari Water is one of the most successful marketers, and since entering China in 2003, it has also made a lot of money in China.
However, in the past two years, Pocari Water has experienced scandals such as being exposed as counterfeit domestic products and suspected of supporting "Hong Kong independence".
Some professionals pointed out that the sugar content of a bottle of Pocari Water is about equal to 7 sugar cubes!
And every time I thought it was going to disappear in the Chinese market, it could always turn over and rely on various means to get out of the circle to make sales reach a new high!
What did he do to invade the Chinese market?
Japanese pharmaceutical companies make drinks and sell them to the Chinese
Netizens said that the money was too ugly
Pocari Water is a functional drink produced by "Otsuka Pharmaceutical Co., Ltd.", and when it was developed and promoted, he knew that according to the population of their country, he might not even be able to get back the cost, so the Chinese market became his first target.
The first step of pseudo domestic products is to first give a Chinese name, [Baokuli Water Special], but this character is a Chinese character, but there is no Chinese flavor! The charm of China also depends on the Chinese, such as "Wang Laoji", "Wahaha", "Tea Yan Yueshi", etc., this is the real domestic product.
Many people said that after learning about the Japanese name of Pocari Water, they said that fortunately he changed it. Otherwise, if you sell it in China under a Japanese name, you won't dare to drink it!
THE JAPANESE NAME OF POCARI SWEA IS TYPICAL JAPANESE HUMOR, THE FIRST POCAR IS JUST BECAUSE IT IS EASY TO READ, AND SWAA IS DIRECTLY TRANSLATED AS "SWEAT".
A drink can use the "taste of sweat" as a promotion, and the liquid medicine that originally needs to be injected with a needle can be taken orally, and the Japanese have a big brain hole. Thanks to the fact that the protagonist of its development is electrolytes, if the protagonist is replaced with cephalosporin, the result is unbelievable.
What really surprised netizens was that after being picked up by disguising Chinese brands to make money, not only did they not make a big splash, but even reversed the victims?
Fake domestic products are plagiarized by the Chinese people? It's not too outrageous
I believe that I have not drunk Pocari, but the taste of sweat, you must know. So, that unique, lightly salty taste, in the era when sweet drinks are king, instantly stood out and attracted a large number of die-hard fans.
In fact, it is not difficult for something that is unpleasant to make it delicious.
Like the herbal tea of Cantonese people, Grandma often says "It's too bitter, add a little salt, and it's delicious". Grandma knows the life skills, but in China it has long been rotten on the streets, but the Japanese will market, take the sword and pretend to be a trend.
Some food companies have taken a fancy to this, whether it is from the name or trademark, they are moving closer to [Pocari Water], and they have even been picked up by netizens, not only the design is rubbed, but some of them have even been revealed to be unqualified in random inspection.
Pseudo-domestic products are plagiarized by the Chinese, and the slogan of "Water of Life" is [Pocari Water] really so attractive?
Electrolyte drinks, which are rumored to cure all diseases?
Netizen: IQ tax
Electrolyte supplementation was first used in the medical field, but how can anyone get sick every day? You must know that Otsuka Pharmaceutical, the parent company of Pocari Water, spent a huge amount of money on the development of this product.
Therefore, with their plan, a "Pocari culture" was slowly formed in China, and what they didn't expect was to bring a batch of electrolyte drinks to the fire.
"Electrolyte supplementation is a trend among young people" and "Drink medicine as a drink" are being resisted by more and more netizens.
The prices of different sports drinks are different, basically 5 yuan, and netizens complain that they are all technology and ruthlessness.
According to the requirements of the "Food Nutrition Labeling Management Standards" issued by the Ministry of Health of China, beverages with a sugar content of less than or equal to 5g/100mL can be called low-sugar beverages.
However, the test results found that the total sugar content of Pocari Water was 6.3g/100ml, which is not a low-sugar drink.
The state stipulates that the sodium content range of functional drinks is 50-1200mg/L, and the potassium content range is 50-250mg/L.
Pocari water meets the low sodium requirement, but in terms of potassium content, the content is on the high side.
Pulsations in the top 10 best-selling sports drinks, no electrolytes, only vitamin supplements.
Not only that, Pocari Water has launched a powder package, which contains 98.1g of white sugar per 100g, which is all about technology and hard work.
Some netizens directly recognized the electrolyte drink, refused the IQ tax, and shared how to make homemade electrolyte drinks.
Disguised as a domestic product, but the position is not firm
This time, netizens didn't buy it
To invade a new market, you need to know "China" better than the Chinese, which is a trick that the Japanese can play until the earth collapses.
First of all, we spent tens of millions of yen on the design of the packaging, not including the cost of the design competition.
In order to make this drink more people accept and improve the use rate of different scenarios, they have done everything that Chinese will do. Sponsor the Asian Games, hold youth competitions, and even be labeled as recognized by the "General Training Administration of the National Sports Administration".
Baocari Water, relying on the "hat" of state-owned enterprises to advertise domestic products, sold hundreds of millions of bottles, but in the face of the "position" issue, it is particularly unfirm.
After being picked up by netizens, he wrote a letter of apology. However, some netizens still didn't buy it, pointing out that two-thirds of the full text was promoting the product, and the apology only took up part of the page.
Translation: "According to our company's credo, 'Otsuka people – creating new products that promote a healthier world'. We always do our best to support the health of people from all over the world. We apologize for the inconvenience caused by our July 9 response. "
On the other hand, real state-owned enterprises adhere to the one-China principle, such as Garden biscuits, which produced anti-Japanese labor cakes for the country during the Anti-Japanese War, producing 90,000 kilograms in 7 days.
Hongxing Erke still chose to donate tens of millions of materials when it was difficult to protect itself.
Of course, there are also famous Chinese businessmen who have also been exposed, "Chinese lack of money, what does it matter to me?"
Relying on contradiction, gimmick, is not a long-term solution
Only by doing a good job of the kernel can it be stabilized
People tend to pay more attention to the one that says "no" first.
In the case of Pocari Water, the "blue" represents that Pocari is the first step of his rebellion.
With the crazy output of "money ability", his "Pocari Girl" has a new character every year, which caused a wave of heated discussions, and the brand sat back and waited for the harvest.
However, the market orientation has changed, and excessive marketing will have the opposite effect, but some products made with heart will be well received.
On Baidu's preferred data, it shows that [Alien Soda] ranks first, and Pocari Water has fallen to fourth, with a score of only 4.6.
Has the market been rolled up like this? Where is the light of domestic products?
Write at the end
China's huge population base has attracted more foreign companies to join.
Since China's accession to the WTO. In order to integrate into the Chinese market faster, some foreign companies have adopted more Chinese names, such as IKEA, BMW, Mercedes-Benz, Hualunong, etc.
Chinese companies, because of the better feeling brought by foreign brands, and registered foreign names, such as TCL, Oaks, etc., they rely on brand names to enter the market, rely on their own strength to stabilize the market, and also successfully break out of the world.
There are also some companies that provoke the feelings of the family and the country, which have been dug up and boycotted by netizens in recent years.
For example, MINISO, with the phrase "Welcome to MINISO", successfully established a Japanese brand image, and only began to promote itself as a Chinese local brand after being found to be a fake Japanese product, but some netizens still said: It's too hypocritical!
Now the performance of MINISO's physical stores has declined, and the stock price has fallen to two-thirds. If it weren't for MINISO starting to lay out overseas business 15 years ago, it is estimated that it would have been cool.
Coincidentally, the logo of Yuanqi Forest is replaced with "CHI" in China with a sense of handwriting with a brush, and it is replaced with "CHI" in the overseas version.
However, thoughtful netizens found that the logo of Yuanqi Forest has recently been de-daily and replaced with China's "qi".
Looking at all foreign brands, their methods of opening up the Chinese market, in addition to technical support, the most important thing is to integrate into the local culture and then build their own brand image.
On the other hand, some domestic products rely on fake foreign goods to get out of the circle, but they are familiar with cultural invasion, that is, Lao Tzu and Dad have switched.
Most of the domestic products have been deeply involved in products for decades, and they will only engage in craftsmanship if they don't understand marketing. If you don't work hard enough, you can set off a wave of wealth for them.
But I think that whether this wave of traffic can be caught depends on the brand itself, whether it has the courage, what do you think?
Therefore, if a brand wants to be based on the market for a long time, in addition to sticking to the original intention, it must also stick to the value of the product.
Do you still know which domestic products have disappeared because they don't understand "marketing"? What products are rubbing the edge of "foreign goods"? Welcome to leave a message in the comment area to discuss, express your own opinions and opinions, thank you.
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