"Ouch, I'll go, the price of iced tea has gone up? It's going to make the DS miserable!" As soon as the summer came, the brand brother received this bad news. 4 yuan becomes 5 yuan, although it is only one dollar, but for the poor students who pour iced black tea every day, this is simply worse! Just when I was worried, I suddenly found a drink called "Yineng", which is only 3 yuan 5 per liter! This has to make people wonder: is this thing reliable?
Brothers, this issue is really not just a meal! Let's just talk about this Yi Neng realistically, what to say, and never hide it. Listen, this Yi Neng is not a grassroots counterattack, there is a big reason behind it!'
Let's start with its origins. Yineng was established in Taiyuan, Shanxi Province in 2016, and it looks like a little transparent with no name. But don't be fooled by its innocent and harmless appearance, this guy has a "royal relative"! Have you ever heard of "celebrity" sodas? That's right, it's the big brother of domestic soda that can be seen everywhere. Yi Neng actually jumped out of the belly of a celebrity!
What's going on? The celebrity had a sales company in Taiyuan, Shanxi, which was later renamed Shanxi Youzhen. Shanxi Youzhen registered the Yineng brand and began to produce soda. Can you believe it? At that time, Yi Neng and the celebrity were brothers, but they fought each other inseparably! The soda water of the two looks similar, tastes the same, and even the placement is the same, but the price is different. Yi Neng has played with cost performance since birth, and the 350ml lime flavored soda is only sold for 1 yuan in Beijing Wumart supermarket!
Later, Youzhen suddenly stopped using the Yineng brand and used her own name instead. The Yineng brand is in the hands of Shanxi Yineng Beverage Co., Ltd. This can confuse the brand brother: Shanxi Yineng, Shanxi Youzhen, Henan celebrities, what is the relationship between these two people?
Just as I was thinking about it, I had a flash of inspiration, and I picked up the Eneng soda in the refrigerator and looked at it, good guy! The production entrusting party turned out to be Shanxi Youzhen! Now it's a shame, right? Another check of Yineng's official account, the registration subject is impressively written "Shanxi Youzhen, Shanxi Yineng". Now you can be 100% sure that Youzhen and Yineng are a family!
And what about celebrities? Brand brother guess, either the celebrity secretly supports, or the celebrity's relatives and friends do it. If you look at their soda packaging, they are brothers! Now the truth is revealed: Yi Neng is not a grassroots at all, it was born with a golden spoon!
But ah, it's not enough to have a good parent, Yi Neng himself also has two brushes. Its product strategy can be summarized into two points: one is a wide range of categories, and the other is to focus on the sinking market.
When it comes to categories, Yi Nengke is a greedy master. Electrolyte water, fruit juice, sparkling water, soda, fruity honey water, plant drinks, tea drinks, as long as it has become popular in recent years, it must be mixed with a foot! Which one is popular, which one is the main one, it is simply a speculator in the beverage industry!
Speaking of the sinking market, Yinengke is a "star" in a small county town and township. It does not compete with big names, and specializes in dominating in third- and fourth-tier cities. Especially those snack shops that are popping up everywhere, Ienko is a regular customer!
The most powerful thing is its price strategy. Soda water is 1.5 yuan a bottle, peach water is 1.8 yuan 500ml, and a liter is only 3.5 yuan! If you are in Shanxi, a liter of drink is only more than a piece during the big promotion! This is a blessing for the DS!
But ah, cheap is cheap, taste... The brand brother has only drunk soda and peach water, to be honest, it is so-so. The soda has a light taste and a flavor at room temperature. The peach water is sweet and greasy, and it also has a flavorful taste. But when you think about the price, you don't care so much.
In the end, Yineng has been popular in the past two years with its cost performance. But the beverage market is a big dye vat, if you are popular today, you may be surrounded and suppressed by the bigwigs tomorrow. And it has been taking the cost-effective route, and it will be difficult to transform into high-end in the future. Yi Neng really has to think about how to go in the future.
So in the end, I would like to ask: If you are the boss of Yineng, will you always stick to the low-price route? Or will it try to move into the high-end market? What do you think about this?