In recent years, with the continuous development of the economy, the competition in the commodity market has become more and more intense. A product will soon be competed for by the same type of product, and soon an upgraded version of the product will soon appear in the market. The pioneers of a certain industry will soon be eliminated by the market if they do not adapt to the market in time in the future.
At the beginning of the 20th century, Nokia, the brand of the mobile phone kingdom, was like this, and the former mineral water sales champion - Yili, was also like this.
< h1 class= "pgc-h-arrow-right" > the gradual establishment of the mineral water kingdom</h1>
Mineral water, which was genuinely sold as a commodity, appeared in the 19th century, and some European aristocrats discovered a mineral water that was effective in the treatment of urinary diseases, so they began to produce canned mineral water, bottled natural mineral water came out, and became a symbol of the status of the royal nobility, merchants and politicians at that time.
In 1930, China's first bottle of mineral water was produced in Qingdao, german businessman Rhodes invested in the construction of a factory in Laoshan, but due to the high price and the large number of foreigners in Qingdao at that time, local residents associated mineral water with the lives of the nobility, and mineral water was not really accepted by the Chinese people.
In the 1980s, when the water of the Huangpu River in Shanghai was seriously polluted, nearby residents were disturbed by the stench emitted by the Huangpu River, and the water bodies of the Yangtze river and Huai River basins were also exposed to problems.
At this time, mineral water entrepreneurs seized the opportunity, because the previous mineral water gave people the impression of safety, aristocratic impression, people firmly believe that the water in the bottle is very safe, the original because of the high price is not accepted mineral water sales surge, some mineral water companies in the high profit driven, the tap water reprocessed into pure water for mass production and sale, drinking water market share of the war is about to start.
In 1986, Yili began to appear in the public eye, Yili produced mineral water in Shenzhen, and later cooperated with the Danone brand from France, and the annual output reached a staggering 78,000 tons in the 1990s, which made other mineral water companies look up to it at that time, and Yili was also the only listed mineral water company in the Chinese market at that time, becoming a leading enterprise in the domestic mineral water industry at that time.
<h1 class= "pgc-h-arrow-right" > the market competition is fierce, follow-up brands are eyeing the tiger, and the boss throne is easy to attack and difficult to defend</h1>
As a strong brand in South China, Yili has been sitting firmly in the position of the national mineral water industry sales champion at its peak, but in recent years, Yili has gradually faded out of the public vision, how can a once brilliant brand now fall into such a position? The reason is that there is no further strategy, which is much thinner under the pursuit of brands such as Nongfu Spring, Wahaha, and Yibao.
From 1998 to 2020, in the 22 years since it was acquired by Danone, the world's top 500 beverage giant, due to the foreign investment to give more development funds, Yili production base has been updated and upgraded, and the output has been further improved, reaching a staggering 100,000 tons.
At that time, China's mineral water brands were not as rich as they are now, and as of 2006, Yili was far ahead in the sales of China's mineral water industry. But with the rise of more new brands such as Wahaha, Nongfu Spring, and Yibao, the market of Yili has been divided.
In 1996, Hangzhou's Wahaha Company invested heavily in bidding for CCTV prime-time advertising qualifications, which claimed that after dozens of layers of filtering, it was the purest water on the market, and the melody of a line at the end of "Wa ~ Ha ~ Ha ~" was brainwashed, which was impressive.
At the same time, Nongfu Spring Company is not willing to show weakness, in order to emphasize its own brand of natural Nongfu Spring Company has also wasted a lot of efforts, but the kung fu does not pay off, "Nongfu Spring, a little sweet." This slogan has been brainwashed by the audience through the continuous cycle of television advertisements, and the brand of Nongfu Spring has gradually become a well-known mineral water brand for women and children.
However, in recent years, with the increase of market competition pressure, low-end bottled water has long been flooded in the market, and profits are getting lower and lower, and many companies have turned to the high-end market and pursued higher profits. Businesses that don't make changes in time face a new set of challenges.
Although Yili bottled mineral water also carried out a series of packaging upgrades and launched new products before completely declaring bankruptcy, it was somewhat thin under the offensive of the mature domestic brands Wahaha, Yibao, Baishishan, etc., and finally could not escape the fate of being abandoned.
<h1 class="pgc-h-arrow-right" > once a legendary brand, which was eventually eliminated by the market</h1>
According to the survey data of relevant research institutions, the top three in the domestic bottled water market are Nongfu Spring, Yibao and Baishishan, and the market share has reached half of the entire market. Master Kong, Binglu and Wahaha were ranked fourth, fifth and sixth.
These major brands occupy 80% of the domestic drinking water market share, while the remaining countless drinking water brands account for only 20% of the market space. The development space for large enterprises has been fixed, and then the transformation is like walking on thin ice, small enterprises are difficult to have living space, and whether they can persist is still a problem.
Last year, Danone Yili announced to the public that the Huizhou Yili Ganmen plant would stop production, which means that Yili has ended its bottled water business. Although The French Danone, the world's top 500 beverage giant, as the parent company of Yili, explained to the outside world that although it has stopped producing and selling Yili bottled water for the sake of better development, the bottled water business and its other brands have not been affected.
But people also know that this is only to choose a decent way to end for themselves. Yili, who has won the champion of mineral water sales for many years, has finally withdrawn from the market and become the tears of another era.
<h1 class="pgc-h-arrow-right" > can the curse of industry bosses be shaken off? </h1>
As the former leader of the domestic mineral water industry, Yili's withdrawal from the market has sounded an alarm bell for entrepreneurs, and they have to make corresponding adjustments in time.
Nowadays, the domestic high-end mineral water market is gradually opened, last year, the domestic high-end mineral water sales reached two million tons, the growth is quite rapid. Under the background of consumption upgrading, market competition is gradually focusing on the high-end water market. And product quality, water source and even appearance value have become the key to determining the success of the brand.
In this context, there is a domestic brand to seize the opportunity, Baishishan found a different point of intention from other domestic mineral water brands, cleverly implanted the brand bloodline into the noble spirit, with "water nobles" as the core of brand publicity, the natural mineral water and other bottled water to open up the grade.
While achieving a clear positioning for mineral water, it also firmly occupies the high-end vacancy in the domestic drinking water field for mineral water. "Noble in the water, Centennial Mountain" gradually replaced "Nongfu Mountain Spring, a little sweet." "There will be another fierce battle in the domestic mineral water market.
Danone, which abandoned the Yassili brand, also owns two international natural mineral water brands, Evian and Furvik. Evian has almost become synonymous with high-end water, but even so, under the catch-up of other brands, synonyms do not mean that they can not be replaced forever.
Under the fierce attack of other up-and-coming brands, the leading boss of the mineral water industry is still erratic. It is said that "it is easy to fight the country, but it is difficult to defend the country." This sentence is the same in the market competition, only by maintaining the original intention and constantly adapting, it is possible not to be eliminated by the market.
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