This year, in order to restore the economic and industrial market that was hit by the epidemic last year, our country has put forward a number of favorable policies in terms of market economy. With the support of these policies, not only the real economic industries in our market have quickly recovered to the level before the epidemic, but also the contradictions caused by many industrial sectors that have not developed rationally before have been resolved. As far as our current market environment is concerned, the industrial development environment is already a good one, and the development model of all enterprises is beginning to tend to be rationalized.
In such a time period, the development of the real economy industry in our market has undoubtedly entered a new stage of development, and a requirement of the market for the real economic industry will become more stringent in the future.
It can be seen that the entity development industry similar to some FMCG products will certainly face greater challenges in the future, which not only include the overall operating model of the industry and the corresponding corporate social attributes, but also pay more attention to the industrial empowerment of products in the market.
<h1 class="pgc-h-arrow-right" data-track="38" >, Zong Qinghou talks about explosive product creation: after the nutrition express, Wahaha has no ace products! </h1>
Previously, the economic development of some FMCG industries in our market was relatively depressed because of the impact of the epidemic and the e-commerce industry. However, the environment in today's market has been fully restored to a reasonable state after being adjusted by our national policy.
Then the current real industry FMCG economy is undoubtedly able to develop rapidly. However, another problem is that although the current market environment has become better, the relative industrial competition has become more and more intense.
In such a period of time, the FMCG industry wants to develop rapidly, and there is no doubt that it must work harder in all aspects of its own industry to develop rapidly and lead the development trend of the entire industry. One of the most important aspects is to do a good job in the product creation and corresponding marketing of their own enterprises. In this regard, some time ago, Zong Qinghou, chairman of Wahaha Group, also expressed his views on the creation of explosive products in a media interview.
Zong Qinghou said that the previous beverage industry was actually very easy to develop, many of their own products did not need too much marketing at that time, as long as advertising and laying out the sales channels of products can open the corresponding consumer market. But this process is no longer feasible in the current market. Now it is necessary to make a product that can make a market bigger than before, whether it is in product building or marketing. However, in this way, the company's investment has almost been out of balance with the output, so it is difficult to make consumers' favorite explosive products.
This is indeed the case in light of the current development of wahaha group in the market. Wahaha Group has been developing in our national market for a very long time. Their products are almost all familiar to us, and what extent can wahaha once be strong in product building? Let's take a look at a super single product nutrition express line created by their group. At that time, the highest sales of Nutrition Express in the market could reach as high as 12 billion yuan, which could almost occupy 20 percentage points of the total annual revenue of the entire enterprise. Such a data can be described as breathtaking.
However, nearly 10 years have passed since the Nutrition Express fire, and Wahaha Group has not created a trump product like Nutrition Express. Not to mention the tens of billions of products like Nutrition Express, even if it is a product with sales of more than 2 billion, it is very rare. So why did Wahaha Group not create an ace product that can boost corporate performance after Nutrition Express? There are many reasons for this.
<h1 class="pgc-h-arrow-right" data-track="37" >2, why is there no ace product in Wahaha? </h1>
For such a problem, some relevant industry insiders have also put forward their views, and their views basically show that one of the reasons why there are no ace products in Wahaha is because their later products do not adapt to a trend of market development and begin to show excessive aging.
Such a point of view is actually more reasonable, as far as our current beverage consumer market is concerned, consumers naturally prefer products with novel ideas and grades, and relatively speaking, compared with Wahaha's beverage products, it is indeed lagging behind other brands.
The same reason is actually reflected in other brands, and Huiyuan, which went bankrupt some time ago, is a good example. Huiyuan Juice was also a king-like figure in our country's juice market at that time, but why is it bankrupt now? In fact, in terms of the quality and marketing of Huiyuan juice products, there is nothing to be picky about.
However, the packaging of their products ten years ago is almost no different from the packaging of today, and the same is true of the relative juice products. In this way, it is easy to bring consumer fatigue to consumption, so that revenue declines. So the reason they went bankrupt was because of the aging of their products.
The second reason is that Wahaha's current products have lost product differentiation. Let's look at the nutrition express line at that time. At that time, nutrition express was entering the market with a sufficiently novel selling point of fruity dairy drinks.
With the exception of Nutrition Express, there are no other fruity dairy beverages on the market. That is to say, the Nutrition Express at that time was very differentiated in products. According to the law of the market, a product has enough differentiation, that can open the market.
In addition, the differentiation of the nutrition express product created by Wahaha at that time was also reflected in the marketing concept of the product. In fact, some of the older consumers in the market do not have much good feelings for drinks, and they believe that drinks have a negative impact on children's growth and development. Nutrition Express is different, it cuts to the consumer's health-based consumption concept, so it can gain the trust of older consumers, which is one of the reasons for the fire of Nutrition Express. However, after the Nutrition Express, Wahaha's follow-up products have undoubtedly lost the so-called product differentiation.
As for the third reason, it is the inability of marketing. Zong Qinghou, president of Wahaha Group, is also very recognized, and he believes that one of the main problems of wahaha's no ace products is in the aspect of marketing, that is, the regression of marketing ideas.
Zong Qinghou's meaning is actually mainly that wahaha's own joint sales model can play a role in the current market has gradually become smaller. In fact, it is also true that our current market has completely entered a new retail model that combines online and offline industries.
At such a stage, the requirements of the consumer market for enterprises are to be able to better combine the publicity and marketing of the online market and the service process of the offline market. In view of this point of view, the Wahaha Group is very weak.
They obviously do not realize a trick of marketing publicity under the new retail model, but they still maintain the old thinking before, which is naturally not OK. In this regard, Zong Qinghou also said that in the future, Wahaha Group intends to establish its own e-commerce business platform, and some time ago it was also openly solicited names on the Internet.
<h1 class="pgc-h-arrow-right" data-track="36" > third, how to do a good job in the current era of beverage products</h1>
Through the analysis above, we can also see one of the reasons for the current weakness of Wahaha products. So how to do a good job in the creation of beverage products in the current era? The first thing to do is product innovation and create product differentiation. In fact, whether in the beverage industry or other industry fields, product innovation is a life that an enterprise needs to rely on.
Let's take the Yuanqi Forest that was previously on fire in the market as an example. Their entire group has been able to surpass Coca-Cola in just five years of revenue in the market, and they rely on so-called product differentiation.
The main product of Yuanqi Forest is zero sugar, zero fat and zero calorie sparkling water, which is a very novel product in the market at that time, which is undoubtedly very attractive for young consumers who like to hunt.
Such a product not only meets the taste of sparkling water, but also meets the health concept of zero sugar, zero fat and zero calorie, even older consumers who do not have a good feeling for the beverage industry will pay. Other beverage brands do not have any competitiveness under such a product differentiation, so product differentiation and product innovation are very important.
The second point is to do a good job in product marketing with emerging media as the main battlefield. This is actually relatively easy. One of the main battlefields in today's market for product marketing is no longer advertising or offline activities, but the use of emerging media.
Just like the Yuanqi Forest, they have cooperated with the online platform with goods in many ways, and put their own product advertisements on the social platform, and finally made their beverage products into relative Internet celebrity products. It can be seen that insisting on product marketing with emerging media as the main battlefield is the future marketing path of the beverage industry.
<h1 class="pgc-h-arrow-right" data-track="32" >4</h1>
Today's real economic industry market has undoubtedly entered a more detailed era, in such an era of development stage, all real economic industries should begin to pay attention to their own product positioning and marketing forms. Especially in the FMCG industry, they can only win the favor of consumers and open up their own product marketing market if they position their products more accurately and build more novel marketing forms.
Compared with Wahaha Group, the quality of their products themselves is still very high, and the relatively weak place is their own product positioning and marketing form. If these two aspects can be done well, then it is not impossible to return to the peak position of the enterprise brought by the Nutrition Express at that time.