On October 29, Wahaha released a very cola sugar-free series, creating a total of four national style flavors of ginseng, oil orange, plum and original flavor. In terms of packaging, the national style illustration with a bright red font, the national tide is full, and the new Tmall flagship store has a preferential price of 500ml * 4 bottles / 8.8 yuan.
The news of a new product listing has brought Wahaha's low-key cola back to the public eye again. As everyone knows, Wahaha very Coke has been producing, the company has revealed that very Coke products have not stopped production, currently mainly sold in the midwest, is a normal sales of products.
At its peak, very cola contributed more than 2 billion yuan of annual revenue to Wahaha, and today's sugar-free soda market has been revitalized, will sugar-free very cola continue to write brilliant?
At the beginning of the establishment of Wahaha, Zong Qinghou created a hundred million-level sales myth because of Wahaha children's nutrition liquid, became famous in the First World War, and won the national applause for a "national defense war".
In the 1990s, Coke swept the world, and the tragedy of the "Flooded Seven Army" was staged in the Chinese soft drink market, and Tianfu Coke in Sichuan and Zheng Guanghe in Shanghai were attached to Coca-Cola and Pepsi.
In 1998, Zong Qinghou launched the Wahaha Very Coke with the slogan of "Chinese your own Coke". At that time, the market generally believed that Wahaha's coke was equivalent to touching a stone in an egg. Zong Qinghou believed that the beverage market at that time was growing rapidly, and carbonated drinks were promising.
Most importantly, after more than ten years of experience, Wahaha feels that it has abundant wings and has the conditions to compete with the world's big brands, so it has taken the initiative to carry the national industrial banner of challenging international big brands in the beverage industry.
In May 1998, after the CCTV news broadcast, there was an advertisement that read "Very Coke, Chinese your own Coke", which became a hit.
At that time, dealers could earn two yuan more than Coca-Cola for every box sold, and Coca-Cola and Pepsi Cola were packaged in plastic packaging, while Very Coke used big red boxes for outer packaging, and advertising also mainly spread festive culture and met the needs of farmers to give gifts.
In 1999, Yu Chengqing became the spokesperson for Wahaha Very Coke, and the lyrics of the advertising song "Very Coke" "Young without failure, as long as you show yourself" once became a buzzword.
The hero who helped Zong Qinghou open up the urban market is due to the "joint sales body" model. Wahaha cleverly borrowed the power of the "joint sales body" to form a close sales network, pull the market at low cost, and cut into the market gap of "two pleasures".
Zong Qinghou's sales strategy for very cola was called "rural encirclement of the city" by the industry, and it proved to be very effective in the early stage of the development of very cola.
In 2001, Very Coke accounted for 12% of the domestic carbonated beverage market. By the end of 2006, the market share of very cola had increased to 16%-17%, and even reached 30% in second- and third-tier cities, ranking in the top three, second only to Coca-Cola and Pepsi.
Very Coke directly filled the gap in the rural market Coke market, contributing 2 billion yuan in sales to Wahaha at its peak. In China's carbonated beverage market, the position of sitting on the three and two is unshakable. When the limelight was in full swing, very coke was even exported to the United States, shattering the myth of the invincibility of foreign coke in one fell swoop, which was the first time in China's cola industry.
Wahaha's battle of the cracks won beautifully. At the 2012 dealer annual meeting, dealers from all over the country shouted "Long live Wahaha!" Long live Jong Boss!" The scene is truly spectacular.
The past decade has been a very coke "failure" decade. The listing of this new product also indicates that very cola has the possibility of returning to the mainstream market.
In the past two years, the soda category has shown signs of recovery. In the first half of the year, Coca-Cola's global soda business grew by 14%. Among them, COFCO Coca-Cola's soft drink business increased by 16.7%, and Swire Cola's mainland soda business increased by 23%. On the other hand, Master Kong's revenue from carbonated beverages and other businesses in the first half of the year was 8.362 billion yuan, an increase of 24.69% year-on-year.
In the past two years, at the behest of Zong Qinghou, Wahaha has done a lot of exploration in cross-border, circle layer, event marketing, etc., and promoted the creation of ad calcium milk IP, and Wahaha has changed to the outside world as "more and more playful".
Nowadays, in the context of the recovery of the soda market, Zong Qinghou launched the national tide of sugar-free very cola, can you continue to write the legend? As a leading enterprise in the industry, it is also time to make new explorations and examples for the upgrading and leapfrogging of Chinese brands.