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.
In order to please young consumers, the new version of very cola not only consolidates its own roots in the red Chinese cola, launches a localized taste, adopts a more pleasing national tide packaging design for young people, chooses to debut on the e-commerce platform, and uses a sugar substitute formula, which is more in line with the concept of young and healthy.
At present, the above new products are only sold in the Tmall Wahaha Creative Flagship Store. Store customer service said that these national style versions of cola are mainly sold online. Based on the original price, the unit price of each bottle is 4 yuan, which has no price advantage at all compared to the two music
It is worth noting that the Tmall Wahaha creative flagship store and the wahaha official flagship store have a huge gap in consumer coverage. The former has only 7,411 fans, just a little more than the latter's 165,000 heads. And all the very cokes did not appear in the official flagship store of Wahaha.
On the official wahaha platform - public account, there is only new product promotion, can not be purchased, or even no purchase guidance.
Very cola re-emerged, how big a splash can it splash?
Although Very Coke shows its public with a new face, if there is no follow-up operation, it is difficult to form an effective confrontation with Liangle if the product sinks to the offline channel.
Today, the radius of offline sales of very cola is very limited. According to Wahaha Group's previous disclosure, very cola is still a normal product, but it is mainly sold in the central and western regions.
The launch of the very cola sugar-free series of products and the main national tide packaging can be seen as Wahaha's initiative to continue to "move closer" to young people while catering to the current consumers' healthy diet needs.
Food industry analyst Zhu Danpeng believes that with the continuous superposition of the new generation of demographic dividends, the carbonated beverage market will continue to grow. For Wahaha, the return of very cola will help strengthen the stickiness with the new generation, but the key to brand development lies in the layout of first- and second-tier cities.
This is challenging for Very Coke.
Competition in China's carbonated beverage market is already fierce. In addition to The two foreign giants of Coca-Cola and PepsiCo, local brands such as Nongfu Spring and Yuanqi Forest have also formed a strong influence in sugar-free beverages and young consumer groups, and if there is no substantial breakthrough, continue to adopt the following strategy, it is very difficult for Coke to break through.
Entering 2020, Wahaha further adjusted its brand strategy, such as becoming an official partner of LPL and chasing e-sports dreams with players; ad calcium milk and Zhong Xuegao cooperated to launch "underage ice cream"...
At the same time, Wahaha is also becoming more and more open and inclusive in content, deeply interacting with consumers, achieving emotional resonance and enhancing brand identity. Now in cooperation with Bubble Mart to launch "Blind Water", Wahaha has also deliberately designed multiple flavors, and handed over the decision-making power of taste to consumers, who vote for the most popular flavors for mass production.
On the very Coke box, users can scan the code to directly reach the "Habao Amusement Park".
"Habao Amusement Park" is an online platform dedicated to communicating, sharing, marketing practices and shopping with young people, listening to the opinions of young people and making products closer to consumer needs. At present, Habao Amusement Park has opened up a variety of products and public account platforms for young customer groups, precipitating accurate user groups.
Products and channels have been Wahaha's core competitiveness for many years. With the support of the joint sales body, Wahaha can do new products all over the country within a week.
Building Habao Amusement Park is Wahaha's new attempt at the user level. According to the official caliber, the launch of Habao Amusement Park is a plan to standardize and unify Wahaha's future brand marketing activities and cross-border marketing events.
Different from the e-commerce platform, Habao Amusement Park is a self-built private domain platform that holds key user data. In the online marketing model, Wahaha can flexibly implement marketing strategies, observe user responses through data analysis, and quickly create explosive products. At the same time, based on WeChat's private domain ecology, brand owners can use private domain contacts such as one thing and one code, live broadcast, and public accounts to connect omni-channel users and accumulate brand users.
Like this new product launch of Very Coke, although there is no linkage for Habao Amusement Park, it still carries a box of one yard of contacts on the packaging box, precipitating the users of the e-commerce platform into the brand private domain.
Not only that, like the LPL co-branded Wahaha soda on the water, the user scans the code to open the lid and scan the code to guide to the Mini Program, participate in interactive mini-games, and obtain points. With points, you can also participate in other interactive games in the park. It further strengthens the way users interact with private domain platforms and the depth of content.
Through one thing, one code + mini program, Wahaha realizes accurate drainage. In the label function of one thing and one code and the online tracking of mini programs, brand owners can comprehensively depict user portraits.
On the Habao Amusement Park, Wahaha has repeatedly tried to carry out cross-border marketing, push peripheral products, further activate the attention of the target, and improve the youthful cognition of the Wahaha brand.
Platforms like Wahaha bao amusement park, focusing on the traffic of brand young people, can further open up the separation of online and offline. For example, through the interactive game development capabilities of mini programs, users are reached in a gamified manner and time-limited coupons are distributed. Coupons are associated with one thing and one code on the product, guiding consumers to offline stores to consume and scan the code.
With the help of the targeted delivery ability of one thing and one yard, dealers or stores in the designated target area participate in the activities and focus on the layout of the marketing high point. Such flexible marketing capabilities are especially important for areas as fierce competition as first- and second-tier areas.
When the user is connected by one thing and one code on the product, it enters the big database of the brand owner, establishes the user account system in the form of one id, and records each online behavior data. Integrating these massive first-party data, forming user portraits, giving business data references, and decentralization and layering of members as the front-end form, this is the ability of cdp.
A promotion that permanently connects users to a private domain, enables multiple reach and conversion, or empowers them to return to offline. No matter what kind of operation user path is chosen, connection, precipitation, and insight are the basic skills of user operation. One thing, one code + cdp + membership mini program is the best choice for brand operators to operate users!
Under this trend of the times, mastering the digital capability of marketing can no longer be regarded as a competitive advantage, but will gradually become a starting line problem. Some people may be eliminated here, and some people will become stronger and stronger. Is Wow Haha the traditional brand that breaks through? Feel free to leave your opinion in the comments section.