In 1987, Zong Qinghou led two retired teachers and founded Wahaha on the basis of a school-run enterprise distribution department. In 1990, with the slogan “Drinking Wahaha and eating is fragrant,†Wahaha's children's oral liquid quickly became popular across the country. Although the initial oral liquid for children was mainly for urban households, Wahaha's later-developed products such as Coke, juice, and tea beverages were no longer in the first-tier and second-tier cities, and they were forced to deploy in third-tier cities or even rural markets, through deep cultivation of the market. Get growth. Zong Qinghou has always had the strategic concept of encircling the city from the countryside, but he suffers from no strong product as an offensive weapon.
In 2005, Wahaha launched the self-developed “nutrition express line†and achieved great success. The year’s sales were close to 800 million yuan, and by 2009 it was a staggering 12 billion yuan, surpassing the “China’s first canâ€. Wang Laoji has become China's largest sales volume of beverages. In the sales volume created by Wahaha Group's huge product portfolio, the nutrition express line occupies more than 1/4, which shows its strong position.
The author believes that the success of the Nutrition Express is that Wahaha is very good at addition and subtraction. When it is added, the time is reduced, and the artistic environment of “increase one point is fat and one point is thin†is achieved. Do not believe the reader, please listen to the following analysis:
First, add the product ingredients.
Follow the positioning expert Al? Rees's point of view, the integration of ways can not make the brand successful, differentiation is the general trend of creating a brand. The Nutrition Express is a very good anti-evidence, indicating that in certain conditions, convergence can also surprise. In people's cognition, milk is an animal protein nutrition drink with high nutritional value, and juice is the most nutritious drink containing vitamins. The nutritious express line that appears in a mixture of “milk + fruit + nutrients†is rich in nutrients and calcium from milk, and rich in vitamins from fruit juice. It also claims that it contains 15 nutrients essential to the human body. It is a great example of fusion. .
Second, add the bottle size.
The packaging of Marketing Express is different from other dairy products or juice drinks, and it is more inclined to the style of sports drinks. The intentionally designed large bottle mouth means that consumers drink more smoothly and thirst-quenchingly, echoing the "quick" appeal. The big bottle mouth is also reminiscent of a marketing story, a toothpaste company eager to expand sales and not law, the last expert advice: only need to make toothpaste openings bigger.
Third, add taste development.
Since its debut in 2005, the Nutrition Express has launched two new product upgrades: an upgraded nutrition line (juice+yogurt, 18 nutrients), and a nutrition line (beverage + yogurt, probiotic fermentation). This self-renewal approach not only expands the customer's choice and satisfaction, but also caters to the needs and expectations of consumers. It also sets obstacles for competitors to follow and beyond, and firmly holds the competitive initiative in their own hands.
Fourth, the price is set to add.
"Drinking a bottle in the morning, spirit one morning," "15 kinds of nutrients, one step in place", these two easy-to-understand, catchy slogans after long-term propaganda, and finally the nutritional fast line firmly positioned in high-end nutritional drinks. The Nutrition Express Line adopts a high-price strategy, which is 1-2 yuan more expensive than regular beverages, and has a psychological match with the high-end position of “the most nutritious beverageâ€. It is very good to avoid homogenizing low-price competition with common beverages on the market, and at the same time cultivate a large number of loyal consumers in the nutrition fast line, which provides powerful guarantee for the dramatic increase in sales volume over the years.
Fifth, the product name is subtracted.
Product naming is a crucial decision in marketing. It requires a catchy, good-to-nice, easy-to-remember product, and clearly expresses the selling points and advantages of the product.
If you want to become the “most nutritious beverage†in the eyes of consumers, you must first highlight “nutrition†and the second is to combine the lifestyle of target consumers and find the best selling point. The pace of life of modern white-collar workers is fast, and they often do not have time to enjoy a laid-back and hearty breakfast. For good health, they need to supplement various nutrients quickly and evenly, so the “Express†has become the only choice for Wahaha.
Product naming needs to be concise. Even if a product has seven or eight advantages, it cannot be more than two as a selling point. This requires subtraction. The name “Nutrition Express†was very successful. Even if consumers did not come into contact with product advertisements, they could quickly realize their “rapid nutrient supplement†product positioning.
Sixth, the functional selling point is to do subtraction.
It is said that the innovation of the nutrition express line is inspired by the current breakfast foods in Europe and the United States, and also refers to the DRIs (DRIs) formulated by the Nutrition Society of China as the “most marketable beveragesâ€. Breakfasts, breaks in class, work breaks, party tours, etc. Drink in a variety of situations, but Wahaha is simple and simple. Breakfast is the main theme. In the "remember to drink a bottle of breakfast" under the strong promotion, nutrition fast line has a tendency to replace the breakfast, but nutrition experts pointed out that the nutrition line for breakfast should provide emergency, fast sub-optimum, impossible to completely replace Breakfast, and as a sweetened drink, drinking for a long time will not benefit the body, especially children who are growing up. However, as a breakfast orientation, the nutrition express line has been deeply rooted in popularity and has been accepted by many white-collar workers and students.
With strong support from the fast-selling hotline, Wahaha Group achieved a revenue of 55 billion yuan in 2010 and a profit tax of 11.2 billion yuan, making it China's largest and fourth-largest beverage maker in the world. Wahaha will continue to be able to continue its efforts to create new brilliance in the future. It will depend on the ability to develop new strong and hot new products similar to the Nutrition Express Line in the future.
In 2005, Wahaha launched the self-developed “nutrition express line†and achieved great success. The year’s sales were close to 800 million yuan, and by 2009 it was a staggering 12 billion yuan, surpassing the “China’s first canâ€. Wang Laoji has become China's largest sales volume of beverages. In the sales volume created by Wahaha Group's huge product portfolio, the nutrition express line occupies more than 1/4, which shows its strong position.
The author believes that the success of the Nutrition Express is that Wahaha is very good at addition and subtraction. When it is added, the time is reduced, and the artistic environment of “increase one point is fat and one point is thin†is achieved. Do not believe the reader, please listen to the following analysis:
First, add the product ingredients.
Follow the positioning expert Al? Rees's point of view, the integration of ways can not make the brand successful, differentiation is the general trend of creating a brand. The Nutrition Express is a very good anti-evidence, indicating that in certain conditions, convergence can also surprise. In people's cognition, milk is an animal protein nutrition drink with high nutritional value, and juice is the most nutritious drink containing vitamins. The nutritious express line that appears in a mixture of “milk + fruit + nutrients†is rich in nutrients and calcium from milk, and rich in vitamins from fruit juice. It also claims that it contains 15 nutrients essential to the human body. It is a great example of fusion. .
Second, add the bottle size.
The packaging of Marketing Express is different from other dairy products or juice drinks, and it is more inclined to the style of sports drinks. The intentionally designed large bottle mouth means that consumers drink more smoothly and thirst-quenchingly, echoing the "quick" appeal. The big bottle mouth is also reminiscent of a marketing story, a toothpaste company eager to expand sales and not law, the last expert advice: only need to make toothpaste openings bigger.
Third, add taste development.
Since its debut in 2005, the Nutrition Express has launched two new product upgrades: an upgraded nutrition line (juice+yogurt, 18 nutrients), and a nutrition line (beverage + yogurt, probiotic fermentation). This self-renewal approach not only expands the customer's choice and satisfaction, but also caters to the needs and expectations of consumers. It also sets obstacles for competitors to follow and beyond, and firmly holds the competitive initiative in their own hands.
Fourth, the price is set to add.
"Drinking a bottle in the morning, spirit one morning," "15 kinds of nutrients, one step in place", these two easy-to-understand, catchy slogans after long-term propaganda, and finally the nutritional fast line firmly positioned in high-end nutritional drinks. The Nutrition Express Line adopts a high-price strategy, which is 1-2 yuan more expensive than regular beverages, and has a psychological match with the high-end position of “the most nutritious beverageâ€. It is very good to avoid homogenizing low-price competition with common beverages on the market, and at the same time cultivate a large number of loyal consumers in the nutrition fast line, which provides powerful guarantee for the dramatic increase in sales volume over the years.
Fifth, the product name is subtracted.
Product naming is a crucial decision in marketing. It requires a catchy, good-to-nice, easy-to-remember product, and clearly expresses the selling points and advantages of the product.
If you want to become the “most nutritious beverage†in the eyes of consumers, you must first highlight “nutrition†and the second is to combine the lifestyle of target consumers and find the best selling point. The pace of life of modern white-collar workers is fast, and they often do not have time to enjoy a laid-back and hearty breakfast. For good health, they need to supplement various nutrients quickly and evenly, so the “Express†has become the only choice for Wahaha.
Product naming needs to be concise. Even if a product has seven or eight advantages, it cannot be more than two as a selling point. This requires subtraction. The name “Nutrition Express†was very successful. Even if consumers did not come into contact with product advertisements, they could quickly realize their “rapid nutrient supplement†product positioning.
Sixth, the functional selling point is to do subtraction.
It is said that the innovation of the nutrition express line is inspired by the current breakfast foods in Europe and the United States, and also refers to the DRIs (DRIs) formulated by the Nutrition Society of China as the “most marketable beveragesâ€. Breakfasts, breaks in class, work breaks, party tours, etc. Drink in a variety of situations, but Wahaha is simple and simple. Breakfast is the main theme. In the "remember to drink a bottle of breakfast" under the strong promotion, nutrition fast line has a tendency to replace the breakfast, but nutrition experts pointed out that the nutrition line for breakfast should provide emergency, fast sub-optimum, impossible to completely replace Breakfast, and as a sweetened drink, drinking for a long time will not benefit the body, especially children who are growing up. However, as a breakfast orientation, the nutrition express line has been deeply rooted in popularity and has been accepted by many white-collar workers and students.
With strong support from the fast-selling hotline, Wahaha Group achieved a revenue of 55 billion yuan in 2010 and a profit tax of 11.2 billion yuan, making it China's largest and fourth-largest beverage maker in the world. Wahaha will continue to be able to continue its efforts to create new brilliance in the future. It will depend on the ability to develop new strong and hot new products similar to the Nutrition Express Line in the future.
Permanent Ferrite Magnet is kind of Permanent magnet made from a compound of iron oxide and other metallic elements.They are known for their high magnetic strength and resistance to demanetization.
Permanent Ferrite Magnet,Permanent Magnet
HU NAN YUBANG MAGNETIC MATERIAL CO.,LTD , https://www.ybmagnet.com