Add much treasure: Brand sale is gotten run cool tea market

This year March, association of Chinese food industry releases " whole of industry of beverage of 2016 year China runs a report " show: 2016, sales revenue of market of industry of domestic cool tea amounts to 56.12 billion yuan, add much treasure to rank first place of market of industry of Chinese cool tea with the sale market share of 52.6% , with the sale market share of 70.7% , canister of cool tea of country of be placed in the middle holds the market the first, continue to get run cool tea market.

After losing the trade mark that managed 17 years 2012, add much treasure to depend on ability of powerful brand give somebody a new lease on life, turn round the crisis to rise abruptly afresh, make trade of domestic cool tea one elder brother.

Sales volume is the best proof of public praise undoubtedly. With Gu Ni in law orgnaization of international public feelings rolls out jointly on the weekend " a list of names posted up of public praise of network of brand of 5 big cool tea " in, added much treasure brand to pull open the difference with Wang Laoji with larger dominant position, hold sheet of a list of names posted up the first.

Delay big background is put in economy, add much treasure to occupy an industry high the first, not only pioneer of a lot of industry is opposite profit from of industrial position drive, also be to face market demand actively to roll out golden canister, the bonus after undertaking the strategy upgrades is released.

Spend to deepen brand acknowledge further, add much treasure to go up with the line, brand of implementation of means of union of the photograph below the line enclothes transmission completely. 2017 during the Spring Festival, "Action money drinks golden canister to add much treasure into treasure " Spring Festival big theme continues to land astral class to defend inspect. Add much treasure to be defended with Zhejiang not only inspect, Shandong is defended inspect with Liaoning the resource such as Wei Shichun evening and super net drama undertakes the strategy cooperates, it is in electric business and traditional channel Qi Qi sends force more, came true " treasure takes ten million home " target.

As festal sale arisen, from 2010, add much treasure to begin to develop gift market, special after rolling out golden canister 2015, add much treasure originality to roll out " action money drinks golden canister to add much treasure into treasure " , add golden pot successfully the new class that much treasure makes gift market, also be in accordingly history of implementation of Spring Festival sale is new 2017 tall, growth of the corresponding period is amounted to 30% .

In electric business medium of communication, the sale that increases much treasure also obtains bright look outstanding achievement, be in Beijing east, the behead of platform of domestic cable business such as day cat wins sale of tea beverage category the first.

2016, add much treasure to offer a brand young change the strategy, " draw near hot drama " sale train of thought develops acme. 2017, add much treasure to be in countrywide open " open a lid to sweep a code to grab red bag " activity, attracted a large number of young customer to be held in both hands in the heat that carries from media.

The expert inside course of study expresses, the intensity of the ligament in the heart is mixed between consumer of brand resonance decision and brand deepness, added much treasure to connect those who spend the New Year to change the strategy gently to carry out 2016 and " poor dissimilation + innovation sex " sale general plan, let young customer be spent from many dimension produce brand resonance with its, realize deepness agglutinate thereby, aid push add much treasure to make the consumptive trend with beverage market and gift new market, again sales volume precedes also is expected.

Nevertheless, "Road of trustee long-distance running " " eyewinker door " etc hearsay, taste the negative news such as the price war between and outstanding achievement wave motion with contest, caused the effect of certain level to increasing the brand reputation of many treasure.

Wang Laoji: "One elder brother " contend for turn from the court to the market

It is cool tea tycoon together, after all who is an industry the first, wang Laoji and add much treasure to stick to his argument all the time. Because add much treasure,not be to appear on the market company, inquire accurate data hard, the outside concludes Wang Laoji is mixed very hard add much treasure after all who is just true the first.

Nevertheless, be in early 2014, the data of market of cool tea industry that publishs according to Nielsen shows, cool tea industry is held in coal tub, add portion of sale of market of tea of much Bao Liang to be as high as 62.1% . And from add much treasure to be in market sale respect more in light of the expression that grabs an eye, add much treasure to become one elder brother, be approbated by personage of the more inside course of study it seems that.

Nevertheless, wang Laoji strengthened the layout of the channel below the line and investment two this years, maintaining much to adding treasure chase. And pass observation discovery, pushing taste newly, the respect such as shift of sales promotion strategy, sale, both the place that having a lot of likeness.

To comply with the trend of market health food, high grade consumption, wang Laoji emphasizes upgrading to the innovation of the product likewise. Wang Laoji took the lead in rolling out 2016 without candy, low candy cool tea is tasted newly, broke through an industry the tradition that a sheet tastes the world, for cool tea industry development brings new point of growth.

On sale, wang Laoji also is in hard hook in is young consumer group, pass persistent sale act, the fashionable impel power with old name is continuous " circle pink " -- associated Hunan is defended inspect, Zhejiang is defended inspect wait for numerous and strong media, undertake many put together art purpose of surveyor's pole section makes; cross platform of video of bound collaboration network actively, through coronal name heat sows net drama, realize strong brand exposure. Drove sale growth not only, build quickly still with Neozoic consumption the affection between the group is linked, obtained certain brand lung-power.

In practice " Internet + " on the strategy, the means of the edge and consumer spread out before Wang Laoji interactive. 2016, wang Laoji announced those who be based on production of cool tea of big data drive to manage " exceed auspicious + 4 " the strategy, make the accrete sale that is a center with the user, the herd that manages different setting, platform, spatio-temporal, demand personally coupling is together.

Overseas market, wang Laoji also with added much treasure to develop competition. At present Wang Laoji has entered the whole world the sale market of 60 many countries, integral market dimensions is close to 30 billion yuan, next the plan is the manufacturing plant that overseas builds him. Nevertheless, compared with the internationalization pace that increases much treasure, wang Laoji also is late one pace -- add much treasure last year already overseas builds a plant and put into production.

Overall and character, between two big tycoons the break down of each other clutch, no matter be much to adding treasure or Wang Laoji, figure and fame are in promote; general combat to change product and consumer body from inside the price and saliva, undoubted more welcome.

According to the monitoring data of orgnaization of public feelings of Gu Ni international, integrated brand heat, from media beauty praise degree, fame damage spends the expression that waits for a respect, wang Laoji is ranked in a list of names posted up of public praise of network of brand of 5 big cool tea the 2nd.

Editor: Legal person edits

With its: Lose gradually in tycoon crack

With its cool tea was rolled out 2007 hind, acted part of a dark horse very quickly, show a driving development state, become country for a time brand of the 2nd big cool tea.

With its prepare Chinese medicine by roasting it in a pan and ring, with group of parent company Dali prop up formidably inseparable. In " product innovation decides industry vitality " below the concept, dali group is thrown in succession gigantic endowment, introduce internationalization standard product line, rolled out the beverage product that amounts to more than 20 breed. Dali is comprehensive the great ambition of layout beverage market, be in and its are reflecting on cool tea body particularly apparent.

In product side, the difference that raising effect with its turns an idea, emphasize a product " filling vigour " , to be immersed in " prevent suffer from excessive internal heat " the consumer of aesthetic exhaustion left deeper impression. On channel, duplicated the successful experience of Dali food, use classification formidably sale network, will pushing quickly with its to countrywide market. The brand popularizes a field, pass with great quantity advertisement and Dai Yan, rose quickly with its exposure rate.

Data shows, before adding much treasure to oneself the brand comes out 2012, with its market share is next to Wang Laoji, year sale is close to 2 billion yuan of RMBs, yuan Chao is other in essay card. Do not cross after this, beginning to be immersed in growth with its bottleneck period, industry position ebbs. Many expert inside course of study thinks, current with its, lying " overtake impose king possibility minimum " " be overtaken by the successor not easy also " awkward position.

From to mark industry one elder brother, to reduce second line brand, with its predicament has exterior factor already, also have oneself trouble.

Wang Laoji adds treasure with how clutch of agelong each other, did not let and its " sit the benefit of person receiving fishing " , instead by " injury and innocent " . Two big tycoons attracted consumer to pay close attention to spent height to gather in mutual combat, went up objectively to form nibble effect to the consequence of other trademark. Add much treasure to have a large number of exposure of the brand oneself especially, realized efficient diversion, rise abruptly quickly for its created advantage. Mix mediumly at crack of two big tycoons its, vivosphere is squashed greatly.

In the meantime, a series of negative news, make and its fame is sufferred inflict heavy losses on. From now on before media makes public a report to look, these year be aimed at and its negative news includes " flavour is the same as Bai Shui " " false sales promotion " " garrulous account other people shows in beverage " " distort manufacturing date " etc.

Of public opinion say groove and doubt, become influence and its the most intuitionistic element of network public praise. The data that monitors according to public feelings shows, in small gain platform and small letter platform, with its beautiful praise degree value platoon is in the 3rd of brand of 5 big cool tea, but lag behind at adding much treasure and Wang Laoji far.

Keep on retreating as a result of what coal tub installs cool tea, those who have certain sex price to compare is bottled cool tea is become and its breach, increase the food channel dominant position of Dali garden, in the much Wang Laoji that add treasure product strength is relatively fragile in market of tea of low Duan Liang, still having window with its.

According to the monitoring data of orgnaization of public feelings of Gu Ni international, integrated brand heat, from media beauty praise degree, fame damage spends the expression that waits for a respect, be with its in a list of names posted up of public praise of network of brand of 5 big cool tea rank the 3rd.

Colleague hall and Deng Laoliang tea: Medical look forward to crosses an interface to face multiple test

In recent years, sale of cool tea market lasts hot, according to investigation of statistic of trade of association of Chinese food industry, sales revenue of market of our country cool tea already broke through 50 billion yuan 2015. Huge cake, attracted large quantities of one medicine look forward to ready to do sth plays cross a boundary. But through a few years follow suit outspread, the industry enters deepness to shuffle, the brand is centered increasingly, one large quantities of before this gather together blindly of follow-up in essay card already was forced to retreat city in succession. Survive come down, as a result of a variety of problems, most brand unpleasant attack by surprise develops predicament.

The hall of old name colleague that has 300 old histories is in high-key 2015 announce to roll out colleague hall cool tea, advocate hit " healthy, high end " concept, should let " old brand gifts new connotation " . However, wish scene underwent market test. Have media discovery, for a time the colleague hall cool tea of below so-called autograph 300 million yuan of order, even if also does not give power in sale of busy season terminal, because sell,have some of agency even be not moved and ended cooperation.

The expert inside course of study thinks, as burgeoning cool tea brand, colleague hall is facing a lot of test, sale channel is built and be opposite especially the assurance of the market ability. It is a delegate with colleague hall, the channel that majority crosses bound medicine look forward to to rely on is given priority to with original medical channel more, competition closes, too astringent without experience market competes. Additional, operation group also is crucial. Compare with the mature cool tea brand on the market, whether is colleague hall familiar with consumer be fond of, whether can the consumptive psychology of consumer of press close to, these problems to advocate for the colleague hall that course of study is not cool tea, will be the barrier that lets poll ache.

As cool as colleague hall tea is similar, deng Laoliang tea also is the delegate that medical look forward to crosses a boundary. Deng Laoliang tea is improved by precautionary SARS prescription and come, emphasize the effect of health care of doctor of traditional Chinese medicine of the product. Deng Laoliang tea thinks, the between product that adds much treasure, Wang Laoji lacks diversity and poor dissimilation, bring about banner participator to appear to grow bottleneck potentially. And different taste, pack the product diversity that reachs a price to wait to be able to bring tremendous development potential for second line participator, acquire taller brand thereby famous degree reach market share.

But market data shows, deng Laoliang tea was not shown piece " tremendous development potential " , in industry take root old, sales volume does not see a breakthrough all the time, be in 200 million yuan basically in last few years around wander. Be like Sitesha according to notting the report of benefit article company, the market share that increased much treasure and Wang Laoji 2015 is respectively 51.69% reach 27.42% , and Deng Laoliang tea is merely 0.71% .

Close in the industry to occupy besides battalion smaller than passing, after sending industry position to lean besides, deng Laoliang tea still exists excessive the risk that depends on Hua Na area. The excessive concentration of business area can bring about what the company answers region vicissitude of the market to fight risk ability to slant weak, once this region market competes aggravate or produce other and adverse change, adverse to generation of company outstanding achievement effect.

No matter be colleague hall,still be Deng Laoliang tea, compare the brand that matures at those, the burgeoning brand that these cross a boundary by medical look forward to and comes, in the brand construction, product locates, especially market channel respect, facing more difficulty and test.

According to the monitoring data of orgnaization of public feelings of Gu Ni international, integrated brand heat, from media beauty praise degree, fame damage spends the expression that waits for a respect, colleague hall cool tea ranks Deng Laoliang of the 4th; in a list of names posted up of public praise of network of brand of 5 big cool tea tea ranks 5.