Wahaha "little Chen" brand marketing

With the advent of the online shopping era, the beverage industry will also face the situation of reshuffle, and the market may further monopolize. Marketing experts said that although the current beverage market is covered by several major brand companies, the key to success or failure is to find differences in marketing strategies and produce products that meet consumer needs.

Wahaha's new product launches in recent years have also yielded very little results. No more super-single items like Shuanghuan and Nutrition Express have emerged. For the new Kai Kai, Wavas, Wahaha spent a huge price, but neither of them could stand out and rise quickly. Wahaha has always been proud of its channel-linked sales model. With strong network coverage and control capabilities, it can rapidly push new products onto the national market and achieve full coverage within 7 days or so. This is even more controllable. Today is the Internet, it is absolutely a very remarkable thing; but at the same time we must know that the success of the joint sales model, rely on strong brand power and excellent product clustering effect.

If you want to complete more than 100 billion sales, Wahaha will need to have at least two new products to be successful in the launch of new products this year. It now appears that these two new products must bear important responsibilities: One is the Wahaha oxygen-enriched water introduced at the beginning of this year; the other is the “Xiao Chen Chen” Ome Cimicrum Drink mentioned in this article.

The concept of oxygen-enriched water is actually very good. On the one hand, it seized the strategic opportunity period for aquatic products. Upgrade is the key word for this year's aquatic products; on the other hand, the refinement of selling points from price setting, packaging and selling is very good. Unfortunately, contrary to the common sense of drinking water, it is easy to cause a lot of controversy, which is not discussed in detail here. Next, "Xiaochen Chen" shouldered the task of breaking new Wahaha products or breaking single items.

What exactly is Chen Chen?

As we all know, the heavy pressure of life in modern society, busy study work, traffic jams, repressed haze, and other factors have caused more and more people to join in the habitual "grumpy" that we often have. Said "depressed family". In light of the irritability and urgency of modern people, the Wahaha Group launched a new Chenpi Qingmei plant drink, Xiaochen Chen, in early 2014. It uses non-pharmaceutical ingredients such as tangerine peel and green plum as raw materials for the purpose of health care. Chen Chen combines the two traditional ingredients to create a natural and refreshing taste with sweet and sour taste. "Eat goods meet no appetite? It does not matter, Chen Chen help you spleen appetizers, promote digestion. When life is not satisfactory? It does not matter, Chen Chen to help you rationale, smooth."

According to relevant research and development personnel of Wahaha responsible for the product, “Chen Chen Chen” is “really free of added, good health drinks”, selecting natural ingredients as raw materials, food and medicine homologous, carefully cooking, without adding any pigments, flavors, preservative. Fresh and pure natural taste, suitable for daily drinking, is a real healthy health drink!

Brand positioning and product misalignment

In all fairness, Xiaochen Chen's personalized product packaging design and the image of the entire product are still very good. Consumers are defined as young white-collar workers, especially young female white-collar workers. They are also very accurate. What is strange is that the slogan of "Chen Chen-chen" is: "Righteousness, smoothness, and drinking my little Chen Chen." The effects of plum and orange peel are rational, safe and thirst-quenching, but if this function is discovered, positioning it as “healthy” does not coincide with the core needs of the target group.

The product packaging, positioning, and consumer group selection of “Xiaochen Chen” must be consistent with the brand positioning. Do not engage in the separation of products and brands, and position it as “health care”. It is not the core demand of major consumer groups, and it misleads consumers. There are also suspicions of ambiguity: Is it for the elderly to drink? The same is true for advertising slogans. Do small white-collar workers care about the "regulation" and "satisfaction" that are most concerned? It is also worth discussing.

Fashionable niche products

"Chen Chen Chen" Qingmei Tangerine drinks, just like sour jujube juice, sour plum soup, and lemon drink, are popular fashion drinks. After a certain amount of hype, they may become popular in the short term. Generally, the time is short, and 1-2 years are due to silence. . Kang's sour jujube juice and Jiuzhai's sour plum soup belong to this category; in addition, the water-soluble C100 of Nongfu Spring is also generalized after 2 years.

Creating a new category is not difficult for Wahaha. However, the path before Wahaha is basically a follow-up innovation, such as the follow-up of Kangshifu’s tea beverages; the follow-up to Nongfushangquan water-soluble C100 has also achieved good results. Results. However, for the pioneering operation of the brand "Xiaochen Chen" and the cultivation of the market, it is not Wahaha's specialty. Niche products, coupled with the rapid decline of fashion, are generally difficult to achieve. However, for Wahaha's channel capabilities, it is not difficult for a single investment, several rounds of distribution and one round of rotation, and a sales volume of 2-3 billion a year.

Reflection:

First, the brand position of “Xiaochen Chen” is “healthy”, and it is difficult to get the consumer’s approval. How can a beverage bear the heavy responsibility of “health care”; the slogan is also worth considering; the core element of the beverage is to be delicious; Eye-catching product packaging, "Xiaochen Chen" has only done a good look at the product level, has not yet done brand communication and recognition, more importantly, the brand and product can not be separated, to maintain a high degree of consistency.

Secondly, niche products, one that requires a lot of capital and manpower to be nurtured. After the market is bigger, how to extend the product life cycle is also a big problem. This is because it is related to whether it is possible to make a single product and complete the set goals.

Thirdly, the listing of products is only the first step. Most of the e-commerce announcements only serve to inform and publish information. In the Internet age, there are many things that can be done by “Chen Chen-chen”. Wechat and Wahaha’s The information Weibo sees is also limited to product promotion. There are very few related interactive activities planned.

Fourth, traditional advertising still occupies an absolute proportion. Traditional channel distribution and maintenance need to change the previous pattern of dealer power alone. Because it is new products and niche products, it is necessary to cultivate the market and also need to focus on sales. Continue to sink for terminal maintenance and sales promotion.