This is a fast-paced era, which constantly gives birth to and amplifies everyone's anxiety. Therefore, in 221, an online hot word called "Lie Ping" appeared. On the one hand, it expressed helplessness in the face of anxiety, on the other hand, it expressed letting go and letting go, and respected Taoism's inaction.
people are anxious, but enterprises are more anxious. In the face of increasingly competitive commercial wars, where are the paths and channels for growth? How to continuously expand the circle of consumers? How to increase the repurchase of products ... Some enterprises have no idea, so they have to choose "lying flat".
some enterprises are unwilling to do nothing, and they are playing chicken blood every day, putting on an inspirational struggle story.
Not willing to swim in a small pond with a surname
Wang Laoji is going to surf in the ocean with a surname of 1,
Wang Laoji has registered a trademark with a surname of 1.
In 222, Wang Laoji submitted 125 surname trademarks in one breath on January 27th, covering "Yu Laoji", "Zhan Laoji", "Luo Laoji", "Zheng Laoji", "Ling Laoji", "Leng Laoji" and so on. These trademarks were registered in 32 categories-beer and beverages.
last year, Wang laoji submitted 115 trademarks with a hundred family names in one day, and really launched 115 herbal teas with one family name and one totem, which once rushed to Weibo for hot search.
after selling out of stock, Wang Lao Ji's official micro-proudly stated that "selling out of stock is very sudden".
Obviously, Wang Laoji, who has tasted the sweetness, wants to play the surname culture to the end, constantly register the surname trademark, and constantly launch a jar of Laoji herbal tea with one surname and one totem.
How many surnames does China have? Yuan Yida, an expert on surnames in China Academy of Sciences, and Qiu Jiaru, vice-chairman of the Chinese Culture Promotion Association, compiled a dictionary of surnames in China, which contains 23,813 surnames, including 6,931 single surnames, 9,12 two-character surnames, 4,85 three-character surnames, 2,276 four-character surnames, 541 five-character surnames, 142 six-character surnames and seven characters.
In other words, Wang Laoji can launch 23,813 cans of surnames, and the sales circle covers everyone in China.
In this way, Wang Laoji not only defeated his opponent creatively, but also gave everyone in China a unique pot of herbal tea. In this way, when everyone in China wants to drink herbal tea, they will proudly say, I want to drink my own herbal tea.
Wang Lao Ji gave everyone in China a reason to buy a surname jar through the creativity of the surname culture jar.
philip kotler, the "father of modern marketing", has a very concise definition of marketing in Marketing Management: meeting demand profitably.
Wang Lao Ji tied up with everyone with China's surname through the surname culture jar, to meet the demand of drinking Wang Lao Ji for fear of getting angry, and the reason why I want to drink my own herbal tea.
is that really the case?
according to philip kotler's theory, the key to win the competition for enterprises is to meet the needs of customers. As long as you meet the needs of customers, you can succeed, which is the key element.
But this theory was put forward in 196, and it has been more than half a century since now. At that time, the goods were still scarce, so as long as they could meet the needs of customers, they were not worried about selling.
Today's business environment is completely different. The variety of products makes it difficult for customers to choose. The variety is so rich that brands need to simplify their characteristics to one word that customers can remember you.
like Wang laoji, kidnapping consumers' choices with the so-called cultural jar of surnames, after being fresh, what can it bring to the brand besides making consumers feel immoral?
as we all know, consumers buy a can of herbal tea to quench their thirst or remove fire. Theoretically, any can of herbal tea can meet this demand of consumers. For example, Jiaduobao and Hezhengzheng.
But many people still choose Wang Laoji. Why? Because in consumers' cognition, Wang Laoji is the originator and leading brand of herbal tea, which is the most authentic.
when Wang laoji himself introduced the old Ji herbal tea, can it still represent authentic herbal tea? If Wang Zebang learned, did he regret following Guangyao?
afraid of getting angry and going to the top
Wang Laoji waved his left and right hands
constantly changing the boundary of cognition
afraid of going to the top and drinking old cows.
this sentence sounds familiar.
That's right. This is the slogan of Wang Laoji's Year-old Cow Liquor launched by Wang Laoji last year.
The brand value of Wang Laoji benefits from the slogan "Drink Wang Laoji if you are afraid of getting angry", which is widely recognized and recognized in China.
This sentence constantly reminds consumers that Wang Laoji is the originator, category representative and authentic herbal tea. This is the brand value of Wang Laoji.
woodruff, the former president of Coca-Cola, said, "If the Coca-Cola factory is burnt to ashes overnight, I can still build another Coca-Cola in a very short time." He said this with confidence from the brand value of Coca-Cola.
It is precisely because of the value of brands in market competition that we can see that world-famous brands, which account for less than 3% of the total number of global brands, occupy more than 4% of the global market share and half of the global sales.
Apple, Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald's, Disney, Nike, Chanel ... these are the world's top 1 brands. Their brands are not only the most active factors in market transactions, but also deeply affect consumers' purchasing decisions and behaviors.
that's why so many enterprises want to turn trademarks into brands, and they are not afraid of hardships to launch a charge against national famous brands and world famous brands again and again, even if they will not succeed for life.
an important feature of a successful brand is that it represents categories. For example, Coca-Cola stands for Coca-Cola, Red Bull stands for functional drinks, Starbucks stands for high-end coffee shops, Baidu stands for online search, and Apple stands for smart mobile phones.
why is representing categories the primary task of brand building? Because from the essence of consumption, people buy categories rather than brands. Consumers choose a brand because it is in a leading position in the category and represents the category, and people are most likely to think of it when they need it.
For example, if you want to eat beef omasum hotpot, you will first think of Banu, the representative of the category.
once a brand becomes the representative of a category, it should make the products representing the category clear, not both this and that, which will easily confuse consumers.
any great brand refers to a definite and single product. Coca-Cola is a definite product, and Red Bull is a definite product. The clarity of these products has strengthened consumers' cognition and increased the power of brands.
The fifth season is a beverage launched by Jianlibao, covering four series of water drinks, carbonated drinks, tea drinks and juice drinks, with 15 flavors, five packages and 21 specifications. Which consumer understands and recites a short composition in order to drink a can of drinks?
to be a representative of a category, it must be simple and simple again.
when robust introduced pulse in 23, it represented a new category-vitamin water. Subsequently, Wahaha launched the activation, claiming to add "Guarana, the youthful vitality fruit of Amazon rainforest"; Master Kong introduced Jin Run X, saying that vitamins, glycogen and amino acids can be supplemented at the same time.
For consumers, only vitamin water is easy to remember and understand. So they will classify activation and hard running X as the same kind of pulsation, that is, vitamin water. Pulsation has naturally become a category representative. When consumers want to drink vitamin water, the first thing they think of is pulsation.
excellent brands are the success of the times. A great brand is the success of human nature.
the insight into human nature lies in the mind. The ultimate battlefield of brand competition lies in consumers' minds. The mental capacity is limited, and once a brand's position in consumers' minds is slightly vague, it may be squeezed out.
Wang Lao Ji's current strategic task
Running returns to the correct orientation
Throughout the world, we can see that great enterprises start with products and arrive at brands.
Wang Lao Ji's current marketing operation is precisely to expand the product and damage the brand.
The Sanlu tainted milk powder incident in 28 not only completely hit Sanlu, but also affected the brand reputation of the whole industry. It took China's milk powder brand nearly 1 years to establish a brand image and return to consumers' minds.
as Wang laoji, the most important strategic task at present is to return to the correct positioning and protect his brand value.
create a more advanced letter of trust to ensure the leading position of the category.
the history and formula of herbal tea, a traditional functional drink, are the core advantages of the brand.
Wang Lao Ji established himself as the ancestor of herbal tea with the history of nearly 2 years ago. The CCTV TV series Lingnan Medicine Man pushed Wang Lao Ji's brand story to the whole country, shaped the tradition and mystery of the brand formula, and conveyed its authentic status to consumers.
Wang Lao Ji, together with 17 other herbal tea brands in Guangdong, Hong Kong and Macao, declared that herbal tea was recognized as the first batch of "national intangible cultural heritage" in 26 and was permanently protected by the World Cultural Heritage Protection Convention and relevant national laws. This is an advanced certificate of trust, but it is not unique to Wang Laoji, but a certificate of trust for herbal tea.
geographical indication products are also an advanced certificate of trust. Geographical indication products refer to products produced in a specific region, whose quality, reputation or other characteristics essentially depend on the natural and human factors of the place of origin, and are named after geographical names after examination and approval by relevant state departments.
Wang Lao Ji has a long history, and is in the position of the ancestor of herbal tea. In addition, it is possible to apply for national geographical indication products due to the special natural and human factors in Lingnan. If successful, this will be Wang Laoji's unique advanced certificate of trust, which will be strongly different from other herbal teas in consumers' cognition.
On March 1st, 221, the Agreement on the Protection and Cooperation of Geographical Indications between the Government of the People's Republic of China and the European Union came into effect, marking the mutual protection and recognition of geographical indication products between China and the European Union. If Wang Laoji obtains the geographical indication certification, it will gain a greater competitive advantage in the EU and the world, which will ensure Wang Laoji's leading position in herbal tea.
protect the core identity assets in the brand from dilution. Coca-Cola introduced a 6.5-ounce curved bottle named Hobble-Skirt in 1916. A survey in 1949 showed that more than 99% of Americans could identify Coca-Cola only by the shape of the package.
a year later, in 195, the curved Coca-Cola bottle appeared on the cover of Time magazine, becoming the first commercial product to appear on the cover of the magazine. Arc-shaped bottles become the super symbol of communication between brands and consumers, representing the authentic status of cola.
In 1955, Coca-Cola introduced new packaging, but still printed arc-shaped bottles on other packaging. At this time, the status of authentic Coca-Cola was emphasized. Coca-Cola arc bottle is an important asset of its brand.
At the beginning, Wang Laoji fought tooth and nail with Jiaduobao for the brand name of Wang Laoji, the packaging of red cans and the slogan "I'm afraid of getting angry and drinking Wang Laoji".
its purpose is to ensure the originator status of herbal tea, to compete for cognitive resources in consumers' minds and to compete for brand image assets.
However, now that Jiaduobao also has red cans and says "drink Jiaduobao for fear of getting angry", why should we change it to Wan's herbal tea and "drink Wanjia's herbal tea for fear of getting angry"?
Be wary of upgrading the brand to a grocery store. After determining the status of representative categories, category leaders are easy to inflate and think that there is nothing that can't be done with my brand name.
maotai introduced maotai beer, but did it succeed? Finally, it was handed over to the snowflake trust.
After the success of Mengniu, the brand of Mengniu has extended to various colors of normal temperature milk and low temperature milk, as well as various flavors of milk drinks, milk powder, ice cream, high-end milk, yogurt and other products. Although new names such as Telunsu and Guanyi Milk have also been introduced, all of them are branded as Mengniu trademarks.
All this is to remind consumers that Mengniu is no longer a representative brand of a certain category. In the eyes of consumers, Mengniu has become a grocery store.
For a brand with a strong competitor, if the direction is right, the more you struggle, the more fruitful you will be. In the wrong direction, the more you struggle, the closer you get to extinction.
Wang Lao Ji, who covers many products with one brand, and the marketing of Wan Jia surnamed Lao Ji will soon lose the representativeness of the category.
is Wang Lao Ji ready to give way to Jia Duobao for authentic herbal tea?
(Zhou Dao)