Wang Lao Ji newly pushed hundreds of surnames "shanzhai" himself. The Lunar New Year in 2022 has not yet arrived, and the "cottage" Wang Laoji suddenly caught fire. At present, Wang Laoji's totem jar with hundreds of family names has topped the list of hot-selling Tmall plant drinks, and Wang Laoji has pushed the jar with hundreds of family names to "cottage" himself.
Wang Laoji newly introduced a hundred cans of family name "Shanzhai" to his own 1 herbal tea Wang Laoji, and many people drank it. Have you ever imagined such a scene?
When visiting relatives in the New Year, everyone drinks tea in a box according to their surnames: "Come to Lao Zhang, this is your Zhang Laoji", "Xiao Yuan, this is your Yuan Laoji", "Who else's Ouyang Laoji" and "Yuwen Laoji, come, cheers!"
Whether you have the heart or not, many netizens have already taken action. Recently, herbal tea brand Wang Laoji has launched hundreds of versions of surnames. In addition to the traditional "Wang Lao Ji", consumers can also choose "X Lao Ji" cans with other surnames, which are sold out of stock and searched hot for a while, which is quite lively.
What kind of medicine does Wang Laoji sell as a "herbal tea gourd"?
Image source: Wang Laoji official Weibo
Monthly sales of 65438+ million+,what are you, Lao Ji?
All kinds of "old geeks" emerged overnight, and consumers called Wang Laoji a marketing genius: "Take the road of piracy, so that piracy has no way out."
Of course, piracy may not be that crazy. ...
202 1, Wang Laoji once used a wave of cans to brush his circle of friends. In 2022, Wang Laoji made a good start in the new year with the packaging marketing innovation of version 2.0 of the surname can. Customized cans have been online for 3 days, and many surnames have been out of stock. The flagship store of Wang Lao Ji also ranked first in the daily sales of beverages on Tmall platform on 65438+10.3.
According to the announcement of Wang Lao Ji's flagship store, Wang Lao Ji's surname totem activity * * * provides 1 15 surname totem products, and the source of surname totem is based on the existing totem in Mr. Wang Dayou's book The Origin of Surname Totem in China. In addition to "changing the surname", each surname has a corresponding totem design to represent its own clan culture, and its origin story is attached to the packaging side.
China National Intellectual Property Administration official website shows that Wang Laoji affiliated companies have applied for hundreds of Lao Ji trademarks since February 20021year, which paved the way for future marketing. A long list of hundreds of Lao Ji's trademarks can almost go around the dining table several times.
However, "1 15 families are happy, but a hundred families are worried", and some surnames cannot be produced and sold because of trademark registration and other reasons, such as Zhang, Liu, Xu and Wu Laoji who have registered trademarks. 65438+1On the evening of October 6, Wang Laoji added 100 cans of custom surnames (without totems), and the speed of this wave of "jiaji" was also amazing.
As of June 65438+1October 10, the monthly sales of Wang Laoji totem cans with hundreds of surnames in Tmall flagship store has exceeded 65438+10,000 pieces. And due to the skyrocketing sales of activities, the factory is accelerating production, and the goods under the order are expected to be delivered within 20 working days.
Lao Wang "changed his surname" and his value doubled.
The increase in sales has also brought a steady stream of real money.
In the flagship store of Wang Lao Ji, the price of ordinary Wang Lao Ji is one can in 3 yuan, while the price of surname totem is one box 12 can in 99 yuan. The unit price of 8.25 yuan is nearly three times that of ordinary Wang Laoji, but it has attracted many people who were not interested in Wang Laoji.
"Fortunately, my surname is Wang, as long as 3 yuan." "I even saved 3 yuan. I have no last name at all! "
Wang Laoji will naturally not let this group of people go. He launched a personalized service of cans in the WeChat applet, where he can add pictures, words and stickers himself, and the price is also 99 yuan/box.
Compared with other brands of customized products, the threshold for Wang Laoji to order a box is not low. Take Coca-Cola as an example, the customized cans in its applet can be ordered in one can, but the price is as high as 19.9 yuan/can. On the online shopping platform, the unofficial price of customized Coca-Cola cans is around 5 yuan/can, and gift boxes and light strings are also given when you buy more.
Comparison of customized products between Wang Laoji and Coca-Cola.
The relevant person in charge of Wang Laoji once explained to the media that the price difference represents the cost difference between different products.
"The cost of customized products is different from that of mass-produced products. Wang Lao Ji's customized products are products jointly created by Wang Lao Ji and consumers, which contain more emotional significance, cultural value and production cost. The current sales volume also shows that customized products have been recognized by the market. " The person in charge said.
Behind the hot sale, herbal tea is getting cold.
From the well-known slogan "I'm afraid of getting angry and drinking Wang Laoji" to the eight-year battle with my rival Jiaduobao, the word "Wang Laoji" seems to exist more in Internet news than it prefers to appear on the dinner table of young people.
According to the annual report of Guangzhou Baiyunshan Pharmaceutical, the parent company of Wang Laoji, due to the epidemic, the income of the big health sector, which is mainly engaged in Wang Laoji products, fell by 25% in 2020, ending the three-year increase and directly returning to the level of 20 16. Wang Laoji's drinking scenes are increasingly limited to restaurants, Spring Festival and weddings, which may be the explanation why the epidemic has brought such a huge impact to Wang Laoji.
Image source: Wang Laoji official Weibo
It is not only Wang Laoji who is cold, but also the entire herbal tea industry. According to the report of Prospective Industry Research Institute, the growth rate of herbal tea market was 16.7%, 15.9%, 15. 1% and/kloc-0, respectively. Kaidu consumption index shows that as of June 20 19, the popularity of herbal tea in families has dropped from over 50% to 45%.
In the fast iterative beverage market, 0 sugar bubble water, NFC juice and various instant teas are all impacting the sales base of Wang Laoji. In order to cater to the preferences of young people, it is not Wang Laoji's first effort.
Wang Lao Ji's attempt to make a fuss about can packaging can be traced back to 20 15. From the joint comedy IP "Never Imagine" to the launch of the first customized jar product Wang Laoji's Wannian auspicious jar, and then to the cooperation with the game to launch the customized jar and lucky jar of peace elite and fantasy westward journey.
Wang Laoji's innovation in single products has never stopped. On 20 16 and 20 18, Wang Laoji keenly captured the two trends of "low sugar and no sugar" and "sparkling drinks" respectively, and began to "lower blood sugar and lipid" and "cheer up" in herbal tea, far ahead of other peers.
However, the product innovation pace of Wang Laoji's "desperate efforts" has not been successfully transformed into explosions. This 194 time-honored brand once surpassed the beverage giant Coca-Cola in one fell swoop in 2006, and is still trying to find reasons for young people to drink herbal tea.
In the Spring Festival, the most important traditional festival in China, Wang Laoji has to exert his strength again. Will you accept it?
Wang Laoji introduced himself to hundreds of surnames: Li Laoji, Zhang Laoji and Hu Laoji ... Before the Lunar New Year in 2022, the "cottage" Wang Laoji suddenly became popular. Quotes are added because these products are not counterfeit, but are officially produced by Wang Laoji.
(Source: Wang Laoji Tmall official flagship store)
At the beginning of June 5438+ 10, 2022, the official flagship store of Wang Lao Ji Tmall suddenly put on the shelves. 100 cans of herbal tea plant drinks with specifications of 3 10ml* 12 were sold in 99 yuan. In contrast, the price (discounted price) of the traditional 3 10ml* 12 cans of herbal tea of Wang Lao Ji is only 65.9 yuan, with a price increase of 50.22%. At present, Wang Laoji, a totem jar with a hundred family names, has topped the list of Tmall plant drinks, with monthly sales of 65,438+million+.
Controversy began to emerge. Some consumers said that they liked drinking Wang Laoji very much, and now Wang Laoji has launched a surname jar, which is very memorable. "Great ideas, great products! It is very suitable to give people away, especially on holidays! " However, some media and industry experts have commented that many marketing efforts made by Wang Laoji now and in the past have not found a suitable way, and even some brand diversification actions have diluted and overdrawn Wang Laoji's brand value.
Wang Laoji's "cottage" Wang Laoji, the totem jar of the people's home became popular.
When Wang Lao Ji launched the totem jar with hundreds of surnames, the whole herbal tea market was not what it used to be.
(Source: Prospective Industry Research Institute)
According to the data released by Prospective Industry Research Institute, the market scale growth rate of China herbal tea industry has been above double digits in 20115 years, with an average compound annual growth rate of 12.34%. However, after 20 15, the herbal tea industry began to decline from prosperity. For example, in 20 18, the market size of herbal tea industry was only 47 billion yuan, down 18% year-on-year.
Today, Wang Laoji is still the leader of the herbal tea industry in China, but it is still inevitably affected under the background of the downward trend of the industry. The financial report shows that in 20 18, Wang Laoji's revenue was 9.464 billion yuan and his net profit was 85 1 100 million yuan; 20 19 revenue102.97 million yuan, net profit13.8 million yuan; In 2020, the revenue was 6.862 billion yuan, down 33.36% year on year, and the net profit was165438+95 million yuan, down 134 1% year on year.
Coincidentally, Wang Laoji's former competitor Jiaduobao had a hard time. According to the data released by Euromonitor, in 20 19 China soft drink industry, Wang Laoji ranked ninth with 2.5% share, and Jiaduobao ranked tenth with 2.3% share.
The financial report of Jiaduobao disclosed by Hong Zhong Co., Ltd. shows that from 20 15 to 20 17, the unaudited revenue of Jiaduobao's main business was 65.438+0.004 billion yuan, 65.438+0.063 billion yuan and 7.002 billion yuan respectively, and the net profit for the same period was-65.438+0.89 million yuan and 65.489 million yuan respectively. By the end of 20 17, jiaduobao was insolvent with a net asset loss of 345 million yuan.
(source: Aiqicha)
According to public data, Baiyun Mountain began to register the "Lao Ji" series trademarks in February 20021year, and by June 20021year, most of the "Lao Ji" series trademarks were approved. Combined with Wang Laoji's slogan of "New Year gift, reunion and auspicious drink", the launch of surname jar is also regarded as the marketing preparation for the 2022 Lunar New Year.
"Customizing cans is actually what we have been doing. "Auspicious" culture is a typical representative of China's traditional culture and reflects people's yearning for a better life. We take users as the center, combine users' inner love for China traditional culture with products, and realize the youthful expression of' Kyrgyzstan culture' through customized cans. "Wang Lao Ji said that Wang Lao Ji's surname can is a product innovation realized by tapping user needs through big data and flexible customization.
"We want to meet the consumption needs of consumers with various surnames through the Spring Festival node and personalized creative packaging, and help consumers pass more symbolic auspicious wishes to family and friends through the exclusive surname jar." At the same time, Wang Laoji also said that the application scene of the surname jar can bring different auspicious blessings to consumers not only in the Spring Festival, but also in festive scenes such as birthday banquets, family banquets, wedding banquets and gifts.
"The success of Wang Laoji is the precipitation of hundreds of years of history, so the success of Wang Laoji does not mean the success of Li Laoji, Zhang Laoji and Zhao Laoji. This kind of surname cylinder will have a narrow sales audience. " Xiao, an expert in consumer goods marketing in China, said that because drinks pay attention to fashion, brand power is a symbol of fashion, and Wang Laoji's success is the success of history plus fashion. However, it extends the' customized drinks' of this surname, and the audience is too small, so it is difficult to create the sales peak of Wang Laoji again.
Wang Laoji's Diversified Revival Journey
The sudden outbreak of marketing can't hide the general trend of the beverage market turning. According to the Insight Report on Consumption Attitude of Generation Z in 2020 released by CBNData, the total expenditure of Generation Z in China is 4 trillion yuan, accounting for 13% of the total household expenditure, and the consumption growth rate far exceeds that of other age groups. "Consumption for profit is the core consumption feature of Generation Z, and the unique X-identity is the personality feature of Generation Z".
The unique consumption pattern of Generation Z has spawned many cutting-edge online celebrity brands. For example, Berry Sweetheart, which focuses on low-alcohol drinks, Yuan Qi Forest, which focuses on soft drinks, and Hankou No.2 Factory, which focuses on soft drinks with new flavors.
Taking Yuan Qi Forest as an example, it accurately hit the consumer's demand for sugar-free and sparkling drinks. According to the data released by the information consulting agency Zhiyan Consulting, the compound growth rate of sugar-free and foamed beverage industry in the past six years is 40%, and the market scale will reach 654.38+0.2 billion yuan in 2020. It is estimated that this figure will reach 27 billion yuan in 2027.
At the end of 20021,Yuan Qi forest, which caters to the wind, entered the "20021global unicorn list" issued by Hurun Research Institute with a valuation of 95 billion yuan. With the emergence of cutting-edge brands represented by Yuan Qi Forest in the market, starting from 20 17, Wang Laoji began to be diversified and younger.
For example, on 20 17, Wang Laoji launched black herbal tea with the theme of e-sports. In 20 18, Wang Laoji also introduced bubble herbal tea, plant drinks and cold tea. In this regard, Ye Ji, deputy general manager of Wang Laoji Health, said: "The main consumers of beverages are young people. For old brands, fashion means youth, and youth means fashion ... Only by conforming to the consumption concept of young people can we attract new consumers and keep the brand alive. "
Wang Laoji even extended his tentacles to areas other than beverages.
In June, 20021,GPHL and Guangzhou Sibuji jointly launched Wang Laoji's joint brand "Bixi Beer". In June+10, 5438, Wang Laoji began to break ground in the field of catering, and launched the brand of "1828 Wang Laoji Xiaoji Pot Pie" hot pot barbecue ingredients.
For the marketing of the surname altar, Wang Laoji said that he "does not intend to build a new brand". "The surname jar is one of the diversified products and services we provide to consumers on the basis of the Wang Laoji brand. In addition to surname customization, we also have flexible customization services such as lucky cans, as well as personalized customization of other pictures and words, which are new expressions on the road of brand auspicious culture communication. " Wang Laoji said that surname culture is an important part of Chinese traditional culture. The popularity of hundreds of surname cans and surname totem cans proves consumers' recognition of this historical and cultural deposit, and they will continue to innovate and explore more traditional culture and Wang Laoji products in the future. The possibility of blending.
Is the brand value overdrawn?
Brand is an important asset accumulated by Wang Laoji for hundreds of years. In addition to selling herbal tea, Wang Laoji has another business-brand authorization.
(Source: Wang Laoji Tmall official flagship store)
Beijing business today reported today that GPHL began to authorize the brand of Wang Laoji from 20 1 1. For a time, a large number of loquat sugar, sour plum soup, turtle ling ointment and other products appeared on the market.
One of the great advantages of doing this is that GPHL can take the opportunity to broaden Wang Laoji's brand influence, and on the other hand, it can also collect brand authorization fees. According to a survey conducted by beijing business today reporter today, the authorized period of the brand of Wang Laoji signed by an authorized company and Guangzhou Pharmaceutical Co., Ltd. is 20 13-2028, and the annual licensing fee is 5 million yuan.
However, brand authorization has also brought many negative effects to Wang Laoji's brand. For example, on 20 19, Ji You products bearing the trademark of Wang Laoji were accused of pyramid selling. For a time, Wang Laoji became the target of public criticism. Later, Wang Laoji had to explain palely: "Ji You products have nothing to do with Wang Laoji herbal tea. Although they have been authorized to use the Wang Laoji brand, it has expired. "
Compare coca-cola. Coca-Cola has been occupying a place in the beverage market since the birth of 1886. According to the data released by Euromonitor, an information consulting company, in 2020, Coca-Cola was the highest-selling brand in the global soft drink industry, accounting for 65,438+04.9% of the global soft drink market.
Coca-Cola was troubled by the trend of low sugar. From the overall strategy, Coca-Cola firmly grasps the anchor point of "Coke" and expands the category of self-operated business through the strategy of collectivization strategy. According to the data released by Cinda Securities, in 20 19, Coca-Cola's non-alcoholic beverage revenue accounted for more than 95%.
At the same time, Coca-Cola also caters to the needs of consumers through research and development or acquisition, and constantly introduces new products. For example, in 20 14, Coca-Cola acquired the sports drink brand BodyArmor.
The Q3 financial report of 20021shows that Coca-Cola's revenue1004.2 billion US dollars (about 6,404.7 billion yuan) increased by 16% year-on-year, and its net profit was 2.9 billion US dollars (about1849.6 billion yuan), which increased by/kloc-0 year-on-year. Among them, sales of carbonated soft drinks such as Coca-Cola soda, hydrating and sports increased by 6%. In this regard, Zhan Jie Jun, President and CEO of Coca-Cola Company, said, "Following the strategy of' all-category beverages', we are continuously investing in brands and products that consumers like, and have achieved initial results."
"Wang Lao Ji has engaged in excessive brand extension in recent years. Now there are Wang Laoji's beer, Wang Laoji's throat lozenges, Wang Laoji's health products, and Wang Laoji's pueraria powder. This crazy brand authorization has greatly diluted the gold content of Wang Laoji brand. In particular, some of Wang Laoji's OEMs are flickering and dishonest, which has caused great harm to Wang Laoji's gold-lettered signboard. " Xiao Zhuqing said that it is not easy to create Wang Laoji's brand, which is the result of time accumulation, but destroying the brand is the result of a kind of quick success and instant benefit management. Excessive brand authorization will cause great hidden dangers to Wang Laoji's future development.
Do you usually drink Wang Laoji? Did you get the last jar?
On October 4th, Wang Lao-ji's 100-family name totem cans became popular on the Internet. In addition to the original "Wang Lao Ji", netizens can also choose other names of "Lao Ji" jars, including "Meng Lao Ji", "Zhou Lao Ji", "Ouyang Lao Ji" and "Zhuge Lao Ji". Enterprise survey shows that Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd., which is related to Wang Laoji, applied for the registration of trademark information of this surname series in February 2002 1 year, and most of the trademarks were registered in June last year1year.
Wang Laoji's "Hundred Family Names" version of herbal tea sells well.
On the morning of the 4th, the topic of "Wang Lao Ji's New Version of Hundreds of Surnames" was posted on Weibo Hot Search, with a reading volume of 23 million. After a careful look, the herbal tea can now choose other surnames, including Meng Laoji, Zhou Laoji, Ouyang Laoji and Zhuge Laoji. This kind of operation has been praised by many netizens as "product operation genius". Some netizens also ridiculed that "this is to be exposed to rain and dew, isn't it just to spoil Pharaoh alone?"
The reporter from the New Yellow River saw in the official flagship store of Tmall Wang Laoji that the 99 yuan 12 jar of Wang Laoji's totem jar was really in a hot state. This series of drinks also ranks first in Tmall's hot-selling plant drinks list.
It is worth mentioning that this series of products are really welcomed by the public. By 4th 14: 00, the monthly sales volume of hundreds of totem cans on Tmall platform of Wang Laoji flagship store has reached more than 30,000 pieces.
In February, 20021year, he applied for registration of "Hundred Family Names" series trademarks.
According to the enterprise survey, Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. was established on 20 12, which is a wholly-owned subsidiary of Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd., mainly engaged in red cans, red bottles of Wang Lao Ji herbal tea, sugar-free Wang Lao Ji herbal tea, solid herbal tea and now-adjusted herbal tea.
In the enterprise search "Guangzhou Baiyun Mountain Pharmaceutical Group Co., Ltd.", as many as 2366 pieces of trademark information were found. Among them, the column of intellectual property trademark information shows that Guangzhou Baiyunshan Pharmaceutical Group applied for registration of more than 100 surname trademarks including "Peng Laoji", "Yang Laoji" and "Jiang Laoji" on February 3, 2002, and its international classification is "32 kinds of beer and drinks". The New Yellow River reporter noticed that most of the surnames of 2021100 that applied for registration have been completed, and only a few surnames show "application for registration" at present.
It is worth mentioning that this series of products are really welcomed by the public. By 4th 14: 00, the monthly sales volume of hundreds of totem cans on Tmall platform of Wang Laoji flagship store has reached more than 30,000 pieces.
Before 4th 14, the monthly sales of hundreds of totem cans with surnames in the flagship store of Tmall platform Wang Laoji has reached more than 30,000 pieces.