Hong fluttering: How to sell 2.4 billion yuan a cup of tea? text / Fan power eight years, roots started, thanks to its own funds scroll, 2006 sales 480 million yuan, in 2008 nearly 10 billion yuan, 2.4 billion yuan in 2012 to break through, this is achieved Jiang Jianqi Hong fluttering stunning results. What Jiang's doorway is? 1. Student tipping point; 2 advertising bombing; 3 zero inventory strategy; 4 focus and concentration; 5 to brand a good name for the business magazine ...... The following excerpt:.... Jiang Jianqi born in Huzhou Nanxun Nanxun is famous southern land of plenty, in the Qing Dynasty, the local big family wealth comparable to the Qing government revenue a year, strong business climate for future generations. Childhood, Jiang Jianqi hear the most is the lucky star wigs business of business, which led directly to extreme discomfort he graduated assigned to the Shanghai Railway Bureau in college after. At this time, school food professional Nanxun engage younger brother in a food factory, Jiang Jianqi bursts back home to help. Clearly, business is what braised carp more interesting, even harder than every discussion.
Food Factory Main pastry, a Spring Festival down to earn more than ten thousand dollars, which is one of Jiang Jianqi the happiest moment in life, in his words, even now earn a million a day are not so happy then. Factory to do next year, because the other brother intends ready to give, then, Jiang Jianqi resign and stay home, took over the food factory, food factory, this is fluttering Food Co., the predecessor of the old urchin Food Co., Ltd. Huzhou. Born in 2003, a confused let Jiang Jianqi and Vice President Cai Jianfeng anxiety: old elf that time tens of millions in annual sales, but obviously could not break through the ceiling met: popsicle flagship product, is a typical seasonal products, In winter it will drop sharply and is likely to be a transitional product. Enterprises urgently need to cut into new areas, but look around, a disconsolate. Was the only definite direction, it is to do one kind of drink products. Jiang Jianqi of business knowledge, certainly something to drink than to eat big sales. You see just seeds, half a packet of seeds often nibbling, worse, also remaining sealed, followed by nibbling a long time ...... I looked impatient ah. Do drink, what to drink? Jiang Jianqi this stage carefully studied the Wahaha, Wahaha style and position in the FMCG industry, like Tencent Internet industry, the beauty in the home appliance industry. As a super product manager Zong extremely good at imitating innovation, once a new category in the market temporarily outcrop angle, Wahaha often immediately follow up, and then take advantage of a strong distribution network will pioneer category lift overturned. Such as its most profitable nutrition Express, which is a small imitation follow foreigners 'Wonderful Love'; Yangzhou kiss imitation rice pudding rice pudding; upon which fortune Wahaha nutritional beverage for children, also in the youth treasure, Chinese pollen expand out on the basis of oral ...... Obviously, this road Jiang Jianqi could not walk, and even he must have for their future product design a 'low period', to avoid being the industry leader trailing hunters. By 2004, one day, Jiang Jianqi see a tea shop in the streets, people are lining up to buy pearl tea. Experience has taught him: a place where long queues must exist as long as supply and demand imbalances, there must be the possibility of innovation, opportunities exist. Jiang Jianqi whim: Why not put milk on the streets convenience, branding it take immediate action, Jiang Jianqi Hangzhou Institute of Agricultural Science and Technology invited to help develop the recipe, please packaging design company, about six months later, the product successful trial?. - He gave the product determines that a new name: Hong fluttering. Hong fluttering before listing only selected Wenzhou, Huzhou, Wuxi, Suzhou, test marketing in four cities, each city select only high school, college, standard supermarket sales point each company arrange track, and the result is then drawn into the chart . Six months with satisfactory results - it is a potential product. Despite rigid digital curve, on its own eyes to see, let Jiang Jianqi excited. Student tipping point in 2005, Jiang Jianqi decision: Hong fluttering to begin preparations to war. How to fight battles? Refuse sky sow pepper-like holding a high hit, after all data has been told Jiang Jianqi test marketing tipping point where it is. According to Malcolm Gladwell's tipping point theory: a work of 80% from 20% of the people involved in the work done. Similarly, to initiate popular, you have to focus resources on the tipping point, just need to find the right point, a touch, the world will move up. So, can quickly detonated cup of tea trend in which taxi drivers crowd Star opinion leaders in the industry of traditional dealers -????? Students. Hong fluttering choice of schools and surrounding super test marketing, but, even shop owners have seen none of the product, how students will buy.
Thus, Hong fluttering in the product in each box is attached with a red paper: put a cup of tea in this box, Yukari fluttering shop owner personally invited to taste. The market gradually with the reaction, the sales team has bought dozens of 'Chinese Yellow Pages,' according to the location of different points where the test marketing, the primary tales of the abyss wigs and secondary schools address within a radius of ten kilometers of all printed and then mailed to the test marketing point. ' The milk sold to these places. '- telephone ringing. There are test marketing curiosity shop owner said, 'You are too much, how do you know there are so many schools around me? I spent so many years did not know!' As such a way, one by one forward, Hong fluttering has in Hangzhou, Zhengzhou , Nanjing, Beijing and several other cities have radiation force for the center, to do deep penetration, and then again the surrounding cities of radiation, an occasion to be done, a matter of course. In 2005 the country held in Jinan rum orders at Hong fluttering formal investment to the nation. Previously, dealers had never seen cup of tea, after personally enjoy excited, site signing an endless stream. A few months later, the order across the country have gathered to Huzhou, Hong fluttering when carrying money, quickly climbed to 50 million yuan. Advertising bombing - ground forces in accelerating advertising aerial bombing is still choose to focus. At that time, financial strength is not strong Hong fluttering, who spent 30 million yuan, and only hit Hunan TV. Hong fluttering tea industry has become the first advertising. Also expressed read: not completely Puwan national market, the supermarket did not, playing what advertising actually decide who spent 30 million yuan advertising costs that night, Jiang Jianqi did not sleep all night, repeatedly tangled finally determined? faith, 'the new product is relatively easy to imitate, first punching must be heavy, to be ruthless, must quickly into the customers mind.' the power of faith, sometimes ten times stronger than faith. It is worth mentioning that the 15-second ad: on the train, a girl holding a drink and not drink tea made either way, Pam, around suddenly became dark one - the original train into the tunnel. Train out of the tunnel immediately. Huh? Tea? The original was stolen in front of a boy drank. This is enough to make a 'collapsed' ads, not knowing the effect is surprisingly good.
Because the fear of the audience do not understand, the ad kept repeating, 'Hong fluttering tea', 'tea Hong fluttering' - a full seven 'fluttering.' In fact, Hong fluttering the ad is enough to trigger a thought, in the end what kind of advertising is good advertising. The question we stay later to answer. Precarious time to 2006, the Chinese cup of tea market began to change of weather. The previous two years, Hong fluttering Civil war, Yiqijuechen, no opponent, its sales of tens of millions from 2005 to 2006 jumped about 480 million yuan, a year, volume speed fast, Jiang Jianqi let themselves be surprised. In the turbulent FMCG arena and cup of tea in the year gross profit more than 40 percent, and the world there is such a good business? Cake attracted predators, Hong fluttering caused peer attention, therefore, the resistance came. Second half of 2006, Lang's excellent music and beauty, Lipton of Lipton's tea, great banner of incense have been reached about tea cup tea market ...... For a time, out of the dozens of national tea brand. Which is the most competitive of Lang's excellent music United States, Lang started with jelly, steeped in the food industry for many years, whether it is financial strength, or dealer network, sales team size, is clearly better than Hong fluttering high many. So, this time, Hong fluttering again doing what? Because Xizhilang early mistakes, let Jiang Jianqi feel terrible opponents not as imagined, with a few years ago so smooth, fragrant fluttering really 'float up' a. Its introduction in 2007, an ambitious development plan: First, launched a determined instant noodles and convenient alternative to cakes projects; the second is to open tea stores, into the catering industry; the third is to enter the real estate market. Went ahead, the whole cake convenient 3 over ten million yuan investment, tea shops opened two, actually also good business. More humor is doing at this time Hong fluttering peanuts, sales scale to more than 3,000 yuan. One side is floating up in Hong fluttering, excellent music and beauty are in hot pursuit while in 2007-2009 two years, price wars, the channel war, advertising campaigns, the war of words, one after another, Hong fluttering on the one hand to face many opponents of the offensive, on the one hand have to separate the energy to do other diversification projects. Jiang Jianqi aware of: the crisis came. In 2008, Hong fluttering sales of close to 10 billion, while sales in the United States and gifted musicians rising to the first half of 2009, with Hong fluttering been very close. Hong fluttering in jeopardy. 'Cut meat' reform the reform is to dare to cut off his flesh. This sentence for a transition period of business apply. Second half of 2009, Jiang Jianqi begin a profound reflection, and also visited many domestic intensive marketing management agency, he tried to give their business to find a prescription, also for their next business career looking for an answer. - Focus, focus, withdraw from diversification, which is Jiang Jianqi the answer. But, you really want to cut outside business segments in addition to tea, it will take courage. The first item to be cut down cake: cake has voted more than 3,000 yuan, the money to drop down even did not see a bubble, and pain. The second item to be cut down Peanuts: Peanuts project has annual sales of 30 million yuan or more, and turn it inside highly controversial, even anxious director responsible for the production of live in the hospital. Hospital, he took the hand of Jiang Jianqi, 'Jiang total, the factory can not be closed ah!' At that moment, Jiang Jianqi feels indescribably sad. Third, we must cut real estate project: time, the real estate industry profits for all to see, a lot of people think that Jiang Jianqi crazy, but he still insisted after Hong fluttering on a real estate project closeout, firm is no longer involved in the industry. In fact, companies sometimes with people almost. Workshop in operation, employees at work, product sales, which is the business in breathing. Living in the meantime, if you can feel the pulse of it. Suddenly, three projects opt dismount, like away his own and raised three children in tow, Jiang Jianqi feel pain. Of course, the pain points and the short-term pain long pain, great pain and little pain, wound up in Hong fluttering strategy must be to give up, forcing himself back that may be more painful unknown road. Climax again soon.
The entire net worth betting tea Hong fluttering, began to emphasize their own industry pioneer status. 'Cup of tea pioneers, Hong fluttering sell X billion cups a year, can put together a cup X a circle around the earth.' - This is the National People seem to have heard the ads from this. Is answered previously mentioned 'in the end what kind of advertising is good advertising,' the problem right away. In fact, after the first branch in Hong fluttering advertising, also launched another branch ad: Jiang Jianqi find a popular singer Bishi network savory, but please, 'Mice Love Rice' a song tailored author the song 'Gone with the Wind Xiangpiao.' This song was later used in commercials Hao taken inside. This ad film shot by Hong Kong director, is recognized as the highest quality in Hong fluttering shoot an ad, 'like art films.' However, art films like advertising is not a good advertisement? Last marketing data showed that the soil does not pull a few seemingly no culture of advertising, but prone market outcomes. Jiang Jianqi said, 'For television advertising, it sounds more important than the text, the text more important than the picture, a lot of advertising screen aesthetic, but even reading the business is what consumers do not know that advertising is completely meaningless.' In addition to advertising, product, Hong fluttering also began with opponents segment. Such as packaging, fragrant fluttering cup of tea to be larger than competing products, paper and more sophisticated, the full amount outstanding, affordable characteristics; even straw, the other brand is just one off and then put the cup, fluttering the custom of double modular straw, usually for a short two sections, the use of a plug can be gently until the end of 2009 when the variable length ......, Hong fluttering and gifted musicians United States finally reached a breaking hatred history node. This time, another industry emerged variables: inflation resulting in raw material prices. Well, not prices rose cup of tea? Fluttering decide first price increase, not only because of the low profit margin business will be dragged into the quagmire, or even damage to the industry. But, Hong fluttering prices, opponents do not rise how Jiang Jianqi team conducted a full assessment, they think the opponent may have two reactions:? Follow up or stay put, this is also made in advance two kinds of plans. No one can expect, the opponent does not even rise to fall instead - in order to expand market share, excellent music United States to give up profits ideas, as if staged a suicide air strikes. 'Battle' in September 2010, because the traditional distribution channels, many dealers are relying on benefits, low prices will feed Which Which of goods, in Hunan and Hubei Hong fluttering does not account for the strong market, excellent music and beauty invasion began, marked success. How to do? Hold on means everything. Jiang Jianqi even Cosplay Costumes make a market decline of 30% of the worst, but also determined not to cut prices.
At a time when new problems again, made the decision a few months ago in Hong fluttering prices suffered execution problems. Market analysis meeting, provincial and municipal managers who have complained, vice president in charge of the price adjustment strategy Cai Jianfeng Seeing this situation, a pound the table, he said it would not open. Why will not it open? The next day, hundreds of people are drawn to expand a training center in Fuyang, Zhejiang, Cai and even his own 10-year-old daughter brought. A Singapore coach responsible for the training and expand two days and nights get down, wrap-up meeting everyone crying one: originally I thought that the training courses can not be completed, even have done. - Thus, market analysis will immediately reconvene the summing-up meeting. Cai Jianfeng asked, 'This price increase can not be successful?' 'Must be able to!' Uniform to a venue the following cry ...... In fact, FMCG companies raise prices, it is indeed a difficult proposition. Even companies like Master, if such price decision within six months from the implementation of the headquarters to the terminal, but also a great thing, 'is to open the celebration.' The fluttering its inception, after five price increases, sometimes Even two months to complete the goal. The campaign, Jiang Jianqi demonstrated their hard gas. Seeing massive opponents seized the opportunity to expand the market, still unmoved, never compromise, never served soft. In December, the terminal good news, even though Hong fluttering raised prices, many distributors still return to Hong fluttering. The reason is that the taste of tea is a kind of demanding products, consumers accustomed to the taste of Hong fluttering, generally reflect their taste purer some other brands of tea despite low prices, often only short-term effects of the purchase. Zero inventory strategy is worth mentioning that, Hong fluttering been able to stick up in the price war, a big reason is that it's zero inventory strategy. Hong fluttering products will be produced in the form in order, payment and delivery, rejected consignment, this would have dispensed with the pressure on the stock. Rejected consignment, is Jiang Jianqi do business over the years to develop a style. He believes that between China's dealer groups and manufacturers need tighter integration, and the consignment of this form, the dealer can sell goods to sell, sell to refund vendors, which often leads to their lack of accountability. I remember one year he suffered floods in Zhejiang, he went to the market and saw that pad in the bottom flooded living products are basically consignment of products, and to distribute the money to buy real products are on top. Thus, Hong fluttering in the initial selection of dealers when their value is often only Hong fluttering product sales. At present, Hong fluttering thousands of dealers across the country, of which more than a third of the main business is in Hong fluttering tea, incense fluttering whom are also leaving sufficient margins. In this part of the dealer, the United States is showing a gifted musicians deficiencies. Clubs in the United States dealers often have tea and jelly two products, once encountered inadequate maintenance season tea category, sales tend to decline immediately, but also because there are jelly products for the support, but also difficult to achieve many dealers focused exclusively on milk sales, sales force presence insufficient. Annual sales of 2.4 billion yuan in a thrilling play down price war, in 2010, Hong fluttering cup of tea sales exceeded one billion, sales of over 2 billion yuan. Into 2011, Hong fluttering sales continued to grow, the distance between competitors re-opened, the industry's first brand position to keep. Cup of tea - a man initially did not concern the industry show amazing power, why so first, because eight years ago to seize the structural defect Hong fluttering Chinese tea market in one fell swoop to open the door to a new category? ; Another reason, have to thank the master and the brightest in a bloody competition, the market bigger cake together. In fact, such as Hong fluttering enemy that rely on a single category of business, its advantage lies in boxing fingers together, leaving no escape route, a disadvantage is that the market capacity of the industry itself. 2012 Hong fluttering sales of 2.4 billion yuan, the future could exceed 50 billion or $ 10 billion industry ceiling, depending on the ability of the business to build the platform strategy in the coming years. (Via business) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]