Four revelation unified abandoned Jinmailang Recently, a notice burst the Jinmailang drinks 'won 20 percent within three years of the tea beverage market share,' the dream, Jinmailang drinks partnership unified shareholder group recently issued a notice, called the improved utilization of the company's assets, will Sale of 48% stake held by Jinmailang drinks. Jinmailang why unified abandoned? And What are the eva wigs implications? Wen / Liu Hongyi Ryan Jinmailang instant noodles market share is the third, only placing him in Tingyi (57%) and Unity (15%), the rate of 8.8%. Master the domestic tea market, unity, Wahaha, Coca-Cola points out of the top four in terms of sales accounted for 41.3%, respectively, 30.4%, 14.5% and 2%; five were former Coca-Cola juice market 31.7% 19.7 unity %, Master of 18.7%, 5.3% Wahaha, Huiyuan 4.6%. In the soft drinks market, Jinmailang share has been hovering between 0.1% -0.2% in 2011, the market share of 0.2%, well below the Master, Coca-Cola, Wahaha and other major competitors.
Revelation: insufficient category expressive although 17 years, but in the category Jinmailang amplification performance, has no outstanding advantage at all. Elastic face, face, Konno noodles, fried noodles, top grade, the East San Fu, Huang spicy yet have, even if it is coupled with a spiced corned are also also did not feel. New products one by one out, do not wait until a bit sterile which then gave birth to the next, in the end is the 'child' raised a lot, you can have the ability of a few, are mundane, tepid, this day also They make do with that. Look at Tingyi's performance: braised beef, mushrooms stewed chicken, shrimp fish plate, pickled beef, spicy beef, chili oil, thousands of pepper Subway ...... hear the name and think like, will flow saliva, which has the whole feeling of difficult words it? But there is indeed a bit of culture job of it. In this regard, KFC is a very worth learning from role models. Gold curry pork chop, chicken curry flavor, secret teriyaki chicken, chicken Pickled bamboo shoots, mushroom chicken French, Sichuan spicy tender cattle, black pepper beef, to treasure seven shrimp, heatwaves whole shrimp, Chuanxiangyou chicken, Nyonya grilled wings, deep-sea cod, Chi Hong exquisite, fragrant vine pepper Ma ...... just a chicken on a new name and changing the method of use, and the product itself is put on top of the material for a change, and change at the outer layer of the taste of it. The same is constantly new products, giving the feeling of gap ye so big it Revelation II:? Flagship product enough in a Master think that it filed classic braised beef noodles, unified push up the past two years is old altar sauerkraut very successful. What Jinmailang of representative products is it? Shells face, face, Konno noodles, fried noodles, top grade, the East San Fu, Huang spicy yet have, crying out to stroll about, really shortcoming. In fact Jinmailang of Congxiang ribs face still great feeling, with the flagship product of image quality. But in the conceptual design and performance of the product and again he lost the king of style. Like unified old altar pickled surface 100, the first sale of the old altar sauerkraut, then a unified position by virtue of its strong promotion of strength to occupy the category leader. Jinmailang it should be so, the first row is selling Congxiang bone, then the package will be sure to highlight the image of the ribs Congxiang words, then spread with the drive scale, so that consumers know that this Jinmailang a category brand leaders, others are to follow suit. Not to mention the money, do not say there is no uniform, Master of money. It is important to spend wisely. A brand launched its flagship product, as a representative, to form a certain image position recognition in the market, it is very important and the Cosplay Costumes most important task. Remember, the flagship product is to have a special advantage, can afford to sustain this Michael Lang brand personality and values, but also worthy of long-term business operations of the available resources. Revelation 3: brand positioning force less like rock candy Sydney Jinmailang entire grandfather said, afraid to get angry.
Actually took advantage of the products and consumer awareness of the cosplay uniform nature of contact, there really is not necessary. First, Wong Lo Kat has been the first, and we show it again so significantly fake, joke with like, consumers saw the joke also noncommittal, more innocent. Furthermore, this category has been rock candy Sydney Wahaha, Master Kong, unity of the three giant fry up Jinmailang with existing channel strength and brand influence, is certainly able to drive up sales terminals. And you do advertising is over, but the Big Three, do you recognize this product as, more embarrassing. Both awkward and wrong. This whole thing's deficit fast enough. Not as straightforward call on three times 'Sydney Jinmailang candy, drink' to the real, which strengthened the Jinmailang brand awareness, but also highlight the product benefits. After all, rock candy Sydney this category has been the fire, he said we do design and acting, redundant. Like you go out of a herbal tea brand, it is no longer a goal of strenuous call. Herbal tea in this category have been fire, direct selling herbal tea on the line, one must recognize. Revelation four, inadequate channels first, product second, third brand channel deep plowing force. Jinmailang can still learn about Yang Yuan. A single product breakthrough, the full range of the outbreak. Starting with a strong flagship product of the brand awareness quickly pulled up, driven by the strong product and brand, can be substantial channel expansion and progress. Following this, all other products can successfully enter the channels. As long as the product can enter the channels covering a certain size, it has been successful in half. To rely on pre flagship brand products to promote the accumulation of influence, it can achieve a good effect of sales. Slowly surplus funds, you can promote other feel good about new products, even if it is of no effect will spend wasted, we also emboldened. If you still can not control more than money, the first input or to select channels. Should never blindly dispersion brand resources, not a product to go to promote what, not enough did not mean to do it. In this case, we should also take limited financial resources to continue to invest to open up channels to go. As for how much money can achieve the desired effect, it is enough, and two years JDB Wong Lo Kat herbal tea to fight the war so fierce, a check data pile, wondering all of a sudden it went to Baidu. (Via i dark horse) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]