Family distribution of yakult

The "door-to-door" sales model began in Japan 1963. At that time, Yakult asked consumers to stick to the bare-handed method of drinking Yakult products every day to maintain the ecological balance of the intestines. As long as a phone call is made, the amiable Yakult healthy mother in Yakult uniform will personally deliver fresh products to consumers as quickly as possible and explain the scientific nature of the products. Introduce the knowledge of intestinal health care and probiotic health, assist the storage of products, and choose the best drinking date. Let every Yakult in the hands of consumers be fresh and delicious, and consumers can easily build a healthy body; Yakult Company uses Yakult's mother's warm greetings and sincere smile to convey the concern and good wishes for everyone's health to every consumer.

There are more than 60,000 yakult mothers in Japan, which are dominated by "home delivery" and are sold in shopping malls and supermarkets. The daily sales volume of Yakult products in Japan is 6.5438+million bottles/day, and the global daily sales volume is 25 million bottles/day. Active lactic acid bacteria milk beverage ranks first in global sales. Yakult entered China in 2002 and established Guangzhou Yiliduo Dairy Co., Ltd. (the product sold in Guangdong Province is called "Yiliduo"). It introduced the Japanese Yakult sales model, with more than 500 Yakult ladies (Yakult mothers) and the sales volume increased from the initial 50,000 bottles/day to the current 500,000 bottles/day. Since 2005, in addition to the established sales companies in Beijing, Tianjin and Suzhou, Shanghai Yiliduo Dairy Co., Ltd. will also establish sales networks in major cities in coastal and northeast provinces in the future, and Yakult will be spread all over the country. Yakult's family distribution model not only publicizes ideas, sells products and conveys love, but also provides employment opportunities for the society.

A successful enterprise must undergo a strategic transformation from manufacturing products to manufacturing brands in its development process. The "home delivery" Yakult is now doing is brand marketing. 2 1 century is the era of brand management. Whoever can stand out from the low-level homogenization competition will win the market. Strong brand competitiveness is the vitality of enterprises to maintain sustainable development. Although the operation cost of "home delivery" promoted by Yakult is high and the effect is not as fast as that of instant advertising, it will be a terrible thing for its competitors when the knowledge about lactic acid bacteria obtained by consumers is all about Yakult one day. This is the role of intangible assets in brand marketing.