Dali Garden: Why Le Hu Beverage Failed?

Followers who failed in Wahaha Qili: Lehu Functional Beverage Abstract: One of the easiest ways for Lehu Functional Beverage to get rid of the current predicament is to emulate He Zheng's experience of "turning defeat into victory". Similarly, according to the law of the opposition of Yin and Yang in brand positioning, Le Hu can focus on "bottled functional drinks" and give up canning, because Red Bull is red canned, if Le Hu focuses on "bottled". One of the easiest ways is to emulate He's experience of "turning defeat into victory", from "being a man should be atmospheric and clean up his vitality" to "bottled herbal tea is more pleasant". At the beginning, the most popular herbal tea was Wang Laoji in red cans. He Zheng Qi later adjusted his strategy and focused on "bottling" to turn defeat into victory. Recently, I saw the new product advertisement of Dali Group in May Day TV advertisement: Lehu functional drink! The following is the advertising slogan: Le Hu: drinking Le Hu, refreshing and anti-fatigue, drinking Le Hu, stimulating positive energy, drinking Le Hu, refreshing and anti-fatigue, stimulating positive energy, Le Hu, CBA official designated functional drinks, the following are advertising pictures and product packaging. First of all, Le Hu's first failure: the brand positioning advertising slogan that is positioned as a tiger is not opposed to the market leader Red Bull, and there is no differentiation. Le Hu and Wahaha Kaili made the same mistake: they didn't stand on the opposite side of Red Bull. Then: Le Hu's second failure: improper product packaging. The packaging and standard colors of Wahaha Kaili look similar to those of Pepsi, which is one of the failures of Wahaha Kaili. Similarly, the same is true for the product packaging of Dali Group in Le Hu. The standard color of stuffing is similar to that of red bull, which is a failure. Secondly, the simultaneous introduction of bottling is another failure. It is not enough to think of a hot word of "positive energy". It is not enough to ask Yi Jianlian to endorse, nor is it enough to become the official designated functional drink of CBA League, because these are all problems that can be solved in RMB. You can solve problems in RMB, and so can your competitors. In a word, Dali Group's Lehu functional drink is a failed follower of Wahaha Kelly. Besides focusing on "bottling" (similar advertising slogan is "Replenish energy, bottling is more pleasant"), Le Hu can also choose to focus on "basketball-specific drinks". Because of the statement that CBA officially designates functional drinks, it can focus on this market segment, that is, "If you are tired of playing basketball, drink Le Hu;" Refreshing, anti-fatigue and stimulating positive energy; Special energy drink for basketball. " Product packaging should not look similar to competitors, but should be different. Stand on the opposite side of competitors' yin and yang. Red bull is red. You can choose green or blue. Do the opposite, don't imitate. Although Dali Group's "Dali Garden" cakes, "delicious biscuits" and "Kebik" chips have achieved good results, and the sales revenue of Le Hu and Zheng Qi Herbal Tea 20 1 1 is 2.86 billion yuan, the current strategy cannot be successful. Of course, one of the easiest ways is to follow He's experience of "turning defeat into victory" and change from "being a clean person" to "bottled herbal tea is more delicious". At the beginning, the most popular herbal tea was Wang Laoji in red cans. He Zheng Qi later adjusted his strategy and focused on "bottling" to turn defeat into victory. Similarly, according to the law of opposition between Yin and Yang in brand positioning, Le Hu can focus on "bottled functional drinks" and give up canning, because Red Bull is canned in red. If Le Hu focuses on "bottling", it will be the opposite of Red Bull's yin and yang: the opposite of yin and yang canning is bottling, which is an obvious positioning method. So why didn't the leadership of Dali Group have a choice? It's not that they don't know, nor that they don't understand the positioning. The experience of constantly adjusting and modifying the brand positioning with Zheng Qi has been a valuable experience of Dali Group, but "the authorities are obsessed with the beholder" and "I don't know the true face of Lushan Mountain is only on this mountain". This is a "positioning blind spot" that entrepreneurs (including enterprise executives) often unconsciously enter (the positioning blind spot of those who are obsessed with the authorities and those who don't know the true face of Lushan Mountain) or "the thinking blind spot of those who are obsessed with Lushan Mountain and those who don't know the true face of Lushan Mountain", so "knowing positioning" is not a problem of ability, but a problem of environment and perspective. It is difficult for people (entrepreneurs and company executives) standing inside the enterprise to know the correct brand positioning or unique focus of their product brands. On the contrary, outsiders (consulting companies, planning agencies, etc. ) you can see clearly. Therefore, the position of "strategist" has been very popular since ancient times, so it was a "strategist" at that time, and now the shopping mall is a "brand positioning consultant and brand positioning division". The emperor = entrepreneur, the prime minister = general manager, the general = sales director, and the strategist = brand consultant (brand director). Mei Cheng Marketing Consulting Company is a strategist of Jiaduobao, Wang Laoji, Jiang Zhong Group and Jin Jiu, and Lei Jun, the leader of Xiaomi mobile phone, is a strategist. Because entrepreneurs and corporate executives will unconsciously enter the blind area of thinking (the blind area of thinking that the authorities are fascinated and don't know the true face of Lushan Mountain), management consultants, financial consultants, investment consultants, salary consultants, human resources consultants, training consultants, planning consultants, positioning consultants, technical consultants, legal consultants, health consultants, emotional consultants, psychological consultants, etc. Both at home and abroad are enduring, and the waves behind the Yangtze River push the waves before ... These different consultants are experts and professionals in a certain market segment or industry. People and entrepreneurs trust experts, and consumers will trust expert brands and professional brands. Dear entrepreneurs and elite entrepreneurs: Since you are ill, you will trust expert doctors. Why not build your product brand into an expert professional brand? Therefore, in fact, all entrepreneurs and entrepreneurs subconsciously understand the importance of positioning, focusing and understanding experts. It is precisely because entrepreneurs and business executives concentrate on the enterprise, turn around the enterprise, or concentrate on "expanding market share, expanding sales, and expanding consumer groups" that there is a blind spot of thinking that "the authorities are obsessed with the beholder" and "I don't know the true face of Lushan Mountain". The so-called brand consultant just gently reminds entrepreneurs as a bystander, that's all.