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Environmental Analysis of Wanglaoji Herbal Tea

Wang Lao Kat’s marketing environment

1. Micro-marketing environment

1.

Internal environment

It is reported that

Wong Lo Kat Pharmaceuticals has just passed the

2011

Year

January

Month

October 10

The joint venture was completed

After the reelection of the third board of directors,

The fifth generation successor of Wong Lao Kat and

Director of Hong Kong Tongxing Pharmaceuticals

Ms. Wang Jianyi became the chairman of Wong Lao Kat Pharmaceuticals. ,

Mr. Shi Shaobin, deputy general manager of GPHL,

serves as vice chairman and president.

In

2008

December

,

Wanglaoji Pharmaceutical mainly established

"Guangzhou Herbal Tea Key Engineering Technology Research and Development Center"

The center effectively integrates the internal and external aspects of the enterprise

Information,

Strengthen the

research on the material basis,

safety evaluation,

quality standards of herbal tea,

Enable the rapid transformation of scientific research results,

play a leading role in the healthy development of the herbal tea industry

. However, both the Sudan Red incident and the Sanlu milk powder incident highlighted the impact of food source quality control on the quality of finished products.

In view of quality control at the source,

Wanglaoji

Pharmaceutical Industry has specially established a standardized planting base with fixed origins of herbal tea plant raw materials

( GAP

Base

)

It has also gone deep into the main herbal tea producing areas such as Shandong and Jiangsu to learn about the planting process and development of medicinal materials

< p>Carry out safety investigations on the harvesting process, fertilization, and pesticide application. Through on-site evaluation of the origin and suppliers, the origin of plant raw materials is fixed and planting and procurement management are standardized.

2.

From the perspective of middlemen:

In promotional activities,

Jiaduobao not only continues to consolidate its reputation< /p>

In addition to the "Jiaduobao Sales Elite Club" using traditional channels,

it has also given full consideration to how to strengthen the development and control of

catering channels,

Promote the "hot pot store market" and "cooperative hotel" plan

choose major hot pot restaurants and restaurants as "Wang Lao Kat sincere cooperation stores", invest

funds and They conduct holiday promotions together.

Because it provides merchants with practical

benefits,

Red Can Wong Lo Kat quickly entered the catering channel,

becoming the main recommendation Drinks

.

3.

From a consumer perspective:

There is no difference between boxed Wong Lo Kat and red can Wong Lao Kat,

Yes

Just different packaging and different prices for the same brand. It is the same product series, there is no essential difference

.

The price difference between boxed Wong Lo Kat and red can Wong Lo Kat is also caused

by the difference in packaging.

Now Wong Lo Kat enjoys

a high reputation

among Chinese consumers, and

relatively wide awareness. When we feel unwell, the first thing we want to drink is

Wong Lo Kat drinks,

especially men who smoke more cigarettes and

drink more alcohol

p>

At that time,

it was obvious that it represented a solution to the problem.

The occurrence of such a thing

is a very lucky and wonderful thing for any enterprise,

because of its

The brand has lived in the hearts of consumers and has become a more meaningful representative.

4.

From the perspective of competitors:

"

Prevent getting angry

The beverage market is still in a period of rapid growth,

and has yet to be developed.

Red Can Wong Lo Kat has firmly occupied the position of the leading brand,

becoming

the first choice of consumers, the task of developing categories, Red Can Wong Lo Kat Well deserved, and

only it can withstand the attack of other herbal tea drinks such as King of Fire,

Deng Lao Herbal Tea.

Therefore,

from a strategic perspective, boxed Wong Lo Kat should fully support the development of red can Wong Lao Kat

Prevention

p>

The drink of fire

In the market, you must not set fire in the backyard to compete for the market of the red can of Wong Lo Kat, which will ultimately hinder the market of the red can of Wong Lo Kat. Develop markets.

Although many similar products later appeared on the market

, such as those from Haikou Cannery

"

下火

, from a factory in Foshan, Guangdong

Denglao herbal tea

Wait

Joined the front line of herbal tea drinks,

Even now, it still cannot shake the association between herbal tea and Wong Lao Kat brand

Wong Lao Kat is a herbal tea. Beverages represent status.

5.

From the perspective of the product itself: Boxed Wanglaoji has specific consumer groups and consumption occasions due to different packaging and prices.

Due to the different packaging forms,

there are differences in drinking occasions between boxed Wanglaoji

and red canned Wanglaoji.

The red can of Wonglao Kat is made of red tin can

"

Dress

"

It looks high-end and fashionable. It can meet the etiquette needs of Chinese people and can be used as a drink for friends

gatherings, banquets and other social occasions, so it performs well in the catering channel.

Boxed Wong Lo Kat is packaged in cartons. It is light in weight and has poor packaging texture. It does not

reflect its grade and cannot be compared with the red can. Wanglaoji competes in the catering channel.

However, in the ready-to-drink

(small packaging drinks that are convenient to carry, open and drink immediately) and home consumption (non-social occasions) market

On the market, the retail price of a red can of Wong Lo Kat is

3.5

yuan. Compared with other beverages in the same packaging format on the market,

The price is relatively high and cannot meet the needs of price-sensitive and income-limited consumer groups (such as students, etc.). The retail price of boxed Wong Lo Kat is

2

yuan per box

In other words,

is undoubtedly the best choice

. Moreover, in the home consumer market, bulk purchases are the main focus, and people drink beverages at home.

There is no need for pomp or face. On the premise of good quality, the price is low

Key considerations when buying for a home. Therefore, in the ready-to-drink and home consumption markets, boxed Wanglaoji has obvious advantages.

6.

Public Perspective

:

Guangzhou people like to drink herbal tea, especially in the summer. A cup of herbal tea will be in your mouth.< /p>

Immediately produce fluid, quench thirst, feel cool and comfortable. And a bowl of sweet and bitter herbal tea

"

Wong Lao Kat

"

can even more

relieve the heat It relieves sleepiness, removes dampness and clears away heat, and specializes in treating stagnant dampness and heat, dry mouth and red urine, sore throat, fever, and colds in all four seasons. No wonder it is called

"

The King of Guangdong Herbal Tea

"

. Many families will tell their children from time to time on weekdays

to go to the herbal tea stall on the street to drink a bowl

"

Wong Lao Kat

"

To eliminate heat stagnation, or buy some herbal tea bags

Keep them at home to ensure safety. Even some overseas Chinese who return to their hometowns to visit relatives also buy some

"

Wong Lao Kat

"

Take

abroad and let your relatives and friends who have lived overseas for a long time try Yangcheng when they have headaches and fever

"

The efficacy of Wong Lao Kat

"

.

Since then, Wanglaoji has not only sold herbal tea, but also prepared herbal medicine into medicine bags, which is convenient for customers to carry out.

Traveling far away. Wong Lao Kat herbal tea was spread from ten to ten, and it gained word-of-mouth and benefited everyone. Until today, it has remained popular for a long time.

2. Macro marketing environment

1

.

Economic environment

Wanglaoji herbal tea has achieved rapid development

,

After the successful application

. In just five years

,

herbal tea has spread from a corner of Lingnan to the whole country and the world.

Data disclosed by the Guangdong Provincial Food Industry Association also shows that

,

The year when herbal tea was included in the heritage list

2006

Year

herbal tea beverage production achieved rapid growth

,

reaching nearly

400

ten thousand tons< /p>

,

As of

2010

, the annual sales volume of herbal tea has increased to

< p>600

Ten thousand tons.

The intangible cultural heritage brands headed by the red can of Wanglaoji have always

secured a market share of nearly

90%

. In recent years, the plant beverage market, represented by Guangdong herbal tea, is developing rapidly.

Compared with the small business ten years ago,

it is now

A huge beverage industry with annual sales of nearly

20 billion

billion.

Wong Lo Kat beverage sales volume over the years

2002

2003

2004

2005

2006

2007< /p>

Year

2008

Year

2009

Year

1.8

100 million yuan

6

100 million yuan

14.3

100 million yuan

25

p>

100 million yuan

40

100 million yuan

90

100 million yuan

150< /p>

100 million yuan

170

100 million yuan

(including

2005-2009

Annual consumption includes boxed packaging)

2.

Social and cultural environment:

Comprehensive understanding of the social culture of herbal tea , social progress, human

The core value orientation of human development

,

The whole industry unites to study herbal tea culture and industrial development

Connotation,

Value and responsibility

,

Promote the common prosperity of the industry

,

< p>It is of great significance

"

The summit was hosted by Zhang Junxiu, President of the Guangdong Food Industry Association.

Senior cultural, historical and archaeological expert,

Mai Yinghao, lifelong honorary director of Guangzhou Municipal Museum

believes

: “

< p>Herbal tea has become a root for Lingnan people and Chinese people to maintain a harmonious coexistence between people and between people and nature.

,

It is both medicine and food. The best carrier of source theory

.

It embodies the popularization, popularization and joint efforts of all parties in China

,

especially Lingnan food culture

: "

Cool< /p>

Tea Convention

Building an industrial blueprint

3.

Science and technology environment:

1

Monday

25

, national

863

planned project———— "Functional

Food Safety Evaluation and Functional Factor Key Detection Technology"

was officially launched in Guangzhou,

Guangdong

herbal tea representative One of the boxed Wanglaoji was announced to be officially selected into the National High-tech Research and Development Plan

(863

Plan

)< /p>

. In

2008

Jiaduobao took advantage of the Olympic Games

,

on the Hudson River in New York

The advertising slogan

"

Beijing welcomes you

"

,

Strive to let the world know about Wong Lo Kat

,

Understand China's

national beverage

,

Understand Chinese traditional culture.

2010

year

9

month

,

Red Can Wong Lo Kat Won the

"

Food

Oscar of Food

"

"

Global Food Industry Award

",

won high praise from the international experts on the jury

.

This not only shows that Wong Lao Kat’s product production technology has fully reached the internationally advanced

level

,

more importantly, Wong Lao Kat’s inheritance and It promotes the health culture of herbal tea

,

and spreads the nation’s dietary science and culture to the general public

,< /p>

It is an enhancement of the international influence of Chinese national beverage brands and Chinese food

culture

,

declaring to uphold the essence of Chinese culture Herbal tea has been recognized by the world

.

In the same year,

Wanglaoji Pharmaceutical established the "Guangzhou Herbal Tea Key Engineering Technology

Research and Development Center"

. By effectively integrating the company's internal and external data, the center

strengthens

herbal tea material foundation,

safety evaluation,

quality Standard research,

enables rapid transformation of scientific research results,

plays a leading role in the healthy development of the herbal tea industry