How did Evergrande Ice Spring deliver the goods to the whole country and even the whole world in such a short time?

However, I think the project of Evergrande Ice Spring will definitely fail, because brand extension has never come to a good end. The boss will think that my brand is already famous, and it is ok to operate other products, but is this a fact?

Give a few examples.

1. Bayer, which invented aspirin, has been selling leading painkillers for many years, but Tylenol has made great progress in aspirin. Bayer has introduced amidophenol products, and Bayer painkillers do not contain aspirin. They think Bayer and Tylenol should both buy it because it is the main brand of headache medicine, but in the end Bayer's market share is negligible.

2. Coca Cola. In the eyes of consumers, Coca-Cola is not a soft drink. This is a brown drink, with sweetness and carbon dioxide. It is poured into a cup called Coca-Cola, not Coca-Cola. For manufacturers. Coca-Cola is a company, a brand, an organization name and a suitable workplace. Therefore, no matter what the new coke is, Diet Coke and Queer look healthier, but people want Coca-Cola, not sugar-free healthy drinks.

3. Have you ever wondered what would happen if the brands such as Head & Shoulders and Rejoice were all called Procter & Gamble? There are many similar examples, but Evergrande doesn't sell much money. Sell two dollars, it doesn't sell well When we buy water, we think I will spend 5 yuan to buy Confucius, two are farmers, three are Laoshan Mountain and one is a treasure. The higher the import cost. Then there is Evergrande. When we buy it, we think, Evergrande? The one on the block? Selling boiled water? Just like your basketball sucks, you want to ask Jordan how to shoot, and then you ask Ronaldo. Tell a joke. My girlfriend is the business manager of the real estate advertising portal. She visited customers and said Evergrande was in our city. The customer said, you mean selling water? The powerful real estate brand itself suddenly has a ruthless influence on consumers. In other words, Evergrande ice flow may be better than the current ice flow, even for cats. We should know that the total assets and brand value of China Resources are basically Evergrande, but it is not the resource mineral water in China.

Brand extension has great advantages in the short term. It will increase in the short term. Consumers may not buy it, but retailers will not. So the initial sales data are very optimistic. Each supermarket sells 10 bottles. But when you stop reordering, the situation becomes very simple. After a potential customer first confirms the brand extension, it is absolutely unclear whether there is this brand.