Wang Laoji's newly promoted hundreds of surnames can "cottage" themselves.

Wang Laoji's newly promoted hundreds of surnames can "cottage" themselves.

Wang Lao Ji newly pushed hundreds of surnames "shanzhai" himself. The Lunar New Year in 2022 has not yet arrived, and the "cottage" Wang Laoji suddenly caught fire. At present, Wang Laoji, a hundred family name totem cans, ranks first in Tmall's hot-selling list of plant drinks, and Wang Laoji has pushed hundreds of family name cans to "cottage" himself.

Wang Laoji introduced hundreds of cans "shanzhai" to his own 1 herbal tea Wang Laoji, and many people drank them. Have you ever imagined such a scene?

When visiting relatives in the New Year, everyone drinks tea in a box according to their surnames: "Come to Lao Zhang, this is your Zhang Laoji", "Xiao Yuan, this is your Yuan Laoji", "Who else's Ouyang Laoji" and "Yuwen Laoji, come, cheers!"

Whether you have a crush or not, many netizens have already taken action. Recently, herbal tea brand Wang Laoji launched a version with hundreds of surnames. In addition to the traditional "Wang Lao Ji", consumers can also choose "X Lao Ji" cans with other surnames, which are sold out of stock for a while and searched hot, which is quite lively.

What kind of medicine does Wang Laoji sell as a "herbal tea gourd"?

Image source: Wang Laoji official Weibo

Monthly sales of 65438+ million+,who are you?

All kinds of "old geeks" flocked out overnight, and consumers called Wang Laoji a marketing genius: "Take the road of piracy and let piracy have no way out."

Of course, piracy may not be so crazy. ...

In 20021year, Wang Lao Ji once used a wave of surname cans to explode his circle of friends. In 2022, Wang Laoji got off to a good start in the New Year with the packaging marketing innovation of surname jar version 2.0. Custom cans have been launched for 3 days, and many surnames are out of stock. Wang Lao Ji's flagship store also jumped to the first place in the daily sales volume of Tmall platform drinks with 65438+1October 3.

According to the announcement of Wang Lao Ji's flagship store, Wang Lao Ji's surname totem activity * * * provides 1 15 surname totem products, and the source of surname totem is created according to the existing totem in Mr. Wang Dayou's book The Origin of Surname Totem in China. In addition to "changing the surname", each surname has a corresponding totem pattern to represent its own clan culture, and its origin story is also attached to the packaging.

According to China National Intellectual Property Administration official website, affiliated companies of Wang Laoji began to apply for hundreds of Lao Ji trademarks from February 20021year, which paved the way for future marketing. A long string of hundreds of Lao Ji trademarks can almost circle the dining table several times.

However, "1 15 families have happy events, and a hundred families worry", and some surnames cannot be produced and sold because of trademark registration, such as Zhang, Liu, Xu and Wu Laoji, who have registered trademarks. 65438+1On the evening of October 6, Wang Laoji added 100 cans of customized surnames (excluding totems), and the speed of this wave of "blessing" was equally amazing.

As of June 65438+1October 10, the monthly sales volume of Wang Lao Ji's hundred family name totem cans in Tmall flagship store has exceeded 65438+10,000 pieces. And due to the skyrocketing sales volume of the event, the factory is accelerating production, and the goods in the order are expected to be delivered within 20 working days.

Lao Wang's "changing his surname" has doubled in value.

The increase in sales has also brought a steady stream of real money.

In the flagship store of Wang Lao Ji, the price of ordinary Wang Lao Ji is one can in 3 yuan, while the price of surname totem is one box 12 can in 99 yuan. The unit price of 8.25 yuan is nearly three times that of ordinary Wang Laoji, but it has attracted many people who were not interested in Wang Laoji.

"Fortunately, my surname is Wang, as long as 3 yuan." "I even saved 3 yuan money. I have no last name at all! "

Naturally, Wang Laoji will not let this group of people go. He launched a personalized customized can service in the WeChat applet, which can add pictures, words and stickers by himself, and the price is also 99 yuan/box.

Compared with other brands of customized products, the threshold for Wang Laoji to order a box is not low. Take Coca-Cola as an example, the customized cans in its applet can be ordered in one can, but the price is as high as 19.9 yuan/can. On the online shopping platform, the unofficial price of customized Coca-Cola cans is around 5 yuan/can, and gift boxes and light strings are also given away when you buy more.

Comparison of customized products between Wang Laoji and Coca-Cola.

The relevant person in charge of Wang Laoji once explained to the media that the price difference represents the cost difference between different products.

"The cost of customized products is different from that of mass production products. Wang Lao Ji's customized products are products jointly created by Wang Lao Ji and consumers, which contain more emotional significance, cultural value and production cost. The current sales volume also shows that customized products have been recognized by the market. " The person in charge said.

Behind the hot sale, herbal tea is getting cold.

From the well-known slogan "I'm afraid of getting angry and drinking Wang Laoji" to the eight-year battle with competitor Jiaduobao, the word "Wang Laoji" seems to exist more in Internet news than it prefers to appear on the table of young people.

According to the annual report of Guangzhou Baiyunshan Pharmaceutical Company, the parent company of Wang Laoji, the income of the big health sector, which mainly focuses on Wang Laoji products, decreased by 25% in 2020, ending the three-year upward trend and directly returning to the level of 20 16. Wang Laoji's drinking scenes are increasingly limited to restaurants, Spring Festival and weddings, which may be the explanation why the epidemic has brought such a huge impact on Wang Laoji.

Image source: Wang Laoji official Weibo

It is not only Wang Laoji who is cold, but also the entire herbal tea industry. According to the report of Prospective Industry Research Institute, from 20 12 to 20 17, the growth rate of herbal tea market is 16.7%, 15.9%, 15. 1% and/kloc-respectively. According to the Kaidu consumption index, as of June 20 19, the penetration rate of herbal tea in families has dropped from over 50% to 45%.

In the fast iterative beverage market, 0 sugar bubble water, NFC juice and various instant teas are all impacting the sales base of Wang Laoji. In order to cater to the preferences of young people, it is not Wang Laoji's first effort.

Wang Lao Ji's attempt to make a fuss about can body packaging can be traced back to 20 15. From the joint comedy IP "Never Imagine" to the launch of the first customized jar product Wang Laoji's Wannian auspicious jar, and then to the cooperation with the game to launch the customized jar and lucky jar of peace elite and fantasy westward journey.

Wang Laoji's innovation in single items has not stopped. In 20 16 and 20 18, Wang Laoji keenly captured the two trends of "low sugar and no sugar" and "sparkling drinks" respectively, and began to "reduce blood sugar and lipid" and "cheer up" in herbal tea, far ahead of other peers.

However, Wang Laoji's product innovation pace of "desperate efforts" has not been successfully transformed into explosions. This brand, with a history of 194 years, once surpassed the beverage giant Coca-Cola in one fell swoop in 2006, and is still trying to find reasons for young people to drink herbal tea.

In the Spring Festival, the most important traditional festival in China, Wang Laoji will make another effort. Will you accept it?

Wang Laoji introduced hundreds of surnames to himself: Li Laoji, Zhang Laoji and Hu Laoji ... Before the Lunar New Year in 2022, the "cottage" Wang Laoji suddenly became popular. Quotes are added because these products are not counterfeit, but are officially produced by Wang Laoji.

(Source: Wang Laoji Tmall official flagship store)

At the beginning of June 5438+ 10, 2022, the official flagship store of Wang Lao Ji Tmall suddenly put on the shelves. 100 cans of herbal tea plant drinks with specifications of 3 10ml* 12 were sold in 99 yuan. In contrast, the price (discounted price) of traditional 3 10ml* 12 cans of herbal tea of Wang Lao Ji is only 65.9 yuan, with a price increase of 50.22%. At present, Wang Laoji, a totem jar with a family name of 100, has topped the sales volume of Tmall plant drinks, with monthly sales reaching 65,438+10,000+.

Controversy began to emerge. Some consumers said that they liked drinking Wang Laoji very much, and now Wang Laoji has launched a surname jar, which is very memorable. "Great ideas, great products! It is very suitable to give people away, especially on holidays! " However, some media and industry experts commented that many marketing efforts made by Wang Laoji now and in the past failed to find a suitable way, and even some brand diversification actions diluted and overdrawn Wang Laoji's brand value.

Wang Laoji's "cottage" Wang Laoji, a totem jar with a hundred surnames, became popular.

When Wang Lao Ji launched the totem jar with hundreds of surnames, the whole herbal tea market was already different.

(Source: Prospective Industry Research Institute)

According to the data released by Prospective Industry Research Institute, from 20 1 1-20 15, the market size growth rate of China herbal tea industry has been above double digits, with an average compound annual growth rate of 12.34%. However, after 20 15, the herbal tea industry began to decline from prosperity. For example, in 20 18, the market size of herbal tea industry was only 47 billion yuan, down 18% year-on-year.

Today, Wang Laoji is still the leader of herbal tea industry in China, but it is still inevitably affected under the background of declining industry. The financial report shows that in 20 18, Wang Laoji's revenue was 9.464 billion yuan and his net profit was 8.51100 million yuan; In 20 19, the revenue was102.97 million yuan and the net profit was13.8 million yuan; In 2020, the revenue was 6.862 billion yuan, down 33.36% year on year, and the net profit was165438+95 million yuan, down 134 1% year on year.

Coincidentally, Wang Laoji's former competitor Jiaduobao had a hard time. According to the data released by Euromonitor, in the soft drink industry of China in 20 19, Wang Laoji ranked ninth with 2.5% share, and Jiaduobao ranked tenth with 2.3% share.

According to the financial report of Jiaduobao disclosed by Hong Zhong Co., Ltd., during the period from 20 15 to 20 17, the unaudited revenue of Jiaduobao's main business was 65.438+0.004 billion yuan, 65.438+0.063 billion yuan and 7.002 billion yuan respectively, and the net profit for the same period was-654.38+0.89 yuan respectively. 38+。 By the end of 20 17, jiaduobao was insolvent with a net asset loss of 345 million yuan.

(Source: Aiqicha)

According to public data, Baiyun Mountain began to register the "Lao Ji" series trademarks in February 20021year, and by June 20021year, most of the "Lao Ji" series trademarks were approved. Combined with Wang Laoji's slogan of "Happy New Year's gift, reunion and auspicious drink", the launch of surname jar is also regarded by the outside world as the marketing preparation for the 2022 Lunar New Year.

"Customizing cans is actually what we have been doing. "Auspicious" culture is a typical representative of China's traditional culture and reflects people's yearning for a better life. We take users as the center, combine users' inner love for China traditional culture with products, and realize the youthful expression of' Kyrgyzstan culture' through customized cans. "Wang Lao Ji said that Wang Lao Ji's surname jar is a product innovation realized through big data mining user needs and flexible customization.

"We hope to meet the consumption needs of consumers with various surnames through Spring Festival nodes and personalized creative packaging, and help consumers convey more symbolic auspicious wishes to their families and friends through exclusive surnames cans." At the same time, Wang Laoji also said that the application scene of the surname jar is not only in the Spring Festival, but also in festive scenes such as birthday banquets, family banquets, wedding banquets and gifts, which can bring different auspicious blessings to consumers.

"The success of Wang Laoji is the precipitation of hundreds of years of history, so the success of Wang Laoji does not mean the success of Li Laoji, Zhang Laoji and Zhao Laoji. The jar sales audience of this surname will be narrower. " Xiao Zhuqing, an expert in consumer goods marketing in China, said that because drinks pay attention to fashion, brand power is a symbol of fashion, and Wang Laoji's success is the success of history plus fashion. However, it extends the' customized drinks with the original name', and the audience is too small, so it is difficult to create the sales peak of Wang Laoji.

Wang Laoji's Diversified Revival Journey

The sudden outbreak of marketing can't hide the general trend of the beverage market turning. According to the Insight Report on Consumption Attitude of Generation Z in 2020 released by CBNData, the total expenditure of Generation Z in China is 4 trillion yuan, accounting for 13% of the total household expenditure, and the consumption growth rate far exceeds that of other age groups. "Consumption for interest is the core consumption feature of Generation Z, and the unique X-identity is the personality feature of Generation Z".

The unique consumption pattern of Generation Z has spawned many cutting-edge online celebrity brands. For example, Berry Sweetheart, which focuses on low-alcohol drinks, Yuan Qi Forest, which focuses on soda water, and Hankou No.2 Factory, which focuses on new flavor soda water.

Taking Yuan Qi Forest as an example, it accurately hit the consumer's demand for sugar-free and sparkling drinks. According to the data released by Zhiyan Consulting, an information consultancy, the compound growth rate of sugar-free and sparkling beverage industry in recent six years is 40%, and the market scale will reach 654.38+0.2 billion yuan in 2020. It is estimated that this figure will reach 27 billion yuan in 2027.

At the end of 20021,Yuan Qi Forest, which caters to the wind, entered the "20021Global Unicorn List" issued by Hurun Research Institute with a valuation of 95 billion yuan. With the emergence of new brands represented by Yuan Qi Forest in the market, since 20 17, Wang Laoji has also begun to diversify and rejuvenate.

For example, in 20 17, Wang Laoji introduced black herbal tea with the theme of e-sports. In 20 18, Wang Laoji also introduced a plant beverage-bubble herbal tea and a herbal tea. In this regard, Ye Ji, deputy general manager of Wang Laoji Health, said: "The main consumers of beverages are young people. For old brands, fashion means youth, and youth means fashion ... Only by conforming to the consumption concept of young people can we attract new consumers and keep the brand alive forever. "

Wang Laoji even extended his tentacles to areas other than beverages.

In June, 20021,GPHL and Guangzhou Sibeixiang jointly launched Wang Laoji's joint brand "Bihai Beer". On June 5438+ 10, Wang Laoji began to break ground in the catering field and launched the "1828 Wang Laoji Xiaoji Pot Pie" hot pot barbecue ingredient brand.

Regarding the marketing of wide-mouth bottles, Wang Laoji said that he "does not intend to establish a new brand". "The surname jar is one of the diversified products and services we provide to consumers on the basis of the Wang Laoji brand. In addition to surname customization, we also have flexible customization services such as blessing jars, as well as personalized customization of pictures and words, which are new expressions on the road of brand auspicious culture communication. " Wang Laoji said that surname culture is an important part of Chinese traditional culture. The popularity of Baijia cans and Baijia totem cans proves consumers' recognition of this historical and cultural deposit, and they will continue to innovate and explore more traditional culture and Wang Laoji products in the future. The possibility of mixing.

Is the brand value overdrawn?

Brand is an important asset accumulated by Wang Laoji for hundreds of years. In addition to selling herbal tea, Wang Laoji has another business-brand authorization.

(Source: Wang Laoji Tmall official flagship store)

Beijing business today reported today that since 20 1 1, GPHL began to authorize the brand of Wang Lao Ji. For a time, a large number of loquat sugar, sour plum soup, turtle ling ointment and other products appeared on the market.

One of the great advantages of doing this is that on the one hand, GPHL can take this opportunity to expand Wang Laoji's brand influence, on the other hand, it can also charge brand licensing fees. According to a survey conducted by a reporter in beijing business today today, the license period of Wang Laoji brand signed by an authorized company and Guangzhou Pharmaceutical Co., Ltd. is 20 13-2028, and the annual license fee is 5 million yuan.

However, brand authorization has also brought many negative effects to Wang Laoji brand. For example, in 20 19, Ji You products bearing the trademark of Wang Lao Ji were accused of pyramid selling. For a time, Wang Laoji became the target of public criticism. Later, Wang Laoji had to explain palely: "Ji You products have nothing to do with Wang Laoji herbal tea. Although they are authorized to use the Wang Laoji brand, the brand has expired. "

Compare coca-cola. Since the birth of 1886, Coca-Cola has always occupied a place in the beverage market. According to the data released by Euromonitor, an information consulting company, in 2020, Coca-Cola is the brand with the highest sales volume in the global soft drink industry, accounting for 65,438+04.9% of the global soft drink market.

Coca-Cola was troubled by the trend of low sugar. From the overall strategy point of view, Coca-Cola firmly grasps the anchor point of "Coke" and expands its self-operated business category through the strategy of group strategy. According to the data released by Cinda Securities, in 20 19, Coca-Cola's non-alcoholic beverage revenue accounted for more than 95%.

At the same time, Coca-Cola also caters to the needs of consumers through research and development or acquisition, and constantly introduces new products. For example, in 20 14, Coca-Cola acquired the sports drink brand BodyArmor.

The Q3 financial report of 20021shows that Coca-Cola's revenue was 10042 billion US dollars (about 6,404.7 billion yuan), up by 16% year-on-year, and its net profit was 2.9 billion US dollars (about1849.6 billion yuan), up by/kloc-year-on-year. Among them, sales of carbonated soft drinks such as Coca-Cola soda, hydrating and sports increased by 6%. In this regard, Zhan Jie Jun, President and CEO of Coca-Cola Company, said, "According to the strategy of' all-category beverages', we are continuously investing in brands and products that consumers like, and have achieved initial results."

"Wang Lao Ji has carried out excessive brand extension in recent years. Now there are Wang Laoji's beer, Wang Laoji's throat lozenges, Wang Laoji's health products, and Wang Laoji's pueraria powder. This crazy brand authorization has greatly diluted the gold content of Wang Laoji brand. In particular, some of Wang Laoji's foundry companies are flickering and dishonest, which has caused great harm to Wang Laoji's gold-lettered signboard. " Xiao Zhuqing said that it is not easy to create the Wang Laoji brand, which is the result of time accumulation, but destroying the brand is the result of a kind of quick success and instant benefit management. Excessive brand authorization will cause great hidden dangers to Wang Laoji's future development.

Do you usually drink Wang Laoji? Did you get the last jar?

On October 4th, Wang Laoji's 100-family name totem cans became popular on the Internet. In addition to the original "Wang Lao Ji", netizens can also choose other names of "Lao Ji" jars, including "Meng Lao Ji", "Zhou Lao Ji", "Ouyang Lao Ji" and "Zhuge Lao Ji". Enterprise investigation shows that Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd., which is associated with Wang Laoji, applied for registration of trademark information of this surname series in February 2002 1 year, and most of the trademarks were registered in June last year1year.

Wang Laoji's "Hundred Family Names" version of herbal tea sells well.

On the morning of the 4th, the topic of "Wang Lao Ji's New Version of Hundreds of Surnames" was posted on Weibo Hot Search, with a reading volume of 23 million. Look carefully, herbal tea cans can now choose other surnames, including Meng Laoji, Zhou Laoji, Ouyang Laoji and Zhuge Laoji. This operation has been praised by many netizens as "a product operation genius". Some netizens also ridiculed that "this is to be soaked in rain and dew, don't spoil Pharaoh alone?"

The reporter from the New Yellow River saw in the official flagship store of Tmall Wang Laoji that the price of 12 cans of 99 yuan Wang Laoji's totem cans was indeed in a hot state, and this series of drinks also ranked first in Tmall's hot-selling plant drinks list.

It is worth mentioning that this series of products have really been welcomed by the public. As of 4th 14: 00, the monthly sales volume of hundreds of totem cans on Tmall platform of Wang Laoji flagship store has reached more than 30,000 pieces.

In February, 20021year, he applied for registration of "Hundred Family Names" series trademarks.

Enterprise investigation shows that Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. was established on 20 12, and is a wholly-owned subsidiary of Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd., specializing in the production of new forms of herbal tea products such as red cans, red bottles of Wang Lao Ji herbal tea and Wang Lao Ji sugar-free type, solid type and now-adjusted type herbal tea.

In the enterprise search "Guangzhou Baiyun Mountain Pharmaceutical Group Co., Ltd.", as many as 2366 trademark information were found. Among them, the column of intellectual property trademark information shows that Guangzhou Baiyunshan Pharmaceutical Group applied for registration of more than 100 surname trademarks including "Peng Laoji", "Yang Laoji" and "Jiang Laoji" on February 3, 2002, and its international classification is "32 kinds of beer and drinks". The reporter of the New Yellow River noticed that most of the surnames that applied for registration in 2021100100 have been registered. At present, only a few surnames show "application for registration".

It is worth mentioning that this series of products have really been welcomed by the public. As of 4th 14: 00, the monthly sales volume of hundreds of totem cans on Tmall platform of Wang Laoji flagship store has reached more than 30,000 pieces.

Before 4 14, the monthly sales volume of hundreds of totem cans of Wang Laoji flagship store on Tmall platform has reached more than 30,000 pieces.