2030: Wang Laoji and JDB's pattern conjecture

The battle for Wang Laoji's trademark finally came to an end. Guangpharm Group finally got the beauty, and Jiaduobao had a hard time surrendering. In the interests of disputes, right and wrong, let the comment, perhaps only the parties know. What we are more concerned with is the pattern of the future dispute between Wang Laoji and JDB. What will be the Chinese herbal tea industry after 10 and 20 years?

Wang Laoji: Brand Regression, Why Can Guangpao Enjoy Jiangshan?

If you own a brand, you have a consumer. A brand is the most competitive resource for a company. The Coca-Cola president once said that if Coca-Cola's factories around the world were burned out by a fire, as long as Coca-Cola's brand was still there, it could be restored overnight. This is the value of the brand, and Wang Laoji is such a gold medal.

To get back the Wang Lao Ji brand, Guangpong Group should be the biggest beneficiary. For most consumers, they do not care about the attribution behind their brand. Consumers only recognize the word "Wang Lao Ji." Guang Yao Wang Lao Ji, a green box of the company, has long been relying on the ride of the Red Can Wang Lao Ji brand to earn a profit. Full of pots. Now, the red can of Wang Lao Ji is returning strongly. Guangpeng is enjoying the first country of canned beverages that Jia Duo Bao has been able to lay for many years. This is a harvest that will save people worry and effort, and it will be difficult to achieve scale and efficiency for many years.

Guangyao held the brand back, and received strong support from the local government. It also strategically made important preparations and preparations: the reorganization of Guangzhou Pharmaceutical Co., Ltd. established Wong Lo Kat Health Industry Co., Ltd., with the strategic target of “500 billion in 2015”. At the same time, the special task force urgently recruited 3,000 “quick elimination talents”, showing its determination and intensity.

Although Guangphong is rooting in red and occupying favorable conditions, it is also facing a severe test. First of all, Guangpeng has a big gap with JDB in terms of concept, enterprise system, operating mechanism, marketing team, market experience, and execution power. It does not match the original market size and influence of Wang Laoji. Must be quickly adjusted and promoted. Secondly, Wang Lao Ji as the leader of the herbal tea brand, is to continue to maintain the brand professionalism of Wang Lao Ji, to consolidate Wang Lao Ji = herbal tea brand positioning, or to expand the category of road extension, Guangpharm must make careful choices. At present, Wanglaoji has already been ramping brand authorization. If the category fails to extend, it will weaken Wong Lo Kat's status as the boss in the minds of consumers and the market will also suffer harm. Third, we must keep Wang Lao Ji's existing country and must allow consumers to see it and buy it. Therefore, the challenge of Guangpeng is also whether it is possible to keep its own red tank Wanglaoji to maintain the channel and terminal position and status before setting a firm footing on JDB.

Jadobi: How far away is it to recreate the miracle?

JDB's sudden loss of its brand name for many years is undoubtedly the biggest "victim", but its ability, concept, team, channel, terminal and ability to build a brand should not be underestimated. For Jiabao, the former real overlord of the herbal tea industry, losing the “Wang Lao Ji” brand does not stop JDB’s determination to rebuild a new brand because the herbal tea cake is too tempting. In 2011, JDB spent more than 16 billion yuan in the herbal tea market. Even if it shrinks by half, there are still 8 billion yuan, which is far more than the sales of the Guangpai Group in the herbal tea market. New products are much more realistic.

The biggest test and challenge of Gadobao is the conversion of consumers' minds under the ideological trend of “fear of getting angry, drinking Wang Lao Ji” and “Herbal Tea = Wang Lao Ji”. This not only requires money and advertising, but also requires time and recognition.

When Wang Laoji’s ownership of the brand has not yet been determined, JDB has quietly begun to go to Wang Lao Ji and independently apply for the national intangible cultural heritage. Strategically launched “Thanks for fire, drinking authentic herbal tea,” “Authentic herbal tea, The production of JDB products has begun to be recognized by consumers and lays a foundation for the transformation of consumer minds. It is just that JDB’s emphasis on the authentic herbal tea strategy is correct and worth discussing.

In the process of re-emergence, JDB's brand strength is still weak, and it is necessary to maintain stability and interception work at the terminal to ensure stable and smooth brand recognition and conversion by dealers and consumers in the face of the impact of the new Wang Lao Ji. .

The outstanding team is the most important factor for a brand to “preserve freshness.” The wealth created by JDB is not only the Wong Lo Kat brand, but also the creation of a gold medal team that can build a strong brand. It is this gold medal team that turns Wang Laoji from a decline. The old brand became the first Chinese pot that surpassed Coca-Cola.

Now, the Jiaduobao team holding Wang Lao-Ji is in full bloom. They are familiar with the laws governing the operation of the herbal tea market and it is not impossible for the relatively new herbal tea brand “Jadebao” to be popular. Just like Niu Gensheng led the team away from Yili and established Mengniu.

The production, logistics and channel base accumulated by JDB for many years will help Jiaduobao to stand steadily ahead of Guangda Wang Lao Ji, stabilize the situation and fight for warplanes.

In particular, it is worth mentioning that Jaddado’s overseas resources and experience may be a golden key to breaking the deadlock and opening up a broader market. The Guangzhou Asian Games is a strategic "testing water" for JDB.

Future Conjecture: Brand Gemini, Promoting Chinese Herbal Tea Internationalization

In the next 10 or 20 years, while China's economy continues to grow, the "soft power" of Chinese culture will grow rapidly and form a new trend that will affect the world. During this period, there will surely be a group of brands that truly represent Chinese culture, going international. Herbal tea bears the brunt.

As a national intangible cultural heritage, herbal tea is not only an important drink category, but also has a unique Chinese cultural heritage. Now, red canned Wong Lo Kat herbal tea has been exported to Southeast Asia, Europe and the United States market. However, if Chinese herbal tea is to be sold overseas, it will be faced with by the international beverage giants such as “Two Funs”. With only one single player alone, China’s herbal tea will be difficult to break through and intercept. If you form a brand Gemini in the herbal tea market, It will be beneficial to jointly grow bigger and stronger herbal teas, and it is more hopeful that Chinese herbal teas will truly become the beverage of the world.

A really strong brand and a prosperous market must be based on full competition. Jump out of competition to see competition and jump to see the future. Without big competition, there will be no big categories and no major developments. The brand Gemini is a universal law in the business world. Coca-Cola and Pepsi, McDonald's and KFC, Mengniu and Yili, Shuanghui and Yurun, Xiangpiao and You Lemei, with no exception. There is no history of Coca-Cola and Pepsi Co.’s 100-year history of co-operation and there is no global dominance of today's Coke culture and brand.

The Wong Lo Kat brand has returned to Guangzhou Pharmaceutical. In the long run, it may not be a double loss.

Wang Laoji who originated from authentic herbal tea has accumulated many years of brand influence and time-honored advantages, and Jia Duobao, who is good at marketing innovation, came from Hong Kong and has the advantage of internationalization, just like Coca-Cola representing the authentic Coke and Pepsi Cola representing the younger generation. When they are old and new, they respond to each other and work together, rather than simply shifting one another. And JDB does not taste like Pepsi as a new classic beyond the old brand.

Imagine the future, a few years later, Wang Laoji has a long history, Jiaduobao came from behind, a new pattern of herbal tea industry - the formation of the brand Gemini, herbal tea market will usher in a new era of common prosperity. Along with the historical trend of China's rise, China's herbal tea, under the leadership of the duo, has gone international. With Coke and coffee, China's herbal tea has truly become the world's beverage. If this is the case, it will be a big victory for Chinese herbal tea, and it will be a big boost for Chinese culture and Chinese brands.

Of course, this is a beautiful vision. For the future, the real test and challenge lie in the beliefs, ideals, and realm of the two sides, as well as the career outlook, competition outlook, and wealth outlook. The two strongest encounters are most afraid of vicious competition, attack each other, kill each other, and destroy the entire category. Only by working together in harmony and competing with each other can we work together and share the future!

At the end of December of last year, Guangyao publicly accused Jiaduobao of “stealing state-owned asset interests” and publicly criticized that the smell of gunpowder was rising. This made us worry about the Chinese herbal tea and the bright future of the two brands. Now that the dust settled, JDB’s recent statement emphasized that “it really has the ancestral secret of Mr. Wang Zebang, the founder of herbal tea,” and called for joint efforts to maintain the prosperity of the herbal tea industry. The tone is relatively moderate, I hope this is just Unexpected "fire" and "fire."

Do not get angry, harmonious, and win-win, is the king of the value of the category to maximize. Wong Lo Kat, Kadoboshi, Herbal Tea World, one cannot be less!