1, bad taste:
The refreshing taste of Wahaha beer and tea from the data of market survey in that year, most people feel strange, like beer, not beer, like the taste of drinks. Therefore, there are few repeat customers, which makes Wahaha beer difficult to sell in the market.
2. Fuzzy market positioning leads to fewer channels for mainstream people;
Wahaha beer tea refreshing beverage consumer groups, mainly teenagers, the upper limit is 45 years old, and the core consumer groups are often under 35 years old. The mainstream shopping places are supermarkets, convenience stores and other fast-moving channels. Although the main picture of Wahaha beer and tea is extremely romantic, the unpleasant rhythm, the slow tone of exotic customs, the enthusiastic face of Russian girls and the product performance of foam overflow are obviously not interesting, not functional, but a culture.
The primary target consumer group of Wahaha beer tea beverage is not the fast-moving Red Sea market crowd who pursues dynamic entertainment, but the crowd who wants to cultivate and tap a mature, steady and deep incremental market crowd, a male market, a crowd who wants to drink beer but can't drink it or doesn't want to drink it, so it is necessary to find substitutes. The mainstream channel of this crowd is catering. The age structure of consumers is generally higher than that of beverage people.
3. The failure of advertising strategy:
Regarding the advertising word "You are out", although he was very innovative at that time, under the circumstances at that time, several beautiful women drank beer and other things in classrooms and other places, which actually created a very bad image for parents and public opinion;
Some people even think that it is inducing children to drink, indicating that this shocking advertisement can really expose the brand at the first time, but "going out without drinking" is a kidnapping of moral labels, which is very easy to form rebellious psychology.
4. Category attribution failed:
The core of FMCG is the terminal. At this point, Brother Heima has no doubt about Wahaha's ability, but when it comes to the specific display, he will face great problems, because going to the supermarket or shopping will find that every product has its own display area;
This can form a product agglomeration effect, but whether beer and tea should be placed in the beer area or the beverage area, and there is no similar product to supplement it, then beer and tea naturally become a kind of beverage with poor sales.