Gadobao herbal tea marketing case study
Herbal tea is a kind of herbal medicine boiled in Guangdong and Guangxi, with the effect of removing heat and dampness. medicinal tea? Among the many old herbal teas, Wanglaoji is the most famous. Wanglaoji herbal tea was invented in the Daoguang period of the Qing Dynasty, and has been in existence for 175 years, recognized as the originator of herbal tea, and the king of medicinal tea. King of medicinal tea? It has been recognized as the originator of herbal tea and is known as the king of medicinal tea. In modern times, Wanglaoji herbal tea has spread all over the world along with the footprints of Chinese people. In the early 1950s, due to political reasons, Wanglaoji Herbal Tea Shop was divided into two branches: one to complete the transformation of public ownership, the development of today's Wanglaoji Pharmaceutical Company Limited, the production of Wanglaoji Herbal Tea Granules (State Pharmaceutical License); the other brought to Hong Kong by the descendants of the Wang family. In mainland China, the brand of Wanglaoji is owned by Wanglaoji Pharmaceutical Company Limited; in countries and regions outside mainland China, the brand of Wanglaoji is registered by the descendants of the Wang family. Gadobao is a Hong Kong-funded company located in Dongguan, licensed by Wanglaoji Pharmaceuticals, Hong Kong Wang's descendants to provide the formula, the company's exclusive production and operation of Wanglaoji brand canned herbal tea in mainland China (food size).
Wanglaoji red cans of herbal tea in the Gadobao company's marketing management of rapid growth, more than a decade later, Wanglaoji red cans of herbal tea in the Chinese market beyond Coca-Cola, became "China's first can of beverages", which also triggered the two companies on the red cans of Wanglaoji trademark competition. 2008, the Guangzhou Pharmaceutical Group began to negotiate with the Hongdao Group, identified the Wanglaoji brand as a state-owned assets, in order to prevent the loss of state-owned assets, and demanded the recovery of the Wanglaoji brand, and to prevent the loss of state-owned assets. In 2008, GPHL started to negotiate with Hongdao Group, recognizing the Wanglaoji brand as a state-owned asset, and in order to prevent the loss of state-owned assets, it requested to recover the right to use the Wanglaoji brand; in 2010, GPHL initiated the legal procedure, complaining that the supplemental agreement signed with Hongdao Group during the period of 2002-2003 was invalid, and that the right to use the brand was stopped in 2010. After nearly two years of complaints and mediation, in May 2012, China's economic and trade ruled that Gadobao stopped using the Wanglaoji trademark, Wanglaoji brand back to the Guangzhou Pharmaceutical Group.
To a certain extent, the fame of Wanglaoji brand is due to Gadobao's marketing tactics, which can make the herbal tea this kind of drink in an awkward position among the strongest beverage market. Coca-Cola, Pepsi, Wahaha, Master Kong, unification, Huiyuan these brands in the market share is far better than Gadobao, can run the brand nationally known, naturally, there is also a certainty in the loss of Wanglaoji brand quickly establish a valuable brand.
1 product profile
For Wanglaoji, is "herbal tea" or "beverage"? Consumers' perception is very vague. If Wanglaoji continues the brand history of herbal tea, then it can inherit the "fire" effect, but consumers outside of Guangdong have little knowledge of herbal tea; if Wanglaoji as a beverage to position, then the red can of Wanglaoji formula taste sweet, according to the traditional idea of the bitter taste of the good medicine, the "fire" is not enough medicinal power. 2002 before, from the surface, the red canned Wanglaoji (hereinafter referred to as the red can of Wanglaoji), the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji, the red can of Wanglaoji. Wanglaoji in red cans (hereinafter referred to as "Wanglaoji in red cans") is a very good brand, in Guangdong, southern Zhejiang, sales volume is stable, profitability is good, there is a relatively fixed consumer base, red cans of Wanglaoji beverage sales performance for several years to maintain more than 100 million yuan. After the development of this scale, Gadobao's management found that to make the enterprise bigger, to go to the country, we must overcome a series of problems, and even some of the original advantages have become obstacles to the continued growth of the enterprise.
Product positioning unclear
In Guangdong, the traditional herbal tea (such as granules punch, home brewing, herbal tea store brewing, etc.) because of the effectiveness of the fire is significant, consumers generally as ? medicine? Take, do not need and can not drink often. And it is not necessary to drink it regularly. Wanglaoji? This brand with a history of hundreds of years is a synonym for herbal tea, and when you think of herbal tea, you can think of Wanglaoji, and when you think of Wanglaoji, you can think of herbal tea. Therefore, the red can of Wanglaoji is burdened by the brand name, and it is difficult to smoothly make Cantonese people accept it as a drink that can be consumed regularly, so sales are greatly limited. On the other hand, the formula of the red can of Wanglaoji produced by Gadobao originated from the descendants of the Wang family in Hong Kong, and it is a food product approved by the national audit, and its smell, color, and packaging are all very different from the traditional herbal tea in the concept of the Guangdong consumers, and the taste is sweet, according to the Chinese? The taste is sweet, according to the Chinese traditional concept of "good medicine tastes bitter", consumers naturally feel that its taste is bitter. According to the traditional concept of Chinese medicine, consumers naturally feel that its taste is bitter. The traditional concept of Chinese medicine is bitter taste, consumers naturally feel that it can reduce the fire. The strength of the medicine is not enough, when it produces? When there is a need to lower the fire, it is better to go to the herbal tea shop. When there is a demand for herbal tea, it is better to buy it from herbal tea stores or make it at home. Therefore, for consumers, the most important thing is to pay attention to the efficacy of the herbal tea. efficacy? It is also not a good choice among the herbal teas.
In the Guangdong region, the red can of Wanglaoji has the brand of Wanglaoji, the originator of herbal tea, but has a face of a beverage, making consumers feel ? It is both like herbal tea, but also like a drink? , cognition into confusion.
And in Gadobao's another major sales area in southern Zhejiang (mainly Wenzhou, Taizhou, Lishui), consumers will be? red can of Wanglaoji? and Kangshifu tea, Wangzai milk and other beverages, there is no taboo that is not suitable for long-term drinking. Coupled with a large number of local overseas Chinese, driven by their guidance, red can Wanglaoji soon became the best-selling local products. Enterprises are concerned that the red can of Wanglaoji may become a fashionable come and go, as when the red red in the south of Zhejiang, coconut coconut juice, and soon replaced by a new fashionable products, disappearing overnight in the streets and alleys of the clean.
In the face of these confusing consumer perceptions, there is an urgent need for advertising to provide a strong guide to clarify the core values of Red Can Wanglaoji and differentiate it from competitors.
Narrow market
Outside of Guangdong and Guangxi, people don't have the concept of herbal tea, and even in surveys, the concept of "herbal tea is cold white tea" is frequently seen. Herbal tea is cold white tea? We do not drink cold tea, we often make hot tea? These views. The concept of herbal tea is not a concept of herbal tea. The cost of educating the public about the concept of herbal tea is obviously staggering. The cost of educating the public on the concept of herbal tea is obviously staggering. Moreover, mainland consumers are not aware of the concept of herbal tea. fire-reducing The demand has been filled, most of them are through the taking of drugs such as ox-huang detoxification tablets to solve the problem.
Doing herbal tea is difficult, do drinks are also in crisis. If you look at the entire beverage industry, Coca-Cola, Pepsi as the representative of carbonated beverages, Master Kong, unified as the representative of the tea drinks, juice drinks is in the unshakeable market leadership.
Moreover, the red can of Wanglaoji to ? Honeysuckle, licorice, chrysanthemum and other ? Herbs boiled, there is a faint taste of Chinese medicine, for the taste of the first drink, Wanglaoji this taste does exist not a small obstacle, coupled with the red can of Wanglaoji 3.5 yuan retail price, if Gadobao can not make the red can of Wanglaoji and competitors to differentiate themselves, it will never go out of the beverage industry? The powers that be? s shadow
.
This has led to the red can Wanglaoji face an extremely awkward situation: can not stick to the two places, but also can not be promoted across the country.
Unknown concept
The theme of Gadobao's TV ads at the time was not prominent, and the ad above could have been used for any beverage, and did not reflect Gadobao's special brand value at all. Why is it that this kind of promotion in the early stage can make the red can of Wanglaoji survive and grow. First of all, the domestic market is not very sound, there is a big gap in the herbal tea market. Red can Wanglaoji fill this gap, so the initial period can earn a certain amount of profit, and later to make the enterprise bigger, made a certain scale is very limited. Must give consumers a clear concept of why to buy your product.
2 SWOT analysis and strategy
SWOT analysis of the red can of Wanglaoji at this stage. The main advantage of Gadobao is that the brand of Wanglaoji is an old brand in Guangdong, with a high degree of recognition, while the market in ? Fire-reducing? There is a gap in the market for functional beverages. According to the theory of "cutting", it is an opportunity for Wanglaoji to cut out a new market - the market of canned herbal tea drinks, and tap a new demand - the fire-removing drinks that can be consumed frequently. Coca-Cola was only a cough syrup in the early stage, but after product positioning and packaging, it became a carbonated beverage. The entire sales situation immediately improved, so that it became the world's top-selling beverage. Product positioning is critical to advertising effectiveness and even branding.
On January 17, 2003, the market research company submitted the first phase of consumer survey data to Cheng Mei and Gadobao. The results of the survey showed that existing users of Red Can Wanglaoji have similar social characteristics, mainly age differences with ordinary beverage consumers, with significantly fewer users aged 15-20. In addition, the survey found that there is a significant difference in consumer awareness of red-can Wanglaoji in three cities, as follows:
1. Consumers in Guangzhou have a 97% awareness of the brand Wanglaoji, while the awareness of red-can Wanglaoji is 87%, meaning that some consumers know Wanglaoji but do not know the red-can Wanglaoji; Consumers in Shenzhen have the same level of awareness of Wanglaoji and red-can Wanglaoji, which are both 86%; Wenzhou Consumers in Shenzhen have the same level of awareness of Wanglaoji and Wanglaoji in red can, both at 86%; Wenzhou consumers have the same level of awareness of Wanglaoji and Wanglaoji in red can, both at 84%. This suggests that consumers in Shenzhen and Wenzhou may derive their awareness of the brand from the red can of Wanglaoji;
2. Only 42% of consumers in Guangzhou have consumed the red can of Wanglaoji, a significantly lower proportion than in Shenzhen (80%).
3. The proportion of consumers who have consumed red cans of Wanglaoji within six months is also significantly different, with 14% in Guangzhou, 55% in Shenzhen and 59% in Wenzhou.
4. In terms of occasions/situations of drinking red can Wanglaoji, the study found that Guangzhou consumers drank it most often when they were not feeling well, accounting for 56% of the total, followed by drinking it when they were thirsty, accounting for 41%; Shenzhen consumers drank it most often when they were thirsty, accounting for 73% of the total, followed by drinking it when they were not feeling well, accounting for 37%; Wenzhou consumers drank it most often when they were gathering with friends and relatives, accounting for 72% of the total, followed by drinking it when they were thirsty, accounting for 51% of the total. The most consumers in Wenzhou drink it when they gather with friends and relatives, accounting for 72%, followed by 51% when they are thirsty, and only 2% when they are not feeling well;
5. Alternatives to red-can Wanglaoji, i.e., if there is no red-can Wanglaoji, what do you choose to replace it? Guangzhou consumers mainly choose among other herbal teas, the most is Huang Zhenlong Herbal Tea and Xia Sangju, while Shenzhen and Wenzhou consumers mainly choose among ordinary beverages such as cola and tea drinks.
At that time, the consumers of Wanglaoji were mainly in Guangdong and southern Zhejiang, and their cognition of Wanglaoji Red Can Herbal Tea was mainly to drink herbal tea to get rid of the fire when they ate fire-affected food, which means that Wanglaoji became the psychological comfort for consumers to enjoy the food to their heart's content. On the basis of consumers' existing knowledge of Wanglaoji, analyze the market, segment the market and find the entry point. Analyze the competing products, find out the strengths and weaknesses of our own products, determine the product positioning concept, and carry out publicity and promotion. Wanglaoji's direct competitors are mainly fire-eliminating functional beverages that can be consumed on a regular basis, a category that does not exist; there are only beverages similar to chrysanthemum tea and the like, but there are no well-established brands. On the other hand, the beverage market that competes with Wanglaoji is mostly Coca-Cola, juice drinks and tea drinks, and none of these established beverage brands have fire-eliminating properties. In the end, Gadobao positioned the Wanglaoji brand as a "canned beverage to prevent fire".
3 Advertising and branding
To build Wanglaoji herbal tea brand, Gadobao company can be said to be a large sum of money, from the point of view of advertising advertising price, Wanglaoji advertising investment from more than four million yuan in 2002 to more than three billion in 2011, ten years to achieve nearly eight hundred times the growth; these huge advertising investment, the television media to become the main cost of the investment. The TV ads used five scenarios that consumers consider to be the most vulnerable to fire in their daily lives: eating hot pot, watching football all night, eating fried food fries, barbecuing, and summer sunbathing, and the ads showed people drinking red cans of Wanglaoji while happily enjoying the above activities.
The tagline, combined with the fashionable and dynamic song "Don't be afraid of anything, enjoy life to the fullest, drink Wanglaoji if you're afraid of fire", prompted consumers to naturally think of red cans of Wanglaoji when they ate hot pots and barbecues. TV advertisements are mainly placed on CCTV and satellite TVs that cover the whole country. According to the amount of investment, it can be seen that during the period of 2002-2011, the highest amount of investment was placed on Central 1 (general channel), followed by Central 5 (sports channel), and then several satellite TVs, and a small number of local channels. In terms of advertising airtime, Wanglaoji's ads on CCTV 1 are mainly broadcasted in the two time slots of 19:30-19:59 after the news broadcast and 21:30-21:59 after the primetime TV series.
Gadobao has followed the consistent positioning idea in marketing planning for the brand of Wanglaoji, and made a precise and clear positioning of Gadobao herbal tea: the leader of authentic herbal tea? Gadobao. Gadobao was publicized as an authentic herbal tea, directly challenging Wanglaoji's positioning of authentic herbal tea. Containing the title of "The Voice of China", Gadobao also advertised to the outside world is to see the authentic concept of the program.
In order to effectively intercept the original Wanglaoji brand, used this advertising slogan? The nation's leading sales of red pot herbal tea, renamed Gadobao, or the original flavor, or the original formula? and used similar scenes to the original Wanglaoji advertisement, trying to make the original Wanglaoji consumers believe that Wanglaoji herbal tea has been renamed Gadobao herbal tea, and Gadobao herbal tea is the representative of authentic herbal tea. Through this strategy, it tries to retain the old customers who have worked so hard to accumulate the original Wanglaoji brand.
Through this renaming advertisement, it can be seen that the Gadobao Group has changed from the initial playing? The sad card? Walked to today with? Wanglaoji? A complete break, only to say goodbye to the past can really stand up. Gadobao is step by step to seize the first opportunity, in contrast, the Guangzhou Pharmaceutical Wanglaoji health industry company is still for the production line annoyance, is still releasing the urgent recruitment of 3,000 fast-moving ads of excellence, it can be known as for the fast-consuming products time is the life of the reasoning. In recent years Gadobao through with? Wanglaoji? Lawsuit storm, arbitration, change the advertising slogan, clear inventory, bright contract, notarization, patents, even at the expense of product seizure? The end is to attract the media and the eyes of the general public at the same time free of charge with the help of a large number of media reports, the original in the public's memory did not exist Gadobao red, like its herbal tea! And these actions, with respect to its direct release of advertisements, achieved a better than expected publicity effect. For a while, it was as if people began to pay attention to the discussion of ? Gadobao? Especially this year, Gadobao 60 million huge investment to the "Voice of China" sponsorship, Gadobao bet won. The success of The Voice of China, not only let Zhejiang TV quickly stand out in many TV, let Hunan TV, Jiangsu TV jealous eye; also let Gadobao's name with the spread more widely. The title of "The Voice of China" is just a very small part of Gadobao brand communication strategy, if a little attention, we will find that Gadobao almost all the title of the domestic satellite TV's famous variety show. It has even been found that certain TV programs in second and third tier cities are also titled by Gadobao.
In addition to the TV program title, Gadobao's TV ads can be said to be all over the place. Gadobao seems to be under the ? Blood money? This is the same as when during the earthquake Wang Laoji (Gadobao) donated 100 million of the big money is the same way.
In February 2009, Wanglaoji brand won the Asian Games non-sports drink sponsor qualification, so, various forms of marketing for the Asian Games immediately launched. From the Asian Games singer audition of "Sing the Asian Games to win the gold" to the national cheering photo collection of "raise the can to cheer and open the can to win the Asian Games", the marketing campaign that lasted more than a year has been running through the marketing concept of Wanglaoji, "I am a wonderful Ji in the Asian Games", which has further sublimated Wanglaoji's brand image in the sports arena.
4 Competition with the Guangzhou Pharmaceutical Wanglaoji
Active infringement strategy. Gadobao as a new brand, it must take the initiative to infringe, in order to link with the original Wanglaoji, so that the public perception of Gadobao is Wanglaoji. Active infringement strategy includes: (1) product infringement. That is, the introduction of a large number of one side of Wanglaoji, one side of Gadobao products, a large number of dealers to pressure goods, in order to achieve the brand conversion cognition, and finally make a fortune in Wanglaoji products, as well as in the channel on the top of the new Guangzhou Pharmaceuticals three birds with one stone effect; (2) publicity infringement. Is to deliberately mislead consumers and the public, that Gadobao is the former Wanglaoji. Typical is its advertising, ? Name change? One said it was very effective. In Gadobao's powerful channels, Gadobao also through its dealers, sea of people tactics to publicize ? name change? Some of the sales are labeled on the shelves with the ? name change? notices, and some dealers repeatedly explained the name change to consumers who wanted to buy Wanglaoji. The change of name? and sold to consumers with Gadobao products instead of Wanglaoji.
The law is Gadobao's weak point, because it has evidence of violation of the law in some of its behaviors, but Gadobao's strategy is not to win the lawsuit, but to increase the degree of exposure, so that Gadobao's lawsuit with Guangzhou Pharmaceuticals is known to all the world in order to achieve ? Grief? effect and cognitive effect. Therefore, sometimes you can see Gadobao's lawyers, legal director like legal illiteracy like nonsense, in fact, not Gadobao do not know the law, but the strategy. For example, last Friday, the Beijing Intermediate Court's final ruling has arrived, Gadobao preferred to open a press release and will, claiming to come up with new evidence that has never been made public, Gadobao declared that it can use the trademark of Wanglaoji until January 19, 2013, and the final decision has been made by the Beijing Intermediate Court, Gadobao will be able to use the trademark of Wanglaoji. There are many others.
On May 9, 2012, the China International Economic and Trade Arbitration Commission (CIETAC) made a final ruling that the two previous "
Supplemental Agreements" were invalid, and required Gadobao Group to stop using the "Wanglaoji" trademark. A paper ruling, so that Gadobao painstakingly "Wanglaoji" brand surrendered. From then on, the Guangzhou Pharmaceutical Group took back the "Wanglaoji" brand.
Gadobao has made sufficient preparations for the loss of the lawsuit. in early 2012, Gadobao will be the original Wanglaoji red cans of herbal tea packaging at the same time printed on the words "Wanglaoji" and "Gadobao", and debuted on the market in February and March. At this time, consumers will be based on the packaging free to "Wanglaoji" and "Gadobao" associated with, or will be surprised at this change, and then trace the cause of the source, to find out.
Then, with the final judgment, Gadobao immediately changed the packaging of all red cans of herbal tea to "Gadobao", and withdrew all the original Wanglaoji herbal tea and dual-branded herbal tea from the market.
Gadobao in addition to the original red can packaging and vertical layout, etc., but also inherited the original product "prevention of fire" canned herbal tea product positioning, and in the ads a little trick, not only to choose and the original similar advertisement scene, and the use of the "national sales of the red can of the leading herbal tea, renamed Gadobao, or the original flavor, or the original formula," such as the advertising slogan, trying to make consumers believe that Wanglaoji herbal tea and dual-branded herbal tea on the market. Trying to make consumers believe that Wanglaoji herbal tea has been renamed Gadobao herbal tea, Gadobao herbal tea is the representative of authentic herbal tea, so as to continue the brand value.
Gadobao Herbal Tea, through advertising in a variety of media, to deliver the "name change strategy", not only is the TV ads often ringing in the ears, but also a variety of outdoor ads, major supermarkets, restaurants can be seen everywhere Gadobao's renamed ads, so that consumers "believe it". Wanglaoji can only be passive response, in the advertisement issued a "statement": Wanglaoji has never been renamed, when purchasing recognized Wanglaoji herbal tea. But Wanglaoji's advertising volume is far less than that of Gadobao.
At the time when Gadobao and GPHL were about to fall out, Gadobao used the red cans of herbal tea with both "Wanglaoji" and "Gadobao" to let consumers know the relationship between them, and then hype the event itself. At the same time, Gadobao consolidate the power of loyal consumers and loyal dealers, create public opinion, win support, and in the process of the lawsuit with the Guangzhou Pharmaceutical Group, so that more people tend to Gadobao's side.
The sales force of 8000 people guarantees the sales execution of Gadobao's herbal tea. These salespeople not only have the assessment of sales targets, but also the assessment of terminal publicity work. For example, how many promotional materials they need to put up every day and how many retailers they need to contact are all clear quantity requirements.
The 90% coverage of the five-level market makes Gadobao a herbal tea product available everywhere. Gadobao Group divides the national market into five levels according to "megacities - provincial capitals and developed coastal cities - prefecture-level cities - counties and towns - villages". The terminal coverage rate in the market above the county town can reach more than 90%.
Terminal staff marketing, product promotions to further plunder the herbal tea market in the sales terminal. Gadobao also increased group purchasing and catering bars and other channels samples to give, and a wide range of trial drinking, to facilitate the rapid consolidation of the maintenance and restoration of the original channel, while increasing the opening of new channels.
In the processing mode, Gadobao to build factories to self-production-based, from raw materials, planting, processing and production to logistics, transportation, sales management are all their own company to complete. For the supply of raw materials, Gadobao in Guangdong Zengcheng, Fujian Wuping, Hebei Zhishan, Shandong Pingyi and other places to establish the honeysuckle, grass raw material planting bases, the implementation of a unified introduction of seed, unified planting, unified fertilization, unified acquisition, the formation of a closed, integrated green raw material supply system. And Guangzhou Pharmaceutical Group is still using OEM form
form of production of red cans of Wanglaoji, Guangzhou Pharmaceutical and unity, Yinlu, Huilkang and other large food manufacturers signed a production and supply agreement to ensure that the red cans of Wanglaoji production, but now they are also in preparation for the construction of factories, perhaps soon will also be used in their own channels to produce Wanglaoji herbal tea.
The advertising side is even more lopsided. GRP is usually the key indicator for evaluating advertising, and as you can see from the formula GRP=Reach X Frequency, GRP integrates the reach and frequency of contact of an advertisement. As shown in the chart below, after the lawsuit between Wanglaoji and Gadobao was settled, in the Beijing market, for example, from June to December 2012, the GRP of the two herbal tea brands contrasted, and Gadobao was in a clear advantage in terms of advertising.
In August last year alone, Gadobao's advertisement spending amounted to more than 900 million RMB, and in these months of the latter half of 2012, Gadobao's advertisement spending was more than five times that of Wanglaoji's, with the amount of advertisement spending and the continuity of advertisement spending at a clear advantage.
From the existing market sales as well as share, Gadobao's marketing strategy is successful. It is worth noting that through marketing can make originally in the legal disadvantage of Gadobao back to win. No matter what kind of product, we must hold on to the advantages of our own products and give full play to our advantages. Gadobao is to grasp the gaps in the herbal tea market, the smoothness of their own marketing channels, the advantages of stable and sound production channels to complete the control of the market.
Gadobao's positioning of the product is also very good, a kind of functional herbal tea drinks. In China, where dietary habits have yet to be scientifically improved, everyone wants to lower the fire, but also wants a good medicine that is not bitter. There is no better sales pitch than selling consumers what they need or creating something that they need. Gadobao has done both.
Seize the opportunity of every major event. Donations for the Wenchuan earthquake, and the lawsuit with the Guangzhou Pharmaceutical Group, etc., all fully increase the exposure of the product, by creating a topic to guide the media and public opinion, enhance the value of the brand. The investment in some high-profile campaigns has clearly paid off.
At the same time in the competition with competitors at the same time do not forget to expand the market share, before the herbal tea has been more common in Guangdong and Zhejiang, has now been extended to the whole country. Although the relationship with the Guangzhou Pharmaceutical Group is a competitor, but do not forget to work together to promote the culture of herbal tea, the two companies *** with the investment in a film and television works to promote the culture of herbal tea "Lingnan Medicine Man". Only to make the market bigger is the way out of the **** win.
Gadobao's Quality Achievements
The Gadobao Group's continued rigorous work in quality control has brought it numerous quality management achievements. Since 2001, the production factories of Gadobao Group have successively passed ISO9001 international standard quality management system, GMP (Good Manufacturing Practice), HACCP (Hazard Analysis and Critical Control Points), ISO22000 (Food Safety Management System), and national export food hygiene registration of many kinds of quality management system certifications. In addition, Gadobao Group conducts internal audits and management reviews of its quality and safety management system every year, and the China Quality Certification Center conducts annual supervision and audits of ISO9001 and HACCP to continuously improve the appropriateness, feasibility, and effectiveness of its food safety and quality management system through rigorous self-checking and certification audits.In 2008, Gadobao Group's product, the red cans of ? Wanglaoji? Herbal Tea Drinks, with its excellent quality, passed the registration and recognition of the U.S. Food and Drug Administration (FDA) and entered the U.S. market smoothly, and gained the popularity and love of the American people.
Group Chairman of Gadobao
Chen Hongdao, a native of Dongguan, Guangdong Province,? the king of herbal tea? , is now the chairman of Gadobao Group and Hong Kong Hongdao (Holdings) Limited. He operates the red cans of Wanglaoji herbal tea sales of more than 10 billion yuan RMB, becoming the number one brand in China's canned beverage market with sales surpassing those of Coca-Cola and Pepsi, and leading Wanglaoji to become the ? China's No. 1 can. . donated 100 million yuan for the Wenchuan earthquake victims in 2008 and 110 million yuan for the 2010 Qinghai Yushu earthquake. In Hong Kong, Chen Hongdao has a reputation as a "Buddhist businessman". He is also known as the "Buddha Merchant" in Hong Kong. In 2010, he led the Gadobao hand in hand with the Asian Games, as the outstanding representative of China's national brand, will rely on international large-scale sports events, accelerate the process of internationalization, and become a world-class beverage brand.
Main Experience
Chen Hongdao, born in Changan Town, Dongguan City, Guangdong Province, engaged in wholesale business in Hongyuan Wholesale Market in his early years, and then went to Hong Kong to seek development, in 1995, in the name of Gadobao Company, from the Guangzhou Pharmaceutical Group to obtain the exclusive right to operate the red cans of Wanglaoji Herbal Tea in the mainland, and in 2003, through the cooperation of professional marketing planning organizations, Wanglaoji positioned as ? Preventing fire? By 2008, the sales of Wanglaoji Herbal Tea in red cans exceeded RMB 10 billion, making it the No. 1 brand in China's canned beverage market with sales that surpassed those of Coca-Cola and PepsiCo. 2011 saw the creation of the myth of the 20-billion-dollar red cans, and in 2012 the company was honored with the title of "Food Industry Leader". Food Industry Leader? In 2012, he was honored with the "Food Industry Leader" award. Now he is the chairman of Guangdong Gadobao Group Company Limited and the chairman of Hong Kong Hongdao (Group) Limited.
Personal Honors
1, 2007, won the ? Influence China's 100 innovative people?
2. In December 2009, he was honored with the Pan-Pearl River Delta Brand Ceremony? Lifetime Achievement Award for Brand Creation?
3. In January 2011, he was awarded the qualification of Representative Inheritor of Guangdong Intangible Cultural Heritage Herbal Tea Project.
Legendary Buddhist businessman
Chen Hongdao is a firm believer in Buddhism, and is a well-known philanthropist in Hong Kong. He is not good at appearing in front of the public, but from time to time he attends some of the occasions to promote Buddhism and good deeds, and in Hong Kong, he has? Buddhist businessman? The name. It is said that in the management of the Gadobao Group, Chen Hongdao is very harmonized, never take the initiative to dismiss managers, even if the managers ability is not good, the most is to be transferred to the unimportant departments, do not have to worry about being fired. He even asked the management team every morning must eat bread, drink milk, nothing on the weekend must go climbing. The Buddhist spirit of cultivation and tranquility seems to have infiltrated the Gadobao Group's corporate culture. A person close to the company's top management commented on the Gadobao Group, ? It's a company that is It is a quiet company. s company, very determined. The person said that apart from selling its own brand of green tea products for a period of time in the early years, over the years it? s been focusing on the operation of Wanglaoji herbal tea?
Devotion to charity
After the Wenchuan earthquake in 2008, the Gadobao Group led by Chen Hongdao donated 100 million yuan for the earthquake victims.
After the earthquake of 7.1 on the Richter scale that struck Yushu in Qinghai on April 14, 2010, the Gadobao Group donated 110 million yuan at the CCTV fund-raising gala on April 20.
The source said, "We are very pleased to see that the Gadobao Group has been working hard to help the earthquake victims, and we hope that it will be able to do so.
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