Wang Lao Ji pushes a hundred family names can "shanzhai" himself

Wang Lao Ji pushes a hundred family names can "shanzhai" himself. Before the Lunar New Year in 2122, the shanzhai Wang Lao Ji suddenly became angry. At present, Wang Laoji, a hundred family name totem cans, has topped the list of hot-selling Tmall plant drinks, and Wang Laoji has pushed hundreds of family name cans to "cottage" himself. Wang laoji newly introduced his own 1

herbal tea, named can "shanzhai", which was drunk by many people. Have you ever imagined such a scene?

Visiting relatives during the Chinese 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", "And whose Ouyang Laoji" and "Yuwen Laoji, come on, cheers!"

whether you are interested or not, many netizens have already taken action. Recently, the herbal tea brand Wang Laoji has launched a version with hundreds of surnames. In addition to the traditional "Wang Laoji", consumers can choose "X Laoji" cans with other surnames, and sell out of stock and hot search at one time, which is quite lively.

what "medicine" does Wang Lao Ji sell in this "herbal tea gourd"?

Image source: Wang Laoji's official Weibo

monthly sales of one million+,what are you?

All kinds of "old fortunes" poured out overnight, and consumers called Wang Laoji a marketing genius: "Take the road of piracy, so that piracy has no way out."

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

In 2121, Wang Laoji used a wave of surname cans to screen friends. In 2122, Wang Laoji got off to a good start in the New Year with the packaging marketing innovation of version 2.1 of surname jar. Customized cans have been launched for 3 days, and many surnames have been shown to be out of stock. On October 3, Wang Laoji's flagship store also jumped to the first place in the daily sales of Tmall platform beverages.

according to the announcement of Wang Lao Ji's flagship store, in the first wave, Wang Lao Ji's surname totem activity * * * provided 115 surname totem products, and the source of surname totem was created according to the existing totem in Mr. Wang Dayou's book "The Origin of Chinese Surname Totem". In addition to "changing the surname", each surname has a corresponding totem design to represent its own clan culture, and its origin story is attached to the packaging side.

China National Intellectual Property Administration official website shows that Wang Laoji's affiliated companies have been applying for hundreds of trademarks of Laoji since February, 2121, paving the way for future marketing. A long list of trademarks of Laoji can go around the dining table several times.

However, "115 families are happy, but hundreds of families are worried", and some surnames can't be produced and sold because of trademark registration, such as Zhang, Liu, Xu and Wu Laoji who have registered trademarks. On the evening of October 6th, Wang Laoji added 111 customized cans of surnames (without totems), and the speed of this wave of "Jiaji" was also amazing.

as of October 11, the monthly sales volume of Wang Lao Ji's totem cans with 111 family names in Tmall flagship store has exceeded one million pieces. And due to the skyrocketing sales volume of the event, the factory is accelerating production, and the goods under order are expected to be delivered within 21 working days.

Lao Wang "changed his surname" and his value doubled.

The ever-increasing sales volume 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 12 cans per box in 99 yuan. The unit price of 8.25 yuan is nearly three times the price of ordinary Wang Lao Ji, but it has attracted many people who were not interested in Wang Lao Ji to snap up.

"Fortunately, my surname is Wang, and it only costs 3 yuan." "I even saved 3 yuan. I don't have my last name at all!"

naturally, Wang Lao Ji won't let go of this group of people. He launched a personalized can service in WeChat applet, where he can add pictures, words and stickers by himself, and the price is also 99 yuan/box.

compared with other brands' customized products, Wang Lao Ji's threshold for ordering a box is not low. Take Coca-Cola as an example, the customized cans in its small program 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-produced products. The customized products of Wang Laoji are the products created by Wang Laoji 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 goes cold

From the well-known advertising slogan "I'm afraid of getting angry, drink Wang Laoji" to the eight-year red can dispute with my rival Jiaduobao, the word "Wang Laoji" seems to exist more in the internet news than the young people's dinner table that it prefers to appear.

According to the annual report of Guangzhou Baiyunshan Pharmaceutical Company, the parent company of Wang Laoji, due to the epidemic situation, the income of the big health sector, which is mainly engaged in Wang Laoji products, decreased by 25% year-on-year, ending the three-year increase and directly returning to the level of 2116. Wang Laoji's drinking scenes are increasingly restricted 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's official Weibo

Not only Wang Laoji, but also the whole herbal tea industry. According to the report of Prospective Industry Research Institute, from 2112 to 2117, the growth rate of herbal tea market was 16.7%, 15.9%, 15.1%, 15%, 9.7% and 9.1% respectively, showing a downward trend year by year. According to Kaidu Consumer Index, as of June 2119, the penetration rate of herbal tea in the family has dropped from over 51% to 45%.

In the rapidly iterative beverage market, 1 sugar bubble water, NFC juice and all kinds of instant tea drinks are all impacting Wang Laoji's sales base. In order to cater to young people's preferences, 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 2115. From the joint comedy IP "Never Imagine" to the launch of the first customized can product, Wang Lao Ji's Ten Thousand Lucky cans, to the launch of the customized cans and lucky cans of Peace Elite, Fantasy Westward Journey in cooperation with the game, Wang Lao Ji spent a lot of time.

Wang Lao Ji's innovation in single items has never stopped. In 2116 and 2118, Wang Laoji keenly captured the two major trends of "low sugar and no sugar" and "bubble drinks" respectively, and began to "reduce blood sugar and fat" and "pump 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 194-year-old brand, which surpassed the beverage giant Coca-Cola in one fell swoop in 2116, is still trying to find a reason 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 take it? Wang Lao-ji newly introduced hundreds of family names: jar "shanzhai" himself 2

Li Laoji, Zhang Laoji and Hu Laoji ... Before the Lunar New Year in 2122, the "shanzhai" Wang Lao-ji suddenly became angry. The quotation marks are added because these products are not counterfeit, but are officially produced by Wang Laoji.

(Source: official flagship store of Wang Laoji Tmall)

At the beginning of October 2122, the official flagship store of Wang Laoji Tmall suddenly put on shelves 311ml*12 cans of herbal tea plant drinks with a totem version of hundreds of surnames, and the price was 99 yuan. In contrast, the price (discounted price) of the traditional 311ml*12 cans of Wang Laoji herbal tea plant beverage is only 65.9 yuan, and the price increase has reached 51.22%. At present, Wang Laoji, a hundred family name totem cans, has topped the list of Tmall plant drinks, with a monthly sales of one million+.

Controversy began to emerge. Some consumers said that they originally liked drinking Wang Laoji very much, and now Wang Laoji has launched a surname jar, which is very commemorative. "Great ideas, great products! It is very suitable to give people away, especially on holidays! " However, some media and industry experts have commented that many marketing efforts made by Wang Laoji now and in the past have not found a suitable way, and even some brand diversification actions have diluted and overdrawn Wang Laoji's brand value.

Wang Lao Ji "shanzhai" Wang Lao Ji, hundreds of surname totem cans became popular

When Wang Lao Ji launched hundreds of surname totem cans, the whole herbal tea market was not what it used to be.

(Source: Forward-looking Industry Research Institute)

According to the data released by Forward-looking Industry Research Institute, from 2111 to 2115, the market scale of China herbal tea industry has been growing at more than double digits, with a compound annual growth rate of 12.34%. However, after 2115, the herbal tea industry began to decline from prosperity. For example, in 2118, the market size of the herbal tea industry was only 47 billion yuan, down 1.8% 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 2118, Wang Laoji's revenue was 9.464 billion yuan and his net profit was 851 million yuan. In 2119, the revenue was RMB 11.297 billion and the net profit was RMB 1.381 billion. In 2121, revenue was 6.862 billion yuan, down 33.36% year-on-year, and net profit was 1.195 billion yuan, down 13.41% year-on-year.

Coincidentally, Wang Laoji's former rival Jia Duobao also had a hard time. According to the data released by Euromonitor, in the soft drink industry in China in 2119, Wang Laoji ranked ninth with a share of 2.5%, and Jiaduobao ranked tenth with a share of 2.3%.

the financial report of jiaduobao disclosed by zhonghong co., ltd. shows that from 2115 to 2117, the unaudited main business revenues of jiaduobao were RMB 11.14 billion, RMB 11.63 billion and RMB 7.112 billion respectively, while the net profits were RMB-89 million, RMB 1.48 billion and RMB-583 million respectively, and the liabilities were RMB 7.81 billion, RMB 8.76 billion and RMB 13.13 billion respectively. By the end of 2117, Jiaduobao was insolvent, with a net asset loss of 345 million yuan.

(Source: Aiqicha)

According to public data, Baiyun Mountain began to register the series trademarks of "Laoji" in February 2121, and by October 2121, most of the series trademarks of "Laoji" 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 a marketing preparation for the 2122 Lunar New Year.

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

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

"Wang Laoji's success is the precipitation of hundreds of years of history, so Wang Laoji's success does not represent the success of Li Laoji, Zhang Laoji and Zhao Laoji. This kind of surname jar will have a narrow sales audience. " 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 drink of this surname, and the audience is too small, so it is difficult to create the sales peak of Wang Laoji again.

Wang Lao Ji's diversified and youthful journey

The sudden explosion of marketing can't hide the general trend that the outlet of the beverage market has turned. According to the Insight Report on Consumption Attitude of Generation Z in 2121 released by CBNData, the total expenditure of Generation Z in China is 4 trillion yuan, accounting for 1.3% 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-face identity is the personality feature of Generation Z".

the unique consumption pattern of generation z has spawned a number of cutting-edge online celebrity brands. For example, Berry Sweetheart, which focuses on low-alcohol drinks, Yuanqi Forest, which focuses on sparkling water, and Hankou No.2 Factory, which focuses on new taste soda.

Taking Yuanqi 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 was 41% in the past six years, and the market scale reached 12 billion yuan in 2121. It is estimated that this figure will reach 27 billion yuan in 2127.

yuanqi forest catered to the wind and was established only four years ago. At the end of 2121, it entered the "2121 Global Unicorn List" published by Hurun Research Institute with a valuation of 95 billion yuan. With the emergence of cutting-edge brands represented by Yuanqi Forest in the market, since 2117, Wang Laoji has also begun to diversify and rejuvenate.

For example, in 2117, Wang Laoji introduced black herbal tea with the theme of e-sports. In 2118, Wang Laoji also introduced the bubble herbal tea, a plant drink, to explode cold tea. In this regard, Ye Ji, deputy general manager of Wang Laoji Health, said: "The main consumers of beverages are young people. For time-honored brands, fashion means youthfulness, and youthfulness means fashion ... Only by conforming to the concept of young people's consumption can we attract new consumers and keep the brand alive. "

Wang Lao Ji even extended his tentacles to areas other than drinks.

In June, 2121, GPHL and Guangzhou Sibuji jointly launched the joint brand of Wang Laoji "Bi Hi Beer". In October, Wang Laoji began to break ground in the catering field, and launched the "1828 Wang Laoji Xiaoji Pot School" hot pot barbecue ingredients brand.

Regarding the marketing of surname cans, Wang Laoji said that he "is not planning to build a new brand". "Surname jar is one of the diversified products and services we provide to consumers on the basis of Wang Laoji brand. In addition to surname customization, we also have flexible customization services such as lucky jar and other personalized customization of pictures and words, which are all new expressions on the road of spreading brand auspicious culture." Wang Laoji said that surname culture is an important part of the traditional culture of the Chinese nation. The hot sales of hundreds of surname cans and surname totem cans have proved consumers' recognition of this historical and cultural deposit, and will continue to innovate in the future to explore more traditional culture and Wang Laoji products. The possibility of blending.

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: official flagship store of Wang Laoji Tmall)

beijing business today once reported that since 2111, GPHL began to authorize the brand of Wang Laoji.