Shang Peopeo ad slogan:? "More than 300 million cups are sold in a year, and the cups together can circle the earth".

Many years later, Peopeo's director Jiang Jianqi said: "We can go around the world in 2008, and we have been doing so continuously, and now we can go around the world a few times, I don't understand." Founded 15 years ago, how many times can Peopeo go around the world? Recently, Jiang Jianqi gave the answer.

15 years, cumulative sales of 12 billion + cups, nearly 40 laps around the earth ...... Relying on the relevant data in 2019, Xiang Peopeo won the "instant tea sales record"Holder. The birth of Peopeo Throughout today's Zhejiang beverage industry, there are three companies worth paying attention to.

Wahaha, Nongfusanquan, and Peopeo. The three companies are located in the same corner of Jiangnan, but also due to the owner of a different personality, which in turn unleashed a different style of business. Jiang Jianqi was born in Nanxun, Huzhou, Nanxun is a famous fish and rice township in the south of the Yangtze River, has a strong business atmosphere. From a young age, from the ear to the heart, in terms of character.

Jiang Jianqi also like to toss, like to think about things. 2004, Jiang Jianqi in the roadside wandering, found a milk tea store, there are a lot of people in the queue to buy milk tea, Jiang Jianqi also went to buy a cup. Suddenly, an inspiration flashed in his mind: "Why can't I take such a product and turn it into a convenient product?" With a keen sense of business sense said do it.

About half a year later, the product trial was successful - he identified a new name for the product: Xiang Peopeo. In 2005, Jiang decided to launch Peopeo to the end of the market, but where was the trigger point? The test marketing data had already told him the answer - students.

At the beginning, he set up four cities, namely Huzhou, Suzhou, Wuxi and Wenzhou, and only selected middle schools, universities and standard supermarkets as test points. Just how could students buy a product that even the shopkeepers had not seen before. So, Peopeo attached a red note to each box of the product: an extra cup of milk tea is included in this box.

The store owner was invited by Peopeo to taste it himself. The market gradually responded, he bought dozens of books "China Yellow Pages", the test point around the schools and universities around the address to print out all the edges of the cram school are not spared. The owner of the test site praised, "You guys are so great, I didn't even know I was surrounded by so many schools." The channel only covered a few provinces and cities in eastern China at first.

Jiang Jianqi was willing to put down the money, taking out 30 million yuan and smashing the ads on Hunan TV. "For new products that are easier to imitate, the first punch must be heavy and hard, and must quickly penetrate into the minds of customers." In this way, Xiang Peopeo has circled the globe, and has been the No.1 market share for many consecutive years.

Positioning of business: diversification stops 2004~2006, the Peopeo to open up the territory, lifting the eyes of the virgin territory, because at that time on the market, only it is a cup of milk tea. 2006~2010, has been a war of smoke, hi Lang under the Yolomei, Lipton under the Lipton Milk Tea.

Dozens of milk tea brands swarmed in under the banner of Xiangyao milk tea ...... under the banner of Da Hao Da, and the jianghu was in the dark for a while, and Xiang Peopeo entered the period of solo battle with the wolves in the battle. Unimix even said: even if two years of strategic losses, but also to take Peopeo! In the two years from 2007 to 2009, the price war.

Channel war, advertising war, war of words, one after another, Peopeo has to face many rivals on the one hand, on the other hand, also have to spare energy to do other diversification projects. The pioneer is expected to become a martyr, Jiang Jianqi began to reflect y, but also for the enterprise to actively seek a prescription, but also for the next business career to find an answer.

Focusing, concentrating, and pulling back from diversification is the answer Jiang got. 2009 around, Jiang decided to cut down the rice cakes, peanuts, real estate and other projects, and put all his money on the milk tea of the fragrant Peopeo. Since then, Jiang Jianqi began to shrink all the fingers, clenched into a fist, began to emphasize their own industry pioneer status.