Wanglaoji new push hundred surnames cans "Shanzhai" themselves

Wanglaoji new push hundred surnames cans "Shanzhai" themselves, 2022 Lunar New Year is not yet arrived, "Shanzhai "Wang Laoji suddenly fire. At present, the hundred surnames of the totem jar Wang Laoji has topped the Tmall plant beverage hot list, Wang Laoji new push hundred surnames jar "cottage" themselves.

Wang Laogi new push hundred surnames can "cottage" themselves1

The herbal tea Wang Laogi, drink a lot of people. Then have you ever imagined such a scene?

New Year's visit to relatives, one person a box of tea by surname: "Come on old Zhang, this is your Zhang Laoji" "Xiao Yuan, this is your Yuan Laoji" "and that who's Ouyang Laoji " "Yuwen Laoji, come on, cheers!"

Whether you're moved or not, many netizens have already acted. Recently, herbal tea brand Wang Lao Ji launched a hundred surnames version, in addition to the traditional "Wang Lao Ji", consumers can choose other surnames "X Lao Ji" cans, a time sold out, on the hot search, quite lively.

Wang Laogi this "herbal tea gourd", sold what "medicine"?

Image source: Wanglaoji official microblogging

100,000 + monthly sales, what are you Laoji?

A variety of "Lao Ji" emerged overnight, and consumers called out Wang Lao Ji's marketing genius: "Take the road of piracy, so that piracy has no way out."

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

In 2021, Wang Lao Ji had with a wave of family name cans brush the circle of friends. 2022, Wang Lao Ji and with the family name cans 2.0 version of the packaging marketing innovation, in one fell swoop to take the New Year's open door. Customized cans launched three days, a number of surnames have been shown to be out of stock, Wanglaoji flagship store also on January 3 jumped to the Tmall platform beverage category daily sales first.

According to Wanglaoji flagship store announcement, the first wave of the new, Wanglaoji surname totem activity **** to provide 115 surname totem products, the source of the surname totem is based on the work of Mr. Wang Dawei, "Chinese surname totem original" in the creation of existing totems. In addition to the "change of surname", each surname has a corresponding totem design representing the culture of the respective clan, and its origin story is attached to the side of the package.

The official website of the State Intellectual Property Office shows that Wang Laogi's affiliates have been applying for the trademark of the hundred surnames of Laogi since February 2021, to pave the way for marketing thereafter, and a long list of trademarks of the hundred surnames of "Laogi" can literally go around the dinner table several times.

But "115 happy, hundreds of sad", part of the family name because of trademark registration and other reasons can not be produced for sale, such as has been registered trademarks of Zhang, Liu, Xu, Wu Laoji, etc. January 6 evening, Wang Laoji added 100 (no totem) family name custom cans, this wave of "plus Ji! "The speed is also very amazing.

As of January 10, Wang Laoji hundred surnames totem cans in the Tmall flagship store monthly sales have exceeded 100,000 pieces. And because of the activity of soaring sales, the factory is in the process of expedited production, order goods are estimated to be shipped within 20 working days.

The old king "changed his name", doubled in value

The constant rise in sales also brought a steady stream of real money.

Wanglaoji flagship store, the ordinary models of Wanglaoji pricing is 3 yuan a can, and the surname totem models per box of 12 cans priced at 99 yuan, 8.25 yuan per unit price is nearly three times the price of the ordinary models, but attracted a lot of people who originally had no interest in the Wanglaoji scramble to buy.

"It's a good thing my last name is Wang and I only had to spend 3 bucks." "I even saved 3 dollars, there is no such thing as my last name!"

Wang Lao Ji naturally will not let go of this part of the population, in the WeChat small program launched a personalized custom can service, you can add your own pictures, text, stickers, priced at the same 99 yuan / box.

Compared to other brands of customized products, Wanglaoji's threshold for ordering a box is not low. Coca-Cola, for example, its small program on the personalized custom cans can be ordered from a can, but the price is as high as 19.9 yuan / can. In the online shopping platform, the unofficial Coca-Cola customized cans are priced at about 5 yuan / can, and more than one purchase also gives a gift box of light strings.

Comparison of Wanglaoji and Coca-Cola customized products.

Wanglaoji relevant person in charge has explained to the media that the price difference represents the cost difference between different products.

"The cost of personalized customized products is not the same as that of mass-produced products, and Wanglaoji customized products are products created by Wanglaoji and consumers***, which contain more emotional significance, cultural value and production costs. The current sales also show that customized products have been recognized by the market." The responsible person said.

Behind the hot sales, herbal tea go cool

From "afraid of fire, drink Wanglaoji" this household advertising slogan, to the rival Gado Bao up to eight years of red can dispute, "Wanglaoji The three words "Wanglaoji" seem to be more in the Internet news than on the dinner tables of young people, where it is more likely to be found.

According to the annual report of Wanglaoji's parent company, Guangzhou Baiyunshan Pharmaceuticals, affected by the epidemic, the revenue of the major health segment, which mainly focuses on Wanglaoji products, declined by 25% year-on-year in 2020, ending three years of gains and going straight back to the level of 2016. Wanglaoji drinking scene is increasingly restricted to catering, Chinese New Year and wedding celebrations, perhaps the explanation for the epidemic to Wanglaoji has such a huge impact.

Image source: Wanglaoji official microblogging

Going cold is not only for Wanglaoji, but for the entire herbal tea industry. According to the report of the Prospective Industry Research Institute, from 2012 to 2017, the growth rate of the herbal tea market size was 16.7%, 15.9%, 15.1%, 15%, 9.7% and 9.1% respectively, showing a downward trend year by year. In addition, according to the Cato Consumer Index, as of June 2019, the penetration rate of herbal tea on the household side has declined from over 50% to 45%.

In the rapidly iterating beverage market, 0-sugar sparkling water, NFC juice, and various types of instant tea drinks are impacting Wanglaoji's sales fundamentals. In order to cater to the preferences of young people, the "Hundred Surnames Can" is not the first effort of Wanglaoji.

Wanglaoji in the can packaging to do articles of attempts can be traced back to 2015, from the joint comedy IP "Wan Wan did not expect" launched the first customized can products Wanglaoji Wan Wan auspicious cans, to the game with the launch of the "Peace Elite", "Fantasy Journey to the West" customized cans, "lucky cans", spent a lot of effort.

Wanglaoji's innovation in single product has not stopped. 2016, 2018, Wanglaoji were keen to capture the "low-sugar sugar-free" "bubble-type drinks" two major trends, began to give the herbal tea "sugar and fat", began to give the herbal tea "sugar and fat", began to give the herbal tea "sugar and fat", began to give the herbal tea "sugar and fat", began to give the herbal tea "sugar and fat". lower sugar and fat", in the herbal tea "pumping", far ahead of other peers.

But Wanglaoji "desperate" pace of product innovation has not been successfully transformed into a hit. The 194-year-old brand, which overtook beverage giant Coca-Cola in 2006, is still trying to find a reason for young people to drink herbal tea.

On the Chinese New Year, China's most important traditional holiday, Wanglaoji is making another push, do you take it?

Wang Lao Ji new push hundred surnames can "cottage" themselves 2

Li Lao Ji, Zhang Lao Ji, Hu Lao Ji ......2022 Lunar New Year has not yet arrived, "cottage" Wang Lao Ji Suddenly fire. The reason for the quotation marks is that these products are not imposters, but are officially produced by Wanglaoji.

(Source: Wanglaoji Tmall official flagship store)

In early January 2022, Wanglaoji Tmall official flagship store suddenly put on the shelves of the specifications of the specifications of 310ml * 12 cans of the hundred surnames of the totem version of the herbal tea plant beverage, the price of 99 yuan. As a comparison, the traditional 310ml*12 cans of Wanglaoji herbal tea plant drink is priced at only 65.9 yuan (after discount), a price increase of 50.22%. At present, the hundred surname clan totem cans of Wanglaoji has topped the Tmall plant beverage hot list, with monthly sales of 100,000 +.

Controversy is beginning to emerge. Some consumers said that they originally liked to drink Wanglaoji very much, and now Wanglaoji has launched a surname can, which is very memorable. "Great idea great product! Giving it away is very appropriate especially for the holidays!" But there are also some media, industry experts commented that Wanglaoji now, as well as many marketing efforts made in the past, and did not find the right way, and even some of the brand diversification action, but diluted, overdrawn Wanglaoji's brand value.

Wanglaoji "cottage" Wanglaoji, the hundred surnames of the Totem jar popular

Wanglaoji launched the hundred surnames of the Totem jar product, the entire herbal tea market is not what it used to be.

(Source: Foresight Industry Research Institute)

Data released by the Foresight Industry Research Institute shows that from 2011-2015, the market size of China's herbal tea industry has been growing at a rate of more than double-digit growth, with an average annual compound growth rate of 12.34%. But after 2015, the herbal tea industry began to go from strength to strength, for example, in 2018, the market size of the herbal tea industry was only 47 billion yuan, down 18% year-on-year.

To this day, Wanglaoji is still the leader of China's herbal tea industry, but in the context of the industry's downward trend, it is still inevitable to be affected. The financial report shows that in 2018, Wanglaoji's revenue was 9.464 billion yuan, and the net profit was 851 million yuan; in 2019, the revenue was 10.297 billion yuan, and the net profit was 1.380 billion yuan; in 2020, the revenue was 6.862 billion yuan, a year-on-year drop of 33.36%, and the net profit was 1.195 billion yuan, a year-on-year drop of 13.41%.

Not coincidentally, Wanglaoji's former rival Gadobao's days are not easy. Data released by O'Reilly shows that in 2019, Wanglaoji ranked ninth in China's soft drink industry with a 2.5% share, and Gadobao ranked tenth with a 2.3% share.

The financial report of Gadobao disclosed by Zhonghong shares shows that from 2015 to 2017, the unaudited revenue of Gadobao's main business was 10.04 billion yuan, 10.63 billion yuan and 7.002 billion yuan, respectively, and the net profit for the same period was -189 million yuan, 1.48 billion yuan and -583 million yuan, respectively, and the liabilities for the same period were 7.81 billion yuan, 8.76 billion yuan and 13.17 billion yuan. As of the end of 2017, Gadobao was insolvent, with a net asset loss of 345 million yuan.

(Figure source: Ai enterprise check)

Public data show that since February 2021, Baiyunshan began to register the "Laoji" hundred surnames clan series of trademarks, by October 2021, most of the hundred surnames "Laoji By October 2021, most of the hundred surnames "Lao Ji" series of trademarks were approved. Combined with the hundred surnames of the totem can of Wang Lao Ji "to pay tribute to the gift of Ji, reunion drink Ji drink" slogan, the launch of the family name cans are also viewed by the outside world as a marketing in preparation for the Lunar New Year in 2022.

"Customized cans is actually something we have been doing, 'Ji' culture is a typical representative of traditional Chinese culture, reflecting the people's aspirations for a better life, we take the user as the center of the user's heart for the love of traditional Chinese culture combined with the product, through the customized cans to achieve the "Ji culture", "Ji culture", "Ji culture", "Ji culture", "Ji culture", "Ji culture", "Ji culture", "Ji culture". We combine users' love of traditional Chinese culture with our products and realize the youthful expression of "Ji culture" through customized cans.

"We want to meet the consumption needs of consumers of various surnames through the node of the Spring Festival, through personalized creative packaging, and through the exclusive surname cans, help consumers convey more symbolic auspicious blessings to their families and friends." At the same time, Wanglaoji also said that the surname can application scene is not only in the Spring Festival, I hope that in the birthday banquet, family banquet, wedding banquet, gift-giving and other kinds of festive scenes, can bring consumers a different kind of auspicious luck to add.

"The success of Wanglaoji is the precipitation of hundreds of years of history, so the success of Wanglaoji does not represent the success of Li Laoji, Zhang Laoji, Zhao Laoji. With this kind of surname can, it will sell to a very narrow audience." Chinese consumer goods marketing expert Xiao Zhuqing said, because the beverage is about fashion, brand power is a symbol of fashion, Wang Laoji's success is history plus the success of fashion. But it extends out this kind of surname 'customized model drinks, the audience is too small, it is difficult to re-create Wanglaoji sales peak.

Wanglaoji's diversification and rejuvenation journey

Suddenly bursting into flames of marketing, and can not hide the beverage market wind mouth has shifted to the general trend. First Financial Business Data Center (CBNData) released the "2020 Generation Z Consumption Attitude Insight Report", China's Generation Z total expenditure of 4 trillion yuan, accounting for about 13% of the total household expenditure, the growth rate of consumption far exceeds that of other age groups, "Consumption for the interest of the Z generation is the core consumption characteristics of the Z generation, unique personality X-side of the identity of the personality characteristics of the Z generation ".

The maverick consumption style of Generation Z has given rise to a number of new Netflix brands. For example, Berry's Sweetheart, which focuses on low alcohol drinks, Yuanqi Forest, which focuses on sparkling water, and Hankou Erchang, which focuses on new tastes of soft drinks.

Taking Yuanqi Forest as an example, it accurately pinpoints consumers' demand for sugar-free and sparkling beverages. Data released by the information consulting organization Wisdom Research Consulting shows that over the past six years, the compound growth rate of the sugar-free and sparkling beverage industry was 40%, and the market size reached 12 billion yuan in 2020, and it is expected that in 2027, this figure will reach 27 billion yuan.

Catering to the wind, Yuanqi Forest, which was founded only four years ago, entered the "2021 Global Unicorn List" released by the Hurun Research Institute at the end of 2021 with a valuation of 95 billion yuan. With the new brand represented by Yuanqi Forest taking off in the market, since 2017, Wanglaoji has also begun to diversify and rejuvenate its layout.

For example, in 2017, Wanglaoji launched a black herbal tea themed on the style of e-sports.In 2018, Wanglaoji also launched a bubbly herbal tea plant drink popping ice herbal tea. In this regard, Ye Ji, deputy general manager of Wanglaoji Great Health, said, "The main consumers of beverages are young people. For the old, fashion is rejuvenation, and rejuvenation is fashionable ...... conforming to the concept of young people's consumption in order to attract new consumers, and the brand can maintain vitality."

Wanglaoji even reached out to areas other than beverages.

In June 2021, the Guangzhou Pharmaceutical Group launched a co-branded Wanglaoji "Beep Beer" beer brand in cooperation with Guangzhou Sibu Jie, and in October, Wanglaoji began to break ground in the food and beverage sector with the launch of the "1828 Wanglaoji Xiaoji Pot Pie" hot pot barbecue food.

For the first time in the history of the company, the company's brand was the "Beehive Beer".

For the marketing of the surname can, Wanglaoji said that he "is not planning to create a new brand". "Surname jar is one of the diversified product services we provide to consumers on the basis of Wanglaoji brand, in addition to surname customization, we also have flexible customization services such as Ji Luck Jar, other pictures and text personalization, and they are all a new way of expression on the road to spreading our brand Ji culture." Wanglaoji said, the surname culture is an important part of the traditional culture of the Chinese nation, the hundred surnames cans, surname totem cans of hot sales has proved that consumers for the recognition of this historical and cultural precipitation, the future will continue to innovate, to explore more traditional culture and Wanglaoji products mingled with the possibility.

Is the brand value overdrawn?

The brand is an important asset that Wanglaoji has accumulated over hundreds of years of history. In addition to selling herbal tea, Wanglaoji has another business - brand licensing.

(Source: Wanglaoji official flagship store on Tmall)

Beijing Business Daily has reported that since 2011, Guangzhou Pharmaceuticals has begun to authorize the Wanglaoji brand. Over time, a large number of Wanglaoji brand loquat candy, sour plum soup, turtle jelly and other products appeared on the market.

This brings a major benefit, that is, on the one hand, Guangzhou Pharmaceuticals can take the opportunity to broaden the brand influence of Wanglaoji, on the other hand, can also sit on the brand license fee. According to an investigation by a reporter from the Beijing Business News, a licensed company signed a Wanglaoji brand license agreement with Guangzhou Pharmaceuticals for the period of 2013-2028, with an annual license fee of 5 million yuan.

But the brand authorization has also brought a lot of negative impacts to the brand of Wanglaoji. For example, in 2019, the Jiyu products labeled with the Wanglaoji trademark were accused of suspected pyramid schemes, and for a time, Wanglaoji became a target. Subsequently, Wanglaoji only had to explain in a pale way, "Jiyu products have no relationship with Wanglaoji herbal tea, although they were once authorized to use the Wanglaoji brand, but it has expired."

Contrast this with Coca-Cola. Coca-Cola has consistently held a place in the beverage market since its birth in 1886. Data released by information and consulting firm Euromonitor shows that in 2020, the highest-selling brand in the global soft drink industry is Coca-Cola, accounting for 14.9% of the global soft drink market.

Coca-Cola was faced with the low sugar trend, from the overall strategic point of view, Coca-Cola firmly "Coke" anchor point, through the strategy of grouping strategy, to achieve self-supporting business category broadening. Data released by Cinda Securities shows that in 2019, Coca-Cola's non-alcoholic beverage revenue accounted for more than 95%.

At the same time, Coca-Cola has also been launching new products by catering to consumer demand through research and development or acquisitions. For example, in 2014, Coca-Cola acquired the sports drink brand BodyArmor.

The Q3 earnings report of 2021 showed that Coca-Cola's revenue was $10.042 billion (about 64.047 billion yuan), an increase of 16% year-on-year, and its net profit was $2.9 billion (about 18.496 billion yuan), an increase of 11% year-on-year. Among them, Coca-Cola soda, tonic water, sports and other carbonated beverages in the sparkling soft drinks division sales increased by 6%. In this regard, Coca-Cola President and Chief Executive Officer James Jenkins said, "In line with our Total Beverage strategy, we are continuing to invest in brands and products that consumers love, and it's already paying off."

"Wanglaoji has engaged in too many brand extensions in recent years, and now there is Wanglaoji's beer, Wanglaoji's throat lozenges, Wanglaoji's health care products, and Wanglaoji's Pueraria Mirifica. This crazy brand authorization, greatly diluted Wanglaoji's brand gold, especially some Wanglaoji's labeling business neglect, dishonest business, Wanglaoji's gold brand caused great harm." Xiao Zhucheng said, Wang Laoji this brand is not easy to create, is the accumulation of time the results, but destroy this brand, is a kind of quick success caused by the management of the consequences. Brand authorization is too much too indiscriminate, the future development of Wanglaoji will cause great potential problems.

Do you usually drink Wanglaoji? Did you grab the last name can?

Wang Laogi's new hundred surnames can "cottage" their own 3

January 4, Wang Laogi hundred surnames of the Totem can series of drinks in the network has become popular. In addition to the original "Wang Lao Ji", netizens can also choose other surnames "Lao Ji" cans, including "Meng Lao Ji", "Zhou Lao Ji ", "Ouyang Laoji", "Zhuge Laoji" and so on. According to Enterprise Search, Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd, which is associated with Wang Laoji, applied to register the trademark information of this family name series in February 2021, and most of the trademarks have been registered in October last year.

Wanglaoji "hundred surnames" version of herbal tea hot sale

4 morning, "Wanglaoji new version of the hundred surnames" topic on the microblogging hit the microblogging hot search, the number of views up to 23 million. The first time I saw this, I saw it on the microblogging site. Fixed eyes, herbal tea cans can now choose other surnames, including "Meng Lao Ji", "Zhou Lao Ji", "Ouyang Lao Ji", "Zhuge Lao Ji ". This operation, by many netizens hailed as "product operation ghostwriter". There are also netizens who tease "this is to rain and shine, not only favor the old king alone?"

The new Yellow River reporter in the Tmall Wang Laoji official flagship store to see, priced at 99 yuan 12 cans of Wang Laoji hundred surnames of the totem cans are indeed in a state of hot sales. The series of drinks, but also on the Tmall list of plant drinks hot list first place.

It is worth mentioning that the series of products is indeed popular with the public. As of 14:00 on the 4th before the Tmall platform Wanglaoji flagship store, the monthly sales of the Hundred Surname Clan Totem Jar product has reached more than 30,000 pieces.

February 2021 to apply for registration of the "Hundred Surnames" series of trademarks

According to enterprise search, Guangzhou Wanglaoji Health Industry Co. Red cans, red bottles of Wanglaoji herbal tea, as well as Wanglaoji sugar-free type, solid type, ready-to-mix type herbal tea and other new forms of herbal tea products.

In the enterprise search "Guangzhou Baiyunshan Pharmaceutical Group Company Limited" found that its trademark information up to 2366. Among them, the intellectual property rights trademark information column shows that Guangzhou Baiyunshan Pharmaceutical Group in February 3, 2021, including "Peng Laoji", "Yang Laoji", "Jiang Laoji", including On February 3, 2021, the Group applied for registration of more than 100 trademarks of surnames including "Penglaoji", "Yanglaoji" and "Jianglaoji", which are classified in the international classification of "Beer Drinks". The new Yellow River reporter noted that in October 2021, the application for more than a hundred surnames, most of the registration is completed, only a few surnames are currently showing "registration application".

It is worth mentioning that this series of products is indeed welcomed by the public. As of 14:00 on the 4th, the Tmall platform Wanglaoji flagship store, the hundred surnames of the totem jar product monthly sales have reached more than 30,000 pieces.

By 14:00 on the 4th, the Tmall platform Wang Lao Ji flagship store, the hundred surnames of the Totem jar product monthly sales have reached more than 30,000 pieces.