In eight years, grassroots started with its own funds, with sales of 480 million in 2006, close to 654.38+billion in 2008 and over 2.4 billion in 2065.438+02. This is Jiang Jianqi's amazing achievement in fragrance. What is Chiang's doorway? 1) Taking students as the tipping point; 2) advertising bombing; 3) Zero inventory strategy; 4) concentration and concentration; 5) Give the brand a good name. The following are excerpts from business magazine reports:
Jiang Jianqi was born in Nanxun, Huzhou, a famous land of plenty in the south of the Yangtze River. In the Qing Dynasty, the wealth of local big families was equivalent to the fiscal revenue of the Qing government for one year, and the rich commercial atmosphere was passed down from generation to generation. Growing up, Jiang Jianqi listened to business the most, which directly led to his extreme discomfort after graduating from college and being assigned to Shanghai Railway Bureau.
Just then, my younger brother, a food major, set up a food factory in Nanxun, and Jiang Jianqi ran back to his hometown to help. Obviously, in April 20 12, doing business is much more interesting than discussing what braised crucian carp is every day, even if it is hard.
The food factory specializes in cakes and earned more than 10 thousand in a Spring Festival. This is one of the happiest moments in Jiang Jianqi's life. In his words, even if you earn1million every day now, you are not as happy as you were then. In the second year of opening the factory, my brother was ready to give up because of other plans, so Jiang Jianqi resigned and went home to take over the food factory, namely Huzhou Old Naughty Food Co., Ltd., the predecessor of Xiangpiaopiao Food Co., Ltd.
be born
In 2003, a puzzle made Jiang Jianqi and Cai Jianfeng, the company's vice president, feel anxious: at that time, the old urchin's annual sales reached tens of millions of yuan, but he obviously met the ceiling that could not be broken: the main product popsicle was a typical off-season product, which fell rapidly in winter and was likely to become a transitional product.
Enterprises urgently need to cut into new fields, but when they look around, they are at a loss.
The only clear direction at that time was to make a drinkable product. In Jiang Jianqi's business cognition, drinking is definitely more than eating. Look at Chen Wenjing melon seeds. A bag of melon seeds often takes a long time to eat. What's more, the rest are sealed, and then you get impatient after eating for a long time.
Make drinks. What drinks? At this stage, Jiang Jianqi carefully studied Wahaha and its style and position in FMCG industry, just as Tencent is to the Internet industry and beauty is to the home appliance industry. As a super product manager, Zong is very good at imitating and innovating. Once a new category appears in the market, Wahaha will often follow up immediately, and then use the powerful distribution network to turn the category pioneers upside down.
For example, its most profitable nutrition fast line is followed by young foreigners? Wonderful love? ; Eight-treasure porridge imitates Yangzhou kiss eight-treasure porridge; Wahaha children's nutrition oral liquid, which made him rich, was also developed on the basis of Qingnianbao and Zhonghua Pollen Oral Liquid. Obviously, Jiang Jianqi can't go this way, and even he has to design one for his future products? Low profile period? In case of being followed by the industry boss.
One day in 2004, Jiang Jianqi saw a tea shop in the street, and people lined up to buy foamed tea. Experience tells him that as long as there is a long queue in a place, there must be an imbalance between supply and demand, and there must be the possibility of innovation and business opportunities.
Jiang Jianqi had a whim: Why not make street milk tea convenient and branded? Jiang Jianqi acted immediately, invited Hangzhou Institute of Science and Technology Agriculture to help develop the formula, and asked the design company to design the packaging. After about half a year, the product was successfully trial-produced.
He gave this product a new name: fragrance.
Before Xiangpiaopiao went on the market, only four cities, Wenzhou, Huzhou, Wuxi and Suzhou, were selected for trial sale, and only middle schools, universities and standard supermarkets were selected in each city. Each point-of-sale company arranges personnel to follow up and then plots the results.
The test results of half a year are satisfactory, and it is a product with great potential. Aside from the rigid digital curve, Jiang Jianqi was excited about what he saw with his own eyes.
Taking students as the tipping point
In 2005, Jiang Jianqi decided to let Xiang Piao drift to prepare for the war.
How to fight? Reject the overwhelming Chili noodles. After all, the trial sales data has already told Jiang Jianqi where the tipping point is. According to Malcolm, Gladwell's tipping point theory: 80% of a job is completed by 20% of people who participate in it. Similarly, if you want to launch a popular campaign, you must focus your resources on the tipping point. Just find the right time and touch it gently, and the world will move.
So, who can quickly detonate the fashion trend of cup milk tea? Taxi driver? Star? Opinion leaders in the industry? Traditional dealers?
Is a student
Xiang Piaopiao chose the school and the surrounding businesses for trial sale, but how can students buy products that even the stores have never seen? Therefore, Xiangpiaopiao posted a red note on each box of products: There is a cup of milk tea in this box, and Xiangpiaopiao asked the store to taste it personally.
The market gradually responded, and the sales team bought dozens of Chinese yellow pages. According to the location of different trial sites, print out all the addresses of primary and secondary schools within ten kilometers of Fiona Fang, Fiona Fang, and then mail them to the trial sites. Sell milk tea to these places. ?
The phone keeps ringing. A test shop owner said curiously, You guys are amazing. How do you know there are so many schools around me? I don't know after all these years! ?
According to this method, Xiang Piaopiao has focused on several large and medium-sized cities with radiation power, such as Hangzhou, Zhengzhou, Nanjing and Beijing, one after another. And then radiate to the surrounding cities, taking advantage of the situation.
In 2005, at the National Sugar and Liquor Ordering Fair held in Jinan, Xiangpiaopiao officially invited investment from all over the country. Previously, dealers had never seen a cup of milk tea, and they were excited after tasting it in person, and there was an endless stream of on-site sellers. A few months later, orders from all over the country gathered in Huzhou, and the book capital of that year rose rapidly to 50 million yuan.
Advertising bombing
The ground forces are accelerating, and the advertising bombing in the air still chooses to focus.
At that time, Xiang Piaopiao, whose financial strength was not strong, smashed 30 million yuan and only smashed Hunan Satellite TV. Fragrant fluttering has become the first advertisement in the milk tea industry. Some people also said that they did not understand: the national market has not been fully paved and there are no supermarkets. What advertisements are there?
In fact, on the night when he decided to spend 30 million yuan on advertising, Jiang Jianqi stayed up all night and finally strengthened his belief through repeated struggles. For new products that are easy to be imitated, the first punch must be heavy, must be ruthless, and must quickly enter the minds of customers. ?
The power of faith is sometimes ten times stronger than confidence.
It is worth mentioning that this 15 second advertisement: On the train, a girl took milk tea and made it look like she wanted to drink it but didn't want to drink it. Bang, it suddenly became dark around. The original train entered the tunnel.
The train left the tunnel again. Huh? What about milk tea? It was stolen by a boy in front.
Is this enough to make people? Faint? But the effect is surprisingly good. Afraid the audience won't understand, the advertisement keeps repeating? Sweet milk tea? 、? Does milk tea smell good? Exactly seven o'clock. Sweet? .