The lawsuit of Jiaduobao VS Wang Laoji, which lasted for nine years, attracted countless eyes from all over the country. During the period of more than 20 lawsuits, the domestic herbal tea market is also changing. What Wang Laoji and Jia Duobao don't know is that a cold winter is coming.
Why is the dispute between Jiaduobao and Wang Laoji buried with the road ahead of the whole industry? When Wang Laoji finally won the lawsuit, he thought that he could continue to make money by using the market that Chen Hongdao had laid before, but what Wang Laoji saw was the shrinking of the herbal tea market after the two tigers competed. On the other hand, Chen Hongdao felt worse. During the lawsuit, the sales volume of Jiaduobao has been unsatisfactory, and losses have become the norm.
In 20 16, jiaduobao lost 654.38+0.4 billion yuan. Today, jiaduobao has been in debt12 billion yuan. After Wang Lao Ji's trademark was not used at all, the whole herbal tea market was facing diversion, and the sales volume was not as good as before. Some people laughed that a lawsuit between Wang Laoji and Jia Duobao actually ruined the whole industry. Originally, a new beverage giant comparable to Coca-Cola could be born in this market, but no one expected such an ending.
We often see that in the dairy market, Mengniu and Yili are also two powerful giants fighting each other, and Coca-Cola and Pepsi-Cola are benchmarking each other in almost every field. In the fast food industry, KFC and McDonald's are even more formidable. Why did their struggle not shrink the industry, but the struggle between Jiaduobao and Wang Laoji ended in both losses?
In fact, the root cause is that Wang Laoji and Jia Duobao have not made their own characteristics. Consumers' perception of red pot herbal tea, whether it is Wang Laoji or Jiaduobao, has little difference. So the choice of herbal tea is the same for consumers. This invisibly reduced the share of the whole herbal tea market, and finally neither side benefited.