Question 1: How did Wahaha Beer Catecha Shuang fail? Maybe when it comes to Beer Catecha Shuang, not many people can remember this drink. This drink created by Wahaha was launched in 2008. , disappeared for 10 years, and Wahaha, which invested heavily in this new product, ended up with failure. Now when Brother Hei Ma went to the market to look for it, he could no longer find any trace of Beer Catecha Shuang.

Looking through the encyclopedia information of Beer Catecha Shuang, I can see that at the beginning of its establishment, the market gave various praises to Wahaha’s new baby, and even marketing experts pointed out that it will definitely succeed in becoming one of the “three major brands”. "Magic Weapon", first: the positioning is amazing, occupying the position in the beer-like mentality. Second: Accurate consumer positioning. Third: The integration effect of advertising communication is good.

Now when we look back at these so-called successes, they all become a laughing stock.

The mystery of positioning Let’s first analyze its positioning. Beer Tea is positioned as a beverage, and its positioning has been clearly stated: Beer Tea is a healthy and fashionable drink carefully developed by Wahaha Group through continuous innovation and based on students, office workers, drivers and other groups. . This product is not beer, it is a jasmine beer flavored drink. This piece of information has shown that beer catechu is a tea drink, not wine. But it is not difficult to see from its name that he actually wants to do cross-border positioning and combine the concepts of beer and tea into one.

Consequence 1: People who like tea dare not drink it. Because what the user wants to drink is a tea beverage, which is "wine", tea drinkers will not buy it.

Consequence 2: People who like wine dare not drink it. Why drink beer? If you analyze it from the perspective of taste alone, it is obviously incorrect. It is not because of the factor of quenching thirst. It is because beer can not only quench thirst, but also stimulate mental changes. The significance of wine in China is absolutely Not only on the so-called material level, but also on the spiritual level. Therefore, the person who wants to drink will not come to drink him. It's like a gathering of friends, everyone is drinking and drinking, but suddenly someone proposes to blow up a bottle of Wangzai milk.

If you are a child: I am secretly happy that I can finally drink, but in the end, there is no smell of alcohol at all. Now I was under a lot of pressure to study, so I bought it to get drunk to relieve all my worries, but I didn’t feel anything after drinking it, and I couldn’t do anything, so I stopped drinking.

The above is just a joking guess by Brother Black Horse, but it also shows that this seemingly accurate group of people is actually because of this ambiguous positioning that people who want to drink cannot drink. It is very likely that this group of people thought he was like Just drink beer.

In addition to the problems with product positioning, the failure of Beer Catecha Shuang is also related to the following core factors:

First, the taste. As for the taste, Beer Cathay is just a "little brother". The most typical example is the major decline in sales after Coca-Cola changed its taste. The taste of Beer Cathay comes from the market survey data of that year found by Black Horse. Look, most people find it weird, it tastes like beer but not beer, and it tastes like a drink but not a drink.

Secondly, category attribution fails. The core of fast moving consumer goods is the terminal. Heimao has no doubt about Wahaha's ability in this regard, but when it comes to specific display, it will face big problems, because whether you go to a supermarket or a store, Well, you will find that each product has its own display area, which can form a product agglomeration effect, but there is no doubt whether the beer catechu should be placed in the beer area or the beverage area. Display, and there are no similar products to complement it. Quite simply, Beer Cathay has naturally become an orphan.

Third, the failure of advertising strategy. As for the phrase "you're out", although it was said to be very innovative at the time, in the environment at that time, a few beauties were waiting in class and drinking something that looked like beer. In fact, it created a very special situation for parents and public opinion. It has a bad image, and some people even think that it is inducing children to drink. This shows that this kind of shocking advertisement can indeed expose the brand in the first place, but "if you don't drink, you will be out" is a kidnapping of a moral label, which is very easy to form. Rebellious psychology.

Finally, there is not enough growth patience for brand cultivation: in fact, the cultivation period of a new brand or a new concept requires at least 5-10 years, but Beer Catecha disappeared within 3 years after its appearance. , during this process, the entire Wahaha team was not patient enough to create a good image for this new brand. There was just a feeling that they were eager to push a new concept, and then the advertisement became popular, and then disappeared. , it feels like it comes in a hurry and goes in a hurry.

In the end, I personally feel that the development of a niche market must have a potential market demand, rather than a market consideration that combines two markets. This is often based on appearance. Sometimes this kind of balance makes sense, such as... >>

Question 2: Why was the production of Beer Catecha Shuang discontinued? Because when these words are said fast, they sound like ** * It’s too disgusting, so it’s discontinued.

Question 3: Why has Beer Catecha Shuang been removed from the shelves? The sales volume is too poor and there is no market competitiveness.

Question 4 : Why is it that the market in Beijing for Beer Tea is no longer available and I can’t buy it? I suddenly remembered it today. I heard that it was discontinued in April 2010 because of market strategy issues!

The main consumer targets of Catecha Shuang are students, office workers, drivers, etc.

The first thing to understand is, before the launch of Beer Catecha, what kind of drinks were consumed by students, office workers, and drivers? The answer is drinking water, cola, juice, tea drinks and even coffee, etc. Therefore, this means that Beer is waging war on all beverages.

In this way, the first problem Wahaha needs to solve is to get the target group to give up the drinks they are currently drinking, and to give them reasons for giving up, and to give reasons for giving up various drinks respectively. Obviously, for a specious product, Wahaha cannot formulate a comprehensive competition plan for all beverage categories, nor can it formulate separate competition plans for each beverage category.

In this way, the target consumer group of Beer Cathay has no reason to give up other beverages.

Question 5: I really want to drink Wahaha Beer Tea! Such a good drink, more and more people around me miss it but can't buy it. Why? ! ! ! The main reason is that the overall market sales are not good, and the company's investment and harvest are not directly proportional. The existence of the company is mainly for money, so it will stop producing unsalable products.

Question 6: Which drinks have been discontinued? At present, for example, eye-catching, queer, the more examples the better, for those born in the 80s and 90s, the more the better, Salted Soda Water West Lake Longjing Jianlibao Sanlu Milk Peel Tea Shuang

Question 7: Jianlibao, a failed beverage manufacturer that failed to stick to its brand

Brand history:

Launched in 1984, focusing on "health and vitality". It became an instant hit after the 1984 Los Angeles Olympics and was known as the "Chinese Magic Water." As the first beverage in China to add alkaline electrolytes, Jianlibao took the lead in introducing the concept of sports drinks to Chinese people. Sales in 1997 exceeded 5 billion.

Reasons for decline:

Share disputes and poor control of core brands. The listing failed in the autumn of 1997. Two years later, founder Li Jingwei proposed a plan to implement an employee stock cooperative system within the company. He tried to raise funds to buy out the shares held by ***, but was rejected. Sales fell in 2001. In July, Sanshui *** advocated selling Jianlibao, but not Li Jingwei's team.

In 2004, Jianlibao Group's sales revenue was only 2.8 billion, and it was already insolvent. After changing owners several times, Jianlibao "has basically become a mess." After Li Jingwei passed away in 2013, the future of Jianlibao became even more worrying.

Season 5

Brand history:

A series of leisure drinks launched by Guangdong Jianlibao Group in 2003. The group hopes to use a large amount of advertising to create a sincere, yet youthful and fashionable product impression. Through the advertising bombardment at different times on CCTV and the endorsement of Japanese star Ayumi Hamasaki, it left a deep impression on the market.

Reason for disappearance:

Jianlibao launched diversified products under the single brand "Fifth Season" without main products, resulting in reduced brand recognition; the taste is not the same as that of other similar brands. Too big a difference will inevitably lead to low consumer recognition.

Rising Sun

Brand history:

China’s first carbonated black tea drink and the first tea drink. In 1993, Xuri Group, which started as a supply and marketing cooperative with an investment of 30 million yuan, became a beverage giant with sales of 3 billion yuan in just a few years. However, starting from 2001, Xurisheng, which was rising rapidly, slid into the "twilight" trajectory unimaginably. In the second half of 2002, Xurisheng stopped selling goods.

Reason for disappearance:

In 2002, the group fell into the predicament of no access to loans, no hope of financing, broken capital chain and rapid market shrinkage. In 2004, the "Rising Sun" trademark narrowly missed being auctioned in Suzhou, Jiangsu Province. A company that once ranked second in China's beverage industry has fallen into the tragic situation of being frequently auctioned.

Robust

Brand history:

Guangdong Robust Group is a well-known large-scale food and beverage enterprise in the country, with 20 stores in major cities across the country. With nine branches or offices, the market network covers urban and rural areas across the country.

Reasons for decline:

In 2000, Danone acquired Robust; in 2001, the five Robust veterans headed by He Boquan were kicked out. With no market direction, lack of market strategy, and weakened brand image, Robust products continue to be sluggish in the market. In 2005, Robust suffered a loss of 157 million yuan, and is expected to lose another 150 million yuan in 2006.

Queer

Brand history:

This drink, whose LOGO resembles the head of a bubble child, is a product of Coca-Cola Japan Branch targeting the children's market. . Small bottles, mainly juice drinks, are easy to carry. It was launched in Japan in 1997 and then expanded to the Chinese market. In China, it targets girls in universities, middle schools and primary schools and the young white-collar market.

Reasons for disappearance:

Regional limitations, incorrect name translation, resulting in low market acceptance; the brand is empty, has no brand connotation, and cannot withstand scrutiny; employees within the company have little understanding of the meaning of the brand If you don’t understand, there are misunderstandings in implementation; the product brand affinity is not high.

Beer Catecha Refreshing

Brand History:

Wahaha invested heavily in building a new product in 2008, but it disappeared from the market in 2010.

Reasons for disappearance:

Inaccurate product and consumer positioning; strange taste; product classification failure; advertising strategy failure. Regarding the advertisement "You're Out", everyone is quite critical. Several beauties were drinking something that looked like beer in the classroom, which gave parents and public opinion a very bad impression. Some even said that this was inducing children to drink. This advertisement illustrates that "shocking advertisements" can indeed expose the brand in the first place, but "drink or you will be out" as a kidnapping behavior of a moral label can easily arouse consumers' rebellious psychology.

Laoshan Cola

Brand history:

China’s first carbonated drink was developed by the state organization in Qingdao in 1953. From 1980 to 1990, Laoshan Coke was in short supply, with an annual production capacity of 80 million tons, and 100 jointly owned manufacturers nationwide... >>

Question 8: It tastes like beer What's the name of the drink? It's been on the market for a long time. Many places also have drinks that are improved from draft beer, which are drinks but have a beer flavor.

Question 9: The consumption behavior pattern of beer catechu, normal consumption