This is the charm of the brand. From the perspective of domestic genes, we can get a glimpse of the "confusion" of domestic time-honored brands in this era by linking Laoganma and Arctic Ocean, which are inextricably linked and have different customs.
0 1 Laoganma's "Persistence" and "Abandonment"
Recently, Laoganma has been on the hot search again. For nothing else, Tao Huabi, a "laodopted mother" who rarely interviewed by the media, accepted an exclusive interview with Xinhua Finance. Laodopted mother's fame is not without reason. Relying on a hot sauce to become a recognized "national goddess", but also dare to use their own photos as brand names, strong enough strategy is very consistent with the tonality of old Chinese goods. Laoganma also relies on this sense of responsibility and product ingenuity to dominate sauce for decades. Laoganma's wealth does not depend on capital, but quality is the best "marketing". She uses simple and honest style and word of mouth, and the most "clumsy" method to build the strongest brand.
One product manufacturing detail is that for decades, Tao Huabi insisted on selecting the best Guizhou peppers with her employees, and then manually chopped and repackaged each pepper. She can't afford to hire more employees, but she must check it herself to make sure that the peppers are free of impurities. Every bottle of real product is the foundation of popularity and immortality, and it is also the key point of contact and interaction with users. However, products are not rootless fruits. It can be said that enterprise management and product quality are in the same strain. Excellent products, that is, behind them is an enterprise system: from supply chain to sales channel, from brand marketing to terminal access, which is a big network. The controller behind the big network is the management decision-making layer of the enterprise.
But in recent years, Laoganma has been troubled by the negative, that is to say, she fell off the altar under fierce competition. The essential reason is management problems. The problem of management changes has brought Laoganma to the brink of danger. Obviously, after Laoganma retired, the performance of her sons was not satisfactory. The eldest son failed to invest in the name of Laoganma, which damaged the brand reputation. The younger son replaced Guizhou pepper with Henan pepper, which was much cheaper. He also deleted the original manual brewing process of sauce and replaced it with a machine. To make matters worse, in 20 16, a resigned employee actually leaked the formula of Laoganma, resulting in the company's direct loss of 10 million yuan.
Undoubtedly, Laoganma lost her soul. Consumers are not superstitious about brands, and will not hesitate to abandon you after the support of brands is exhausted. Compared with the quality of the past, it will make consumers lament their misfortune and "take a step back from the pit". After all, the FMCG track where the table sauce is located is in a state of complete competition, and the barriers are not high.
Laoganma Tao Huabi herself had to go out again at the end of 20 18 to help the enterprise. The first thing Laoganma did was to change back the pepper and the original craft. At the same time, we changed the previous low-key style, increased marketing efforts, and even played cross-border ground and carried out a series of influential joint activities. In the final analysis, Laoganma's stories about "rise", "decline" and "rebirth" have different perspectives, but the core is the same: product strength is the link between brands and consumers, and it is also the ultimate embodiment of enterprises' efforts, and it is also the internal support of brands.
The Arctic Ocean, the restart of old soda.
"You drink soda, I drink the Arctic Ocean. 」
Once upon a time, the old brand Arctic Ocean, as the handle of domestic soda, also existed in the form of "China Coca-Cola". After years of downturn, completely different from Laoganma's rejection of capital, at the end of 2020, the rumors that the Arctic Ocean will be packaged and listed with Red Star and Yili will be hot again. Contemporary young people regard Yuan Qi Forest as the apple of their eye, but they don't know that Tang Binsen, the founder of Yuan Qi Forest, grew up drinking old soda represented by the Arctic Ocean. In 1980s and 1990s, domestic soda was dominated by feudal lords, with strong regional characteristics. The scenery of the Arctic Ocean is even more difficult. You know, 1983 had a bottle of Arctic Ocean in front of the guests for the first Spring Festival Evening. It is reported that during the three years from 1985 to 1988, a bottle of Arctic Ocean with a dime or so created an output value of 1 100 million yuan, with a profit as high as130,000 yuan. Under the living standard at that time, it was a veritable "king of domestic soda".
With the development of capital, the market has many expectations, and "institutional innovation+market development" has become the biggest attraction. The new life of the old brand is more delicious. Under the tide of joint venture, the old brands such as the Arctic Ocean were "married" to Pepsi and Coca-Cola, only to be squeezed out and suppressed by them, resulting in the tragedy of "seven armies flooding". 20 1 1, the arctic ocean, which has returned to the rivers and lakes, once again exerted its strength to dominate. Yili company got the right to operate the Arctic Ocean trademark and began to rally. Statistics show that in just 20 18 a year, the sales of the Arctic Ocean reached 600 million yuan, and120,000 boxes were sold a year. The momentum is fierce, but "feelings" are also reflected in the price. The price of 330ml bottled soda in Arctic Ocean is around 5.5 yuan, and that of 480ml bottled soda is around 6 yuan. On the other hand, Pepsi and Coca-Cola, the head brands of similar products, only sell about 500 ml per bottle in 3 yuan.
This creates a problem. Will someone really pay long for the so-called "feelings"?
In addition to pricing issues, attempts to diversify product lines are also somewhat confusing. At the new product launch conference of the 85th anniversary of Arctic Ocean at the end of 2020 1 1, Arctic Ocean launched 13 new products in one breath, including 5 new packaging products to commemorate. Innovation is a good thing, but the determination of tonality, how to fit the brand and how to satisfy consumers are not simple propositions. Take a closer look at the new products, including four hot drinks, namely "strange orange, natural expensive gas, knocking kernels and beating wheat", three new fruit juice sodas and one low-sugar soda. Products involved in fruit juice drinks, cereal drinks, tea drinks and other categories. However, many new varieties introduced from the Arctic Ocean are different from the original positioning of soda water, and market education needs more time and resources. In the fierce competition, it is by no means plain sailing.
In addition, behind the dazzling, what is the memory? Is the catering to health and the pursuit of novel tastes too different from the original intention of old soda? Innovation is important, but there is no doubt that innovation in the Arctic Ocean is a bit "out of focus". At present, the brand of drinks is updated, whether it is bottled drinks or new tea, it is very important to explode products. Committed to the explosion of large items, it is recognized as a brand upgrade gesture in the industry. Concentrated investment of limited resources can maximize the effect.
Different from the return of the quality of Laoganma, the Arctic Ocean is also a "partial angle" at present. What we are more eager for is the opening of the national market, which will produce a * * * shock with the awakening of brand power. Launching new products is the only way for it, and it is also an important node for the outbreak of brand power. In the beverage field where the Arctic Ocean is located, the products change faster and the waves are more ruthless. The sentimental card is there, but how long can Mr. Liu's "face" last? Despite all kinds of difficulties, the Arctic Ocean has its rich brand assets, which represents a local culture in Beijing. Such as "orange juice" and "orange juice" unique to the Arctic Ocean. Restarting is not easy. The development opportunities of the Arctic Ocean are precious, and it is possible to create the myth of domestic soda with the help of capital.
03 Dangers and Opportunities under Emotion
It is not difficult to see that whether it is Laoganma or the Arctic Ocean, the popularity of old domestic products has two points: one is product strength, and the other is feelings. The former is fundamental and the latter is sublimation. Of course, feelings really can't be eaten as a meal, but they can only play a icing on the cake, but they are a rare boost on the road to growth. Similar to Laoganma and Arctic Ocean, there are many sentimental or historical brands, such as Goubuli, Tongrentang and Baique Ling. Although the predicament is similar, the ending and path are different. Feeling is brand equity in the final analysis, and its accumulation and damage are positively related to product management activities. And after the change of time and management, they also quietly glow with new vitality.
In the same way, danger and opportunity go hand in hand, and how to grasp the choice depends on their wisdom. Listing or not, diversification or centralization, trying to break the circle or being partial ... There are thousands of roads, and product wisdom must be the most important one.
Information comes from: pectin business observation