Since Jiaduobao and Guangzhou Pharmaceutical broke up due to the Wanglaoji trademark case, the marketing war between Jiaduobao and Guangzhou Pharmaceutical has inevitably started. This is an unprecedented and ongoing business war. Although the final victory or defeat has not been determined, the commentary articles about this war are as chaotic as the snow in the twelfth lunar month. What is "disturbing"? The reason is that there is both complexity and confusion. Recently, a commentary article about this marketing war - "What is Channel Strangulation - The Interception Power of Channel War Brands" claimed: "This unprecedented marketing war has given Chinese marketers a valuable opportunity to understand The real winning elements of Chinese marketing, as well as the causal and sequential (priority) relationships between these elements, correct the absurdity of "brand determinism" (including mental theory, positioning theory, and category theory) with a kind of negation. It is really confusing to judge a brand that is successful because of its positioning system based on the argument of the brand positioning system! We should be fair to see that Wanglaoji in the Jiaduobao era repositioned Wanglaoji, which was originally a medicinal drink, as a "beverage to prevent internal heat" by using the positioning theory system, redefined the herbal tea category, and took the lead in occupying the market share. The consumer mentality of "fear of getting angry" has enabled the Wong Lo Kat brand to take off. After achieving category breakthroughs, Wong Lao Kat even used category tactics to cooperate with many herbal tea brands to expand the herbal tea category, thus making Wong Lao Kat, the leading brand in the herbal tea category, the biggest beneficiary and achieving greater success. A company that used to be successful based on its brand strategic positioning system is now facing strong competition from China's number one brand that it personally cultivated and has a valuation of 108 billion. If Jiaduobao does not pay attention to positioning or attention in this business war, In terms of mentality and category status, I'm afraid even God wouldn't believe it. The battle between Jiaduobao and Wanglaoji is indeed an unprecedented marketing war. Jiaduobao has invested strong forces in all aspects to win this war. But just like "any war has only one ultimate goal", Jiaduobao also has only one ultimate strategic goal in this war. What is Jiaduobao’s ultimate strategic goal? Very simple - "Let Jiaduobao replace Wanglaoji as the number one herbal tea brand in China in the shortest possible time"! Strictly speaking, companies cannot create brands. Brands and brand status only exist in the minds of consumers. In other words, "replacing Wong Lo Kat as the number one herbal tea brand in China" is ultimately still a battle in the minds of consumers. The battle for contention. No matter what tactical sequence Jiaduobao uses in this business war, its purpose must be to serve this ultimate strategic goal. How to prove that this war is a war of minds? In this war, how do the channel wars, public opinion wars, advertising wars and patent battles used by Jiaduobao serve this ultimate goal strategy? Perhaps we can get some inspiration from the discussion of the following questions. Why is it called "Jiaduobao" and not something else? First, let’s take a look at why the new brand launched by Jiaduobao is called “Jiaduobao” instead of other names? Some people in the industry believe that "Jiaduobao" is not suitable as a brand name for herbal tea. Herbal tea is a treasure of Chinese herbal medicine culture. Most of the herbal tea brands on the market have a long history. The name Jiaduobao is a new brand name, and its history is hard to tell. So, why use "Jiaduobao" as the brand name instead of using a brand name that is more in line with the historical and cultural tone of herbal tea? Because Jiaduobao understands that based on the current mental cognition of consumers, launching the "Jiaduobao" brand is its "only correct choice." There are two important factors that determine the necessity of Jiaduobao choosing to use "Jiaduobao" to replace the original red can Wong Lo Kat as the new herbal tea brand name. First, "Jiaduobao" is currently the only name that can be associated with the former red can Wong Lo Kat. The ultimate goal of Jiaduobao is not to overthrow the Wong Lao Kat brand and start over. Doing so would be too risky and costly, and the gains outweigh the losses. Rather, it is to transition consumers’ brand awareness of the original Wong Lao Kat to a new brand and continue its legacy. The image and status of the number one herbal tea brand.

Consumers use the three words "Wanglaoji" to identify Wonglaoji linguistically and auditorily, and visually identify Wonglaoji with the bright red packaging. The great significance of appearance patent rights for Jiaduobao is that it allows Jiaduobao to inherit the appearance image of the original red can of Wonglaoji to the greatest extent, and to minimize consumers' cognitive barriers to Jiaduobao. If Jiaduobao can win the appearance patent, it can not only continue most of the original product image, but also the exclusivity of the appearance patent can prevent the follow-up behavior of Guangyao Wanglaoji, and it can establish a relationship with Guangyao Wanglaoji and other herbal tea brands. visual barrier between them. However, if Jiaduobao loses its appearance patent rights, its disadvantages will reflect back on Jiaduobao, which will be the biggest disaster after losing the right to use the Wanglaoji trademark. In order for consumers to transfer their original brand recognition of Wanglaoji to Jiaduobao as quickly as possible with the least cognitive barriers, Jiaduobao must maximize the unique brand elements of the original Wanglaoji. Inheritance and continuation. Of course, all this must be based on the prerequisite of winning the appearance patent right. What does public opinion mean? In this business war, the battlefield of public relations and public opinion will be Jiaduobao's most important battlefield, because it directly determines the direction of public opinion and the public's choice! Since the legal battle between Jiaduobao and Guangzhou Pharmaceutical over the Wanglaoji trademark case began, public opinion on the Internet (mainly from netizen comments and online polls) has been inclined to sympathize with Jiaduobao. There are several main reasons why netizens express their support for Jiaduobao: 1. Jiaduobao has made a huge contribution to China’s herbal tea industry; 2. They believe that Guangdong Pharmaceutical is robbing Jiaduobao of the fruits of labor, and they are not optimistic about Guangdong Pharmaceutical. Wong Lo Kat can be run well; third, Jiaduobao’s public welfare image is recognized by most netizens. In response, Jiaduobao never forgets to emphasize its great efforts and contributions to China's herbal tea industry and public welfare in every corporate announcement. To prove the name of its authentic herbal tea, it invites Jianyi Wang, the fifth-generation great-great-grandson of Wong Lo Kat founder Wang Zebang. Testify for it and always position yourself as a victim in every announcement in order to gain wider recognition and sympathy, thus casting a negative image on GPHL. A series of brand public relations actions have won the support of public opinion for Jiaduobao. In addition, Jiaduobao's recent brand sponsorship activities are also in full swing around social hot spots. The activities involve the London Olympics, the large-scale music review program "The Voice of China", large-scale student aid charity activities, etc., with a wider spread and interactive nature. Stronger, this enables the Jiaduobao brand image to be spread to the greatest extent in the shortest time, and also helps more public to focus on this incident. The support of public opinion undoubtedly added vital weight to Jiaduobao in this war and accumulated a mass base for the Jiaduobao brand. Some people say that the market does not believe in tears, and sympathy does not mean consumption. But if consumers’ sympathy and solidarity create an atmosphere, the phenomenon of herdity will naturally occur. Consumers have their own likes and dislikes. Under the same conditions, who wouldn’t choose the brand they love more? How to determine victory or defeat? Jiaduobao has made the cognitive concept of "Wanglaoji = authentic herbal tea" win the hearts of the people through many years of hard work. Now it wants to change this perception and transition it to "Jiaduobao = original Wanglaoji" and Going one step further to "Jiaduobao = authentic herbal tea", its mission is arduous and has a long way to go. With product formulas, manufacturing processes, production capacity, channels, sales teams, media resources, and brand operation capabilities all being dominant, fighting for consumers' minds will inevitably become its most critical and arduous task. Therefore, the criteria for determining the outcome of this war will appear to be very simple - those who win the hearts and minds of the people win the world! Welcome to discuss your views and opinions with the author of globrand (Global Brand Network). He Yishan, (formerly known as: He Shan), is a senior advertiser. He has many years of experience in studying brand positioning theory. He is good at brand naming and brand positioning. He has served as a local 4A Advertising company planning manager, account director, etc. Feel free to discuss your views with the author. ) Enter He Yishan’s article list