Baijia, which is now known as the number one brand of convenience fans in China, is destined to leave people with too many surprises and surprises from the day it started from scratch:
In p>2, Baijia took a boat out to sea to grab the brand, put forward a dumbbell-shaped development plan, attached importance to marketing and R&D, and completed the basic production layout that was a headache for most enterprises in a short time; In 22, through more advanced marketing techniques in the industry, it occupied the Sichuan market, and its sales exceeded that of the pioneer Guangyou; In 26, it boldly challenged the determination of six national departments that fried instant noodles are harmless, and overshadowed the grain Dojo, which has always been advertised as non-fried; In 27, he complained that White Elephant counterfeited the packaging of its products, and at the end of the year, he issued a public opinion on purchasing the Grain Dojo. In 28, proposing marriage to Yunnan rice noodle caused a heated discussion, and then a private financing plan was issued.
After several years of continuous efforts, Baijia has made remarkable achievements. Compared with the primary competitive means of similar enterprises in marketing, Baijia's jumping out confirms the great charm and role of marketing, which has played an indelible role in facilitating the development of the fan industry. However, Fiona Fang still has a little worry. How far can the White House, a rapidly developing White House, go? It's not that Fiona Fang is alarmist for the following reasons:
First, the foundation is not firm.
In Fiona Fang's view, the fast-growing dairy enterprises and the precarious Mengniu have at least explained two reasons: first, industrialization will be the key to the future enterprise development, especially raw materials and bases are the energy and source for the development of agricultural products enterprises and brands, and it will be easy to get through every link in the industrial chain and let everything be under your control; Second, winning the final victory of the market depends not on conceptual marketing, but on real products. Fiona Fang believes that for agricultural enterprises, it is a good thing to go fast, but it is more important to go steady and down-to-earth every step, so as to reserve a strong development potential for enterprises, and the future development of overdraft enterprises will only be quick for a while.
Chen chaohui, the head of the Bai family. It is not an exaggeration to say that he is a marketing wizard. Through a series of unconventional and unreasonable ways of playing cards, Baijia has climbed to the top of an industry and won the market's pursuit and consumer's cognition. It's just that this marketing wizard relies too much on marketing and ignores the infrastructure of the enterprise. In fact, the dumbbell-shaped development strategy, the use of perfection, non-Mengniu's old cow, once Mengniu speed is not comparable to the White House, Mengniu's present will be the future of the White House? Not necessarily, but what is certain in Fiona Fang is that if the White House continues to develop according to the past thinking, it will either face the constraints of raw materials or base resources, or be overtaken by enterprises with brand advantages in the upstream of the industry, such as Longda and Shuangta.
laying a foundation is equivalent to practicing internal strength, and only practicing posture is a loss. Once the optical friends who have been silent for many years want to speak, I am afraid that the White House will be overwhelmed.
second, the positioning is not accurate.
authentic Sichuan famous snacks, Baijia convenient fans has been the slogan that Baijia has been using since its listing. There are two purposes: first, to establish the authentic status of Baijia's convenient fans with authentic famous Sichuan snacks. With the popularity of Sichuan cuisine in most parts of China, consumers' love for Sichuan snacks can make authentic Sichuan snacks become consumers smoothly and drive sales in the market; Second, Baijia is convenient for fans, borrowing the brand resources and influence of local Baijia Gaoji pork intestines vermicelli in Chengdu to deepen the brand's sense of culture and value. Through this slogan, we can clearly see that Baijia has a clear definition of its target group, mainly targeting Sichuanese and foreign consumers who like to eat Sichuan snacks. Sichuan famous snacks are actually equivalent to a positioning of the White House.
It should be said that this move of Baijia has been quite successful, which has made great contributions to the establishment of its market position in Sichuan's local port, enabling enterprises to accurately guide limited resources in the target market and generate maximum benefits, which is undeniable. However, when the White House walked out of Sichuan, the once positioning limitations immediately appeared. Facing the more popular market in China, consumers are more diverse. Not all of them are Sichuanese. They don't necessarily like Sichuan food, or even snacks. Then in the face of this authentic Sichuan-style snack, there is naturally a sense of rejection. In Fiona Fang's view, there are two ways to solve this problem. One is to continue to use the current positioning and demands, and make great efforts to make those consumers who want to win change their consumption habits. The other is to change their positioning and demands and meet consumers with brand-new brand ideas. But no matter which one, it will test the capital flow of enterprises. I hope the White House can have sufficient capital reserves and anti-pressure ability to solve this problem.
third, channel pressure.
Baijia fans still attach great importance to the terminal, and invest a lot in the first-and second-tier marketer's super system. Take Shangchao as the main battlefield, face consumers directly, and directly carry out a series of promotional activities to cultivate the consumer market and stimulate direct purchase. Although it can play a certain role, it requires enterprises to invest a lot of human and material resources, and because of the lack of long-term interactive marketing methods, it is often the case that someone buys a promotion and stops buying it as soon as it stops, which falls into a vicious circle and increases the expenses of enterprises.
in addition, the primary and secondary market vendors have obvious advantages over the terminal market, and after years of development, the rapid expansion of various terminals and fierce competition among similar enterprises, the result of competition is that most risks are passed on to supply enterprises, which is directly manifested by squeezing upstream enterprises one after another, and all expenses are rising. Enterprises are gradually passive in the game with dealers, and it is more difficult to control. Moreover, the singleness or serious differentiation of sales channels like Baijia is the taboo of enterprise channel planning, and it is easy to produce the result of being restricted by channels until it becomes more and more passive. After several years of confrontation with Guangyou, the profit margin of fan products has been minimal, and some even make money at a loss. On the one hand, the channels are exorbitant in taxes and fees, and on the other hand, the price is afraid to increase, so the profit margin of the brand can be imagined. The taste of the white house sandwich cake must be unpleasant, and it must not be the normal method of development.
To sum up the above, White House is not short of keen market sense and clear brand awareness, and has also formed a set of its own channel management and communication methods. In fact, in Fiona Fang's view, what White House lacks now is a combination of one virtual and one real, and one virtual is a systematic brand development strategy, which connects every step of market operation in series, can promote its own brand with a purpose and theme, lead the market public opinion clearly and increase its brand reputation. One is to strengthen the enterprise infrastructure, including the layout of raw materials and bases, so that the brand development can be based on evidence and have stamina.
the depth of love is the depth of hatred. Fiona Fang's original intention is only to hope that our national brand will take the lead of dairy industry and demand the growth speed in the process of rapid development, but don't forget to supplement more calcium.