2017 Jiaduobao Marketing Case Analysis Details

Jiaduobao Group is the abbreviation of "Jiaduobao Beverage Co., Ltd." Mainly engaged in the production and sales of beverages and mineral water. The products of Jiaduobao Group include red canned, bottled and boxed "Jiaduobao" herbal tea drinks and "Kunlun Mountain Snow Mountain Mineral Water". What I bring below is a case analysis of Jiaduobao herbal tea marketing. I hope you like it.

Jiaduobao herbal tea marketing case analysis

Herbal tea is a kind of "medicated tea" brewed from Chinese herbal medicine in Guangdong and Guangxi regions, and has the functions of clearing away heat and removing dampness. Among the many time-honored herbal tea brands, Wanglaoji is the most famous. Wanglaoji herbal tea was invented during the Daoguang period of the Qing Dynasty, 175 years ago. It is recognized as the ancestor of herbal tea and is known as the "King of Herbal Teas". In modern times, Wanglaoji herbal tea has spread all over the world with the Chinese. In the early 1950s, due to political reasons, the Wong Lao Kat herbal tea shop was divided into two branches: one completed the public transformation and developed into today's Wong Lao Kat Pharmaceutical Co., Ltd., which produces Wong Lao Kat herbal tea granules (Chinese medicine approved brand); the other was owned by Wang's Descendants of the family brought him to Hong Kong. In mainland China, the Wong Lo Kat brand is owned by Wong Lo Kat Pharmaceutical Co., Ltd.; in countries and regions outside mainland China, the Wong Lao Kat brand is registered by the descendants of the Wang family. Jiaduobao is a Hong Kong-funded company located in Dongguan. It is licensed by Wanglaoji Pharmaceutical and the formula is provided by descendants of the Wang family in Hong Kong. The company exclusively produces and operates Wanglaoji brand canned herbal tea (Shi Zihao) in mainland China.

Wanglaoji red canned herbal tea grew rapidly under the marketing management of Jiaduobao Company. More than ten years later, Wanglaoji red canned herbal tea surpassed Coca-Cola in the Chinese market and became "the first canned beverage in China". This is also This triggered a fight between the two companies for the trademark of the red can Wong Lo Kat. In 2008, GPHL began to negotiate with Hongdao Group and determined that the Wong Lao Kat brand was a state-owned asset. In order to prevent the loss of state-owned assets, it requested to take back the right to use the Wong Lao Kat brand. In 2010, GPHL initiated legal proceedings to complain about the disputes with the Wong Lo Kat brand between 2002 and 2003. The supplementary agreement signed by Hongdao Group was invalid, and the right to use the brand ceased in 2010. After nearly two years of appeals and mediation, in May 2012, China Economic and Trade ruled that Jiaduobao Company stopped using the Wong Lo Kat trademark, and the Wong Lao Kat brand returned to GPHL.

To a certain extent, the Wong Lo Kat brand’s fame is due to Jiaduobao Company’s marketing methods, which can enable herbal tea, a beverage in an awkward position, to enter the beverage market filled with powerful powers. Brands such as Coca-Cola, Pepsi-Cola, Wahaha, Master Kong, Uni-President, and Huiyuan are far superior to Jiaduobao in terms of market share. They can make the brand nationally famous, and naturally they are sure to quickly establish a valuable brand after losing the Wong Lo Kat brand. .

1 Product Overview

Regarding Wanglaoji, is it a "herbal tea" or a "beverage"? Consumers have a very vague understanding. If Wong Lo Kat continues the brand history of herbal tea, it can inherit the effect of "removing fire", but consumers outside Guangdong know little about herbal tea; if Wong Lao Kat is positioned as a beverage, then the formula of the red can of Wong Lo Kat tastes biased. Sweet, according to the traditional thinking that good medicine tastes bitter, it is not enough to "dispel fire". Before 2002, on the surface, red canned Wonglaoji (hereinafter referred to as "Red Canned Wonglaoji") was a well-established brand, with stable sales in Guangdong and southern Zhejiang, good profitability, and a relatively fixed consumer group. The sales performance of the red can Wong Lo Kat beverage has remained at more than 100 million yuan for several consecutive years. After growing to this scale, Jiaduobao's management found that in order to make the company bigger and go nationwide, it had to overcome a series of problems, and even some of its original advantages became obstacles to the company's continued growth.

Product positioning is unclear

In Guangdong, traditional herbal tea (such as granular granules, home-made, herbal tea shop-made, etc.) has a significant effect in reducing internal heat, and consumers generally regard it as medicine. ?Taking it, no need and cannot drink it regularly. And "Wanglaoji", a brand with a history of hundreds of years, is the synonym for herbal tea. When talking about herbal tea, you can think of Wonglaoji, and when talking about Wonglaoji, you can think of herbal tea. Therefore, the red can of Wanglaoji is burdened by its brand name, and it is difficult for Cantonese people to accept it as a drink that can be consumed regularly, so its sales are greatly limited.

On the other hand, the formula of the red canned Wonglaoji produced by Jiaduobao originated from the descendants of the Wang family in Hong Kong. It is a food brand product approved by the state. Its smell, color, and packaging are very different from the traditional herbal tea in the concept of Guangdong consumers. There is a difference, and the taste is sweeter. According to the traditional Chinese concept that "good medicine tastes bitter", consumers naturally feel that its power to reduce internal heat is insufficient. When the need arises to reduce internal heat, it is better to buy it at a herbal tea shop or cook it at home. Therefore, for consumers, it is not a good choice among the herbal teas that are most particular about efficacy.

In the Guangdong region, the red can Wong Lo Kat has the brand of Wong Lao Kat, the ancestor of herbal tea, but it has the face of a drink, which makes consumers think that it is both herbal tea and drink, and their perception is confused. .

In southern Zhejiang, another major sales area of ??Jiaduobao (mainly Wenzhou, Taizhou, and Lishui), consumers compare the red can of Wanglaoji with Master Kong tea, Wangzai milk and other beverages , there are no taboos that are not suitable for long-term drinking. Coupled with the large number of overseas Chinese in the area, under their guidance, the red can of Wanglaoji quickly became the best-selling local product. Companies are worried that the red can of Wong Lo Kat may become a fad that comes and goes, just like the coconut palm juice that was so popular in southern Zhejiang and was quickly replaced by new fashionable products, disappearing from the streets overnight. net.

Faced with these confusing perceptions of consumers, companies urgently need to provide a strong guidance through advertising, clarify the core value of Red Can Wong Lo Kat, and differentiate themselves from competitors.

The market is narrow

Outside Guangdong and Guangxi, people do not have the concept of herbal tea. Even in surveys, it often appears that "herbal tea is cold and boiled", "we don't drink cold tea, we often make it" Hot tea? These views. Educating yourself on the concept of herbal tea is obviously expensive. Moreover, the demand for "reducing fire" among mainland consumers has been filled, and most of them solve it by taking drugs such as Niuhuang Jiedu Tablets.

Making herbal tea is full of difficulties, and making drinks is also full of dangers. If we look at the entire beverage industry, carbonated beverages represented by Coca-Cola and Pepsi-Cola, tea beverages and fruit juice beverages represented by Master Kong and Uni-President are in a leading position in the market that is difficult to shake.

Moreover, the red can of Wonglaoji is made from honeysuckle, licorice, chrysanthemum and other herbs, and has a faint Chinese medicinal flavor. For drinks where taste is paramount, the taste of Wonglaoji does pose a big obstacle. , coupled with the retail price of 3.5 yuan for the red can of Wong Lo Kat, if Jiaduobao cannot distinguish the red can of Wong Lo Kat from its competitors, it will never get out of the shadow of the "big powers" in the beverage industry

This caused the red can Wong Lo Kat to face an extremely embarrassing situation: it could neither stick to two places nor promote it nationwide.

Unclear concept

The advertising theme of Jiaduobao on TV at that time was not prominent. The above advertisement can be used for any drink and does not reflect the specialness of Jiaduobao at all. Brand value. Why can such promotion in the early stage allow the red can Wong Lo Kat to survive and grow? First of all, the domestic market is not very sound, and there is a big gap in the herbal tea market. The red can Wong Lo Kat has filled this gap, so it can earn a certain amount of profit in the early stage. However, in the later stage, it will be greatly restricted to expand the enterprise to a certain scale. You must give consumers a clear idea of ??why they should buy your product.

2 SWOT analysis and strategy

Conduct a SWOT analysis on Red Can Wanglaoji at this stage. The main advantage of Jiaduobao is that the Wanglaoji brand is an old brand in Guangdong and has high recognition. At the same time, there is a gap in the market in the "fire-reducing" functional drink. According to the "cutting" theory, cutting out a new market - the canned herbal tea beverage market, and discovering a new demand - a fire-removing beverage that can be drank regularly has become an opportunity for the development of Wanglaoji red canned herbal tea. Coca-Cola initially only made a cough syrup, but after product positioning and packaging, it became a carbonated drink. The overall sales situation improved immediately, so much so that it became the number one selling beverage in the world. Product positioning is crucial to advertising effectiveness and even brand building.

On January 17, 2003, the market research company submitted the first-stage consumer survey data report to Chengmei and Jiaduobao Company. The survey results show that existing users of Red Can Wong Lo Kat have similar social characteristics, mainly in age differences with ordinary beverage consumers, with significantly fewer users aged 15-20.

In addition, the survey found that there are significant differences in the awareness of consumers in the three cities about the red can of Wong Lo Kat, specifically as follows:

1. Guangzhou consumers’ awareness of the Wong Lo Kat brand is 97%, while the awareness of the red can of Wong Lo Kat is 97%. The awareness of Wong Lo Kat is 87%, that is, some consumers know Wong Lo Kat but not the red can Wong Lao Kat; Shenzhen consumers have the same awareness of Wong Lo Kat and red can Wong Lo Kat, both at 86%; Wenzhou consumers have the same awareness of Wong Lo Kat and red can Wong Lao Kat. Wong Lao Kat’s awareness is consistent at 84%. This shows that consumers in Shenzhen and Wenzhou may mainly understand the Wonglaoji brand from the red can of Wonglaoji;

2. Only 42% of Guangzhou consumers have drank the red can of Wonglaoji, which is significantly lower than Shenzhen (80%).

3. There are also significant differences in the proportion of people who have drank red cans of Wanglaoji within six months, with 14% in Guangzhou, 55% in Shenzhen and 59% in Wenzhou.

4. Research on the occasions/circumstances for drinking red canned Wong Lo Kat found that Guangzhou consumers drink it most when they are feeling unwell, accounting for 56%, followed by drinking when they are thirsty, accounting for 41%; Consumers in Shenzhen drink most when they are thirsty, accounting for 73%, followed by drinking when they are feeling unwell, accounting for 37%; consumers in Wenzhou drink most when they are gathering with family and friends, accounting for 72%, followed by drinking when they are thirsty. Accounting for 51%, while only 2% drink it when feeling unwell;

5. Alternative products to the red can of Wong Lao Kat, that is, if there is no red can of Wong Lao Kat, what should be substituted? Guangzhou consumers mainly choose other herbal teas Among them, Huang Zhenlong herbal tea and Xia Sangju are the most popular choices, while consumers in Shenzhen and Wenzhou mainly choose common drinks such as cola and tea drinks.

At that time, Wong Lao Kat’s consumers were mainly in Guangdong and southern Zhejiang. Their understanding of Wong Lao Kat’s red canned herbal tea was mainly that drinking some herbal tea when eating irritating food can dispel the irritation, which is why Wong Lo Kat became Consumers enjoy the psychological comfort of delicious food. On the basis of consumers’ existing knowledge of Wong Lo Kat, analyze the market, segment the market, and find out the entry point. Analyze competitive products, find out the advantages and disadvantages of your own products, determine product positioning concepts, and conduct publicity and promotion. Wong Lo Kat’s direct competition is mainly fire-removing functional drinks that can be consumed regularly. This category does not exist. There are only drinks such as chrysanthemum tea, but there is no mature brand. On the other hand, the beverage market that competes with Wong Lo Kat is mostly Coca-Cola, juice drinks and tea drinks. None of these mature beverage brands have the effect of eliminating fire. In the end, Jiaduobao Company positioned the Wanglaoji brand as a "canned drink that prevents burns".

　3 Advertising and brand promotion

In order to build the Wanglaoji herbal tea brand, Jiaduobao Company has made great efforts. Judging from the typical advertising price, Wonglaoji’s advertising investment has increased from four in 2002. It increased from more than one million yuan to more than three billion yuan in 2011, achieving a nearly 800-fold increase in ten years; among these huge advertising investments, television media has become the main expenditure. The content of the TV commercial selected five scenes that consumers believe are most likely to cause anger in daily life: eating hot pot, watching football all night, eating fried food and French fries, barbecue and summer sunbathing. In the advertising screen, people are enjoying themselves happily. At the same time as the above activities, everyone drank red cans of Wong Lo Kat.

The advertising slogan combines with the fashionable and dynamic advertising song to repeatedly sing "Don't be afraid of anything, enjoy life to the fullest, be afraid of getting angry, drink Wong Lo Kat", prompting consumers to naturally think of it when eating hot pot or barbecue. Red can of Wong Lo Kat. TV advertisements mainly choose CCTV and Shangxing Satellite TV, which cover the whole country, in terms of media channels. According to the amount of advertising, it can be seen that from 2002 to 2011, the highest amount of advertising was the Central 1 (comprehensive channel), followed by the Central 5 sets (sports channels), several satellite TV stations, and a few local channels. Judging from the advertising broadcast time period, the Central 1 Wong Lo Kat advertisement is mainly broadcast in two time periods: 19:30-19:59 after the news network and 21:30-21:59 after the prime time TV series.

Jiaduobao has followed the consistent positioning ideas in marketing planning for the Wanglaoji brand, and has accurately and clearly positioned Jiaduobao herbal tea: the leader of authentic herbal tea? Jiaduobao. Jiaduobao is vigorously promoted as an authentic herbal tea, directly challenging Wanglaoji's positioning as an authentic herbal tea. Including the title of "The Voice of China", Jiaduobao also promoted to the outside world that it was interested in the authentic concept of the program.

In order to effectively block the original Wanglaoji brand, such an advertising slogan was used? The nationally-leading red canned herbal tea was renamed Jiaduobao. Is it still the original taste or the original formula? And uses the same as the original The Wong Lao Kat advertisement has similar scenes, trying to convince the original Wong Lao Kat consumers that Wong Lao Kat herbal tea has been renamed Jiaduobao herbal tea, and Jiaduobao herbal tea is the representative of authentic herbal tea. Through this strategy, we try to retain the old customers who have worked hard to accumulate the Wong Lo Kat brand.

Through this name change advertisement, it can be seen that Jiaduobao Group has gone from playing the "sadness card" at the beginning to today's complete break with "Wong Lo Kat". Only by bidding farewell to the past can it truly stand up. Jiaduobao is seizing the opportunity step by step. In contrast, Guangzhou Wanglaoji Health Industry Co., Ltd. is still troubled by the production line and is still publishing advertisements for urgent recruitment of 3,000 fast-moving sales talents. It shows that for fast-moving consumer goods, time is of the essence. reason. In recent years, Jiaduobao has gone through legal disputes with Wong Lo Kat, arbitration, changing advertising slogans, clearing inventory, showing contracts, notarizations, patents, and even having its products seized. In the end, it is free of charge while attracting the attention of the media and the general public. With the help of a large number of media reports, Jiaduobao, which originally did not exist in the public memory, became famous, just like its herbal tea! And these actions, rather than directly publishing advertisements, achieved better publicity effects than expected. For a time, it seemed that people began to pay attention to and talk about "Jiaduobao". Especially this year, Jiaduobao invested a huge sum of 60 million in sponsoring "The Voice of China", and Jiaduobao won the bet. The success of "The Voice of China" not only made Zhejiang Satellite TV quickly stand out among many satellite TVs, making Hunan Satellite TV and Jiangsu Satellite TV jealous; it also made Jiaduobao's name spread wider. The title of "The Voice of China" is only a small part of Jiaduobao's brand communication strategy. If we pay closer attention, we will find that Jiaduobao has sponsored almost all well-known variety shows on domestic satellite TV. Some people have even discovered that Jiaduobao has sponsored some TV programs in second- and third-tier cities.

In addition to the naming of TV programs, Jiaduobao’s TV advertisements can be said to be overwhelming. Jiaduobao seems to have spent a lot of money to make Jiaduobao herbal tea quickly hit the market. This is the same as Wanglaoji (Jiaduobao)'s generous donation of 100 million during the earthquake.

In February 2009, Wong Lo Kat brand obtained the qualification as a non-sports beverage sponsor of the Asian Games, and various forms of Asian Games marketing began immediately. From the Asian Games singer selection to "sing the first to win the gold medal in the Asian Games" to the collection of national cheering photos of "raising cans and cheering and opening cans to win the Asian Games", the marketing campaign that lasted for more than a year always runs through Wong Lao Kat's "Asian Games are wonderful for me" The marketing concept of "good luck" has further enhanced the brand image of Wong Lo Kat in the sports arena.

4 The competition with GPW Wanglaoji

Active infringement strategy. As a new brand, Jiaduobao must actively infringe its rights before it can be linked to the original Wong Lao Kat, allowing the public to recognize that Jiaduobao is Wong Lao Kat. Active infringement strategies include: (1) Product infringement. That is to say, launch a large number of Wong Lao Kat and Wong Lao Kat products, and sell a large amount of goods to dealers to achieve brand conversion recognition, finally make a lot of money on Wong Lao Kat products, and kill three birds with one stone with Guangyao's new products in the channel. The effect of engraving; (2) Propaganda infringement. It is deliberately misleading consumers and the public, thinking that Jiaduobao is the former Wanglaoji. A typical example is its advertising. The "name change" has a very good effect. In Jiaduobao's powerful channels, Jiaduobao also uses its dealers and crowd tactics to promote the name change. Some sellers posted "name change" notices on the shelves, and some dealers repeatedly explained the "name change" to consumers who wanted to buy Wong Lo Kat and replaced Wong Lo Kat with Jiaduobao products to sell to consumers.

Law is Jiaduobao’s weakness, because some of its behaviors have evidence of illegality. However, Jiaduobao’s strategy is not to win the lawsuit, but to increase exposure and let Jiaduobao compete with Guangzhou Pharmaceutical's lawsuit is well known to the world, in order to achieve the "sad" effect and cognitive effect. Therefore, sometimes you can see Jiaduobao's lawyers and legal directors acting like illiterates, but it's not that Jiaduobao doesn't understand the law, but the strategy. For example, last Friday the Beijing Intermediate People's Court's final ruling arrived, and Jiaduobao held a press conference claiming to have produced new evidence that had never been made public. Jiaduobao announced that it could use the Wonglaoji trademark until January 19, 2013. day. There are many others.

On May 9, 2012, the China International Economic and Trade Arbitration Commission made a final ruling, deeming the two previous "supplementary agreements" invalid and requiring Jiaduobao Group to stop using them. Wong Lo Kat" trademark. With a ruling, the "Wanglaoji" brand that Jiaduobao worked so hard to develop was surrendered. Since then, GPHL has taken back the "Wanglaoji" brand.

Jiaduobao has made sufficient preparations for losing the lawsuit. In early 2012, Jiaduobao printed the words "Wanglaoji" and "Jiaduobao" on the original packaging of Wanglaoji red canned herbal tea, and launched it on the market in February and March. At this time, consumers will freely associate "Wanglaoji" with "Jiaduobao" based on the packaging, or they may be surprised by this change, and then pursue the cause and source to find out.

Then, with the final announcement of the ruling, Jiaduobao immediately changed the packaging of all red canned herbal teas to "Jiaduobao", and removed all the original Wanglaoji herbal teas and dual-branded herbal teas on the market. Take back.

In addition to using the original red can packaging and vertical layout in the packaging, Jiaduobao also follows the product positioning of the original product of canned herbal tea "preventing internal heat", and slightly emphasizes it in advertising. Shi Xiaoji not only chose an advertising scene similar to the original, but also used the slogan "The nationally-leading red canned herbal tea, renamed Jiaduobao, still has the same taste and original formula" to try to convince consumers that Wong Lao Kat The herbal tea has been renamed Jiaduobao herbal tea. Jiaduobao herbal tea is the representative of authentic herbal tea, thereby continuing the brand value.

Jiaduobao Herbal Tea has spread its "name change strategy" overwhelmingly through advertisements on various media. Not only TV advertisements often linger in our ears, but also various outdoor advertisements, major supermarkets, and catering establishments. Jiaduobao's name-changing advertisements can also be seen everywhere, making consumers "believe it is true". Wong Lao Kat could only respond passively and issued a "statement" in the advertisement: Wong Lao Kat has never changed its name. When purchasing, look for Wong Lao Kat herbal tea. But Wong Lo Kat’s advertising volume is far less than that of Jiaduobao.

When Jiaduobao and GPHL were about to fall out, Jiaduobao used red cans of herbal tea printed with "Wanglaoji" and "Jiaduobao" to let consumers know their relationship. And then hype up the event itself. At the same time, Jiaduobao consolidates the power of loyal consumers and loyal dealers, creates public opinion, and wins support. In the process of the lawsuit with GPHL, more people tend to side with Jiaduobao.

A sales team of 8,000 people ensures the sales execution of Jiaduobao herbal tea. These sales staff are not only assessed on sales targets, but also assessed on terminal publicity work. For example, there are clear quantity requirements for how many promotional materials they need to post every day and how many retailers they need to contact.

90% coverage of the five-tier market makes Jiaduobao a herbal tea product available everywhere. Jiaduobao Group divides the national market into five levels according to "mega cities - provincial capitals and developed coastal cities - prefecture-level cities - counties and towns - villages". The terminal coverage rate in markets above counties and towns can reach more than 90%.

Terminal personnel sales and product promotion further plunder the herbal tea market at the sales terminal. Jiaduobao has also increased sample giving through group purchases, restaurants and bars and other channels, and conducted extensive tastings to quickly consolidate, maintain and restore original channels, and at the same time open new channels.

In terms of processing methods, Jiaduobao mainly builds factories and produces its own products. From raw material cultivation, processing and production to logistics and transportation, and sales management, everything is completed by its own company. For the supply of raw materials, Jiaduobao has established honeysuckle and grass jelly raw material planting bases in Zengcheng, Guangdong, Wuping, Fujian, Queshan, Hebei, and Pingyi, Shandong. It implements unified introduction, planting, fertilization, and procurement, forming a closed system. , integrated green raw material supply system. However, GPHL currently still uses the OEM method to produce red cans of Wonglaoji. Guangzhou Pharmaceutical has signed production supply agreements with large food manufacturers such as Uni-President, Yinlu, and Huierkang to ensure the output of red cans of Wonglaoji. , but now we are also preparing to build a factory, and may soon use our own channels to produce Wanglaoji herbal tea.

Advertising is even more one-sided. GRP is usually a key indicator for evaluating advertising. It can be seen from the formula of GRP = Reach (reach rate)

As shown in the figure below, after the lawsuit between Wanglaoji and Jiaduobao was settled, taking the Beijing market as an example, from June to December 2012, the GRP of the two herbal tea brands was very different. In terms of advertising, Jiaduobao was at a disadvantage. Obvious advantages.

In August last year alone, Jiaduobao’s advertising volume exceeded 900 million yuan. In the past few months in the second half of 2012, Jiaduobao’s advertising volume was five times that of Wanglaoji. More than times, the amount of advertising and the sustainability of advertising are at a clear advantage.

Judging from the existing market sales and share, Jiaduobao’s marketing strategy is successful. What deserves our attention is that through marketing, Jiaduobao, which was originally at a legal disadvantage, can turn defeat into victory. No matter what kind of product it is, you must firmly grasp the advantages of your own product and give full play to your own advantages. Jiaduobao has firmly grasped the gap in the herbal tea market, and its advantages of smooth marketing channels and stable and sound production channels have completed its control of the market.

Jiaduobao’s product positioning is also very good, it is a functional herbal tea drink. In China, where eating habits still need to be improved scientifically, everyone hopes to reduce the heat and also hopes for good medicine that is not bitter. The most brilliant marketing technique is to sell something to consumers or create something they need. Jiaduobao has done it all.

Seize the opportunity of every major event. The donations for the Wenchuan earthquake and the lawsuit with GPHL have fully increased the exposure of the product. By creating topics and guiding the media and public opinion, the brand value has been enhanced. The investment in some high-profile events has clearly paid off.

At the same time, while competing with competitors, don’t forget to expand market share. Herbal tea has been more common in Guangdong and Zhejiang before, but now it has been promoted nationwide. Although they are competitors with GPHL, they have not forgotten to work together to promote herbal tea culture. The two companies have jointly invested in a film and television work "Lingnan Medicine Hero" to promote herbal tea culture. Only by enlarging the market is the most winning way.

Jiaduobao’s quality achievements

Jiaduobao Group’s continuous rigorous work in quality control has brought it many quality management achievements. Since 2001, the production plants of Jiaduobao Group have successively passed ISO9001 international standard quality management system, GMP (Good Manufacturing Practice), HACCP (Hazard Analysis and Critical Control Points), ISO22000 (Food Safety Management System), National Export Food hygiene registration and multiple quality management system certifications. In addition, Jiaduobao Group conducts internal audits and management reviews of the quality and safety management system every year. The China Quality Certification Center conducts annual supervision and audits of ISO9001 and HACCP. Through strict self-control and certification audits, it continuously improves the food safety and quality management system. suitability, feasibility and effectiveness. In 2008, the red canned Wanglaoji herbal tea beverage, a product of Jiaduobao Group, passed the registration and approval of the U.S. Food and Drug Administration (FDA) for its excellent quality, successfully entered the U.S. market, and gained popularity among the American people. and fondness.

Chairman of Jiaduobao Group

Chen Hongdao, a native of Dongguan, Guangdong, the "King of Herbal Tea", is currently the chairman of Jiaduobao Group and Hong Kong Hongdao (Group) Co., Ltd. The sales of the red canned Wong Lo Kat herbal tea he manages exceeds 10 billion yuan, becoming the number one brand in the Chinese canned beverage market with sales surpassing Coca-Cola and Pepsi Cola, leading Wong Lao Kat to become the "No. 1 can in China". In 2008, it donated 100 million yuan to the Wenchuan earthquake-stricken area and in 2010, it donated 110 million yuan to the Yushu, Qinghai earthquake. In Hong Kong, Chen Hongdao is known as "Buddhist Merchant". In 2010, Jiaduobao, which he led, joined hands with the Asian Games. As an outstanding representative of China's national brands, it will rely on large-scale international sports events to accelerate its internationalization process and become a world-class beverage brand.

Main experience

Chen Hongdao was born in Chang'an Town, Dongguan, Guangdong. He was engaged in wholesale business in Hongyuan Wholesale Market in his early years, and later sought development in Hong Kong. In 1995, he joined Duobao Company In the name of the company, it obtained the exclusive rights to operate red canned Wong Lo Kat herbal tea in the Mainland from Guangzhou Pharmaceutical Group. In 2003, through cooperation with a professional marketing planning agency, Wong Lao Kat was positioned as a functional drink to "prevent burns". By 2008, the red canned Wong Lo Kat herbal tea was Sales of herbal tea exceeded 10 billion yuan, making it the number one brand in China's canned beverage market with sales surpassing Coca-Cola and Pepsi. In 2011, it created the myth of 20 billion red cans, and in 2012, it won the honor of "Leader in the Food Industry". He is currently the chairman of Guangdong Jiaduobao Group Co., Ltd. and the chairman of Hong Kong Hongdao (Group) Co., Ltd.

Personal honors

1. In 2007, won the title of "One Hundred Influential Innovators in China";

2. In December 2009, won the Pan-Pearl River Delta Brand Ceremony ?Brand Creation Lifetime Achievement Award?;

3. In January 2011, he was qualified as the representative inheritor of the Guangdong Province Intangible Cultural Heritage Herbal Tea Project.

Legendary Buddhist Merchant

Chen Hongdao believes in Buddhism and is a well-known philanthropist in Hong Kong. Chen Hongdao, who is not good at appearing in public, sometimes attends occasions to promote Buddhism and good deeds. Hong Kong's Chen Hongdao is known as a "Buddhist Merchant". It is said that in the management of Jiaduobao Group, Chen Hongdao is very particular about harmony and never takes the initiative to dismiss managers. Even if managers are incompetent, at most they will be transferred to unimportant departments without worrying about being fired. He even required the management team to eat bread and drink milk every morning, and to go hiking on weekends if they had nothing to do. The Buddhist spirit of paying attention to practice and pursuing tranquility seems to have penetrated into the corporate culture of Jiaduobao Group. A person close to the company's senior management said of Jiaduobao Group, "This is a quiet company with great determination." The person said that in addition to selling its own brand of green tea products for a period of time in the early years, it has been focusing on the operation of Wanglaoji herbal tea in recent years.

Dedicated to charity

After the Wenchuan earthquake in 2008, Jiaduobao Group led by Chen Hongdao donated 100 million yuan to the earthquake-stricken areas. After the 7.1-magnitude earthquake occurred in Yushu, Qinghai on April 14, 2010, Jiaduobao Group donated 110 million yuan at the CCTV fundraising party on April 20.