Red Wong Lao Kat - Fire Prevention and Make Yourself Fire Analysis Process: 1. Introduction - 2. Red Wong Lao Kat - History and Overview 3. Company Profile - Jiaduobao and Wong Lao Kat Pharmaceutical Company 4 , Theoretical analysis of the case - positioning strategy, cultural marketing 5. Outlook - Where is Wanglaoji? 6. Summary 1. Analysis of the basic situation of the case People are accustomed to a saying: If you are afraid of getting angry, drink Wanglaoji. 2003 was a prosperous year for the beverage Wanglaoji. "Wanglaoji suddenly became popular this year and became the favorite of supermarkets, restaurants, and beverage machines. It continues to this day and is still unstoppable. In 2005, Wonglaoji sales exceeded 2.5 billion, 14 times the 180 million sales in 2002, an achievement An incredible story. 2. History and overview of Wanglaoji herbal tea? Wanglaoji is the most famous herbal tea among many time-honored brands. What is "herbal tea"? Liang means cold, and tea means tea. Taken together, herbal tea is a beverage made from tea that has the effects of cooling, clearing away heat, promoting body fluids and quenching thirst. "Herbal tea originated in Guangdong, because Guangdong has a typical subtropical climate. The summer is hot and the water quality tends to be hot. In addition, Cantonese people like to eat fried and hot food and are used to going to bed late. It is easy to get "heat", which is what northerners call "heat". Every summer, herbal tea is an essential drink for Cantonese people. Wanglaoji was first founded in 1828 by Wang Zebang (real name Aji), who opened a Wanglaoji herbal tea shop on Jingyuan Street, Shisanhang Road, Guangzhou, specializing in water bowl herbal tea.
Due to its unique formula and reasonable price, Wong Lao Kat herbal tea is famous far and wide, and the demand exceeds supply.
In 1840, Wanglaoji Herbal Tea Shop began to produce Wanglaoji herbal tea bags in the form of a front store and a factory. After liberation, the Wong Lao Kat pharmaceutical company was divided into two branches, one of which was classified as a state-owned enterprise and developed into today's Wong Lao Kat Pharmaceutical Co., Ltd., which mainly produces Wong Lao Kat brand granules (Chinese medicine approved brand). The other branch was brought to Hong Kong by descendants of the Wang family.
In mainland China, the Wong Lo Kat brand is owned by Wong Lo Kat Pharmaceutical Co., Ltd. In countries and regions with herbal tea markets outside mainland China, the Wong Lao Kat brand is basically registered by the descendants of the Wang family. Jiaduobao Company, which currently produces red Wonglaoji, has leased the right to use the brand from Wonglaoji Pharmaceutical for 20 years through brand leasing. Development Dilemma
Jiaduobao’s red Wonglaoji beverage is only available in Guangdong, Guangxi and southern Zhejiang. Due to its strong regional color, the Wonglaoji beverage has been in a tepid state from 1998 to 2004. Sticking to one regional market in obscurity.
The unsatisfactory development of Yangcheng Pharmaceutical became the first batch of joint-stock reform companies in Guangzhou and embarked on a diversified path including real estate investment. What followed was huge losses for several consecutive years, and eventually the company became insolvent and operated in debt. The solution in reality In order to achieve greater breakthroughs, despite facing various difficulties, in less than 5 years, working together with Jiaduobao Company and relying on red Wonglaoji, Wonglaoji Pharmaceuticals got out of the predicament and allowed a The time-honored enterprise with a history of more than 170 years has regained its glory. 3. Company profile: The composition of Wanglaoji
Jiaduobao ------------------- Guangdong Jiaduobao Beverage and Food Co., Ltd. is the Hong Kong Jiaduobao The group's exclusive investment company in mainland China. The company's leading product is red canned Wanglaoji beverage.
Guangzhou Wanglaoji Pharmaceutical ------- Guangzhou Wanglaoji Pharmaceutical Co., Ltd. was founded in 1828. After more than a hundred years of development, it has now become one of the top 50 Chinese patent medicine manufacturers in my country.
The main products include Wong Lo Kat series, Po Chai Pills, Po Chai Oral Liquid, Children's Seven Star Tea, Qingre Anchuang Tablets, Kegan Liyan Oral Liquid, Tankejing, Huodan Pills, etc. In August 2004, the sales of Dongguan Jiaduobao's "Wanglaoji" red canned herbal tea exceeded 1 billion yuan, which was five times the total sales in 2002.
Guangzhou Wonglaoji Pharmaceutical started in 2004 Tetra Pak green can packaging was launched, and annual sales revenue reached 80 million yuan.
GPHL Wanglaoji and Jiaduobao have now begun to cooperate with each other in advertising time, and their product positioning is also different: the red can is high-end, while the green can is positioned in the mid-to-low-end market, mainly targeting small and medium-sized cities and the wider hinterland. of rural areas.
Reposted from a netizen’s blog, for reference only