Fragrance fluttering, a cup of small milk tea to achieve 2 billion in annual sales - domineering exposed.
Hi Shiro, who is often not a pioneer of a new category, has the heroism that has transformed the pioneer into a martyred hero and his past successes—strength.
Into the milk tea rivers and lakes, Xi Zhilang remarks: In two years, won the fragrant fluttering!
- Then, who is the winner?
After sales continued to circle the Earth three times, Jiang Jianqi began to think about it. The Xiangfeiqipao is an advertisement that aims to emphasize his boss status. Is there any need to continue to circle the circle?
This is a brand-new market that stands out from each other. 6 years ago, the liquid beverage business suffered from its busy season was too obvious. Jiang Jianqi woke up with an imaginary cup of milk tea and made her name fragrant. As everyone knows, this seemingly inconspicuous cup of products actually floated within six years. With the phrase “Cream Tea Cupper Founderâ€, Xiang Hongpiao’s sales exceeded 2 billion yuan in fiscal year 2010.
A cup of small milk tea to achieve 2 billion yuan in annual sales - fragrant floating domineering exposed. At this time, China's milk tea market is no longer a river. Xizhi Lang's You Lemei, Lipton's Lipton Milk Tea, and the great-grandson's Fragrant Milk Tea...all the princes, all fierce, all peeping, are all kings, and are all angry.
So who is the boss?
Obviously, Le Lemi was unwilling to take the seat of the "Ten Thousand-year-old". The leader of this jelly category has a similar revolutionary path with the boss Wahaha. It is often not a pioneer of a new category, but it has a great deal of courage to pioneer the pioneers of “dressing othersâ€.
For example, nori seaweed, the good time of Xizhilang's seaweed surpassed himself in the wave of seaweed that started in his first few years. The past achievements have poured the heroic spirit of Kitaro, and the moment he entered the milk tea arena, he also remarked in the industry: In two years, he won the fragrant and fluttering!
Only years passed, but besides pressing harder and harder, Yu Lemei did not get the boss's scepter. The offensive and defensive battle between Xiangpiao Pleasant and You Lemei has long been filled with smoke: on one side, it is known as “the milk tea is going to be fragrant and fluttering†and on the other side, “I would like to have the best beauty in milk teaâ€; Jay Chou helps; price wars, product wars, saliva warfare ... ... one after another.
Rivers and lakes in the rain, the four-storey building. It is not so much a fragrance as the flamboyant competition of the beverage industry. It is better to say that this epitome of confrontation is more like a major collision between the enterprises and the enterprises in Really broken.
——The Chinese market is really big, but there is only one industry leader.
In the 90s of the last century, Li Yongjun, a food engineering professional, realized the huge potential of the jelly market. He raised 400,000 yuan in funds, and entered the budding jelly industry together with his brothers Li Yongliang and Li Yongkui.
The three brothers of Lie are bold and careful. They also have strategic vision. Since 1996, Xi Zhilang has taken the lead in launching huge advertisements in CCTV, continuously strengthening the concept of “Jelly Pudding, Hijiro,†and then establishing a one-on-one association between brands and industries, and finally emerged from tens of thousands of local jelly enterprises. Dominate the world.
However, after all, the market volume of the jelly category has been limited, and it has become a leader in the industry. He has begun to find new ways to find new growth points.
The cup of milk tea thus enters its sight. At the same time, the fragrant fluttering in Huzhou, Zhejiang Province, was stretching their front lines from East China to the entire country. In 2004, Fragrance was the first to produce tea cups in the country, and the Chinese beverage market also derived a new territory.
Looking at the category-creating tyrants in the future, there are only two ways in which they start their careers: one is to occupy the minds of consumers through the overwhelming advertising bombardment, and to blow out the top spot of the industry; the other is to rely on "the devils entering the village. "The way to do terminal expansion and new product promotion silently followed by a blockbuster.
The fragrance is undoubtedly the latter.
In 2005, Cai Jianfeng, executive deputy general manager of marketing, took more than a thousand boxes of milk tea to the national sugar and wine conference held in Jinan and formally paid investment to the whole country. Previously, dealers have never seen cups of milk tea and are excited when they taste. The Xiangpiao Piao promised 50 boxes to be wholesale and test sale, and the on-site signing was endless. A few months later, orders from all over the country began to gather in Huzhou, and the annual sales of Xiangpiaopiao amounted to several tens of millions of yuan.
However, just over a year later, Cai Jianfeng suddenly discovered that the brand of milk tea in the market had mushroomed. In these hundreds of rising stars, there are no shortage of future crocodile, such as Youmeimei and Xiangjiao.
However, compared with the fragrant and flamboyant expansion of the high-rise road, Urumui's punching is even more fierce. Relying on the historical advantage of Chishiro in KA channels, Urumami began its fire line breakout, aided by high-flying advertising bombing. It released a rhetoric at the terminal: it took the fragrant flutter for two years.
Indeed, the good times when the seaweeds surpassed the former glory of Poli Seaweed gave birth to Xi Zhilang's revolutionary heroism. However, Hijiro did not expect that the opponent in front of him would not look so thin. In the confrontation in the next few years, Xiang Xiangpiao introduced Xi Zhilang again and again in the encounter of dragons with land snakes.
At the beginning of the match, Xizhilang was proud of its KA channel, and Xiangpiaopiao was more inclined to the traditional circulation channels. As early as in the production of liquid beverages, Jiang Jianqi began to widely distribute distribution channels around the country, and he knew the ways to get along with small and medium city dealers. What is not expected by Urumqi is that the main consumer groups of cups of milk tea in the year around 2006 came from the second and third tier cities.
The Tigers descended and came under attack, but they rushed into the air. The superiority of the first strategic dive has been minimal, and Fragrant fluttering has begun to review: the status of the market is contending, and in the final analysis it is its own fault. If the distance between itself and the opponent is large enough, they will still think beyond the imagination. ?
In 2006, Xiangpiao Piao began to hire Chen Hao endorsement, land, sea and air to put a huge amount of advertising. Facts have proved that this action has a significant effect on the upward movement of fragrance. In 2005, the sales of Xiangpiaopiao products were only tens of millions of yuan. Just over a year later, the sales of two billion yuan could easily be accomplished in a single province in Zhejiang.
When you are a big brother, what am I doing?
Shanyou confrontation, bonfire wolf smoke. It is not just a jealous match between the two tea companies. It is better to say that it is a Chinese-style contest featuring diversity and specialization.
Xi Zhilang made his home in Jelly, the fragrance milk tea made a fortune in the melon seeds, and the fragrance fluttering focused on milk tea. The advantage of diversification is that milk tea, as a product that sells well in winter, can be adjusted by jelly, milk tea and other products. However, the problem is precisely here too. Once the dealers have insufficiently maintained the category of milk tea in the off-season, the sales tend to decline immediately. Because of the product support of other categories, it is difficult for the dealers of Xizhilang to sell milk tea.
Fragrant fluttering is different, it uses all life personally to save Baochai tea, the headquarters has no other products, even if the dealers in the off-season have to bite the bullet and hit the market. Market gaps are always there. For example, in the summer, consumers think that the cups of tea in the roadside shop look hot and are unwilling to buy, but in an air-conditioned supermarket, they often buy a few cups of milk tea. This forced the Xiangpiao Piao sales team to start to grow and seek benefits from KA channels.
From 2008 to 2008, Xiang Fluttering successfully perfected the original weak KA channel. In addition to the ground battlefield, another game from high altitude has quietly started, and even smoke is more abundant.
Following the strong joint efforts with Tencent in early 2007 to create a network of excellent music United States, Xi Zhilang once again hired Jay Chou endorsements, online and offline intensive interaction. In the Spring Festival of 2008, in the golden hours of the major TV stations of the Central Government, Hunan Satellite TV, Star TV, and China Entertainment Television, the popular advertisements of "I want to keep you in the palm of your hand!" High, the limelight pointed at the fragrance.
It is fair to say that this advertisement, which appears to be somewhat vulgar in the industry, has had a significant impact on the major consumer groups of university students. The so-called concept of “holding in the palm of your hand†also excavated the unique product attributes of cups of tea in the winter warming hands and warming hearts.
On the other side, fragrant fluttering does not show weakness. It began to emphasize the concept of its “creator†and “leader†in the commercials: from 2008, “Hong Kong’s milk tea, sold more than 300 million cups a year, and the cups can be connected together to circumnavigate the earthâ€; In 2010, "three circles around the earth." The instinctive intentions of fragrant fluttering are known to the public: to tell consumers that he is the real leader in the category of cups of tea.
At the same time, Fragrance fluttering began to form in the product and the opponent's differentiation.
On the packaging, the fluffy milk tea cups are larger than competing products, and the paper cups are also more elegant.
In terms of content, Hong Kong began to use coconuts instead of other competing pearls. This move is undoubtedly far-reaching: pearl bags must be brewed with boiling water, and the soaking time must be more than five minutes; and the fluffy coconut strips It is soft, no boiling water, and warm water can be drunk.
Even with straws, other brands put a straw in a cup and then place it in a cup. The fragrant flutter is specially tailored to a double-segmented straw. It is usually a short period of two. When you use it, you can easily change it. long……
Hi Shiro, who is often not a pioneer of a new category, has the heroism that has transformed the pioneer into a martyred hero and his past successes—strength.
Into the milk tea rivers and lakes, Xi Zhilang remarks: In two years, won the fragrant fluttering!
- Then, who is the winner?
After sales continued to circle the Earth three times, Jiang Jianqi began to think about it. The Xiangfeiqipao is an advertisement that aims to emphasize his boss status. Is there any need to continue to circle the circle?
This is a brand-new market that stands out from each other. 6 years ago, the liquid beverage business suffered from its busy season was too obvious. Jiang Jianqi woke up with an imaginary cup of milk tea and made her name fragrant. As everyone knows, this seemingly inconspicuous cup of products actually floated within six years. With the phrase “Cream Tea Cupper Founderâ€, Xiang Hongpiao’s sales exceeded 2 billion yuan in fiscal year 2010.
A cup of small milk tea to achieve 2 billion yuan in annual sales - fragrant floating domineering exposed. At this time, China's milk tea market is no longer a river. Xizhi Lang's You Lemei, Lipton's Lipton Milk Tea, and the great-grandson's Fragrant Milk Tea...all the princes, all fierce, all peeping, are all kings, and are all angry.
So who is the boss?
Obviously, Le Lemi was unwilling to take the seat of the "Ten Thousand-year-old". The leader of this jelly category has a similar revolutionary path with the boss Wahaha. It is often not a pioneer of a new category, but it has a great deal of courage to pioneer the pioneers of “dressing othersâ€.
For example, nori seaweed, the good time of Xizhilang's seaweed surpassed himself in the wave of seaweed that started in his first few years. The past achievements have poured the heroic spirit of Kitaro, and the moment he entered the milk tea arena, he also remarked in the industry: In two years, he won the fragrant and fluttering!
Only years passed, but besides pressing harder and harder, Yu Lemei did not get the boss's scepter. The offensive and defensive battle between Xiangpiao Pleasant and You Lemei has long been filled with smoke: on one side, it is known as “the milk tea is going to be fragrant and fluttering†and on the other side, “I would like to have the best beauty in milk teaâ€; Jay Chou helps; price wars, product wars, saliva warfare ... ... one after another.
Rivers and lakes in the rain, the four-storey building. It is not so much a fragrance as the flamboyant competition of the beverage industry. It is better to say that this epitome of confrontation is more like a major collision between the enterprises and the enterprises in Really broken.
——The Chinese market is really big, but there is only one industry leader.
In the 90s of the last century, Li Yongjun, a food engineering professional, realized the huge potential of the jelly market. He raised 400,000 yuan in funds, and entered the budding jelly industry together with his brothers Li Yongliang and Li Yongkui.
The three brothers of Lie are bold and careful. They also have strategic vision. Since 1996, Xi Zhilang has taken the lead in launching huge advertisements in CCTV, continuously strengthening the concept of “Jelly Pudding, Hijiro,†and then establishing a one-on-one association between brands and industries, and finally emerged from tens of thousands of local jelly enterprises. Dominate the world.
However, after all, the market volume of the jelly category has been limited, and it has become a leader in the industry. He has begun to find new ways to find new growth points.
The cup of milk tea thus enters its sight. At the same time, the fragrant fluttering in Huzhou, Zhejiang Province, was stretching their front lines from East China to the entire country. In 2004, Fragrance was the first to produce tea cups in the country, and the Chinese beverage market also derived a new territory.
Looking at the category-creating tyrants in the future, there are only two ways in which they start their careers: one is to occupy the minds of consumers through the overwhelming advertising bombardment, and to blow out the top spot of the industry; the other is to rely on "the devils entering the village. "The way to do terminal expansion and new product promotion silently followed by a blockbuster.
The fragrance is undoubtedly the latter.
In 2005, Cai Jianfeng, executive deputy general manager of marketing, took more than a thousand boxes of milk tea to the national sugar and wine conference held in Jinan and formally paid investment to the whole country. Previously, dealers have never seen cups of milk tea and are excited when they taste. The Xiangpiao Piao promised 50 boxes to be wholesale and test sale, and the on-site signing was endless. A few months later, orders from all over the country began to gather in Huzhou, and the annual sales of Xiangpiaopiao amounted to several tens of millions of yuan.
However, just over a year later, Cai Jianfeng suddenly discovered that the brand of milk tea in the market had mushroomed. In these hundreds of rising stars, there are no shortage of future crocodile, such as Youmeimei and Xiangjiao.
However, compared with the fragrant and flamboyant expansion of the high-rise road, Urumui's punching is even more fierce. Relying on the historical advantage of Chishiro in KA channels, Urumami began its fire line breakout, aided by high-flying advertising bombing. It released a rhetoric at the terminal: it took the fragrant flutter for two years.
Indeed, the good times when the seaweeds surpassed the former glory of Poli Seaweed gave birth to Xi Zhilang's revolutionary heroism. However, Hijiro did not expect that the opponent in front of him would not look so thin. In the confrontation in the next few years, Xiang Xiangpiao introduced Xi Zhilang again and again in the encounter of dragons with land snakes.
At the beginning of the match, Xizhilang was proud of its KA channel, and Xiangpiaopiao was more inclined to the traditional circulation channels. As early as in the production of liquid beverages, Jiang Jianqi began to widely distribute distribution channels around the country, and he knew the ways to get along with small and medium city dealers. What is not expected by Urumqi is that the main consumer groups of cups of milk tea in the year around 2006 came from the second and third tier cities.
The Tigers descended and came under attack, but they rushed into the air. The superiority of the first strategic dive has been minimal, and Fragrant fluttering has begun to review: the status of the market is contending, and in the final analysis it is its own fault. If the distance between itself and the opponent is large enough, they will still think beyond the imagination. ?
In 2006, Xiangpiao Piao began to hire Chen Hao endorsement, land, sea and air to put a huge amount of advertising. Facts have proved that this action has a significant effect on the upward movement of fragrance. In 2005, the sales of Xiangpiaopiao products were only tens of millions of yuan. Just over a year later, the sales of two billion yuan could easily be accomplished in a single province in Zhejiang.
When you are a big brother, what am I doing?
Shanyou confrontation, bonfire wolf smoke. It is not just a jealous match between the two tea companies. It is better to say that it is a Chinese-style contest featuring diversity and specialization.
Xi Zhilang made his home in Jelly, the fragrance milk tea made a fortune in the melon seeds, and the fragrance fluttering focused on milk tea. The advantage of diversification is that milk tea, as a product that sells well in winter, can be adjusted by jelly, milk tea and other products. However, the problem is precisely here too. Once the dealers have insufficiently maintained the category of milk tea in the off-season, the sales tend to decline immediately. Because of the product support of other categories, it is difficult for the dealers of Xizhilang to sell milk tea.
Fragrant fluttering is different, it uses all life personally to save Baochai tea, the headquarters has no other products, even if the dealers in the off-season have to bite the bullet and hit the market. Market gaps are always there. For example, in the summer, consumers think that the cups of tea in the roadside shop look hot and are unwilling to buy, but in an air-conditioned supermarket, they often buy a few cups of milk tea. This forced the Xiangpiao Piao sales team to start to grow and seek benefits from KA channels.
From 2008 to 2008, Xiang Fluttering successfully perfected the original weak KA channel. In addition to the ground battlefield, another game from high altitude has quietly started, and even smoke is more abundant.
Following the strong joint efforts with Tencent in early 2007 to create a network of excellent music United States, Xi Zhilang once again hired Jay Chou endorsements, online and offline intensive interaction. In the Spring Festival of 2008, in the golden hours of the major TV stations of the Central Government, Hunan Satellite TV, Star TV, and China Entertainment Television, the popular advertisements of "I want to keep you in the palm of your hand!" High, the limelight pointed at the fragrance.
It is fair to say that this advertisement, which appears to be somewhat vulgar in the industry, has had a significant impact on the major consumer groups of university students. The so-called concept of “holding in the palm of your hand†also excavated the unique product attributes of cups of tea in the winter warming hands and warming hearts.
On the other side, fragrant fluttering does not show weakness. It began to emphasize the concept of its “creator†and “leader†in the commercials: from 2008, “Hong Kong’s milk tea, sold more than 300 million cups a year, and the cups can be connected together to circumnavigate the earthâ€; In 2010, "three circles around the earth." The instinctive intentions of fragrant fluttering are known to the public: to tell consumers that he is the real leader in the category of cups of tea.
At the same time, Fragrance fluttering began to form in the product and the opponent's differentiation.
On the packaging, the fluffy milk tea cups are larger than competing products, and the paper cups are also more elegant.
In terms of content, Hong Kong began to use coconuts instead of other competing pearls. This move is undoubtedly far-reaching: pearl bags must be brewed with boiling water, and the soaking time must be more than five minutes; and the fluffy coconut strips It is soft, no boiling water, and warm water can be drunk.
Even with straws, other brands put a straw in a cup and then place it in a cup. The fragrant flutter is specially tailored to a double-segmented straw. It is usually a short period of two. When you use it, you can easily change it. long……
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