Red Bull copied Master Kong's routine of "one more bottle", but it lost 20 million yuan. Why? -

Wensan technology electronic network

You can have another bottle of drink before 10, which has attracted countless people to buy it.

However, in the third decade of 2 1 century, people found that the activity of "one more bottle" seemed to be out of fashion. Instead, it is a variety of travel awards or code-scanning lottery activities.

You should know that the "one more bottle" marketing plan of that year helped Master Kong become the boss of the beverage industry. Why is this marketing model no longer favored by business owners?

It is said that Red Bull copied Master Kong's routine of "one more bottle", but the result was a loss of 20 million. Compared with Master Kong, where did you lose?

As a foreign-funded enterprise jointly controlled by Taiwan Province Province and Japan, Master Kong entered the Chinese mainland market very early.

From 65438 to 0978, the mainland implemented the policy of reform and opening up. The Wei brothers, the helm of Master Kong, saw the market prospect in the mainland and resolutely embarked on the road of starting a business in the mainland.

1992, master kong developed the first package of "master kong instant noodles" in Tianjin. With this ace product, Master Kong quickly occupied the mainland market.

Since 1995, the business scope of Master Kong has gradually expanded to the cake and beverage industry. By 1998, the related products of Master Kong had occupied a large part of the tea beverage market in Chinese mainland.

However, with the continuous improvement of China's economic level, China market has been paid more and more attention by enterprises, and some well-known foreign brands have begun to enter the mainland market.

Some mainland local brands have also begun to rise, including Red Bull, Wahaha and other enterprises. For a time, Master Kong's market share was carved up a large part, and the position of the industry leader was somewhat precarious.

At this critical moment, Master Kong learned a new marketing strategy from Tsingtao Brewery in the beer market.

As a foreigner in the north, Tsingtao Brewery has made great efforts to enter the southern market, including the marketing means of "one more bottle".

When Tsingtao Brewery first entered the southern market, it had no fame and connections. It thinks nothing, so to speak. Southerners are used to choosing local brands of beer, so how did Tsingtao Brewery come up with the marketing method of "one more bottle" to sell its products?

Speaking of it, Tsingtao Brewery can think of the marketing strategy of "one more bottle", perhaps thanks to "fool melon seeds".

Once, the person in charge of developing the southern market of Tsingtao Brewery bought melon seeds in a canteen and found that everyone was buying a kind of melon seeds called "fool melon seeds".

Fool melon seeds's packaging is very simple, but he saw all the customers happily open the packaging bag containing melon seeds and take out a scratch card from it. Someone is chanting "How much can you win this time?"

It turns out that "fool melon seeds" put some scratch cards in the product, which can be used for the lucky draw. Although the bonus is not much, it gives people the feeling that they will be "lucky all day".

Inspired by this incident, the person in charge of Tsingtao Brewery chose to print the words "another bottle" and "thank you for your patronage" on the inside of the bottle cap of Tsingtao Brewery according to a certain proportion. With this move, Tsingtao Brewery successfully entered the southern market and became the ordinary beer on the wine table of southerners.

After seeing the success of Tsingtao Brewery, Master Kong was suddenly enlightened and immediately applied what he had learned.

20 10, Master Kong made a bold decision. It launched a promotion campaign of "65.438+0.5 billion bottles, one more bottle".

Under this impetus, consumers' enthusiasm for buying has been mobilized. Consumers believe that if the lucky draw is successful, they can buy twice as much goods at the same price without increasing the cost, and get some income.

This kind of "nostalgia" makes the activity of "one more bottle" quite popular. After all, the effect of "one more bottle" is the same as that of the lucky draw.

When consumers hold the idea of "another bottle", Master Kong's beverage sales grow rapidly. Because the winners not only boosted sales, but also shared their joy with people around them after winning the prize.

Others will buy a bottle of Kangshifu drink with the idea of "try it" when they see the personal examples around them.

With the active purchase of consumers, Master Kong's beverage revenue accounted for more than 32% in that year, regaining the position of the mainland beverage boss in one fell swoop.

Some people won't go shopping even if there is a discount in the supermarket, but when they hear that there is an activity of "one more bottle", they will actively participate. Why?

First of all, the first reason is that people actually believe in "luck" inside. Winning the lottery proves that this man is very lucky.

No matter how lucky you are, even "another bottle" itself is not worth a few dollars. But after people know that they are "lucky", they can often be in a good mood all day.

On the other hand, "one more bottle" is more or less gambling, just like the scratch of sports lottery.

As long as everyone is curious, driven by this curiosity, people will continue to want to participate in this "one more bottle" activity.

Usually a bottle of 6 yuan's drink includes the activity of "one more bottle", and many people will think:

But in fact, the value of this bottle of water itself may be less than a few cents.

As one of Master Kong's competitors, Red Bull regained a lot of market share by simply "bringing another bottle" to Master Kong. It naturally fell in love with this marketing method and started the activity of "bringing another bottle" with the wind.

Unfortunately, Red Bull is not as lucky as Master Kong. After Red Bull launched the "One more bottle" campaign, it not only failed to open the market, but lost 20 million yuan. What happened?

In order to do a good job of "one more bottle", Red Bull manufacturers specially customized 65,438+0,000 million bottles of "one more bottle" red bull cans, hoping to expand the popularity of Red Bull.

However, by the end of the year, Red Bull manufacturers found that their sales had not increased much. Instead, "one more bottle" collected 20 million cans and lost at least 20 million at one time.

Are these red bull cans still alive? Otherwise, how could there be twice as many cans out of thin air? Red bull manufacturers are puzzled and can't wait to crack like a red bull jar, twice as much.

So where did Red Bull lose? Why is the number of "one more bottle" cans far more than the number put in?

In fact, with the popularity of the marketing method of "one more bottle", some people have a different kind of care. These people made a lot of fake bottle caps, which took advantage of the manufacturers. It can be said that it caught the manufacturer and smashed it once.

The exchange process of "one more bottle" is more complicated. After winning the lottery, the average consumer will not take the product to the manufacturer to change the drink, but directly change it at the place where the product is purchased.

After collecting these bottle caps, these small businesses will not go directly to the manufacturers to exchange them, but go to the dealers to exchange them, and finally the dealers and manufacturers will exchange them.

And the problem lies in this layer of exchange.

When Red Bull decided to launch100000 bottles of red bull cans with "one more bottle", someone knew in advance the number and style of bottles officially launched by Red Bull through internal information of Red Bull.

These criminals contacted the manufacturers of bottle caps in advance, customized a batch of winning bottle caps exactly the same as the "one more bottle" officially produced by Red Bull, and then these people sold these bottle caps to dealers at relatively low prices. Dealers can directly exchange these fake bottle caps for real drinks from Red Bull manufacturers.

In this whole process, no matter the person who forges the bottle caps, the manufacturer of the bottle caps, or the dealer who collects the bottle caps, they can get high profits from it.

Marx said: if there is a profit of 100%, capitalists will take risks; If there are 200% profits, capitalists will despise the law; If there are 300% profits, then capitalists will trample on everything in the world!

In the face of this lying opportunity to make money, everyone naturally has the motivation to join hands to severely pit beverage manufacturers.

In the end, the activity of "one more bottle" was carried out, and only the injured world of "Red Bull" was reached.

Other manufacturers are not so keen on "one more bottle" after seeing Red Bull's defeat. These manufacturers are not fools. How can they be keen on doing things that make their dealers lose money and make money?

On the other hand, with the further improvement of people's consumption level and living standard, the preferential strength of "one more bottle" is not so attractive to consumers.

Many years ago, there were not many kinds of goods. In order to experience novelty and earn a little money, people naturally flocked to the activity of "one more bottle".

But there are countless kinds of drinks on the market now. Compared with taking an extra bottle of drink, it takes more time and energy to walk to the exchange place than the value of the goods themselves. People are naturally not so keen on "another bottle".

On the other hand, compared with the low threshold of "one more bottle" fraud, the appearance of QR code also provides another idea for manufacturers.

Unlike "another bottle", scanning the QR code is simple and convenient. As long as you take out your mobile phone and scan a code casually, consumers naturally choose a more convenient way to win the prize.

Moreover, in the case that digital payment is so convenient, the choice of prizes is of course no longer limited to "one more bottle", and more attractive and larger amount of physical or cash rewards can attract consumers' attention.

In addition, today's beverage industry generally believes that emotional resonance with consumers can better promote product sales and maintain user loyalty.

For example, the tea of modern China tea shop, Naixue tea and other online celebrity teas have formed a unique fan culture with a large number of fans.

These "fans" don't care about the price of drinks at all, but treat it as a luxury, giving these enterprises unique culture and significance.

Compared with this marketing routine, the promotion method of "one more bottle" with real money is naturally unpopular.

For the above reasons, Another Bottle has completely lost its former glory.

The times are developing, the society is progressing, and the marketing methods have become varied, but one thing will never change, and that is human nature.

If the "one more bottle" in the past captured the users' psychology of being cheap and curious, then the online celebrity brands now have sold some "show off" to users.

If you really want to sell your products, you must grasp the psychology of users and work hard on them. People-oriented, in order to play brand awareness.

# Another bottle # # What made China Red Bull "popular" for 26 years # # Master Kong # # Red Bull #