Why is Jiaduobao said to be the pinnacle of marketing in China’s business world?

1. Excellent product (marketing) positioning.

I often go to Guangdong. In the early years, Wong Lo Kat was positioned more like a "medicated tea" than a "table drink" or a "ready-to-drink drink" like Coke, with some "fire-removing function". The embarrassing role of Wong Lao Kat is that the market does not know whether it is a fire-reducing medicine or a drink. When it comes to removing fire herbal tea, it is better to buy it from a drug store or make it at home. When it comes to beverages, it is not as good as Coca-Cola. Outside of Guangdong, everyone thinks that "herbal tea" means cold tea. Some people even say: "We don't drink herbal tea, we drink hot tea."

At the same time, in the dining table market back then, the high-end ones were generally freshly squeezed juices, while the more common ones were carbonated drinks and juice drinks like fresh oranges. Due to health reasons, carbonated drinks are gradually being boycotted, especially by some girls who basically do not drink carbonated drinks. Juice drinks are basically monopolized by domestic products. Due to everyone's concerns about the domestic food industry, it is difficult for them to be favored by high-end diners.

Jiaduobao’s slogan “Drink Wanglaoji if you are afraid of getting angry” is not about “function” but “health”.

The first batch of Wong Lo Kat commercials were four, which should be four scenes:

a. The family reunion was a feast, and everyone was sweating profusely. At this time, Wong Lao Kat served Come on up, let's all show our faces.

b, a couple was on a date, it seemed like they were eating pizza (grilled, suggesting getting angry), and the waiter came up with Wong Lo Kat.

c, at a workplace party, eating fried vegetables (implying getting angry), the waiter served Wong Lo Kat.

D, young people gathered to eat spicy hot pot (suggesting getting angry), and the waiter served Wanglaoji.

The final slogan of the soundtrack is: "Don't worry about anything, be afraid of getting angry and Wong Lao Kat." Please note that the problem solved by this advertisement is not only the concept of "getting rid of the fire in the future" that has been repeatedly praised by the advertising industry. Integrate into people's hearts." More importantly, the four scenes of this advertisement talk about the beverageization of the product "Wanglaoji Herbal Tea", or "demedicated tea".

In terms of advertising layout, Wanglaoji chose CCTV, the most influential channel, which also demonstrated its determination. The marketing expenses of Wong Lao Kat back then were probably around 10 million. In front of CCTV, this amount was actually nothing. The effect of these 10 million is obvious to all. It should be said that it is not only a success, but also a peak.

Unfortunately, as a fast-moving consumer goods industry, its product positioning is still limited to "marketing" itself without major breakthroughs.

2. Creation of offline channels.

Why do I say that marketing is a road of no return? It’s because no matter how good you are online, if people can’t buy things later, your advertising fees will be wasted. But offline things are all hard work. Just like the current IT industry relies on app distribution channels, in the FMCG industry, whoever controls the channels is the king. Take a look at what Jiaduobao does:

a. Market hierarchical management with different strategies.

It should be divided into 5 levels. I can’t remember the details. It seems that Guangdong, Jiangsu and Zhejiang are in the first level, and Jiangxi and Hunan are in the second level. But match different market strategies. This is a great step-by-step approach when advertising and human resources are limited.

b. The marketing model of "general distribution system + postman". Agents are required to have delivery capabilities and cargo pressing capabilities.

At the same time, Jiaduobao’s marketers and agents are fighting together. Jiaduobao’s marketers need to place 35 terminals (including restaurants and small shops) every day and develop 3 terminals every day. .

c, ground advertising "sea, land and air" bombing.

In the catering terminal, "sea" refers to the Jiaduobao logo chair covers, napkins, toothpick buckets, etc., "land" refers to the roll-ups at the door, pop (posters) on the wall, and kitchen aprons, and "empty" It refers to hanging flags in the sky, etc. As long as they give away paper towels, toothpicks, and bottle openers for free, these small shops are willing to cooperate. For roadside shops, Jiaduobao is also available. It is stipulated that each salesperson must post more than 30 pop-ups and refrigerator magnets every day, absolutely occupying the terminal.

d. This is the most important thing: treat channel vendors well.

Channel dealers are most afraid of pressing for payment, and Jiaduobao makes payment very easily; in terms of profits, Jiaduobao does not adopt the price difference between import and export, but prefers the principle of rebates based on volume. You can sell The more, the higher the profit; damaged goods are a major problem in distribution. For example, if a jar leaks or breaks, Jiaduobao will bear 100% of the responsibility. Various promotional materials are followed up in a timely manner, and there are dedicated emotional maintenance specialists.

Jiaduobao said that for every 10 cans of herbal tea sold in China, 7 cans are Jiaduobao. This awesomeness is not for nothing. Through wind and rain, channels are king.

3. Jiaduobao’s viral marketing (should be written last).

Actually, I should have written this later, but I feel that the above text is becoming more serious and boring as it is written. Let’s do something that everyone likes to hear and see.

Stop talking, let’s look at the picture.

This series of advertisements was forwarded by Weibo grassroots at the beginning of the year. Of course, there are promoters behind the incident.

4. Jiaduobao interactive marketing.

Last year during the Chinese New Year, in many supermarkets, people shouted at this machine: "Chinese New Year cans plus Duobao". If the number reached a certain decibel level, a can would be dispensed for free.

So many people are shouting at this machine, and one after another in the supermarket, "Chinese New Year jars plus Duobao"!

It is said that 8,000 cans can be produced in a day, but how much does it cost? The whole supermarket was occupied by him all day long.

Not only that, this marketing technique was widely circulated on Weibo, taking advantage of it for the second time.

5. Jiaduobao’s entertainment marketing.

Everyone knows this. The advertising for the first season of "The Voice of China" coincided with the last moments of Jiaduobao and Wanglaoji competing for the brand. This battle was basically completed in one battle and won.

To what extent is the influence of the first season of "The Voice of China"? In my opinion, in the past ten years, there was only one variety show that could compete, and that was Super Girl (or Happy Girls, I can’t remember clearly) of Li Yuchun and Zhou Bichang’s time. In short, these two are probably equally influential at best, and I can’t think of a third one.

There are two points in the entertainment marketing of "The Voice of China":

a. The naming fee is only 60 million. It should be said that both parties are betting that Jiaduobao will win. (The naming fee for the second season is 200 million, but the influence is far less than before);

b. The advertising slogan "authentic good herbal tea, authentic good voice" immediately changed the word "authentic" The words were taken down. From then on, Jiaduobao was the authentic brand, while Wong Lo Kat took a backseat.

c. During the process of Jiaduobao, they not only paid for the title, they did not wait, but used the powerful channels at hand to promote it in more than ten cities, and the pop was also posted on various terminals. .

6. The battle between Jiaduobao and Wanglaoji.

This is not something that can be written down in a few words. Let’s take a look at some of Jiaduobao’s promotional words during the period.

a, the best-selling red can herbal tea in the country, is now renamed Jiaduobao.

It’s extremely deceptive. I didn’t say Wong Lao Kat changed its name, I just said the number one seller changed its name. But he was still ordered to take off the film.

b, I am afraid of getting angry, so I drink Jiaduobao now.

The previous sentence was changed when the advertisement received complaints. The key point is the word "now", which is extremely deceptive. Let me tell you that the name has been changed.

c, it’s still the original recipe and still has a familiar taste.

Tell consumers that although the name has changed, the formula and content have not changed, so they should buy this one.

In offline channels, tell dealers that "it's just a name change." Anyway, it's still the same group of people we're dealing with, so no one cares about this kind of thing. At that time, when eating, customers would say "come to a can of Wanglaoji" and what came up was Jiaduobao. Then the merchant would tell you, "The name has been changed."

Ok, I have written so much eloquently, but the story of Wanglaoji and Jiaduobao is not something I can finish in just a few thousand words. Let’s talk about it later when we have a chance.

In short, if a certain Chinese company can be said to be "standing at the top of marketing" at the moment, it is Jiaduobao.

Yes, there is no one.

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