Using the power of the consumer’s mind, Jiaduobao repositioned the devastating event of losing the brand as “just renaming the old brand”. It is really a big move, mobilizing the power of the original brand to recreate a new brand.
[Targeting and Leading Strategy] 15th Anniversary of Chinese Enterprise Practices
It is difficult to find a more successful business case than Gadopo in the Chinese beverage market and even among all brands.
“Afraid to get angry, now drink Jiaduobao, the national sales of the leading red canned herbal tea changed its name to Jiaduobao, or the original formula, or the familiar taste, afraid to get on the fire and add more treasure”, help suddenly lost in 2012 The brand’s Jiaduobao survived from the edge of the cliff and sales returned to its peak. In April 2016, the first anniversary of the launch of the Jiaduobao gold can, with an operating income of 22 billion, ranked first in the sales of canned beverages in China.
After the brand earthquake, Jiaduobao did not complain, and did not fall into a sense of frustration, but saw a bigger opportunity to come.” Deng Delong, global president of Trout Partners Previously shared, Jiaduobao has an upgrade every year in strategy.
Gadobe has had three of the most important strategic nodes in the past 20 years. First, in 2002, Jiaduobao positioned herbal tea as “preventing a drink that is on fire”, and brought the herbal tea category from medicated drink to beverage, creating a broader customer base; second, in 2006, according to Trout’s “strength principle”, Jiaduobao focused on Beijing’s food and beverage market, penetrated this market segment, and then took advantage of the Beijing Olympics in 2008 to take the Beijing market one by one and become a national drink; Third, in 2012, Jiaduobao was forced to launch its own brand. The competitors were super-big brands cultivated by themselves. This “head-changing” was extremely successful.
Jia Chunbao, president of Jiaduobao Group, mentioned in the video that Jiaduobao was positioned as “preventing a hot drink” and created a brand new herbal tea category, which is the foundation of Jiaduo’s success. He said that Jiaduobao will make a big breakthrough in 2019, and the company’s recent strategic goal is to achieve a successful listing within three years.
Li Chunlin specifically mentioned the Kunlun Mountain Snow Mountain Mineral Water under the Jiaduobao Group. The high-end positioning mineral water has reached more than one billion yuan in annual sales.
“First, the water source of Kunlun Mountain is only one of us. Secondly, the pricing of products of 6-8 yuan is not the market range that general brands can enter.” Li Chunlin believes that the prospect of Kunlun Mountain mineral water is very promising. .
Here are the videos: