hello-c推广失利的揭秘(Hello-c's secret of losing promotion)

hello-c推广失利的揭秘（Hello-c's secret of losing promotion）New product promotion is the enterprise's jump and fearThe product is the carrier of the enterprise life, best-selling products related to the survival of enterprises, the existence problems have been solved by enterprises want to stride new step, often need support to the promotion of new products. Therefore, first-class enterprises and enterprises are moving forward to the first class, always rely on continuous promotion of new products to achieve.Market competition is cruel, consumers are picky, the product will not be favored by consumers before, it will always be favored by consumers. Therefore, the continuous development of new products to adapt to changes in consumer demand, is a prerequisite for the continuous development of enterprises and the basis. In the rapidly developing China, only 90 new cars were introduced at the Shanghai motor show in 09. The Japanese auto giant Toyota Corporation successful promotion of Lexus, crown, Camry, corolla and other products, and each series of products have been extended to the 6-8 generation, which covers from high to low in different new and old consumers.Whether an enterprise can continue to go up the stairs and promote new products is the decisive factor. The domestic first-class beverage enterprises Wahaha, the initial product "children's nutrition" with it through 1 billion sales, then promote successful sales of more than 2 billion AD calcium milk, pure water; promote the success of sales reached 4 billion; very Cola sales promotion station to the 6 billion platform; promotion of tea beverage to promote the success of sales over8 billion later, Shuangwai; nutritionexpress broke out, let Wahaha sales across the 30 billion. Wahaha's new product promotion, vividly demonstrated a enterprise from small to large development road.The successful case shows the beautiful grand plan. However, the new product promotion has become a barrier that many enterprises can not overcome. Because the cost of new product promotion is huge, in the initial stage of promotion, all the expenses need to be supported by the profits of the old products. Especially for small and medium-sized enterprises, once the promotion fails, it will endanger the survival and future of the enterprise.According to statistics: in China, the average success rate of new products listed below 5%, the average duration of new products is about nine months, the average loss of new products listed 15 million - 50 million yuan. In the United States, the probability of success of new products is about 40%, the average loss of $80 million on a single new product.Therefore, the new product promotion has become a "market trap" for many enterprises, which is prohibitive.In order to avoid falling into "trap", it is more and more valuable to study the success or failure factors in the promotion of new products.Here's a demonstration of the failure of 09 years of lemon juice drink promotionFirst, "eye-catching" import08 years in July, the farmer launched the "water-solubleC-100"". After six months of promotion, by the end of the month sales of more than 1 hundred million.From the market point of view, the introduction of this product is successful, the following points are remarkable:1, selling points: lemon is rich in Vc, carotene and a variety of minerals, has a strong antioxidant effect on the human body, especially for women's beauty has a better effect;2: Products: lemon juice belongs to fruit juice drinks, itself has a healthy concept. Since 1998, the juice market has grown at an average annual rate of 19%, making it one of the fastest growing categories of beverages. However, the citric acid itself is not suitable for direct consumption. After making drinks, it greatly improves the flavor and provides a good "edible" method for consumers;3, packing: packing bottle type water soluble C is very novel, attracted many young consumers eye, resulting in impulse buying, effectively boosting the product distribution and the first round of consumption growth;4, 15 seconds of advertising: advertising opening is the lemon is not used to eat, find a good reason for this product consumption, is very straightforward; the next 5.5 lemon fudge, gave a quantitative concept; advertising background of the stage after Taiwan, a an elegant, fashionable female fashionmodels, before suddenly took a sip of water soluble C, qiyuxuanang go to front end; "water soluble C-100", that the name of the product. Advertisements suggest that women should be guided to spend.5, because the factory price: farmers are mainly distributed in Hangzhou Jiande, Guangdong Heyuan and Jilin Changbai Mountain, more remote, most of the market over 500 km distance, which determines the national distribution and the high speed freight. Product introduction profile from the beginning of the supermarket distribution, the cost is also very high, so the water soluble C listing price at 4.5-5 yuan / bottle, after half a year of promotion, from the middle and high-end consumer opened gap, monthly sales exceeding 100 million yuan.Two, "detonated" defeat09 years in January, Wahaha launched the rapid launch of hello-C, listed in the month sales near 3 hundred million, in March more than 7 hundred million, in April reached 1 billion; it is said that farmers in April sales have reached 6 hundred million,At this time, there is Huiyuan "lemon Me" to join.Lemon drink "the retail price of 3.5-4 yuan a bottle, a" high returns for many beverage factory have joined this torrent, detonated the lemon juice beverage market".Many articles think lemon juice drinks lead the 09 year consumption trend.But the most beautiful flowers bloom are often short, 09 years in summer 6 and July hot sunshine, and did not bring the continued bright lemon drink. Most recently, you can see that lemon juice, which was produced last June, is being sold in most supermarkets. It is said that last year after June, lemon beverage market sharply, this kind of product promotion to defeat.Husband war, courage also. And then decline, done in one vigorous effort, three and exhaust". Compared with the excitement of the past few months, 09 years after June, there has been little television advertising and promotional activities for such products.In a short span of a year, these products have gone through four complete stages of introduction, growth, maturity and decline. Gorgeous and sad, such as cherry blossoms blooming in April, very short.Three, "Market Research" back"To struggle, there will be sacrifice", and want to continue to develop, we must push new products, this is the secret of Wahaha step up. Although hello-C "fell", in 2010 or to promote "nutritious fruit".Before I promoted "nutritious fruit granule", I was commissioned to do market research and data analysis. But last year's hello-C always had a lingering shadow, and taking history as a mirror made me decide to trace its success or failure.In March 2010, we first conducted a market survey of 6 cities in economically developed Zhejiang Province, and collected 1256 valid questionnaires. Survey of young people aged 15-30, accounted for 81% of the surveyed respondents; 676 females, 580 males accounted for 54% and 46%; students and white-collar workers accounted for 85%, is the fastest, accept the new spending power of the strongest groups.The survey found that, in the low concentration of fruit juice drinks, in the face of different prices, consumers will have greater gap. But not the cheaper the price, the more consumers, but consumption concentrated in the retail price of 2.5-3 yuan of fruit juice drinks, the proportion of up to 54%, which shows that consumers in Zhejiang is still more rational.When we go back to reason, water dissolves C and hello-C. In fact, their selling point is a low concentration juice drink. No matter how cool the packaging is, how well planned it may be for the quick start of the market, but the price factor is critical for re consumption. Can be seen from the figure, when a bottle of 400-500ml low concentration fruit juice beverage retail price of more than 4 yuan, only 2% of consumers are willing to accept, 3.5-4 yuan consumption is only 4%, Zhejiang is the consumptive ability of the province.Four, "simulation" decryptionAccording to data released by the National Bureau of statistics, the annual output of fruit and vegetable juice drinks was 14 million 470 thousand tons in 2009, with an annual sales of about60 billion yuan. In conjunction with the data, we did a mock mathematical model, and it was the mathematical model that revealed the secrets of hello-C's failure to promote it.We see from the figure two model, low price is greater than 4 yuan fruit juice market share is only 1 billion 120 million yuan / year, when pricing for the 4.5-5 yuan farmer water soluble C sales reached 1 hundred million / month, basically saturated the "price of all juice products than this level".In January 09, Wahaha launched hello-C, the retail price of 3.5-4 yuan, 1-4 month accumulative total sales is expected to exceed 3 billion; the 1-4 month cumulative sales have 1 billion; not Huiyuan lemon Me sales, only the top two brands of more than 4 billion. And we can see from the model of figure two, the price of more than 3.5 yuan of fruit juice, the market share of only 3 billion 360 million yuan, and this share is the need for many manufacturers and many categories of products to carve up.Only 4 months time, the sale of a single lemon juice drinks, more than the price of fruit and vegetable juice drinks market capacity throughout the year, as a result can be imagined. A large number of products are stored in the channels, the industry said it was "overdone.". Because it is more than 3.5 yuan, to prevent more consumers involved, but also missed the opportunity to expand the market. Product pressure in the warehouse basically do not move, the dealer's confidence has been a huge blow, the product batch number is not good, so that terminal replenishment more cautious, a good product so aborted.Through market research and the establishment of simulated mathematical models, we finally used quantitative methods to unravel the secrets of hello-C's promotion failure.It is understood that, in some pressure libraries are not excessive areas, Hello-C and water-soluble C sales are still normal.I think, in the past two years, the lemon juice last year, the fiery national market has been difficult, farmers and Wahaha have missed the market outbreak and adjust the price of the best time,Also missed the "lemon beverage" into a "big category" the best opportunity, but lemon juice as a fruit and vegetable juice drinks in a category, there is still market vitality.There is no need to cut prices in areas where sales are normal, as many local consumers have accepted the price. And for excessive pressure, large quantities of discount treatment and buy Gift areas, in order to restart the market, only permeable sales. Confidence in the channel, consumer confidence will need a recovery process, this kind of area in the sale of new batches of products, there is no need to cut prices, because lower prices have appeared, the price is not the key factor.For the future of lemon juice beverage pattern, I think the farmer will stick to it, because it does not have the "Wahaha emerge in an endless stream" products promotion ability, characteristics of the permeation of sales is also suitable for farmers in the short term, "the first water soluble C" brandimage is still on; and Wahaha, as long as the market would not give up, the first 4 months of this year sales of Hello-C and 10% in the same period last year, once again the opportunity, by virtue of the powerful advantages of channels, speed is faster than the farmer; if again a few years again, there may be Coca-Cola and Kangshifu intervention, the price will naturally return.Whether lemon juice drinks can be a comeback, or other products for large-scale promotion, should grasp the rhythm of the market, and accurately use "good" price strategy".summaryA scientific research, contribute to the strategic decisionScientific market research, the promotion of new products is very important. Many enterprises in the new push is on the unsuspectingly in disorderly fashion, finally defeated. Sometimes it is not the product is not good, packing is not good, the market is immature, but the lack of scientific market positioning. Without scientific positioning, there will be no late operation strategy. With the maturing of Chinese consumers, the chance of accidental success in new product promotion will be lower and lower.Scientific market research can help enterprises to avoid detours in the promotion of new products. The success rate of new products in European and American countries is high because many companies have to do thorough market research before they promote new products, and they have established standardprocesses for market research and analysis.For example, Coca-Cola promotion meizhiyuan orange fruit, pricing strategy to control better, always match the capacity of the market, making the barriers for later follow-up.Meizhiyuan orange fruit market in 2004, before the listing of Coca-Cola has done a lot of investigation and analysis, including the target consumer emotional problems. In the aspect of brand differentiation, the "maid" through the investigation, taste in the design of products, the choice of Hongkong "100" "granular orange", out of the ordinary is added to the pulp, reminiscent of a lot of good feeling, such as nature, nutrition, health, and very real. The reason why the product launch before so many investigations and analysis work, is to let the product and consumer demand for beverage is closely related.Meizhiyuan initially priced at 3-3.5 yuan / bottle, after several years of promotion penetration type, market share continue to increase, but Coca-Cola has given people the feeling is carbonated beverages, in order to get the explosive growth in fruit juice, 08-09 director of the Coca-Cola "purchase" Huiyuan. Although the acquisition did not succeed, but also hit a sensational effect. As the farmer Wahaha and 09 years for 3.5 yuan to be in full swing juice market, but the beauty consumer groups to pay more attention to the health of adults, and quietly put the 450ml orange fruit price adjusted to 2.5-3 yuan / bottle, devouring the devouring about 30000000000 market share of the cake, the latecomers become the first. The fruit juice products survey, consumer purchase intention of beauty has been as high as 30%, significantly morethan the unity of "Orangeate" and "Master Kong daily C".In the scientific use of market research, timely adjustment of product positioning and price strategy, many domestic enterprises there is still no small gap.Two, building price barriers skillfully is beneficial to strategic defenseThe strategy of water soluble C fight is right, because the farmer channels do not have Coca-Cola, Wahaha, Master Kong as powerful, promotion and distribution speed requires a long, low prices if their promotion of high cost but have problems. But as a leader, when sales reach one hundred million, if the price of 1-2 stalls is reduced in time, it can enlarge the proportion of consumers and promote repeated consumption, and can also create big obstacles for the follow-up.For example, in 1992 launched Huiyuan high concentration juice 100%, due to the rapid growth of the fruit juice market, many enterprises are coveted piece of cake, but when the juice is 100% "high" products, the market capacity is limited,Occupy the first Huiyuan Juice, adjust the juice price of 1L to 10-12 yuan in time. This makes a lot of follow-up are discouraged, because the import period to have a lot of publicity investment, 10-12 yuan first brand fruit juice pricing, will make a lot of follow-up investment recovery period greatly extended, the odds are not much. Therefore, the high concentration of fruit juice is still Huiyuan's dominate. Huiyuan succeeded in using price barriers to preventcompetitors from following.In contrast, water soluble C high price space, created Wahaha's rapid follow-up, but Wahaha failed to make hello-C a popular type of drink is also a mistake. Narrow the high-end market share and its strong contradiction between productivity ", always want to find a balance between volume and price points in order to achieve a win-win, and this equilibrium point can be obtained through scientific market investigation, and through the price lever to achieve.I wish you, Wahaha in the promotion of "nutrition fruit" in this year, can learn and grasp the hello-C defeat experience and lessons."A thousand sails pass by the side, diseased trees ahead wanmuchun!"April 20, 2010 in Hangzhou。