Farmer Mountain Spring: Marketing Reflection Of Screaming

In 2004, follow the trend of functional drinks.

Farmer Hill spring stopped advertising and began to quietly withdraw from the main battlefield.

At this point, miracles happen, screams resuscitation at the two or three line stores that they least care about, and a big rollover with the original location of farmer's spring. After that, it became a classic product of Fu Shan spring company.

Now, it is somewhat misty to re search the process of turning over.

When the farmer's spring was launched, the Chinese functional beverage market was in full swing.

"Red Bull", "pulsation", "activation", "vigorous running", "he + her -", "body drinking" and so on are strong.

Farmer Hill spring company saw its huge business opportunities, and launched its own nutritious functional beverage screams in February 2004.

Of course, farmer Shan spring, who is good at making market hot spots, can not help but say that it is a struggle before launching this new darling.

1. category manufacturing

In order to make a difference from the main sports drink of "mainstream" and "active", the screams used the usual trick marketing.

When screaming is still in the bud, the functional beverage market has been carved up by more than ten brands. Besides Red Bull attacking business people, most of the competitive brands have turned their products into sports drinks catering to young consumers.

Farmer mountain spring, who specializes in creating market differentiation on innovation, also aims at this fat meat, and farmer mountain spring finds that the biggest consumer is young people aged 20 and above.

The characteristics of these people are that they have just moved to work or just graduated from university. They are at a turning point in life. Pressure comes from work, housing, survival, various pressures, and makes them gasp for breath. They urgently need to release a channel of tension.

The characteristic of the target consumer was found, and the positioning of the product came into being: "emotional beverage".

In order to embody the release of this emotion, farmer Hill spring named this product "scream", and also gave the connotation of this product: screaming is the release of emotion, it is a way to vent.

"Screaming" is a typical verb that can properly express the release effect of this emotion.

2. manifests differences in bottles.

In order to match the screams of the place and the emotional characteristics of the young people, the farmer Hill spring company can be regarded as deliberate.

Not only is the screaming bottle designed to be red, blue and green, but also has three kinds of spirally moving bottles, which make the whole bottle body line show a publicity, turbulence, angular and abstract personality image.

What's more, the screaming bottle cap is designed to be similar to the nipple. It can suck the beverage through the nipple, squeeze the bottle into the bottle, spray the water into the mouth, or put the boiled water in the empty bottle to make a prank between colleagues and friends.

In order to cater to the psychology of young people, the company also divided the screams into three types according to the characteristics of market segmentation: the powerful red bottle screams that are refreshing and refreshing, the blue bottle screams and the green bottle screams of low sugar and low heat needed to supplement amino acids.

Screaming appears in front of consumers with an alternative, fashionable and avant-garde City Pioneer image.

Waves rise and fall.

1. waves rise

It's hard to imagine any reason why this personalized beverage can't be hot.

In order to highlight the avant-garde products, the farmer's spring company placed the leading market in the first tier cities such as Beijing, Shanghai and Hangzhou.

In fact, after the screaming was launched, the new shapes and concepts were popular among young people.

In order to expand the market faster, farmer mountain spring lost no time to put two editions of advertisements in the golden hour of CCTV, and the young people in the ads were free to shuttle from home, subway, studio to open stadium, convenience store and disco bar.

With this dynamic and emotional avant-garde image, screaming has become a fashion.

In order to catch the young people's avant garde group, screaming also launched a series of promotional activities and held a charity sale.

Driven by strong advertising campaigns and promotions, the enthusiasm of the market has reached a boiling point, and the enthusiasm of the major terminals and wholesale markets has been brought up. The major terminals are desperately scramble for positions, stacks and promotions.

2. tide fall

This situation has only lasted for less than two years, and the consumption psychology of functional drinks in China has changed dramatically.

First of all, functional beverages focus on health motivation and concept manufacturing. Therefore, the taste is very personal and not popular. After a year or two of market excitement, many consumers have begun to ask for taste, and the functional beverage market has not kept pace with this change.

Secondly, functional drinks are mostly endowed with the image of the avant-garde in the market, while the avant-garde fashionable things are the most easy to change. With the birth of new functional beverage brands, the original novelty of young consumers gradually disappeared.

Another important point is that the farmers' orchards are beginning to exert their efforts to represent the fruit juice drinks. The natural and healthy consumption concept has begun to turn into a new fashion, and the way of adding mineral nutrients is lagging behind, so that consumers who originally belonged to the functional beverage market began to shift to the natural beverage market.

At this point, the overall decline of the functional beverage market is logical.

In 2006, functional beverages barely maintained 30% market share in the beverage market, and the market share dropped sharply to 5% in 2007.

The screams that once rushed to the top also dropped to a low point. In Beijing and Xi'an, the first line of channels was screaming from the price of gold, which was placed in the small corner which no one could see at all, and the area was smaller and smaller.

Over the next two years, many stores only saw one or two bottles of scream standing on the humble shelves alone, and they could not sell for a long time. They didn't know whether the farmer's spring had lost their confidence, but the advertisement of CCTV stopped and the terminal could not see the tally clerk busy.

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Misplaced rebound

In order to change the passive situation, farmer's mountain spring contracted to a class of stores, and sold the screams to two or three kinds of stores. At the same time, some screaming figures began to appear on some retail stalls.

This silent shift brought an unexpected market rebound to screaming.

This rebound was first manifested in the beverage market in the summer of 2008. On the street, it was cold to see some screaming bottles on some children's schoolbags. In the next few months, a large number of children could see the crazy running of the bottle with the bottle.

At this time, the sales line at the two or three line is more practical. First, there is such a scene in the supermarket: the young father and mother are shopping with their six or seven year old children. The children always screech the screams on the shelves to the shopping cart, and then their parents or grandparents consciously scream into the shopping basket.

Screaming first found the feeling of warming up in the two or three line sales channels in Xi'an and Ji'nan, followed by strong momentum in Wuhan, Hangzhou and other places.

By the summer of 2009, screams had spread unconsciously to the whole country and became a favorite drink for children.

In regional cities such as Qingdao and Dalian, the daily sales volume even exceeded 6000 bottles.

And in the whole market, screaming sales are heading for the most vigorous period in 2005.

At this point, farmer Hill spring has already stopped screaming advertising, and seldom goes to the early promotion.

This change made the farmer spring company feel surprised too: at this time, the consumer and the original positioning turned out to be a big rollover. When it was carefully constructed, it always disappointing. When it began to lose confidence, it quietly crept up.

This kind of accident does also reflect some weird phenomenon in the market.

Rapid rise and fall rapidly, and then quietly rise, screaming in the market shows the difference between before and after, it is rare, let people wonder, but careful analysis can still find certain rules.

1. reasons for early selling

First, in 2004, functional drinks are in a collective rise stage, and the pre market foreshadowing of Red Bull, pulse, activation and other functional drinks provides a good market base for screaming.

Second, the screaming carried out a large-scale advertising campaign and sales promotion, and it was a strong launch in CCTV prime time, which improved the image and influence of the product as a whole. The lottery sales and charity sale activities in Internet cafes and traditional channels have effectively helped to improve their product awareness.

Third, the positioning of the product did meet the needs of some young consumers at that time.

Meanwhile, the clever design of screaming on the bottle and bottle mouth also caters to some consumer psychology of the young people.

2. reasons for slipping after peak

Functional drinks are basically located in young people, and inevitably there is a rush to eat.

After 2005, the functional beverage market began to shift from the peak to the decline, and the cake of every family naturally decreased, and the decline of screaming sales was inevitable.

In positioning, screams focus on fashion and avant-garde young people, while fashion and avant-garde are changeable.

After 2005, fruit juice began to exert itself, and the concept of natural health began to win popular support. The change of consumption habits led to the loss of large numbers of consumers.

The most successful design of screaming is the design of the bottle cap, and the bottle cap can also be used for prank. Although the young people are a stressed crowd, as the first analysis of farmer mountain spring, they are in urgent need of release, but they will not reach the point of fighting like a child. Young people are also adults. Of course, they must obey the habits of adults. At least they will be more steady.

3. reasons for rebound after low valley

The reason why screams can rebound two times is that the consumer groups have changed dramatically.

Early screaming was targeted by young people, but around 2008, children's consumption began to become a mainstream consumer of screaming.

The reason for this change is the foreshadowing of farmer's spring.

In the eyes of adults, there is a little mischief, but it is just in line with the children's desire for novelty. In fact, many children do not notice the taste of the drink when they scream, and even the screams are the products of the farmer's mountain spring. It is also a small number of careful parents who have been looking for a lot of days in the dense bottle sign. Of course, most of the younger consumers do not care about them. They only care about happiness. They are concerned that when they drink a drink, they can bottle their mouths into their mouths and suck suckly like milk when they are young. They can also pinch bottles with small hands, and squeeze out a water column. In order to cater for the needs of product positioning at that time, farmer's mountain spring showed the characteristics of squeak, and adopted the design style of streamlined bottle body and nipple style, while this entertaining and humorous design was still in use.

So, screaming consumers are shifting in sense.

Why didn't children's consumption trend come into being in the early stage? The reason is that the early channels are high-end and advertising is guided.

Children's purchases are mostly in the community rather than in KA stores, and advertisements once suggested that screaming is an adult drink, which suppresses children's needs.

But before and after 2008, after the screaming stopped advertising, the forced positioning effect gradually disappeared in people's minds, screaming began to sell well in children's groups.

All of this comes from the early entertaining design style of screaming, and the screaming market is actually on a small bottle cap.

If we further focus on this bottle cap with marketing thinking, we will find that this bottle cap is more wonderful.

This little bottle cap makes screaming a very clear recognition point of memory in the consumer's memory. This point of memory does not require high advertising promotion. Even the bottle cap with added entertainment value conceals the original fastidious taste needs of the children's group, and this bottle cap design helps to create a natural competitive barrier, so that screaming does not need to push the children's emerging consumer group in a large scale, and other brands can not be copied (the design is protected by intellectual property rights). From this point of view, screaming has formed a monopoly of category.

Speaking from the enterprise itself, this design also accords with the individuality style that it has always advocated for manufacturing category positioning.

Of course, the success of the screaming was not only attributed to the design of the bottle cap, but also to the operation of the bottle body and the operation of the farmer's spring in the channel.