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Two Strategies For Wang Laoji'S Success

2011/3/7 16:55:00 274

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Wang Laoji Marketing Brand

Amazing numbers

Guangdong before 2000

2002 sales more than 100000000

2004 sales exceeded one billion

2007 sales exceeded five billion

Sales exceeded 10 billion in 2008

(data source: Network)

From zero to one hundred million

Wang Lao Ji

After nearly a hundred years, from one hundred million to five billion, Wang Laoji spent more than five years, but from five billion to tens of billions, it took only a short time for more than a year. According to the regular one hundred million to five billion, it has not been easy to use five years. But in a short year, from 5 billion to 10 billion, this burst in the beverage industry is unthinkable, but Wang Laoji did it.

Many marketing people attributed the success of Wang Laoji to the success of positioning and the success of marketing.

Marketing

There are many success factors, and the core of Wang Laoji's success seems to be relatively hazy.

When we return to the origin of marketing and rearrange Wang Laoji's trajectory, we are surprised to find that Wang Laoji's success can be summed up in two words: "knowledge" and "trust".

Strategy 1: knowing is the top.

Knowledge is popularity, and can also be extended to brand awareness.

Products that are not well-known in China are hard to sell, and most well known products are sold well unless your product is really bad.

In the last century, Wang Laoji has been a regional product in the Guangdong area. It exists in the form of herbal tea. It has been selling for 100 years, and it has gained popularity in Guangdong. This shows that the product is strong enough and why it has not been sold well. Many marketers have already given the answer. Besides the ambiguity of product positioning, the most important thing is the lack of better visibility in the whole country.

Around 2000, Wang Lao Ji stepped up the pace of building fame.

CCTV

TV, sponsored sports events, public welfare activities, after nearly seven years of efforts, Wang Laoji has a high reputation in the country, sales are also climbing.

But no matter how, Wang Laoji's sales volume has not been able to break through billions of dollars, it seems to have reached the bottleneck of regular beverage sales.

Although Wang Lao Ji has established a high reputation for holding authoritative media such as CCTV, satellite TV and sponsoring sports events, the trust level of ordinary people has not yet been completely released. There are still a large number of ethnic groups who are only looking at advertisements and rarely buying them.

In this sense, Wang Laoji is only the first step to success, but this step is enough to envy many enterprises. But Wang Laoji seems to be not satisfied with such a market performance, and has never stopped pursuing the pace of breakthroughs.

Strategy two: faith is the key link.

Only popularity without trust can not create real success. This is the most obvious expression in the Sanlu melamine incident. "Knowing" is the best policy of marketing, and "faith" is a marketing program.

It is believed that Wang Lao Ji profoundly saw this point. Wang Lao Ji had never relaxed his footsteps for the "letter". From the earlier sponsorship of public welfare, sports and advertising communication, he paid much attention to the building of the "brand" of brand image.

Successful enterprises are good at catching the opportunity. Obviously, Wang Lao Ji did not regard this as empty talk.

In 2008, the Wenchuan earthquake and the evening of May 18th, a total of more than 1 billion 500 million yuan was collected from the "love contribution - 2008 earthquake relief fundraising party" held in the CCTV Studio 1.

Among them, canned Wang Laoji with one hundred million yuan of the highest single domestic donation shocked the hearts of the people, this donation struck Wang Laoji's efforts to build the "letter" horn.

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Soon, netizens threw out the "buy Wang Laoji" post, and quickly occupied the headlines of mainstream media such as websites, forums, newspapers and television, which triggered the phenomenon of Wang Laoji selling goods in different places. At the same time, it also ignited the national enthusiasm of the people. Wang Laoji swept the North and South with a breakthrough. The brand reputation accumulated over the years broke out together with the "letter" of the nation, and its power stunned many marketers. Even for many years, only people who had never bought advertisements had joined the tide of buying. Only then did Wang Laoji formally complete the two step of "knowing the letter", which was fixed in the middle of 2008.

Care must be taken for success.

This is an era of eye contention. It is becoming increasingly difficult for people to know that this is a time of confidence crisis, and it is becoming increasingly difficult to trust people.

The establishment of "knowledge and trust" is only a good start for enterprises. Only by maintaining the "knowledge and trust" enduring, can we gain more in order to ensure a lasting market share.

After a good reputation is established, there must be continuous advertising reminders or event marketing, otherwise consumers will easily forget you.

When trust is established, a continuous good corporate image or brand image should be spread, otherwise the degree of trust will gradually weaken.

These two points can be seen from the various marketing methods that Wang Lao Ji continues to pursue now.

New and old brands should be treated differently.

For new brands, there are three common ways to build "know and believe". One is to let you know first, to let you trust (typical: Wang Laoji); the two is to let you trust first, then let you know (typical: Crest); and the other is to let you know and trust at the beginning (typical: gold wine).

Obviously, Wang Lao Ji uses the first way to build a good reputation and promote sales, and continuously establish trust.

For famous brands, the increase of "trust" can not only grab the market share of competitors, but also to our surprise, he can tap more potential consumers and become loyal customers of enterprises.

This may be Wang Laoji's core strategy to break through billions of dollars.