Zhao Yingguang: New Brand = Marketing Power + Product Power + Supply Chain

Today, an article by Meng Qing, chairman of AFU's essential oil, is widely spread in the circle of friends. Meng Wah said in the article that at present, the rising speed of net red brand sales such as "perfect diary" and "Zhong Xue Gao" can no longer be understood by the framework of traditional brand building. Regarding this, the founder, chairman and CEO Zhao Yingguang of Han Du Yi house believes that Chinese brands should keep an eye on the new situation and actively transform and upgrade.

Meng said in the article that AFU's current sales increased by 300% compared with the same period last year, and sales in June were more than 200 million in the single month, and sales increased by 65% over the same period. This is far less than three years from the establishment of "perfect diary", compared with 3 billion of annual sales.

In addition, the price of Carrefour was acquired at 4 billion 800 million yuan a day ago, while the net financing value of the recent net red chain tea brand "Hi tea" has reached nine billion.

From this, Zhao Yingguang recalled: "in those days, the brand of the Amoy brand was broken, and the" ten years of reincarnation "that was scorned by the traditional brand and was taken back by the traditional brand was vividly reflected in the past. My biggest feeling is that when new channels emerge, a group of people rely on their efforts to get the advantage of first mover and the initial traffic bonus. However, as the market matures, the long distance runner with "product strength + supply chain" will replace the sprinter with "marketing power" as the core capability and harvest the market share after maturity.

Zhao Yingguang believes that with the continuous advance of the digital age, the speed of the rise and maturity of new channels will inevitably become faster and faster, and the competition among Chinese enterprises will become more and more cruel. Under this background, only the omnipotent player with "marketing power + product strength + supply chain" will win in the end.