The Battle of Herbal Tea: Jia Du Bao reigns into the king

There were netizens who confided that in the winter, life expectancy is only covered with hotpots. As the weather gets colder, the hot pot restaurant has a very lively event, and consumers must have some fire-fighting drinks when they eat hot pots.

I still remember the slogan that was once deeply rooted in people's mind: "I'm afraid I get angry and drink Wanglaoji." Wanglaoji is basically synonymous with herbal tea. However, due to various relationships, JDB had to abandon Wong Lo Kat and reinvent the brand of independent herbal tea. With the promotion and promotion of JDB, now “fear of getting angry and drinking JDB” has gradually replaced the original slogan. After one year, Jiaduobao has now become the king of herbal tea with its own brand.

According to relevant data, from the market share of herbal tea sales, Jiaduobao accounted for 73.0%, Wong Lo Kat was 8.9%. In addition, Hezheng and Baoqingtang accounted for 4.3% and 0.5%, respectively, and sales volume of the four major brands accounted for industries and The total sales volume is approximately 86.7%, and the industry concentration trend is obvious. And sales, the largest one Jiaduobao accounted for 77.2%, the first four sales accounted for 90.9%.

From the above data, it can be seen that Kadobo's one-year herbal tea market has swept more than 70% of its value and has become the king of the herbal tea industry. So, how did JDB have achieved such great achievements within a year of losing the “Wang Lao Ji” brand?

First, use the crisis. According to reports, when JDB was about to fall out with Guangpharm, JDB had a deeper understanding of the brand crisis it faced and then used the role of the media to communicate with the public when he and Wang Laoji filed a lawsuit. The relationship between Duobao and Wanglaoji provided the conditions for the firmness of the herbal tea market after losing the Wanglaoji brand.

Second, the wisdom of new brand products. In the rebuilding of the independent herbal tea brand, JDB has not made much adjustments to its own products. In addition to the brand change, the rest of the consumers are familiar with the “Wang Lao Ji” style. The message it has been conveying to consumers is: Actually, I am Wang Laoji, but I am now called JDB.

Third, a strong brand promotion. After launching its own brand, Jiaduobao vigorously promoted marketing such as TV and subway advertisements and conferences. At the same time, in addition to these traditional marketing, it also focused on acquiring consumer support through social media such as QQ and Weibo to create a three-dimensional communication strategy. Whether on the ground or in the air, they have launched intensive offensives and invested huge sums of money to block Wong Lo Kat’s consumer orientation. Of course, its brand promotion is the most successful or "good voice" title, "The good voice of China," the red to the business benefits brought by Jiabao is incalculable.

In Xiao Bian’s opinion, JDB spent a mere one year to complete the brand's reconstruction and achieved a counter-attack in sales, successfully occupying 70% of the herbal tea market. This can be a miracle. The battle of herbal tea, Jiaduobao worthy of the king.