Chapter 382: First entry into the market
Jiahe’s beverage sector has been incubated by Hexi Dairy.
But now Ji Xiaobai is independent.
In addition, in the research and development of beverages, Hexi Dairy, Quanwang Biotechnology, and Nutrition and Health Research Institute have contributed.
Ji Xiaobai can be said to be the fruit of joint research and development, and has been given high hopes.
In his spare time, Guo Yang also paid attention to Ji Xiaobai's development.
The Happy Farm game event is already warming up: Jixiaobai Planting Contest.
Many people have paid attention to this event, but they can’t figure out what Ji Xiaobai is.
But free things are always attractive, especially the ability to obtain natural energy faster, which is very attractive to some netizens.
Guo Yang also played the experimental version for a while.
At the same time, Ji Xiaobai is also preparing for offline sales and press conferences.
In the domestic juice market, competition from well-known brands such as Huiyuan, Guangming, Uni-President, Master Kong, and Wahaha has also become fierce.
Especially at the beginning of this year, Coca-Cola’s merger with Huiyuan Juice was rejected by the Ministry of Commerce.
If the acquisition fails, Coca-Cola will have to make juices on its own.
Minute Maid is its representative brand, with as many as five or six flavors.
In addition to Coca-Cola, another giant, Guofang Group, has also extended its tentacles into the juice industry that it has never been involved in.
In the office, Qi Ziwen introduced the structure of the domestic juice drink market to Guo Yang.
Huiyuan occupies a dominant position in the medium and high-concentration juice market, but Coca-Cola has a firm control on low-concentration juice.
“The news came from Qiu Ming of Happy Farm that Guofang’s ‘Yuehuo’ juice had also focused on the traffic of Happy Farm and wanted to use it for marketing.
The Yuehuo Juice Project in China After two years of preparation, Guoliang began trial sales on a small scale internally in October last year.
In January this year, the system was launched on a large scale in almost all supermarkets and supermarkets in the Beijing market.
After six or seven months of trial sales, Guofang is probably quite satisfied with the results, so it decided to distribute the products nationwide as soon as possible. "
After listening, Guo Yang asked: "The juice brand launched by Guofang is called Yuehuo? ”
“Yes. "
Qi Ziwen said with some worry: "Looking at it now, Yuehuo and Jixiaobai were launched at a similar time, and their product positioning also conflicts. They are both urban white-collar workers.
Guoliang also attaches great importance to Yuehuo.
After determining the development strategy of the entire industry chain, Guofang has been looking for opportunities to expand exports in the terminal market. Yuehuo juice drink is Guofang’s first terminal brand.
We have invested heavily in the entire industry chain.
At present, Yuehuo has 6 product series including tomato, fresh orange, blackcurrant and grape mixed juice, and red fruit and vegetable mixed juice, and Guofang attaches great importance to them.
And Jixiaobai mainly focuses on sea buckthorn..."
Guo Yang understood what Qi Ziwen meant.
"Is there no confidence in the Jixiaobai project in the company now?"
"Yes." Qi Ziwen said: "Many people want to delay Jixiaobai's launch time."< br>
“So unconfident!”
“You don’t have to deliberately avoid Guoliang’s joy, just go public as planned.” Guo Yang thought for a while and said: “I’m sorry for Ji Xiaobai Have confidence.”
The juice beverage department was scared by Guoliang, but Guo Yang was not.
In his memory, Yuehuo's brand is not well-known. The only brand that has an impression is Yuehuo Emeishan mineral water.
Now Guoliang Yuehuo brand has various products such as juice, honey, cheese, cereals and so on.
What does this mean?
It means that other products have been unsuccessful, or have never improved, and will be abandoned by the national food industry in the future.
Others obviously don't know this.
In early June, the ‘Ji Xiaobai’ planting competition was officially launched on Happy Farm.
Once launched, it has been sought after by a large number of happy fans. On the first day it was launched, the number of visits to the event exceeded 300,000.
As players become familiar with it, the amount of ‘Jixiaobai’ fruit participation and the amount of juice squeezed have also increased rapidly, and the popularity of Jixiaobai has rapidly expanded.
As for offline, Jiahe Supermarket, as well as supermarkets in major cities such as Beijing, Shanghai, Guangzhou and Shenzhen, Ji Xiaobai also went online immediately.
Natural whitening and simple advertisements quickly attracted the first batch of customers.
Some netizens even cried with joy.
“Woooooooo, after so long, the sand industry has finally released a new product, buy it, buy it to the max!”
“While you are still shouting slogans, I have already drunk it. , sea buckthorn puree is a bit sour, while sea buckthorn juice drink tastes much better.”
“Highly recommend sea buckthorn juice drink, the taste is first class”
Beijing, Xuanwu District, Wal-Mart Supermarket.
A 280ml bottle of sea buckthorn juice is priced at 6 yuan, which is equivalent to the price of pure juices from foreign brands such as Dole and Weichuan Daily C.
A 1.25-liter box of Huiyuan orange juice costs 13.5 yuan.
“The price of Jixiaobai is really not cheap.”
Xu Xiaoxue, a reporter from Seed Industry Weekly, complained while taking a few bottles of Jixiaobai from the shelf.
This made Xu's mother, who came to the supermarket together, couldn't help but roll her eyes.
“If you buy so much, if it doesn’t taste good, wouldn’t it be all wasted.”
“No.” Xu Xiaoxue said: “Some netizens said that the taste of sea buckthorn juice is still the same. Yes, and the propaganda has a very good whitening effect!”
“You already know it’s propaganda,” Xu’s mother said, “The propaganda materials are somewhat credible, just like the agriculture you wrote about. News often requires artistic processing.”
“Jiahe is different”
After interviewing so many seed companies, only Tianhe left a deep impression on Xu Xiaoxue.
Other seed companies exaggerate their propaganda, claiming extremely high yields and quality, but often the products are not accurate.
Tianhe’s promotional data are also exaggerated. The only difference is that it achieves the publicity effect every time.
Although ‘Jixiaobai’ is a small brand, Jiahe is not small.
So, there are many Happy Farm users like Xu Xiaoxue who buy Ji Xiaobai.
The price is indeed expensive, but you can bear it with gritted teeth.
First, Huiyuan, Guangming, Uni-President, Master Kong, Coca-Cola and other brands competed fiercely, then Guofang joined the fray, and now Jiahe has also joined in.
This led China Economic Weekly to directly publish a report on "Juice War".
Foreign-funded brands, established powerhouses, and newcomers to the juice industry...the three parties have come under the spotlight one after another.
Relevant analytical reports are emerging one after another.
Compared with other brands, the sea buckthorn juice market that Jixiaobai is targeting is the smallest.
According to media surveys, more than 95% of people in the south have never been exposed to sea buckthorn puree and juice.
In the north where seabuckthorn is widely distributed, this data is not optimistic either.
Because the taste and flavor of sea buckthorn juice are not acceptable to people.
This has also resulted in Ji Xiaobai being generally not favored by the media.
"The product placement marketing of Happy Farm is another groundbreaking innovation in the advertising industry.
Ji Xiaobai is targeted at urban white-collar workers. They rarely watch TV and the media they spend the most time with is the Internet.< br>
Some analysts believe that 40.31% of Happy Farm users will notice the embedded advertisements in the website and appreciate the advertising creativity.
It is popular because it does not have a strong commercial atmosphere. .
But Jixiaobai also has shortcomings. It only has one kind of juice raw material: sea buckthorn. The key is that its price is too expensive.
Ji Xiaobai’s high price will prohibit most of the tens of millions of Happy Farm users.
Even after trying it for the first time, the taste of sea buckthorn will make consumers think that sea buckthorn is not that good, and then they will quickly reduce their consumption. ”
Ji Xiaobai not only made the media unfavorable, but also made competitors breathe a sigh of relief.
The product placement advertising and marketing of Happy Farm really made juice companies break out in a cold sweat.< br>
Its brand awareness exploded in a short period of time.
However, in terms of price, Ji Xiaobai’s pricing is too outrageous.
With the same capacity, the price of traditional sea buckthorn puree and drinks is between 1 and 3 yuan.
Ji Xiaobai doubled the top square directly.
This is obviously a positioning failure.
In comparison, Guoliang Yuehuo, which is also targeted at urban white-collar workers, is more expensive than Jixiaobai.
However, its products are fruit and vegetable juice products that are relatively acceptable to the public.
The outlook seems brighter.
But some people are not optimistic about both.
Ding Li, an analyst at iResearch Consulting, believes: “Compared with Jiahe, brand building capabilities have always been a difficulty that Guofang must overcome.
It hopes to steadily build a high-end food brand, which is "Yuehuo".
Therefore, Guofang has identified the field of pure fruit juice and fruit and vegetable juice as its breakthrough point.
Compared with strong competitors such as Coca-Cola’s Minute Maid, Pepsi-Cola’s Fruity Fruits, and Yangshengtang’s Nongfu Orchard in the medium and low-concentration juice market,
Competition in the field of pure fruit juices and fruit and vegetable juices is more intense. It is much lighter, but there are also competitors. Huiyuan, Dole, Hands-on, Kagome, Dahu, Rumeng, Hubin, Beiqi, etc. have been working hard for a long time.
Jiahe and Guofang have chosen the same positioning strategy, but they don’t seem to have figured out how to win over consumers who dig these brands. ”
The essence of positioning is to "attack the heart first", and the consumer's mind is the ultimate battlefield for marketing.
Consumers like simplicity and straightforwardness and hate complexity.
"Bawang" - "Chinese medicine to prevent hair loss"!
"Wang Lao Kat" - "prevent internal heat"!
"Nongfu Spring" - "natural water" !
So what is Joyful Life?
The consumer could not answer.
What is Jixiaobai? Natural whitening? What you sell is drinks, not cosmetics.
The situation in the field of juice drinks has attracted more and more attention.
In particular, some media broke the news that after Huiyuan Juice failed to sell itself to Coca-Cola, its chairman Zhu Xinli approached Guofang, hoping that Guofang could take over.
News spreads through noses and eyes.
Although it was ultimately vetoed by Chairman Ning, it also brought attention to the juice industry to a new level.
“The publicity of National Food has been very fierce recently!”
“News media, TV reports, planting bases, product research and development, no one is left behind.”
“Naturally Zhiyuan, reshape you and me, the positioning and connotation of this product is not as bad as iResearch said!”
"Well, Guofang definitely didn't pay iResearch either."
"How is Ji Xiaobai? The boss is asking about the situation again."
"It's still the same."
Speaking of Ji Xiaobai, everyone sighed a little. The timing of this listing was not very good.
Guoliang’s publicity resources are no worse than Jiahe, and because it urgently needs a high-end terminal brand, Yuehuo Juice has invested a huge amount of capital in order to open up the market.
Chairman Guoliang Ning has also elaborated on the connotation of Yuehuo many times.
“Use the power of nature to reshape a company, a person, and even a society.”
“Yuehuo means healthy and sustainable life, which is called “乐乐” in China. "Live"."
In addition, the national food also has various official media bonuses.
Although Ji Xiaobai has also received the attention of the boss, compared with Guofang, Jiahe does not lack high-end brands.
Faced with the media’s doubts about Ji Xiaobai’s ‘natural whitening’, the boss had no intention of explaining.
As the days passed, Yue Huo and Ji Xiaobai were habitually compared by the media.
Yuehuo is fully prepared for trial sales and has strong publicity, while Ji Xiaobai relies on the number of users of Happy Farm.
When the two new juice companies first entered the market, they both gave the established rivals a head start.
In less than half a month, Ji Xiaobai’s fruit participation and juice extraction volume at Kaixin Farm exceeded 5 million.
And Guofang also produced a good report card.
He Bingqing, director of the Yuehuo Business Department of Guofang, even said when facing the media:
“Yuehuo is a very important step for Guofang to become a full industry chain company. Yuehuo will be a company in five years’ time. The goal is to achieve sales of 2 billion yuan in pure fruit juices and fruit and vegetable juices!”
This demonstrates the confidence of Guofang.
But as the heat gradually passed, both Yue Huo and Ji Xiaobai began to go downhill.
Sales have dropped visibly.
As previously predicted by the media.
“Faced with high prices, consumers are deterred.”
“Yuehuo is more natural. Doesn’t it mean that if I don’t drink Yuehuo, my life is not natural enough? That’s really true. It’s terrible.”
“For Guofang and Jiahe, which have advantages in food channels, it is not difficult to find high-quality raw materials.
However, the juice market is not built overnight. Whether Yuehuo and Jixiaobai can survive and thrive remains to be verified by the market. "
…
"Editor Zhou, I have almost finished writing the manuscript and will send it to you this afternoon. "
"Okay, thank you for your hard work, Mr. Guo. Zhou Xiaomin, editor-in-chief of Agricultural Economics, was very polite, "There is also an interview with an agricultural enterprise, so I have to trouble Mr. Guo to come to the capital." ”
Guo Yang agreed immediately.
"That's no problem, but you have to let Director Liu and Director Ning take care of the juniors."
"Mr. Guo is joking." Zhou Xiaomin said: "I asked a few bosses, and everyone actually feels the most for you. If you are interested, I want to chat with you.”
“It’s an honor.”
Guo Yang also didn’t expect that Nongjing would be so bold that he could make Sinochem, Guofang, and The heads of Wuliangye and Agricultural Development Bank of China gathered together.
This is a gathering of the top people in the domestic agricultural circle.
He could think of no reason to refuse.
Zhou Xiaomin asked again: "Mr. Guo, let me ask a side question, can Ji Xiaobai really whiten your skin?"
Guo Yang smiled, "Editor Zhou must have drank Ji Xiaobai. It's white!"
"Yeah." Zhou Xiaomin said truthfully: "The puree is a bit sour, but I prefer sour ones, so I think it's okay."
"It's good for the skin. Editor Zhou must have his own judgment on how great the benefits are, so I don’t need to brag about it any more.”
"Haha, this is not a boast at all."
Zhou Xiaomin has not yet experienced other health benefits, but after drinking Jixiaobai puree in the past few days, the yellowing and greasiness of her skin have indeed improved significantly.
To remove Huang Meibai, she once thought it was her illusion.
But Guo Yang's attitude made her realize: Jixiaobai - natural whitening.
This is not an empty slogan, but a real function.
(End of this chapter)