Trout pen: After Wang Lao Ji brand is AH

If you give 1 billion dollars, can you beat Coca-Cola?　　Pepsi used its 113-year challenge to fail history to answer that it couldn't. The world's greatest investor, also the world's Warren Buffett, is a decisive answer in public, he cannot.　　Warren Buffett said this sentence, his hand in the Coca-Cola stock has been in a short period of nine years to earn him more than 10 billion dollars, now he has invested in Coca-Cola for 23 years, his hands of 8.4% Coca-Cola shares have not let go.　　Coca-Cola, really can't beat?　　No, I can. This is a resounding answer from a Chinese brand. It is not a slogan for the show, but it has practiced the word "I can" with real action. It is in the Chinese market in less than seven years, less than 100 million yuan of investment, beyond Coca-Cola. At the beginning of 2010, Coca-Cola, which entered China's 83rd year, suddenly received news that they had been defeated when it was ready to win 15 billion yuan in the Chinese market in 2009 for all its beverage brands.　　The Chinese beverage brand that defeated them is called "Wang Lao Ji", the 2009 annual sales are more than 16 billion yuan, a full more than 1 billion more than Coca-Cola.　　This makes Coca-Cola very angry "Wang Lao Ji", it played in 2008 the world's second beverage brand Pepsi-Cola had to seek a roundabout share Wanglaoji, forcing Coca-Cola had to take the risk of acquiring Chinese juice beverage giant Huiyuan juice to expedite resistance.　　This is the myth of the world's beverage history, as mentioned in the Harvard Business Review, a landmark of the Harvard Business School, which included the success of Wang's brand in Harvard's classic case. Since 1995 the introduction of the first bottle of canned King old Kat to 2002 full first "Seven years", Wang Old Kat annual sales of less than 100 million yuan, is China's economic tide countless "three without" (no national market, no visibility, no core competitive advantage) a small member of the brand. But in 2009 years, it is Wanglaoji's second "Seven Years" end, Wang Old Ji has defeated the beverage brand of Coca-Cola, and the annual sales to close to 17 billion yuan of the record to promote the Chinese beverage first brand.　　This is a well-deserved myth. The operation of the king of Old Kat brand plus Bao Group still memorable 2002 that a magical turning point. 2002, but also just add many treasure group vice-president of Yang Love star in the occasional occasion heard the world's top marketing strategists, brand positioning of the Father Jacktraut future China speech and set up a Chinese company, immediately recommend to the group and Chi Wanbai through the relationship between Trout and China's new formation team. Yaung convinced himself and the group reason no two: Trout's brand positioning theory and its team is Gado "Wang Lao Ji" brand project can continue to survive and breakthrough the Savior. Because prior to this, Yang Ai Xing, who was engaged in marketing work, knew that Trout's "positioning" theory was selected by the American Marketing Association as "the most influential concept of American marketing ever", surpassing the Lausrivs USP, DavidGE's brand image, Philipcotle Marketing management and consumer "alienation" value theory and Porter competitive value chain theory, more crucially, the beverage brand marketing he knows, in the world's beverage brand history, the first to bash Coca-Cola and Pepsi and lay the U.S. beverage market third brand throne "seven-happy "Brand is Trout". "Seven-happy" success is not a case in 1992, the United States aviation industry overall depression, a huge loss of more than 3 billion U.S. dollars, three major airlines-Global airlines, Continental Airlines, Western airlines, such as the bankruptcy of the history, and Southwest Airlines by virtue of Trout and its team made a "single cabin class" Brand positioning to win the vitality and net earn 91 million U.S. dollars, 1993 IBM huge loss of 16 billion U.S. dollars, by virtue of Trout Master made the "It integration service provider" positioning and the dead, 7 years after the net profit of up to 7.7 billion dollars ...　　Yaung firmly believe that trout team is the brand marketing industry "pen".　　"The father of positioning", the world's top marketing strategist Jacktraut Yes, this "pen" in the next few seven years to create the "Wang Lao Ji" peak myth.　　Interestingly, in the "Wang Lao Ji" people celebrate "Wang Lao Ji" Sales Beyond Coca-Cola, brand value (108.015 billion) than Haier to promote China's first brand, trout team this "pen" but not on the scene. "Pen" not in the "Wang Old Ji" Celebration banquet, not playing big, but they really have no time. They are still in Guangdong, but the scene is very different from the "Wang Lao Ji" Red style with "pink" girl fashion style of the conference room, yes, this is not "Wang Lao Ji" "Chang ' an old headquarters", but in Guangzhou Tianhe District, China's top business center-Citic Square 31 floor, here is China's largest jewelry chain enterprise "Ah ah jewelry　　"headquarters. Jacktraut "Positioning" under the success of the brand "Deng Zong, marketing friends that you trout team is the brand blue Sea of the" fixed Poseidon, a needle effective, but my view is the same as Wanglaoji Yang, more expect you are a ' finishing touch ' of ' pen ', but also for us to describe the glorious brand new chapter! " Ah Ah Jewelry Chairman Ye Goofu Sincere Way, the 27-year-old self-made only in a few years time will be "Ah ah" jewelry shop full of China, to the country's 3,000 stores, the absolute superiority of the leading jewelry chain industry young business leaders at this time is a look open-minded.　　Deng in front of him, is "the father of positioning" Jacktraut outstanding disciple, "China positioning first person" Dendron, is also "Wang Lao Ji" brand Strategic development project Core helmsman. Oh, yes, to the absolute advantage of more than 3,000 stores to promote China's jewelry leader since 2009, Ye Goofu and its team to start Ah Ah yes, after the joint-stock system reform, Ye Goofu than any time including the most difficult to start when the business is more attention to the brand strategy of the planning and development, because with the Gee The young talent who has repeatedly created a business miracle is becoming more and more sense of crisisHe found that at this time it was like a beautiful song that became famous overnight, he knew how the song would be sung, but he didn't know how to tuning it better.　　Ye Goofu very understand, a beautiful song, even if classic, if tuning bad, singing will be out of tune, and finally presented to the audience is not wonderful music, but noise, this potential crisis let Ye Goofu Thorn. October 2010, seems to be a historical reappearance, "the father of positioning" Jacktraut after eight years to visit China again, and "Wang Lao Ji" Yang Love star that year's "pen" is the same, Ye Goofu and its oops team in the first time to act.　　Only this time the "pen" road than the Yaung go more difficult, because the same period of my competitors are playing "pen" idea, and not just a family. "Ye always, know why we finally choose the Ah ah?"　　Speaking of this is the "pen" Trout team, another core member of She Weishan, is also the positioning of the Father Jacktraut, one of the global partners, "is your sincerity and the determination to build brand strategy to impress us!" Dendron also looked at a calm face Ye Goofu, he knew that this calm behind is Ye Goofu and Ah Ah team up to two months of sweat and sincerity of the struggle, compared to AH Ah is a one-time open higher than other brands of 600,000 U.S. dollars consulting fees, really impress trout this "pen"　　Is Ye Goofu, a young man who has reached 3,000 chains of the size of the AH jewelry Empire Founder rashness six times to play "Fly" personally invited the sincerity of the door. February 2011, ah ah in Jiangsu satellite TV "not sincere don't disturb", Hunan satellite TV "Happy Camp" and "Golden Eagle Solo Theater" and other traditional television media on the hit show, in the trans-China high Iron line and "30,000 feet" on the route, covering thousands of middle schools and colleges and universities in the campus media, Covering more than 600 cities in the country's office fashion media, the network's most popular Tianya and Youku video New media ... New brand advertising to make everyone refreshing, which "buy jewelry, to ah ah", "National 3,000 stores, weekly on new goods," China's first brand of jewelry, "and other advertising language is to become girls are invited to buy the word of mouth, at the same time all the competitors shut in the door, set up a consumer mentioned" buy jewelry "think" ah "Competition barriers.　　April, ah ah to achieve one-month brand to join the signing of 236, opening 183 of the record, joined the signing and opening of the growth rate both breakthrough 80%, a jewelry chain industry history of the highest single month record, officially opened up AH Ah China jewelry brand leader prologue. "Buy jewelry, to ah ah" This catchy slogan, seemingly simple, but it is not easy, it is Trout "pen" team based on the "China Jewelry first brand" strategic positioning after several months of strategy results, which is a seven words mantra.　　Coincidence is, that year change Wang Old Kat brand Fate is also a seven words-"fear of fire, drink King Old Ji", that sentence seven words also from the "pen" team. "Will"7" is the idea that the judges have the greatest influence on American marketing in the history of the United States, in China, under the trout "pen" is also continuing the "Win" myth, "win" legend. "Wang Old Ji" to "pen" team, only used "7" year to the sales from 100 million to achieve 17 billion, and successful beyond the Coca-Cola and Pepsi.　　This makes people very look forward to the next trout "pen" under the AH Ah "Seven years" will be what? Seven years later, what will the jewelry be?! "China is at a critical crossroads and China must explore a path to create local and international brands." In China, Wang Ji is doing very well. A few years ago Wanglaoji also unknown, seven years in a swoop beyond the world's first brand Coca-Cola. I hope that China has more ' Wang Lao Ji ' because of positioning and success.　　September 4, 2011, Jacktraut in the "Positioning China 10" summit Forum publicly expressed.　　So, the next 10 years, AH will not replace Wanglaoji, become a master of the eyes of another Chinese brand representative? About Trout: Jacktraut is the father of positioning, Morgan Stanley is highly regarded as a marketing strategist above Porter, and President of the US special consulting firm. In 1969, he put forward the concept of "positioning (positioning)" In the paper for the first time in "positioning: the way of competition in the era of homogeneity", and in 1972, it opened a positioning theory with the paper "Positioning Times", and published the academic monograph "Positioning" in 1981. 1996, he launched the positioning of the "new positioning".　　In the 2001, the positioning theory overwhelmed Philipcotle, Porter, and was rated by the American Marketing Association as "the most influential concept of American marketing ever." About AH: Ah ah jewelry Chain Co., Ltd. (ah AH) is a small jewelry retail-oriented fashion chain group. Companies adhering to the "parity, fashion, enthusiasm, happy" business philosophy, under the leadership of Mr. Ye Goofu, the chairman, through the tireless efforts of all staff and franchisee, only in a few years time, quickly changed the rules of the retail industry, will once be marginalized jewelry into the broad masses of female consumers sought after the fashion mainstream. Oh, my God! There are more than 3,000 stores nationwide, the largest jewelry chain enterprises in China.