The sorrow of the brush-up money Southern black sesame to self-rescue?

This may be the only hangover from a successful marketing 20 years ago, but it's not as simple as it might seem. Just by black sesame paste this super-money, Southern black Sesame as an established enterprise, has been in hunger and not die also long not fat state.

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Wen/Zhang Shule

Published in "Business Review" 2015 11, published the name of "the" "Sesame paste", there are abridged

September 15 "Southern Metropolis Daily" advertising layout appeared all the black page aroused strong concern, a moment this mysterious advertiser was dubbed "Local tyrants Black." But when the second day, "Southern Metropolis Daily" in the advertisement layout of the southern black sesame seeds of the New Black nutrition drink "Black Milk", complete the full set of action from the Black bottom. The public opinion seems calm to a little cold.

Instead, at the end of September, a notice on the progress of the suspension of the southern black Sesame Group Co., Ltd., which suddenly brought people's attention back to the company, was originally suspended from the start of the June 23 morning when the controlling shareholder planned to restructure the shares of listed companies, and was expected to be reopened on October 20.

Black Sesame in the south, what the hell are you doing?

By eating a paste to eat not enough to do?

Southern Black sesame seeds, it is China's reform and opening up after the first generation of successful marketing master-level enterprises.

1991, Southern black sesame paste advertising as a TV series "eager" patch ads in the country hit. "Black sesame paste ah ... As a child, I heard the sound of sesame paste, I can no longer sit ... A fragrance, a wisp of warmth, southern black sesame paste. "This is a household television advertisement that dumped hundreds of millions of viewers in television. This, however, seems to be the pinnacle of the company's marketing landscape.

We Qingwen is a capable, founded in 1984, Guangxi Southern Children's Food factory, in just a few years, grew into one of the three major children's food production plant in the country at that time. But only children's nutritious food, the market seems to be very small.

In 1988, when the southern black sesame Paste, the name of the company also quietly changed to the Southern food factory, its attack on the market in the name has been clear. At least, until today, the main consumer group of black sesame paste is the middle and old, rather than the original factory name contained in the word "children". With the help of the magic of Advertising, 1994 years of entrepreneurship 10 years of Southern food annual sales revenue of over billion yuan, so that ranks among the national famous brands.

Around the black sesame paste this southern folk snack one hand to create a single industry miracle, the most talked about, but also widely criticized the data is: Occupy sesame paste market nearly 60% share.

After more than 20 years, the southern black sesame almost always eat this successful marketing strongholds, although eventually let the black sesame paste sales exceeded 2 billion, but the total size of the paste market is still 4 billion up and down, has been more and more let the South black Sesame feel not enough to eat.

"The market for paste foods is small, and the lack of innovation is another impediment." Often mentioned with their own development of Wahaha, after the six walnut, etc., are already more than tens of billions of scale, We Qingwen always have a lot of emotion. In addition to feeling, he has been leading his business in trial and error.

In the southern Black Sesame Test list, there are many products, such as the We Qingwen has been given great expectations of soy flour, rice flour and other white products. We Qingwen has been to mention the development of 6 years of Southern rice noodles, nanning alone has 500,000 of the market share, but ultimately because of external policies resulting in a 60 million loss ...

But all this does not hinder We Qingwen ambition: "Southern black sesame paste can do 2 billion, then hope that the southern black Sesame products can be done 5 billion, southern black sesame industry can do 10 billion." ”

We Qingwen The implementation of this strategic goal for 2020 years. However, when the rising star such as six walnuts also in 2014 to break through tens of billions, but also stay in the 2 billion-year sales of the southern black Sesame a little worried.

For these 10 billion goals, the southern black Sesame decided to return to black.

A black bust? Not easy

Southern Black Sesame The successful path of selection is simple------------brush.

The black-and-black milk that attracts the eye with the all-black layout is their latest blow-up. In this, We Qingwen is placed a great expectation: "Sesame paste is a river, drink is into the sea." and black Sesame Beverage Division vice general manager Chen Gang's words more straightforward, this time, they are prepared to plant protein new Black milk for cut into the "sea."

This and more than 20 years ago, the black sesame paste to super-explosive attitude to cut into the paste market, the idea of the same, and the above discourse, in fact, in the past 5 years, has been constantly in the mouth of We Qingwen burst, only then the subject is not black and black milk.

As early as February 2011, to drink the appearance of black Sesame dew, can be regarded as the southern black sesame seeds of the first trial and error, and a huge amount of invitation Wang Leehom as a new endorsement. But the market is not a cold, 2012 Southern Sesame Dew Income of only 23.75 million yuan, and the operating costs of up to 20.09 million yuan, gross margin of only 15.4%, far lower than the paste products 42.68%.

The attempt to get from the paste stream into the drink sea did not stop there. We Qingwen After the failure of Sesame Dew, reached three conclusions: the first is the strategic positioning errors, from the packaging and other aspects of the Southern black sesame Seed brand gene; the second is to please the star endorsement, blindly follow the entertainment marketing, no innovation; the third is the product and consumer requirements have distance.

And soon, when the Sesame Dew line was closed, a number of big moves came along. In 2013, black Sesame established the beverage division, which plans products including black sesame milk, black and black milk, southern black sesame canned drinks and so on. In July, the black sesame milk drink pilot sales, and put 180 million for new products spread the national offensive. In 2014, We Qingwen more high-profile claims that the next two years will be overweight and black sesame-related "black" food business, gradually quit the "non-black" soy milk business, and invest 800 million yuan in Jiangxi Nanchang, Anhui Chuzhou two construction black sesame milk factory. By the end of the year, since the listing in 1997, even if the company's securities referred to as "Southern food" is also changed to "Black Sesame", the stream revealed a strong black to the end of the determination.

Black sesame Milk as a second trial and error of the products, the same has been put on a heavy weight. On the one hand, the southern black Sesame to emphasize its black Sesame Dew upgrade version, and learn from the previous lesson, break the routine to abandon the family management model, but to employ in Nestle, Budweiser, Danone and other foreign-funded enterprises as sales managers, with the beverage industry sales experience Li Qiang, as the executive President, full responsibility for the promotion of black sesame milk, Operates independently from black sesame paste. On the other hand, follow the past experience, using a variety of marketing tools to promote, one of the most controversial is the black sesame milk with the market, the southern black sesame seed to 1000 shares of each shareholder donated 6 cans of black sesame milk.

Continue to use a very distinctive marketing for the new product open, it seems to have become the southern black Sesame's customary strategy. But this is in the We Qingwen mouth to become the company's second core product of black sesame milk, although in 2014 to achieve a revenue of 213 million yuan, an increase of 283% of the best performance, but from the beginning of the "to ensure the completion of 300 million, strive to achieve 500 million" the "three-five" sales target, the gap remains great.

Then brush black and black milk into the money, Southern black Sesame can realize the dream?

The sadness of the vertical subdivision area

Southern Black Sesame constantly in the change of strokes, but has been the consumer in the eyes of the black sesame paste this inertia thinking.

This may be the only hangover from a successful marketing 20 years ago, but it's not as simple as it might seem. Just by black sesame paste this super-money, Southern black Sesame as an established enterprise, has been in hunger and not die also long not fat state.

In the past, the development of "non-black" products, and in recent years focused on "black" drinks strategy, rather than looking for more profit growth point, rather than to look for a rainy day, especially in 2014 old products black sesame paste growth rate is far below the expected 20% of this background, if continue to laurels, Southern black sesame Future is not too optimistic.

Southern black Sesame also made some attempts outside the food, such as in November 2013, on the external announcement of cross-sectoral investment film and television industry, intends to use its own funds to invest RMB 5 million yuan to subscribe to the canopy of the film Investment Partnership share. Results in the face of public criticism of their work, We Qingwen had to use the "temporary no cross-border to do film and television plan, just invested a cultural fund, mainly for the future implementation of the" black sesame "advertising implantation to pave the way" such a seemingly farfetched explanation to stall.

"It's hard to catch a door," but it seems harder to do it. In particular, the choice to change to black sesame, in order to achieve the brand focus and the return of the appeal, the southern black sesame seeds at the same time selected a black sesame food vertical to a bit of the market, want to break through the black sesame seeds mainly used to do the paste consumption of cognitive bottlenecks, But repeatedly caught in their original black sesame paste share of cutting and re-subdivision.

But usually used to get through the vertical stock market bottleneck, to find the largest long-tail incremental market e-commerce model, in the southern black sesame here is a little out of the way. Although on the one hand black sesame paste e-commerce development momentum is good, each year to 200% to 300% increase in the range, but on the other hand, We Qingwen is also very clear that the high logistics costs are not suitable for e-commerce channels, so black sesame milk is only the use of e-commerce "ofspecialty, collect consumer feedback" advantage.

The same is true, in the first half of 2014, black sesame milk e-commerce sales of 500,000 yuan, in the full channel of 150 million of sales volume is almost negligible. This is also indicative of, including black and black milk, such as new products, Southern black Sesame want to enter the beverage market, e-commerce road doomed to bumpy. On the other hand, black and black milk is not suitable for the original black sesame paste channel sales also became the southern black Sesame internal consensus. "In the development and construction of dealers, we have an assessment of the original dealer team. If it is not possible to agree on the development of the company's black and black milk, we may have to develop new dealer systems in many areas. "Chen Gang's saying, how much reveals some helplessness."

This bottleneck is by no means simply a "black nutrition" concept of a plant protein packaged in the beverage market, which can be broken by breaking the concept of a black sesame-paste food.

Solving the "convenience" problem is the key

From June to October of the suspension, "reorganization" in the announcement of the word repeatedly appeared in the special glaring, it seems to explain what. How do you break a lot of roadblocks in the vertical subdivision area?

The marketing magic that once created the black sesame paste doesn't seem to work. After all, consumers are accustomed to the use of powdered milk, edible fruit can of the food age, the rise of the paste products are distinctive characteristics of the times. And its inconvenient also in 21st century when the opening, with the milk powder, can be marginalized, but also more and more obvious exposure. Just rely on one or two of warm advertising, or the sesame paste into the existence of instant noodles, and even add a so-called "Love Cup" giveaway, it is difficult to really open the market.

More crucially, the black sesame paste consumer population also in the time of growth gradually aging, from the young ethnic food, into the middle-aged consumer goods. This point in Li Ning, the United States and the rise of the 80 's and 90 's clothing brands, the performance is more vivid.

Through the way of drink to recover in the middle of the youth market, is the South black sesame consistent breakthrough path, accompanied by the paste market scale 4 billion of the argument, it further constrained the southern black sesame Innovative thinking. Why not continue to dig deep into existing markets and develop more refined products for already aging consumer groups? At least in the general marketing perspective, the nutritional concepts that the Southern black Sesame has repeatedly referred to in the drink are more likely to be accepted by the elderly than the young.

We Qingwen In fact, he was also aware of this, he was listed in the black sesame milk, he also said: "If the delusion to seize all groups, often can not grasp, or to do a good demonstration of the crowd (home consumer) market, and then slowly transition to young people; Product rejuvenation is the foundation of the brand rejuvenation, we first from product design, selling point Packaging and other levels close to young people. ”

Such comments and Southern black Sesame in the field of drink action, it shows that in the beverage promotion and want to take into account the old and middle-aged groups, but also want to directly activate the young market and not the complex mentality.

On the contrary, We Qingwen once conceived the use of the model, for enterprises to bring large-scale high-viscosity consumer groups, but it is possible to succeed, but have not seen action. And this model, or can be cracked paste products is not enough "convenient", while the beverage is easy to achieve but market awareness is not high problem.

One point of view is that this model can be combined with the takeaway and fresh e-commerce solutions, the use of Southern black sesame paste has covered the one or two-line city dealer network, the past Cup black sesame paste, combined with the southern black Sesame has launched a variety of breakfast food, to flush the sale of the form for online booking, offline distribution; While the black drink, it may not be in accordance with the fresh e-commerce relying on community stores, layout from the point of the formation of a more powerful sales channels, even through the southern black Sesame has not successfully entered the three-tier distribution channels of the following cities. This is also a solution to the "convenience" of this bottleneck.

At least for now, the general line of Southern black Sesame has not changed and has been right, is to continue to focus on-black.

Zhang Shule: zsl13973399819 book has "cross-border-the Internet era must first understand the big defeat"

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The sorrow of the brush-up money Southern black sesame to self-rescue?