Evergrande's big marketing is a bit hung up

Guide: Distributor network, advertising, terminal goods and promotions are the typical steps in the operation of FMCG, now we have been able to buy in major supermarkets, convenience stores to the Evergrande Ice Spring. But Evergrande seems to do more.
Evergrande Group is a high profile enterprise, Jiayin is a master of management, and likes Cross-border. Play football, big buy domestic top players and South American Masters, and even invite the world champion coach in the skin, dominate the super, won the Asian crown. Play music, please come to one of the most famous musicians in China Gao sits; last year began to enter the fierce competition in the drinking water industry, but also high-end market, Hao said within this year to reach 10 billion yuan sales.

After the completion of the dealer network, this year began to crazy advertising bombing, television, public transport, subway, newspapers, buildings, video advertising, online advertising all-round spread, or that heroic.

Distributor network, advertising, terminal goods and promotions is a typical step in the operation of FMCG, now we have been able to buy the Evergrande Ice spring in supermarkets and convenience stores. But Evergrande seems to do more.

I went to the car show, both inside and outside the stadium to have a large sales stalls; I go to the city park, there are stalls at the door, I go hiking, there are stalls on the hilltop platform, I go to the tourist attractions, see their stalls, ultra the interior of the promotion point that not to mention. This reminds me of some pain-relief stickers ad dialogue "Where you are", really annoying.

In the marketing of large, big investment, let Evergrande Ice Spring in a short period of time already has a very high visibility. But I think Evergrande is a bit hung up and facing multiple risks.

First, the main water source concept, challenge the originator of the industry farmer Spring

"We do not produce water, we are only the nature of the porter," this sentence can be said to be notoriously, the farmer spring from the womb to establish its high-quality water source product positioning, has not changed over the years, has been deeply rooted.

After Evergrande's advertisement was released, the farmer Spring followed, staged a quite documentary style in the long advertisement, a whole body baggage farmer Mountain Spring man, more than 10 years for the farmer Mountain Spring to find water source, in the vast forests and snow in Changbai mountains, difficult walk, along the stream water, traced back. The final footage presented to the audience is in the mountains, even the Grand factory, a bottle and a bottle of farmer spring from the production line of the Wire box, and finally through the long track, sent out the mountains.

Then look back at Evergrande's ads, "from the Deep of Changbai Mountain, imagine the world 28 countries", belong to a typical form of advertising: "Boast", High-profile shout. One is straightforward to tell you that I am good quality, I sell very well, so you want to buy, the other is to take your hand while walking side to tell their own story, and finally took you to your home, like many years of small partners. From the appeal and the audience's absorption level, the two stand out.

See the constant ice Spring touch their own body from this, the farmer spring is quick response, immediately made a wonderful sniper, Evergrande face is a through the wind and rain and stand the marketing master.

Second, all from Changbai Mountain, why do you sell so expensive?

Evergrande Ice Spring claims to be the deep volcanic mineral water of Changbai Mountain, farmers Spring, Master Kang and Wahaha and other well-known water companies have been in Changbai mountain in the local plant, which farmers Spring Factory is 12 years ago, Master Kang in the local plant has been 6 years, there are only local sales of small brands, But these enterprises priced 600 ml capacity in 1-2 yuan, Evergrande 350 ml is set at 3.8 yuan. Not to say can not take the high-end route, but as drinking water, you have to prove their scarcity, with the same positioning high-end 5100 Tibet Glacier Mineral Water, Kunlun Mountain snow mineral Water, the product is not convincing enough, high prices behind the product force support is insufficient, when the loss of large-scale advertising bombing, sales are in jeopardy.

Third, high-end bottled drinking water market capacity is unknown, Evergrande is small, the future is unknown

For the size of the high-end bottled drinking water market, the network of great gods, various companies have a lot of forecasts, the majority of the 2015 is the next year to reach the size of 10 billion yuan. Evergrande Ice Spring this year's goal is 10 billion yuan, unless Evergrande a series of propaganda offensive not only played the brand propaganda also played the education consumer, the big market role, otherwise this goal is difficult to complete. Second, Evergrande disclosed early in the Spring festival has spent 1.3 billion yuan of marketing expenses, now "export the World 28 countries" advertising is still broadcast, and then invited the "Professor" and "Thousand Chung Yi" to another wave of advertising campaign, the cost has been far more than 1.3 billion yuan.

In the face of the high end drinking water market scale, there are Evian, 5100, Kunlun Mountain and many other brands of competition, Evergrande can get back this?

The positioning of a product, to meet their own conditions, through scrutiny, even if the strength of the enterprise, how strong the funds, to give the product of how much support can not make up the defects of the product itself. Marketing model of the company in the domestic more than 10 years on the introduction of extreme cool, run shes two failed products. Coca-Cola's 1985 launch of "New Cola" almost lost its own savings. Despite their large business, marketing to the market understanding of the advanced, but the rapid elimination of large companies failed products are not uncommon. has always been confident, tyrants of the constant big this time to go?