Tend to associate this brand with a single strategic product.

By a strategic single product laid the world; a strategic single product classic, often represents a brand image.

For example: The consumer mentioned Kang Master, will think of braised beef noodles; mention Coca-Cola, will think of red Cans Cola, mention Pepsi, will think of the Blue can Pepsi, mention Wanglaoji, will think of red cans Wang old Ji, mention Yang, will think of blue classics, mention Lang Wine, will think of Safflower Lang, mention Taichang, will think of 1017 ...

In a sense, the strategic single product is equal to the brand, the Chinese market, has entered the strategic single product ERA!

In the era of strategic commodities, if you don't have a single strategic product, you can only follow the others to eat leftovers; In the era of strategic commodities, if there is no single strategy, brand to create success, it is tantamount to wishful thinking. In the era of strategic single goods, the rise of the brand is often characterized by a large single product rise.

Therefore, focus on strategic single product breakthrough, is the Enterprise category innovation, the most appropriate to take the market operation method.

The strategy is not to sell a single item, but to focus resources on a dominant product to ensure that the leading product succeeds.

The core purpose of the strategic single product is to break through the market with a single product. After a single product break through the market, enterprises also need to enrich the product line, the combination of product structure in order to consolidate the market, expand the outcome.

Just like the German blitz, the Germans first fully concentrated on a narrow front, relying on armored units this strategic single product breakthrough opponents line of defense, the mechanized will be deployed in depth, the columns are fan-shaped, along a number of parallel road forward spread forward, Destroy the enemy armed forces by means of siege and encirclement.

Enterprises from the breakthrough market to expand the market to the final single product run-off, strategic single product development path, will generally experience the following process:

The first step, category innovation stage, focus on firepower, strategic single product breakthrough market, rip the market gap;

The second step, the category eruption stage, takes the strategic single as the core, the big strategic single product, makes it become the strategic large single product; At the same time, in the larger strategic single goods, we should focus on the rich product line of strategic single products, set up a large-scale, perfect product structure system;

The third step, the category market development to mature stage, into a big single product winning era, enterprises should continue to the strategy of large single product innovation and upgrading, in order to obtain the brand longevity.

Therefore, we say that the so-called strategic single product breakthrough, not to say that only a product, but the main push a product. Strategic single product breakthrough, it is a strategic single for the pioneer, knife class, and the knife behind the class followed, is a large force, is a full line of products.

Strategic items, single only strength

Since we talk about the strategy of a single product, not only sell a single product, but the use of strategic single products to drive the product group. As a result, someone will take for granted another misunderstanding, the single product dash, not as much as more than the insurance.

Many people think that many products, "the East is not bright, the West is bright." Others believe that "many products can meet the consumers a variety of tastes, a variety of price, a number of segments of the needs of the population", and even some people think that "single product is difficult to seize more shelves row surface."

The root of these misconceptions lies in the decentralization of resources and the decentralization of forces. The reality is, once the enterprise dispersed strength, it is likely to appear "East is not bright, the West is not bright" phenomenon. Resources cannot be concentrated, and their dispersed results are the weakness and weakness of resources.

First of all, if many products are launched at the same time, resources dispersed, will cause all products are unable to break through. At the beginning of entering the market, because the consumer base is relatively weak, the brand influence and appeal has not been established, often do not have the ability to operate "multiple products, multi-channel", otherwise it will lead to the spread of marketing resources and energy, resulting in any one of the products can not be on the quantity, also can not form a hot-selling situation and

Therefore, an effective way is to generally choose to enter the market with a strategic single product. The strategy of the single product is more mature, cost-effective basic products, this single product into the region's best-selling products, forming a "single product breakthrough" in the region to form a good reputation of consumers, enhance the brand image, reduce the enterprise's marketing investment, and the biggest benefit is a single product breakthrough, can lead to follow-up products to follow up sales.

Secondly, due to the limited resources and the marketing team's operational capabilities and other reasons, in product positioning and brand positioning is also suitable for the selection of a relatively accurate positioning, through the concentration of resources, integration, and strive to be in the local market or a niche market leading position.

Again, the introduction of multiple products at the same time, will bring to the consumer identification difficulties. With many products at the same time to promote the opposite, the focus of single product sales will be more obvious, consumers can quickly identify, easy to remember and buy.

Four, "many children may not be many blessings." Many times, companies want to add new products to bring sales. But the reality is that most of the new growth of enterprises lack of strategic guidance and not carefully nurtured products, sales contribution rate is very low. A large number of products does not mean that the sales performance must be big.

Five, according to the "28 law", 80% of the sales performance by 20% of the product creation, while the other 80% of the products in the creation of a limited 20% performance at the same time, often will bring huge inventory pressure, and strategic single will not have inventory worries.

No matter what marketing war, should focus on a single point, a single point of breakthrough, in the local market, the formation of an absolute advantage of strength, to overcome the formidable opponents.

This is the single power.

The unification of "Tea King" is not to recognize the single power, and in the introduction of "The current bubble Taiwan green Tea"-"Tea King" soon, on the continuous introduction of "Japanese-style sugar-free green tea", "British black tea" and other products, confusing the category concept, greatly weakened the "Tea King Taiwan Green Tea," the strategic single product of the strength, and ultimately led to the failure of this product.

Cofco Group in the introduction of "Yue Live" brand, but also committed to the same problem of reunification. Cofco "Yue Live" brand is not focused on the pure fruit juice beverage products, but also launched a live honey, live cheese, Yuet Live cereal breakfast ... As a result, every product is not sold well.

Jian Li Bao "fifth season" failure, the core reason is also because did not achieve a single. In order to "fifth season", Jian Li Bao invested heavily, to shore Qi step for the spokesperson, bombing advertising, channel, and so on, but the "fifth quarter" products across carbonated beverages, tea, water, juice drinks, the front pull too long, leading to the final failure.

Therefore, no matter how many enterprises to promote products, regardless of the size of the enterprise want to do, however, the first focus on the resources to create a large single product, to be successful after a large single product, and then through large single goods to drive small products group sales, is to do the king of the brand.

Strategic single product, the first vertical bigger and more thoroughly, after the extension of branch products

For a new category, the order in which the product line is launched, it should be like this: the first to cut into the mainstream market already has a cognitive basis, focusing on a strategic single product, vertically bigger and stronger to do the bright strategy of a single product, until the strategic single product breakthrough market, a firm foothold, and then extend the introduction of a variety of branch products.

Like Mengniu Dairy, first concentrate on the resources of the main brick-type pure milk, when the Mengniu brick-type products after the success of the introduction of other pure milk and yogurt and other products.

Like Huiyuan juice, first focus on 100% concentrated fruit juices, and when the juice concentrate is successful, extend the products such as low concentration fruit juices, juice drinks and fruit juices.

The so-called vertical big to do through the strategy of a single product, refers to the cultivation of products to the relative specificity, not just the pursuit of horizontal level of product diversification. The enterprise longitudinal makes the strategy single product, requires the enterprise to pay more attention to the strategic product competitiveness, and to the product upstream and downstream key value chain layout.

First, the competitiveness of strategic single products comes from category innovation, from the uniqueness of product value.

Secondly, the competitiveness of the strategic single goods comes from the vertical doing of the upstream and downstream of the industrial chain, from the control and integration of the downstream elements and key links in the value chain. In the process of continuous and large products, rely on the upstream and downstream of the industrial chain to do through, to continue to solve the problem of cost reduction.

Coca-Cola has control over the enrichment of raw materials and brands, in order to vertically make Coca-Cola this strategic single product, Coca-Cola Company and the strength of the group to carry out the filling plant and channel operation of the joint venture, and the organization of the transformation, the establishment of Coca-Cola Low-cost sales system, in product sales continue to expand, while reducing the cost, To provide consumers with cost-effective cola products.

The American Paramount Farm is the world's largest supplier of pistachio raw materials, which will bring 70% of the world's best quality happy fruit under the door. It adopts the vertical integration strategy, is the cultivation of pistachio, acquisition, processing and sales of large-scale agricultural industrialization enterprises. It give full play to the advantages of scale and industrial clusters, in the pistachio market to grasp more discourse rights, as well as the power to price the pistachio. When it launched its own brand "million-fu" pure natural pistachio, and played "Do not bleach, naturally open" health happy fruit of the state of California origin, its market development results can be described by the irresistible.

Innovation x Product Strength x price/performance x Brand strength = Strategic single product

Excellent products are always needed on the market. The market is not short of products, the lack of excellent products, especially the lack of excellent strategic single products.

How should an enterprise build its own strategy for a single product?

Our answer is: Innovation x Product Strength x price/performance x Brand strength = Strategic single product.

1. Innovation Ability

In the market homogeneity, increasingly competitive and oversupply of the modern society, in fact, whether the continuous innovation in products is the key to create a strategic single product.

First of all, to take a differentiated route, so that "no one I have" to provide consumers with unique value. Because consumers ' needs are constantly changing and diverse. No matter how rich the products and services in the market are, there are always unmet consumer needs. For enterprises, to have a keen market insight, accurate capture of the target consumer's consumption habits and motives, the introduction of differentiated products and services, will have a greater chance to become a strategic single product.

Strategic single product, its attack from the category innovation.

What kind of products are suitable for strategic single product?

The first condition is that strategic items must be those that are lacking in the market. This is the category of innovative products.

No competition is the best competition. Only scarcity, the product is expensive.

If your strategy is a product of similarity to others, what attack does it have?

Strategic single product attack, is from the category of innovation, from people without me.

The power of this category of innovation has three layers of meaning. First, the strategy of a single product to meet a new consumer demand, or to meet an upgraded consumer demand; second, the strategic single product is a new demand, new market, the products are different from existing products, competitors do not have the same or similar products; third, the strategic single product is a popular product, is to be able to drive other product groups.

With these three layers of meaning, the strategy of a single product has the power.

Product and product bucket, product and category bucket, is completely different. Strategic single product is a new category of Representative products, it competes with rivals, its essence is not product and product bucket, but the category and product in the bucket, so, it victorious.

For example: Taichang foot bathtub category innovation, fishing Island Laver category innovation; Wanglaoji category innovation; and so on.

2. Product Force

For general products, the most important indicator of product strength is the quality of the product. Product quality is the foundation of the product force, is the cornerstone of all brand success, the most can make consumers satisfied with a brand reason, is quality, not market share, marketing costs and other factors.

For a strategic single, the strategy of a single product is innovative, to create a category of quality, this quality and value originality, more can build brand. With the category of innovation, we can let consumers feel more reliable quality, more unique value.

We take the Wahaha nutrition fast line as an example to illustrate.

From the 2003 Nutrition rapid Development Success, the 04 official listing to 2009, Wahaha Nutrition Fast line to achieve sales of 12 billion yuan, 2011 sales volume exceeded 15 billion yuan. More than "China's first can" Wanglaoji, become one of China's largest sales of beverage products.

Let's go back to 2003 ago, at that time, Wahaha nutrition fast line of the planning team, by the small foreigner products inspired by the market for extensive and in-depth consumer research. The survey found that consumers prefer fruit juice and milk two categories of products. Consumers also believe that although the two types of products are more nutritious, but generally reflect the taste of these two products is somewhat monotonous and boring. The study found that the future trend of the beverage industry is that more new products will be the combination of two or more categories.

And some new phenomena in the market just confirms their ideas. For example, the Farmer Orchard is a mixed fruit juice, in addition to the combination of milk and tea, milk and wine compound, fruit juice and beer compound and other products, these compound beverages can not only meet the consumers fresh curiosity, but also with a unique taste and concept has won the consumer's love.

According to these circumstances, Wahaha nutrition Fast Line Planning team thought of the product framework-milk and fruit juice compound!

In a sense, it can be thought that milk is food, juice is a drink, milk is in a relatively fixed time and relatively fixed place to drink, the main purpose is to hunger and supplementary nutrition, is relatively rational consumption, mainly to household consumption. Juice does not have a relatively fixed time and place to drink, mainly to supplement the water and vitamin nutrition, is an impromptu and casual consumption, mainly personal consumption. If you can combine the two, the product can serve as milk and drink, not only can meet the needs of household consumption, but also to meet the needs of personal consumption, but also in the nutrition and taste more integrated the advantages of both, is a stone number of birds.

With the initial product creativity, the target consumer population positioning and product positioning is also critical.

The first is the target consumer population positioning. There are two main groups of target consumers. First, college students and workers over the age of 22, who are receptive to new things, need plenty of physical energy and enough energy to cope with the challenges of their jobs and are the most influential consumer group in the city market. The second is families with 6~12岁 children, and market research proves that young mothers are more willing to choose nutritious, tasty and good products.

The second is product positioning. Wahaha Nutrition Fast Line initially positioned for breakfast drinks. They found in the survey, many college students, young white-collar workers and even young families, because of time and other reasons, too late to eat breakfast, and even did not eat breakfast habits. Wahaha Nutrition Express focus on the city's most large number of white-collar life, the greatest number of students living, pay attention to their living conditions and needs, tailored to their Wahaha nutrition fast line drinks. Offer some more options for their breakfast. "Better than the juice drink, more nutritious than milk" product demand, "nutritious breakfast" product positioning, has continued the Wahaha "healthy, happy" brand concept and in the market to establish their own unique brand image.

In the era of high homogeneity of products, it is very important to find the differentiation position. Wahaha Nutrition Fast Line for young people and white collar nutritious breakfast in the market in the layer to find out the right market missing points for the success of its products marketing a key step.

After determining the target consumer and product positioning, Wahaha Nutrition Express line formally entered the product development, testing and production stage. The team eventually chose the most popular flavors of pineapple and flavor from dozens of flavors such as mangoes, strawberries, lemons and orange, and carried out a massive taste test of hundreds of people both within the company and outside the society.

At the beginning, many people do not like this fruit juice and milk mixed products, some say too sweet, some say too sour, some say sticky mouth ... In the face of this situation, can only continue to improve, from the color, dilute consistency, the overall fragrance, the overall taste, milk flavor, fruity, sweet, acidity, freshness, refreshing, aftertaste and other dozens of indicators for repeated testing.

It is understood that the nutrition fast line from the formation of product concept, to research and development, continuous product testing, multiple market research, and constantly modify the formula, to the formal production, experienced a full two years. As it turns out, these hard sweat lays the groundwork for the success of the nutrition fast line.

A good name is half the success of an enterprise's product. Product naming is the best direction, can start product positioning, so that consumers hear, see product naming, can recognize the product positioning. such as: BMW, Mercedes and so on. The name is called "Nutrition fast Line", very good. The way to highlight the "nutrition" is simply to use the term "nutrition" directly. At the same time, combine the target consumer's life form, find the best cut-in point. Modern urban white-collar life rhythm quickly, in order to obtain a day's nutrition, they need to quickly add to the comprehensive nutrients, so "fast line" became Wahaha choice. A "fast" word can be said to connect white-collar and "nutrition fast Line" between the link between fast drinking, quick supplement, fast "".

Good product packaging is also very important, excellent product packaging can form the goodwill of consumers. Wahaha Nutrition Fast Line innovative product packaging, but also for the Wahaha Nutrition Fast Line product image plus points. Once upon a time, the bottle body as an important visual embodiment of sports drink, its advantage is to drink more carefree, more suitable for "fast" expression, Gatorade, pulse are used in this big bottle of packaging. Wahaha Nutrition Fast Line, the pioneering use of this in the milk drink, fruit juice drink has never been used in the bottle body packaging, which is positioned as "fast" is highly consistent, rapid replenishment of nutrition.

While the Wahaha fast-food line bolted, it did not loosen the demand for product quality, which was demonstrated by the melamine outbreak in 2008. Consumers, affected by the effects of melamine, have a huge suspicion of domestic dairy products, and the fast-food line has not been affected. In the selection of raw materials, always use imported milk powder to ensure the consistency of taste. After the 2008 melamine incident, in the self-test, there is no problem, the state sampling is also qualified.

Wahaha Nutrition Fast Line after years of steady development, product line is constantly rich, product innovation. 2006 280ML, Tetra Pack, such as a variety of specifications of the Nutrition Express packaging, expanded the line of nutrition fast lineup. 2007 Nutrition Fast Line continues to launch 1.5L large bottled.

Beginning in 2008, in order to allow better nutrition absorption, Wahaha nutrition fast line of happiness using biotechnology, especially the addition of thermophilic Streptococcus and Bulgarian Lactobacillus probiotic bacteria, the macromolecular protein into small molecular protein, more easily absorbed by the body. This new product has been upgraded to "yogurt + juice" on the basis of "juice + milk" in the past. "Nutrition Fast Line, happy string", the fermentation version of the nutrition fast Line has successfully strengthened the product nutrition attributes, and cleverly packaged product packaging design into couples, once again caused by the market, such as popular praise and positive response.

From the nutrition fast line to the category of innovation, the quality of the fine carving, we can not help but ask: where is the basis of business marketing? Where is the commanding heights of competition between enterprises?

The answer is that the enterprise's product strength is the key to the success of strategic items.

With the white-hot market competition, the advent of consumer rational consumption era, a competitive strength, focus on product quality, focus on value and innovation of the era more clearly, all the brilliant product hype immediately lost luster, the era of speculation has gone forever.

3, cost-effective

Strategic single product competitiveness, but also from the cost-effective. Of course, here's what the price ratio is, with the "new category, the new structure, high price" mode is not contradictory, it does not mean that the product to sell cheap, but more mainly refers to the intrinsic value of strategic goods is far higher than its price, that is, so that consumers use relatively low prices to buy higher value products, not only to meet consumer demand, And more than consumer expectations.

For strategic single products to create cost-effective advantages, is to exceed customer expectations of the practice. This is a cost-effective way to either provide additional value to consumers, or to enable consumers to gain the same benefits at lower prices, or to gain more benefits at the same price, or to better satisfy consumers than rivals. For example: Microsoft cost-effective software products, Zara cost-effective fashion apparel, McDonald's cheap hamburgers, Coca-Cola cost-effective carbonated beverages, and so on.

Wahaha Nutrition Fast Line, attract consumers to buy, in addition to excellent product strength, excellent external packaging and other factors, but also with the price of products. The survey found that, in most cases, at the same level, in the same type of products, in the same quality or the net content of the packaging is similar, Wahaha and other brands of the product retail prices generally slightly lower.

4. Brand Power

What kind of products can sell long sales? Quality is the basis, innovation is the weapon, product branding is to create a strong brand power is also necessary.

Brand power is mainly around the core value of the strategic single product to extend the demand for products, brand personality, brand image and so on. Brand power is often the enterprise system planning, painstakingly crafted, deliberately created masterpiece, the requirements of the company perennial adherence to the brand's core value, every advertisement, every public relations activities, or even every promotional materials, every picture, every symbol, every word, to strengthen the brand's core value and add points.

Wahaha Nutrition Fast Line differentiation of strategic single product innovation is the cornerstone of success, of course, its youth and white-collar choice of game implantation and integrated marketing mode of communication is also worthy of reference.

In the promotion of products, Wahaha adopted integrated marketing approach, the comprehensive use of advertising, activity marketing, implantable marketing, sales point advertising, target-related marketing and other brand promotion methods, so that the effect of brand communication to achieve the overall synergy effect.

First, the advertising guide, the selling point to tell consumers. For product positioning and consumer positioning, put forward "drink in the morning a bottle, the spirit of the Morning", "15 nutrients, step" and other promotional slogans, and developed a "white collar", "family article" advertising version. "Drink a bottle in the morning, Spirit one Morning" "15 kinds of nutrients, step", two easy to understand, catchy slogan through four years of unremitting propaganda, finally put the nutrition fast line firmly positioned in the high-end nutrition drink status. In response to the summer milk beverage sales momentum is not fierce, and timely launch of the "Frozen chapter" advertising version, break through the summer of milk drinks sales decline in the practice, guiding the nutrition fast Line "Frozen better drink" consumption habits.

In the television advertisement, uses the CCTV and the satellite TV network to go hand in hand to reach the height and the breadth union. Because of the particularity of the Chinese market, it is the best choice for the high-end products in the FMCG to use CCTV for brand communication. At the same time, according to the influence of satellite TV in various regions, advertising in local TV, greatly promote the spread of the breadth. The local satellite TV and the CCTV arrange the time cleverly reasonable, has exerted the effective media linkage fully, has realized the brand dissemination maximization.

Next, the terminal carries on the strong ground promotion activity, lets the consumer have the cognition and facilitates the purchase. Through the terminal vivid display and the display, as well as the sale spot advertisement, causes the visual impact to the consumer, attracts them to buy.

Through this kind of ground promotion and the air advertisement unifies the way, quickly promoted the Wahaha nutrition Fast Line brand recognition.

Wahaha brand promotion, not to mention is to combine the characteristics of target consumers, bold use of new media such as network as a carrier of communication and brand promotion. Mainly reflected in the activities of marketing and implantable advertising.

Activity marketing, is to use an unconventional product information transmission means, efforts to obtain more intense, more effective transmission effect, so as to eventually achieve the sale of products, enhance corporate image. In the July 2008, Wahaha and the world's largest online game "dream West Tour" announced a new upsurge of summer vacation-"Drink nutrition fast, play to dream West Tour" activity officially launched.

At the same time, the nutrition fast line for the main target consumer groups urban white-collar and student group characteristics, the product into the game. Game props, for players, is daily indispensable, and fast line of nutrition, but also daily indispensable, therefore, the two in a sense, have the same place.

Through the implantation of games, and game cooperation to carry out marketing activities and so on, to inspire many target consumers, but also to the nutrition fast sales to a new height, has become the Wahaha under the veritable fist products.

Wahaha Nutrition Fast Line also uses the target association marketing way Promotion brand. This is the "nesting action" launched by the Wahaha nutrition fast line. Wahaha solemnly pledged to sell a bottle of nutrition fast line, donated a penny for the children's New school first dedicated a hot love. Dedication to the community at the same time, but also set up the Wahaha nutrition fast line good brand image.

In short, the success of the nutrition fast Line is an integrated marketing communication success. Through a variety of promotional means of comprehensive use, line online under the linkage, so that the rapid growth of wahaha nutrition quickly popular.

How to break through strategic items?

In the beginning of the strategic single product listing, we should make full use of the power of single product breakthrough, that is, we should make full use of the impact effect of the strategic single product to cut the market quickly.

Whether the strategic single product can quickly break through the market, cut the gap, the key points are four:

The first is speed and explosive power

The basic aim of marketing is to make a big effort. Shop also to build momentum, through the outbreak of goods to form a strong, dealers and terminals to form pressure to accelerate the speed of product crowding channels.

First of all, to do a good job of explosive delivery.

Shop volume to large, the volume of many times to shop, a one-time shop, focus on human and material development of carpet-type shop, see Shop on the floor, see Shop will be paved. By maximizing the rate of the shop, we can quickly increase the market share of the terminal. In addition, the spread of goods faster. In the case that the competitor is too late to react, the goods are all paved, Zhanya channels and terminal resources.

Therefore, the concentration of resources, the concentration of all the salesman, together with distributors, in the designated market, the specified time, quickly finished the goods. Avoid the usual kind of squeeze toothpaste type of the way, concentrate resources, sudden outbreak. This is the basic Law of explosive surfacing.

The second is to strengthen the pressure of the unit area

In physics, it is only when the force is concentrated on one point that the smaller the force area, the greater the force that is produced than the one on the surface.

Do marketing as with the use of awl, we must build their own cone tip, a single point on the cone breakthrough, only to do, do not face, single point of force, less than the rest.

A single point of breakthrough, often can establish the enterprise in the short term competitive advantage, for example, in the dissemination, channel, region, price, promotion and so on only one side of the advantages, are likely to achieve obvious success.

Do the market both fast and more ruthless. Ruthless in the pull, mainly reflected in advertising and trial promotion.

In the early days of the IPO, the V9 was equally desperate for free distribution. A large number of free distribution: One weeks after 20 million tablets V9, while also doing a large number of terminal special display and regional theme promotions. This aerial bombing, ground full cooperation, just laid the V9 in 2003.

Third, fast implementation of the moving pins and back goods

Finishing the goods doesn't mean our work is over. If the goods backlog in two batches and terminals of the warehouse, did not realize the first batch of goods sold out, and then into the second batch of goods, that is, return goods, the enterprise's task has not been finalized.

Therefore, the Enterprise shop, the next task is to assist dealers to help two batches and terminal sales, so that they quickly sell the first batch of goods, quickly into the second batch of goods, so that can be the beginning of a virtuous circle.

To help two batches and terminals to seize the holidays and key sales time, to promote and test the combination of new product sales drive, so that consumers quickly accept the product.

Its four, partial breakthrough, drive the global breakthrough

This local breakthrough, led to the overall success of the model, embodied in two aspects:

First, break through the leader channel and drive all channels

Vitalize strategy to take a key breakthrough strategy to point with line to line with the surface. First start and do a good part of quality channels and terminals, give full play to its model effect, that is, to establish a "leader channel", to establish the confidence of other channels, to the point of the start to pull the surface of the start of the goal. For example, liquor channel operation is the first choice of local 4--5 home the most famous hotels, restaurants as the operating object, so that the brand quickly set up the benchmark, then the operation will focus on other channels.

Wang Lao Ji also chooses the dining terminal as the leader channel to Vitalize.

Wanglaoji tightly around the "Prevention of fire," the positioning of the choice of Hunan, Sichuan Restaurant and hot pot shop as "Wang old Ji sincere cooperation shop", investment funds and their joint promotional activities, the main way is to provide tasting products. In a provincial capital city, Wang Old Kat has 500 boxes of tasting items each month, and invests a lot. Promotion is the recruitment of promotional marketing, 40 yuan per person per day, each point to provide 12-24 tasting products, each product requirements chilled more than 1 hours, pour 6 small cups to 6 guests to drink, and finally out of thin cans and pull ring write-off. Wait a minute.

The first is embodied in the development of the catering terminal, that is, the so-called "quantity" aspect, Wanglaoji's grassroots salesman has the task every day, requests each person to visit 35 terminals each day, each person develops 3 new customers each day, each person must post 30 pop, each person must pack 3 refrigerator stickers each day. There is a large part of the terminal is the catering terminal. Throughout the country, Wang Old Kat through the salesman of this "sweep street" action, basically mastered the vast majority of the catering terminal.

Secondly, in the food Terminal "quality" aspect, Wang Lao Ji attaches great importance to the food terminal vivid Construction, the catering terminal construction becomes Wanglaoji "bridgehead". The purpose and significance of this is to let Wang old Kat's popularity quickly rise, at the same time conducive to product sales, to achieve "terminal interception" role.

Generally speaking, Wang Lao ji of the Gado era is divided into five paths, according to the order of contribution size of the sales, namely, catering channels, modern channels, special channels and traditional channels. It is first in the restaurant channel success, only to drive the Wanglaoji in several other channels of success.

Second, break through the base market and drive all markets

Wanglaoji from the birth to maturity, in the market expansion, experienced the Wenzhou, Jiangxi, Beijing three major battles. Every battle, for Wanglaoji, has different meanings. Wenzhou campaign, let the King old Kat through the survival stage, and explore a set of marketing model; The Battle of Jiangxi let the King old Kat gradually mature; Beijing campaign, let Wang old Ji from the region strong brand to become a national brand. Among them, especially Wenzhou this base area market, to Wanglaoji's success, has the decisive significance.

1995, Gado got the trademark authorization, the first launch of the King Old Kat. At first, Wang Ji attacked the national market, every province has agents.

A region-specific product, to implement the national strategy, the results are not ideal, Wang-ji quickly withdrew from most of the market.

Wenzhou market, was accidentally left behind, Gado found that Wang Old Kat in Wenzhou is very popular, the reason is that the Wanglaoji advertising slogan "Heaven and Earth righteousness Wang old Ji" to cater to the time when the Wenzhou production of fake and shoddy products caused by the image of the psychological damage.

Gado decided to focus on the Wenzhou market, its means are three:

One, strong advertising strategy. Wanglaoji ads pervasive, high-frequency advertising to Wenzhou TV station and the county-level television coverage.

Second, storm the food channel. Wenzhou food Market high consumption, is a major feature of Wenzhou, of which the most banquet. Wanglaoji with a marriage license each table to send 10 bottles wanglaoji promotion War, fast into the wedding banquet market, and successfully evade the catering channel entrance fee. After that, and then into the market, Wanglaoji will be catering Channel one by one attack.

Third, food and beverage channels to stimulate household consumption. Wang Lao Ji Deep community, did a lot of community promotion activities, completed from the food channel to the family consumption transformation.

Through these three strategies, Wang Lao Ji opened the base of the market, and explored the "Advertising + food channels," the market promotion model. and the mode of continuous enrichment and replication, led to Jiangxi, Beijing, Shanghai and other markets success.

Wen/Shen Zhiyong