This summer the most red drink has been swept from the capital to Shanghai

North-East Big Board, this can be said to be the most red cold drink this summer has been swept from the capital to Shanghai, quietly rushed up red. It comes from a company called Ruby from the Northeast, please note that this is not the cream cake ruby you are familiar with. What makes this obscure cold drink the hottest fried chicken in today's cold drink world?

In the author's long-term interview process, a person engaged in FMCG often taught that a brand to succeed must have three force, indispensable, that is the product force, channel power and communication force. The author decided to apply to practice, but also try to use this principle to give you the reader to dissect the northeast Big Red grounds.

The Northeast Big Board leap Red "the axes" to the electricity merchant single product "explodes the money" to create the revelation also to be all in therein.

Catch the vintage fast lane

For enterprises, in fact, there is the first product after the transmission, but for consumers, is first affected by the spread of the infection. Communication usually depends on advertising, marketing activities to achieve, but to study the north-east Board, you will find that it has not done any advertising and marketing activities, "cargo" is likely to be attracted only because of its packaging and name.

The packing of the northeast Big Board is really a characteristic. Four flavors, strawberry, chocolate and creamy flavor using transparent plastic packaging, grassland milk flavor using paper packaging, no star endorsement avatar, and even find no fancy patterns.

However, if you think that this is because they come from the distant daqing, do not know the fashion design ability, it is a little underestimate others. Take a look at this website called Daqing Ruby Ice Cream Co., Ltd., you will find that the enterprise in addition to selling the Northeast Big Board, there are many kinds of cold drinks, including everywhere similar to the heart of the cone of ice cream, packaging is gaudy multicolored.

Website Introduction said, Liu Jierong, Fan Jun couple in 1992 to create this company, the company covers an area of 10,000 square meters, has fixed assets of more than 100 million yuan, the existing staff of more than 500 people, there are various types of technical personnel, a research and development team, with five major products. The Northeast Big Board is this enterprise 2013 years development new product.

"Why is there such a very different package of new products?" "The author throws this question to the northeast Big Board Shanghai Area General Agent Liyongfei, this northeast person honest to say," The Retro Wind Bai! ”

In addition to packaging, "Northeast Big Board" name is also thought to emit a thick retro wind, seemingly simple and rough, but it is easy to make people associate to the north, produce the psychological hint of the foot of the product. Transparent packaging gives you a glimpse of what is going to be eaten, and the real "seeing is believing".

High profit channel to motivate distributors

Again to look at the channel power, supermarket store entrance fee has become the traditional retail area known as the unspoken rules, there is no certain strength to enter these channels is indeed difficult. The north-east Big Board has chosen another way to unearth the distribution network of the shop and newsstand bosses. Speaking of this, the author is a little sad, just because selling newspapers is not as good as selling popsicles, newsstand bosses are now part-time become Popsicles boss. In Liyongfei, this is called "channel sinking".

After becoming an agent in Shanghai, Liyongfei hired dozens of staff to divide the area, street to find a newsstand boss to talk about cooperation, given the conditions are also very rich, free of charge to provide a 1680-yuan freezer, the monthly subsidy of electricity 60 yuan, retail 3 yuan in the northeast plate price of 1.8 yuan. This is a huge windfall for a newsstand owner who sells a newspaper and sometimes earns only 1 cents. As far as I know, even the same price of other cold drinks, it is difficult to achieve such a large channel profit.

"We have given all the promotional expenses to the channel. "Liyongfei also does not deny that the channel profit is high.

In the channel sinking at the same time, the north-east plate channel service also more affixed to the ground, "I asked the salesman every day to run their own responsible for the various retail outlets, a day run not full, at least two days to go once, to see whether the dealer to order, delivery, we are door-to-door service "Liyongfei said.

It is understood that the Northeast big plate current channel expansion almost all rely on Liyongfei such agents, channel funds are also by the agent upfront input, including freezer costs, after the manufacturers to return to the agent for months. Agents from the factory to the same 1.8-yuan purchase to the retailer, the manufacturers will be based on sales to the agent rebate.

Liyongfei for the rebate of the amount of secrecy, but he also said, "earn a little bit more than the newsstand boss." ”

Can you keep it red?

If the first consumption is largely due to the spread of power and the role of channel forces, product strength is to determine whether the product can continue to promote consumption of a key reason. However, the author is not a product expert, can not determine the quality of products. If you want to say a little bit, it is that the product on the package labeled "Ice cream", not "ice cream."

The author learned that the state of the two names used in different standards, "ice cream" in protein and fat requirements, ice cream is not. In short, the ice cream requirements are slightly higher, the cost is also high, "but not necessarily, the standards of different manufacturers." "One of the insiders said to the author.

Liyongfei to the author repeatedly stressed that the product is good is the main reason for the Northeast big shot, "Our milk powder are imported from New Zealand, strawberry flavor, with the real strawberry." ”

For how long this problem, many people in the industry said not optimistic: "Before we did not pay attention to this channel or this form, now they fire, naturally someone will imitate." ”

Indeed, "being counterfeited" is now Liyongfei's biggest headache. At present the market also appeared emerald, Sapphire. Liyongfei worry that the quality of these counterfeit and counterfeit products is difficult to guarantee, and eventually the image of the entire category will be destroyed, "this is the most difficult and the only difficulty that we have now encountered." ”

But Ruby's business has not been too intrusive yet. In the process of chatting with the author, his two mobile phones frequently vibrate on the table, an average of 35 minutes to answer a phone, almost all to inquire about joining and purchase. It is reported that now he has put more than 2000 sets of refrigerators in the Shanghai market, temporarily no longer provide refrigerators, only to provide stock.