Marketing planning case: how to market six walnuts nationwide营销策划案例：六个核桃如何营销全国

Marketing, the lifeblood of a business? How to market the world? Six Walnuts is a good example.

---- Zhuge Changqing

    □ Article/ Chen Haichao

   As a representative product of Yang Yuan Zhihui, "Six Walnuts" adopts Yang Yuan's original [5-3-28] walnut beverage production process, with the intrinsic quality of "safe, tasty and brain-healthy", and the brand demand of "often use your brain, drink more six walnuts". With the brand appeal of "safe, tasty and brain-healthy", the brand demand of "use your brain often, drink more six walnuts" and the external image of the famous host "Lu Yu" as the spokesperson, it has created a legendary sales of "flying" in the history of Chinese beverages, leading the national sales of walnut milk drinks for many years in a row.

   Some people described the 2012 Fuzhou Sugar and Wine Fair in this way: the strong return of Fen wine; Chen Guangbiao warm tea, herbal tea lovely debut; Wuliangye more than 100 children and grandchildren brand wild package Sheraton ...... but the most lively fighter than the walnut beverage group. Six nuts walnuts, eight walnuts, nine nuts walnuts ...... single look at the name makes people dazzled walnut drinks booth to booth to pull off the momentum, into the momentum of the sword tug-of-war.

   The leader of this wave is the Yang Yuan six walnuts. As a single plant protein drink brand, Yuyuan Six Walnuts boasts annual sales towards a platform of 3 billion yuan. Six Walnuts' road to kingdom began by prying open a corner of the market guarded by the giants, and then battling the fierce later competitors, not all the way to the top. The secretive and volatile nature of the business world is not confined to a stabbing battle, but sometimes it is also a game of dark warfare that is just as thrilling as who can hold their nerve and not make a mistake before their opponents.

   Heroes and the times

   In Yanzhao, there is no shortage of distinctive beverage enterprises, with Sunrise pioneering the first iced tea, Little Oceanian Miaolian being a pioneer in fruit milk and Lulu being the boss of almond milk. In 2005, the management team headed by Yao Kui Zhang implemented a management buyout for 3,094,900 yuan, and Hebei Yang Yuan took off its red hat and officially entered a new era. The company officially entered a new era.

  Yao Kui Zhang knew that the most pressing problem for Yang Yuan was that the business was not focused, and that the marketing force was clearly scattered: the market had entered all the mainstream beverage categories, such as carbonated, fruit juice and dairy, with as many as 15 varieties, and after some quick cuts, he selected walnut milk as the breakthrough focus.

   At that time, the dominant walnut drink was founded in 2001 in Shanxi Dazhai walnut milk, "national agriculture to learn Dazhai", Chairman Mao in the 1960s to Dazhai did propaganda, operation for five years Dazhai walnut milk logically occupy the leading position in the industry.

   To pry the walnut beverage market, Yao Kui Zhang always felt that a "fulcrum" was missing.

  As a company brand and a product brand, "Yang Yuan" does not have an industry identity, nor does it have a significant claim. Where was this gimmick hidden?

   According to rumours, during a senior management drink and chat, he suddenly said "one walnut, two walnuts ......" until he counted six walnuts. The word six signifies six, six, six, six. "Six Walnuts Walnut Milk" has been identified as the category name, which will also become a breakthrough tool.

   Zhuge Changqing: A good product must stimulate the brain cells of customers and be memorable as soon as they hear it.

   Dazhai makes "walnut milk", while Six Walnuts plays with "walnut milk".

   Why not call it "walnut milk"? The word "dew" easily reminds people of "dew", which seems to have more moisture; "milk" easily reminds people of "milk The word "milk" evokes the idea of "milk", which is as white and rich as milk, and literally makes the consumer think that walnut milk has a large proportion of nutrients, and that there is a lot of dryness and sufficient material.

   The image of walnuts as "brain-boosting and educational" has been deeply rooted in people's minds for a long time, and in order to "empathise" with people's perceptions, the six walnuts have formed a set of sophisticated words from the strength of the enterprise, the advancement of the process and the guarantee of raw materials.

   For example: in terms of corporate strength, the main point is that Yang Yuan is the drafting unit of the industry standard for walnut milk drinks in China.

   In terms of advanced technology, it advertises that it has established the "5.3.28" walnut beverage unique process, which uses cell-breaking technology to fully retain the nutritional content of walnuts while effectively removing the astringency and greasiness of walnuts.

    Zhuge Changqing: it is important to make customers trust, itself.

   2. In terms of raw materials, the six walnuts are vigorously promoted, all of which are harvested from a high-quality ecological walnut base deep in the Taihang Mountains.

   Zhuge Changqing: Deep in the Taihang Mountains, the first thing is green and healthy! This immediately reassured customers and captured their hearts.

   3. Celebrity endorsement: Dazhai Walnut Dew was endorsed by actress Sun Li, while Six Walnuts hired star Mei Ting to endorse it. Zhuge Changqing: celebrity endorsement, as fast as lightning, quickly occupy the minds of customers.

   The game between the two brands has directly contributed to the rapid expansion of the walnut beverage industry as a whole.

   Dazhai, which had been used to a good life, was less flexible in facing a series of market attacks by the system-bound Yoyuan Six Walnuts. In 2008, the company also caught a wave of good fortune when the melamine scandal broke out against milk, the invisible rival of plant protein drinks, including walnut drinks.

   Milk had long been on people's daily diets and had become a daily necessity, while the market for plant protein drinks such as walnut milk was still at the stage of incidental consumption, and the market size was difficult to compete with milk. Now the "collective fall" of the milk industry has finally given plant protein drinks the perfect opportunity to take over people's tables. In 2009, the company took advantage of this wind to overtake Dazhai, leaving the lagging Dazhai far behind.

   Lulu from across the street

   To really open up the market and gain a firm foothold, Yoyuan Six Walnuts also had to open up channels. It chose to do this from its own doorstep.

   However, in its home base in Hebei, the Lulu Group was the rightful dominant player in the industry. At that time, wholesale departments and kiosks only recognised Lulu Almond Dew, which had already reached sales of more than one billion yuan, and ignored Six Walnuts.

   The majority of Six Walnuts' sales force came from Hengshui Laobai Gan, a team that had long been on the front line and had discovered a pattern: Lulu was mainly bought in two situations: firstly, as a gift, mostly sold in distribution channels. The second is as a ladies' and children's drink, sold in restaurants.

    Zhuge Changqing: On-site research is important, without investigation, there is no right to speak.

   So Six Walnuts did not attack the distribution channel first, but used the wine sales channel to spread the goods and focused on the restaurant industry to do promotion. As a result, it sold very well in restaurants, with sales in Hebei reaching more than 300 million yuan. Consumers who had tried Six Walnuts in restaurants went to wholesale departments and supermarkets to buy it, which in turn boosted the channels to buy it.

    Zhuge Changqing: Cutting into the restaurants is the first source of customers, a wonderful move.

   The series of six walnut actions and rising sales finally caught Lulu's attention, so Lulu turned its head to follow the wind and launched Lulu Walnut Dew to grab the market.

   The first batch of Lulu Walnut Dew to hit the market also chose three provinces - Hebei, Henan and Shandong, the same base areas for Yoyuan Six Walnuts.

   After the launch of Lulu Walnut Dew, the wealthy and powerful Lulu Group immediately took out a handful of tricks - pulling up channel profits and increasing promotional efforts. Distributors' profits are about eight or nine dollars per piece, which is much higher than other similar products in the short term, and because of the large profits, the sales enthusiasm of the second batch has increased significantly. For the terminal, Lulu even launched a big promotion of "buy 4 pieces and get 1 piece free", equivalent to a 20% price cut.

   Just as Lulu Walnut Lotion was achieving good results in its first battle, a strange thing happened. The first batch of Lulu Walnut Lotion was out of stock for a long time in some of the markets where it was launched. The reasons behind this may be related to the fact that Lulu's boat is too big to turn around and the system is constrained. In addition to stock-outs, Lulu, which has been dominant in the channel for a long time, also has some "chronic diseases", such as serious cascading, plus Lulu's marketing specialist is used to being the boss, running the market is not so active, which has caused many dealers to complain.

   The shortcomings of the opponents obviously gave Six Walnuts, which could not afford to spend so much money, an opportunity.

   Six Walnuts has proposed a "star-assisted marketing" service model. In the end, it is to play the role of an uncompromising "nanny" to assist dealers in laying out goods, customer maintenance, terminal vividness construction and other work, coupled with a high rebate rate, greatly driven the enthusiasm of dealers.

    Zhuge Changqing: grasp the marketer, is to seize the key point of sales.

   In addition to the channel, Lulu has another hard point, the brand impression. In the minds of consumers, Lulu is almond dew, and only the six walnuts of Yang Yuan is walnut dew. At the same time, the Lulu walnut lotion in the terminal shop surprisingly uses the handbag of almond lotion. When the consumer came to buy almond dew, the shop owner simply told him for money-making reasons: Lulu walnut dew is also good, with a tote bag, and the price is similar, so the consumer took away the Lulu walnut dew.

  This kind of fish

What are the acts of abstaining from killing and releasing

 戒杀与放生的行为包括哪些

 1. Do not kill a living being with your own hands.

　　2. Do not abet others to kill.

　　3. Do not help others to kill.

　　4. Abstain from eating meat.

　　5. Do not engage in trades related to killing.

　　6、Whenever there is worship, regardless of what is being worshipped, use vegetarian dishes, flowers and fruit, not animal gifts.

　　7. If you see someone killing a human being, you should discourage them or buy the animal to be slaughtered with money and release it. If this does not work, or if the person does not sell the animal, then you should have compassion for the slaughtered animal, and even better if you can recite the Buddha's name or mantra for it.

　　8. Do not abuse the animal.

　　9、Other actions that are contrary to killing.

　　10. Abstain from killing and releasing animals yourself, and advise others to do the same. 

   1、不亲手杀生。

　　2、不教唆别人杀生。

　　3、不帮助别人杀生。

　　4、戒除肉食。

　　5、不从事与杀生有关的行业。

　　6、凡有祭拜，不管拜的是什么，一律用素菜、鲜花、水果，不用牲礼。

　　7、见人杀生，应加劝阻，或用钱将临宰之动物买而放之。若劝阻无效，或他不卖，则应对被杀之动物起同情心，若能为它念佛号或往生咒更好。

　　8、不虐待动物。

　　9、其他与杀生行为相反之行为。

　　10、自己戒杀放生，也劝别人戒杀放生。 

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

Click the article title to view

往期精选文章

点击文章标题查看

1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向

What are the acts of abstaining from killing and releasing

 戒杀与放生的行为包括哪些

 1. Do not kill a living being with your own hands.

　　2. Do not abet others to kill.

　　3. Do not help others to kill.

　　4. Abstain from eating meat.

　　5. Do not engage in trades related to killing.

　　6、Whenever there is worship, regardless of what is being worshipped, use vegetarian dishes, flowers and fruit, not animal gifts.

　　7. If you see someone killing a human being, you should discourage them or buy the animal to be slaughtered with money and release it. If this does not work, or if the person does not sell the animal, then you should have compassion for the slaughtered animal, and even better if you can recite the Buddha's name or mantra for it.

　　8. Do not abuse the animal.

　　9、Other actions that are contrary to killing.

　　10. Abstain from killing and releasing animals yourself, and advise others to do the same. 

   1、不亲手杀生。

　　2、不教唆别人杀生。

　　3、不帮助别人杀生。

　　4、戒除肉食。

　　5、不从事与杀生有关的行业。

　　6、凡有祭拜，不管拜的是什么，一律用素菜、鲜花、水果，不用牲礼。

　　7、见人杀生，应加劝阻，或用钱将临宰之动物买而放之。若劝阻无效，或他不卖，则应对被杀之动物起同情心，若能为它念佛号或往生咒更好。

　　8、不虐待动物。

　　9、其他与杀生行为相反之行为。

　　10、自己戒杀放生，也劝别人戒杀放生。 

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

Click the article title to view

往期精选文章

点击文章标题查看

1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向