When it comes to lactic acid drinks, you have to mention Yakult. In the functional drinking conjecture of the list of "the first golden signboard in fiscal year 2020" published by China Business News magazine, Yakult ranked in the forefront of this category for five consecutive years and won the title of "golden signboard" for the third time. The "Golden Signboard" award requires the winning brand to maintain the other first place in this category for three consecutive years, and being included in the "Golden Signboard" means that the brand has been recognized by the works and users and has become the leader of the works.
Yakult has a history of 85 years, and many people thought it was a China brand, but in fact, Yakult, which is highly sought after by customers in China, is actually a Japanese beverage giant. What is even more amazing is that a product that has not been upgraded for decades has not only failed to decline, but has become more and more moist, and has won the reputation of "a red bottle breaks through the world".
Yakult originated from 1930, and Daitianren, M.D., Imperial University of Kyoto, successfully conducted the "intensive culture" experiment of lactic acid bacteria. At first, people named this kind of lactic acid bacteria "Daitian bacteria" in the name of doctors, which is what we often call "probiotics". 1935 in order to let people experience the advantages of probiotics, Dr. Dai Tian's Institute of Bacteriological Protection was established. At the same time, Yakult appeared, and Yakult was born through the efforts of its researchers.
Yakult's mission is to help people's intestinal health and is sought after by customers in Japan. Later, enterprise planning gradually expanded and entered foreign markets, and China was one of them. Yakult entered China in 2002 and established Guangzhou Yiliduo Dairy Co., Ltd. in Guangzhou (the products sold in Guangdong Province are called "Yiliduo").
When Yakult first entered the China market, it could only sell about 60,000 bottles a day. By 2020, this number has exceeded 7.5 million bottles. More than 40 million bottles can be sold every day in the world, with annual sales of 6.5 billion yuan. Yakult is not only popular in Japan, but also in more than 40 countries such as South Korea and China, becoming the "king of sales" every year.
With the popularity of Yakult, many domestic brands have initially launched similar drinks. For example, one day, in order to occupy this land as soon as possible, preferential activities such as "buy one get one free" and "buy two get one free" have emerged one after another. With the emergence of competitors, Yakult's market share has indeed declined, but it still has not used "cheap temptation" to attract customers. The price of five bottles has remained around 12 yuan, even 2.5 yuan per bottle; And the packaging hasn't changed.
Why can Yakult sell well for many years with a single product? First of all, in the packaging, its little red bottle has been highly recognized, and the specification of 100ml just meets the number of active lactic acid bacteria needed by ordinary people in one day. Secondly, Yakult's marketing concept is very eye-catching-promoting human absorption, and its strong product positioning has left a deepened image. Therefore, both young and old are simply yakult consumers.
Finally, different from traditional dairy enterprises, Yakult introduced a special "clan distribution" method. Yakult trains some "Yakult mothers" in various places. Many treasure moms and housewives don't have homework, so they can take advantage of their leisure time to deliver them nearby. Because Yakult has high unit price and high profit, 50% of the profit will be used as bonus, so Yakult's mother is very enthusiastic. When dealing with the last mile distribution problem, she relied on her own opinions in the community to speak for the products.
According to relevant data, in addition to traditional channels such as shopping malls, supermarkets and retail stores, the sales results brought by Yakult mothers account for one-third of the annual sales. At present, Yakult has covered 28 cities in China and trained nearly 1500 Yakult mothers.
Yakult relies on small red bottles all over the world, with an annual income of 6.5 billion yuan, and its brand has been enduring for 85 years. "Focus on understanding one thing, polish a product, and be a leader in a segment!" Perhaps this is also the reason why an enterprise can be launched for nearly a hundred years.
Is the lactic acid bacteria drink "deified" to regulate the stomach or deceive others? Nowadays, there are more and more lactic acid bacteria drinks on the market, all of which claim to be healthy. Many people think that drinking lactic acid bacteria drinks often helps to balance intestinal flora and improve constipation and indigestion to some extent. Various "sugar-free" and "zero-fat" lactic acid bacteria drinks on the market are also sought after by many people. Some people even use lactic acid bacteria drinks instead of dairy products.
At the same time, there are also voices that drinking lactic acid bacteria drinks often will have adverse effects on human health; Lactic acid bacteria beverage has high sugar content and low nutritional value. Drinking them for a long time will increase the risk of obesity and other diseases. In this regard, what is the concept of reader friend?