Jiaduobao VS Wang Laoji: What kind of war? Seek an answer

Since Jiaduobao and Guangyao broke up due to the trademark case of Wang Laoji, the marketing war between Jiaduobao and Guangyao has inevitably started. This is an unprecedented and continuous commercial war. Although the outcome is still inconclusive, the commentary on this war is like snow in the twelfth month. What is "uneasy"? The reasons are numerous and confusing. Recently, there was a comment on this marketing war-what is channel strangulation-the brand interception power of channel war, which claimed: "This unprecedented marketing war has given China marketers a valuable opportunity to understand the real winning factors of China marketing, as well as the causal relationship and priority relationship between these factors, to correct" brand determinism "(including idealism and positioning theory) and to judge a brand with an argument that denies the brand positioning system. We should be fair to see that Wang Laoji in the era of Jiaduobao used the positioning theory system to reposition Wang Laoji, who was originally a medicinal diet drink, as a "drink to prevent getting angry", redefined the category of herbal tea, and took the lead in occupying the consumption mentality of "being afraid of getting angry", which made Wang Laoji's brand take off. After the category breakthrough, Wang Laoji used category tactics to expand the category of herbal tea with several herbal tea brands, so that Wang Laoji, the leading brand of herbal tea category, became the biggest beneficiary and achieved greater success. A successful enterprise in the brand strategic positioning system in the past is now facing strong competition from the first brand in China, which is cultivated by itself and valued at 654.38 billion +008 billion. If Jiaduobao doesn't pay attention to positioning, mind and category status in this commercial war, I'm afraid even God won't believe it. The battle between Jia Duobao and Wang Laoji is indeed an unprecedented marketing war. In order to win this war, Jia Duobao has invested a lot in all aspects. But just like "any war has only one ultimate goal", Jiaduobao has only one ultimate strategic goal in this war. What is the ultimate strategic goal of Jiaduobao? Very simple-"Let Jiaduobao replace Wang Laoji as the first brand of China herbal tea in the shortest time"! Strictly speaking, enterprises can't create brands, and brands and brand status only exist in the hearts of consumers. In other words, "replacing Wang Laoji as the first brand of China herbal tea" is still a battle for consumers' minds. No matter what tactical sequence Jiaduobao uses in this commercial war, its purpose must be to serve this ultimate strategic goal. How to prove that this war is a psychological war? In this war, how did the channel war, public opinion war, advertising war and patent war used by Jiaduobao serve this ultimate goal strategy? Perhaps we can get some inspiration from the discussion of the following questions. Why is it called "Jiaduobao" instead of others? First of all, let's take a look at why the new brand launched by Jiaduobao is called "Jiaduobao" instead of other names. Some insiders believe that "Jiaduobao" is not suitable for the brand name of herbal tea. Herbal tea is a treasure of Chinese herbal medicine culture. Most herbal tea brands on the market have a long history, and the name Jiaduobao is a new brand name, and its historical precipitation is even more difficult to talk about. Then, why use "Jiaduobao" as the brand name instead of a brand name that is more in line with the historical and cultural tonality of herbal tea? Because, Jiaduobao understands that activating the "Jiaduobao" brand is "the only correct choice" in terms of consumers' mental cognition. There are two important factors that determine the necessity for Jiaduobao to choose "Jiaduobao" to replace the original red pot Wang Laoji as the new brand name of herbal tea. First, "Jiaduobao" is the only name that can be associated with Wang Laoji, a red jar in the past. The ultimate goal of Jiaduobao is not to reshape the brand of Wang Laoji. The risk is too great and the cost is too high. Instead, I want to transfer consumers' brand awareness of the original Wang Laoji to the new brand and continue its image and status as the first brand of herbal tea. If a new brand name unrelated to Wang Laoji is introduced, it will take a long time for consumers to establish their awareness of the new brand name, and the relationship between the new brand and Wang Laoji and Jiaduobao will become very complicated, which will definitely create obstacles for consumers to establish brand awareness. Second, "Jiaduobao" is not an unknown brand name. As the producer of the original red jar Wang Laoji, Jiaduobao donated 654.38 billion yuan in the 2008 Wenchuan earthquake and the "buy-out of Wang Laoji" incident, which was widely recognized. Later, in its donation to the Yushu earthquake and a series of public welfare activities, the name Jiaduobao has always been the main body of its public welfare image. After a long period of accumulation, the term Jiaduobao has gained a certain popularity and reputation in the public mind. If a brand name is not recognized by the public, then the brand assets accumulated before will be difficult to undertake and continue. The most important task for Jiaduobao now is to quickly guide consumers to establish the brand awareness of: (Jiaduobao = the original red pot Wang Laoji). Since the launch of a package printed with the words "Hong Lao Ji" and "Jia Duo Bao", Jia Duo Bao has continuously increased its advertising efforts, such as "authentic herbal tea, produced by Jia Duo Bao", "I'm afraid of getting angry, and now I drink Jia Duo Bao", "The leading red canned herbal tea in China is now renamed Jia Duo Bao" and "It's still the original formula, with a familiar taste", constantly emphasizing the important information that Wang Lao Ji changed his name to Jia Duo Bao, which is precisely the purpose. In the case of losing the right to use the brand and the urgent competition situation, it is undoubtedly the most scientific and wise choice for Jiaduobao to follow the public's cognition and use "Jiaduobao" as the brand name and increase its communication. What role did the channel blockade play? Must stop a powerful attack! -What is the most powerful blockade in commercial warfare? That is: keep the enemy away from you so that you can't fight! Facing Wang Laoji, the first brand in China, who has gone through 17 years of hardships and invested tens of billions in personal cultivation, with a valuation as high as 108 billion, Jiaduobao knows the power of the brand better than any other enterprise. Using strong channel advantages to block Wang Laoji is a means that Jiaduobao must take. In advance, the dealers will be urged to purchase in large quantities, which is in a supersaturated state, and an exclusive agreement will be signed with the dealers, so that the dealers can't and can't introduce Wang Guangyao Laojiao again. This drastic tactic quickly established a strong channel barrier for Jiaduobao in a short time, which made it impossible for Wang Guangyao Laoji to reach the battlefield against Jiaduobao smoothly and in time, or greatly reduced its opportunity to enter the market and display space; In addition, because the contact point between Wang Laoji and consumers in the Guangzhou Pharmaceutical Red Pot has been greatly reduced, the threat of Wang Laoji's original brand image to Jiaduobao has been minimized. However, the channel blockade of Wang Guangyao Laoji by Jiaduobao may only be a short-term behavior in the end, or it may only have a strong effect in the short term. First of all, there may be only one chance for the channel to press the goods. This method is carried out when competitors are not fully prepared and channel suppliers have no more choices. This channel ban, Jiaduobao has an asymmetric advantage over Wang Laoji in the initiative of channel scale and timing. Secondly, in the second year of head-on competition, channel providers will face more choices and their opponents will be better prepared. If Jiaduobao uses this method again in the second year, it is likely to violate the relevant provisions of the Anti-Monopoly Law. Looking at the essence through the phenomenon, short-term means often serve the ultimate and long-term strategic goals. In the long run, the significance of channel blockade to Jiaduobao's ultimate strategic goal lies in "winning valuable time for Jiaduobao to establish brand awareness" and "providing sales trust for Jiaduobao to become the first brand of herbal tea in the first year of competition". Enterprises can never be isolated or forced for a long time. Only consumers can really influence the choice of channel providers, and occupying consumers' mental cognition is the ultimate king of the brand. How important is the appearance patent? Jiaduobao has lost the brand name of Wang Laoji, and the original decoration design patent of the red Wang Can Laoji cannot be lost, because the packaging image of the original red Wang Can Laoji is the most important brand core element and an important image communication carrier besides the brand name of Wang Laoji. The original red jar of the appearance image of Wang Lao Ji's red products has been deeply rooted in the hearts of the people, and this appearance image has formed a very big image difference with other herbal teas. If "Wang Lao Ji" is a person's name, the appearance image is his appearance and clothes. Consumers use the words "Wang Lao Ji" to identify Wang Lao Ji in language and hearing, and visually identify Wang Lao Ji in big red packaging. The significance of appearance patent right for Jiaduobao lies in that it can enable Jiaduobao to inherit the original appearance image of Wang Can Laoji to the greatest extent, and minimize consumers' cognitive obstacles to Jiaduobao. If Jiaduobao can win the appearance patent, it can not only continue most of the original product images, but also prevent Wang Guangyao Laoji from following up because of the exclusive features of the appearance patent, thus establishing a visual barrier with Wang Guangyao Laoji and other herbal tea brands. However, if Jiaduobao loses its appearance patent right, its disadvantages will have a negative effect on Jiaduobao, which will be the biggest disaster after losing the right to use Wang Laoji's trademark. In order to let consumers transfer Wang Laoji's original brand awareness to Jiaduobao with the fastest speed and the least cognitive obstacles, Jiaduobao must inherit and continue Wang Laoji's unique original brand elements to the greatest extent. Of course, all this must be based on the premise of winning the patent right of appearance. What does public opinion mean? In this commercial war, the battlefield of public relations and public opinion will be the most important battlefield of Jiaduobao, because it directly determines the direction of public opinion and the choice of the public! Since the lawsuit between Jiaduobao and Guangyao about the trademark case of Wang Laoji started, the public opinion on the Internet (mainly from netizens' comments and online comments) has been inclined to sympathize with Jiaduobao. Netizens expressed their support for Jiaduobao for several reasons: First, Jiaduobao has made great contributions to the herbal tea industry in China; Second, it is believed that Guangyao is robbing Jiaduobao of the fruits of labor, and it is not optimistic that Guangyao can manage Wang Laoji well; Third, Jiaduobao's public welfare image has been recognized by most netizens. As an echo, Jiaduobao never forgets to emphasize its great efforts and contributions to the herbal tea industry and public welfare undertakings in China in every corporate announcement. In order to prove the name of its authentic herbal tea, it invited Jianyi Wang, the great grandson of Wang Zebang, the founder of Wang Laoji, as its testimony, and always positioned itself as a victim in every announcement, in order to gain wider recognition and sympathy, thus adding a negative image to Guangyao. A series of brand public relations actions have won public support for Jiaduobao. In addition, the recent brand sponsorship activities of Jiaduobao are also in full swing around social hotspots, involving the London Olympic Games, the large-scale music review program "The Voice of China" and the large-scale public welfare action for aiding students. The spread is wider and more interactive, which makes the brand image of Jiaduobao spread to the greatest extent in the shortest time, and also helps more people to pay attention to this event. The support of public opinion has undoubtedly added a vital weight to Jiaduobao in this war and accumulated a mass base for Jiaduobao's brand. Some people say that the market does not believe in tears, and sympathy does not mean consumption. But if the sympathy and unity of consumers form an atmosphere, conformity will naturally occur. Consumers have their own likes and dislikes. Under the same conditions, who wouldn't choose a favorite brand? How to judge the outcome? After years of hard work, Jiaduobao won the hearts of the people with the cognitive concept of "Wang Lao Ji = authentic herbal tea". Now, there is still a long way to go to change this cognition, transition to "Jiaduobao = original Wang Laoji" and further transition to "Jiaduobao = authentic herbal tea". In the case that product formula, manufacturing technology, production capacity, channels, sales team, media resources and brand operation ability are all dominant, it is bound to become the most critical and arduous task to win the consumer mentality. Therefore, the criteria for deciding the outcome of this war will be very simple-those who win the hearts of the people will win the world! Welcome to discuss your views with He Yishan (formerly known as He Shan), the author of glob Brand (Global Brand Network). He is a senior advertiser and has many years of experience in brand positioning theory, and is good at brand naming and brand positioning. He used to be the planning manager and account director of 4A local advertising company. Welcome to discuss your views with the author. ) Enter the article list of He Yishan.