Zhongxin Finance, January 11 (Zuo Yukun) Herbal tea Wang Laoji has been drunk by many people.

Have you ever imagined such a scenario?

　　When visiting relatives during Chinese New Year, one person and one box will drink tea according to their surnames: "Lao Zhang, this is your Zhang Laoji", "Xiao Yuan, this is your Yuan Laoji", "Who else's Ouyang Laoji", "Yuwen" Laoji, come on, cheers!"

　　Whether you are excited or not, many netizens have already acted.

Recently, the herbal tea brand Wanglaoji has launched a version of Baijia surname. In addition to the traditional "Wanglaoji", consumers can choose "X Laoji" jars with other surnames.

　　What kind of "medicine" does Wanglaoji sell in this "herbal tea gourd"?

Image source: Wanglaoji's official Weibo

Monthly sales of 100,000+, what kind of Lao Ji are you?

　　All kinds of "Laoji" poured out overnight, and consumers directly called Wanglaoji's marketing genius: "Take the road of piracy, so that piracy has nowhere to go."

　　Of course, piracy may not dare to be so crazy...

　　In 2021, Wang Laoji used a wave of surname cans to swipe the circle of friends.

In 2022, with the packaging and marketing innovation of the surname jar version 2.0, Wang Laoji won the new year's start in one fell swoop.

The customized cans have been launched for 3 days, and many surnames have been shown to be out of stock. The Wanglaoji flagship store also ranked first in the daily sales of beverages on the Tmall platform on January 3.

　　According to the announcement of Wanglaoji's flagship store, when the first wave was launched, the Wanglaoji surname totem activity provided a total of 115 surname totem products.

In addition to "change surname", each surname has a corresponding totem design to represent the respective clan culture, and its origin story is attached on the side of the package.

Image source: Wanglaoji's official Weibo

　　The official website of the State Intellectual Property Office shows that Wanglaoji’s affiliates have been applying for the Baijia Laoji trademark since February 2021, paving the way for subsequent marketing. circled.

　　However, "115 families are happy, hundreds of families are sad", some surnames have not been produced and sold due to trademark registration and other reasons, such as Zhang, Liu, Xu, Wu Laoji, etc., which have been registered trademarks.

On the evening of January 6, Wanglaoji added 100 (without totem) surname custom cans, and the speed of this wave of "Judge" is also very amazing.

　　As of January 10, the monthly sales of Wanglaoji Baijia totem cans in Tmall flagship store has exceeded 100,000.

And due to the soaring sales of the event, the factory is expediting production, and the order is estimated to be shipped within 20 working days.

Lao Wang "changed his surname" and doubled his worth

　　Rising sales also brought a steady stream of real money.

　　In Wanglaoji flagship store, the price of ordinary Wanglaoji is 3 yuan per can, while the surname totem version is priced at 99 yuan per box of 12 cans, and the unit price of 8.25 yuan is nearly three times the price of ordinary Wanglaoji, but it has attracted many people who were originally interested in Wanglaoji. People with no interest scrambled to buy it.

　　"Fortunately, my surname is Wang, and I only need to spend 3 yuan." "I even saved 3 yuan, and I don't have my surname at all!"

　　Naturally, Wanglaoji will not let this group of people go. He has launched a personalized custom can service on the WeChat applet, where you can add pictures, text, and stickers by yourself. The price is also 99 yuan per box.

　　Compared with other brands of customized products, Wanglaoji’s threshold for ordering a box is not low.

Taking Coca-Cola as an example, the personalized cans on its applet can be ordered from one can, but the price is as high as 19.9 yuan per can.

On the online shopping platform, the price of unofficial Coca-Cola custom cans is about 5 yuan per can, and if you buy more, you will also receive a gift box light string.

Comparison of Wanglaoji and Coca-Cola customized products.

　　The relevant person in charge of Wanglaoji once explained to the media that the price difference represents the cost difference between different products.

　　"The cost of personalized customized products is different from that of mass-produced products. Wanglaoji's customized products are products jointly created by Wanglaoji and consumers, and contain more emotional meaning, cultural value and production cost. The current sales also show that customized products have been favored by the market. Approved," the official said.

Behind the hot sale, herbal tea cools down

　　From the well-known advertising slogan "Fear of getting angry, drink Wanglaoji" to the eight-year red-can dispute with rival Jiaduobao, the three words "Wanglaoji" seem to exist more in Internet news than in Internet news. It prefers to appear on the dining table of young people.

　　According to the annual report of Guangzhou Baiyunshan Pharmaceutical, the parent company of Wanglaoji, affected by the epidemic, the revenue of the general health sector, which mainly focuses on Wanglaoji products, will drop by 25% year-on-year in 2020, ending the three-year rise and returning directly to the level in 2016.

Wanglaoji's drinking scene is increasingly limited to catering, Spring Festival and weddings, which may be the explanation for the huge impact of the epidemic on Wanglaoji.

Image source: Wanglaoji's official Weibo

　　Going cold is not only Wanglaoji, but also the whole herbal tea industry.

According to the report of the Prospective Industry Research Institute, from 2012 to 2017, the growth rate of the herbal tea market was 16.7%, 15.9%, 15.1%, 15%, 9.7% and 9.1% respectively, showing a downward trend year by year.

According to Kantar Worldpanel, as of June 2019, the penetration rate of herbal tea in households has dropped from over 50% to 45%.

　　In the rapidly iterative beverage market, 0-sugar sparkling water, NFC juice and various instant teas are impacting Wanglaoji's basic sales.

In order to cater to the preferences of young people, "Baijia Surname Pot" is not Wanglaoji's first effort.

　　Wanglaoji's attempt to make a fuss about the packaging of cans can be traced back to 2015, from the launch of the first customized can product Wanglaoji Wanwanxiangji, the joint comedy IP "Unexpectedly", to the launch of "Peace Elite" and "Fantasy Westward Journey" in cooperation with games. Customized cans, "Lucky Cans", took a lot of thought.

　　Wanglaoji's innovation in single products has not stopped.

In 2016 and 2018, Wanglaoji keenly captured the two major trends of "low sugar and sugar free" and "bubble drinks", and began to "reduce sugar and fat" and "pump up" in herbal tea, far ahead of other peers.

　　However, Wanglaoji's product innovation pace of "fighting his life" has not been successfully transformed into a hit.

The 194-year-old brand, which surpassed beverage giant Coca-Cola in 2006, is still trying to find a reason for young people to drink herbal tea.

　　In the Spring Festival, the most important traditional festival in China, Wanglaoji makes another effort. Are you ready?

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