刘瑾

　　相对于新消费品牌和新茶饮高频高效的出新速度，凉茶企业的研发还任重道远。

　　百家姓的营销方法本身并不新鲜，但春节来临之际，凉茶品牌王老吉推出的百家姓氏图腾版产品成功出圈。

　　得益于被网友戏称为“山寨”自己的这波“狠”操作，该品牌收获巨大。尽管百家姓系列产品价格相较于传统款涨幅近2.5倍，但在天猫平台旗舰店的月销量已突破10万，大量产品显示售罄缺货状态。

　　姓氏营销是这套销售组合拳成功的关键。王老吉相当具有知识产权意识，据天眼查数据显示，2021年，该公司已完成了近百枚姓氏商标的注册。有了商标“护体”，王老吉借助多年来打造的柔性化定制生产能力，在辞旧迎新之际将红罐凉茶和中国传统节日的欢聚喜庆场景高度绑定，实现了产品的礼品化、场景化、社交化，顺利成为春节前爆款。

　　然而，吃到这波“改姓”红利后，王老吉能否借此打开新增长点，对利润提升起到长久牵引作用？恐怕还不好贸然下定论。

　　多年来，王老吉这家老字号企业为创新可谓“拼了老命”。改过包装，降过糖，出过纪念款，跨过界联过名，就连流行的气泡概念、加水果、加花都做过尝试。但尴尬的是，一众新品并没能为品牌打开一片新天地。

　　事实上，不只是王老吉，整个凉茶赛道近几年都陷入了增长停滞阶段。面对迅速崛起的各类饮料新消费品牌与新式茶饮现制茶，相对单一的凉茶品类似乎应对乏力。根据天猫新品创新中心公布的报告，在所有饮料品类中，凉茶增长格局略显尴尬，整体销量增长率和销售额增长率处于几乎垫底的位置。

　　此次百家姓营销成功后，王老吉还可能面临新的难题。比如，百家姓系列的“窗口”打开后，维权难度将更上一层楼。哪怕企业已经注册了大部分系列商标且获得批准，但恐怕也难以完全阻止各种山寨产品涌现。对企业而言，如何守护住“金字招牌”，是不小的考验。

　　After marketing, whether it can be converted into sustainable sales is the key.

For the retail industry, products and channels are the top priorities.

Compared with the high-frequency and high-efficiency new speed of new consumer brands and new tea drinks, the research and development of herbal tea companies should be said to have a long way to go.

Especially if there is no forward-looking and unique vision, just blindly following the trend, it is difficult to have an influence in the minds of consumers who are increasingly autonomous.

　　Of course, the advantages of herbal tea companies are also very prominent.

The accumulation of centuries-old heritage and the effect of cooling down the fire have impressed consumers deeply.

In the new retail era, herbal tea companies can formulate effective development strategies based on their own conditions.

In terms of products, on the basis of inheritance, with the goal of carrying forward, focusing on the characteristics of herbal tea, we will increase R&D and innovation, and create distinctive concepts, such as launching more subdivided products by group, and launching special products with local flavors by region. , products with seasonal attributes, etc. are launched seasonally.

In terms of channels, focus on sales in the offline market and work hard on the terminal market, such as trying popular pop-up stores, new product experience stores, etc. In response to the poor sales of cold drinks in the north in winter, hot herbal tea is launched to provide customers with better experience.

　　In short, whether herbal tea can be warmed depends on whether it can warm the hearts of consumers.

Good products and services are always welcome.