INDUSTRY

戴利和他的存在，寻找一个与竞争对手不同的个性还要求对不同的需求带来的好处，一步占领消费者的心。王老吉，这是一个必须拥有的途径挑战者措施“的入侵。”因此，凉茶行业的“龙头”的为一个伟大的“紧张争夺，争风相对”的趋势。

的直接“火热年底清，杨力”或“点燃了”预防？而在结束其正在或汪级？也许这是现在消费者选择中草药混淆。

自2003年以来，凉茶将席卷广东沿海国家，导致消费者在饮用从一个单一的上级部门分类的方式，同时通过“非物质文化遗产”的申报成功，在一举人饮用成为不可或缺的作用。

如此诱人的蛋糕，当然前，敏锐的厂商将不会错过，一时间，许多草药茶“军兵”崛起，即时，凉茶市场也高涨，伟大的追逐军阀鹿潜力。在整个战斗的凉茶，最震撼的战斗精神，非“王老吉”和“和它的”必须去。

全新的，轰动
直到2002年，王和吉尔吉斯斯坦
相当疲软运行7年多，一直不明，坚持的一面。 2002年，进入美国和吉尔吉斯斯坦的专业品牌公司要为王品牌策划，市场调研，通过其重新建立品牌个性──预防点燃独特需求。 “预防上火，”消费者满意的饮食消费，尤其是在油炸食品，烧烤，辛辣食物时）特别想能够点燃预防需要的享受，但是也有一个高度分化，使汪集回避与可口可乐等饮料的国内和国际竞争的大小麦的一角，开辟了独立的生存空间。准确的品牌定位，以便快速冲刺王纪红，销量达到2002年，2003年的60.0亿的销售额2004年的销售额为15亿美元的销售额在2005年的2.5亿美元以上的销售额为1.8亿美元。王老吉

通过“预防点燃”重磅炸弹？

以实现更大的突破，尽管面临着这样那样的困境，在不到5年，携手加入公司，于红汪集，汪及走出困境医药，让依赖1享有超过170年的历史的老品牌企业振兴的春天。王老吉枯木逢春的原因，主要是由于其强大的品牌创新意识：

定位创新

原草药茶是当地毒品广东饮料产品，清热毒袪暑湿。比广东，广西外，并没有凉茶的概念。而且在广东省，凉茶行业的竞争非常激烈，凉茶品牌黄振龙，阿贞，也占据了市场的一部分。从这个角度看，如果红汪其作为凉茶卖，显然不是在这个市场上令人满意的能力。难以出售作为草药茶，喝同样的困难。如果你看看整个饮料行业，碳酸饮料，果汁，矿泉水已经建立，如自己的地位。王老吉以红色金银花，甘草，菊花等草本植物熬制，有淡淡的味道方面药味中，有不小的障碍，除了3.5元/罐的零售价，如果不是至上的饮料红汪其竞争对手，除必将在饮料市场上不能取得突破。这就使红色王老吉面临一个很尴尬的局面：不应该坚持两地，也不能在全国范围内推广。

为了摆脱这种尴尬，因此有必要重新定位的产品。他们的研究发现，消费者喝的烧烤，登山等活动红广东汪积多次，他们的红色汪期评估将不会被点燃时，谈论。这些消费者的认知度和购买消费者的行为表明，红汪集消费者没有治愈的要求，但作为一个功能饮料购买，购买红色汪积真正动机的预防点燃的。

And its being “cutting plan” Wong Lo Kat (1)

Daly and his being, to look for a personality distinct from competitors also demand the benefits of the demands of the difference, the one step forward to occupy the mind of consumers. Wong Lo Kat This is a must have measures to Ways Challenger “invasion.” Therefore, the herbal tea industry “leader” of the scramble for a great “tension,争风relative” trend.

in the end to direct “fiery-ching, Yang-strength” or to “the prevention of lit”? And in the end to its being or Wang Ji? Perhaps this is now a consumer choice herbal confused.

Since 2003, herbal tea will be swept by the Guangdong coastal country, leading consumers drink at the same time fashion from a single division in the superior category, through the “non-material cultural heritage” to declare success, in one fell swoop people drink to become an indispensable role.

so tempting cake before, of course, keen vendors will not miss, one time, many herbal teas “军兵” rise, instant, herbal tea market is also surging, great warlords of the chase the deer potential. Throughout the battle for herbal tea, the most fighting spirit shock, non-”Wong Lo Kat” and “and its being” must go.

brand new, blockbuster

Until 2002, Wang and Kyrgyzstan have been tepid to operate 7 more than a year, has been unknown, stick side. In 2002, the professional brand companies into the United States and Kyrgyzstan to do for Wang brand planning, market research, through its re-established brand personality unique demands ─ ─ prevention lit. “Prevention is lit and” Satisfied consumers consumption in the diet, particularly in the enjoyment of deep-fried food, barbecue, spicy food when) would particularly like to be able to be lit prevention needs, but also has a high degree of differentiation, making Wang Ji avoided with the Coca-Cola such as domestic and international beverage giant tip of wheat competition, opening up a separate space for its survival. Accurate brand positioning so that the rapid spurt Wang Ji-hong, sales soared in 2002, sales of 1.8 billion in 2003 sales of 6 billion in 2004 sales of 15 billion in 2005 sales in excess of of 2.5 billion. Wong Lo Kat

through “prevention lit” blockbuster?

in order to achieve greater breakthroughs, even though faced with the plight of one kind or another, in less than 5 years, hand in hand to add the company, relying on Red Wang Ji, Wang Ji medicine out of the dilemma, let a enjoy more than 170-year history of the old brand enterprise revitalized the spring. Wong Lo Kat枯木逢春reason was mainly due to its strong brand awareness of innovation:

positioning innovation

original herbal tea is a local drug Guangdong drink products, for clearing away heat and toxic sleeve opening暑湿. Other than in Guangdong and Guangxi, it has not the concept of herbal tea. But also in Guangdong Province, herbal tea industry competition is quite intense, herbal tea brand黄振龙, Ah Ching, also occupied a part of the market. Seen in this light, if the red Wang Ji as a herbal tea to sell, obviously not a satisfactory capacity in this market. Difficult to sell as a herbal tea, drink the same as difficult. If you look to the entire beverage industry, carbonated drinks, fruit juices, mineral water has been established, such as the status of their own. Wong Lo Kat in red honeysuckle, licorice, chrysanthemum, and so熬制herbaceous plants, have faint药味Medium on the supremacy of beverages in terms of taste, there are no small obstacles, in addition to 3.5 yuan / cans retail price, if not red Wang Ji and apart from competitors is bound to in the beverage market can not make that breakthrough. This makes Wong Lo Kat red facing a very embarrassing position: it should not stick to the two places, nor can a nationwide promotion.

in order to get out of this embarrassment, it is necessary to re-position the product. Their research found that consumers drink red Guangdong Wang Ji many occasions for the barbecue, mountain climbing and other activities, and their evaluation of red Wang Ji will not be lit when it talked about. These consumer awareness and purchase consumer behavior show that consumers of red Wang Ji There is no cure for the requirements, but as a functional beverage purchase, buy red Wang Ji real motives are for the prevention of lit. (08-9-27)