Fragrant milk tea is a brand-new product and brand from scratch. Its success makes it more qualified to interpret the marketing strategy of new categories. Since 2005, Shangyang (China) Company has established a comprehensive marketing strategic cooperation with Zhejiang Laourchin Food Company, and introduced a comprehensive concept and method of category strategy. Four stages of category strategy promotion: the first stage: category shaping (2005); The first stage: category shaping (2005); The second stage: category occupation (2006). At this stage, the fragrance must firmly occupy the first cognition of milk tea category through tactical collocation. The third stage: broadening the category (2007-2008) The mental core task of the third stage is to upgrade the category and further expand the market space of cup milk tea. The fourth stage: category defense (2009-present) Facing the changes in the competitive environment, Xiang Piaopiao highlights the demand for category leaders and defends competitors with the attitude of leaders.
When the fragrance is fluttering recently? Selling 700 million a year can go around the world twice? At that time, we thought that the fragrance at this stage began to lose track.
After the first reshuffle of the milk tea industry in 2007-08, a large number of small brands disappeared in the competition. The number of brands I left behind is much less than the hundreds at the peak of this category. The first camp is also basically established: fragrance is fluttering, you are happy and beautiful, and you are sweet. In a stable category, the pattern is fixed, and only by subversive means can latecomers promote the second reshuffle within the category and establish a favorable position for themselves.