The trademark infringement dispute between the Bai family and Bai Xiang has been going on for a long time. The outcome of the contest between Li Gui and Li Kui is not difficult to surprise people, but it is difficult to say what is behind the verdict. It is clear how much Bai Xiang has won and how much the Bai family has lost.
Baijia, the brand that is currently known as the biggest convenience fan in China, is destined to leave people with too many surprises and surprises from the day it started from scratch:
2000 In 2016, he borrowed a ship to go overseas to register for the Baijia brand, proposed a dumbbell-shaped development plan, attached great importance to marketing and research and development, and based on the concept of spending less or even no money, he completed the basic production layout in a short period of time, which was a headache for most companies. ; In 2002, through the most advanced marketing techniques in the industry, it occupied the Sichuan market, and its sales exceeded that of the pioneer Guangyou; in 2006, it boldly challenged the six national departments' certification of fried instant noodles as harmless, and the limelight overshadowed the non-fried instant noodles that had always been advertised in 2007, it complained about Baixiang counterfeiting its product packaging, and at the end of the year issued a public opinion to acquire the Five Grain Dojo; in 2008, it proposed to Yunnan Rice Noodles, which aroused heated discussion, and subsequently issued a private equity financing plan for listing, etc.
After several consecutive years of hard work, Baijia has achieved remarkable results. Compared with the primary competitive methods of marketing by similar companies, Baijia's jump out has confirmed the great charm and role of marketing. It has played an indelible driving role in the development of the convenience fan industry. However, Fangyuan still has a hidden worry. How far can the Bai family, which is developing rapidly, go? Fangyuan is not unfounded for the following reasons:
First, the foundation is not strong.
In Fangyuan’s view, the rapid development of dairy companies and the precarious Mengniu illustrate at least two truths: First, industrialization will be the key to future enterprise development, especially raw materials and bases. The energy and source for the development of agricultural products companies and brands can only be achieved by opening up every link in the industrial chain and letting everything be under their own control; secondly, winning the final victory in the market does not rely on conceptual marketing, but Real product. Fangyuan believes that for agricultural enterprises, moving fast is a good thing, but more importantly, moving steadily and being down-to-earth at every step will reserve strong development potential for the enterprise. Relying on overdrafts for the future development of the enterprise will only achieve temporary gains. So fast.
Chen Chaohui, the head of the Bai family. It is not an exaggeration to say that he is a marketing wizard. Through a series of unconventional and unconventional ways of playing cards, the Bai family has reached the top of the industry and won the popularity of the market and the recognition of consumers. It's just that this marketing wizard relies too much on marketing and ignores the basic construction of the enterprise. In fact, the dumbbell-shaped development strategy has been implemented by Mengniu’s Lao Niu who is the most skilled person. Mengniu’s speed in the past was not comparable to that of the Bai family. Will Mengniu’s present be the future of the Bai family? Not necessarily, but what Fangyuan is sure of is that if the Bai family continues to develop according to the past ideas, it will either face the embarrassing situation of being restricted by raw materials or base resources, or it will be overtaken by companies with brand advantages in the upstream of the industry, such as Longda and Twin Towers. .
Laying the foundation is equivalent to practicing internal strength, and you will suffer losses if you only practice posture. If Guangyou, who has been silent for many years, wants to speak out, the Bai family may not be able to resist him.
Second, the positioning is inaccurate.
Authentic Sichuan famous snacks, Baijia instant vermicelli is the advertising slogan that Baijia has been using since its launch. There are two purposes. First, use authentic Sichuan famous snacks to establish the authentic status of Baijia instant vermicelli. With the popularity of Sichuan cuisine in most parts of our country, consumers' love for Sichuan flavor can make the authentic Sichuan flavor snacks smoothly become a consumer. The target is to drive sales in the market; secondly, Baijia Convenient Fans borrows the brand resources and influence of the local Baijia Gaoji Fat Sausage Fans in Chengdu to deepen the cultural sense and value of the brand. Through this slogan, we can clearly see that Baijia has clearly defined its target group, mainly targeting Sichuan people and non-local consumers who like to eat Sichuan snacks. The famous Sichuan snacks are actually equivalent to the Bai family's positioning of itself.
It should be said that the Bai family's use of this move was quite successful, and it made great contributions to establishing its market position in Sichuan, allowing the company to accurately direct limited resources in the target market and generate sales. The maximum benefit is undeniable. But when the Bai family left Sichuan, the limitations of its previous positioning immediately became apparent. Facing the more mass market across the country, consumers are more diverse. They are not all Sichuanese, and they may not like to eat Sichuan food or even snacks.
So facing this authentic Sichuan snack, I naturally felt a sense of rejection. According to Fangyuan, there are two ways to solve this problem. One is to continue to use the current positioning and demands and make great efforts to get the consumers to change their consumption habits. The other is to change the positioning and demands. , meet consumers with a new brand proposition. But no matter which one it is, it will test the company's capital flow. I hope the Bai family can have sufficient capital reserves and the ability to withstand pressure to solve this problem.
Third, channel pressure.
Bai family fans still attach great importance to terminals, and have invested heavily in primary and secondary market supermarkets and other systems. With supermarkets as the main battlefield, we face consumers directly and directly carry out a series of promotional activities to cultivate the consumer market and stimulate direct purchases. Although it can achieve a certain effect, it requires companies to invest a lot of human and material resources, and due to the lack of long-term interactive marketing methods, there are often situations where people buy when promotions are launched, and purchases stop when promotions stop, which falls into a vicious cycle. Increased business expenses.
In addition, the primary and secondary market operators have obvious advantages in the super terminal market. After years of development, the rapid expansion of various types of terminals and the fierce competition among similar companies, the result of the competition is Most of the risks are passed on to supply companies, which directly manifests itself in squeezing upstream companies one after another, and all costs are also rising. Enterprises are gradually becoming passive in the game with dealers, making control more difficult. Moreover, the single or severe differentiation of sales channels like Baijia's is a taboo for corporate channel planning, which can easily result in being restricted by channels, until it becomes more and more passive. After several years of confrontation with Guangyou, the profit margins of fan products have become very small, and some are even losing money to make money. On the one hand, there are various exorbitant taxes and miscellaneous taxes on the channel, and on the other hand, the price does not dare to increase. It is conceivable that the brand has room for profit. The taste of Bai family's sandwich cake must be unpleasant, and it must not be the normal way of development.
To summarize the above, the Bai family does not lack keen market acumen and clear brand awareness, and has also formed its own set of channel management and communication methods. In fact, from Fangyuan’s point of view, the Bai family now What is missing is the combination of one virtual and one real. One virtual is a systematic brand development strategy that connects every step of market operation, can promote one's own brand with purpose and theme, and lead market public opinion with clear steps. The first direction is to increase brand reputation and loyalty; firstly, it is to strengthen the company's infrastructure, including raw materials, base layout, etc., so that brand development can be based on evidence and have stamina.
Love is deep, hate is deep. Fangyuan’s original intention is just to hope that in the process of rapid development, our national brand will follow the guidance of the dairy industry and require growth speed, but do not forget to supplement more calcium.