Dingxiang Doctor begs Shapu Aisi to spare the elderly in China, but I can only beg Wanglaoji to spare the Chinese people.

Part One As a Chinese consumer, we are blessed. Looking at Chinese products, you can never tell what is a beverage, what is medicine; what is wine, what is medicine; what is health supplement, what is medicine; what is nonsense, what is medicine. I'm not talking nonsense, because all Chinese products have to be related to medicine, especially traditional Chinese medicine.

People say medicine is three parts poison, but now Chinese products all have to have some medicinal effect, and the three parts poison is gone. It is non-toxic and has no side effects, completely like "a magic grab." Difficult diseases that other countries in the world cannot conquer, here you can completely solve them for 9.9 yuan.

Is cancer impressive? It's a tough problem that even world medical history cannot conquer. Our Dongjiu liquor, together with Jiangnan University, has researched an anti-cancer weapon.

On November 2, Dongjiu and Jiangnan University released a research statement saying that liquor can fight cancer, and Dongjiu has the highest content. Liquor fighting cancer? Shouldn't this discovery be nominated for a Nobel Prize? Dongjiu is insulting consumers' intelligence, and it was exposed by sharp-eyed media. Angry, Dongjiu maliciously complained about self-media accounts online, but this press conference was a complete failure.

Cataracts are another difficult problem in world medicine. In other countries, surgery is the only option, but in China, we only need a small Shapu Aisi eye drop to treat cataracts. It sells 750 million yuan a year, and its cost is only 1.45 yuan.

Is longevity impressive? It's another tough problem that the whole world pursues but cannot conquer. But in China, a small can of beverage solves the longevity problem.

Indeed, Li Chuyuan, chairman of Guangzhou Baiyunshan, announced that drinking Wanglaoji extends life by 10%. Yes, it can extend life by 10%.

In this regard, Dongjiu should learn from Wanglaoji. They are too shy. They said liquor can fight cancer and Dongjiu has the highest content. Our Wanglaoji is very direct. We don't say herbal tea; we directly say Wanglaoji.

Why did Chairman Li not even keep the last fig leaf of "herbal tea"? Because Wanglaoji used to be synonymous with herbal tea. But now Wanglaoji has Lianzi Shuang, Xia Sangju, and Tiegun Yam. You can't abandon these brothers and sisters. Who knows which product will create brilliance again? We need to plan for the future to win it back.

And we don't require you to drink it often. What if you get diabetes? After all, the quality of products from OEM factories cannot be guaranteed—because in the rapid development, some enterprises producing fake goods were also incorporated. So we don't need words like "drink every day" or "drink two cans at a time." Just drinking Wanglaoji extends life by 10%. A true magic medicine—no, a magic beverage.

In the future, the slogan "Drink Wanglaoji to avoid getting heaty" should also be changed, since it's now shared. Change it to "Drink Wanglaoji if you fear death"

Part Two We need to look at this "scientific research result": there is a definite number, not 1% or 2%, but 10%—doesn't it feel like "only 998"? Generally, consumers know that numbers ending in 5 or 0 are less credible. So now beverages come out with 6 walnuts, 32 almonds, etc. But because of many doubts, these numbers are also not credible.

According to research, consumers prefer products with numbers over those without, feeling that the effect is reliable. Having a precise number represents that the company has done research.

It is precisely by seizing this consumer psychology that Guangyao chose the number 10%, which looks fake and is actually fake, to announce. Choosing "evidence" with numbers is not the first time Guangyao has done this. As early as 2010, Guangyao claimed through a third-party company that the Wanglaoji brand value was 108 billion yuan. Until today, China's number one beverage brand Wahaha has not sold over 100 billion. But seven years ago, Wanglaoji's brand value was already 108 billion.

The logic behind Guangyao is not simple. In 2008, JDB donated 100 million yuan in the name of Wanglaoji. In 2009, all Chinese media were attacking the Xiakucao problem of herbal tea. Although there were negative reports, JDB, with the support and assistance of the Herbal Tea Association, overcame this difficulty, making the Wanglaoji brand more famous. In 2010, JDB donated 110 million yuan for the Yushu earthquake in the name of Kunlun Mountain, reminding people of what this company did for Wenchuan two years earlier. For a time, Wanglaoji's reputation as a conscientious enterprise soared.

When brand reputation is at its highest, it's time for the enterprise to harvest. And the harvesting enterprise is definitely not JDB, but only the brand owner, Guangzhou Baiyunshan Pharmaceutical. To let consumers know the identity of the brand owner, Guangyao unilaterally announced the Wanglaoji brand value of 108 billion.

Well, such a great brand, Guangyao didn't even use it to name itself, treating fame and fortune like dirt. That shows something.

Part Three Some say I am a typical Wanglaoji hater. Wrong. I can't stand the shameless tricks of Guangyao, the state-owned enterprise bigwigs, deceiving consumers. But I silently support good things for the industry. For example, Wanglaoji's sugar-free beverages launched this year, the black Wanglaoji, Wanglaoji herbal tea shops, etc. You can see I haven't said a word against them.

Although the ideas of these products are immature, it can be seen that these actions are exploration, which is better than pure copying.

It is undeniable that Wanglaoji, over 5 years, has made consumers forget the brand that once made it popular; then used low prices to grab market share. In marketing, there is a biggest false proposition—how high prices defeat low prices. Facts prove that high prices can never defeat low prices. Those cases where you see high prices defeating low prices, actually the low prices are living better. And when low prices are introduced to the capital market, low prices can erode the high-price market, and then by harvesting leeks, gain greater profits.

Taobao's popularity is due to low prices, the sharing economy is popular due to low prices, B2B ordering software platforms promote because they can get goods at low prices, Adidas and Nike choose Indonesian OEM because Chinese labor costs are rising. Although the quality of Adidas and Nike is not as good as before, they still insist on producing in Indonesia and other countries due to costs.

Similarly, in recent years, low prices, harming others to benefit oneself, coupled with consumer forgetfulness, Wanglaoji has indeed reached the harvest season. No one will mention again that Guangyao's VC Yinqiao tablets used mountain silver flower instead of honeysuckle. And no consumer will feel that without a certain company, Wanglaoji might have become another Cao Qinghuan.

In recent years, Wanglaoji has been testing consumers' bottom line.

First, they changed the 3.5 yuan product to 2.5 yuan, bribing distributors and stores to please consumers; then they bribed some KOL opinion leaders. Money makes the mare go. I often see some big V's in my circle of friends attending Wanglaoji meetings, shouting for Wanglaoji, while they used to be pessimistic about Guangyao Wanglaoji and were firm supporters of "high prices defeat low prices."

(Face-slapping same-city delivery)

Through strong public relations and public opinion guidance, it made competitors miserable. But it forgot that its own today is all imitation of competitors. When competitors' energy is spent on price wars and public opinion wars, how can they have energy to find a breakthrough for herbal tea?

Those who rent brands will not invest sincerely anymore; they just want to use the brand to collect IQ tax. Let Guangyao find new ways to play, but it only has price wars.

Consumers have believed that the fake monk in red robes is the true great monk. His heart is red, his scriptures are red, everything about him is so bright.

Chinese people have always laughed at poverty but not at prostitution. Yesterday you ignored me; today I make you unreachable. You have money, so you can call a bunch of stars to make you happy; you have money, so making 100 million is a small goal; you have money, making billions makes you painful; you have money, even if no one calls you to dinner, international dignitaries queue to see you; you have money, you can even say Wanglaoji extends life by 10%. Money is good!!!

Actually, this is also a test. If consumers can accept that Wanglaoji extends life by 10%, then Wanglaoji can sell at high prices again and harvest leeks.

Don't think others are stupid; they are just testing your bottom line. Don't laugh, don't make a fuss, you'll forget in a few days. Wanglaoji will find new ways to test your bottom line, only to harvest your IQ tax in the future. You can't escape.

The horror of monopoly is this: in the future, you'll not only believe Wanglaoji extends life by 10%, but you'll believe in immortality. But first, they need to feed you some chicken soup, so that in the future you'll become fish soup for others...

This year, Wanglaoji's slogan is still "Celebrate an auspicious year, drink Wanglaoji." This slogan was also snatched, and now it has become yours. Liu Qiangdong said a good sentence: "Thirty years ago, we said common prosperity. Now, tens of millions of poor people are the shame of the rich." Don't think about deceiving consumers to extend life. With that energy, study poverty alleviation. Stop playing number games...

For this auspicious year, I'll just hehe...

Source: FMCG First Edition (ID: nalanzt)

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