Early in the morning, I came across an article by a financial author about JDB, claiming that its marketing myth has collapsed, 'no zuo no die.' I won't comment on the quality of the article, but it's clear from the piece that the author has a petty, schadenfreude mentality. A financial author who has never been in touch with the market, let alone had sales or marketing experience, talking to us about the collapse of JDB's marketing myth is like a eunuch standing outside a brothel talking about his orgasm, or fantasizing about it. Who is really 'zuo'? 1How exactly did JDB 'zuo'? Taking the original Wanglaoji brand from tens of millions to 20 billion—how is that 'zuo'? From both a brand and marketing perspective, I think JDB is impeccable. Wanglaoji has over 100 years of history, but under Guangzhou Pharmaceutical for so many years, it existed as a medicine with annual sales of tens of millions. What's there to boast about? After JDB took over operations, it created a new category of herbal tea beverages, transforming herbal tea from a medicine into a drink suitable for the masses, and expanding it from a corner of South China to the whole country. Is that 'zuo'? From medicine to plant-based beverage, from herbal tea shops to FMCG, from traditional plastic packaging to the classic red can—which of these is not innovation, not creation? How is that 'zuo'? Many people attack positioning, saying it's overhyped, fooling and harming many enterprises. Undeniably, some consulting firms centered on positioning have deified and absolutized it. Objectively speaking, positioning has made significant contributions to the brands of JDB and Wanglaoji. But many have lost their judgment, believing that positioning is the sole factor in the success of JDB and Wanglaoji. I have always believed that brand and marketing cannot be separated; marketing centered on brand strategy is what makes products sell well, sell widely, and sell at high prices. If you're not blind or mentally deficient, you wouldn't believe that just positioning made JDB and Wanglaoji successful. Who can you blame? Poor learning, following the crowd, or being confused? If some people don't understand, they shouldn't talk nonsense, nor should they blindly shout: JDB's victory is due to positioning. If you still think that way, I'm ashamed to be associated with you. JDB took a single product (though later there were bottled and combo packs) to over 20 billion, and Wanglaoji is estimated at around 8 billion (just an estimate, not precise, based on ex-factory price, not playing games). Such market scale shows the extreme precision of their marketing and sales management. Their channel model for controlling terminals is more difficult and refined than Wahaha's or Master Kong's. You, a little eunuch, while JDB is working hard, dare to shout so presumptuously outside the door, fantasizing about orgasm? Kid, you've got a lot to learn and a lifetime to study. Don't say I didn't warn you. Unfortunately, some things, even if you learn them, you'll have no use for them. 2Is JDB's gold can a major blunder? I can only say you're a big fool. Changing the packaging is changing your thinking; taking the initiative is better than disguising as Wanglaoji. In early 2015, when JDB switched to the gold can, many worried that the red can was already a symbol and hard to change. The name changed, the red can symbol changed too—more precisely, it was taken back through lawsuits. So, can JDB survive? Can it get through? These might be concerns of industry and marketing people, but they got through it, and sales even increased. How is that a major blunder? For theories and tools like brand and positioning, you must not apply them mechanically or dogmatically. Many think that once positioned, it can never change. Facts prove that thinking must not be rigid. The idea of proactive differentiation is correct: independent and self-contained. Without JDB's support, how helpless Wanglaoji must be, haha. 3On corruption and politics First, let's address the first issue. Actually, as marketing people, we shouldn't be discussing this here, but since this author brought it up, I'll share my thoughts. If JDB's chairman were a criminal, the police would have arrested him. Since he was arrested, why was he released? Hong Kong is also part of the motherland; if he committed a crime, he can't escape. No need for this politically conscious author to worry; you're overthinking. The second issue is even more serious. Regarding the Weibo post by 'Zuoyeben' insulting martyrs, the court has made a judgment, and he has apologized. JDB also apologized and deleted the Weibo post. You patriotic author, just write your patriotic novels well. Why write marketing novels? Better yet, sacrifice yourself for the country—how moral. 4Long live lawsuits? It's truly 'industry harms the country, lawsuits prosper the nation.' Rent out a brand to someone, wait for it to grow, take it back, then sue them to ruin them. Haha, brilliant, truly brilliant. Thinking every day about getting something for nothing, being the best at lawsuits—no wonder industry is so depressed, enterprises are all rushing into real estate, and everyone is speculating in housing. That's about it. Source: Marketing Matters (ID: yingxiaonxs) -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | 016 Distributor B2B transformation | [Long press QR code to follow]