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Some say that when Wanglaoji fails to sell products, it sues JDB to recover some of its annual losses. Others say that whenever JDB loses a lawsuit, it happily engages in marketing PR, leaving a rich legacy in marketing history.

Let Wanglaoji Disappear from Chinese Shelves! Boycott It!

How many people remember that viral post on Tianya? After the Wenchuan earthquake, the Wanglaoji brand, then owned by JDB, donated 100 million yuan in real money on May 18 during the "Tribute of Love" charity gala. The next day, a post titled "Let Wanglaoji Disappear from Chinese Shelves! Boycott It!" appeared on Tianya, using reverse psychology. With only 50 words, it garnered over 500,000 clicks and tens of thousands of replies. At that time, JDB's annual revenue was only about 8 billion yuan, with net profit around 100 million yuan. This donation was equivalent to donating the entire year's profit. Such a bold move yielded excellent results.

However, back then, there was no internet thinking; JDB still relied on traditional distribution channels. If JDB had realized the concept of internet thinking, it would likely have achieved even greater sales. A year later, many so-called internet promoters claimed they had planned that campaign, saying that without them, such high clicks and interaction wouldn't have been possible. Lao Na can only sneer, because in 2013 and 2014, Lao Na's two articles "The Mad Dog Era of FMCG" also exceeded 500,000 clicks. Note that Tianya's popularity in those years was far lower than in 2008. At that time, Tianya had millions of online users. If there were internet promoters and the click rate was only 500,000, Lao Na would say that such a promoter team should close down immediately. But this isn't the most shameless part; others just want to bask in reflected glory. However, when Guangzhou Pharmaceutical Group (GP) took back the Wanglaoji brand, it directly announced, "Wanglaoji donated 100 million yuan for the Wenchuan earthquake." Have some shame!

Wanglaoji, as JDB's pig-like opponent, launched another "Buy Out Wanglaoji" campaign on Weibo in 2013, triggered by JDB employees shouting the slogan "Swear to Destroy GP" at a reunion dinner. With such an opponent, Lao Na feels the entire FMCG industry's IQ is dragged down. GP, a state-owned enterprise with money and power, could easily hire a good PR company and come up with better marketing. Why must they eat what others have already spat out? Could it be that GP's leaders used the money for other PR or high-end clubs, leaving no budget for PR?

That reminds me of a joke: Yang Rongming told Ni Yidong, "Here's 10 million, hire a good PR company." Ni Yidong told Shi Shaobin, "Here's 5 million, hire a good PR company." Shi Shaobin told Zhang Weimin, "Here's 2 million, hire a good PR company." Zhang Weimin told the brand manager, "Here's 500,000, hire a good PR company." The brand manager told the brand department, "The company gave us 20,000 to come up with a good plan. Any ideas?" "Copy JDB's creativity. It doesn't cost 1,988, not 998, just 98 yuan and it's done."

(Yang Rongming, Chairman; Ni Yidong, Vice Chairman; Shi Shaobin, General Manager; Zhang Weimin, Marketing Director)

Renaming Ad (Sales Leader)

A rare head-swap ad in marketing. A former Coca-Cola executive once said that even if all Coca-Cola factories were destroyed, as long as the brand remained, Coca-Cola would still be the number one brand. Coca-Cola never thought about how to survive if it lost the Coca-Cola brand. But JDB, after losing the Wanglaoji brand, saw sales rise instead of fall.

At that time, in Sohu's self-produced "Diors Man," a man ordered Wanglaoji, and Da Peng said, "You mean JDB, right?" Then Hua Shao successfully showed off his "China's Good Tongue."

So Wanglaoji used its invincible weapon—litigation—to get that ad banned.

Authentic Good Herbal Tea, Authentic Good Voice

In the summer of 2012, JDB and Hua Shao showed off their partnership, making JDB's authentic herbal tea famous, as well as "The Voice of China" and Hua Shao. That year, we saw Hua Shao's "Authentic Good Voice, Authentic Good Herbal Tea" tongue twister everywhere online. Then a wave of "authentic" shows swept the country.

It can be said that the "authentic" positioning had a huge impact on the entire FMCG industry, because the industry has a low entry barrier; small workshops can produce products identical to yours, especially when some companies prefer imitation over innovation. So for the first company to come up with a creative product, the only way to protect it is to rely on "authenticity." For example, Jinguan Black Plum Candy positions itself as authentic black plum candy (almost every Chinese candy factory imitates Jinguan's black plum candy; it's precisely because of JDB's "authentic" positioning that Jinguan maintains its number one position). Another example is Master Kong, which often copies; it copied Uni-President's Suancai Beef Noodles and Rock Sugar Pear Drink. This year, its performance has been poor. Although Master Kong is still the sales leader, without innovation, it can only watch its brand decline. Meanwhile, Uni-President's Asamu Milk Tea is selling very well this year.

"Authentic" is a guiding light for the entire FMCG industry. How to protect your hard-earned creativity and differentiate from competitors? Only through the "authentic" positioning.

Creativity Index: 7 Industry Beacon Index: 7 Wow Factor: 6 Overall Rating: 7

Industry Leader, 7 out of 10 Cans of Herbal Tea Are JDB

Industry Leader; imitators of this ad include Bull Socket, Yadea Electric Vehicles, etc.

7 out of 10 Cans; imitators include Chaowei Battery, etc.

The ending of this ad was also banned by court order, and JDB was ordered to pay GP a certain amount. It's a bit like signing an unequal treaty.

Creativity Index: 7 Industry Beacon Index: 8 Wow Factor: 5 Overall Rating: 7

The "Sorry" Campaign

This one needs no explanation. Four crying babies, four "sorrys," elevated JDB's tragic sentiment to the sky.

Then Coca-Cola, not wanting JDB to steal the show, released "It's All My Fault." Pepsi followed with "Don't Be Smug" and "Stop It" as counterattacks. Nongfu Spring, the leader in bottled water, also joined in with "It's New Year." Vita Soy Milk, seeing big brands surrounding it, decided to watch from behind and launched the "Feed Him Milk" series. Meanwhile, Qiulin Gewasi, unhappy that Wahaha was selling its beer-tea drink as Gewasi, launched the "Please Wahaha" series.

Creativity Index: 10 Industry Beacon Index: 10 Wow Factor: 10 Overall Rating: 10

Latest Lawsuit

On December 19, 2014, JDB predictably lost another lawsuit, this time losing the red-can design it had created.

Just when all consumers thought JDB would play the tragic card again, crying out "Heavens! Earth! Which fairy sister can avenge me?" it happily engaged in PR design again. Let's enjoy JDB's and its pig-like opponent's designs.

First, in newspapers, it humorously mocked itself: "World's best at making herbal tea, world's worst at lawsuits."

Then it joyfully searched for lawyer partners globally. It seems this is finding joy in misery. JDB's loss isn't about which lawyer you hire or what Chinese law says, but because you don't have a "daddy."

The image vividly depicts the characteristic of Guangdong's famous lawyers turning black into white and white into black. I wonder which of the four great Guangdong lawyers—Song Shijie, Fang Tangjing, Chen Mengji, or Liu Huadong—this is.

"You're good at snatching children, but I'm good at raising them," paired with Little Red Riding Hood and the Big Bad Wolf story, vividly illustrates GP's nature: "A wolf from Zhongshan, arrogant once successful."

This one brings back the social hot topic "My dad is Li Gang," and compared to previous subtlety, it directly points out the difference between the two sides.

It further tells the brand story and the grievances suffered over the years.

Creativity Index: 10 Industry Beacon Index: 0 (Don't learn this; you don't want to lose lawsuits too) Wow Factor: 10 Overall Rating: 10

Now let's look at GP's ads

That slogan "Supporting Justice"—Lao Na won't comment. Copying others' creativity, ads, and designs, and then taking all their assets—that's like ancient tyrants seizing women and property. In one word: "With a daddy behind you, you can be willful."

This one—Lao Na wants to say, didn't you hire a designer? Can you design your layout properly? Writing a bunch of text, who has the patience to read it? Can't you add some humor?

And why did you use gray font for "Rule by Law, Support Justice" and "Protect National Brands, Realize the Chinese Dream"? Don't you know gray is used for funerals? Are you telling everyone that Chinese law is dead? What grudge does Guangdong Court have against you? You got the result you wanted, and you still show silent support for JDB this way? Or is it because you have too much inventory from the Mid-Autumn Festival and can't afford a designer? Bro, please pay attention. Buy two copies of Trout's "Positioning" and learn how to position and make products.

And you say "Protect National Brands"—bro, is that a national brand? It's the property of the Wang Zebang family! The Wang family still has descendants, and you just took it for yourself.

Let's look at GP's work focus: The Spring Festival battle is coming, the gift-giving season is here, and instead of stocking shelves, you're thinking about underhanded tricks.

As Chen Kaige said, "People can't be this shameless."

And your plan says to remove a certain amount of competitor products and stock that much Wanglaoji. Do you think that's possible? Don't you know how much unsold inventory from Mid-Autumn is still in supermarkets? During Mid-Autumn, you tried your hardest, always going for low prices, and what happened? Sales didn't rise. Now at year-end, you want the report to look better, right?

I estimate you've lost shareholders' money again this year, so you're using lawsuit money to cover it. Aren't you all about public welfare? JDB donated 100 million for Wenchuan, 110 million for Yushu in Qinghai, and 100 million for Ya'an. Let's not mention other charity. If you have the guts, say that if JDB loses this time, you'll donate whatever they pay you. At least let us know that the money is "serving the people." That's better than it falling into the hands of a few leaders.

Finally, let me say this: Master Kong, such a big brand, after years of copying, has found this year that it can't sustain itself. Meanwhile, Uni-President maintains steady growth every year. Like exams, those who copy can never be number one! "Outside the pavilion, along the ancient road, fragrant grass touches the sky"—you know what that means!

Source: Nalan Zuotian