Yangyuan Company started selling beverages in 2002, leveraging its connection to Hengshui Laobaigan, but sales were lukewarm. Six Walnuts launched in 2005, achieving 30 million in sales by 2006, and after the melamine scandal in milk in 2008, sales growth accelerated rapidly, turning over year after year. According to media reports, Yangyuan's total sales were 300 million in 2008, 1 billion in 2009, 1.5 billion in 2010, nearly 3 billion in 2011, nearly 6 billion in 2012, over 10 billion in 2013, and in 2014 sales growth was as high as 71%. Consumption and sales cannot grow indefinitely. Although 2015 is not over, I believe Six Walnuts' market volume has reached its peak and is unlikely to see significant growth; maintaining sales at the level of 2014 would be good. During market expansion, blank markets allowed everyone to occupy their own territory, and other brands following had little impact on the leading brand. Once sales peak, everyone starts competing for terminals and consumers. As the leading brand, it faces many problems: if it does well, it maintains the status quo; if careless, it may be pulled down from the mountain by competitors. In the martial arts world, famous figures always have some hard skills, and Six Walnuts is no exception. It is widely said that Six Walnuts' success in the martial arts world relies on a good name, a catchy slogan, and hiring celebrities to shout. These are all external moves that everyone can see, but the most deadly skill is the hard work that most people don't see or ignore: ruthlessly focusing on terminals to create a sales atmosphere. The eighteen martial arts moves of "grasping school districts in townships and communities in county towns" have been used to the extreme by Six Walnuts. In the walnut milk industry, who else can do this? So Six Walnuts leading the martial arts world is inevitable. When Six Walnuts started in Hebei, Lulu was the undisputed industry leader, with an unyielding say in traditional channels like supermarkets and wholesale departments. As a rising star, Six Walnuts found it difficult to break through in Lulu's "territory," and its eight-character mantra of "grasping school districts in townships and communities in county towns" was forced out. Six Walnuts was spun off from Hengshui Laobaigan, so it naturally could leverage the sales experience and existing channels of Hengshui Laobaigan liquor. In cities, Six Walnuts cultivated non-traditional channels such as restaurants and hotels with meticulous care, patiently nurturing them, which in turn stimulated the sales enthusiasm of dealers in traditional channels. In rural markets, Six Walnuts mainly promoted in school districts at the township level, conducting tastings in schools. Children would go home and tell their parents, and parents would buy. Due to precise target locking, coupled with the promotion strategy of "school districts as the vanguard, communities as the foundation," they seized the bull by the horns of opinion leaders, achieving twice the result with half the effort and quickly achieving full coverage. After Six Walnuts became successful, facing followers and original competitors, what it did was concentrate a large amount of comprehensive packaging to squeeze out effective terminals. It is rumored that Yangyuan, in its base areas of Henan, Shandong, and Hebei, does not allow any brand to show its head in any market. As long as there is a little sales volume, it will spare no expense to eliminate competitors in the bud. Competing brands can wander to other provinces, and sales will still exist, so no one fights to the death with them. Now that Six Walnuts has developed to this point, there are no blank areas in the Chinese market, and competing products have no place to avoid. A bloody battle is about to begin. If terminal bloodbath occurs, the terminal weapons Six Walnuts uses, such as empty boxes, floor displays, dedicated shelves, posters, and banners, may be commonly used by others. Six Walnuts' terminal costs will be higher, and the effect will be worse. It is even possible that, like liquor monopolizing hotels, milk and beer doing exclusive sales in small shops, if the profit in the walnut milk industry is attractive enough to attract participants, this situation is foreseeable. Once Six Walnuts' terminal advantage disappears, what will happen to market sales? In terms of products, low-quality products that follow at low prices are not scary for Six Walnuts. Consumers are not stupid; if they buy a counterfeit product once, they generally won't be fooled again. After drinking counterfeit products, they can better appreciate Six Walnuts. What is scary is if an opponent makes a good product and plays a disruptive game from the perspective of consumer psychology and product rules. What you fear may come, and such an opponent has indeed appeared in the market. For example, Qipao Line's children's walnut milk and Longzhiyang's pure pulp walnut have set good examples. In addition, competitors can differentiate through packaging. Panpan has made PET bottle walnut milk with double the capacity at the same price. As long as the product is well distributed in terminals and advertising follows, the damage could be significant. Pepsi, herbal tea, and Heqizheng have used this trick to carve out a good territory when competing brands dominated the market. There are also those who use professional backgrounds to make products, such as in the guise of drugs or health foods, with OTC or blue hat certification, selling at higher prices, and using health food methods to operate in the student and elderly markets. Six Walnuts would definitely be hurt. The market already has Yunnan's Mole Farm Congzi walnut milk wearing the blue hat of health food, but it hasn't followed the health food marketing path, yet its product sales have also risen. -END- Content Selection Click on the title below to read directly: [Line Sales Representative Practical Operation Guide (with full PPT download attached)