The FMCG industry often attributes declining sales to changes in mainstream consumer groups, claiming that post-80s and post-90s have strong purchasing power and that failing to tap into their needs has led to the decline. As a post-70s, I want to complain: don't post-70s need water or cola? Can a 1-3 yuan bottle of water really distinguish consumers' purchasing power? Taking Wahaha as an example, let me talk about some real issues. What is Wahaha's core problem? It is that its products lack value. What is the root cause of Wahaha's problem? It is that its brand lacks value. First, products. I can't remember exactly how many products Wahaha has, but I really can't recall any product with a differentiated selling point (like Nongfu Spring), or any product line that could serve as Wahaha's strategic product. Is it water, cola, or Nutri-Express? So-called differentiation means distinguishing from other products, segmenting consumption targets through different product performance, and such products are often used to enhance product image. While supporting brand image, use mass products to support sales. Product concept often refers to the pain point of consumers for a product, which is either a need or a concern. People buy a bottle of water or a drink, the surface need is to quench thirst. But why buy bottled water, why not drink cola, why buy small bottles, all have reasons. To make a product, you must gain insight into the deep needs of consumers to achieve active purchase. For example, Coca-Cola prints slogans like "Besties," "Climb Up," "Together Forever" on bottle labels, which meets the needs of young people seeking group identity, self-motivation, and mutual motivation. Through simple personalized packaging, it brings the product closer to people's communication. When consumers choose, they are not choosing a product, but their own mood. This is the value of the product, not just studying whether the taste is sweet or light. Second, brand. Let's look at another case. Master Kong is also a multi-category brand. Now, we don't remember the main functional selling point of Braised Beef Noodles, but the product concept of inspiration, progress, and energy replenishment has transcended the product's function itself. Even, Braised Beef Noodles has basically become the representative product of the Master Kong brand, embedding the concept of accompanying users to grow together into young people and overtime workers, thus invisibly driving consumption of other products. At least it has formed a certain consumption stickiness, giving consumers a reason to consume, and this reason is differentiated and can be sustained long-term through brand emotionalization. Sustained purchase is also one of the important indicators of FMCG vitality. What is Wahaha's brand appeal? Why should I hold a bottle of Wahaha mineral water on the street? Just for the simple need to quench thirst? For example, in a passionate disco bar, I rarely see people holding small bottles of Tsingtao Beer to chat and entertain (although Tsingtao also values night market development). We often see Heineken, Budweiser, Corona. Beer, as a representative of FMCG, well interprets the concept of brand audience. Simply put, birds of a feather flock together. People choose brand products that match their lifestyle and taste. At the same time, these brands have become a symbol to distinguish different groups, which represent youth, which represent maturity, which represent passion, which represent connotation. There is no right or wrong, only group identity (even class distinction). This directly affects the consumption power and consumption space that the brand brings to the product. Note: Consumption power here does not mean purchasing ability, but consumption appeal. In night venues, most consumers can afford beer, but whether the public is willing to consume your brand depends on your consumption appeal. Consumption space is whether they are willing to consume your product more frequently. Which group does the Wahaha brand represent? Does it have enough appeal to attract the public to consume this product? Are consumers willing to hold Wahaha in their hands when communicating with others? Or provide Wahaha as a beverage to guests during office meetings or business activities? Think about the answers yourself. 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