" Wang Laoji: from 180 million to 600 million in 1 year; from 600 million to 1.5 billion in another year. Six Walnuts: from 0 to 360 million in 4 years; from 360 million to 1.5 billion in 2 years; from 1.5 billion to 3 billion in 1 year. Laoganma: from 50.14 million to 2.05 billion in 12 years; from 3.72 billion to 4.5 billion in 3 years. Behind the rise of these brands is a strong single product. They sell only this one product and thrive. Through the big single-product model, they completed their first accumulation and leap, achieving extraordinary growth and even disruptive expansion. This is the charm of the big single product. Today, let's discuss the internal logic of winning with a big single product. " ■ Source: Condiment Business Circle (ID: twpsq0909) 1 Relying on a Single Product to Support a Company ▼ In 1984, Tao Huabi invented a unique stir-frying technique and launched the distinctive condiment "Flavored Douchi" (fermented black beans), which became an instant hit. Relying on this super single product, Tao Huabi founded Laoganma in 1996 and registered the "Laoganma" trademark. Still relying on this product, by the end of 2016, Laoganma's output value approached 4.5 billion yuan. Although Laoganma later developed other big single products based on Flavored Douchi, such as Shredded Pork Douchi, Dry-Fried Shredded Pork, Spicy Crisp, and Fine Minced Beef Douchi, none reached the heights of "Flavored Douchi." Besides Laoganma's Flavored Douchi, Master Kong's (actually Master Kong is a different brand; here it's Wistron? No, it's "Weishida" - a brand of soy sauce) Weishida Weijixian soy sauce is also a big single product that saved the company. Weishida launched its Weijixian series in 1983, pioneering high-end fresh soy sauce. Sales of this star product rose steadily from 1996. In 2000, Weishida's annual sales reached nearly 370 million yuan, with Weijixian contributing the majority. In October 2008, Weishida Weijixian ranked first in sales among similar products in 15 large and medium-sized cities nationwide. In 2010, it was acquired by Heinz for $165 million. Relying on a super big single product, the little-known Weishida soared, from a small sauce factory in Kaiping 60 years ago to today, securing a place in China's competitive soy sauce landscape. In 2016, Weishida took off again: Heinz invested 172 million yuan in the second phase of Weishida's Shanghai soy sauce factory, which was completed and began trial operation, doubling production capacity. Laoganma's Flavored Douchi, Weishida Weijixian, Jiajia Noodle Fresh, Wujiang Fuling Zhacai, and Donggu Yipinxian are all solid super big single products, supporting the majority of their companies' revenue. Whether for small or medium-to-large enterprises, competition often boils down to winning with a big single product, not a product portfolio. Many big single products essentially create a new market and category. For example, JDB (Jiaduobao) transformed Guangzhou herbal tea, originally a regional specialty, by giving it the attribute of "reducing heat," making it acceptable to national consumers. A small improvement or micro-innovation can become a revolutionary big single product representing a different market and category. 2 Why Can Big Single Products Survive? ▼ 1. Superior Quality and Unique Formula Laoganma's "Flavored Douchi Oil Chili" is a very solid product with stable taste and quality. Especially the formula of Laoganma's "Flavored Douchi Oil Chili" is still marveled at by local chili sauce companies in Guizhou; they have tried to imitate it for years but cannot replicate the taste. 2. Focused Resources and Single Target Companies concentrate most resources on one product and focus on a single point, which is the resource concentration and single target market of a big single product. Thus, the big single product is given the function of a spearhead breakthrough. So, breaking market deadlocks first requires breaking through with the big single product. If a company wants to increase sales across its entire product line, it must first break through with the big single product, then use it to drive sales of all products, ultimately forming a stable product structure. 3. High Sales Volume and High Profit The survival of big single products largely comes from "high sales volume and high profit." Among many Fortune 500 companies, big single products account for over 70% of total sales; for many leading Chinese companies, 80% of profits come from big single products. The significance of a big single product goes beyond breaking market deadlocks. Behind it, a complete set of breakthrough marketing tactics centered on the big single product is needed. The essence of this approach is: rather than pushing all products, concentrate firepower on one big single product; rather than engaging competitors nationwide, create advantages in a regional market; rather than holding tiny market share in a vast area, increase market share in a smaller scope. 3 The Logic of Winning with a Single Product ▼ To turn a product into a big single product, it needs the following characteristics, which are the magic weapons for single-product success. 1. Improved or Revolutionary Product For example, Coca-Cola's "Minute Maid" Pulpy Orange is the first orange juice drink with soft orange pulp, offering a smooth and elastic texture and excellent taste. With this improved, even revolutionary product, Coca-Cola broke the monopoly of brands like Master Kong, Uni-President, and Huiyuan in low-concentration juice. Laoganma's "Flavored Douchi Oil Chili" is also based on Tao Huabi's self-created stir-frying technique, creating the oil chili category. In the increasingly serious "Laoganma" formula leak incident last year, a suspect named Jia was arrested, involving an amount as high as 10 million yuan. Even if someone steals Laoganma's product secrets, it is difficult to replicate its business model. But this shows that such improved big single products contain immense commercial secrets. 2. Differentiated Innovation in Taste Innovating in product taste is another path to creating a big single product. Against the backdrop of Uni-President instant noodles lagging behind Master Kong nationwide, Uni-President innovatively launched "Old Tan Pickled Cabbage Noodles." In six years, this product, which had sales of only 150 million yuan in 2008, grew 60-fold to 10 billion yuan, changing the long-standing dominance of Braised Beef Noodles as the best-selling instant noodle variety and shaking Master Kong's leadership. 3. Innovation in Packaging and Capacity In the 1980s, people bought oil by bringing empty bottles to grain shops to purchase a jin of soybean oil or two jin of rapeseed oil. A decade ago, almost no one imagined there would be a market for small-packaged oil. The market was flooded with bulk edible oil full of impurities, smoke, and safety hazards, while small-packaged edible oil meeting international hygiene standards was a blank slate in China. Arawana's parent company, Kerry Oils & Grains, was the first to introduce small-packaged edible oil in China. Arawana leveraged the tradition of companies giving "welfare" gifts during holidays to quickly promote and popularize small-packaged oil. As the pioneer of small-packaged edible oil, Arawana achieved the top position and even influenced Chinese consumers' habits. A few years ago, it advocated the theory of balanced edible oil, further consolidating its leadership. 4. Convenience Innovation Any product that makes people lazier has vitality. Jiajia was born in an era dominated by Haitian. In early 1997, Jiajia soy sauce led a "packaging revolution" with its bottle cap, quickly capturing the Hunan market. Chairman Yang Zhen discovered that traditional soy sauce bottle caps were mostly sealed plastic caps, making it difficult to control the amount used. He creatively changed the traditional plastic cap to a cap with a pull ring and holes, making it more convenient, aesthetically pleasing, and hygienic. Through rounds of expansion, Jiajia Food successfully went public in 2012. Jiajia's success can be attributed to its high-concept approach. 5. Product with Topic and Story Appeal Any product without topic or story appeal will struggle to attract attention, and the path to becoming a big single product will be interrupted. In the yogurt segment, compared to Yili and Mengniu, Bright Dairy has always been weaker in brand recognition and channel control in consumers' minds. But with the concept innovation of "The Secret of Bulgaria's Longevity Village," it forcibly squeezed into the territory controlled by Mengniu and Yili, creating sales exceeding 6 billion yuan. In fact, Moscowian (Mosalilian) has limited differentiation from other products, but the appeal of "The Secret of Bulgaria's Longevity Village" and the exotic brand name are full of topic and story appeal, making it easy to build a big single product. -END- "