" 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 behind 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 stir-frying technique and launched a unique 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 Soy's Wei Ji Xian soy sauce is another big single product that saved a company. In 1983, Master Soy launched the Wei Ji Xian series, pioneering high-end fresh soy sauce. Sales of this star product rose steadily from 1996. In 2000, Master Soy's annual sales reached nearly 370 million yuan, with Wei Ji Xian contributing the majority. In October 2008, Wei Ji Xian ranked first in sales among similar products in 15 major cities nationwide. In 2010, it was acquired by Heinz for $165 million. Thanks to a super big single product, the obscure Master Soy soared, from a small sauce factory in Kaiping 60 years ago to a notable position in China's competitive soy sauce landscape. In 2016, Master Soy took off again: Heinz invested 172 million yuan in the second phase of Master Soy's Shanghai soy sauce factory, which was completed and began trial operation, doubling production capacity. Laoganma's Flavored Douchi, Master Soy's Wei Ji Xian, Jiajia Noodle Fresh, Wujiang Fuling Zhacai, and Donggu Yipin Xian 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 transformed Guangzhou herbal tea, a regional specialty, by giving it the attribute of "reducing heat," making it acceptable to national consumers. A small improved product or a micro-innovation can represent a different market and category, becoming a revolutionary big single product. 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 sharp knife breakthrough. So, breaking a market deadlock first requires a breakthrough in 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 and High Profits The survival of big single products largely comes from "high sales and high profits." Among many Fortune 500 companies, big single products account for over 70% of total sales; among many leading Chinese companies, 80% of profits come from big single products. The significance of a big single product is not just as a market deadlock breaker. Behind it, a complete set of breakthrough marketing tactics must be created around the big single product. 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 broad area, increase market share in a small area. 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 on 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 escalating "Laoganma" formula leak case last year, a suspect named Jia was arrested, involving an amount as high as 10 million yuan. Even if someone steals the product's secrets, it is difficult to replicate Laoganma's business model. But this shows that such improved big single products contain immense commercial secrets. 2. Differentiation 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 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. Wilmar, the parent company of Arawana, 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 secured its leading 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 noticed that traditional soy sauce bottle caps were mostly sealed plastic caps, making it hard to control the amount used. He creatively changed the traditional plastic cap to one with a pull ring and holes, making it more convenient, aesthetically pleasing, and hygienic. Through rounds of expansion, Jiajia Foods successfully listed 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 squeezed into the territory controlled by Mengniu and Yili, creating sales exceeding 6 billion yuan. In fact, Mosilian has limited differentiation from other products, but the appeal of "The Secret of Bulgaria's Longevity Village" and the exotic brand name carry topic and story appeal, making it easy to build a big single product. Activity Process:
8th: Check-in at designated hotel in Changsha; 9th: Visit Changsha New High Bridge; 10th: Visit Guangzhou No.1 Life; 11th: Visit Dongguan Caihua Trading; 12th: Return or free arrangement for sightseeing; Welcome distributor friends with transformation intentions to join us for understanding and on-site inspection: Organization Format ************1. Company visit
- Actual market case visit************************3. Warehouse visit
- On-site explanation/one-on-one communication************5. Salon training Participating distributor friends only need to pay a registration fee of 200 yuan Other expenses are self-covered Long press this QR code or click "Read Original" to register Long press QR code to add WeChat for registration Previous inspection group photos: << Swipe to see next image >> Group photo of the 8th Japan New Retail Inspection Class, from left to right: Japan Aeon headquarters, sharing by the store manager of Japan's fourth-largest convenience store MINISTOP, lecture on MUJI by author Watanabe Yonehide, and explanation of the fresh + farm business model by Kyoto 8001's Managing Director Hirotoshi Minami. << Swipe to see next image >> **Group photo of the 7th B-end e-commerce inspection, from left to right: Maidelin, Haiding, Wangcang. << Swipe to see next image >> Group photo of the 6th B-end e-commerce inspection, from left to right: Zhongke Shangruan, Shuhai Supply Chain, Yunmei Shares, Yishang Logistics. << Swipe to see next image >> Group photo of the 5th B-end e-commerce inspection, from left to right: Huiwangxing, Beiquan, Tongying Tianxia, Quanshihui, Zhongke Shangruan. << Swipe to see next image >> Group photo of the 4th B-end e-commerce inspection, from left to right: Alibaba Retail Link, Qianmi Network. << Swipe to see next image >> Group photo of the 3rd B-end e-commerce inspection, from left to right: Yunbao Shangmeng, Weijie City Distribution, Wanshang Yizhan. << Swipe to see next image >> Group photo of the 2nd B-end e-commerce inspection, from left to right: Jinhuobao, Caiba, Yishang << Swipe to see next image >> Group photo of the 1st B-end e-commerce inspection, from left to right: Piduoduo, Beiquan, Yishang. ClickRead Originalto register -END-