---
title: "Why Six Walnut Is the Last Billion-Yuan Single Product?"
description: "When we open Baidu and type 'billion-yuan single product', a variety of news such as 'XX is hitting a billion', 'XX is aiming for a billion', and 'The fall of a billion-yuan XX' fill the screen. The hottest topic is 'Six Walnut', with headlines like 'Six Walnut repeatedly attempts IPO', 'Why Six Walnut sells so well', and 'Six Walnut advertising marketing'. Billion-yuan single products are the common goal of brand owners, who are always looking for the next billion-yuan category or hoping to turn existing products into billion-yuan successes. However, the author believes that in today's era of personalized consumption and fragmented channels, after Six Walnut, there may be no more opportunities for billion-yuan single products."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-01-24"
language: "en"
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# Why Six Walnut Is the Last Billion-Yuan Single Product?

> When we open Baidu and type 'billion-yuan single product', a variety of news such as 'XX is hitting a billion', 'XX is aiming for a billion', and 'The fall of a billion-yuan XX' fill the screen. The hottest topic is 'Six Walnut', with headlines like 'Six Walnut repeatedly attempts IPO', 'Why Six Walnut sells so well', and 'Six Walnut advertising marketing'. Billion-yuan single products are the common goal of brand owners, who are always looking for the next billion-yuan category or hoping to turn existing products into billion-yuan successes. However, the author believes that in today's era of personalized consumption and fragmented channels, after Six Walnut, there may be no more opportunities for billion-yuan single products.

When we open Baidu and type 'billion-yuan single product', a variety of news such as 'XX is hitting a billion', 'XX is aiming for a billion', and 'The fall of a billion-yuan XX' fill the screen. The hottest topic is 'Six Walnut', with headlines like 'Six Walnut repeatedly attempts IPO', 'Why Six Walnut sells so well', and 'Six Walnut advertising marketing', which are overwhelming.

Billion-yuan single products are the common goal of brand owners, who are always looking for the next billion-yuan category or hoping to turn existing products into billion-yuan successes. However, the author believes that in today's era of personalized consumption and fragmented channels, after Six Walnut, there may be no more opportunities for billion-yuan single products.

Why do I say this? I think there are three reasons:

**1. Consumer demand has upgraded.**

Consumption diversification and personalization have become a consensus across the industry.

According to Maslow's hierarchy of needs, consumers' basic needs—physiological and safety—have been fully satisfied. Consumers are gradually pursuing social, esteem, and self-actualization needs, but behind these needs lie diversification and personalization.

In the past, when brand owners did product R&D and innovation, they emphasized the practical and functional value (physiological and safety needs), such as Red Bull for refreshing, JDB for reducing internal heat, Nongfu Spring for natural mineral water, Mizone for sports replenishment, and Six Walnut for brain nourishment.

Now, brand owners emphasize social, esteem, and self-actualization needs. For example, in the past two years, the 'hot' Wei Chuan 42 'spelling bottles', Nongfu Spring's Tea π, and Uni-President's Xiao Ming Tong Xue. Brand owners are all putting effort into 'emotional appeal' to attract consumers.

The practical and functional value of categories has been fully met. In an era of material abundance, consumers no longer simply settle for basic value. In the FMCG field, especially for young consumer groups, beyond satisfying 'thirst, hunger, safety, health, energy, and nutrition', consumers increasingly need brands to have emotion, warmth, attitude, and personality.

If the practical value of a product satisfies a large-scale, broad consumer base, then the 'emotional value' of brand owners is hard to satisfy all preferences. For example, literary and cool are two different emotional directions. Some like literary, while others like cool. Consumer needs begin to diverge. As emotional value is divided into more segments, consumer groups become more niche.

Brand owners have been trying to cultivate or guide consumers, change their consumption behavior, and influence their purchase decision patterns.

**Brand owners are good at using two approaches to influence consumers:**

> **First, use various advertising media to educate consumers about product cognition on a large scale.**
>
> **Second, leverage the 'last mile' terminals to influence consumer choices and intercept consumers through various forms of product display and information dissemination.**

These methods and approaches are gradually becoming ineffective.

**2. Consumers have less time.**

To educate consumers about product cognition on a large scale, brand owners place various advertisements, forcibly or non-forcibly occupying consumers' 'leisure time', such as movie and TV product placements, elevator and building ads, etc.

In the past, the choice of information contact was in the hands of brand owners. But with the popularity of smart mobile devices, consumers' 'leisure time' is occupied by apps, various functions, and games on their phones. With the phone in the consumer's hand, there are fewer and fewer opportunities for brand owners to disseminate information. Consumers begin to fully control their own time, with the choice in their own hands—they only watch what they like and what is valuable to them.

At the same time as the choice shifts, the amount of information has grown exponentially. Each app contains hundreds of millions of information points, coming at consumers in a flood, and they simply cannot pay attention; in one second, it flashes by.

Brand owners can no longer expect to influence millions, tens of millions, or even hundreds of millions of consumers through a single CCTV ad or sponsorship of a TV program.

**3. The information dissemination function of terminals has declined.**

In the past, retail terminals had four functions: product transaction, product display, information dissemination, and logistics and capital. Terminals were not solely for product transactions and logistics and capital. Brand owners hoped to intercept consumers and influence their purchase decisions after entering the store through product displays and various information dissemination (vivid displays, buy-one-get-one-free, POP posters and labels).

Therefore, companies like Master Kong and Coca-Cola adopted human-wave tactics and deep distribution strategies, spending decades to establish nationwide dense terminal coverage.

But now, consumers' purchasing patterns have changed dramatically. Borrowing Lao Miao's words, in the past, consumer purchases were a mix of random and planned buying. Now, it is a composite online and offline shopping model of 'search on demand + shoot while searching + convenience replenishment'.

In the past, consumers' 'random' buying pattern had a 'browsing' mentality. Now, 'browsing supermarkets' is getting farther and farther away from us. Without 'browsing', they take and go, staying for a shorter time, and the terminal's information dissemination function is gradually declining. At the same time, as brand concentration increases, it further reduces consumers' opportunities to receive new product information at the terminal.

**To summarize the above three reasons:**

> 1) Consumer demand has upgraded; the practical value of products is fully saturated, and diverse emotional needs are becoming more niche.
>
> 2) Consumers have less time; 'leisure' time is occupied by phones, and the information points on phones are highly fragmented, so the bombardment effect of various online media ads is gradually failing.
>
> 3) The information dissemination function of terminals has declined, and consumers' purchasing patterns have changed dramatically. They take and go, making it harder for brand owners to cultivate new products.

Consumers have changed, and no matter how hard brand owners try, there is no opportunity for a billion-yuan single product.

**Perhaps at this point, you should understand:**

> 1. Whether it's Coke, Red Bull, Nongfu Spring, or the recent billion-yuan single product Six Walnut, the emergence of these billion-yuan products has time and space factors. Today, the possibility of creating another billion-yuan single product is minimal. The consumers of the past are no longer the consumers of today, and the terminals of the past are no longer the terminals of today.
>
> 2. From 2001 to 2014, the beverage industry maintained double-digit high growth for 14 years, slowing down from 2015. Besides the macroeconomic downturn, it is also closely related to the upgrade of consumer demand.

Behind billion-yuan single products is the mass basic consumer demand. But now, mass appeal is gone. The diversification of emotional needs and satisfying some target groups is the direction for brand owners to strive for.

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