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Articles by 李相如
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The Secret Behind a 20-Year Best-Seller: A Bottle of Steamed Fish Soy Sauce
A recent court ruling on the imitation of Lee Kum Kee's steamed fish soy sauce packaging has drawn attention. The court found that the combination of dark green background and steamed fish image on the new packaging serves to identify the product and brand, and that Baijiawei and Baijiaxian companies constituted infringement. This article explores why this infringement occurred in the steamed fish soy sauce category and why Lee Kum Kee was targeted, and how companies can avoid imitation and build their own brand.
李相如After Being Featured in the No. 1 Central Document, How Can Pre-Made Dishes Open Up a Trillion-Yuan Market?
The development of pre-made dishes has been a topic of debate in recent years. Amid doubts about the 'post-pandemic cooldown' and a sluggish market after the New Year, the 'Opinions of the CPC Central Committee and the State Council on Doing a Good Job in the Key Work of Comprehensively Promoting Rural Revitalization in 2023' explicitly proposed cultivating the pre-made dishes industry. With the release of the No. 1 Central Document, the industry's future direction has been clarified, and it is expected to develop more healthily, rationally, and vigorously. This move has injected a shot in the arm for the industry, and with the trends of deep penetration in the B-end and diversification in the C-end, pre-made dishes have officially opened up a trillion-yuan track towards scale and health.
李相如June Fresh Light Soy Sauce: Good Soy Sauce Is More Than Just 0-Additive
As national health consciousness awakens, 0-additive has become a marketing selling point for soy sauce brands. But is 0-additive necessarily good soy sauce? Not necessarily! For consumers, good soy sauce is not just about 0-additive; salt reduction and deliciousness are equally essential. From the 0-additive red ocean to the light-salt blue ocean, the standard for good soy sauce needs to be redefined.
李相如After Breaking Through in the Delivery Scene, How Can Hubang Chili Sauce Break Out Again?
Using a diversification approach based on category relevance and leveraging industry trends for strategic positioning can help companies explore emerging markets. In 2021, Lao Gan Ma's revenue declined by 1.2 billion yuan, dropping to 11th place on Guizhou's top 100 private enterprises list. Despite steady growth in the chili sauce market, Lao Gan Ma has been on a downward trend since 2016, reflecting the impact of emerging chili sauce brands. With Lao Gan Ma's brand aging, flavor fixation, and declining catering channels, can emerging brands like Hubang seize the opportunity to replace it?
李相如Abbott Exits, Nestlé Pushes In: Where Are the Opportunities in China's Formula Market?
After the melamine scandal, how did domestic formula brands rise quickly from the ruins? After losing its leading position, where is the opportunity for Nestlé's infant formula to overtake on the curve?
李相如Looking Up at the Billion-Yuan Track: How Can Wugu Mofang Achieve Leapfrog Growth?
Despite turning a profit, Wugu Mofang's growth path remains long and arduous. In 2021, the company achieved positive growth after the pandemic, but double-digit revenue growth and a significant turnaround to profitability did not reassure investors. Over the past five years, 2021 revenue has not yet recovered to 2019 levels, and profits are less than half of 2017. As of the close on May 30, 2022, the stock price of HK$0.46 per share had fallen 81.2% from its historical high. Under the pandemic, how can Wugu Mofang repair its profitability and enter the billion-yuan track?
李相如Where Are the Opportunities in the Trillion-Yuan Instant Retail Market, and How Can Latecomer Merchants Dance with Wolves?
According to the 'Instant Retail Open Platform Model Research White Paper' released by the China Chain Store & Franchise Association, China's instant retail market is projected to reach 1.2 trillion yuan by 2025, with a compound annual growth rate of over 50%. What exactly is instant retail? Is this new concept just old wine in a new bottle or a genuine market opportunity? What are the reasons behind its rise, and where do the transformation opportunities lie for retail merchants?
李相如ChaCha's Financial Report Raises Concerns: How Much Marketing Imagination Does It Have Left?
ChaCha Food, once hailed as a top performer in the snack industry, has seen its recent financial report cause disappointment among shareholders and capital markets, with its stock price plunging 9.7% on the day of the report despite growth in both revenue and profit. The question arises: can its original sunflower seed business still drive the company's 10-billion-yuan target? Amid weak growth in single products, should the company adopt a diversification strategy?
李相如Selling 3 Billion, the Brand Revelation of Dayao Soda
In 2021, Dayao soda sales exceeded 3 billion yuan, nearly matching the sales of Nongfu Spring's NFC juice; from a regional brand originating in Inner Mongolia to penetrating 31 provinces across the country, its coverage of terminal outlets has exceeded 300,000, breaking the competitive pattern of soda brands "carving out territories" in their respective regional markets. From obscurity to "King of Northern Beverages," how did Dayao rise abruptly? What development opportunities remain for soda brands like Bingfeng, Beibingyang, and Tianfu Cola that are peers with Dayao?
李相如Under the Premium Trend, Can 3-Yuan Water Become the Mainstream?
In July last year, Nongfu Spring launched a natural snow mountain mineral water priced at 3 yuan. In January this year, Kunlun Mountain, which had been in the mineral water market for 12 years, reduced its price from 5 yuan to 4 yuan. In June this year, Genki Forest's Youkuang mineral water also dropped from 5 yuan to 3 yuan, and its statement at the launch event, 'Let all water factories compete fiercely,' stirred the industry, prompting many bottled water brands to start a new round of price competition. On e-commerce platforms, the price cuts for high-end bottled water have been even more aggressive. For example, Aikua, originally priced at 4.6 yuan per bottle, is now promoted at 2 yuan.
李相如4 Years, 1 Billion Bottles Sold: Unpacking the Success of Genki Forest
If the food industry had a trending list, the emerging national trend brand Genki Forest would undoubtedly rank at the top. During the 2019 Double 11 shopping festival, Genki Forest ranked second in online sales nationwide, beating out Coca-Cola and PepsiCo. In 2020, it again defeated the two giants to retain the Tmall beverage category crown. In just the first half of 2020, sales exceeded 800 million bottles, and over four years, cumulative sales surpassed 1 billion bottles, reaching one-tenth of Coca-Cola's decades-long sales volume in China. By July of this year, its valuation had reached 14 billion yuan, close to that of Heytea.
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