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Articles by 谭霁刚
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Lactic Acid Bacteria Market: Products That Rely on Hype Have a Tough Road Ahead
Lactic acid bacteria beverages are becoming increasingly popular each year, with intense competition in recent years, and refrigerated displays of these drinks now dominate supermarket shelves in first-, second-, and third-tier cities. Meanwhile, room-temperature sterilized lactic acid bacteria beverages are also appearing more frequently in fourth- and fifth-tier cities and rural markets. The market is flooded with a wide variety of lactic acid bacteria drinks, all touting health benefits, but in the future, who will thrive and grow healthily, and who will be eliminated by consumers? As manufacturers educate consumers about the lactic acid bacteria market, it will naturally become more mature, and consumers will become increasingly knowledgeable, making it harder to fool them.
谭霁刚Market Prophet: Six Walnuts, or on the Decline?
Yangyuan Company started selling beverages in 2002, leveraging its connection to Hengshui Laobaigan, but sales were lukewarm. Six Walnuts launched in 2005, achieving 30 million in sales by 2006, and after the melamine scandal in milk in 2008, sales growth accelerated rapidly. According to media reports, Yangyuan's total sales were 300 million in 2008, 1 billion in 2009, 1.5 billion in 2010, nearly 3 billion in 2011, nearly 6 billion in 2012, over 10 billion in 2013, and in 2014 sales growth was as high as 71%.
谭霁刚Wahaha's Joint Distribution System Is Actually Somewhat Hollow
Wahaha's joint distribution system has been widely praised by media and experts, and even cited by Harvard Business School as a case of Chinese channel innovation. It is said that Zong Qinghou's victory over Danone was largely due to this system. Some experts even believe that the secret to Wahaha's sustained success lies in its joint distribution system, which they consider its core competitiveness. Many new FMCG entrepreneurs highly admire this system, attributing Wahaha's strong sales solely to it, and deifying the role of distribution channels. However, this mindset is dangerous and needs to be tempered with some cold water.
谭霁刚