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Articles by 李传玖
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Why Jiulongzhai, Despite Expert Help, Still Isn't Selling Well?
Recently, I noticed comments on Jiulongzhai's marketing from friends, with mixed reviews. I looked into it and gathered some information, forming the following views for discussion. Jiulongzhai is a sour plum drink with a long history and even royal lineage, under the state-owned Yanjing Beer. In 2017, it hired the renowned Shanghai Trout & Partners for strategic consulting, positioning it as 'cuts grease, drink Jiulongzhai' and launching a national recruitment drive with a goal of building a 10-billion-yuan brand. However, sales data is hard to find, and on JD.com, the most reviews are 64,000.
李传玖Hello, Eastroc Beverage, Have You Noticed the Consumers' Inherent Perception?
At the spring sugar and wine fair, many new beverages and foods dazzled the public. Eastroc Beverage launched its gold-can Eastroc Super Drink, targeting young consumers with a 250ml can priced at 6 yuan, and the slogan 'Tired and sleepy, more young people drink Eastroc Super Drink.' This seems to be a move to replace Red Bull. The article argues that Eastroc should differentiate itself from Red Bull in packaging and advertising to avoid being seen as a copycat.
李传玖