Chapter 650 120 million bottles of sales; online [one more bottle] event? (Part 2)
Today is the weekend, but Tongmeng is still working in the company.
Their assistants to the general manager and secretaries also work in shifts even on weekends and holidays. No matter what day, there must be a general assistant and secretary left in the group.
This weekend, it happened to be her turn to be on duty.
After hanging up the phone, she sorted out her documents and prepared to go to Jiangbin Community.
"Dingling bell..."
At this time, her cell phone rang. She picked it up and saw that it belonged to her cousin Tong Ni.
"Hey! Sister."
Tong Meng walked into the elevator while listening to the phone.
…
Jiangbin Community, Zheng Gejia.
"Mr. Zheng, it has been more than four months since Jianlibao, a brand of power beverages, was launched on March 25. General Manager Wu Feng reported that as of August 1, the total sales volume of Jianlibao has reached 120 million bottles.
.Sales reached 360 million RMB.”
"Due to the popularity of Jianlibao, a large number of sports drink brands have appeared on the market recently, causing the sales growth of Jianlibao to slow down."
"In addition, because many big brands such as Coca-Cola and Pepsi-Cola have launched sports drinks one after another, Jianlibao has lost a lot of market. Therefore, General Manager Wu Feng is preparing to launch a new promotion plan."
In the living room, Tong Meng took out a document and reported it to Zheng Ge.
Zheng Ge took a sip of tea and asked, "What's the promotion plan?"
"The [Another Bottle] plan." Tong Meng said.
"One more bottle!"
Zheng Ge nodded. He told Wu Feng and others about this promotion plan very early and asked Wu Feng and others to prepare and do some preliminary preparations.
"What's going on with the 'Drink and Swim' campaign we launched before?" Zheng Ge asked again.
Tong Mengxiao said: "It's very successful. Because of the 'Drink and Swim' campaign, our Jianlibao sales have increased significantly. Mr. Wu estimates that sales will exceed 150 million bottles within five months, so there is no big problem."
In the "Drink and Swim" event, Power Drink only gave out a few million in prizes, but it brought in sales of 120 million bottles and 360 million in sales.
And every month, this sales volume is rising rapidly.
This achievement is already very impressive.
In other words, if there was no publicity and momentum from the "Drink and Swim" campaign, how could there be such sales in just over 4 months after it was launched?
This sales volume cannot be matched by some well-known old brand drinks!
Of course, it is still far behind those beverage companies with annual sales of billions or tens of billions.
But you must know that those beverage brands have achieved results more than ten years or even decades after they were launched. Moreover, the brands under its brands do not only have one product.
Kejianlibao has only been on the market for 4 months.
This start is already perfect.
If we keep it up, annual sales will exceed 1 billion, and there will be no problem at all.
A drink with annual sales of 1 billion is already very good.
Of course, this is only sales, and the net profit is low. Let’s just talk about the sales of 360 million! In total, the net profit is only tens of millions.
After all, the cost is too high.
Counting each bottle, you only earn a few cents.
This is incomparable to the Internet gaming industry.
After all, it is a physical enterprise. Venue, materials, labor, agents, etc., including events held, publicity, etc., all cost money.
"One more bottle of plan, please wait, now is not the time." Zheng Ge thought about it and felt that the time is not yet ripe.
With the current development situation of Jianlibao, there is no need for promotion activities such as "One More Bottle".
"Then I will reply to Mr. Wu right now?" Tong Meng said.
"Well, tell him that we will launch the 'One More Bottle' plan after our brand becomes more prominent and our market share reaches a certain share."
Although another bottle is a big killer, it is also a double-edged sword that can cause eight hundred losses!
The "One More Bottle" promotion was first launched by Master Kong in his previous life.
Zheng Ge remembered that in his previous life, there was a time when Master Kang could be said to have been attacked from both sides.
Although Master Kong has a large market share in the tea beverage market, some other beverage companies have never stopped coveting and cannibalizing the tea beverage market.
In order to seize the market, Coca-Cola not only launched various products, but also invited celebrities to endorse them.
Later, Coca-Cola also released a drink called "Original Leaf Tea" and asked Jackie Chan and his son to endorse it, and in one fell swoop they captured 15% of the market share.
Not only that, other competitors of Master Kong also chose to join forces at this time to launch tea beverage products and seize market share.
Under various crises, Master Kong can only sink his boat.
Zheng Ge read a piece of news, probably in February 2009, where Master Kong officially launched a huge "one more bottle" promotion strategy.
This is a shocking and generous "terminal battle"!
The entire market was shocked at the time.
At that time, Master Kong's winning rate was 20%. That is to say, for every five bottles, one would get another bottle.
Historically, no beverage brand has dared to give away free drinks on this scale.
It can be said that in just 2 months, Master Kong has successfully cultivated a market psychology. That is, it is unreasonable to buy tea drinks without "another bottle"!
In short, the emergence of the second bottle not only saved Master Kong, but also dragged other companies into the quagmire of the second bottle.
It seems that just before I traveled through time, some beverage brands used the "One more bottle" promotion.
But at that time, all mid-to-high-end beverages were produced. Such drinks were generally sold for five, six, or even eight or ten yuan.
Some cheap drinks, such as drinks costing 3 yuan, no longer have the "one more bottle" sign.
After all, such promotions put too much pressure on enterprises.
Companies are here to make money and cannot always give discounts to consumers.
Therefore, he felt that it was not the time to launch “another bottle” of Jianlibao just yet.
At present, Jianlibao is developing well, although some competitors have emerged one after another. Since the birth of Jianlibao, as many as 10 sports drink brands have appeared one after another.
However, this does not put much pressure on Jianlibao.
…
When Tong Meng heard this, she didn't hesitate and called Wu Feng, general manager of Power Drink, on the spot to convey Zheng Ge's opinion.
After Wu Feng got the news, he was a little disappointed.
"This, Assistant Tong, can you talk to Mr. Zheng again?" Wu Feng hesitated and said.
Tong Meng looked at Zheng Ge. The phone was on speakerphone, so Zheng Ge could hear it.
Zheng Ge shook his head.
Tong Meng could only say: "Mr. Wu, this is decided by Mr. Zheng."
"Okay, I understand."
Wu Feng sighed, he also knew that it would be difficult to change what Zheng Ge decided.