Brothers and sisters, let's talk about a domestic beverage brand - Dayao. This thing sounds like a scumbag, but the sales volume is very high, and it can sell 32 billion a year! Let's just think about it, when will it be able to trample on this foreign thing like Coca-Cola?
Speaking of which, in the 90s of the last century, those bells and whistles of foreign beverage brands beat our domestic beverages all over the place. Since then, many domestic brands have begun to decline, and they have never slowed down. But this big kiln is an anomaly, although it is not as flamboyant as Coca-Cola, but the sales volume has reached 3.2 billion! How exactly does it do it? Can it surpass Coca-Cola in the future? Let's talk about this today.
How did the big kiln pop up?
It is said that in 1990, Wang Qingdong, the founder of Dayao, was an ordinary ordinary person in Hohhot. One day, this guy saw in the newspaper that 42-year-old Zong Qinghou had built a business empire with Wahaha, and he was so excited. He was determined to build his own business.
So, Wang Qingdong's first step was to empty his pockets, buy a tricycle like Zong Qinghou, and start selling soda all over the street. At that time, he was full of confidence, and felt that he had grasped the doorway to make a fortune, and he would be able to become the boss in another three years.
The result? Imagination is always beautiful, but reality has given him a slap in the face. Three years have passed, and the little money he earns is enough to make ends meet, and he is still far from being the boss.
However, Wang Qingdong has a lot of tenacity and did not give up easily. He pondered it carefully and found that it was too inefficient to sell all over the street. If you want to ship in large quantities, you have to cooperate with the store. So he began to sell door-to-door, explaining the products to the store in detail, and helping to put the goods in place when they were delivered.
As the days went by, he could be regarded as having a good reputation at the local store, and more and more people were willing to buy from him. Later, he finally opened his first beverage factory, but the equipment was too simple, and the quality of the drinks produced was not up to standard.
When he was worried, a shopkeeper told him that a well-known beverage factory had gone bankrupt, and that the equipment in it was quite advanced and could be bought. If the money is not enough, he is willing to help. It turned out that the background of this beverage factory was not small, but the management was always infighting, and finally collapsed. The local leaders thought about selling it as soon as possible.
As soon as Wang Qingdong heard about this opportunity, he immediately took over the factory and founded his own beverage brand, called "Dayao".
How did the big kiln develop?
The name not only attracts consumers in Inner Mongolia, but also in the three northeastern provinces. Everyone likes the rustic packaging and pleasant taste of the big kiln, and they also put the big kiln and beer together in the store.
Originally, the name of the brand was to promote the hometown culture, but I didn't think that the name of this Tubula would open the northern market. In order to get closer to consumers in Northeast China, Wang Qingdong also deliberately changed the packaging of the kiln to the same as a beer bottle, and also made an advertising slogan of "drink and don't drive, drive and drink the kiln". In just such a sentence, the popularity of the kiln rose gradually, and it soon became popular in the northern region, and it can be regarded as gaining a firm foothold in the northern market.
Later, Coca-Cola came in, and the domestic beverage market was beaten to the ground. But under the leadership of Wang Qingdong, Dayao quickly adjusted his strategy and kept his place. The first thing Wang Qingdong did at that time was to shift his sales channels from stores to small restaurants and barbecue restaurants. His investigation found that more than 70% of the kilns were drunk in restaurants.
Therefore, if you directly transfer the channel to the hotel, you can avoid being confronted with Coca-Cola. In addition, he decided to enter the national market and build production lines in several cities to reduce transportation costs and expand coverage. Relying on these advantages, the kiln has a great say in bargaining.
It can even be supplied at half the price lower than its peers, which has become a winning weapon for the kiln. After decades of development, Dayao has become a survivor under the siege of Coca-Cola, and has been relying on ultra-high cost performance to hold its own market.
But there's still a long way to go before you can really beat a giant like Coca-Cola. But as long as you stick to your original intention and continue to work hard, you will be able to do it one day. After all, those giants are not as glamorous as they used to be.
Are the beverage giants also falling behind?
The business environment is changing every day, and consumers are becoming more and more health-conscious, which can have a big impact on the beverage market.
Especially for companies like Coca-Cola, which focus on carbonated drinks, the overall sales performance has been declining for several months. Today's consumers are more concerned about their health than ever before, and they are increasingly shunning Coca-Cola.
In addition, consumers are becoming more environmentally conscious, and Coca-Cola's plastic bottle packaging is becoming more and more annoying. This is a big blow for Coca-Cola, which mainly sells bottles.
In addition, in recent years, some health-focused beverage brands have continued to emerge in the market, and they have quickly seized the market with healthier formulas and promotional methods. In contrast, Coca-Cola is obviously a little weak to compete with them, and the future development prospects are not very optimistic.
To sum it up
The success of Dayao tells us that when brands face the siege of giants, they must think from the perspective of consumers, use innovative ideas to open up new markets, and avoid confrontation with giants. Only by adhering to the original intention and advancing with the times at the same time can we survive in the fierce market competition and walk out of a path of our own.
Brothers and sisters, our domestic brands are not bad! A down-to-earth and innovative brand like Dayao may one day really be able to trample a foreign brand like Coca-Cola. Let's wait and see!