The ups and downs of the Wugu Dojo: From the new star of the industry to the dismal departure, explore the success or failure code behind it
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In modern society, the fast pace of life makes many people are looking for a balance of convenient and healthy eating, standing in front of the supermarket shelves, a dazzling array of new instant noodles are often impossible to choose, as a product of the times, instant noodles have long become an indispensable part of young people's lives, and in this field, there is a name that has already become famous in an instant: Wugu Dojo, which is sought after for the healthy concept of "non-fried", has made brilliant achievements in a short period of time, and has become the preferred choice in the minds of many consumers. Today's Wugu Dojo has become a thing of the past, reduced to a classic business story, to understand all this, we might as well follow its footsteps, retrace this cycle of glory and trough
Dating back to the 90s, a young rural guy Wang Zhongwang, with a dream to bravely step into the society, started his career, with a courage, he struggled in a bitter life, with the love of life, he took root in the sales industry, and gradually accumulated a wealth of experience and contacts, perhaps, it is this period of hard work experience, cultivated his keen business sense, so that he grasped the opportunity on the road to entrepreneurship later
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With the change of the times and the change of the market environment, consumers pay more and more attention to their own health, and this is precisely in the eyes of Wang Zhongwang, he through in-depth research on the market, found the competitive advantage of "non-fried", and took this as the entry point, founded Wugu Dojo, since then, this brand began to emerge at a lightning speed, becoming a new force in the instant noodle industry
Under the sales agent of Hualong Company, Wang Zhongwang's talent was gradually revealed, he successfully opened the northwest market, but he was not satisfied with this, on the contrary, in the broad market background, he chose to stand on his own, in order to achieve this goal, he did not hesitate to borrow 1.7 million yuan, set up his own brand - Santai Prince Food Company
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Wang Zhongwang, who began to contact the instant noodle industry, noticed the changes in the consumer market and realized the health risks brought by fried food, he boldly introduced the "no frying" concept of Japan instant noodles and proposed a new product concept, under the guidance of this concept, Wugu Dojo came into being, through innovative production technology, Wang Zhongwang not only improved the health of the product, but also grasped the pulse of the market
In this process, high investment and market feedback quickly formed a positive cycle, Wugu Dojo gradually, in order to promote the brand, the brand invested a lot, signed the popular star Chen Baoguo as a spokesperson, with his positive energy image, the product quickly attracted the attention of the target consumer group, product sales soared
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The success of the Five Grains Dojo is not accidental, accurate market research, coupled with the controversial but refreshing concept of non-frying, did capture the hearts of consumers at the time, in the advertisement, the slogan "non-fried and not greasy" was released as soon as it was released, the response was enthusiastic, and consumers would think in their hearts: "The food cooked by my own mother is healthy and nutritious, can the Five Grains Dojo do it?" "At this point, the results are clear, with sales and brand reputation on a straight upward trend
Decades of market experience bluntly said, achievements are often accompanied by fatal hidden dangers, Wang Zhongwang tasted the taste of success, began to unconsciously become conceited, he overestimated the market demand, can't wait to establish a comprehensive system and R & D plan, blind pursuit of expansion, Wang Zhongwang invested heavily in the construction of production bases throughout the country, but ignored the internal management of the enterprise and the improvement of product quality, gradually, the problem began to reveal: the management is unbalanced, the people are disheartened, the sales team is broken from the upstream and downstream, and the heart-wrenching storm is quietly coming
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Under the influence of market turbulence and conceit, the brand image of Wugu Dojo began to be broken, although Wang Zhongwang desperately wanted to compete with the giants in the same industry, but he did not know that he had already lost the initial edge, at this time, coupled with its tight capital chain, Wugu Dojo was facing a crisis of self-redemption, Wang Zhongwang had no choice but to transfer his production assets, and sold part of the value of the enterprise to COFCO at a price of 100 million yuan, and this was the wisest choice he could make
It didn't take long for Wugu Dojo to completely summarize its glory in the situation of high debts, it claimed to be a pioneer in the industry, but it fell to the bottom in the changes in the market curve, eclipsed, and even the new owner COFCO Group, which initially had high hopes, seemed to be powerless, and finally, in a company that quickly lost its aura, Wugu Dojo was sold to Chen Keming's Keming Noodle Industry at a price of 52 million
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With the passage of time, Wugu Dojo has been revitalized again, inheriting the glory of the former brand, Keming noodle industry through careful rebranding and product optimization, so that Wugu Dojo back to the consumer's field of vision, at this time Wugu Dojo is no longer blindly pursuing the concept of nutrition, but enriching the product line, adapting to various consumer needs, and gradually adapting to the trend of market diversification
After the rebirth, Wugu Dojo is undoubtedly a typical case from success to failure and then to slow recovery, from the rise of a brand to the fall, and then to the inspiration behind the rebirth, the essence of existence is a lesson that countless entrepreneurs need to remember, whether it is the expansion of the scale of the enterprise, or the trend of market reversal, all in line with the theme of the development of the times, the story of the Wugu Dojo may be a reminder about ideals, but also a warning to the strong in the business world
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In this era of complex information and fierce competition, the road of business management and brand building is full of thorns, and the ups and downs of Wugu Dojo are not only the entrepreneurial hardships experienced by Wang Zhongwang behind it, but also the true portrayal that every person who pursues success must face, and hopes that through the ups and downs of this history, more people can be inspired to find their own way to success