"To say that Xiao Huang is indeed very similar to Rhubarb!"

Bao Fan said with a smile: "Thirty years ago, under the iron fist of cracking down on economic crimes, Huang Guangyu, who was only 16 years old at the time, left Chaoshan with imported electrical appliances and opened a store on Zhushikou East Street. ”

"It's always 10 yuan cheaper than others, and if others sell it for 1,000 yuan, I sell it for 990 yuan. ”

"Don't be verbose in advertising, just say how much cheaper you are than others. ”

"Now Huang Zheng directly copied Huang Guangyu's standard answer, and out of the blue, he turned 990 into 9 9?"

Shen Feng frowned, Ma Yun said that the foundation of e-commerce is information flow, cash flow and logistics. And his West Lake hometown also began to pay attention to logistics after sitting on the throne of the second largest e-commerce.

The method is still so direct, copy Lao Huang's homework again: buy Gome's convertible bonds for 200 million US dollars, and connect Pinduoduo to Gome's Anxun Logistics.

Completely detonated a new round of express price war, Yiwu express unit price fell below 1 piece!

There's no way to do it, isn't Wanli hooking up with SF Wang?

Looking back on the past 20 years, the leaders of the express delivery industry have changed several times. 14 years ago, Shentong seized the business of import and export trade and has always been the big brother of the private express industry.

YTO, which has been deeply bound to Taobao for 15 years, has replaced Shentong to the top of the industry with the express train of the rise of e-commerce.

In 16-18 years, Zhongtong won three consecutive championships, and at the same time, Yunda chased from the junior brother of Tongda to the list, and Baishi surpassed Shentong......

The dragon head changed several times, and the red eyes were killed between the couriers, but they were reunited in the arms of the old horse.

In Ali's eyes, the little ants who work hard are the best babies for their fathers.

Is the rookie station fragrant?

Continue to do large-scale to reduce the cost of a single ticket to obtain price competitiveness, and become the only way to live for e-commerce express delivery.

This kind of business model and competitive pattern is almost a hellish nightmare for the e-commerce express companies that later joined the warband.

Huang Zheng wants to go further, the next threshold is express delivery, how to break the game?

Two days later, Keer came to the office, reported to work, and complained: "Heytea has been co-branded so many recently, do you want to be the Supreme in the milk tea industry?"

Shen Feng laughed, Heytea, which was the biggest competitor of True Fruit Tea during this time, was indeed quite active.

While busy launching co-branded meal replacements with Wonderlab, he launched co-branded canvas shoes with Huili, and even launched co-branded green diamond cards with QQ Music......

In the past month, there are as many as five brands that have cooperated and linked?

You're afraid it's not a brick, where do you need to move?

"The last time I saw this kind of crazy co-branding momentum was two years ago, when it swept the circle of friends, Supreme. ”

Ke'er diss said: "Now it seems that everything can be happy tea, this is the rhythm of madness?"

Shen Feng waved his hand, this is also people's ability, which shows that the market recognition is getting higher and higher, otherwise who will take care of you in a big factory?

"What national fashion clothing, cultural and creative, daily necessities, cosmetics ......"

"Bundle mochi and green diamond card ...... with QQ Music"

"Co-branded cup sleeve with iQIYI......"

"Even launched an environmentally friendly peripheral ...... with Meituan"

Ke'er said disdainfully: "What's the use of playing bells and whistles all day long and not working on taste?"

Shen Feng frowned, this train of thought was very dangerous, and reminded: "I'll just ask you a word......

"There are a few people who can taste the most subtle differences like you!"

Ke'er was stunned for a moment, looking at the boss's serious expression, and suddenly a little overwhelmed.

"To put it bluntly, fruit tea is pretending to be used, and customers are queuing up for thirty or forty to buy a cup, is it really to quench their thirst?"

Shen Feng said seriously: "Packaging, shape, color, and even forced ......"

"This is the core competitiveness!"

Ke'er suddenly realized, listening to Jun's words, and instantly opened his mouth, tossing so much is it still to break the circle?

Shen Feng saw that Ke'er was relieved, and continued: "Don't underestimate any opponent, being able to survive to this day in itself speaks to a lot of problems. ”

"Heytea's first co-branding is actually Maybelline, and the 17-year cross-border co-branding has just emerged. Like many brands, the linkage method is relatively simple, only to launch limited cup sleeves on specific occasions. ”

"In 18 years, the surrounding business was opened, and the co-branded routes have also changed. That year, I was particularly fond of co-branding with various niche domestic fashion brands and cultural and creative IPs such as the British Museum. While constantly moving its brand image closer to the young trend, Heytea hopes to cultivate loyal fans of the brand. ”

"At that time, it was almost all fan-oriented linkage, and there were few co-branded products that really attracted the public's attention. ”

"19 years is a year to really make great strides to try different co-branded styles, and it is also from that year that the Heytea brand linkage began to focus on products and logos. ”

Keer blurted out: "Do you want to create an IP universe?"

Shen Feng was stunned for a moment, and said with a smile: "The universe is not the universe, but if a company doesn't even have ambitions?"

Keer took a deep breath, to say that he did put a lot of energy into developing products during this time, and of course he also did a lot of linkage with hipsters, but ......

Shen Feng didn't speak, Ke'er was a fledgling after all, and it was very good to be able to do it now. The pursuit of food is in nature, and it is natural to hope that every product can satisfy consumers.

It's not wrong,

It's a matter of strategy.

Thinking of this, he said: "You can focus on developing products, which is the king of long-term brand development." ”

"But marketing also has to keep up, after all, forcing is the biggest premium of fruit tea, if you have limited energy, you can find more professional help. ”

Ke'er nodded, there are more and more things, and many areas are indeed stretched, she looked up at Shen Feng and said seriously: "I understand!"

Shen Feng smiled, there is no need to hammer the drum, when the time comes, lock in a few operational talents, hundreds of trendy brands on the hipsters' side, isn't it a joint name?

Who's afraid of whom!

I didn't expect that the niche field of fruit tea actually met a very interesting opponent, behind the word co-branding, it is often followed by crazy robbery, and this is also one of the reasons why brands are so keen on cross-border linkage.

In addition to stimulating sales, in fact, the essence of product co-branding is that different brands leverage each other's strength, find and use the commonality of each other's products or brands, and jointly create higher brand popularity and value.

I have to say that Heytea's operation team has masters, and it doesn't matter if the sales volume is not sold after the joint branding, and the overwhelming marketing activities have brought great popularity to people.

In the past two years, it has been on the hot search more than 20 times, and the nemesis Nai Xue only has two pitiful ones, and Lele Tea doesn't even have a name!

Even if half of it is negative, what hygiene problems...... The clerk called the takeaway guy......

Or does it mean that people are on fire!

In my own opinion, co-branding is to acquire user groups in more consumption scenarios. For example, daily chemicals and makeup products hope to make consumers recall the Heytea brand again in scenes other than buying tea.

It's a smart way to further strengthen your brand identity through product features.

Deeper attempts at the commercialization of various IPs in other categories, covering snacks, seasonal foods, cups, canvas bags, badges, digital accessories......

Especially in the ready-made tea industry, where homogenization is very serious and product iteration is rapid, isn't this a kind of brand competitiveness?