Every product needs to be targeted.

The so-called positioning is to say who your product is developed for.

After all, there is no such thing as a product that everyone likes in this world.

Even if it's a must-eat meal for everyone, not everyone will like the same type of food.

Therefore, when most of the products are developed and operated, they will first determine their own product positioning.

If you don't even know your own product positioning, then, undoubtedly, such a product will not have any competitiveness.

"Mr. Zhang, you can see very accurately. Previously, we positioned our Wanglaoji as a drink, which the whole family can drink. For this reason, we have also shot a lot of advertisements around this positioning. However, the advertisement went down, and the effect was not good. Many people would rather drink milk than drink our Wanglaoji. ”

"Yes, that's the problem of not finding the right positioning."

Zhang Ning nodded.

"Wang Laoji himself is herbal tea, he has no advantages like milk and cola. Moreover, although herbal tea has a history of hundreds of years in China, the beverage actually does not have much history in China. Nowadays, many people drink beverages and other beverages that are also imported from the West. On the other hand, modern beverages are not made in China. So, we went back to the previous one, and we positioned Wang Laoji as herbal tea or drink. ”

"Actually, I'm more inclined to herbal tea."

Chen Hongdao said, "Our Wanglaoji itself is a kind of herbal tea with traditional Chinese medicine, which is different from the traditional drink. ”

"Mr. Chen, I'm afraid that positioning herbal tea will make your Wang Laoji unable to go out of markets outside Guangzhou and Dongdong. I don't know if you have done a survey, how much do you know about herbal tea? ”

"This ......"

Chen Hongdao was in trouble, and smiled bitterly for a while.

"We have done a survey in this regard, and to be honest, there is not much awareness of herbal tea in China. When it comes to herbal tea, many people will think of it as cool water, or cold boiled water, and will not think of herbal tea that can reduce fire. ”

"Yes, if that's the case, it's even more difficult. Since you don't even know what herbal tea is, on the one hand, you have to promote your Wang Laoji, and on the other hand, you have to popularize what herbal tea is like the Chinese people, and the difficulty can be imagined. ”

"Or, will we position Wang Laoji as a drink?"

Chen Hongdao was also a little helpless, he couldn't make herbal tea, he could only make drinks.

"That's more difficult."

Zhang Ning still shook his head, "Let's not talk about foreign Coca-Cola, Pepsi and other giants." Just the domestic Wahaha, a beverage manufacturer like Uni-President, I'm afraid you Wang Laoji don't have much competitiveness. Let me ask, is your Wanglaoji more competitive with their milk, more popular with their orange juice drinks, or better with their various types of black tea and green tea? ”

Chen Hongdao shook his head again.

It's just that under the continuous shaking of his head, Chen Hongdao seemed even more anxious.

"What can I do?"

"It's very difficult to make herbal tea, and you can't fight others to make drinks, so what do you do?"

"Could it be that Wanglaoji herbal tea is destined to be a niche product?"

Chen Hongdao was unwilling.

However, when Chen Hongdao saw Zhang Ning, who had been confident and tasting Tieguanyin on the side, he suddenly smiled slightly.

"It seems that Zhang has always thought of a way."

"I don't."

Zhang Ning pretended that there was nothing to do, and shook his head.

"Mr. Zhang, you can invite me over today, plus Mr. Zhang looks confident today. If you say that there is no idea, I Chen someone will not believe it. ”

"Haha, Mr. Chen doesn't seem to have a bad eye."

Seeing that Chen Hongdao guessed his thoughts, Zhang Ning nodded.

"Well, I actually have a little idea, but maybe Mr. Chen can't do what I think."

"If Mr. Zhang doesn't say it, how can he know that we can't do it."

"Okay, I'll just say it."

Zhang Ning sorted out the plan in his mind and said, "The first step, I will inject 300 million yuan into your Wang Laoji, accounting for 40% of your Wang Laoji's shares, I don't know what Mr. Chen thinks?" ”

"No problem."

Chen Hongdao did not hesitate and nodded directly.

Wang Laoji's capital flow is already strict and insufficient, and he really needs someone to invest.

It's just that Chen Hongdao found several companies before, but there were not too many people interested.

Who knows if Wang Laoji will drink it, and it will be strange that someone will invest.

"Hehe, Chen always wanted us to invest a long time ago."

Zhang Ning suddenly laughed.

This made Chen Hongdao blush a little, and immediately knew that Zhang Ning guessed that he had invested in Zhang Ning before, and said apologetically, "Mr. Zhang, I can only say sorry to you, I can't help anything about the previous matter." ”

"It's fine."

Zhang Ning didn't care in the slightest, "Actually, I am also a little interested in Wang Laoji, and what you said is not wrong." Domestic beverages are dominated by foreign giants, can our domestic beverages not be able to meet the needs of consumers? ”

"That's right, Mr. Zhang, in fact, when I signed an agreement with Guangzhou and Zhou Pharmaceutical, I also thought so."

Seeing that there was someone who was in line with his thoughts, Chen Hongdao was a little excited.

"Mr. Chen, don't be so happy. The Guangzhou and Zhou pharmaceutical industries you mentioned are the second condition I want to say, and I hope that you Wang Laoji will change your name. ”

"Name change?"

Chen Hongdao asked puzzledly, "Why, is it because the name Wang Laoji is too inconsistent with the market." ”

"I can't say that."

Zhang Ning denied, "Although the name Wang Laoji is worse than names like cola, milk, and orange juice drinks." But a name doesn't mean anything, or as I said before, as long as we promote it well, even if no one knows what Wang Laoji means, but they will also use our products. Just like Wahaha, who knows what the three words Wahaha represent, right? ”

"In that case, why did Mr. Zhang want Wang Laoji to change his name. And, Mr. Zhang should know. Wang Laoji is a century-old brand, and I also signed a lease contract with Guangzhou and Zhou Pharmaceutical because of his brand. Otherwise, I have known Xiangjiang Wang Zebang's great-grandson for a long time, and I have their authentic Wang Laoji formula, and I don't need to sign a contract with Guangzhou and Zhou Pharmaceutical, and just change my name to land in the domestic market. ”

Wang Laoji was founded by Wang Zebang of the Qing Dynasty in the previous life, but hundreds of years later, especially after World War II, the Wang Laoji brand was divided into two parts, one was owned by the government, which is now owned by Guangzhou and Zhou Pharmaceutical, which is responsible for the domestic market, and the other is managed by Wang Zebang's descendants, responsible for Xiangjiang and overseas markets.

If Chen Hongdao was just selling Wang Laoji in Xiangjiang, he would not have needed to sign a contract with Guangzhou and Zhou Pharmaceutical. But if Chen Hongdao wants to enter the mainland market, then he has to sign a contract with Guangzhou and Zhou Pharmaceutical to rent Wang Laoji's brand in the mainland market. So, in the mainland, we can see it. There are two kinds of Wanglaoji, one is the red can Wanglaoji, which belongs to the herbal tea product launched by Chen Hongdao. The other is the green box Wang Laoji, which is a product of Guangzhou and Zhou Pharmaceutical.

Although both products are called Wanglaoji, they are not owned by the same company.