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Tencent In My Eyes

2020/7/9 12:27:00 197

Old Godmother

Hi, do you eat melons?

Although it's an old melon, it's still interesting to think about it today.

This melon is the most magical event last week and the first sand sculpture event in the second half of 2020. It happened between Tencent, a big internet factory, and Lao Ganma, a chili sauce factory.

1、 "One can of Tencent's" 16 million old mothers

Starting from the court, I will sue my mother for the cause.

On June 29, Shenzhen Nanshan District Court issued a civil ruling, saying that it agreed to Tencent's request for sealing up, freezing 16.2406 million yuan of property under Lao Ganma's name. After the news broke out, netizens were curious: what's the reason for Tencent's fighting?

Tencent quickly responded that Lao Ganma had put tens of millions of yuan of advertising in Tencent's QQ car game, but ignored the contract provisions for a long time in arrears.

It's a normal business dispute at this stage, but do you think that's it? The Internet tells you: I have not only reversal, but also climax!

The next day, Lao Ganma stood up and not only said that she had no cooperation with Tencent, she had no knowledge of the matter, and even suspected that Tencent had been cheated by a third party, so she called a police officer for Tencent.

Results on the third day, Guiyang police released the investigation results: after preliminary investigation, three suspects respectively pretended to be the manager of Laoganma's marketing department and forged Laoganma's company seal, and signed a cooperation agreement with Tencent company in order to obtain and resell online game gift codes for economic benefits.

rubberneck:???

Let's take a look at what Tencent's serious planning is like:

1. QQ car game scene implanted Laoganma;

2. For QQ flying figure design Laoganma LOGO FASHION collocation;

3. QQ racing players are also forced to open business: "every day with an old godmother is very happy."

4. Launch a topic with hundreds of millions of readers#

5. Launch QQ flying car tour limited old Ganma gift box

After all, the efforts made by the goose factory for this cooperation were wrong.

2、 "National goddess" is out of the circle again. How hot is she?

Although it is not comparable to "glory of the king" and "peace elite", QQ flying car has nearly 500 million registered users as early as the beginning of 2018. Relying on the social software of wechat and QQ, QQ has more than 50 million users of s league matches in the whole year, and has also broken into the top 10 in the 2020 Spring Festival ranking.

In the face of such a huge amount of traffic, it is difficult for us to predict whether Laoganma will get the dividend of this wave of advertisement. However, as far as Laoganma is concerned, it has produced a magical effect. People surfing the Internet once again recall the taste of Laoganma.

Fluffy hair, rigorous expression, white apron and three big characters "Tao Huabi" constitute the most distinctive signs of Laoganma chili sauce. Over the past 20 years, Laoganma has conquered the desire of many men, women, old and young people in China by virtue of their salty, fragrant, spicy, and crispy characteristics. Laoganma has also been constantly exploring tastes and varieties, from common chili sauce, spicy dishes, Douchi to sufu, chili oil, and more than 20 products. Food people take it as a key seasoning, but if it's a stir fried dish or noodles, you have to have some old Ganma.

It is said that every overseas study party will have at least one can of Lao Ganma. Each bottle of chili sauce is wrapped in transparent glass bottles. Douchi and chili are stored in red oil to comfort their homesickness and improve their taste in countless lonely days and nights. In 2012, Lao Ganma was honored as a noble condiment by gilt, an American luxury e-commerce company; in 2015, she was rated as the world's top chili sauce in the food festival held by the Los Angeles Times.

There are also a large number of loyal fans of Laoganma on twitter, and all kinds of unexpected and strange collocations come at once, such as "Laoganma with macaroni", "Laoganma with Turkey", "Laoganma with mashed potato", "Laoganma with bread

But to get rid of the "aura" surrounding Laoganma, Laoganma is also facing many crises. Before 2019, Laoganma's sales revenue has not been greatly improved, and its market share in seasoning retail market is not high. According to the data of the Ministry of industry and information technology, the growth rate of the market scale of the whole chili sauce industry is still above 7%. It is estimated that by the end of 2020, the market share of chili sauce industry will reach 40 billion, while Laoganma's market share is always lower than that of competitors Haitian and Li Jinji.

3、 Brave in fashion circle, old Ganma should be younger

When more and more people start to make chili sauce, if they don't keep up with the pace of the flow era, maybe old Ganma will be eliminated slowly.

In recent years, Lao Ganma has no longer wanted to be a hot sauce of bibimbap. In order to keep her status as a seasoning Wulin, Lao Ganma began to "go out of the circle" and break into the fashion world which was originally incompatible with her own positioning.

In 2018, Lao Ganma took the first step with practical actions.

The so-called brands that don't want to be in the fashion are not good chili sauce. In the "China day" promotion activities of New York Fashion Week in spring and summer of 2019, Lao Ganma and tmall global tide launched a custom-made sweater, which went on the New York Fashion Week, and was also sold on the New York buyer's shop opening ceremony and tmall.

Let's take a look at Lao Ganma's customized sweater:

It has a red base like chili sauce, with a prominent logo of Lao Ganma on the front, Chinese characters of "national goddess" on the left sleeve and the English words "sauces Queen" on the right sleeve.

It can be said that the version is loose, the combination of China and the west, and the tide word is at the head. According to relevant media reports, Laoganma's sanitary clothes were sold out in tmall, and the sales of buyers' shops were not very good. However, despite this, Laoganma has achieved the goal of blooming flowers outside the wall and fragrance inside the wall, leaving a deep brand in the minds of the new generation of young people in China - with such a "national goddess", her hot sauce is extraordinary.

After New York fashion magazine and mom, they launched two new styles of hot pepper sauce.

What kind of magazine is menswear? Men's wear is defined as the first open pure male magazine in China. It is known as "playboy" in China. Its cover mostly uses sexy photos of stars and beauties. It has also been blocked from the official wechat official account because "the office of online mail curbs the vulgar trend" Key words: sexy.

Is Laoganma sexy? She's hot enough, Now, the hot man of the goddess is not only a hot man, but also a hot man. Can't hot be a reason to appear in men's wear?

4、 Touch the stone and cross the river

After withstanding the test of time, "older" domestic products are more and more anxious. With years of word-of-mouth accumulation, along with the growth of a large number of people, these old Chinese products have already left a brand in the hearts of consumers, but when they face a wide range of goods on the shelf, consumers will not necessarily adhere to the familiar taste in their memory.

The single product structure and aging brand have become the biggest problems of these domestic products. If there is no change, the old Ganma will be gradually eliminated from the market. The next trend of young people's consumption is convenience.

Catching the eyes of young people, Chinese products began to feel the stone of "joint name" across the river.

New environment, new era and new consumers, it's time to change ourselves! Not only Laoganma, more and more old-fashioned domestic products began to take the road of joint brand. Tsingtao beer is the embodiment of national tide brand NPC, Wangwang cross-border brand tyakash, and century old palace museum interesting cultural creation

The joint marketing mode of 1 + 1 > 2 gives the old brand domestic products the opportunity to borrow and collide with each other, and to set off a new fashion with a gimmick. Some old enterprises take the opportunity to produce new products, inject new vitality and usher in new breakthroughs.

How can the old and new products be sold well?


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