The annual sales of golden monkey milk candy are 2.6 billion, and they are 2 in 3 years700 million was repurchased by American companies!
Introduction: When I was a child, three pieces of golden monkey toffee was a cup of good milk, and it was a dessert brand that accompanied us to grow up. However, now, the golden monkey toffee has gradually disappeared from the shelves and has been forgotten by many people. All this stems from the acquisition bidding turmoil experienced by the Golden Monkey, which made this brand that carries the memory of the ** decade once again attracted people's attention.
The ups and downs of the Golden Monkey brand.
Today we are going to talk about the golden monkey milk candy, which was once among the top three candy brands in the country. In 2008, Golden Monkey Milk Candy became a sensation with its shelf life milk spring, and its sales soared to 2 billion within a year, reaching the peak of the brand's revenue. However, the good times were short-lived. In the following years, the Golden Monkey Milk Candy was gradually snubbed by the market, and with some negative news, the operation of the Golden Monkey Group began to have problems. At a critical moment, Zhao Qisan, the founder of the Golden Monkey Group, made a controversial decision - to give the brand ** to an American company.
However, the takeover caused a lot of controversy and suspicion, and many locals felt powerless and angry that the golden monkeys were sold to foreigners. At that time, Golden Monkey Milk Candy, like White Rabbit Milk Candy, was a frequent visitor to many families and the pride of national candy. Therefore, the acquisition of the golden monkey is difficult to accept.
Zhao Qisan's entrepreneurial journey.
To understand"Golden snub-nosed monkey"The ups and downs of the brand must understand Zhao Qisan's difficult journey. In 1979, Zhao Qisan became the new director of a household power plant run by a villager in Shenqiu County, Henan Province. At the time, the plant was heavily in debt, with only 30 employees, on the verge of bankruptcy. Faced with the predicament, Zhao Qisan did not give up and decided to transform the home factory into a food factory.
However, the road to transformation is fraught with difficulties. Zhao Qisan faced problems such as insufficient funds, lack of masters, and lack of equipment. He even had to squat on the dock, sleep at the station, borrow loan sharks to buy raw materials, pull carts to sell on the streets, and it was not uncommon for him to go without food for a day or two. After hard work, Zhao Qisan finally made the food factory profitable and continued to launch new products.
In 1991, Zhao Qisan founded the Golden Monkey brand. Golden Monkey Milk Candy became popular in an ad in 2003 and became popular all over the country. Zhao Qisan saw the potential of golden monkey milk candy and chose milk source bases in Henan and Inner Mongolia. The melamine scandal in 2008 meant that Golden Monkey Milk Candy survived and became a conscientious brand in the hearts of Chinese.
However, the success of Golden Monkey Toffee was short-lived. In 2010, the Golden Monkey Group was *** with quality problems, which caused consumer concerns. At the same time, China's candy industry is also facing problems such as intensified market competition and rising costs, which has brought great pressure to the golden monkey.
The takeover of the Golden Monkey Company.
In the face of various difficulties, Zhao Qisan made a decision that many people could not accept: in 2011, the Golden Monkey Group gave the Golden Monkey brand and assets to the American food company Eaton for 400 million yuan. The decision caused widespread controversy, with many people angry and disappointed with Zhao's decision.
After the acquisition, the Golden Monkey brand began to change. While Eaton is promoting the internationalization of the golden monkey, it has also changed the packaging and formula of the golden monkey to make it different from the taste of the past. At the same time, various counterfeit golden monkey toffee appeared on the market, which further damaged the brand image of golden monkey.
Lost"Golden snub-nosed monkey
Nowadays,"Golden snub-nosed monkey"It's no longer the same ordinary product as a child, and many people have forgotten about it. According to the feedback of some consumers, the taste of Golden Monkey Milk Candy has changed and is no longer that familiar taste. In addition, the competition in the golden monkey market is also becoming increasingly fierce, and many other brands of jam products have emerged, providing consumers with more choices.
However, the golden snub-nosed monkey is in"Post-80s"、"Post-90s"The position of the heart remains unshakable. Although the golden monkey toffee has gradually withdrawn from the supermarket shelves, its memories and emotions cannot be erased. Many people are willing to spend more time and money to find the taste and feeling of a real snub-nosed monkey.
The future of the golden snub-nosed monkey.
Even though the history of the Golden Monkey toffee brand is not perfect, Golden Monkey is still a brand with potential. In the face of market competition and damaged brand image, Golden Monkey can regain consumer confidence by rebranding and improving product quality.
In addition, the golden monkey can also take advantage of new marketing channels and methods to update its image. For example, we work with young netizens to promote through social networks to attract the attention of more young consumers. Golden snub-nosed monkeys can also launch new products to meet the needs of different consumers.
In any case, the golden monkey needs to regain consumer affection. A brand with a long history has a chance to get back on its feet as long as it finds the right direction. Let's wait and see what the future holds for the golden monkey.