Recently, due to the death of Mr. Zong Qinghou and the revelation of his relationship with Zhongyan, the market competition between the two major beverage brands, Wahaha and Nongfu Spring, has become particularly fierce. Wahaha's sales have risen sharply, but at the same time, Nongfu Spring has encountered difficulties, facing strong opposition and bad words from consumers. In an attempt to restore its losses and reputation, Chung released a strategy to lower the ** overnight, but the action sparked wider discussion and controversy.
The traditions of the clan elders have influenced the dynamics of the market, and the farmers' price reduction strategies have been questioned.
After Mr. Zong's death, his deep business ideas seemed to be passed on to his beloved Wahaha brand. In just two days, Wahaha's sales seem to have received a huge boost, soaring all the way to an unprecedented sales record. However, Nongfu Spring has encountered an unprecedented market dilemma.
Nongfu Spring has been met with strong opposition from consumers, and the online live broadcast room has become a venue full of criticism and accusations. Nongfu Spring was a little helpless in the face of this sudden market fluctuation, and had to choose to close the comment area to avoid more attention and discussion. But consumer discontent has not eased, and on the contrary, more people have chosen to join the opposition.
In order to recover the economic losses and maintain its market share, Nongfu Spring decided to implement an urgent price reduction strategy. They decided to drastically reduce the price of mineral water, from the initial 2 yuan to 09 yuan, a staggering 55% drop. At the same time, other drinks have also launched a buy-one-get-one-free campaign. However, this strategy of lowering ** has provoked wider discussion and controversy.
Many consumers admit that they don't care too much about this small discount, but pay more attention to the reputation and quality behind the brand. They believe that Nongfu Spring's price reduction strategy is an act that damages its brand image, which is deeply indignant and dissatisfied. Some netizens said frankly: "Nongfu Spring, this is simply digging your own grave!" ”
This time, the price reduction strategy not only failed to regain the love of consumers, but also caused further damage to Nongfu Spring's brand image. A large number of consumers began to express doubts about Nongfu Spring's business ethics and product quality, and some even claimed that they would stop buying the brand's products permanently.
How should Nongfu Spring react in the face of consumer opposition and doubts? Do you choose to continue to implement a price reduction strategy to regain market share, or do you re-evaluate and re-examine your brand image and market positioning? Where will this market turmoil left by the elder of the sect go in the end? Let's wait and see.
Nongfu Spring began to reduce prices**