Who would have thought that after the death of the old gentleman after the clan relative, Wahaha's former rival Nongfu Spring encountered an unprecedented Waterloo in the market.
As things get bigger and bigger, in order to save Nongfu Spring, Zhong posted in the middle of the night, and his words also silenced netizens, which can't help but make us think deeply, how should Nongfu Spring deal with this brand crisis in the future?
How much influence does the legacy of the old man have on the Wahaha brand?
Mr. Zong's business spirit seems to be flowing in his brand DNA, and his death has become a catalyst for Wahaha's sales, which soared in just two days, setting an unprecedented sales record.
This has aroused admiration for Mr. Zong's business wisdom, and also made the Wahaha brand lead the market, which shows that the brand's historical accumulation and pioneer legacy play a vital role in the market's response.
In stark contrast to Wahaha's gratifying sales, Nongfu Spring's market woes have been flocked to Nongfu Spring with a wave of consumer boycotts, and the online live broadcast room has become a battlefield of criticism and accusation.
Nongfu Spring seems to have failed to respond effectively in a timely manner, and had to choose to close the comment section to avoid the limelight, a move that avoided continuing to receive negative reviews, but failed to quell consumer anger and instead contributed to the boycott.
Timely and effective communication and response is crucial in the face of a crisis, and Nongfu Spring seems to be a little caught off guard in this regard.
In the face of the sharp decline in the market, Nongfu Spring decided to take emergency measures, that is, to reduce the price, and they directly cut the ** of mineral water in half, from the original price of 2 yuan to 09 yuan a bottle, a drop of up to 55%.
At the same time, other beverage products have also launched a buy-one-get-one-free campaign. This price reduction strategy was intended to win back consumers, but it sparked even more controversy.
Many consumers said that they did not care about the meager discount, but valued the credibility and quality behind the brand, and they believed that Nongfu Spring's price reduction was a self-destructive move to destroy the brand image, which made people angry and dissatisfied.
The controversy over Nongfu Spring's price reduction strategy is that consumers do not think that insignificant discounts can cover up the fact that the brand image has been damaged.
From the consumer's point of view, they are more concerned about whether the products they buy have high quality and brand reputation, and the image of the brand in the market is often based on long-term efforts and good reputation, and the temporary price reduction behavior may damage the brand trust.
It is worth noting that this price reduction strategy did not win back the hearts of consumers as expected, on the contrary, it further damaged the brand image of Nongfu Spring.
Many consumers began to question Nongfu Spring's business ethics and product quality, and some even said that they would never buy the brand's products again, reflecting consumers' high demand for brand loyalty and the fragility of brand image in the market.
So, how should Nongfu Spring respond in the face of consumer resistance and doubts?
Brands need to re-examine their brand image and market positioning
Nongfu Spring has always been regarded as a representative of high-quality mineral water, so the collapse of the brand image has had a great impact on it.
In the process of restoring its brand image, Nongfu Spring needed to strengthen its control over product quality and regain the trust of consumers through active communication and response.
Serious consideration is also needed to continue with the price reduction strategy
While price reductions can stimulate sales in the short term, the core values and credibility of the brand are more important in the long run.
If the price reduction strategy cannot really solve the problem of brand image damage, it may fall into the quagmire of the first war, making the brand image more embarrassing.
Nongfu Spring needs to carefully consider whether to continue to pursue short-term sales growth, ignoring the long-term stability of brand value.
In fact, in the face of consumers' doubts, Nongfu Spring can respond through transparency and open communication, establish a dedicated channel to have a sincere dialogue with consumers, explain the logic behind the brand's decision-making, and promise to improve and enhance product quality.
This kind of proactive communication can help dispel consumers' distrust of the brand and rebuild the trust relationship between the brand and the consumer.
In addition, Nongfu Spring needs to strengthen market research and consumer insights to understand consumers' needs, concerns and market trends, so as to help brands formulate marketing strategies more accurately.
By understanding the real needs of consumers, Nongfu Spring can adjust product positioning and market communication to better meet market expectations.
Branding is a long-term and complex process, Nongfu Spring needs to be patient in this process, in the market crisis, the authenticity and values of the brand are crucial, Nongfu Spring needs to pay attention not only to sales figures, but also to pay attention to the long-term sustainable development of the brand.
Nongfu Spring used to be the leader in China's mineral water market, and how to regain this position will require the joint efforts and unremitting struggle of the entire brand team.
At the same time, we cannot ignore the continuous changes in the market environment, and Nongfu Spring can flexibly adjust its strategy to adapt to the needs and changes of the market with the help of market research and competitive product analysis.
Sometimes, brands need to be more agile in responding to market challenges and finding innovative development paths to ensure the sustainable development of the brand.
It can be said that Nongfu Spring needs to make prudent decisions and pay attention to the long-term maintenance of brand value in the face of the market turmoil caused by the legacy of the ancestors.
Through transparent communication, product quality improvement, and in-depth insight into the market, Nongfu Spring may be able to resolve the brand crisis, win the trust of consumers, and achieve brand revival.
The outcome of this market situation will depend on how Nongfu Spring navigates the wind and waves and finds new opportunities for brand development.
Rather than trying to redeem the decline with an explanation.
Nongfu Spring's vice president Zhong Sui responded to Internet rumors