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** 007 of the brand world
Author 007 of the brand world
In the Internet era, business wars between brands sometimes don't even need to be fought by both parties.
The spontaneous formation of a huge ** orientation may make a brand usher in a splashing wealth, or a splashing crisis. After Li Jiaqi's "Huaxizi Incident", the traffic carnival around domestic products such as Bee Flower and Vitality 28 is like this;
In Dong Yuhui's "Little Composition Incident", the "mother-in-law" rushed into Gaotu's live broadcast room and placed an order frantically;
After the death of Zong Qinghou, the founder of Wahaha, Wahaha was bought at the same time, Nongfu Spring, which is also a "beverage giant", was also boycotted by a large number of netizens, and a series of negative rumors spread widely on social **. Obviously, the hand behind this ** is neither Wahaha nor Nongfu Spring.
However, the fermentation speed of public opinion soon exceeded the expectations of both parties, and finally forced the founder of Nongfu Spring, Zhong Sui, and the vice president Zhou Li to both issue clarifications. 01
Nongfu Spring's ** crisis
Thank you to everyone who supports Wahaha, and I suggest that everyone consume rationally and buy on demand."
On March 1, in the face of the surge in orders from the store, Wahaha officially issued the following statement.
Source: Wahaha official***
According to ** reports, on February 28th and 29th, Wahaha's official *** did not open the live broadcast to bring goods, but the store's sales increased by more than 500%, and the No. 1 product in sales was Wahaha AD calcium milk.
is completely different from Wahaha's situation is Nongfu Spring's live broadcast room.
Although it is very popular, the barrage area was almost swiped by "Wahaha", and many netizens expressed their boycott of Nongfu Spring.
Source: Nongfu Spring Live Room.
Many people compare the relationship between Wahaha and Nongfu Spring to "the farmer and the snake", which comes from such a rumor: "After Zhong Sui met Zong Qing at the beginning of his business, because he was a fellow villager, Zong Qinghou handed over Wahaha's provincial ** to him." During the period, Zhong took advantage of the policy advantages of the Hainan Special Economic Zone to resell Wahaha's products to Guangdong and other areas with a high consumption level to earn the price difference.
Because this behavior disrupted the rules of the market, he was expelled by Zong Qinghou.
Later, Zhong set up his own business and founded Nongfu Spring in 1996, becoming Wahaha's biggest competitor. "Don't talk about integrity, backstabbing the benefactor, under the fermentation of the story, Zhong Sui was soon tied to the cross of morality and judged by netizens, and Nongfu Spring naturally became the object of anger.
It's just that the truth doesn't seem to be like a business war movie, but a little commonplace. In a long article response on March 3, Zhong Sui responded to the Internet rumors one by one, such as the first pot of gold he earned in his life was not in Wahaha, but in the cloth business;"Rushing goods" is just a joke, and he has never received a salary in Wahaha, let alone been fired.
Zhong also mentioned his contribution to the development of Wahaha, and it was at his own suggestion that Wahaha launched the well-known nutritious eight-treasure porridge. 
Source: Nongfu Spring.
In order not to make Zhong's response seem to be "the words of a family", Dr. Zhou Li, vice president of Nongfu Spring, also posted a strong post in the circle of friends, with sincere and sincere words. Although netizens who ferment topics on the Internet are called "melon-eating masses", it can be seen that there is a little anger, but it is obvious that in the face of the sudden ** crisis, Nongfu Spring cannot do "self-cleaning of the clear".
The battle between "pure water" and "natural water".
When it comes to the grievances and hatreds between Wahaha and Nongfu Spring, some may be "melon-eating masses" adding oil and vinegar, but the arguments and business wars between the two sides on "pure water" and "natural water" are unavoidable facts. This is the source of the growing gap between Wahaha and Nongfu Spring.
After Zong Qinghou passed away, Wahaha pure water once became the focus of discussion on the Internet, and the topic Wahaha Laboratory Royal Water also appeared on the top 1 of the hot search.
Many netizens who are engaged in scientific research in the laboratory said that due to the high purity of Wahaha pure water, the conductivity rate has reached 156, fully in line with the standard of laboratory water.
Some people have calculated that compared with the most expensive water purifier, a bottle of Wahaha pure water of 2 yuan can save a lot of expenses for the laboratory.
Source: Little Red Book.
But it is precisely because of the "high purity" that Wahaha pure water once became the target of Nongfu Spring's attack. Wahaha entered the domestic bottled purified water market in 1995. In 1998, Wang Leehom was signed as the spokesperson and quickly occupied the market dominance.
Source: Wahaha.
At that time, it was Robust's purified water that could compete with Wahaha, and the market share of Nongfu Spring was not high. But with the advent of the millennium, Nongfu Spring dropped a bombshell.
In April 2000, Nongfu Spring held a press conference, and Zhong announced that due to the lack of trace elements needed by the human body in pure water, which is not beneficial to human health, Nongfu Spring will no longer produce pure water in the future, but will instead produce natural water rich in trace elements. Subsequently, Nongfu Spring proved the advantages of natural water over pure water through daffodil experiment comparison, animal experiment comparison, cell experiment comparison, etc.
Nongfu Spring's move sparked dissatisfaction with pure water companies such as Wahaha and Robust, and the two camps set off a fierce war of words and went to court. On July 13 of that year, Nongfu Spring took Wahaha to court, and in August, Wahaha led 69 pure water companies across the country to jointly accuse Nongfu Spring of unfair competition.
As Zhong said in his long article, this "water war of the century" finally failed to settle under mediation, and the two sides shook hands and made peace. However, after this battle, Nongfu Spring became famous, and through slogans such as "Nongfu Spring is a little sweet", "We don't produce water, we are just nature's porters" and other slogans, all the way to the packaged water market, invincible.
Source: Nongfu Spring.
According to data from the consulting agency Guanyan Tianxia, Nongfu Spring's market share will reach 26 in 20215%, Wahaha only ranked fourth, with a market share of 99%。According to the 2023 Hurun Report, Zhong Sui became the richest man in China for the third time with 450 billion yuan. 03
"Kill" WahahaIn fact, from a business point of view, Wahaha's gradual decline may be related to Nongfu Spring, but it is not without problems in strategic layout, such as insufficient research and development of new products in the new consumption field, relatively conservative marketing concepts, etc., which were caught off guard by Nongfu Spring and the endless emergence of cutting-edge brands.
After Zong Fuli**, through a series of innovations and reforms, Wahaha's revenue returned to the 50 billion mark, and the brand was reborn. As a generation that grew up drinking Wahaha, many people don't want its scenery to be gone.
It's just that some netizens boycotted Nongfu Spring in order to support Wahaha, isn't it another kind of praise for Wahaha?For example, some netizens recently said that the reason why Wahaha has been using carton packaging is because Zong Qinghou once said that if it is packaged in plastic paper, it will cut off the income of those who make a living by picking up cartons**.
Source: Little Red Book.
Whether Zong Qinghou said such a thing has not yet been verified, as a conscientious entrepreneur, Zong Lao is very likely to have such compassion. But the fact is that according to Wahaha's customer service response, the packaging of Wahaha drinking water is differentiated, 12 bottles of pure water are wrapped in film, and 24 bottles are packaged in cartons.
Source: Western Decision.
This kind of partial and comprehensive praise is not what Zong Qinghou wants to see.
This is more like a moral kidnapping of Wahaha. Because today's Wahaha needs not to be reluctant to cling to the past, not to think of the source of morality, but to conform to the trend of the times and get rid of the heavy burden of innovation.
It is said that shopping malls are like battlefields, and in the Internet era, we are used to seeing deceit and intrigue for the sake of traffic and popularity, but a series of spontaneous remembrance activities by netizens for Zong Qinghou may be because Zong Lao let the public see what a businessman should be:
Perseverance, perseverance, diligence and pragmatism, responsible for products, employees, consumers, and win the hearts of the people with word of mouth. Recently, there was a piece of news that an old man took advantage of the night to take advantage of the night to take the AD calcium milk placed in front of the headquarters of Wahaha Group.
I thought that the message area would be bloody, but I didn't expect it to be full of kind comments from netizens. This kind of kindness comes to a large extent from the respect and love for Zong Qinghou.
Looking forward to Wahaha with the precious spiritual legacy left by Zong Qinghou, it will get better and better!