From the perspective of Confucius Temple IP crossover, we can see how the six walnuts become "butterflies" for the second time

It's another college entrance examination season , Students who have been studying hard for many years are about to usher in a critical moment in their lives . At this time , The love and encouragement to the examinees have already become the tacit understanding of all walks of life , Even as “ outsiders ” Major brands , They all try their best , Contribute to the students .

As “ Student brain health carer ” Six walnuts , On 2 month 27 As the new year's college entrance examination season enters the 100 day countdown , avatar “ The strongest support group ” Invite parents to Qufu, Shandong Province to attend “ The second six walnut Qufu Confucius Temple blessing ceremony ” Pray for the national college entrance examination students , Take practical action for students “ hit call”.

Behind the colorful blessing activities , We see a six walnut that is undergoing multi-level transformation .

Brand butterfly change

As a traditional folk culture custom, praying for blessings before the exam , For thousands of years, the cultural image of Confucius' wisdom has been deeply rooted in the hearts of the people , And has been respected by scholars of later generations . Its “ make no social distinctions in teaching ”、“ According to their aptitude ” Thought , It is still widely respected by the educational circles , Six walnuts choose Confucius Temple to pray for college entrance examination students , The implication behind it is self-evident .

First , Borrow the traditional cultural background , Build warmth between brands and consumers 、 Communication channel of positive energy , Shorten the distance between consumers and brands . As the crystallization of Chinese traditional culture, Confucius Temple prays for blessings , It has a long cultural heritage and a broad mass base , The six walnuts prayed here to carry forward the traditional culture , It also allows candidates and parents to put down the tension and burden of preparing for the exam .

in addition , As a social activity , Six walnuts pass their best wishes to the examinees through unique brand activities , It has built a good channel for empathy between brands and consumers , Six positive brand images of walnuts have been displayed .

secondly , Actively adapt to the increasingly fragmented beverage industry 、 The new features of scenario , Focus on the scene and plan brand activities creatively , adopt “ Immersive participation ” Wake up user needs . It is not difficult to find out from the past , From the initial help college entrance examination students work hard , To meet the college entrance examination together , Then go to the Confucius Temple to pray , Six walnuts in “ Learning scene ” above , Another one “ College entrance examination scene ”, So as to attract users to actively participate in brand public welfare activities , So that users can “ Immersive participation ” Feel the charm and value of the brand , So as to establish high trust and high stickiness to the brand .

Last , Conform to the commercial logic in the era of consumer sovereignty “ The user is the king ” The transformation trend of transformation , Relying on brand activities, six walnuts are promoted from “ Product driven ” towards “ The user is the king ” User brand transformation . With the arrival of the era of consumer sovereignty , In the past, we relied solely on “ Product driven ” The pattern of , and “ The user is the king ” Our business model is becoming an industry trend . In this context , Six walnuts actively change their strategies and keep moving closer to user brands , And put this concept into practice by planning brand activities .

Product fission

In promoting enterprises to “ The user is the king ” The brand of “ Butterfly change ” At the same time , Six walnuts also actively promote product innovation , Break the limitation of traditional single category , Take multiple measures to promote product fission .

firstly , Relying on a strong technology R & D system , Continuously improve the nutritional value of the product 、 The quality of 、 Packaging and design , To meet the personalized needs of consumers 、 Diversified consumer demand . Financial data shows ,2018 - 2020 year , Six walnuts are invested in R & D with leading technology in the industry , A complete production, study and research system has been established to accelerate the research and development of new products , And based on this, it has established a system including “5·3·28” process 、“ Whole walnut CET Cold extraction process ” and “ Five times refining grinding process ” And other patented technologies , Continuously improve the nutrition and taste of the product , And continue to launch multiple flavors 、 Multi packaging products , To meet the needs of consumers in different scenarios , Continuously improve the sales potential of six walnuts .

second , Break the simplification of traditional dairy industry 、 Homogeneous “ Nest ”, Form a heavy product matrix to build product potential energy , Promote the sustainable fission of products . From the perspective of plant protein beverage industry , Many leading enterprises in the industry are based on “ Super big piece ”（ Almond dew 、 Coconut drink 、 Walnut milk, etc ） Occupy the market segment , And the revenue contribution of large single products mostly exceeds 80% above , The product structure is relatively single . meanwhile , With the farmer spring 、 Erie 、 Mengniu and other external giants enter the industry , The homogenization of products in plant protein industry is becoming more and more serious , The result is the industry “ Crazy inner roll ”, But the benefits are not as good as before .

To break this situation , Six walnuts vigorously promote product innovation , New products create a breakdown product matrix . For example, six walnuts 2430 Represented by the high-end walnut milk beverage series , With high protein 、0 sugar 、0 Cholesterol and other nutritional and health advantages , Quickly won a good reputation for the six walnuts .

third , Following the new trend of consumers' pursuit of health , Seize emerging blue ocean markets such as vegetable milk , People who promote product realization “ Breaking circle ” Expand the brand momentum . With the concept of green economy and healthy diet becoming more and more popular , The global “ Plant base ” The concept wind rises at first ,“ Artificial meat ”、“ Plant milk ” And the popularity of vegetarian products continues to rise , Giants are also participating in the track hunting .

As the largest producer of vegetable milk in China , Six walnuts were successfully introduced into Chinese Mainland （ It is also the only one at present ）、 The world's top whole bean production equipment was put into operation last year , And with the international leading process production standards to ensure product quality , It is expected that vegetable milk products will become the next business growth pole of the company . After all , As the largest producer of vegetable milk in China , There is a high correlation between vegetable milk and its original walnut milk , At the same time, it has formed a high degree of differentiation with its original products , It is expected that the introduction of vegetable milk will realize the population of six walnuts “ Breaking circle ” Great help .

Channel transformation

Besides , Facing new channels 、 The vigorous development of new business forms , Six walnuts are also actively adapting to the external environment , Break the restrictions of traditional channels , Change to the omni channel direction of online and offline integration .

One side , For the traditional offline distribution channels on which we started , Take deep 、 Be excellent 、 Make thorough 、 A refined attitude keeps the foundation stable , Consolidate the traditional stock market . Results show that , end 2021 year 6 month 30 Six walnut offline channels every day , Already covered include 711、 Whole family 、 All the time 、 Rosen et al 5 Ten thousand national chain convenience stores , And have 2000 Multiple distributors , The number of dealers is higher than that of the previous 1900 The number of families has increased significantly . On the basis of continuously expanding the traditional dealer network , Six walnuts further expand the channel in depth 、 Flat operation , Promote channel sinking and use in-depth expansion means , Enhance product penetration in the market .

in addition , The six walnuts are also based on different city levels and market consumption characteristics , Optimize channel product structure , And assist the dealer group to change their business mode , This has driven the explosive growth of dealer channels . According to the 2021 The third quarter report of , The channel income of six walnut dealers increased significantly year on year 69.66%.

On the other hand , Bring the goods with the live broadcast 、 The wide rise of new channels and formats such as short video , Six walnuts are also being promoted including organizational mechanisms 、 Direct selling system, etc “ Global movable pin ” A new model , Build a three-dimensional channel sales closed loop , Improve the ability to reach users through all channels .

In order to adapt to the new retail market development environment faster , Six walnuts online e-commerce 、KOL Red man live 、 In depth interaction with emerging channels such as community group buying , And successively set up the product strategy department 、 Channel strategy department 、 The brand strategy Department remoulds the organizational function , Please cooperate with the operating company to build the online product system , Realize online 、 Offline 、 Community channel multi-directional linkage digital three-dimensional channel marketing system . After years of hard work , Now the six walnut online channels have begun to take shape , Online and offline integration is also further speeding up .

Open the second growth curve

From a humble walnut milk item , It has become the leading star enterprise in the vegetable protein beverage market , Six walnuts 25 Years of time , Its development is by no means plain sailing . And it can go to today , Instead of always pursuing “ It's amazing that Shouzheng ” The strategy of .

in the first place , As the pioneer of walnut dairy products , Six walnuts always stick to their main business , Lead the market with a long-term attitude and eventually become the industry leader . Starting from the original walnut milk product , Six walnuts 25 Always stick to the vegetable protein beverage market , Continuously intensive cultivation at the walnut milk track , Constantly iterate to the high-end 、 Start with functional health products , Gradually become the absolute leader in the subdivision circuit of walnut milk , Its leading brand of walnut milk is also increasingly popular .

both , In the period when the development of the company encounters periodic bottleneck , Six walnuts dare to break themselves , From product 、 channel 、 Reinvent yourself at the brand level and even at the organizational level , So as to break through the realistic bottleneck step by step and move towards a broader market . In the midst of the epidemic 2020 year , The revenue of six walnuts was once serious “ shrink ”, The company faces performance “ Touch bottom ” The state of , There is no shortage in the industry “ bad-mouthing ” The tone of .

But in the face of difficulties , Six walnuts to “ A strong man DuanWan ” The courage to adjust the organizational framework , Comprehensively upgrade the channel 、 product 、 brand , With the help of “ The crisis ” It has successfully realized its overall transformation , Organizational Resilience and operating results have been continuously improved , Finally in the 2021 After the latest financial report was issued in, the outside world was amazed again .

Results show that ,2021 Yangyuan drink in the first three quarters of the year （ Six walnuts ） The operating income is close to 50.12 One hundred million yuan , The year-on-year increase is in 66% about ; The net profit attributable to the shareholders of the listed company is about 16.31 One hundred million yuan , Year-on-year growth 40% about . Beautiful results show that , Six walnuts in 2020 Year of “ Touch the bottom briefly ” After that, the rebound moment finally came . meanwhile , With the first layout of six walnuts in the field of vegetable milk , A clearly visible prospect is no less than the vegetable milk track of walnut milk , It is accumulating strength for the company to open the second growth curve .

writing / Liu Kuang's official account ,ID：liukuang110