Wong Lo Kat herbal tea will add Meng

The annual output of beverages in China has reached 150 million tons. At the time when the herbal tea market and Jiaduobao are holding on, the company has silently added many similar new products to the Wong Lo Kat herbal tea.

When JDB was busy with the “China Good Voices” and was busy with the marketing of self-help, the old rival Wang Laoji has not been idle. Recently, it was learned that GP Group (hereinafter referred to as “Guangxi”) is fast-paced and is preparing to launch high-end pure water, pomegranate juice and other new products. Several other protein drinks have also begun internal testing. According to industry insiders, Guangpong has the brand advantage of Wanglaoji and the channel resources of Wanglaoji herbal tea because the cross-border food and beverage industry is handy. However, from the perspective of various fields such as drinking water, chewing gum, and fruit juice beverages that Guangpah is now involved in, the competition has become fierce and the market space is narrow. It is also reported that Guangpiao has targeted a diversified target of 50 billion yuan and is therefore rated as a target. Radical, risky and difficult to control.

With the new product plan of Guangzhou Pharmaceutical Co., Ltd. in the herbal tea market and Jiaduobao, the company has quietly added many similar new products to the Wong Lo Kat herbal tea. In addition to the lactic acid bacteria beverages and grain beverages under the Kyrgyz power and Yoshida brands launched by Hiroki in the first half of the year, there are now several new products on the official website of Guangzhou Wongaiji Pharmaceutical Co., Ltd., a subsidiary of GP Group. : Wong Lo Kat sugar-free chewing gum and red wine drink. According to online information, these new products have begun to recruit agents nationwide.

In addition to these quietly added new products, the Wang Lao Ji brand camp will also add high-end pure water, pomegranate juice and other categories of drinks, which is close to Wang Laoji's people to the Beijing Business Daily reporter disclosed. However, there is little information on Wanglaoji's high-end pure water, and the development of pomegranate juice started as early as last year.

It is understood that last year, Wong Lo Kat Health Industry Co., Ltd., which operates the Wong Lo Kat brand, and Murad Biotech Group Co., Ltd., owned by Friedman Murad, a pharmacological discoverer of “Viagra”, jointly established a company and was named Wang Lao Ji Murad Biotechnology Co., Ltd., the company developed a new product of pomegranate juice with Chinese herbal medicines, as another masterpiece of "Wang Lao Ji" brand, will soon be introduced to the market.

In addition to the above new products, in fact, Guangmo's ambition is more than this. In November last year, Guangzhou Pharmaceutical issued a strategy for a big health industry. According to sources, under the expected development of the scale of 100 billion yuan in the large-scale health industry, GP hopes to increase the sales of Wong Lo Kat brand subordinate products to RMB 50 billion in 2015. , And Wang Lao Ji brand will expand to many areas such as liquor, drug makeup, health products, food, sports equipment, in other words, not just food, there will be Wang Lao Ji brand food, cosmetics, health care products produced by Guang Yao in the market in the future. Products and other new products in many fields.

The slowdown in performance growth In fact, in the context of the prevailing industry concept of big health, there are many companies that have the same tentacles as Guangpeng in the areas of food and beverage with strong relevance to medicines. For example, Jiangzhong Group successfully intervened in the biscuit and beverage industry with the help of Hericium erinaceus in the past two years, and the toothpaste launched by Yunnan Baiyao from across the border has become a model for pharmaceutical companies to enter the field of daily use. What is Guangqi’s attempt to imitate these companies? ?

In the eyes of people in the industry, the most important goal of Guangpeng's pursuit of diversification through its large health platform is to increase the overall profitability of the company. Beijing Business Daily reporter looked at the drug in Baiyun Mountain in recent years, financial reports found that Baiyun Mountain revenue, net profit growth has decreased significantly. Taking year-on-year revenue growth as an example, the year-on-year increase has directly dropped from 13.47% in 2012 and the highest level of 45.97% in 2013 to 4.51% in the first half of this year; the increase in net profit has remained above 20% before 2014. In the first half of this year, it fell to 15.05%.

From the perspective of the net profit of Guangpao, Wong Lo Kat herbal tea can indeed be regarded as the pillar of the entire wide drug. Taking the first half of this year as an example, in the overall net profit of Guanghan 775 million yuan, Wang Laoshi Great Health contributed 1/3, net profit reached 265 million yuan, an increase of 32.5%. In last year's net profit of 1.192 billion yuan of GPHL, Wong Lo Kat's healthy net profit reached 340 million yuan.

The industry analysts further analyzed that compared with the pharmaceutical industry, the beverage and food industry still has a considerable growth figure. According to the “2014 China Beverage Industry Sustainability Report” released by the China Beverage Industry Association, the annual output of beverages in China has reached 150 million tons. From January to May 2014, the national output of soft drinks was 64.764 million tons, an increase of 10.34% over the same period of last year. Despite the sharp decline in the growth rate of soft drink production, the output growth of the beverage industry still maintains an average annual growth rate of approximately 13%. At the same time, the high gross profit margin of the beverage industry is still attractive to companies. At present, the average gross profit margin of the beverage industry still exceeds 30%.

When talking about Wang Laoji herbal tea, the person in charge of Guangpah also said that Wong Lo Kat herbal tea still maintained a double-digit growth. Although he did not talk about the specific amount, Guangzhou Pharmaceutical Co., Ltd. showed enough confidence in the herbal tea business. "From 2012 to now, after Guanghua recaptured Wanglaoji brand, it began to operate Wanglaoji herbal tea. At present, the brand foundation of Wanglaoji is basically stable, and the growth rate is also considerable. Therefore, Guangpharma has used Wanglaoji herbal tea as its brand influence, channel power, and marketing power to get involved in other industries. It's a matter of course," said Zhu Danpeng, a researcher at the China Brand Institute, who had previously reported to Beijing Business Daily.

According to another insider who is close to Canton Pharmaceuticals, although the rival Jonba of Wong Lo Kat herbal tea has experienced repeated losses and unexpected incidents such as packaging replacement this year, intensive brand marketing has also had an effect, leaving an opportunity for Wong Lo Kat. And space is not so much imagined before. In terms of market share, it is less than Jiaduobao. Therefore, switching to more food and beverage areas and expanding Wong Lo Kat's influence may be one of the starting points of Guangpui.

Diversified Dual Risks According to market sources, in 2015 Guangpong set the sales target for Wanglaoji brand products to RMB 50 billion, which is indeed worth watching. According to the Guangcai Financial Report, in 2014, the group’s overall revenue was 18.7 billion yuan. Although Guangzhou Pharmaceutical did not disclose the specific revenue of Wong Lo Kat herbal tea, according to Wong Lo Kat Health’s previous disclosure, sales of Wong Lo Kat herbal tea in 2014 The year has exceeded 20 billion yuan. However, in the face of the target of 50 billion yuan, even with the addition of Green Box Wanglaoji and Wanglaoji brand's other products, the actual sales volume of the Wanglaoji brand is still far behind. How will Guangpiao achieve compliance?

It is reported that there are three diversified modes of brand distribution for Wong Lo Kat's brand: One is to push new products and operate independently, such as Wong Lo Kat's Cordyceps Beverage and chewing gum; the other is a trademark licensing model, which allows companies to explore new areas through authorized operations, such as Beijing Reporters have been concerned about the natural smooth maltose drink, which is authorized by Guangpharm; and the third is the acquisition mode, which will become the most direct way to get involved in diversification.

Regarding diversification in the above three modes, people in the industry have their own opinions. In Zhu Danpeng's view, whether it is to promote new products independently, or to license new products or acquire new products, the purpose of the three models is to expand the Wanglaoji brand. However, he believes that in the cold tea war, when JDB was not overwhelmed, Guangpeng It is necessary to transplant the Wanglaoji brand representing herbal tea to include many other products such as foods, juices, etc. This undoubtedly disperses the brand's representative power and synergy, but it is a bad thing for Wanglaoji herbal tea.

However, those close to Guangpah believe that although the food and beverage industry still maintains double-digit growth, each single-category competition has long been difficult, and under such circumstances, the difficulty of expanding the single product of Guangyao Pharmaceutical has also been greatly increased. Promote. Take packaged drinking water as an example. No matter whether it is mineral water, pure water or mineral water, there are no shortage of national giant brands. It is learned that although the Kunlun Mountains, which has been operated for many years by Kadobao, has established its brand foundation, its profitability is still not strong. . “Therefore, if the diversified industries chosen are not different, and the products are not attractive, the diversification of Guangyao is easy to become a ticket, and it is difficult to make a substantial contribution.” The person admitted frankly.