Why did Evergrande Ice Spring end up like this?

The reasons for the ending of Evergrande Ice Spring include cross-border development, improper market positioning, improper marketing strategy and insufficient product channel laying.

1. Cross-border development: Evergrande Ice Spring was born under the background of cross-border development of Evergrande Group, lacking sufficient experience and resources to cope with the risks and challenges of cross-border development. This leads to the lack of competitiveness and brand influence of Evergrande Ice Spring in the market, and it is difficult to gain a foothold in the highly competitive market.

2. Improper market positioning: Evergrande Ice Spring takes a global water source as its selling point and positions its products as high-end mineral water. But because of the high price, consumers are unwilling to pay for this quality. In the eyes of the public, the status of mineral water is still inferior to that of beverages, which also leads to poor sales of Evergrande Ice Spring.

3. Improper marketing strategy: Evergrande Ice Spring lacks innovation and execution in marketing strategy, resulting in insufficient brand awareness and reputation. Evergrande Ice Spring invested a huge sum of money in advertising, but the effect was not good, resulting in serious losses.

4. Insufficient product channel laying: Evergrande Ice Spring has problems in market channel laying, mainly manifested in single channel and insufficient coverage. This makes it difficult for consumers to buy the products of Evergrande Ice Spring, which limits its market expansion space.

Lessons from the failure of cross-border development of Evergrande Ice Spring;

1, Understand the market and consumers deeply: To enter a new field, we need to conduct in-depth research and understanding of the market and consumers, and understand their needs, preferences and consumption habits. Only by understanding the market demand can we better position our products and formulate effective marketing strategies, thus achieving success in the market.

2. Carefully consider the positioning of brands and products: in cross-border development, brands and products need to be accurately positioned. Evergrande Ice Spring should pay more attention to the fields that are suitable for the existing resources of Evergrande Group and the fields with great development potential. It is also necessary to clarify the unique selling points of products in order to gain an advantage in market competition.

3. Innovative marketing strategies: Marketing strategies need to match the positioning of brands and products, as well as innovation and differentiation. Evergrande Ice Spring can establish closer ties with consumers, provide personalized service and experience, and increase consumers' loyalty and brand value.