Why did Jiaduobao stop production? Why is Jiaduobao, the king of herbal tea, cold?

In the whole beverage market, people generally divide drinks into carbonated drinks and non-carbonated drinks. In the beverage market in China, we have another category, that is herbal tea. As we all know, China people love tea, and herbal tea has become an indispensable part of the domestic beverage market. However, in the process of the rapid growth of the herbal tea beverage market. The former "king of herbal tea" Jiaduobao stopped production. What's going on here? Today, I will learn about it with you.

In the domestic beverage market, it is almost occupied by Pepsi, Delicious and Sprite. As our own domestic brand, it is not easy to turn over. However, in 20 1 1 year, Jiaduobao surpassed Coca-Cola in sales, with total sales reaching1600 million yuan. At that time, it seemed that the strength of Jiaduobao was not weak. However, a lawsuit caused Jiaduobao to fall into a trough and embarked on the road of performance loss.

On 20 12, GPHL brought jiaduobao to court, accusing the other party of commodity infringement. The two sides went to court more than 20 times, involving more than 5 billion yuan. After that, Jiaduobao herbal tea slowly began to decline. It can be said that this lawsuit made Jiaduobao lose face. Although, after that, Jiaduobao also sponsored many popular TV programs. However, at this time, Jiaduobao was still very depressed.

Then a reorganization event seems to give us hope. In the reorganization of Hong Zhong, Jiaduobao reappeared. However, at this time, it is already in a state of loss. According to relevant announcements, the net profit of Jiaduobao in 20 17 was-582 million yuan, and its liabilities also reached131680,000 yuan. At this time, Jiaduobao was insolvent.

Performance loss, of course. It also led to layoffs, work stoppage and production suspension of Jiaduobao. At this time, it has been riddled with holes. Only factories such as Wuhan and Xiantao are producing. Seeing all this, many people may feel sorry and amazed. However, the performance of Jiaduobao has changed so fast.

First of all, in the brand dispute, the Jiaduobao brand was damaged. After that, there appeared a series of chain reactions, such as the wanton investment in advertising and the loss of employee confidence. The occurrence of all this has made this "king of herbal tea" step by step to decline.

A seemingly ordinary lawsuit made the herbal tea Jiaduobao completely cool. This also shows the importance of a company's brand value. When a company's brand is destroyed, all customers or consumers will leave him. Without a lot of financial support, the company's survival time may not be too long. This lawsuit is often referred to as the "red can dispute". This "red can dispute" is really a great loss.

We hope that with the continuous development of the beverage market in China. Jiaduobao can reshape the brand again, return to consumers' sight, and revive the glory of that year. At the same time, I hope that the mutual loss between enterprises like this will not happen again.