Qiao Mama’s strategic process from 0 to 100 million! How is it done?

Today I invited Mr. Shi Qiang, a well-known brand positioning expert, to share with you some cases he has done. One case I want to share today is Qiao Mama Food.

In April 2012, I resigned from my position as decision-making advisor and national marketing director to the president of Ningxia Red Wolfberry Industry Group, and returned to Xiamen to start my own business. In May, I registered the first company "Xiamen Intelligence Factory Marketing Planning" Ltd."

In June 2012, I went to Jinjiang Meiweiqiang Food to negotiate with customers. When I was exchanging marketing ideas and methods with Song Zejing, the general manager of Meiseiqiang, there was a boss next to me who had an extraordinary temperament and was also listening carefully. Later, He handed me his business card. He thought I had good ideas and wanted to invite me to their company for exchanges and guidance. This person was Mr. Xu, the chairman of Qiao Mama Food.

In June 2012, after multiple rounds of inspections by both parties and communication on the details of the cooperation, we finally confirmed the cooperation. I still remember that Mr. Xu told me at the time: "He no longer wanted to hire a consulting company because the previous cooperation with a certain company was not ideal." But he recognized me and changed his mind.

The following is the content of our confirmed cooperation:

We officially cooperated in July 2012. At that time, I spent about two weeks a month at Qiao Mama, sometimes three weeks time. The current situation of Qiao Mama is that its monthly sales are about 500,000 yuan (canned sweet soup, side dishes), and its jelly sales are almost zero. In March of that year, jelly went to Chengdu to participate in an exhibition, but the effect was not satisfactory. Afterwards, the sales staff said that the price was too high. Too expensive to sell.

The difficulties faced by Qiao Mama at that time were very obvious. The quality of the jelly products was still good, but there was no brand advantage and no cost advantage. In this case, how to find a way out of the company was very critical.

The first step: strategic research and judgment: redefine opponents and clarify competition objects

Domestic jelly brands are mainly dominated by Xizhilang, Crayon Shin-chan, Qinqin and other brands, and some other three or four brands The prices of online brands are only a few yuan per pound. It is difficult for Qiao Mama to stand a chance when competing with these competitors.

At that time, I used Baidu data to find out a key piece of information, which was imported jelly from abroad: Malaysia's Ke Kang and Taiwan's Sheng Xiangzhen have been in the Chinese market for three consecutive years, with an annual growth rate of more than 300.

And there is a key piece of information. Most domestic jelly is weighed by the kilogram, while foreign jelly is sold by the piece. Domestic jelly costs a few yuan or ten yuan per kilogram, while foreign jelly costs Three cost more than ten yuan.

The first step in brand strategy is who you are going to compete with. It is very critical. Mr. Xu and I discussed it and clearly targeted our competitors as foreign brands.

If you focus on foreign brands, such as three packs of jelly, the foreign brand sells for 13.8 yuan/three consecutive cups, and Qiao Mama sells 12.5 yuan/three consecutive cups, which is cheaper in comparison. Compared with other brands, it is quite expensive.

Step 2: Follow the trend of imported food and determine the brand positioning of imported high-end jelly pudding

According to national industry standards, jelly is divided into: fruit-flavored jelly, juice-based jelly, Pulp-type jelly, milk-containing jelly (pudding), other types of jelly (such as nutritionally enhanced jelly).

Qiao Mama mainly produces juice-type jelly and milk-containing jelly. According to national regulations, if the milk-containing jelly is to be named pudding, its protein content must be greater than 1.0. Qiao Mama’s milk-containing jelly meets the national pudding standards.

The imported jelly at that time was mainly milk-containing type. Because milk powder was added to it, the taste was smooth and much more delicious than other jelly.

When we first met Mr. Xu, Mr. Xu was a productist and pursued the ultimate in products. He said that he wanted to be "the Haagen-Dazs in jelly", but we know that this sentence can only be As an enterprise's pursuit, it cannot be used as a brand's positioning.

(1) Category first, then brand

How to make Qiao Mama’s jelly unique? We first determined the goal of building the first high-end jelly brand, but the value of jelly is very Low, especially since jelly was still negatively affected by the "Gelatin Incident" and other industries at that time. The value of jelly in the minds of customers was not high.

Pudding is different. Because each pudding is quite expensive in a cake shop, its sense of value is relatively high, and if we identify the category as pudding, it can be compared with the existing ones. differentiate from competitors.

Considering the country’s industry regulations, it could not be called pudding at that time, so we named the category “jelly pudding”.

(2) Brand positioning: Korean high-end jelly pudding

We target the consumer group at the top of the pyramid and focus on customers who pursue high quality. Therefore, our brand positioning is: high-end Jelly pudding brand

But high-end, not only high-end quality, can support high-end brands. Brand image is also very important. We just mentioned that we have to compete with foreign brands. At that time, South Korea and China The relationship is very good, and Korean dramas are very popular in China, so we positioned the Qiao Mama brand image as a brand image imported from South Korea.

Today’s Genki Forest has been positioned as the brand image of Japanese imported beverages since its launch, and has achieved great success. It can be said that we did this as early as 8 years ago.

At this time, our brand goal came out: to build the No. 1 brand of high-end jelly pudding

Step 3: Break through the resistance of the internal team

Qiao Mama’s product quality It is very good, but there is a fatal point, that is, the price is very high. Its ex-factory price is almost the retail price of Xizhilang. At first, Qiao Mama’s business team only had four people. When the business staff came back to the company for a meeting, everyone said it was not easy to sell. Moreover, when two people said that it was difficult to sell the business because they couldn't attract business, the other two people also seconded the idea, which was almost negative internally.

What to do? I proposed: People's emotions are contagious, and morale is very important. Therefore, I advocated recruiting new people to sell jelly, and new people are not allowed to sell an old product, and focus on new products. We go through a large number of interviews, and then the new personnel go from speaking skills training to scenario simulation training, and they can only go to the battlefield after passing the exam.

After the new employee joined the company and opened several new customers, plus we got a commission of 1 point (which is a lot in the food industry), the old employees began to waver and began to doubt their own judgment. , some advanced elements changed their ideas and began to try to focus their work on promoting jelly.

Therefore, how to mobilize team confidence is very critical. The key is to remember the saying "Human emotions are contagious."

Step 4: V300 customer development plan to solve the main contradictions of the enterprise

At each stage of enterprise development, its main contradictions and secondary contradictions are different. At that time, Mr. Xu always Communicate with me and tell me how to go from zero to 100 million sales in one year. Sales from zero to 100 million in one year are huge for any new brand in the food industry. Challenge, besides, we are an enterprise that is short of soldiers and food.

At that time, the main contradiction faced by Qiao Mama was not how to distribute or promote. The main contradiction faced by Qiao Mama was that there were no dealers. If Qiao Mama wanted to complete a 100 million To achieve sales, we must first have about 300 dealers. We calculate based on the average monthly payment of each dealer of 30,000 yuan, then it is 9 million yuan a month and 108 million yuan a year.

So I formulated a V300 customer development plan for Qiao Mama, which means developing 300 customer methods and management systems. When Qiao Mama only has about ten people, how can we maximize the potential of each business person? The key is to completely stimulate and release them, that is to say, how do we let one person exert the fighting power of two people?

I would like to say that leading a team requires both tactics and mental skills. Mental skills are how you motivate your employees, release their potential, and make your team scream. I formulated detailed: task breakdown, assessment standards, and other incentive measures.

Let every business staff sign a military order. The military order is divided into four phases, one every two months. It emphasizes the construction of team culture. There will be a wine tour before the war and a celebration banquet after the war.

He also proposed a six-word management policy: leading the team by “passing on, helping, and leading” and managing the team by “following, managing, and monitoring.”

The following is part of my V300 plan:

This is a group photo of all 13 business personnel of the sales team at that time signing the first phase of the military order. (Middle: Director Xu, 1st from left in the middle: Shi Qiang)

The implementation of the V300 plan was very successful. Within one year, more than 370 customers were developed.

Step 5: Key Battle - 2012 Fuzhou Food and Wine Fair

The first phase of the V300 plan happened to be during the Fuzhou Food and Wine Fair. Qiao’s mother went to attend the Fuzhou Food and Wine Fair. Although it was an unknown company at the time, we invested as much as possible in this area. The first was to get a good location, and the second was to decorate the exhibition hall. We regarded the investment fair as the core position to promote the brand. Because of the investment fair, dealers and buyers will come over. Even if the customers don't enter your exhibition hall, passing by the door will build a sense of your brand image.

I still remember that when we were setting up the exhibition hall, we had to hang a banner with the slogan "Build the No. 1 high-end jelly pudding brand in China". It was almost done. I suggested to Mr. Xu: remove the word "build". Build means that you are not the number one. Later, our exhibition hall directly hung it: "China's number one high-end jelly pudding brand" Slogan

We stipulate and train the team: first, clothing, which must be a white shirt and black trousers, image is very important; second: you must have standard speech skills when meeting customers, especially "Korean cleverness" "Mom"; Third: The exhibition hall is actually a stage. You are on the stage and the customers are off the stage. You must pay attention to every detail.

At the end of the exhibition in the evening, the team returned to the hotel room for a meeting to summarize, collect business cards, and arrange for archiving. A customer call is an opportunity.

After the Food and Drinks Fair, the team promptly followed up on customer visits in the second month, and completed the development of more than 20 customers in one month for the first time, which greatly encouraged the team’s confidence, including V300 The plan gives the team strong incentives and pressure to push everyone to run.

Step 6: Develop the industry’s first jelly pudding sales model

How to sell high-end jelly? There was no reference for this at the time, and we had to explore it ourselves. It can be said that Qiao Mama is the pioneer of high-end jelly pudding, and also the pioneer of this sales model.

At that time, the team asked me, how should we sell? When I asked this question, I answered this question: "There are two ways to formulate channel models. One is when channels are naturally formed, and the other is when water is natural." The meaning of "water is natural and natural" means that water will naturally flow to lower places. Naturally it became a channel.

A good business model is not formulated, but discovered. When we have a number of dealers, our business model will gradually be discovered. I continue to analyze and summarize the sales patterns of our products. , developed the industry's first jelly pudding sales model

The following is part of the jelly pudding sales model I developed:

Step 7: How to create a jelly pudding sales model without advertising Brand

Qiao Mama is already well-known in the industry. In fact, not a single commercial was shot. Many companies made commercials but had no money to put them in. It is the same as not shooting, which is meaningless at all.

My suggestion to Mr. Xu at that time was that there are two types of brands: one is a consumer brand, and the other is an industry brand (that is, a dealer brand). Small and medium-sized enterprises do not have enough communication. Resources are used to build consumer brands, but resources can be focused on building industry brands. Therefore, small and medium-sized enterprises must learn to build industry brands first and then build consumer brands.

The key to building an industry brand is communication to dealers and retailers. In addition to publicity at each exhibition, the key point is the use of public relations communication.

The following is part of the sales model I formulated for jelly pudding:

Step 8: A new round of growth for Qiaomama bulk products

Qiaomama is in a period of rapid growth When expanding, a question arises: Can high-end products be made in bulk?

Because the price difference between weighing products is very obvious, when we decided to launch high-end bulk weighing products, the team organized a meeting to discuss pricing.

When everyone was studying whether the retail price should be set at 12.8 yuan/catty or 15.8 yuan/catty, I immediately pointed out that whether it is 12.8 yuan or 15.8 yuan/catty, they are actually more expensive than competitors. , so I recommend 19.8 yuan/jin.

This price can be said to have broken through the industry limits at the time, but the quality of Qiao Mama’s products is indeed very good. Product strength is the key, and they are all made of real materials. This is the reason for confidence. source.

After the launch of Qiao Mama’s bulk products, the bulk products have grown wildly, bringing another round of sales doubling to the company.

Conclusion: Qiao Mama has become the number one brand of high-end pudding

I served Qiao Mama from 0 to 1, helping a brand to exceed 100 million in sales in about a year. Qiao Mama has become China’s No. 1 high-end pudding brand. This is also the first client and first case I have formally engaged in brand consulting, so I have special emotions.

The success of Qiao Mama is first of all the success of the product. Mr. Xu pursues the ultimate product. This is very rare among the entrepreneurs I know. Therefore, some companies imitate high-end positioning, and many have failed. The core reason It’s just that your product innovation and product quality are not enough to support high-end brand positioning.