Recently popular "Dear, Love", this TV series created with the theme of e-sports, accounts for as much as 88% of the female audience, and a large number of "current girlfriends" have appeared. The drama not only has the ratings of two TV stations exceeded 1, but also caused a lot of controversy. It has become a hot search almost every day during the summer vacation. The implantation of TV series has also made many brands popular, including Natural Hall, 999 Cold Spirit, flavors, Gaojie Silk , Nongfu Spring , etc. Among them, Weiquan Juice, which is the most popular among them, is said to be sold out for a time. The actor Li Xian, the male lead in the play, has also become the spokesperson for Weiquan products' new brand.
data shows that the domestic juice beverage production last year was about 15.89 million tons. The main business of major domestic juice companies is still mainly low-concentration juice, with relatively saturated industry concentration. The top three companies in the industry with market share accounted for 14.6%, Weiquan Food 11.6%, and Huiyuan Juice accounted for 11.0%.
You should have seen their drinks in supermarkets, such as active lactic acid bacteria, daily C juice, yogurt , and selected ranch milk, which are all the flagship products of Weiquan Food. Public information shows that this company has been in existence for 66 years and focuses on the research, development, production and sales of refrigerated beverages and dairy products. Now it has become a company under Dingxin Group (the parent company of Master Kong ), with annual revenue of about 4.3 billion yuan.
has a full flavor, meaning "all five flavors". Looking at its development history, it is indeed like the name, and it has experienced all the ups and downs of the business operation. In the 1950s, the founder Huang Liehuo devoted himself to the food industry and founded Hetai Chemical Industry company, which was changed to its name a year later. At first I was doing the MSG business, and then I started to make soy sauce, pickles, , canned food and other products.
After nearly ten years of development, Weiquan became the largest brand in the food industry in Taiwan at that time. During this period, they also built milk powder factories and began to enter the dairy industry. Later, Huang Liehuo was nearly 80 years old. He was unable to do so and decided to retire, and his eldest son, Huang Keming, took over as chairman and the eldest son of the second wife, Huang Nantu, took over as general manager.
I thought that the adjustment of management would bring about a revitalization of performance, but the result was that the two of them had a protracted dispute over management rights. This is undoubtedly a worse situation for Weiquan, followed by continuous losses. It was not until the end of the 1990s that Dingxin Group accepted it with all its might and obtained management rights, and Wei Yingxing, the fourth brother of the Wei family, took over.
Although Master Kong instant noodles dominates the market, Dingxin has mostly zero experience in other food fields. Buying Weiquan means gaining rich food research and development technology. The purpose is clear, and I hope to enter the dairy and juice beverage market. On the one hand, we actively cooperate with dealers through advertising, and on the other hand, we have increased product penetration and successfully gained a foothold. After
, Weiquan focused on developing refrigerated products, expanded into market segments including pure juice and active lactic acid bacteria, and successfully established a leading image in the refrigeration market. In recent years, brands have been making constant moves in marketing and promotion. Not only did it launch a creative spelling bottle, but it also created the same line bottle with popular TV series, which made it a lot of reputation and attention. In addition, they also have a place in the dairy market. The brand interacts with young people in all aspects online, and offline related promotion activities are also in full swing.
Some industry insiders pointed out: "At present, more and more brands have begun to choose traffic stars to endorse, and fans are increasingly aware of the rules of the brand and actively cooperate with the needs of the brand to enhance the commercial value of idols. However, it should be noted that temporary popularity does not mean the rise of the brand. If you want to last, you must return to the product itself in the end."
