On June 6, the Six Walnuts 2023 National Dealer Conference with the theme of "Marketing Upgrade · Brand Evergreen" was held in Tianjin. Many industry experts and national dealer representatives gathered together to discuss the development trends of cutting-edge industries. During the meeting, Six Walnuts released their future development strategies and marketing strategy deployment in the peak season of the Mid-Autumn Festival. With the attitude of gathering their peers, they sounded the horn of a comprehensive offensive to face the peak season of the Mid-Autumn Festival.

　　Experts point out that opportunities and challenges coexist. Six walnuts, as an industry-renowned 10 billion brand, continue to practice the principle of win-win for manufacturers, self-innovation and positive change. With the recovery of the market, they will be able to write a new chapter of high-quality development.

　　Phenomenal to sustainable redness, six walnuts achieve a century-old brand

　　Fan Zhaolin, general manager of Yangyuan Beverage, attended and addressed the conference. Industry experts such as Hua Shan, founder of Hua and Hua, professor Liu Chunxiong of Zhengzhou University, founder of New Marketing, and Lin Feng, chairperson of Jundu Consulting, shared cutting-edge views of the industry as guests.

　　After 26 years of wind and rain, Yangyuan and distributors joined hands to turn Six Walnuts from a large single product focusing on "mass nutrition" to the "category king" of walnut brain-boosting drinks, and created a commendable sales legend in the history of Chinese beverages. At this conference, Six Walnuts officially proposed the long-term development strategy of "100-year Yangyuan". Fan Zhaolin, general manager of Yangyuan Beverage, delivered a keynote speech on "Defining the end game and achieving 100-year Yangyuan". In the future, we will redefine the end game, continue to invest, and create a super category king. Through the comprehensive upgrade of products, brands, and marketing, combined with the competitive advantages of enterprises, we will continue to increase market sales and achieve brand evergreen.

　　In the history of the development of the fast-moving consumer goods industry, there have been many strong brands, but it is rare to see a century-old brand. The road to a century-old brand of Six Walnuts is not achieved overnight, let alone "born by luck". Hua Shan, the founder of Hua Yu Hua, said that rooted in the cultural mother, becoming the mother and strengthening the mother can build an evergreen foundation. The cultural mother of Six Walnuts comes from the deep-rooted walnut brain-building culture. Walnut brain-building is a traditional culture that has been passed down for thousands of years. In the future, often drinking six more walnuts with the brain will have at least a thousand years of vitality.

　　At the conference, Hua Shan started from the culture of "walnut brain" and interpreted the underlying logic of the "six walnut culture matrix" through super sign theory. He believes that the accumulation of "thousand-year traditional culture" is the emotional resonance and cultural resonance between brands and consumers in the depths of their hearts, awakening consumers’ potential cognition and health awareness, and injecting a steady stream of driving force into the six walnut brands in the future.

　　There are also experts from the nutrition industry who have deep resonance with this. Zheng Yulong, a member of the Chinese Nutrition Society and a national first-level nutritionist, answered the efficacy value of walnuts in a video, confirming from both nutrition and experimental research that walnuts can not only strengthen the brain, but also regulate blood lipids, antioxidants, anti-aging and other multiple nutritional effects. For walnut milk developed from walnuts, Zheng Yulong said that it is easier to drink and is also conducive to human absorption. Zheng Yulong recommended that you take six walnuts as a daily must-drink, providing a reasonable and feasible support for six walnuts to change from "optional consumption" to "daily rigid demand consumption".

　　If an enterprise wants to achieve brand longevity, brand power and product power are essential. It is necessary to have a "long-term clear strategy" from the brand, as well as the "value and quality" from the product being accepted by consumers. It is necessary to continuously advance the product power and brand power to step into the new opportunities under the industry change. Only then will such an enterprise be recognized by consumers in the market competition and enter the ranks of the evergreen brand.

　　Adapt to the era of consumer sovereignty, upgrade channel power and resource power, and deeply empower peak season sales

　　The core competitiveness of an enterprise is an ecological one. In addition to brand power and product power, channel power, organizational power, and resource power are also essential. The marketing model is a combination of the three forces.

　　China’s consumer market has fully entered the "consumer sovereignty era" from the "channel era". In today’s era of absolute dominance of independent consumption, FMCG brands can only maximize their satisfaction with consumer demand by constantly upgrading their marketing models. Six Walnuts’ in-depth distribution model has achieved brilliant and legendary results in the FMCG market. However, in the face of market changes in consumer demand diversification and channel fragmentation, Six Walnuts has actively responded and upgraded its marketing model to the two cores of "global in-depth distribution + full chain C-end operation". It is realizing the transformation of Six Walnuts from "gift consumption" to "daily rigid demand".

　　In this regard, the founder of New Marketing, Professor Liu Chunxiong of Zhengzhou University, gave high praise. He said that "Six Walnuts will increase the promotion of" BC integration "on the basis of doing a good job in the" large circulation "of traditional channels, relying on the whole population product matrix of Six Walnuts, which is of epoch-making significance." He predicted that Six Walnuts can achieve in-depth communication with consumers through the traditional model + BC integration, and actively change and have the courage to break through in the next step of market competition. In the future, marketing upgrades will surely be achieved and market brilliance will be created again.

　　For the marketing model of "full-chain C-end operation", Lin Feng, chairperson of Beijing Jundu Consulting Company and CEO of Chain One Chain Network Technology, also made an in-depth interpretation. He said that in reconstructing the global full-chain marketing model in the era of consumer sovereignty, Yangyuan Beverage relies on six walnut 2430 series products to carry out C-end operation, launch a marketing model upgrade strategy, lay out the new era consumer market, and complete the C-end operation transition from "focusing on large circulation" to "global deep distribution". New breakthroughs will surely occur.

　　At the end of the conference, in order to face the Mid-Autumn Festival peak season market, Six Walnuts officially announced the "Mid-Autumn Festival Peak Season Marketing Strategy Deployment", which brought more detailed tactics to dealers in terms of marketing, channels, products, services, etc., to complete the brand’s all-round consolidation and implement the actions.

　　Industry experts believe that as the "industrial wind vane" of the plant protein industry, Six Walnuts deeply understand that development requires long-term approach, patience in terms of time length, strategy in terms of pattern height, and focus in terms of industry depth. The successful holding of the Six Walnuts 2023 dealer conference has allowed everyone to see its ability and confidence, original intention and persistence, which means that Six Walnuts will open a new chapter of cohesion, co-construction and sharing, and will surely usher in a better win-win situation for manufacturers in the future.

From the quiescence of domestic soda since the 1990s to the current decades, the domestic soda industry has recovered under the trend of national tide and diversified consumption. As a rising star, the big kiln beverage has built a framework for the healthy development of enterprises with the underlying logic of products, policies and innovation after the explosion. If enterprises want to reach the hearts of consumers, they cannot do without the participation of distributors, and if they want to develop for a long time, they need more peers in order to create greater value.

Product attraction logic

Some people have done a survey of the attributes that young people pay most attention to when buying soda, and the top two are taste and cost performance, which is the direction of the big kiln beverage. The big kiln beverage production equipment adopts automatic control low temperature preservation process, uses secondary reverse osmosis equipment to sterilize and filter the production water, and adds real materials to lay a good foundation for the unique taste of the big kiln soda. At the same time, the big kiln soda takes the ultimate cost-effective route, and the price of 520ml soda is comparable to that of other brands 300ml. Choose a larger bottle at a similar price, and the sincerity of the big kiln hits the hearts of consumers.

Excellent products have captured the minds of consumers and attracted many dealers to join. Some industry insiders have calculated that the price of large kiln soda to dealers is very affordable, and it is more cost-effective to give it to the end point. The profit of a single box is very high. With the double blessing of products and prices, the enthusiasm of agents is self-evident.

Logic up the ante

In recent years, every time I walk into a roadside barbecue restaurant or hot pot restaurant, I believe I can always see the big kiln soda in the refrigerator of the store. According to previously announced data, nearly 80% of consumers buy big kiln soda from restaurants, which is evident in the proportion of channels. Of course, if the best product ignores the dealer, there is a greater risk that the dealer will still ignore it.

According to the official website of Big Kiln and the official account of "Big Kiln Beverage", Big Kiln has many favorable policies for dealers. On the one hand, Big Kiln evaluates partners through the "four-dimensional evaluation system". On the other hand, Big Kiln greatly reduces the risk of dealers through the trial agency period. In addition, Big Kiln also provides 1V1 assistance to dealers. In terms of policy formulation, it will customize sales policies according to different market layouts. It will not take the road of big pot rice and one-size-fits-all, and will not let dealers fall into a situation of going it alone.

sustainable development logic

For domestic soda companies, the most important thing at the moment may be how to capture the personalized needs of young consumers, innovate from products to marketing models, and quickly open up the market.

After the explosion of 520ml single products, Dayao did not become complacent, but continued to create trendy drinks, and innovated new products including "Dayao Lixiang", "Chayuanxiang Juice Gas Tea", "Fun Sparkling Soda Sparkling Water", "Saibei Spring", "Xiaoyao Fruit Steam", "Dayao Rice Companion", "Dayao Sour Plum Soup" and other flavors. Dayao also upgraded the product packaging, making the product name more prominent, the layout more concise, and more able to attract consumers’ attention. In fact, the innovative taste and the social attributes brought by the packaging design are conducive to generating topics and promoting a new round of brand development.

Big kiln in 2023 also contract renewal spokesperson Wu Jing, through the huge flow of Wu Jing, the two complementary tonality, can make big kiln cover more target groups, so as to get more recognition. Has established more than 1 million retail end points covering the country, more than 1600 dealers.

In the past two years, some disappearing soda brands have returned, and new brands are also growing rapidly. Most brands are exploring long-term development paths. Those who gain the way are more helpful, and those who lose the way are less helpful. The kiln has its own unique advantages and can create continuous increasing value for dealers. If it tells a "win-win" story, it will naturally be more recognized by the market.

Image source: Dayao official

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