World marketing comments (http://mkt.) "Financial times": jianlibao through wind and rain over the past 20 years, now its sale of shares and attract people's attention, you feel that this time the jianlibao sale of shares, its prospects?
Li country: brilliant moment of jianlibao, toss up several times, it should be said that in addition to the stock before and after the change has been the vitality, the market prospects are not very optimistic, because the circumstances are different, the competitive environment has undergone great changes, market brand concentration more improved.
Now healthy beverage (non-carbonated), such as tea drinks, juice drinks also began to occupy the main market products, which are relatively unfamiliar terms of jianlibao.
In addition, even if there is no change of ownership jianlibao, but the management team of weakness and lack of brand strategy, will influence the rapid development of jianlibao, which led to the prospect of jianlibao is not so optimistic.
"Financial times": jianlibao outlet for twenty years in it who has happened and what is more significant changes (or turning point?)
Li States: the oldest Oriental magic water's success, the Los Angeles Olympic Games after and Li Ning's Association, set up Li Ning sportswear company, then you are Li Ning company's independence; later transformed to jianlibao Sanshui city, sold to and are not familiar with the beverage industries zhanghai, original operators were forced to withdraw, Lee knit Sanshui Government think jianlibao and capital alliances will give the development opportunities of jianlibao, didn't expect it to become a sad happenings! thereafter, jianlibao although launched a series of products, such as the "fifth season" or something new, but has not been market recognition.
2006 was accused of embezzling funds, Zhang jail, jianlibao company back into the whirlpool of public opinion. Recently, Zhang convicted and sentenced to 15 years in prison, therefore, jianlibao entered another new era, is a blessing or a curse, the only time to prove it.
"Financial times": it is said that Zhang jianlibao is ruined, you agree with this statement?
Li States: to some extent, Zhang master jianlibao, did not give jianlibao brings better. On the contrary, jianlibao seems more worse consumers vision slowly disappear so whether Zhang subjectively have disrupted jianlibao worse Li Bao, but it is true.
A lot of details and the truth, perhaps only the parties made it clear, however, Zhang as new trader, not overturned, misappropriation of company funds, a brand is in the hands of the capital murder case. In the eyes of capital operation, brand and lay eggs of hens are no different than that in the eyes of Lee knit, jianlibao is the son of his parents, this is the essence of difference!
"Financial times": the case of jianlibao, Sanshui Government is not willing to sell 4.5 billion, while willing to Lee knit 3.38 million sold to Zhang Jingwei Lee, deprived of the right to purchase, why is that? is the fall of the jianlibao to lay?
Li country: Sanshui City Government was perhaps the best of intentions, hopes to be able to borrow capital hands let jianlibao dead wood, spring, and Lee knit, would rather sell to bid lower Zhang. This is a typical foreign monks chanting of Psychology will, of course, did not rule out the possibility that there are some little-known Insider and imagination. Brand fact, jianlibao bride is not the only one, small nurse by L'Oreal merger, etc, are all examples of brand new marriage, the end result is a brand of progressive decline. Therefore, incorrect sale, brands are actually the root causes of the fall in future brand.
"Financial times": in your opinion, jianlibao brand competitiveness of what are the causes?
Li country: jianlibao lost once brand status mainly includes the following five areas: A. channel strategy slowly behind Coca Cola and Pepsi-Cola, without a good grasp of modern malls channels, but also not well developed, using streets of paper cups retail outlets, resulting in a channel on the premature fading out people's perspective.
B. promotional strategies, drink belongs to the typical emotional purchase product and require repeated again and again remind of emotion, jianlibao although the earliest borrowed sports marketing tool, but a late and Coca-Cola and Pepsi-Cola's younger, idols of brand advocacy, has significantly lagged behind, therefore, the brand is bound to the marginalized.
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