[Channel network]
Introduction: "Product of green jade source of student had sold a lot of years, also did not roll out to now can match whole China health care to taste crowd core to need sue for peace to appeal to the innovation product that try. " bright red Dan Peng says.
"The intestines that gives you quickly bathes " , "Tea of green jade source of student reducing weight is too clever! Not too thin, tea of green jade source of student reducing weight. One when whiz thin; is drunk every day every day thin, do not have really again fat rise! " this is green jade source of student (00926.HK) tea reducing weight the ad saying of widely known.
8 years ago, green jade source of student reachs peak peak for a time, 2007-2010 year company business income increases 875 million yuan from 163 million yuan, go up more than 400% . Nevertheless this already was the history, nowadays, pay attention to figure management more in consumer today, green jade source of student is in instead downhill.
Report of outstanding achievement of metaphase of green jade source of student shows, 2018 first half of the year, collection of green jade source of student gets overall deficit amount 28.9 million yuan, with recorded in the round first half of the year 2017 income amount is compared 27.4 million yuan, fall in 205% the left and right sides.
The way that gets knowledge and product as people is increasingly rich and convenient, outstanding achievement of green jade source of student is immersed in backwater not the lair before. Bitter fleabane of Zhu Dan of analyst of Chinese food industry thinks, after be being deepened ceaselessly, industry reducing weight appeared as big healthy consciousness fractionize. Cent of present group reducing weight is static state and trends two kinds, the static state basically is relied on absorb food, reduce weight for instance tea, medicine reducing weight, trends basically relies on motion, fitness. And green jade source of student did not realize this in time and make on the strategy adjust. In other words, the partial reason that outstanding achievement of green jade source of student glides depends on " original intelligence quotient duty was handed in without the person now " .
The secret in signs up for in
This founds the brand reducing weight 2000 to develop up to now, had formed reduce weight and propose healthy series two big product line, its advocate hit product Chang Runcha and Ceng Liu of Chang Jing tea to go temporarily.
On August 20, green jade source of student is released 2018 announcement of metaphase outstanding achievement, accrual is 168 million yuan about first half of the year, decrease compared to the same period 36.6% , earnings of tea of its middling embellish falls compared to the same period 50.9% reach 52 million yuan, earnings of constant Jing tea falls compared to the same period 31.6% reach 115 million yuan, both sales volume drops respectively 49.4% with 29.6% . Net first half of the year gain is - 26 million yuan, glide 195.63% . The corresponding period, group gross profit is 122 million yuan about, decrease compared to the same period 42.4% , wool interest rate also by 2017 first half of the year 79.8% decrease 72.5% to the corresponding period.
In last few years money signs up for data to show, business income is as high as the annual after green jade source of student appeared on the market 2010 875 million yuan, battalion of green jade source of student closed to have 565 million yuan only 2017. From the point of nearly 5 years of outstanding achievement, profit of business income, net and net interest rate all fluctuate bigger, annual is clean 2016 profit - 69 million yuan, drop compared to the same period 174.45% , improved somewhat 2017, net profit 4 million yuan, rise compared to the same period 105.95% , , outstanding achievement explains like switchback, green jade source of student still is put in a lot of uncertainty in manage.
It is early before half an year, the gain of 2018 year half an year that green jade source of student releases is premonitory ever predicted, because the group adjusted the incentive policy of the administrative policy that sells business to agency, cent and salesperson, to the whole nation sale system organized framework and intelligence to undertake optimizing, cent leaves management and big client government for the line, this will bring about green jade source of student income will fall considerably compared to the same period first half of the year 2018.
Face 2018 metaphase data, green jade source of student explains in announcement, sale cost occupies accrual per cent to rise first half of the year, basically be the Zhongshan that last year because of the group second half of the year buys 10 thousand Chinese, Zhuhai Kang Baina sways reach medicine of Zhuhai Ao Lixin to sell cost to hold accrual percentage taller be caused by. Nevertheless, from the point of explanation of announcement of green jade source of student, its also are reducing sale and market sale expenditure. Announcement says, because advertisement of traditional TV medium puts in cost to decrease,this basically is, popularize changeover be caused by to network media and channel network sale stage by stage.
Consumer consciousness arousal
Bitter fleabane of Zhu Dan of analyst of Chinese food industry thinks, green jade source of student outstanding achievement glides first half of the year main by the reason caused at 3 o'clock: It is to get the concussion; of brand of domestic and international professional health care 2 it is; of consumer demand transition 3 it is innovation of product of lack of green jade source of student upgrades.
Green jade in those days sales volume of source of student step by step tall (9.64, 0.01, 0.10%) rises, basically result from domestic consumer consciousness reducing weight just arisen, the competitor on the market is less, add the line of sale of deep know well of green jade source of student, tall frequency, multidimensional brand exposure leads the guaranty that spend the ground, let consumer be in memory got on tea reducing weight and picture of green jade source of student equal-sign. The main operation means of green jade source of student is advertisement puts in, be in early ad spending was occupied 2007 than already exceeding 30% , the sales revenue inside 3 years grows considerably since thenceforth, 2007-2010 year compound increase rate exceeds 75% .
This still is the iceberg that medicine reducing weight makes a holiday only one horn. Because be suspected of,ever also used advertisement to cheat misdirect consumer to go up for many times with respect to him source of student that connect green jade blacker-than-black a list of names posted up. Accordingly, many consumer begin apt abroad brand, brand of Chinese tea reducing weight is encountered gradually cold, the adversary of green jade source of student is increasing also. Accordingly the netizen speaks outstanding achievement of green jade source of student glides, be by " small cheater " embroil.
"Consumer sky has consciousness reducing weight previously, without knowledge reducing weight, this ever was one of bonus that green jade source of student relies on. " bright red Dan Peng thinks, in the past, people way reducing weight is singler, the means of thin to coming through absorbing the food that has medicaments effect body is relatively superstitious, also believe advertising result very much, because of tea of source of student of this green jade reducing weight very accept favour. But now, consumer pays close attention to the healthy sex of composition of tea reducing weight and the rationality of means reducing weight more.
Green jade for instance source of student advocate effect of the bowel that push Qing Dynasty, and the means that a lot of viewpoints point to support to be similar to the action of cathartic to discharge fat is unscientific, this expends demand to cause negative effect with respect to meeting offset. Accordingly, light relies on advertisement to attract, persuading customer is insufficient, still need those who make a brand to specialization.
Of green jade source of student save oneself
The outstanding achievement that confronts green jade source of student nearly 5 years is fluctuant, green jade source of student was first half of the year 2018 on business made a few improve, the hope can turn round current situation.
The announcement of metaphase outstanding achievement that green jade source of student issues shows, green jade source of student rolled out constant Jing tea and edition of Chang Runcha the quintessence of a country to pack first half of the year, earlier in Beijing, Shanghai, Yunnan, Anhui 4 ground are sold. Still enlarged product line, lay in new product ceaselessly. In the meantime, coronal name " oriental cherry schoolgirl " program of the direct seeding that reflect a customer, push a brand continuously young change, extend drama of movie and TV embedded, change sale to help strength for the brand with content sale and setting.
Organizing framework aspect, green jade source of student builds a more reasonable classics / cent sells business combination, the management below the line is basic ordinary members of theatrical troupe with original 13 careers ministry, adjust establish 5+9 structure, big client management is passed new establish KA to sell administrative group, both supplements each other. Green jade source of student still adjusted performance to examine way, reach the outstanding achievement that sells a group by " agency shipment is assessed " to " pure sell assessment " change.
Besides, green jade source of student still is accelerated upgrade electric business 2 mode, development is tasted only meeting, spell great, hot Mom to plan to wait for new platform business, use small customer to per unit area yield is tasted or explode paragraph product to already consumed a client to recommend taste newly, dog through the means such as CRM call center resolve user demand, form consumptive closed circuit. And electric trade group is transformed by Beijing for Beijing, Hangzhou, Guangzhou 3 ground handle official bussiness.
Nevertheless, of green jade source of student this a series of saving oneself that look in the analyst the effect not beautiful. "The product of green jade source of student had sold a lot of years, also did not roll out to now can match whole China health care to taste crowd core to need sue for peace to appeal to the innovation product that try. " bright red Dan Peng says.
Green jade actually source of student besides tea reducing weight, still appeared on the market to drive the product such as alkaline coffee of pink of dew of a place of strategic importance, ferment, left flesh coming back 2017, product range expands somewhat, it is because of green jade source of student this brand has been hit early only " reduce weight " brand, to be being tasted newly, consumer still is used to their classify be medicine reducing weight, still put doubt to side-effect. Bright red Dan Peng thinks, green jade source of student should be in further the innovation of the product, upgrade fluctuation kongfu, fractionize of crowd reducing weight, roll out more high end is changed, custom-built the product that turn, cater to the healthy consciousness of consumer, strive for break through somewhat in new field.
