What happened to the Evergrande Ice Spring , which once spent 6 billion advertising dollars and sol

Updated on Financial 2024-07-29
6 answers
  1. Anonymous users2024-02-13

    Mineral water is an indispensable water source in our lives, although at home we can get a clean water source by drinking boiled water, but when going out or traveling, mineral water has become the best choice, after all, mineral water is different from other beverages will put a lot of additives, most of the water resources of mineral water come from nature, so it will be the advertising slogan "We don't produce water, we are just the porters of nature". However, there are also many different brands of mineral water in China, such as Binglu, Cestbon, Baisui Mountain, etc., which are very familiar to us, and they occupy three different price points: low, medium and high. But today we are going to talk about another special mineral water, it is Evergrande Ice Spring, let's take a look at it.

    Evergrande Ice Spring is a product of Evergrande Group, focusing on high-quality mineral water, Evergrande Ice Spring was also relatively popular when it first came out, the advertising slogan "Changbai Mountain Deep Volcanic Mineral Spring, one of the world's three largest water sources" also attracted the attention of consumers, many consumers are rushing to this advertising slogan to buy Evergrande Ice Spring to drink, in fact, its taste is similar to other brands of mineral water, but its pricing is the most expensive, the retail price starts at 4 yuan, and many places even sell to 5 yuan. This is unacceptable to many consumers, 4 yuan I can buy 4 bottles of ice dew, 2 bottles of Coke, 1 bottle of nutrition express, but if Evergrande Ice Spring continues to take the high-end route, in fact, it can also attract some high-end consumers, but the strange thing is that Evergrande Ice Spring later reduced the price, down to 2 yuan a bottle.

    Such a sudden price reduction makes high-end consumers unacceptable, and it is halved all at once, is there a problem with your water source? In the face of doubts, Evergrande Ice Spring had no way to give a reasonable explanation, and its sales became more and more bleak since then, until it finally lost nearly 4 billion, and now it plans to sell it. You must know that when Evergrande Ice Spring first came out, the group spent 6 billion yuan to invite major celebrities to endorse, and the effect was good at first, but then other statements appeared that their water resources were not good.

    Now Evergrande Ice Spring is no longer able to return to the sky, it is difficult to operate, and it is the wisest choice to sell it quickly.

    Finally, the principal summarized that there are two main reasons for the failure of Evergrande Ice Spring, one is that the price is too high, and the most expensive mineral water is Baisui Mountain, 3 yuan a bottle, and Evergrande Ice Spring will be set at 4 yuan a bottle as soon as it appears, which is inevitably unacceptable, after all, you are just mineral water, and I might as well buy a bottle of delicious drink with 4 yuan. The second is the marketing method, although Evergrande Ice Spring has invested a lot of money in advertising, but there is also a lot of negative news, which makes its marketing difficult, and finally failed.

  2. Anonymous users2024-02-12

    At present, Evergrande Ice Spring has dropped to 2 yuan a bottle, but it is still in a state of continuous loss, and now the relevant person in charge plans to sell this brand and is not in business.

  3. Anonymous users2024-02-11

    They want to do high-end consumption, but they can't do it in the market, and they lose more than 40 yuan, and everyone is only willing to buy cheap mineral water.

  4. Anonymous users2024-02-10

    Because the pricing was too high, few people could afford to spend it, so in the end the sales were dismal and the company was not doing well.

  5. Anonymous users2024-02-09

    Evergrande Ice Spring, which entered the high-end mineral water market in a high-profile manner three years ago, has now begun to change its painting style and play the "people-friendly card". On August 12, Evergrande Ice Spring announced a downward adjustment, the main product 500ml bottle from the initial listing of 5 yuan bottle price adjustment to 2 yuan bottle, 350ml, the national retail price of the product was also adjusted to 2 yuan, 4 yuan and 10 yuan respectively.

    At present, most of the domestic high-end water brands are in a state of loss, the high-end drinking water industry itself is still relatively weak, and the profitability of lead is relatively low. There are very few domestic high-end water brands with annual sales of more than 1 billion, and there are several low-end water brands with annual sales of more than 5 billion, and even tens of billions of water are also surging.

    It can be said that at present, the domestic water market, the awareness of high-end water consumption, the pursuit has not yet reached, it still takes time, waiting for consumption upgrades, just like the beverage market after years of development, finally from the previous 2 yuan ** belt popularized, across the 3 yuan ** belt, and across the 4 yuan ** belt, but it took more than ten years, or even longer, to complete this big sock upgrade!

    Therefore, for the time being, it is difficult to achieve the same sales volume and the first at the same time, and the most practical thing is to break the situation in the mainstream market first, achieve a certain amount and performance in the market, form their own brand occupancy, and then develop and layout in the high-end market in the future!

  6. Anonymous users2024-02-08

    Evergrande is indeed Evergrande, and he has set a magical record in China for a product advertising theme that changes nearly 10 times in one year.

    From "drink every day, live a long and healthy life" to "healthy and beautiful" to "Changbai Mountain natural mineral water", "what we carry is not surface water", "cooking and making tea", "I only love you", interspersed with "a water source for the world", "exported to 28 countries", "Mom and Dad I want to drink", dazzling.

    And its spokespersons, from Lippi to Jackie Chan, Fan Bingbing to Kim so-hyun and Jun Ji-hyun, are all first-line celebrities, which is breathtaking. You have to admire, rich, really rich.

    Positioning, focusing, and sustainability ......All the laws of communication are "not a thing" for Evergrande Ice Spring, and it seems determined to make an unprecedented case in the history of marketing, so that all followers will smash their glasses all the way.

    Even if Evergrande's real estate manager came to ** mineral water, he didn't dare to be so crazy, treating the 100-year-old industry law as dung, and using Boss Xu's money as straw paper. What is the force that makes Evergrande Ice Spring Advertising dare to change nine times a year?

    The biggest possibility: something went wrong with the sale!

    Only from the most direct point of view, there is no problem with the distribution of Evergrande Ice Spring, it has achieved that as long as there is Evergrande where water is sold, there is Evergrande, and there is Evergrande where water should not be sold. The sales department must be able to give the boss detailed data to show that his work is absolutely in place.

    However, dynamic sales are not optimistic. Dealers complained, and the marketing department was under tremendous pressure. With such a good product, such a loud brand, and such a strong distribution, why is it not selling well? The answer from the internal analysis is: advertising is not good!

    What to do? Change! Change!

    Two months later, it still doesn't work. What to do? Change again, change again!

    As a result, we saw an advertising miracle that we had never seen before.

    Is it really because of the advertisement? Boss Xu will make a private visit to Weifu next time, and go to a convenience store at random to ask why. The little shopkeeper will tell you with a look of disdain --- one word". People have two pieces a piece, why do you only have half the capacity but ask for three or four pieces?

    Boss Xu said that we are high-end water? Don't talk about **, talk about value.

    Boss, go talk to your high-end consumers about value. One side wants to be high-end, the other side has to eat all, no amount of money can boil this pot of ice water!

    Let's take a look at the tall Evergrande Ice Fountain advertisement that has surrounded you since last year's AFC Champions League night:

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