Business Review Bile, the pioneer or martyr of the light of domestic products?

Hello everyone, it’s time for another week of business reviews. From now on, I will put business reviews on Friday, because the overall reading volume on Friday nights may be a little lower. Anyway, business reviews are such content, it’s good to meet each other< /p>

Originally I wanted to write about imported grains. This one is more logical than the previous one.

But I thought I had written three articles about imported grains, so I might as well write one about domestically produced grains. Today Let’s start with Bile, which I am very familiar with

Bile, the domestic product of light

Bile started out as an unremarkable brand, such as the initial silver equipment. of

The gold version was a little better, but it really took off after the original series was released

In my impression, the original series released in 2015-2016 should be the first batch It is one of the high-end cat and dog foods in China

At that time, I and other reviewers gave Bile high evaluations

< p>The product is better than the peers, the price is lower than the peers, and the evaluation is better than the peers

Bile original flavor was higher than domestic products when it was first released.It can really mess up the sharks inside the end

At that time, the name of the domestic product, the name Bile, I thought there was nothing wrong with it

But this halo has faded more and more in the past two years. Today we Let’s discuss the possible reasons

The best grain has not changed in 4 years

I looked through my article in October 2016, At that time, Bile's original cat food was 40% protein and 16% fat

As of November 2020, Bile original cat food will still have this indicator

The grade of a brand is defined by its best products

So the evaluation of Bile in the market has gradually become relatively weaker. Le is no longer one of the best domestic grains, but has become one of the mid-to-high-end domestic grains

Because your peers produce better grains than you

And the same Bile also insists on puffed grains, and does not produce higher-end pure freeze-dried, pure air-dried or staple food cans

There is no breakthrough in snacks and nutritional products

That's it anyway A few puffed grains are just sold over and over

In the past four years when domestic grains have been surging, Bile has not made any achievements in the high-end series. It has also raised prices several times, and is slowly being ignored by consumers. abandon andForgetting, I think it is inevitable

Is it called the original flavor?

Another pity is that the concept of original flavor has become meaningless due to its expanded application by Bile

I remember a few years ago, the green representative of the original flavor series High-end, real bone grains are mid-to-high end, and the guardian represents the mid-range

After a change, the green original flavor becomes original flavor, the real bone grains become original flavor, and the guardian becomes original flavor guardian

When every Bile is called original flavor, original flavor will no longer have the meaning of high-end. Originally, there is already a saying on the market that the original series is high-end

Bile himself smashed this statement. Moreover, the new series is also more convoluted, which I feel is not in line with the speaking habits of Chinese people.

Every brand should really cherish the impression it leaves in the minds of consumers, and if it is a good impression, it should adapt to it. It, rather than destroying it

Monthly testing

Bile also spends a lot of money on testing every month, but I think this effect is also decreasing

< p>My mother has a saying that you can’t play tricks for a long time. If you test the same grain and the same item every month, consumers will be numb

And sending it for inspection yourself is just a survival factor. , it can only prove that your product is fine

It is not a winning factor, it will make consumers think that your product is very good and I want to buy it

The merchant submits it for inspection and publishes it, it is just It is too weak to use it as a main marketing tool to prove that there is no problem with the product

What you are good at will cause you to fail

In fact, sometimes, what you are good at will make you fail You fail

What is Bile’s parent company, Fubei, good at? Good at production

Once production is done and OEMs continue, Fubei's life is actually very good, but this means that Fubei has no brand genes and is not particularly good at making brands

There are some technical experts in it

As for being good at making puffed grains, Bile feels that he is one step behind in investing in staple food cans, freeze-dried and air-dried grains

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Bile should be one of the first ones to introduce freeze-drying, but others have had trouble with freeze-drying, and the freeze-drying they added feels almost the same as 4 years ago

Now it seems that Bile is more It looks more and more like the food made by a factory that only makes puffed food

Finally

There is a saying that virtue is not worthy of your position, that is, when your virtue and ability are not worthy of your position, you will also be in this position. Slowly losing

According to Bile’s genes, he is not capable of achieving the glory of domestic products, at least in terms of brand building

I think because of some people, They did it, but after some people left, they slowly lost it with the inertia of the brand

Being a business is the same as being a human being. You must walk on thin ice and constantly upgrade

Inject more genes into yourself and be prepared for danger in times of peace, so that you can move forward step by step

This sentence is for everyone and also for self-examination