Ejiao has always been regarded as a top-grade tonic for women, and Dong 'e Ejiao is also an old brand in Ejiao industry. Many people who don't pay much attention to Ejiao can call Dong 'e Ejiao their own brand. Dong 'e Ejiao, an old brand, lost money for the first time in 24 years because its business model and business philosophy failed to keep up with the times and meet the needs of consumers.

First, the price is too high.

A few years ago, I went to the drugstore to buy Ejiao. The price of Dong 'e Ejiao is the highest among similar products, even twice that of some small brands. Moreover, in recent years, due to the shortage of raw donkey skins, the price of Ejiao has been rising. The price of Dong 'e Ejiao, which is not low, has become prohibitive and will inevitably lose many consumers. Dong 'e Ejiao should have discovered this problem, but the solution they came up with was not to make the price more close to the people, but to increase advertising. It is conceivable that this part of the advertising expenses should also be added to the products to make consumers pay the bill, which can only make the price of Dong 'e Ejiao higher and higher.

Second, there is no product that better meets the needs of consumers.

It's not that people no longer like Ejiao. In fact, in the past two years, Ejiao cakes have sold well in both online stores and WeChat friends circle, and now people are paying more and more attention to health care. Various health care products, especially those of some foreign brands, are sought after by many people, but Dong 'e Ejiao has obviously fallen behind the times. The main product is donkey-hide gelatin pieces that need to be handled when eating, and the oral liquid for publicity and packaging can't satisfy consumers at all, which makes the consumers of Dong 'e Ejiao more limited.

There is no advantage in price, and there is no bright spot in the product. It can be said that Dong 'e Ejiao has embarked on a road farther and farther away from consumers. If an old brand like Dong 'e Ejiao wants to be in an invincible position, it must keep up with the changes of the times and know more about the needs of current consumers. Always holding past achievements will inevitably be eliminated by the times.