In hot summer, a bottle of beverage is the most suitable, and major beverage manufacturers are also using the peak season to increase sales.

The beverage market looks calm, but the competition is very fierce. Even the big companies like Coca-Cola and Wahaha that we remember are living in fear. After all, it is easy to find substitutes for fast-selling brands like beverages. If a company does not have excellent products and clear sales routes, it is almost fatal for a company that mainly produces beverages.

Once a domestic beverage giant, God, came to a dead end under the huge market pressure.

I. The company behind "honey grapefruit tea"

It may be a little strange for you to say "God", but when it comes to the brainwashing advertising word "Drink something healthy and beautiful", most people's memories will be recalled. This advertisement, which impressed countless people in those years, was specially created by Tianwo Group to promote its star product-honey grapefruit tea. Young and energetic actresses and citron tea have indeed become a fresh scenery in the summer afternoon.

Tianwo Group is an established company, established in 1999. Since then, it has launched a series of snacks and drinks. Honey grapefruit tea listed on 20 13 is one of the most successful products of Tianwo Group.

Once the advertisement in honey grapefruit tea was broadcast, the effect was very good. At that time, the popular health drink, honey grapefruit, was said to be beauty beauty, which was slimming and shaping, and was deeply loved by consumers. It can be said that this product developed by Tianwo Group accurately grasps the market demand.

Because of this success, the turnover of Tianwo Group, which has a good momentum, has soared and become a big company in the beverage industry.

However, why does such a powerful company seem to disappear now?

Second, the business crisis of beverage giants

The most critical reason is the product. For so many years, when people mentioned Tianwo Group, they could only think of honey grapefruit tea. Compared with other companies, there are at least five or six famous products, which makes the operation of Tianwo Group too single.

It is impossible for a company to support itself only by a star product. Moreover, for many years, for honey grapefruit tea, Tianwo Group still uses the old formula without any improvement, and even the packaging has hardly changed. In this era of newer and faster information, it is easy to cause aesthetic fatigue. It is not surprising that the company is in crisis because of the lack of product stamina.

Another point is very deadly. Tianwo Company did not enter the e-commerce market in time. Honey grapefruit tea's biggest audience is young people, especially young women. The biggest consumption field of this group is the Internet. With the convenience of online services, many people are no longer willing to go out to the supermarket, which has caused a great blow to the Tianwo market, which did not enter the e-commerce market in time. By the time it's too late, the market has already changed, and the opportunity is fleeting.

The levee of a thousand miles collapsed in the ant nest, and the problems accumulated one after another, making this former industry giant teetering. In 20 18, tianwo group suffered the biggest crisis in history, and the management attacked each other, resulting in a gap in the capital chain. Seeing that the company is going bankrupt, what everyone didn't expect was that Lin Jianhua, the company's top leader and chairman, actually lost contact directly!

No one knows where he went. Did he run away from the company when he saw the bad situation, or did something happen? No one knows this problem. The biggest problem we are facing now is leaderless. In desperation, a group of shareholders pushed Lin Jianhua's son Lynch to the position of chairman.

Third, where to go?

Lynch was only 25 years old, and just a few years after graduating from college, there was no way for such an inexperienced young man to become the chairman. At this time, Tianwo Group was in a panic, the turnover rate was increasing day by day, and the product sales situation was very unsatisfactory. There are still 2 billion debts outside, and all this needs to be solved by one person. Lin Jianhua is not here, so this burden can only be handed over to Lynch.

After Lynch took office, some people made irresponsible remarks about the life of the rich second generation. It is said that Lynch is married, his wife's identity is unknown, and he occasionally updates his life status online. It is said that the couple live in an 800-square-meter mansion in Lujiazui. The house is worth hundreds of millions, and the interior decoration is extremely luxurious, which makes people envy.

However, today's Tianwo Group is in a bad situation. According to the workers who left Tianwo, the number of products produced by Tianwo Group is very small every day, and wages are often not paid, which makes workers leave their jobs one after another, not to mention the management, and they also start to collectively quit their jobs. Lynch is absolutely difficult to turn the tide. His mansion worth hundreds of millions is unknown.

Looking back, it is hard to imagine that the company behind honey grapefruit tea would end up in such a situation one day. It is a pity that Tianwo Company once made such excellent products, but now it is difficult to provide even production funds.

It can be seen that a successful enterprise must not rely solely on one commodity. After all, consumers' feelings disappear quickly. Even Coca-Cola, which has an unparalleled mass base, has been introducing new products and tastes such as "Zero Coke" and "Diet Coke". Only when the products are rich enough can we support the huge market of a big company. After all, people always like new things.

Secondly, if a company wants to prosper, it must always pay attention to market trends. In the era of rapid development of science and technology, the channels of product management have become diverse. If you still rely on the physical market, it is only a matter of time before you are eliminated by the market.

There are thousands of beverage enterprises in China, and the benefits of this industry are huge, which means great competitive risks. Every company will try its best to be loved by consumers, not to mention co-branding, advertising and even micro-movies. In such fierce competition, only companies that constantly innovate and upgrade can survive longer.

Today, Lin Jianhua, the former chairman of Tianwo Group, is still in a state of losing contact, and Lin Qizheng is leading the company to struggle. As for the company that once created miracles, everyone is looking forward to what it will become in the future.