Lost 20 billion yuan a year and a half!Isn't the red RIO cocktail?

Lost 20 billion yuan a year and a half! Is the red RIO cocktail really not? I believe that many people know that this brand should originate from plant advertisements for running men, but in fact, this brand began to sprout and prepare as early as 2003, that is, 19 years ago.

The story also starts with RIO's founder Liu Xiaodong that he was born in 1967 and was a worker in the Lanzhou Cigarette Factory. Under the influence of my country's entrepreneurial wave in 1992, Liu Xiaodong resigned from this stable job and went south to Shenzhen.

After accumulating his experience, Liu Xiaodong resigned again, holding the 200,000 capital in his hand to start a business, and set up a Bailun incense spices Co., Ltd. joint venture.

In 2002, Liu Xiaodong accidentally came to a night market in Shanghai because of his business. He was amazing that the sales of Bai Run incense in the country in the country could not reach a set of cocktails for one month in Shanghai's 13 night markets.

And in many countries in Europe at that time, the growth rate of the production of pre -adjustment was rising year by year, which made him a little touching and wanted to be the first person in the country to eat cakes.

So in 2003, Liu Xiaodong established the Basque wine industry to launch the Rio brand cocktail. The pricing is 20 yuan a bottle, which is lower than one gradient than other alcohol, but it is unfortunate, this price is on the price with the night -range Sprite and Coke.

Everyone is still used to drinking cola Sprite, and has no interest in this so -called cocktail. At this time, Liu Xiaodong's strategy was to increase the price of RIO to 30 yuan, but the price increase directly into the price war of beer categories. Tsingtao Beer, Budweiser, Krina, Xili, Jianli and other brand groups have siege, RIO is out of match, and the situation is very embarrassed.

But this also made Liu Xiaodong see the road of the night, and he couldn't go through the money. Liu Xiaodong was in pain, studied the sales channels of e -commerce, and began to think deeply about the target audience of RIO.

In 2009, RIO clearly made the target audience as young women. For urban beauties, sisters' gatherings are not full of drinks, drinking too much, and fear of disappointment. As a result, RIO set the consumer scene as a sister gathering, and the concept of benchmarking the night field wine claimed that RIO was a white field wine.

In the future, the sales status of RIO will gradually improve. In 2010, the hot sales exceeded 10 million yuan.

However, the mountains are not allowed to be the two tigers. In 2013, the price war of RIO and the industry boss Bingrui officially kicked off. Both sides began a crazy promotion. The means were all diverse. What to buy, full reduction, gift, etc.

The two sides realized that in the long run, Bingrui and RIO will be dragged into low -end brands. Not only that, sales data shows that although Bingrui and RIO's sales in 2013 were increased by more than 30%, the profit fell by 10%. This price war can be said to be defeated, and the two sides stopped such a battle very well.

Since 2014, RIO has been vigorously invested in film and television marketing. At that time, the implanted TV series include "Why Sheng Xiao Mu" and "It's Shan", and the variety shows "Running Brothers" and "Do You Are the One". To say that Bing Rui at that time, I wanted to be implanted in the show "Running Brothers", but the investment quotation of the two competition programs soared directly to 200 million yuan. The victory of the offer.

It turns out that such a marketing method is very successful, which is also the beginning of RIO sales. In 2014, RIO created a revenue of 987 million, surpassing the giant Bing Rui at the time to become the industry's first.

RIO pursued the pursuit and continued to take the road of heavy marketing. By August 2016, the Rio Olympic Games, RIO used the advantages of the same name with Rio English to gain support from the Rio Municipal Government. During the Olympic Games With such a strong exposure, the popularity of the RIO brand can be said to be a household name. Although this massive placement sounds cool, the flowers behind it are sky -high.

The advertising cost of RIO in 2015 was 330 million yuan, which was even more exaggerated in 2016. In the first half of the year, it reached 1.454 billion yuan, accounting for as high as 1/3 of the total cost. In the following, the sales fell sharply to 813 million yuan, which was 1.4 billion less than the previous year, showing a decline of a cliff -like decline.

After all, when its own products have not improved, it is difficult for long -term marketing marketing to bring sustainable increment and even cause resentment.

On February 25, 2017, RIO suffered a loss of 142 million yuan. In fact, not only RIO, the entire industry has entered a state of inventory backlog, and the entire pre -adjustment cocktail market has no longer vitality.

Seeing the decline, RIO quickly launched a new taste: the micro -stale series, which adopted the canned cans, which not only saved a lot of costs, but also seemed to be lighter and fashionable. The price drops from about 14 yuan to about seven yuan, closer to the price of ordinary beer.

With this drink, RIO has achieved a profit at the end of 2017, and its net profit has risen to 183 million yuan. However, compared with the previous scenery, it still looks lack of strength.

Just when everyone thinks that RIO is difficult to escape, the concept of girl wine has quietly emerged, and women have become a new consumption ratio of alcohol products.

Searching for girls' wine in Xiaohongshu can get more than 130,000 articles, including low -degree wines such as RIO and so on. RIO changed the advertisement to "a person's small wine", creating a scene of a person's home alone, creating a small mood of single women, and sales ushered in a small climax. Throughout the development of RIO, you can also clearly see the rise and fall of the market for pre -adjustment and low wine. The rising RIO seems to have reached its own glory again. But no one knows whether the current hot and low wine market will still appear the same tide as a few years ago, and the market will always leave opportunities to those who dare to innovate.

This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

If a company or a boss, if the shortage of innovation ability is destined to be defeated in advance, please remember that there is no innovation, how can you have imagination!

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