Marketing game

  Montevideo, the capital of Uruguay, is a large city with a population of more than 1.4 million. The residents here live a comfortable and prosperous life, drinking a few cups of coffee and mate tea every day. Coffee beans are imported from Colombia and Peru, while mate tea is made from a leaf of Paraguay.

  Twenty years ago, Chinese and Indian tea merchants came to Montevideo almost at the same time with their own specialty green tea. At that time, Uruguayan people did not have the tradition of drinking green tea, and it was difficult to find green tea in the store. Although the market outlook is not clear enough, the tea merchants in China and India are still confident. Someone once calculated that if every Montevideo resident consumes 5 grams of tea a day, the city’s annual tea sales will be At 2,555 tons, assuming that the price per kilogram of tea is $100, as long as you enter this market, the annual sales will be $255.5 million!

  Like the morphine needles, the tea merchants shuttled non-stop to supermarkets and grocery stores and rushed to promote their own green tea. However, the opening was not as smooth as imagined. The customs of Montevideo residents drinking coffee and mate tea were deeply rooted and did not immediately accept green tea. After a few months, the marketing expenses have been spent a lot, and there are very few teas sold. In desperation, tea merchants can only find a way to find another way.

  Chinese tea merchants have squandered huge advertising fees and vigorously promoted that Chinese green tea is a pollution-free green food. After drinking, it helps to relieve the lack of skin and slim down. Coincidentally, it didn’t take long for Montevideo to start to say that the chemical substances of coffee and mate tea exceeded the standard, and the terrified residents refused to buy and drink. Many people changed to drink Chinese green tea.

  At this time, the Indian tea merchants did not do it. They just left a business card and a bag of samples for each supermarket and grocery store, and never visited and called again. Surprisingly, since then, people have come to the store to buy Indian green tea, and the boss who wants to keep the business has recommended Chinese green tea to customers, but they have been declined.

  The business of Chinese tea has become more and more prosperous. Many domestic tea merchants can’t sit still, and they traveled to Uruguay not far away, vying for a share of the market. The nirvana used by Chinese businessmen is a price war. This time is no exception. In just a few months, the price of green tea has dropped rapidly from $100 per kilogram to less than $40. Although the price of tea has fallen below the cost, no one will give up on it. The price war is still not showing signs of end. In order to protect the capital, the tea merchants have resorted to the trick of filling up and mixing impurities. Not only that, tea merchants will secretly say bad things about their peers in front of customers, and customers will not buy Chinese green tea when they are disappointed.

  The coffee and mate tea in the store could not be sold, and the sales of Chinese green tea were decreasing day by day, which made the bosses frown. It is gratifying to note that there are still many people who come to the store to buy green tea, and more and more, they all specify to buy Indian green tea. However, the store did not receive the goods and could not meet the customer’s needs. The business that saw the hand was going to slip away from the front, and the bosses couldn’t help themselves, rushing to buy goods from Indian tea merchants. Indian tea merchants actually set a spectrum, and the price of tea was raised from $100 per kilogram to $120. After thinking about it, the bosses still bite their teeth and promised. After all, earning less, it’s better than not making it. Indian green tea quickly opened up, and later Indian tea merchants shared market share at this price.

  Many years later, people discovered that tea merchants in China and India originally hired a group of people in Montevideo to make a strong contribution. However, the Chinese spread rumors through the employees, suppressing coffee and mate tea. The image is to open up the market for its own green tea; while the Indians let the employees go to the store to buy Indian green tea one after another, the virtual market demand is very strong, deliberately let the bosses “sniff” the business opportunities.

  Chinese green tea and Indian green tea are well-known in the world, and the taste quality is difficult to distinguish. The reason is that the means of selling tea is different, but the result is different. Today’s Chinese green tea is bleak, and it can only survive in the low-end market. Indian green tea has firmly established itself and monopolized the middle and high-end market. The reason is not that China’s tea merchants are not diligent enough, nor that Indian tea merchants are particularly savvy. In the end, it is still the Chinese people’s competitive psychology that does not ruin their opponents. It is clear that some things are done against themselves. I still prefer to lose money and not let competitors make money. This is a zero-sum formula that pushes everyone into a dead end. No one will win in this battle that harms others.

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