The reason why Pulse Chi Energy was removed from the shelves was poor sales. After rebounding in 2017, there was another stagnation phenomenon in 2018. For a time, there were countless pairs of eyes paying close attention behind the pulse. More importantly, in 2019, Pulse encountered Waterloo again in the Chinese market, with sales declining rapidly. In order to save this situation, we can only advance the previously decided brand repositioning plan. Then this series of operations It is bound to have an impact on pulse sales. The reasons for the decline in sales are as follows:

1. If the positioning is not done well, it will inevitably be eliminated. Pulsating energy, positioned as a functional drink. It also claims to be a product that does not contain caffeine, does not cause irritation, does not irritate the liver, and is suitable for daily drinking. Such a move is not a wise one. To a certain extent, it has deepened consumers’ doubts about the Pulse brand.

2. The price-performance ratio is not high, and the sales volume is far less than that of the old Pulse product. Chi Energy is priced at 6 yuan, with a capacity of 500ml. Compared with the old Pulse, the price is two yuan higher, but the capacity is smaller. Although it has a new formula and new taste, many consumers still don't buy it.

3. The publicity is not in place. Compared with the popularity of Pulse's previous advertising slogans, the spread of the new concept of "Zhi Energy" did not create a big wave, and there was no supporting large-scale publicity campaign, which delayed consumers' mental acceptance to a certain extent.

4. Policy support is weak. Except for some dealers who have subsidies for end-shelf displays, other dealers do not have any preferential policies, so their enthusiasm is not high.

5. Trying to use the power of the original brand to build consumer awareness and association is bound to fail. After all, the brand created before has been deeply rooted in the hearts of consumers. In this way This approach will not only damage the original value of the brand, but also dilute the brand's personality, and this is the case with the decline in pulse sales.