When have you recently purchased Wahaha products?
I guess many people said when they were young: when you grow up, you have to make money to buy Wahaha. The drinks we used to drink as children are now becoming memories of our childhood.
The data shows that Wahaha's revenue in 2020 was 43.98 billion yuan, which has fallen back to the level of 2009. Since Wahaha's last circle, it should be Wahaha who has replaced Wang Lihong, the spokesperson for many years of cooperation, with the new generation of xiaosheng Xu Guanghan and caused a storm of discussion, and the remaining memory may be wahaha's advertisement when he was a child.
1
Lost vision
For the early stage of entrepreneurship zong Qinghou vision is undoubtedly unique vision, found that children malnutrition gives parents a headache, the development of children's nutrition products - Wahaha nutrient solution, four years to reach 400 million revenue; see office workers rush to replace breakfast with ad calcium, but hindered by children packaging adults can only secretly drink, so the nutrition express came into being.
The birth of the nutrition express line made Wahaha go to the peak, but Zong Qinghou's "vision" also stopped here, and the new products that appeared after that did not become the second nutrition express line, and the cross-border liquor, children's clothing, and milk powder did not succeed. Wahaha gradually can't keep up with the tastes of young people, and even rural children begin to feel that Wahaha is "low".
2
"Getting younger" failed
Zong Fuli, who took over the responsibility of her father, realized the aging of the brand, and in order to attract young people, Zong Fuli locked her eyes on functional drinks. Zong Fuli led the launch of the customized fruit and vegetable juice brand "kellyone" named after herself, taking a high-end route completely different from Wahaha, and the result did not open the market to become a hit, only appearing in a small area of Shanghai and Hangzhou.
After the launch of a more affordable low-calorie fruity tea chacha, sparkling water "angry" and sugar-free tea a tea, and finally only angry tea after Wang Yibo became its spokesperson, there were good sales, after a short sales peak returned to four figures.
In order to create a new image, Wang Lihong, the spokesperson for Wahaha Pure Water who has cooperated for 20 years, was replaced, believing that it was old, and this move was quickly insulted by ungratefulness, and The Wahaha mineral water without Wang Lihong was boycotted by some consumers.
3
Narrow marketing channels
Wahaha is a FMCG brand, the channel is an important link, and the channel chain is the interest chain. Zong Qinghou has always insisted on his proud joint sales body, and in 2017, he also publicly reprimanded e-commerce platforms for buying traffic and engaging in promotions that disrupted the price system of the real economy. However, the market is constantly changing, and the advantages of traditional joint sales are becoming smaller and smaller.
Gradually Wahaha quickly realized that it was left behind, had to compromise with e-commerce, in 2020, it was announced in a high profile that Wahaha would enter the e-commerce platform and create 4 e-commerce platforms, and Zong Qinghou, who was 75 years old, conducted the first live broadcast in his life. Although some punches in the face, but the dead sheep to make up for the prison, there is still a chance to return to the peak.
Although Wahaha has made a lot of movements in products and marketing, it is often thunderous and rainy. Compared with the old brands with distinct cognitions such as Coca-Cola and Dove, Wahaha gives people a vague impression; compared with emerging brands, all the actions of Wahaha are too conservative, and whether Wahaha can reproduce its former glory, we will wait and see.
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