If we rewind the wheel of time to twenty years ago, in the childhood memories of the vast majority of 80s and 90s generations, the words' Wangwang 'are almost synonymous with happiness and sweetness.
That is a big gift package opened with anticipation during the Chinese New Year, a funny advertisement repeatedly played on TV, and a suction pack bitten open on the way home from school. In that era when resources were just beginning to be abundant and life needed sweetness to nourish, Want Want fed a whole generation's childhood with warmth and pure sweetness.
However, under the wave of national health consumption, reducing sugar, reducing burden, and promoting natural nutrition have become the core consensus in the food and beverage industry. Faced with the challenge of balancing classic emotions with modern health needs, how to break free from the heavy and high sugar label and adapt to the healthy taste of the new generation of consumers has become the core issue for the sustainable development of the national brand Wangwang.
Upgrade with layered products and reconstruct the healthy foundation of national brands
For a long time, sweet snacks and classic drinks have been the brand imprint deeply rooted in the hearts of Wangwang. However, with the upgrading of public health awareness, a single sweet product system can no longer cover the consumption needs of all age groups and multiple scenarios. In the face of market changes, Wangwang has abandoned the extensive model of radical innovation and complete subversion, and has chosen to follow its own development pace and implement a layered health upgrade strategy, finding a balance between safeguarding classic sentiments and adapting to modern health needs.
For classic products, Want Want insists on gentle improvement, reducing burden and improving quality. While retaining the classic flavor, it has launched low sugar, sugar free and nutrition upgraded products, and added high dietary fiber, chia seeds and other nutritional elements to some new products. At the same time, we will create the FixXBody control card series and the "Love Supreme" middle-aged and elderly health series, revitalizing classic products and better meeting the health needs of contemporary consumers.
Targeting the new generation of consumer groups and healthy and essential scenarios, Wangwang is fully committed to laying out a new track for sugar free and functional beverages, and building a complete matrix of lightweight and healthy beverages. At present, the brand has formed sugar free beverages such as Bond Sugar Free Black Coffee, Huidong Electrolyte Water, Mingxiang Sugar Free Tea, Oolong Tea, as well as a diversified product system such as Low Sugar O-Bubble Fruit Milk and Low Sugar Iced Black Tea, fully covering daily hydration, sports supply, office alertness and other full scene needs. By completing the shift from sweet taste supply to healthy adaptation, Wangwang has steadily iterated its product layout, laying a solid foundation for the brand's youthful and healthy upgrading.
Want Want Sugar Free Beverages (Partial)
Bond Peel Coffee, Unlocking a New Dimension of Coffee Health
If sugar free and low sugar beverages are the foundation of Wangwang Health's transformation, then its Bond Coffee is the core strategic item for the brand to deeply cultivate the high-value health track and penetrate the annual light market. Under the leadership of Want Want General Manager Cai Wangting, Bond Coffee shoulders the triple mission of brand upgrading, value upgrading, and user iteration, breaking away from the traditional beverage competition track and redefining the new standard of healthy coffee with distinctive nutritional innovation.
Cai Wangting, General Manager of Want Want and Founder of Bond Cafe
Unlike traditional coffee processing that only utilizes coffee beans, Bond Coffee uses a unique dual extraction technique to fully preserve the natural high activity chlorogenic acid contained in the coffee skin. As a high-quality natural antioxidant ingredient, chlorogenic acid can effectively assist human metabolism and soothe the body's state, giving beverages a natural nutritional gain that ordinary coffee does not have, achieving a dual improvement in health benefits and quality taste. While retaining the pure coffee flavor and basic refreshing properties, it achieves nutritional upgrading and burden reduction.
Bond Coffee Peel Coffee
This core innovation has enabled Bond Coffee to break through the limitations of traditional coffee scenarios, catering not only to the daily energy needs of urban office workers, but also to the drinking needs of fitness enthusiasts, caffeine sensitive individuals, and nighttime light health enthusiasts. It truly upgrades coffee from a single functional beverage to a daily nutritional and healthy beverage that is suitable for all scenarios, becoming the most differentiated core category in Want Want Health's strategy.
By actively entering the gym and gas station cross-border cooperation store in store, Bond Coffee completed its nationwide layout of 100 stores ahead of schedule in just two years, becoming a benchmark achievement in the traditional domestic brand cross-border boutique coffee track.
Looking at the overall transformation path of Wangwang, there is no radical change that can be achieved overnight, only gradual and long-term cultivation. The annual revenue of over 24.4 billion yuan confirms the recognition of national consumers for Wangwang's classic products and brand heritage; The continuous iteration of sugar free beverages, the innovative upgrade of Bond Peel Coffee, and the rapid implementation of the hundred store offline matrix demonstrate the brand's sincerity and strength in listening to market voices, keeping up with consumer trends, and actively self innovating. Believing in the dual empowerment of traditional heritage and innovative vitality, Wangwang, which breaks through inherent labels and continues to innovate, will continue to lead and thrive in the new track of healthy consumption in the future.