Wahaha - History, Evolution, Present and the Future
-
Upload
greg-thain -
Category
Marketing
-
view
158 -
download
0
description
Transcript of Wahaha - History, Evolution, Present and the Future
History & Origin . . . . . . . . . . . . . . . . . . . 3
Early Evolution . . . . . . . . . . . . . . . . . . . . 4
Global Expansion . . . . . . . . . . . . . . . . . 5
Company Structure . . . . . . . . . . . . . . . 6
Summary . . . . . . . . . . . . . . . . . . . . . . . . 7
Social Media Accounts . . . . . . . . . . . . 8
2
Wahaha was founded by Zong Qinghou in 1987
He sold ice cream, soda and school exercise books via tricycle in
Hangtzhou, Zhejiang Province
In 1988, he moved into oral tonic
He did very well but realized none of his competitors targeted
children
A year later, he set up the Hangzhou Wahaha Nutritional Foods
Factory to make the Wahaha Nutrient Beverage for Children
With an advertising campaign aimed squarely at China’s state-
enforced one-child families - nothing being too good for these
‘little emperors’ - it was an immediate success
Wahaha sales hit $65 million in 1990
Wahaha merged with an ailing food business, which greatly
enhanced its market capabilities in 1991
Launched Wahaha Milk, and a fruit-flavored milk drink
Wahaha had more than its fair share of failures but maintained an
increasing scale by buying up insolvent food and drink companies
It partnered with the French giant, Groupe Danone
Wahaha Pure Water was the new venture’s key launch
It became one of the country’s largest beverages companies
In the 1998 World Cup, Wahaha Future Cola was launched
The Future Cola was 25 % cheaper than the major brands
Between 1998 and 2001, sales of Future Cola increased almost
ten-fold giving it a market share of 14%
A year later, share was up to 18%
In some provinces, Future itself was the market leader
In 2002, Wahaha’s total soft drink output in China exceeded Coca-
Cola Company with its launching of Future branded tea and fruit
juice lines.
Wahaha launched Future in the U.S., selling through small
convenience stores in New York City and Los Angeles
By 2008, Wahaha’s Future Cola was a number three player in the
Chinese cola market with a market share not far behind Pepsi
Wahaha in total was ranked the number five global beverages
company
It built a shopping complex and a Future Cola factory in Indonesia
They export not only to other Far Eastern countries but also to
France, Germany, Italy, Spain and The Netherlands
They recently signed a sponsorship deal with Manchester United
Wahaha, in partnership with the French giant, Groupe Danone,
became the number one brand in the market.
Wahaha’s product lines include:
Dairy Beverages
Snacks
Infant Formula
Flavored Drinks
Canned Food Products
Tea Beverages
Medicine and Health Care
Liquor
Children Garments
Packaged Drinking Water
Carbonated Beverages
Juice Series
Founder, Zong Qinghou started his business on a tricycle, and
managed to grow Wahaha through his market understanding.
The company partnered with Groupe Danone and launched the
Wahaha Pure Water
Wahaha challenged Coca-Cola and PepsiCo through Future Cola
which became a firmly established number three player in the
Chinese cola market by 2008.
Wahaha is China’s number one in the beverage industry with
exports not only to other Far Eastern countries but also to France,
Germany, Italy, Spain and The Netherlands.
Website:
en.wahaha.com.cn/