Wang Laoji puts forward the goal of "global beverage NO.1"
Wang Laoji puts forward the goal of "global beverage NO.1", and Wang Laoji Great Health Company has been trying to cultivate new performance growth points. Xu Wenliu also said that the company should rebuild brand-new categories and lay out plant functional drinks in depth, and Wang Laoji proposed "Global Beverage NO.1" as the goal. Wang Lao Ji puts forward the goal of "global beverage NO.1" 1
On February 28th, Wang Lao Ji Da Health held the 11th anniversary innovation and development conference. At the conference, Xu Wenliu, Chairman of Wang Lao Ji Da Health, announced that the strategic goal of Wang Lao Ji Da Health in the new decade was "striving for global beverage NO.1".
Although the company's operating history is not long, it operates the "Wang Lao Ji" brand with a history of 194 years, which was founded in 1828. Previously, the brand of Wang Laoji was authorized by Guangzhou Pharmaceutical Group Co., Ltd. (hereinafter referred to as "Guangzhou Pharmaceutical Group"). In 2112, Guangzhou Pharmaceutical Group recovered the production and management rights of Wang Laoji red cans and red bottles. Since then, the operation of Wang Laoji brand has been handed over to Wang Laoji Health.
Qixinbao shows that Wang Laoji Health is a wholly-owned subsidiary of Baiyunshan (6111332.SH), and the controlling shareholder of Baiyunshan is Guangyao Group. With the popularity of Wang Laoji brand, Wang Laoji Health has developed rapidly in the past decade. When it was founded in 2112, Wang Lao Ji Da Health was still a company with no production capacity and no sales channels. Now, Wang Lao Ji Da Health has 2111 employees, more than 11 million sales outlets nationwide, and its products are sold to more than 151 countries and regions around the world. It has also built 64 Wang Lao Ji herbal tea production bases and 11 raw material planting bases.
According to Li Chuyuan, Party Secretary and Chairman of GPHL, Wang Laoji Health has accumulated a profit of 8.4 billion yuan in the past 11 years. Xu Wenliu introduced that Wang Laoji Health occupies 71% of the market share of herbal tea industry, with annual sales exceeding 21 billion yuan.
the brand of Wang Lao Ji is the "trump card" in the hands of Wang Lao Ji Da Health. However, in the past ten years, Wang Lao Ji Da Health has been trying to develop new products, and accumulated over 81 products in three categories: herbal tea, vegetable protein drinks and fruit juice drinks. At present, in addition to Wang Laoji, the series products of "Prickly Ningji" and "Lixiaoji" are the main products of Wang Laoji's great health.
"expanding the main business of herbal tea, recreating new categories, building a brand tree and opening up the international market" is the development path set by Wang Laoji's great health in the next decade.
Xu Wenliu introduced that Wang Laoji Health has a plan to lay out plant functional drinks in depth, and wants to build one or two large-scale single products similar to Wang Laoji's brand scale, and then develop three or five new categories, one category and one brand, and finally form a brand forest.
in recent ten years, the operation of Wang Lao Ji brand has been remarkable, both in improving brand awareness and promoting brand rejuvenation. Wang Laoji named a number of TV programs for young people and invited new generation actors to be spokespersons. Wang Laoji Health also plans to build 56 herbal tea museums around the world. The completed Wang Laoji Herbal Tea Museum has received more than 11 million visitors worldwide.
Wang Lao Ji also actively "electrocuted" new things. At the Innovation and Development Conference on February 28th, he also held the launching ceremony of Wang Lao Ji Yuan Universe "Ji Space". Rao Yuansheng, a member of the Expert Committee of Guangdong Time-honored Brand and a well-known Guangfu cultural scholar, once told the reporter of Economic Observer Network that Wang Laoji is one of the dynamic and competitive representatives of Guangzhou Time-honored Brand.
However, in recent years, it is an era of rapid development of new tea in China, and the competitive environment facing Wang Laoji's great health has undergone subtle changes. Xu Wenliu admitted at the Innovation and Development Conference that in the past decade, the domestic beverage industry has matured and its growth has been sluggish. Among them, the market share of herbal tea has been declining for many years, facing the crisis of lack of vitality, and the functional attribute of herbal tea "fear of getting angry" is far from reaching the market capacity of more popular functional drinks.
Xu Wenliu said that the competition in the beverage industry is becoming increasingly fierce, the trend of diversification is obvious, the product life cycle is shortened, and the investment in new product cultivation is high and the effect is slow. Consumers' preference for high-sugar, high-calorie beverages is lower, and the industry pays more attention to packaging value, health and other elements. For this reason, Wang Laoji Health has also launched Wang Laoji herbal tea with 1 sugar, 1 fat and 1 calories.
On the occasion of the 11th birthday, Wang Laoji Health proposed to become "NO.1 of global drinks". Whether this goal can be achieved as scheduled remains to be tested by time. Wang laoji puts forward the goal of "global beverage NO.1". 2
Wang laoji, who has occupied 71% of the market share of herbal tea industry, is trying to cultivate new performance growth points to cope with the weak growth of the industry.
On February 28th, at the innovation and development conference of the 11th anniversary of the founding of Wang Laoji Health Company, Xu Wenliu, the chairman of the company, said that in the past decade, the beverage industry as a whole tends to be mature and its growth is sluggish. Among them, the market share of herbal tea has been declining for many years, facing the crisis of insufficient category vitality, the industry competition is still fierce, showing a diversified development trend, the product life cycle is obviously shortened, and the investment in cultivating new categories is high, with high risks and slow results.
Ten years ago, Wang Laoji's parent company, Guangzhou Pharmaceutical Group, recovered the production and management rights of Wang Laoji's red cans and red bottles from Jiaduobao, and accordingly established Wang Laoji Health Company. In the past ten years, in order to compete for the trademark of Wang Laoji in red cans and the herbal tea market, Wang Laoji and Jiaduobao, two major herbal tea companies, once had a fight, and then Wang Laoji won the first place in the herbal tea industry market share.
At present, the performance of Wang Laoji Health Company is relatively stable. As a subsidiary of Guangzhou Pharmaceutical Group, Baiyun Mountain currently holds wholly-owned shares of Wang Laoji Health Company. Baiyun Mountain's semi-annual report in 2121 shows that in the first half of 2121, Wang Laoji Health Company achieved operating income of 6.116 billion yuan and net profit of 1.169 billion yuan. Prior to this, Baiyun Mountain did not directly announce the performance of Wang Laoji Health Company. In Baiyun Mountain's business, Wang Laoji Health Company belongs to the company's big health sector and is the main source of income for the company's big health sector.
in the first half of 2118, the first half of 2119, the first half of 2121 and the first half of 2121, the operating income of Baiyun Mountain Dajian Plate was 5.275 billion yuan, 5.854 billion yuan, 4.514 billion yuan and 6.614 billion yuan respectively. Among them, the reason why the income decreased in the first half of 2121 was that the sales of Wang Laoji herbal tea and related products in the Spring Festival of that year were greatly affected by the epidemic.
In Xu Wenliu's view, although the market share of herbal tea in the whole beverage industry has declined, there is still room for growth in the herbal tea industry. "From the perspective of the domestic market, consumers' health awareness is constantly increasing, and the demand for healthy plant drinks and functional drinks is growing. The functional attribute of herbal tea category' fear of getting angry' is far from reaching the market capacity of mass functional drinks. In the international market, based on natural green attributes, the prospect of herbal tea and other plant beverages in the international beverage market is relatively optimistic, and the company should continue to expand the main business of herbal tea. "
but at the same time, Wang Lao Ji Da Health Company has been trying to cultivate new performance growth points. Xu Wenliu also said that the company should rebuild brand-new categories, lay out plant functional drinks in depth, and create one or two large-scale single products similar to the brand of Wang Laoji.
In recent years, Wang Lao Ji Da Health Company has successively launched fruit juice drinks such as Prickly Lemongji and Li Xiaoji. Whether these new products can help the company break through remains to be tested. Wang Lao Ji puts forward the goal of "global beverage NO.1". 3
On February 28th, Wang Lao Ji Da Health Company held its 11th anniversary innovation and development conference in Guangzhou, and released its new ten-year strategy, proposing to build "fashionable Wang Lao Ji, digital Wang Lao Ji, innovative Wang Lao Ji and responsible Wang Lao Ji" and strive for "global beverage NO.1". Strive to realize the plan of doubling revenue, profits and taxes by the next year.
Wang Lao Ji, who was founded in 1828, has a history of 194. Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. was established by GPHL in 2112, and the production and management rights of Wang Lao Ji red cans and bottles were recovered in the same year.
In the past ten years, Wang Laoji Health has embarked on a road of high-quality development of national brands with China characteristics. In recent years, the beverage industry has shown a diversified development trend. Under the catalysis of epidemic situation and other factors, healthy and functional plant beverages have gradually become the mainstream demand for consumption. Under the new development pattern, in which the domestic big cycle is the main body and the domestic and international double cycles promote each other, the natural, green and healthy plant drinks in the future will have broad prospects in the domestic and foreign markets.
"In the next ten years, Wang Lao Ji Da Health Company will realize the transformation from' Wang Lao Ji' single product to a large health industrial cluster, striving for' global beverage NO.1'." Li Chuyuan, Party Secretary and Chairman of GPHL, said that Wang Laoji Health will strive to become an internationally influential China beverage brand, strive to achieve "Wang Laoji where there is beverage" in the China market, and "Wang Laoji where there is Chinese" in the international market, and make every effort to enter the mainstream beverage market in Europe and America, so as to make "Wang Laoji in China become Wang Laoji in the world".
Xu Wenliu, chairman of Wang Lao Ji Da Health Company, issued the "New Ten-Year Strategy". In the future, Wang Lao Ji Da Health will take "making the world more auspicious" as its mission and "building a global beverage NO.1" as its goal, and adhere to the "four in one" strategic measures of fashion Wang Lao Ji, digital Wang Lao Ji, innovative Wang Lao Ji and responsible Wang Lao Ji to promote higher quality development.
In the past ten years, Wang Laoji has actively devoted himself to rural revitalization, fully demonstrating the responsibility of national brands.
At the end of 2118, GPHL undertook the task of helping the Rosa roxburghii industry in Guizhou, and Wang Laoji created a series of products with Rosa roxburghii as raw materials, which successfully activated the Rosa roxburghii industry in Guizhou. Up to now, the planting area of Rosa roxburghii in Guizhou has exceeded 2 million mu, benefiting more than 217,111 farmers, and the average household income has exceeded 7,111 yuan.
Since last year, GPHL has undertaken the task of revitalizing the litchi industry in Guangdong, and at the beginning of this year, it launched 18 "Lixiaoji" series of drinks and foods, which promoted the development of deep processing industry of litchi in Guangdong and set a new benchmark for rural revitalization.
At the meeting, Wang Laoji signed the cooperation platform of Guangdong litchi industry with JD.COM, Alibaba, WeChat, Aauto Quicker, Xiaohongshu and Huge Engine, and will enter the brand of "Lixiaoji" on these platforms, and carry out in-depth cooperation around channels and marketing to comprehensively promote the revitalization of Guangdong litchi industry.
at the meeting, the launching ceremony of Wang Lao Ji's Meta-Universe "Ji Space" was also held. Wang Lao Ji said that he would enhance the experience of consumption scenes with the application of technologies related to Meta-Universe, and make the company a benchmark for digital enterprises in FMCG industry.