Analysis of Want Want Marketing Strategy [5] Since 1992 entered the Chinese mainland market, Want Want Group has won the general favor of consumers by relying on its fist product, Want Want Ice Cream. However, in recent years, Want Want Group has been busy setting up production lines in various places to realize product diversification, and its products are in danger ... Want Want Group has won the general favor of consumers with its fist product, Want Want Ice Cream. Whether in the car or at home, the cute image of "Want Want Kid" can be seen everywhere. The successful operation of the mainland market has established Wangwang's position as "Mi Long of the World". Today, Want Want's products listed on the mainland market have exceeded 100, far more than those listed in Taiwan Province Province. The sales performance of the mainland market has accounted for more than 90% of the total sales of the group, which shows that the mainland market occupies an irreplaceable position in Want Want. Today, Want Want's business in Chinese mainland has expanded from rice fruit to candy, dairy products, beverages, rice and liquor, which is actually not what it used to be. But in recent years, Want Want has been busy opening production lines everywhere, launching food projects, diversifying and even opening hospitals, but there is no large-scale marketing action in parent brand. Is Want Want satisfied with its past success? Without stamina, how can Want Want "thrive"? 1. Want Want Group, which is popular all over China, officially expanded its China market on 1992. In order to gain brand awareness in advance, Want Want adopted the business strategy of "marketing before production". In the first half year of production, the company invested more than 10 million yuan in advertising activities in the mainland, which was the first large-scale advertising in the mainland food industry and caused a sensation. Three months before the production line was officially put into operation, more than 30 containers of Want Want food were specially brought in from Taiwan Province Province, and they distributed these foods to primary and secondary schools in Changsha and nearby areas. The delicious taste and exquisite packaging of Want Want food were immediately loved by children and parents, and the name "Want Want" spread like wildfire, causing a sensation. In just one year, Want Want series products have been well known by women and children in Sanxiang. Because the product has left a good impression on consumers in advance, the market is in a state of hunger and thirst waiting for the product to go on the market. Therefore, Want Want achieved an output value of 250 million yuan in the year when it was put into production. After the initial success in the Hunan market, Want Want began to rely on Hunan to develop to the whole country, and successively set up more than 30 factories in Nanjing, Shanghai, Hangzhou, Beijing, Shenyang, Chengdu and Guangzhou. On the map of Want Want's market distribution, you can clearly see that the flag of Want Want has been planted all over China except Fujian, Jiangxi, Hainan and Jilin. In the second half of 200 1, Want Want Group moved its operation headquarters from Taibei to Shanghai, showing its ambition to further strengthen and expand the China market. Want Want has also performed well on the international stage. Combining the capital and technology of internationally renowned food groups, Want Want has spread its products to Malaysia, Singapore, Thailand, South Korea, Japan and other European and American countries, and gradually achieved the grand goal of "Mi Long of the World" and "multinational enterprise" with diversification and internationalization. Second, the product is dangerous. The title of "Mi Long of the World" is hard-won. Want Want also cherishes it. There is such a "Golden Dragon" sign hanging in the business department of Wangwang Miguo, which represents Wangwang's determination and fighting spirit to highlight difficulties and struggle hard in the process of starting a business. However, with the expansion of enterprise scale, Want Want also has some problems, causing difficulties. Sales staff are increasing, and expenses are also increasing. Although the performance keeps increasing every year, corporate profits are declining. With the changes in the market, the product advantages that Want Want once prided itself on are disappearing little by little, and the current competitive environment is not the same as that of more than ten years ago. In the past, Want Want succeeded. To some extent, it is not how powerful it is, but because there is too little competition. Nowadays, looking around, a large number of competitors such as Trust-Mart, Xerox and Dali have emerged. The popularization of new product technology and the diversification of consumer demand for products have given these enterprises a broad space for growth. Want Want is still lying on the past achievements. It is difficult to take substantive steps. More than ten years have passed. Although Want Want has launched many new products, its main products are still the ones when it started its business. The main products that have been replaced have not yet taken shape. Once these main products enter the recession period, Want Want will face the dangerous situation of product fault and no successor. Third, marketing is unsuccessful. Want Want is undoubtedly a successful enterprise. But its success is largely due to its foresight and preconceptions about the market. In the early days of Want Want's development, mainland consumers had little contact with consumption information, and there were few competitors of Want Want products. 1992, Want Want took the lead in raising the advertising banner of Chinese mainland. Relying on the spread of TV media and the huge advertising investment of more than hundreds of millions of yuan, it has established a high reputation in the hearts of consumers, and at the same time seized the influence of wholesalers in the mainland market and quickly penetrated into the market. It won the championship in the food industry at lightning speed. A few years later, Want Want achieved the status of "Mi Long of the World". However, with the development of the market and the improvement of consumers' rationality, the effect of advertising began to decline. If Want Want chooses to reduce or stop advertising, the market will respond immediately, and the sales performance will fluctuate greatly with advertising. Obviously, Want Want does not have an effective means to balance the relationship between advertising and sales. Want Want attaches great importance to TV advertisements, but seldom uses magazines, outdoor advertisements and other advertising means, and it seems that Want Want rarely uses other means besides advertising, such as public relations, promotion and market vividness. Apart from TV advertisements, we rarely see the news of Want Want in the newspaper, and we rarely see various promotional activities held by Want Want. Therefore, although Want Want spends a lot of money, it always gives people the feeling that it is invisible and its voice is very small. If all kinds of marketing methods are comprehensively used, they can not only set off each other, but also spend less money and have comprehensive effects. On the contrary, competitors Ding Xin and other local brands came from behind. Various promotional activities emerge in an endless stream, which greatly attracts consumers' attention. Facts have proved that targeted promotional activities, especially terminal promotions, have a great role in promoting product sales. After Wangwang pushed its products into the terminal, it not only ignored the placement of its product shelves, but also did not make any meaningful promotion. Want Want's product placement exists in name only. Want Want's marketing is definitely not very successful, and some can even be attributed to failure. For example, when the Spring Festival approached in 2004, Want Want launched an advertisement: "If there is no Want Want in the New Year, there will be no Want Want in the New Year". This slogan of forced selling and even cursing will only attract consumers' disgust. Fourth, what should we rely on to maintain brand vitality? Want Want's continuous success is inseparable from the continuous innovation of its product strategy. Since 1992, Want Want Group has attached great importance to the development of new products, and products such as Want Want Snow Cake and Wangzai Milk have been leading the food market trend in China. Today, Want Want's products have covered rice, candy, snack food, beverage, wine, rice, catering and other industries, and the product category exceeds 130. In this huge product system, candy, rice fruit and milk are the three leading pillars. Today, in Wangwang's product system, snow cakes still occupy a very important position, and Wangwang snow cakes and Wangwang Xianbei have also been prosperous. At the same time, Want Want has continuously developed the "teasing series" of Beibei Mama, Hou Shao Haitai and Want Want. Wangzai steamed buns, Wangwang biscuits, Wangzai QQ candy and other products full of individuality are constantly brought forth new ideas, fully maintaining the vitality of the brand. Since the listing of 1997, Want Want QQ Sugar has penetrated into every corner of the consumer market in China at an alarming rate, and it has been favored by consumers of different ages, creating a precedent for the soft candy market in China. Black and white have attracted thousands of consumers in Qian Qian with their strong chocolate flavor; Puffy circle's small and lovely shape has been injected into the hearts of milk and chocolate, making it a leader in the casual biscuit series popular in Japan and China. Wangzai Milk is a healthy milk specially designed for children by Wangwang Group, and it is the only product in the liquid milk industry that has obtained the national health food certification. Wangzai milk is different from ordinary fresh milk, and has its own unique aspects in production technology and raw material formula. Its 15 month shelf life is unique. Wangzai milk, like other products of Wangwang, tends to children. The added DHA (polyunsaturated fatty acids) contributes to the development of children's brains, and can improve people's memory if eaten regularly. Its formula is also specially designed for children's tastes, and now it has become one of the favorite products in children's lives. Want Want is also trying to enter the coffee market. After years of careful planning. Want Want developed Bond Coffee according to the tastes and preferences of Chinese people after in-depth and detailed investigation of the current domestic coffee consumption market. Introduce advanced complete sets of equipment from Germany. Coffee beans are ground and extracted, and mature filling technology is adopted to ensure the aroma of coffee to the greatest extent, which is similar to coffee in cafes. In addition, Want Want also developed Want Jelly, Want Want Rice and Wang Shen Wine. The continuous development of new products has made indelible contributions to maintaining the vitality of Wangwang brand.