In the early 1990s, the now familiar Velveeta soy milk was launched. From the first day that Velveeta soy milk was introduced to the market, consumers fell in love with this new product with its warm image, excellent quality and affordable price. Consumer demand soon led to the launch of Velveeta soybean milk from its hometown, which was first popular throughout the Huaihai Economic Zone, then Beijing, and then across the country, with sales gaining momentum.
However, like many developing companies at the time, Wei-Wei was also faced with the contradiction of rapid expansion and limited controllable resources, and many companies stopped moving forward just before this threshold. At that time, in the big cities on the counter, dominated by foreign brands of soybean milk, as the Chinese people's own brand of soybean milk, the representative of the road in the Weiwei?
Weaver said: the market economy depends on the brand, with a loud brand, in order to sail in the sea of the market economy. To play in the country "Weiwei" this card, not only to rely on Weiwei's own strength, but also to mobilize the strength of the whole society!
An integration of resources for the development of the organization Weevil began! Food, science and technology, production, finance, marketing, advertising ...... various types of talent began to systematically enter the Weevil's "joint fleet", just as the media described it: the gods of Mount Albert once again gathered together, gathered in this is known as the "market economy". "market economy".
Soon, Vivi had the basic conditions for great development. And for the market and brand operation funds, Vivi how to solve this top priority link?
Weaver said: "We all row the oars to drive a big boat! The song sings this way, people can do the same! State-owned, collective, including personal funds, as long as the development of Vivi help, we fully welcome; for funds outside the country, we are equally welcome. Concentrate all resources to build the brand of Vivi.
October 1992, the Wearnes Group was established. At the same time, the Sino-German joint venture Wei-Wei Kantel Food and Beverage Co. Wei-Wei big efforts to introduce foreign investment to build China's national brand work began. Germany Contair International Trading Co., Ltd. invested 2 million U.S. dollars, accounting for 25% of the shares, while VIVI Holdings 75%. 1993, VIVI and the simultaneous introduction of Hong Kong Guangdong, the United States, the new overseas Chinese, Canada, PPC funds, the formation of Xuzhou VIVI Food and Beverage Co. In more than two hundred million of the share capital, Hong Kong Guangdong Province accounted for 28%, the United States accounted for 20% of the new overseas Chinese, Canada PPC accounted for 12%, while the Wei-Wei holding 40%. 1998, Wei-Wei further introduction of China Resources Hong Kong Ng Fung Hong as a strategic partner, and in June 2000, listed in Shanghai, to raise more than 1 billion yuan of capital.
Wei-Wei has established 32 soy milk powder production base, 15 milk processing base, 28 trading companies, three raw material supply base, a provincial food research institute, a post-doctoral workstation. Vivi soy milk sales doubled year after year. With strong financial support, Wei-Wei has been advertising soybean milk to CCTV and all levels of satellite TV in the most prime time for 15 consecutive years since 1992. The song of "Wei-Wei Soymilk, Joyful and Happy" has been sung all over the country, inside and outside the Great Wall. In China, wherever you go, whether in the city or the countryside, whether it is the elderly or children, everyone will say this popular advertising slogan.