China News Service, January 13th (Zuo Yuqing, Zhongxin Finance and Economics) AD calcium milk was once the "happy milk" of many people in childhood, but few people would imagine that one day they would use AD calcium toothpaste for their children , wear children's clothing with AD calcium milk pattern.

  Recently, Wahaha, a giant in the beverage industry, has launched a series of cross-border products such as daily chemicals and children's clothing, many of which have introduced AD calcium milk elements to play the "feeling brand".

Wahaha sells children's clothing and daily chemical products, will consumers buy it?

  At the end of last year, Wahaha children’s clothing flagship stores were launched on Taobao and Douyin respectively, and new year series and spring new products were launched. The first batch of children’s clothing covers jackets, sweaters, sweaters, trousers and other categories, and the price ranges from 119 to 559 yuan. Wait.

  Zhongxin Finance noticed that Wahaha children's clothing currently available online, in addition to adding the Chinese New Year zodiac "rabbit" element, is also printed with the logos of "AD calcium milk" and "W1987", playing a "trend and nostalgic" image. Feeling card.

Wahaha children's clothing flagship store on an e-commerce platform.

Screenshot from an e-commerce platform.

  Promoted in Luo Yonghao’s Taobao live broadcast room, and delivered goods on Douyin’s live broadcast many times... Wahaha children’s clothing has made great efforts on multiple online platforms, so what is the transaction data in the past month?

The reporter's inquiry found that at present, the monthly sales volume of the products in its Tmall flagship store is only a few dozen pieces, and the transaction volume of some products is even 0, and the sales volume of Douyin hits is less than 100 pieces.

  Before children's clothing, Wahaha also launched daily chemical products, including children's toothpaste, adult toothpaste and laundry beads series.

But in terms of sales, it's not too bright.

Why did Wahaha's cross-border business not go smoothly when it was deployed

early  ?

  Whether it is daily chemical products or children's clothing, Wahaha is not the first time to "go out" across borders.

  Founded in 1987, Wahaha launched its first brand with the "Wahaha Children's Nutrition Liquid". After gaining a firm foothold in the beverage industry, Wahaha's founder, Zong Qinghou, couldn't wait to start describing his "Kids Kingdom".

  According to media reports, in 2002, Zong Qinghou marched towards diversification. With the goal of building "the first children's wear brand in the country", he ambitiously planned to enter the children's wear market.

At that time, Wahaha reached a cooperation with Hong Kong Dali Group and opened stores in the form of offline franchise.

  However, the result of this crossover was that Zong Qinghou "returned in a feather". According to public information, in 2017, "Hangzhou Wahaha Children's Wear Co., Ltd." was renamed "Hangzhou Hengli Beverage Co., Ltd."; in 2021, the company was completely cancelled.

  Wahaha's cross-border cosmetics also encountered a dilemma.

In 2018, Zong Fuli, the daughter of Zong Qinghou, served as the head of the brand public relations department of Wahaha Group and launched a series of marketing activities.

The two limited edition eyeshadow palettes of Nutrition Express became Wahaha's first step towards IP innovation.

In 2018, Zong Qinghou personally supported the limited edition eyeshadow palette of Nutrition Express.

Screenshot from Weibo.

  Although Zong Qinghou reposted the event Weibo to support the eye shadow, after a short marketing period, Wahaha's beauty line at that time also had a taste of it.

Faced with a "middle-age crisis", Wahaha wants to become "younger"

  Developed a milk powder brand, developed intelligent robots, and opened a shopping mall... Previous attempts to set foot in other industries were hardly successful. Why has Wahaha not given up on cross-border business?

  Like all established companies, Wahaha has encountered a "mid-life crisis" after its establishment more than 30 years ago.

In 2021, Zong Fuli will succeed Zong Qinghou at the helm and become the vice chairman and general manager of Wahaha Group Company. "Rejuvenation" has become the only way for Wahaha to seek new growth points.

Children's toothpaste launched by Wahaha.

Screenshot from an e-commerce platform.

  However, today's beverage industry is changing.

In terms of main business, Wahaha lost to Nongfu Spring and lost its No. 1 position in the bottled water market share; in addition, in the face of an endless stream of online celebrity brands and explosive new products, Wahaha has never been able to come up with products such as AD calcium milk and nutrition. A "super big item" like the express line.

  Compared with the previous cross-border marketing, Wahaha seems to pay more attention to IP creation in cross-border marketing, such as the frequently appearing "AD calcium milk" element.

However, whether "AD Calcium Milk" can become Wahaha's trump card IP, like capturing the favor of the post-90s generation, it still needs time to verify.

(Finish)