Wahaha: Striving To Build National Brand

In the past 10 years, Danone has jointly established 5 enterprises with Wahaha, while the Danone company is not familiar with more Chinese people.

Born in 1919 in Barcelona, Spain, Danone has become the world's 500 largest French food and beverage company with annual sales of 13 billion euros.

Joint venture: stick to two "must"

Many joint ventures are being launched in China.

Wahaha is obviously different.

As one of the largest food companies in the world, Danone's three largest categories of products, fresh milk and bottled water, rank the first in the world in fresh milk products, beverages and biscuits. The sales of biscuits products rank the second in the world.

According to JacquesVincent, vice president of Danone Group, Danone attaches great importance to the development of the Asia Pacific market, especially China.

Under the eye, Danone is launching another new product, "nutrition express", to Wahaha Group in Hangzhou.

Ten years ago, at the very beginning of cooperation with Danone, Zong Qinghou, chairman of Wahaha Group, insisted on two "must": we must fight our brand and we must manage it all by ourselves.

And every time the Group Chairman Zong Qinghou goes to the high-level board meeting of Danone high in Paris, France, a five-star red flag will be raised in front of the corporate headquarters.

At present, the Wahaha Group, which sells nearly 12 billion yuan a year, has more than 70 wholly owned and holding subsidiaries in 27 provinces and cities nationwide, forming a "sales real estate" pattern.

At the same time, a unique joint marketing strategy to ensure the interests of distributors is adopted in marketing.

The two formed a fast access to the market logistics system and efficient operation of the sales network.

Many people attributed the success of Wahaha to this.

Zong Qinghou believes that "popularity and high quality" is the reason why Wahaha brand takes root in the hearts of Chinese people.

Zong Qinghou said that the so-called popularization is to make Wahaha products everywhere.

In order to achieve "high quality", Wahaha Group requires quality management to "pursue zero defects".

Since 1996, Wahaha has fully implemented the ISO9001 international quality system standard and passed the certification smoothly.

In order to improve the level of food safety management and strengthen the safety and hygiene quality control in production and processing, the HACCP system was first established and run in all production branches, and all of them passed the HACCP certification smoothly.

Over the years

Very Cola: carrying the banner of national industry

When he talks about coke, Zong is always very proud.

In the business world, no one does not know Coca-Cola and Pepsi Cola.

When Pepsi Cola challenged Coca-Cola, Pepsi put its hopes on the "new generation of choice", and no one thought there would be a third coke when the two were jointly controlling the world's carbonated beverage market.

In 1998, when Wahaha launched a very Cola in a very Chinese way, Coca-Cola spokesman said arrogantly: "every day we encounter challenges from competitors all over the world.

In April 28, 2004, five or six years later, when the first batch of Coca Cola landed in the US market, Coca-Cola was really hit by the waist.

The shock of a bottle of cola to Chinese consumers is far less intense and deeper than that of American consumers, because Coke is a symbol of American culture.

This incident has aroused great concern among American scholars. Harvard University has decided to write the case of Wahaha into the MBA lesson plan of Harvard Business School.

One entrepreneur reminiscent of the profound changes in the Chinese beverage industry since the official entry of Coca-Cola to China in the 80s of last century.

At first it was "flooded seven army", that is to say, the eight major beverage factories in China hit seven, and the local beverage enterprises in China collapsed. Then, Chinese local enterprises changed their status and began to work for multinational companies such as Coca-Cola. Today, with the development of local beverage enterprises and the trial of multinational companies, Wahaha has played an important role in it.

According to statistics, at present, the sales of coke are ranked third in the domestic market, and its share is 30% of Coca-Cola and 60% of Pepsi Cola.

"In the international competition, foreign enterprises may be wolves or paper tigers. The key is to see whether local enterprises can take advantages and avoid disadvantages, maximize their strengths and curb their strengths."