Wang Lao Ji put forward the goal of "global beverage number 1", and 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 and lay out plant functional drinks in depth, and Wang Laoji put forward the goal of "Global BeverageNo. 1".

Wang Lao Ji put forward the goal of "global beverage number 1". On February 28th, Wang Laoji Health held the 10th Anniversary Innovation and Development Conference. At the conference, Xu Wenliu, Chairman of Wang Laoji Great Health, announced that the strategic goal of Wang Laoji Great Health in the new decade is to "strive for global beverage number 1".

Although the company's operating history is not long, it operates the "Wang Lao Ji" brand with a history of 194, 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"). On 20 12, GPHL recovered the right to produce and operate Wang Laoji's red cans and bottles. Since then, the operation of the Wang Laoji brand has been handed over to Wang Laoji Health.

Kai Xinbao shows that Wang Laoji Health is a wholly-owned subsidiary of Baiyun Mountain (6000332). The controlling shareholder of Baiyun Mountain is Guangzhou Pharmaceutical Group. With the popularity of Wang Laoji brand, Wang Laoji health has developed rapidly in the past ten years. When Wang Lao Ji Da Health was founded on 20 12, it was still a company with no production capacity and no sales channels. Now, Wang Lao Ji Da Health has12,000 employees and more than 100 sales outlets nationwide. The products are sold to more than 50 countries and regions around the world, and 64 production bases of Wang Lao Ji herbal tea and 65438+ have been built.

According to Li Chuyuan, Party Secretary and Chairman of GPHL, Wang Laoji Health has made a cumulative profit of 8.4 billion yuan in the past 65,438+00 years. Xu Wenliu introduced that Wang Laoji Health occupies 70% of the market share of herbal tea industry, with annual sales exceeding 20 billion yuan.

Wang Laoji's brand is the "trump card" in the hands of Wang Laoji's great health. However, in the development of the past decade, Wang Laoji Health has been constantly trying to develop new products, and has accumulated more than 80 products in three categories: herbal tea, vegetable protein drinks and fruit juice drinks. At present, in addition to Wang Laoji, Wang Laoji's flagship products include "prickly JiNing" and "Li Xiaoji" series products.

"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 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 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 the past ten years, the operation of Wang Laoji brand has been remarkable, whether in improving brand awareness or promoting brand rejuvenation. Wang Lao Ji named a number of TV programs for young people and invited the new generation of actors to be spokespersons. Wang Laoji Health also plans to establish 56 herbal tea museums around the world. After the completion, the Wang Laoji Herbal Tea Museum received more than100000 visitors worldwide.

Wang Laoji also took the initiative to "get an electric shock" new things. At the Innovation and Development Conference on February 28th, the launching ceremony of Wang Lao Ji's Meta-Universe "Ji Space" was also held. Rao Shengyuan, a member of the Expert Committee of Guangdong Time-honored Brand and a famous Guangfu cultural scholar, once told the reporter of Economic Observer that Wang Laoji is one of the most dynamic and competitive representatives of Guangzhou Time-honored Brand.

However, in recent years, China's new tea has developed rapidly, and the competitive environment faced by 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, but its growth has been slow. 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 diversification trend is obvious, the product life cycle is shortened, the investment in new product cultivation is high, and the effect is slow. Consumers' preference for high-sugar and high-calorie beverages is low, and the industry pays more attention to packaging value, health and other elements. To this end, Wang Laoji Health also launched Wang Laoji herbal tea with 0 sugar, 0 fat and 0 calories.

On the occasion of 10' s birthday, Wang Laoji Health proposed to become the "Global DrinkNo. 1". Whether this goal can be achieved as scheduled remains to be tested by time.

Wang Laoji put forward the goal of "Global Beverage No.65438 +0". Wang Lao Ji, who has occupied 70% 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 10th anniversary of the establishment of Wang Lao Ji Da 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 the growth is weak. 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, the risk is high and the effect is slow.

10 years ago, Wang Lao Ji's parent company, Guangzhou Pharmaceutical Group, recovered the production and management rights of Wang Lao Ji's red cans and red bottles from Jiaduobao, and established Wang Lao Ji Da Health Company accordingly. In the past ten years, in order to compete for the trademark of Wang Laoji in red cans and the herbal tea market, two herbal tea companies, Wang Laoji and Jiaduobao, once fought hard, and then Wang Laoji won the first market share in the herbal tea industry.

At present, the performance of Wang Laoji Health Company is relatively stable. As a subsidiary of Guangzhou Pharmaceutical Group, Baiyun Mountain currently holds a wholly-owned share of Wang Laoji Health Company. Baiyunshan 202 1 semi-annual report shows that in the first half of 202 1, Wang Lao Ji Da Health Company achieved operating income of 6.006 billion yuan and net profit of1.69 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 20 18, 20 19, 2020 and 2002/kloc-0, the operating income of Baiyun Mountain Dajian plate was 5.275 billion yuan, 5.854 billion yuan, 4.504 billion yuan and 6.604 billion yuan respectively. Among them, the reason for the decrease in income in the first half of 2020 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 properties, 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 introduced prickly JiNing, Li Xiaoji and other juice drinks. Whether these new products can help the company break through remains to be seen.

Wang Lao Ji put forward the goal of "global beverage number 1". 1 On February 28th, Wang Lao Ji Da Health Company held the 10th anniversary innovation and development conference in Guangzhou, released the new ten-year strategy, and proposed to build "fashionable Wang Lao Ji, digital Wang Lao Ji, innovative Wang Lao Ji, responsible Wang Lao Ji" and strive for "the first global beverage1". Strive to achieve the fiscal and tax multiplication plan by the next 10 year.

Wang Lao Ji, founded in 1828, history 194. GPHL established Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. on 20/2/KLOC. In the same year, the production and management rights of Wang Laoji red cans and red bottles were recovered.

In the past ten years, Wang Laoji 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 drinks have gradually become the mainstream demand of consumption. Under the new development pattern of domestic macro-cycle as the main body and domestic and foreign dual-cycle promoting each other, natural, green and healthy plant drinks will have broad prospects in domestic and foreign markets in the future.

"In the next ten years, Wang Laoji Great Health Company will realize the transformation from' Wang Laoji' single product to a great health industrial cluster, and strive for' Global BeverageNo. 1'." Li Chuyuan, Party Secretary and Chairman of GPHL, said that Wang Laoji Health will strive to become a China beverage brand with international influence, strive to achieve "Wang Laoji where there are drinks" in China market, and "Wang Laoji where there are China people" in the international market, and fully 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 Laoji Great Health Company, released the "New Decade Strategy". In the future, Wang Laoji Great Health will take "making the world more auspicious" as its mission and "building the global beverage number 1" as its goal, and adhere to the "four in one" strategic measures of fashion Wang Laoji, digital Wang Laoji, innovative Wang Laoji and responsible Wang Laoji to promote higher quality development.

In the past ten years, Wang Laoji has actively participated in rural revitalization, fully demonstrating the responsibility of national brands.

At the end of 20 18, GPHL undertook the task of helping Rosa roxburghii industry in Guizhou. 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, and more than 210.7 million farmers have benefited from Rosa roxburghii, with an average household income of more than 7,000 yuan.

Since last year, GPHL has undertaken the task of revitalizing the litchi industry in Guangdong. At the beginning of this year, 18 "Lixiaoji" series of drinks and foods was launched, which promoted the development of deep processing industry of litchi in Guangdong and set a new benchmark for rural revitalization.

At the meeting, Wang Lao Ji signed a cooperation platform with JD.COM, Alibaba, WeChat, Aauto Quicker, Xiaohongshu and Huge Engine. He will enter the "Litchi Story" brand on these platforms, carry out in-depth cooperation around channels and marketing, and comprehensively promote the revitalization of the litchi industry in Guangdong.

At the meeting, the launching ceremony of Wang Lao Ji Yuan Universe "Ji Space" was also held. Wang Laoji said that he will enhance the experience of consumption scenes with the application of meta-cosmic related technologies, and make the company a benchmark for digital enterprises in FMCG industry.