{"id":1555,"date":"2023-01-05T04:22:09","date_gmt":"2023-01-05T04:22:09","guid":{"rendered":"http:\/\/wanginnovation.com\/?post_type=portfolio&p=1555"},"modified":"2023-03-31T08:20:29","modified_gmt":"2023-03-31T08:20:29","slug":"%e7%8e%8b%e8%80%81%e5%90%89%e5%87%89%e8%8c%b6","status":"publish","type":"portfolio","link":"https:\/\/wanginnovation.com\/en\/portfolio\/%e7%8e%8b%e8%80%81%e5%90%89%e5%87%89%e8%8c%b6\/","title":{"rendered":"Wanglaoji Herbal Tea"},"content":{"rendered":"
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Four<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Focus<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Wanglaoji Herbal Tea<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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becoming the No.1 can of Chinese beverage by focusing \non 4 areas<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00a0 \u00a0 \u201cStrategy is not predicting the future. Instead, it's about making decisions today to be \nready for an uncertain tomorrow.\u201d<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u2e3aPeter Drucker<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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<\/div>After seizing the trend, choosing the right timing and designing growth plan, company \nneeds to focus \u2013 focusing on current situation, focusing core business, focusing on \nmain markets and focusing on strategic areas without wasting strategic resources on \nnon-strategic opportunities. Instead, company should put its Van Fleet Load on \nstrategic opportunities with full power and ultimate attack to achieve breakthrough.<\/p>

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<\/div>How did Coca-Cola become the most successful beverage brand in the world? The \nanswer is focus.<\/p>

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<\/div>Coca-Cola was born in 1886; Sprite was launched in 1961. During as long as 75 years, \nCoca-Cola company focused on the one and only brand \u2013 Coca-Cola.<\/p>

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<\/div>Coca-Cola was born out of the functional need of medicine. In 1886, basing on the \npopular Vin Mariani (a French-Corsican coca wine), American pharmacist John \nPemberton created an antitussives and analgesic syrup by removing the alcohol. \nPemberton packaged the syrup into small jugs and sold them in nearby pharmacies. \nThis was the prototype of the modern Coca-Cola drink. Coca-Cola was born during the \nperiod of temperance movement. Coca-Cola became the best substitution of alcoholic \ndrinks as it was a nonalcoholic version of Vin Mariani. Coca-Cola was marketed as \u201cthe \ntemperance drink\u201d, appealing to many people and helped to drive its sales. In 1888, \nAsa Candler acquired a stake in Pemberton's company as he saw potentiality of Coca-Cola, owning the rights of production and sales. Candler began to sell the syrup to \nmany other pharmacies and promote Coca-Cola with the slogan of \u201cDelicious and \nRefreshing, Drink Coca-Cola\u201d, which lasts up till now.<\/p>

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<\/div>In 1899, Coca-Cola company started to franchise bottled Coca-Cola drink, which was \nan instant success. In 1915, the Coca-Cola Bottler invited the all glass manufacturers \nacross the United States to design \u201cnew bottle, a distinctive package\u201d\u2013 \u201ca bottle so \ndistinct that it could be recognized by touch in the dark of lying broken on the ground\u201d.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.1 A Bottle so Distinct that it could be Recognized by Touch in the Dark or \nLying Broken on the Ground.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/div>The Root Glass Company submitted the design of Contour Bottle. On 16th November \n1915, the Contour Bottle patent was granted. The date was later incorporated into the \nlettering on the final design of the bottle. In order to adapt to the bottling production \nfacilities, the design was slightly modified into a slimmer design and put into mass-production in 1916.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.2 The Manuscript of Contour Bottle<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Illustration 4.3 The Patent of Coca-Cola Contour Bottle Designed in 1915<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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<\/div>For the following 40 years, the Contour Bottle was the only package for Coca-Cola \nCompany, who only introduced extra-large packaging until 1955. In 1950, Coca-Cola \nContour Bottle was the only commercial product appearing on the cover of Times Magazine. In 1960, the Coca-Cola Contour Bottle became a registered trademark \ngranted by United States Patent and Trademark Office. Even up till now, the Contour \nBottle is still the most widely recognized packaging in the world. The contour design is \napplied to new aluminum bottle as well as 2L family format. Since its birth in 1915, \nCoca-Cola focuses on the Contour Bottle for over one century.<\/p>

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<\/div>As a legendary figure, Santa Claus has been depicted differently in height, weight and \nclothing styles worldwide for hundreds of years without a universal image. In 1931, \nCoca-Cola Company created a plump, beer-bellied and dressed in a typical Coca-Cola \nred colored coat Santa Claus in its advertisements. For the following decades, Coca-Cola constantly kept promoting this Santa Claus image, successfully convincing \npeople worldwide to take it as the real image of Santa Claus. Nowadays, when children \naround the world think of Santa Claus, the image that comes to their mind is not the \noriginal legendary one, but the one deliberately crafted and disseminated by Coca-Cola.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Illustration 4.4 The Coca-Cola Santa Claus Image has been Recognized Globally<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/div>During World War II, the US military issued a nationwide call for resources and \nsupplies. Coca-Cola became an essential military provision to American soldiers \nfighting across the world. In 1943, General Eisenhower sent an urgent cablegram to the \nlogistics department himself requesting that \u201cWe need Coke badly. Ship 3 million \nbottled Coca-Cola (filled).\u201d Because of World War II, Coca-Cola successfully entered \nthe European, African and Asian markets. After the war, the United States emerged as \na global leader. As a symbol of freedom and part of the popular culture in the United \nStates, Coca-Cola became the best-selling drink around the world.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.5 On the Battlefield of World War II, Coca-Cola became an Essential \nMilitary Provision for the Armed Forces.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Illustration 4.6 The Artwork Coca-Cola by Andy Warhol<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/div>Throughout the history of Coca-Cola Company, we can notice that its focuses on key \nstrategic areas \u2013 product packaging, brand image and corporate culture \u2013 is the \nfundamental reason how Coca-Cola has become the global best-selling beverage \nbrand.<\/p>

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<\/div>Since 2003, we have been accompanying the Wanglaoji brand for 20 years, deeply \ninvolved in several major milestones of its history. During this time, there have been \nchanges in the ownership of the Wanglaoji brand, from Jiaduobao to Guangzhou \nPharmaceutical Group, nevertheless the brand itself always has been focusing on four \nkey areas.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. Always focusing on the Red Can<\/strong><\/h3>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>Just like the Contour Bottle of Coca-Cola, the red can is the visual hammer of \nWanglaoji. During the herbal tea competition battle, Jiaduobao once switched to the \ngold can, while Wanglaoji always focuses on the red can by promoting it as the best-selling item. The red can of Wanglaoji is in the center of any communications materials. \nWith 20 years of consistent communication, the red can has become a valuable part of \nbrand equity of Wanglaoji.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Illustration 4.7 Wanglaoji Red Can format has been Used for 20 Years since Launch<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. Always focusing on the positioning of \u201cTo Prevent Inner Heat, Drink \nWanglaoji\u201d<\/strong><\/h3>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>Herbal tea is a specialty beverage in Guangdong province in China. In the minds of \nGuangdong consumers, herbal tea is a medicinal drink with functions such as clearing \nheat and toxins, removing dampness and relieving the syndrome of cold. In \nGuangdong, herbal tea is normally sold in tea stores while brewing. As a local brand in \nGuangdong, its can format was initially sold with the communication theme of \n\"Wanglaoji \u2013 the righteousness of the heaven and the earth\". In 2003, Wanglaoji had a \nnew positioning \u2013 strategically transforming from a local medicinal drink to a national \n\"preventing inner heat beverage\" with the new slogan \"To prevent inner heat, drink \nWanglaoji\". From 2003 till now, Wanglaoji always focuses on the communication of \u201cTo \nprevent inner heat, drink Wanglaoji\u201d.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.8 \u201cTo Prevent Inner Heat, Drink Wang Lao Ji\u201d<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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3. Always focusing on being the ambassador of Chinese Herbal Tea<\/strong><\/h3>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>The strength of a brand depends on the potentiality of the category it belongs to. The \nstrength of the Wanglaoji brand depends on the potentiality of the herbal tea category. \nFrom the very first beginning, Wanglaoji has been committed to promoting the brand \nitself as well as the herbal tea category. As the leading brand in the herbal tea category, \nWanglaoji lead the project of enrolling Guangdong Herbal Tea into China\u2019s National \nIntangible Cultural Heritage list by working together with many other local herbal tea \nbrands. On May 20th, 2006, herbal tea was approved by the State Council being listed \nas the first batch of National Intangible Cultural Heritage. Among the 21 herbal tea \ncompanies that were selected, there were regional brands from Guangdong such as \nWanglaoji, Denglao, Baiyunshan, Xiasangju and Huangzhenglong etc.<\/p>

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<\/div>Wanglaoji is the biggest contributor to the herbal tea being selected into China\u2019s \nNational Intangible Cultural Heritage list. Meanwhile, Wanglaoji, the leading brand in \nthe herbal tea category, is also the biggest beneficiary with the herbal tea category \nbecoming more widely known.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.9 In 2006, Approved by the State Council, Wanglaoji was Listed as the \nFirst Batch of National Intangible Cultural Heritage<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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4. Always focusing on building a global brand<\/strong><\/h3>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>After establishing brand awareness in the domestic market, Wanglaoji realized that \nglobalization is another rewarding opportunity for all Chinese brands as well as for \nitself. The advantages of building a global brand are \u2013 having positive effects on \ndomestic market, fortifying the domestic leadership position, and making Chinese \nconsumers be proud of Wanglaoji.In order to better promote the herbal tea culture and the \"Ji culture\" globally, Wanglaoji \nhas built 12 herbal tea museums around the world, including China, the United States, \nJapan etc. According to its plan, Wanglaoji will build 56 herbal tea museums in total \naround the world to open the dialogues between the world and the traditional Chinese \nmedicine culture and \"Ji culture\", and eventually to make global consumers appreciate \nthe beauty of the Chinese herbal tea. After several years of efforts, Wanglaoji has \nbecome one of the most popular Chinese beverage brands in the European and \nAmerican markets. To further tap into the mainstream European and American markets, \nthe Wang & Partners Innovation team collaborated with Wanglaoji team to re-brand into \nWalovi due to the difficulty in pronouncing Wanglaoji in English.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Illustration 4.10 In 2018, the First Oversea Herbal Tea Museum of Wanglaoji Opening in \nManhattan, New York<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/div>In 1987, the famous director Stanley Kwan directed a film called Rouge, in which there \nis a scene that the protagonist Fleur played by Anita Mui comes to the newspaper \noffice of Yuen (played by Alex Man) to search for her lost lover Chan (played by Leslie \nCheung). Yuen hands Fleur a can of Coca-Cola and says \"Coca-Cola, the oversea \nversion of Wanglaoji.\" By always focusing on the red can format, focusing on the \npositioning \"To prevent inner heat, drink Wanglaoji\", focusing on being the ambassador \nof Chinese herbal tea and focusing on building a global brand, we believe that \nWanglaoji will become a name card for Chinese beverages and create \"China's Coca-Cola, the world's Wanglaoji\" at a global scale, just like the line from the movie.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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INNOVATION CASES<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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