Brand No. 1: Wangshanzha made 700 million yuan by doing these 3 things right

The Hope Water brand is based on the principle of "not being greedy, not regressing, and not being proud". It has created the star product "Wang Shanzha" with ingenuity, focusing on the catering market and accurately understanding consumers' healthy needs for relieving greasiness and aiding digestion. Made with real fruit and with a zero-additive commitment, "Wang Shanzha" stands out in the beverage industry and achieves excellent market results. The brand's growth path reveals the leapfrog expansion from catering to omni-channels, leading a new trend of healthy beverages.

For a long time, carbonated drinks dominated the mainstream beverage market in the catering channel. Ten years ago, Wanglaoji stood out from the crowd to meet the needs of catering scenarios, and achieved annual sales of over 20 billion. It can relieve grease, relieve spiciness, stimulate appetite, reduce internal heat, and aid digestion. Behind each demand, there is a huge market.

In 2020, the shipment volume of Good Hope Water exceeded 100 million yuan. In the next five years, the market imagination of Good Hope Water will be magnified 100 times. I want to bring a bottle of "Good Hope Water" to the world.

First-time entrepreneurs often find a product that they think is good, and then "find" the market and "create" the scene. As for second-time entrepreneurs, their approach is exactly the opposite process: insight into needs, restoration of scenes, market segmentation, refinement of differentiation, and product production.

In 2015, Sun Mengge started her business as a partner, entered the catering industry, and successfully founded the catering chain brand "Da Si Lu Chuan". In the process of running "Da Si Lu Chuan", Sun Mengge found that her friends often had the problem of bloating due to eating too much during the relaxed and enjoyable skewers.

Pain points of C-end consumers:

In the context of heavy greasy and spicy food, there is no beverage product specifically designed to solve the pain point of "belly bloating". It seems that other carbonated beverages will only make you feel bloated the more you drink them. In addition, for the "spicy" scene, people who are afraid of getting angry drink Wanglaoji. Can we make a beverage product specifically for bloating, which is healthier, has no additives, and relieves greasiness?

B-side catering pain points:

Catering, catering, "drinks" have always been the "supporting role" of "dining". Catering companies seem to rarely spend too much time on the selection of drinks. In order to save trouble, most restaurants will directly use ready-made drinks such as carbonated drinks, herbal teas, and juices. However, relevant data shows that 15%-20% of beverage sales can contribute 50% of the profits of the entire restaurant. If you don't pay attention to drinks, you may lose 5%-20% of performance growth or 10% of net profit.

Dining chair companies’ demands for “drinking”: healthy product concept, product functions of removing internal heat, removing oil, relieving greasiness, and aiding digestion.

How to solve the problem of bloating and indigestion? Consumers have two categories of knowledge: probiotics and hawthorn. Probiotics are more like medicine, while hawthorn is more like food. my country has had the concept of food supplement since ancient times. The Compendium of Materia Medica records that hawthorn can digest food and eliminate meat accumulation. In fact, people often use the "traditional method" of boiling hawthorn water to aid digestion.

• Discovering consumers’ existing knowledge of product categories is the foundation for product development and the golden key to opening the door to demand.
• The demand for reducing internal heat, relieving oil, relieving greasiness and aiding digestion has always existed. There is no need to create demand, but to discover and explore it.

The inspiration for Hope Water came from a barbecue party. At that time, everyone was enjoying barbecue, but there was no drink that could remove fat, relieve spiciness and aid digestion, and was relatively healthy and additive-free, with real fruit flavor - said Sun Mengge. She named this product "Hope Water". Unlike many drinks blended with concentrated juice, Hope Water is a sparkling juice made from real fruit, with 0 added pigments, 0 added edible flavors, 0 added preservatives, and helps digestion.

• Category: Sparkling juice drinks.
• Differentiation: New herbal brewing.
• Product Strength: No preservatives, flavors, or pigments are added. The product is brewed and filtered in stages. Different flavors are matched with different products. Herbal ingredients with different functions, such as wolfberry, pear, and tangerine peel, are added to increase the health and wellness properties and highlight the herbal brewing process.
• Scene parasitism: barbecue, hot pot and other "heavy oil, heavy spicy" dining scenes.
• Product line extension: Wang Taohua for afternoon tea scenes, Wang Xingfu for wedding banquet scenes, and aluminum cans to meet the needs of take-out.
• Production method: In the initial stage, we adopted OEM and co-production with major beverage manufacturers.

At the end of 2018, the company launched its first product, “Wang Shanzha”. Different from the “Internet celebrity beverages” that are mainly sold online, Wang Shanzha is a “beverage that comes from catering”, which can relieve greasy scenes and focus on catering channels. After the launch of Wang Shanzha, it was first sold in its own catering stores, with good sales and a good reputation.

Soon, colleagues in the catering industry heard the news, and hawthorn started to become popular in restaurants in East China. Hawthorn sparkling juice drinks gradually became a standard in restaurants, especially in heavy-flavor restaurants such as skewers and hot pot restaurants.

• Taking advantage of the channel, the first catering entrepreneurial experience gave Haowangshui a different market strategy. In fact, every enterprise has its own unique factor endowment advantages, which come from the different experiences of entrepreneurs and their founding teams. Excellent generals are good at discovering their own advantages. You fight yours, I fight mine, and we fight on our own home turf.

As for why Wangshanzha was chosen, the person in charge of a restaurant company said that there are mainly four reasons:

• It can stimulate appetite, relieve spiciness, and promote digestion, meeting the needs of drinks in dining scenarios.
• Additive-free, herbal juice drinks are in line with the trend of healthy consumption.
• It has memorable points, caters to the needs of young users to share pictures, and is easy to spread.
• The channel has high profits and meets the pain points of catering companies' demand for "drinks".

With its unique brand concept, the product power of new herbal decoctions, and the guarantee of profit margins for the catering industry, Wang Shanzha quickly established the brand awareness of Haowangshui offline, and entered many well-known catering chain brands such as Dalongyi, Xiaolongkan, and Xijiade. In less than two years, Wang Shanzha's annual sales have exceeded 10 million.

1. Online, Hope Water has entered Tmall, JD.com, Dingdong Maicai, Miss Fresh, Rishiji and other platforms;
2. In terms of offline hotels, it has entered the restaurants and guest rooms of luxury hotel chains such as Amanfayun, Hilton, Conrad, and Marriott;
3. In terms of offline hotpot chains, the top eight hotpot brands have all entered the market, and Haidilao is a customized model;
4. In terms of offline supermarkets and convenience stores, it has entered OLE, Yonghui Supermarket, Hema, FamilyMart, etc.
5. Other innovative offline channels, such as barbecue (Myeongdong Princess House, Jiutian House), noodle shops (Marugame Seimian, Chen Balian), cake shops (Good Morning Paris, Yuanmai Sanqiu Qianji), etc.

After successfully focusing on the catering market, Good Hope Water has started the superposition effect of channels, with wider channels, deeper distribution, and more products. In 2020, Good Hope Water began its online offensive, with content on Xiaohongshu and super KOLs such as Li Jiaqi and Luo Yonghao promoting Good Hope Water many times. In the beverage category on Douyin, Good Hope Water is the largest new brand besides Yuanqi Forest.

Summary of Good Hope Water:

• In the first stage, we will understand the needs, restore the scenes, rely on the star product "Wang Shanzha", deeply cultivate the catering channels, and gain trust.
• In the second phase, based on user and scenario segmentation, we launched flavored products "Wang Taohua" and "Wang Xingfu" to improve the product matrix, expand the product line, and make product preparations for channel expansion.
• The third stage is channel development, leveraging the channel superposition effect and deepening offline scenarios.

Postscript: Relieving oil, relieving spiciness, stimulating appetite, reducing internal heat, and aiding digestion, there is a huge market behind each demand

The demand for "drinks" from B-end catering is far from being met: the retail scale of China's beverage market is about 570 billion yuan, of which the retail scale of catering channels is about 110 billion yuan. However, the expression, products and pricing of beverage brands in the catering channel are still at the level of five or ten years ago. There are obvious market opportunities for large single beverage products in the catering channel.

In fact, in order to meet the demand for beverages under the new consumption trend and increase store profits, nearly 100 chain restaurant companies such as Wangxiangyuan, Huajia Yiyuan, Tan Duck Blood Hotpot, Hongchun, Yuanmai Mountain, Qianji, etc. have been "deeply cooperating" on new beverages. The demand of catering companies for new beverages is far from being met, and this huge market will definitely not have only one Wangshui.