Wangzai, a conspicuous bag in the food industry

Recently, brands have begun to focus on "brand personality".

This is not a new concept. Marketing guru Philip Kotler once pointed out: "A successful personalized brand image is its best public relations, which can promote a closer relationship between the brand and consumers and gradually deepen consumers' feelings for the brand and its inherent culture."

Indeed, when a brand becomes a friend of consumers, the emotional value it provides is undoubtedly more sticky.

Especially at a time when media fragmentation and socialization are on the rise, brand personality is almost a must at the marketing level if you want to establish a longer-lasting and more reliable connection with consumers, compared to the mindless cycle of elevator advertising.

How to build a brand personality? It is not only about the recognition of the IP, but also the visibility of the brand. In the process of communicating with the new generation of consumers, new and old brands have many interesting things to explore. For example, "Wangzai", a childhood memory, has become a "conspicuous bag" in the snack world.

01 Analysis of the conspicuous bag character: authenticity is the key word

"Expanding bag" originally referred to a person or thing that likes to show off, flaunt, and is a bit embarrassing. Now it is used to describe a person or thing that has outstanding "social bull" attributes or talents and personality, and can bring happiness to others.

In addition to being funny, it also has another meaning, that is, being funny and standing out among a group of normal and serious peers. Especially in the context of young people's conversations today, the meaning of "conspicuous bag" has changed and has become a keyword that can provide dopamine value.

As a long-lasting brand IP, Wangzai is indeed worthy of the title of "eye-catching bag" in terms of attracting attention. Wangzai IP itself is a product of cute anthropomorphism. This simple look and cheerful smile write cuteness and humor on his face. On the road to Wangzai's "eye-catching bag" achievement, the infectious emotion of joy and fun is the well-deserved core. From the perspective of brand VI, the silly image brings a sense of naturalness, which makes Wangzai's innate infectious advantage. Not long ago, #Wangzai and Wangwang are two people# was on Weibo's hot search. Netizens concluded that the eyes of Wangwang and Wangzai are facing different directions, which also triggered a discussion beyond the circle. This also attracted the official Weibo Wangzai Club to personally "refute the rumor" and made a popular science video to explain it. It was also revealed that in order to make this video, "the mouse clicked sparks". How can you achieve emotional resonance like Wangzai and trigger hot search points at any time? The power from "reality" is beyond imagination. Compared with fake personalities and pseudo-concepts, brands that are down-to-earth and good at communication can give people real emotions. Just like making friends, brands that are not fake and treat each other sincerely are naturally more likely to become close friends of consumers. This is also true for Wangzai.

Creating a character is never just about talking to yourself; it requires appropriate interaction.

In terms of creating a conspicuous persona, Want Want is also famous for its ability to "take advantage of others". The official Weibo account "Wangzai Club" is the number one player in taking advantage of the popularity. Chasing hot spots, of course, is Wangzai's identity as a "conspicuous bag". Whether it is a popular lifestyle, such as taking advantage of the popularity of Citywalk, Wangzai took the opportunity to publish its own product introduction in a Chinese-English combination; or out-of-the-box film and television, such as Wangzai's cosplay of classic styles after Meng Yanchen became popular...Wangwang is always steady and accurate in taking advantage of hot spots, and is very "conspicuous". Thanks to its advanced "net sense", Want Want can always find the trend point, keep up with the popularity at the most appropriate angle, and grab traffic.

What is even more wonderful is that such a real personality has brought a two-way rush that is priceless to the brand. For example, taking advantage of Meng Yanchen's Weibo, without mentioning the role, the elements of Wangzai's dress are all the details of the role. Such ingenuity has triggered a phenomenal discussion and received 220,000 likes, achieving cross-circle communication. The traffic lever has immediately leveraged the positive value of the brand image of the conspicuous bag. Wangzai's authenticity even does not hesitate to push the "boss" to the front. Cai Wangjia, the second son of Want Want Group, operates an officially certified private account @Matt Wangjia on Weibo, and has also become a "top streamer" with millions of fans for his real sense of interaction with netizens. And the daily quarrels and jokes with the boss have also become the ironclad evidence of Wangzai's conspicuous bag personality. "Slacking off at work is idle anyway, so I might as well get scolded", "I was caught slacking off yesterday, and signed a bet agreement with the boss in tears, asking everyone to help Zaizai complete the KPI". Indeed, the rapid and accurate online sense has also become the secret weapon of the "conspicuous bag" attribute of a number of brands that have gone viral.

For example, the familiar Lao Xiang Ji has targeted the topicality of the "repeater". Combined with the brand characteristics, the fancy "clucking" on Weibo every day can still gain a lot of interaction. Another example is Mixue Ice City, which not only launched the theme animation "The Snow King Arrives", but also became a popular hot topic with Luckin Coffee. The brand personality also focuses on being real and sincere, with interesting and interesting content. The real power not only eliminates the sense of distance between the brand and consumers, but also greatly enhances the uniqueness of the brand. While activating the effectiveness of the IP, it also allows a more friendly brand image to take root in the hearts of consumers and form recognition. The brand personality of "conspicuous bags" has become a trend and is the key value code for brands to communicate with young people.

02More effective and long-term value of youthful IP

Wangzai, as the IP of Want Want Foods, has become a classic image in the growth of generations. In fact, the Wangzai brand was born in 1979. The 44-year-old brand has a long history, but it always keeps up with the trend. The conspicuous package character is also becoming more and more stable. The valuable thing is that it knows what young people are thinking, from small emoticons to large commercials, it can always poke the laughter and itching points of young people. The brand character is indeed indispensable. The Wangzai IP image injects more vitality into the Want Want brand and has become a natural driving force for the brand's rejuvenation.

This vitality lies in the imagination and expression of brand personality. Wangzai IP is not static, but can interact freely with consumers on various social media accounts.

This is the value point that Want Want Foods has been familiar with since it broke through the circle many years ago. It can also be said that Want Want has had the "conspicuous bag" gene since its inception.

Whether it's "Come on baby!" for Wangzai QQ candy, "Give me Opao, give me Opao, Opao fruit milk OOO!" for Opao fruit milk, or "Li Ziming from Class 6, Grade 3, your mother has brought two cans of Wangzai milk and is waiting for you!"...

The unique marketing strategy has made Want Want's "conspicuous bag" personality deeply rooted. In this way, in the media era when television was king, Want Want created many popular and magical advertisements, and its brand assets gradually accumulated, implanting a memory anchor in the minds of a generation.

Unexpectedly, Want Want brought back memories of this classic advertisement many years later. Li Ziming, a student in Class 6 of Grade 3, became Teacher Li Ziming and brought a sequel to the advertisement. Want Want was really thoughtful in making such a "historic" advertisement.

Of course, Want Want is also constantly challenging itself and consolidating content marketing with high-quality content. In 2020, the comic advertisement "The Family Who Can't Stand the Picking of Beans" series was launched. The plot setting is humorous and full of various magical reversals. This can also be seen as a positive attempt to break out of its marketing comfort zone. The conspicuous package character setting is not only reflected in the "lonely joy" that breaks through the brand's voice, but also penetrates into the "shared joy" of finding other "brand partners". At the increasingly popular brand co-branding level, Want Want has also found the key to the new era IP - co-branding.

Whether it is Want Want co-launching a co-branded air cushion with Chando, launching European-style drinks with Lelecha, selling clothing with Takasha, or making its own notebooks, mugs and other Want Want peripherals... Want Want has demonstrated the diversity of the old IP. Whether it is IP extension or product crossover, Want Want has always embraced change. The activity of the IP has also helped Want Want to gain a strong presence.

However, in terms of synergy, it does not show a strong ability to break out of the circle. How to grab more joint traffic with a conspicuous package personality? Perhaps Wangzai is still waiting for a better joint opportunity and window of opportunity.

03 Between danger and opportunity, more innovation is needed besides sentiment

It is easy to start a business but difficult to maintain it, and this is even more true for brand building.

Brands cannot exist without products, and any product has a life cycle. Flowers do not last forever, and the vitality of a brand also cannot be separated from the blessing of products. From the perspective of overall operations, the development pressure faced by Want Want Foods cannot be ignored.

According to the financial report, Want Want dairy products and beverages revenue in fiscal year 2022 was approximately 11.33 billion yuan, a year-on-year decrease of 13.5%, among which Want Want Milk revenue declined by double digits year-on-year.

Yes, even if it is a hot-selling single product, once the time period is long enough, it is inevitable that it will show signs of decline. Take the hot single product Wangzai Milk as an example. Its reconstituted milk nature can no longer keep up with the consumer concept of pursuing health and nutrition.

Especially nowadays, young people are becoming more and more picky about the ingredient list. Many people drink Wangzai milk not as a daily habit, but as a nostalgic mood, and drink it as a beverage.

Not only in terms of sales, but also in terms of product logic, Want Want needs to see a sense of crisis.

In addition to the brand’s “feelings”, Want Want now needs more new stories.

In fact, Want Want has also put a lot of thought into product innovation. For example, its major product, Want Want Milk, has been constantly developing new development ideas with the help of its strong IP attributes.

Want Want launched the "Want Want Milk Little Red Bottle", which uses a plastic bottle to provide a consumer experience of drinking at any time; it also launched the real "explosive" Want Want milk slices, bringing a new product form. In addition, Want Want gradually added Want Want chocolate milk and nut milk, and even launched 1-liter Want Want milk and extra-strong Want Want milk. The channels also extended from store shelves to convenience stores, vending machines and catering channels.

However, these innovations are undoubtedly the logic of "putting new wine in old bottles". The opportunity to change the world with a new trick is rare, can Wangzai become such an IP? After all, the baptism of time and fierce competition also require more efforts to maintain glory.

At least in terms of iteration and innovation, Want Want needs to bring more surprises. When will the next hit product be produced? How long can the "conspicuous bag" personality help Want Want to be "prosperous"?

For Wangzai, there may be something more important besides brand personality.