Rooted in tradition, excellent traditional culture is the source of corporate culture.
Herbal tea originated from traditional Chinese medicine, and its concept of health preservation coincides with the "auspicious" thought in China traditional culture. "Auspicious culture" bears the eternal expectation of the Chinese nation for a safe, healthy, happy and beautiful life. It runs through festivals, folk customs, marriage and childbearing, opening etiquette, figures and patterns, and so on. For a long time, Wang Lao Ji has refined and sublimated the traditional cultural symbol-"auspicious culture" in different ways. For this reason, although the product form of Wang Laoji has evolved with the development of the times, Wang Laoji still maintains a strong brand vitality.
Bloom in modern auspicious culture and enter the younger generation.
In view of the growing interest of young people in traditional culture in recent years, Wang Laoji has continuously enriched the product line to meet the more personalized consumption needs of young people. At the same time, he started a dialogue with young consumers by means of popular communication, and integrated "auspicious culture" into all aspects of people's daily life.
Nowadays, under the guidance of the brand development strategy of "fashion, technology and culture", Wang Laoji has successfully integrated "auspicious culture" into his own brand promotion, product sales and publicity through in-depth excavation and dissemination of herbal tea culture and "auspicious culture", taking herbal tea products and herbal tea museums as carriers and combining the characteristics of Spring Festival and local folk consumption. With herbal tea as the carrier, strengthen the integration of "auspicious culture" and modern festival culture. Whether in the international market or the domestic market, "auspicious culture" has become the most distinctive brand symbol of Wang Laoji.
In terms of products, from "Spring Festival auspicious jar" and "100 million auspicious jar" to "personal tailor jar", Wang Laoji constantly endowed "auspicious culture" with fun and fashionable elements, thus gaining the recognition and love of young people. At the same time, in addition to red cans and red bottles, Wang Laoji is constantly developing new flavors, such as sugar-free and low-sugar products, and constantly enriching the consumption scene of herbal tea through the diversification of categories and single products.
In terms of communication methods, at the end of last year, Wang Laoji and Tik Tok launched the "Wang Laoji Shake Audio-visual Creation Competition", with the theme of "auspicious culture" and invited the whole people to interact. In just a few days, 5.83 billion videos were played, which made more young people appreciate and understand the "auspicious culture".
During the Spring Festival of 20 19, Wang Laoji gave a new interpretation of "auspicious culture" while continuing the happy and beautiful meaning of "auspicious culture", that is, emphasizing that everyone can get happiness through their own efforts, and conveyed the new connotation that "good luck is the beginning of all good things" through brand spokespersons Zhou Dongyu and Liu Haoran. Create a new impression of "auspicious culture" with "beautiful, healthy and auspicious life" as the core in consumers' minds. Carrying people's good wishes for "good luck", Wang Laoji became the top product in China beverage market during the Spring Festival of 20 19. The depth of "auspicious culture" and consumers can be seen.
20 18 after investigating the development of Rosa roxburghii industry in Guizhou, Wang Laoji decided to innovate the mode of "blood transfusion and hematopoiesis", strengthen the cultivation of "hematopoiesis" function in poverty-stricken areas, and practice the value connotation of "auspicious culture" in action. Wang Lao Ji sowed "auspicious" seeds in poverty-stricken areas, inspiring the poor to work hard for a better life.
Polish the brand, tell the story of China and spread the culture of China.
Chinese time-honored enterprises have profound cultural connotations, and their own growth is the spread of their culture. As an old brand supported by Chinese excellent traditional culture, Wang Laoji has a unique understanding of the deep relationship between traditional culture and brand.
Xu Wenliu, Chairman of Wang Laoji, believes that China brands should strive to create a "country of origin effect", that is, consumers' impressions and associations with the country of origin of products. Wang Lao Ji is working hard to create a "country of origin effect" with other brands. At the beginning, Wang Laoji was positioned functionally, "afraid of getting angry and drinking Wang Laoji". With the growth of the brand, Wang Laoji realized that culture is the essence of the brand. With the deepening of the strategy of "Healthy China" and people's continuous recognition of the concept of great health, Wang Laoji not only pays attention to the efficacy of not getting angry, but also adds cultural factors to the communication of products and brands. On the one hand, herbal tea culture originates from Chinese medicine culture and has the gene of healthy culture; On the other hand, Wang Lao Ji digs "auspicious culture" as a brand symbol and puts forward the brand concept of "making the world more auspicious", which is the common pursuit of people.
Therefore, culture first becomes the primary strategy for Wang Laoji to lay out overseas markets. In recent years, Wang Laoji actively responded to the "One Belt, One Road" initiative, telling brand stories to the world with the help of high-end platforms such as Boao Forum for Asia, Fortune Global Forum and World Economic Forum, and taking the landing of new york Herbal Tea Museum on 20 18 as an opportunity to promote the global exchange and dissemination of China traditional culture.
Wang Laoji not only opened the door to dialogue and integration between Chinese and Western cultures with cultural communication, but also promoted Wang Laoji herbal tea, a national drink, to more places in the world.
At present, Wang Laoji has established a perfect product trading system overseas, and its sales network covers 60 countries and regions on five continents. Among them, the North American and European markets maintain rapid growth every year. At the same time, Wang Laoji continuously enriches the beverage product line, and meets the personalized and diversified consumption needs of more consumers, especially the younger generation, by developing the diversification of single products and categories.
Chinese time-honored brand, which shoulders the responsibility and obligation of inheriting Chinese excellent traditional culture, must strengthen itself if it wants to tell the story of China well. Wang Laoji follows a clear line of enterprise development and cultural communication, and strives to provide experience for time-honored enterprises while developing himself.