Wahaha cross-border daily chemical, launched toothpaste, laundry beads

It is reported that "Wahaha" disclosed a variety of daily chemical products at the mid-year meeting, including children's toothpaste, adult toothpaste, laundry beads and other products.

When searching on Tmall, China Makeup.com also found a store called "Wahaha Chenghang Store" selling products such as Wahaha Children's Toothpaste and Wahaha Children's Laundry Beads. Judging from the new time of product launch, this is a new store.

At present, there are five kinds of goods on sale in the shop. From the product details page, Wahaha Children's Toothpaste is different from traditional daily chemical products. Its product is made of selected plant extracts, probiotics and AD calcium, which are safer. The product includes three flavors of strawberry, milk and orange, and the price is 49.9 yuan. Another product, children's laundry beads, costs 79 yuan.

It is reported that some of the daily chemical products of "Wahaha" use food raw material formula. It seems that this "Wahaha" cross-border personal care track will not only make a contribution to the IP of "AD calcium", but also break through the raw material formula. This is similar to YOSEIDO, a water replenishing skin care brand launched by Yangshengtang in 2017, which uses birch juice as raw material to create differentiation from raw materials.

Unlike Nongfu Spring's cross-border entry into the cosmetics industry, Wahaha chose the daily chemical and personal care racetrack. However, the competition in the traditional daily chemical business is also very fierce. Previously, Prince Frog changed ownership, 50 million people sold their personal care business, and then Luowa declared bankruptcy.

Whether Wahaha's cross-border daily chemical industry can achieve further development in the future remains to be verified.

Wahaha's vertical cross-border

In general, brands cross borders because of performance pressure. In recent years, Wahaha's revenue has shrunk continuously, and the brand product line is relatively single. Wahaha has also opened a vertical expansion road, including high-end children's wear, Wahaha Ou shopping mall, milk tea shop, etc. Wahaha has been trying to cross the border.

In this crossover, Wahaha chose the IP of "AD calcium". Zhongzhu.com believes that, on the one hand, the brand of "AD calcium milk" is rooted in the field of children's drinks. It can also be said that Wahaha has created the image of "authority" in children's drinks, and the children's care products launched can quickly communicate with children. On the other hand, the high gross profit of the toothpaste category is also an inducement.

Wahaha AD calcium milk has been on the market for more than 20 years, and it is also a successful brand of Wahaha Group in its transformation to a new national trend and youth in recent years. According to the information publicly released by Wahaha Group, the IPlization of star products is one of its important strategies, and AD calcium milk is the most active product to explore IPlization.

In particular, in 2022, Wahaha's cross-border co branding and product innovation will continue. AD calcium milk has launched co branded products successively with Yinyang division, famous IP DIMOO, Zhong Xuegao and KELLYONE under Bubble Mart, and has achieved good market reaction. It not only helped Wahaha to reshape its brand image among the new generation of consumers, but also strengthened its style of old national products and new national trends.

Strategic pioneer of large single product

In recent years, many domestic cosmetics brands have promoted the big single product strategy, which is the leftover of the leading enterprises in the food field such as Wahaha.

Here, beauty enterprises should also clearly realize that although large single products have both flow and profit, they are one of the cores supporting the long-term and stable growth of brands. However, in the long run, it is also crucial to create new products that promote rapid growth of performance.

In fact, over the years, Wahaha Group's "dependency on large items" has become increasingly serious. Except for AD calcium milk and Wahaha purified water, there are no new hot large items to support its performance. The absence of new large single products leads to the gradual weakening of the contribution rate of the original core products to the performance, and the market space is further squeezed. What Wahaha needs is an all-round and multi-dimensional change. Perhaps this time, Wahaha's cross-border daily chemical products will create a brand or category that gives consumers the stickiness of demand.