Very Marketing: Wahaha: China's Most Successful Practical Teaching Case

Author: Wu Xiaobo
Publisher:
Publish Date: 2002-09-01
Features: In the past 20 years, no more than three brands have been bought by every Chinese person. Coincidentally, Wahaha might be one of them. If now, you send people to Changbai Mountain Tianchi in the northeast, the foot of Altai Mountains in the northwest, the jungles of Hainan Island in the southeast, and the Qinghai-Tibet Plateau in the southwest, and you enter any small, then copy down all the product catalogs, you will find that no more than three brands repeat. Coincidentally, Wahaha might be one of them. We rarely see steady and modest success, and we rarely discover simple and straightforward concepts. When it comes to Chinese marketing, we truly need a teaching case that time can prove. And what you are about to read is just such a rare case of a survivor. Very Marketing answers ten "very" questions—□ Do you want your product to appear in every corner of 9.6 million square kilometers? □ Do you want every Chinese person to buy your product ten times a year on average? □ Do you want to do long-term, mutually beneficial business with tens of thousands of large and small distributors? □ If you only have 2,000 salespeople, can you achieve these goals? □ Do you know the secrets of advertising in markets with different consumption patterns? □ Have you mastered the laws for surviving in a competitive atmosphere with weak credit? □ Do you understand the best model for setting up production bases across the country? □ Have you learned how to deal with multinational companies? □ If you are a follower in the market, how will you surpass? □ After becoming a leader in the market, how will you maintain your advantage?