---
title: "Vying with Mengniu's Slow Burn for Market? Wahaha Reportedly to Launch a Weight-Loss Milkshake"
description: "Wahaha is reportedly planning to launch its second beverage after returning to the health industry—a weight-loss milkshake, following Mengniu's Slow Burn milkshake. Industry insiders believe this indicates Wahaha's continuous adjustment of its business philosophy, with success hinging on whether channels can effectively promote the product to target consumers."
author: "New Distribution"
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published: "2018-07-15"
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# Vying with Mengniu's Slow Burn for Market? Wahaha Reportedly to Launch a Weight-Loss Milkshake

> Wahaha is reportedly planning to launch its second beverage after returning to the health industry—a weight-loss milkshake, following Mengniu's Slow Burn milkshake. Industry insiders believe this indicates Wahaha's continuous adjustment of its business philosophy, with success hinging on whether channels can effectively promote the product to target consumers.

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It is reported that Wahaha is currently planning to launch its second beverage after returning to the health industry—a milkshake主打减肥功效 (weight-loss effect). This is another functional milkshake product on the market, following Mengniu's Slow Burn milkshake. Industry insiders believe that the launch of this product indicates Wahaha's continuous adjustment of its business philosophy, and the key to success lies in whether the channels can effectively promote the product to the target consumer group.
1
**Wahaha's Diversified Layout to Save Declining Performance**
Since 2014, Wahaha's performance has been on the decline. According to data from the All-China Federation of Industry and Commerce, from 2014 to 2016, Wahaha achieved operating revenues of 72.04 billion yuan, 49.47 billion yuan, and 45.59 billion yuan respectively, with its ranking on the "Top 500 Chinese Private Enterprises" list dropping from 31st to 104th. By then, Wahaha's operating revenue had fallen 42% compared to 2013.
Behind Wahaha's declining performance is a significant reduction in sales of its original star products. According to Euromonitor data, from 2014 to 2016, sales of Wahaha's Nutri-Express (营养快线) were 15.36 billion yuan, 11.54 billion yuan, and 8.42 billion yuan respectively, nearly halved.
In fact, on April 29 this year, Wahaha launched a new product—the eye-care product Tianyan Jingjing fermented milk. Wahaha's Tianyan Jingjing fermented milk uses high-quality imported milk sources, fermented with two types of probiotics and combined with modern biotechnology achievements, reducing the burden on the gastrointestinal tract and facilitating absorption. **It scientifically adds four eye-care factors: lutein, taurine, zinc, and vitamin A, which can relieve visual fatigue, enhance eye nutrition, and provide better care for the eyes. The product's operation model breaks Wahaha's original distributor channel model and instead adopts a social retail model.**
Subsequently, on June 1 this year, Wahaha announced its official entry into the health industry, not only developing health foods but also claiming to open 1,000 Wahaha functional food stores within a year, leveraging the fission effect of "social retail" to convert consumers into fans and break down the barriers between online and offline big data.
According to data, the second phase of Wahaha's Guangyuan factory, which started construction on February 1, 2018, is required to have the main workshop ready for equipment installation by the end of September, with the project fully completed by the end of October. The second phase of the Guangyuan project covers a total area of 107,047.46 square meters (160.08 mu), with a total building area of 68,191.02 square meters. Among them, the first phase, including the main workshop, has a construction area of 29,884.75 square meters, with a total construction investment of 58.8 million yuan. This further increases Wahaha's production capacity.
An industry insider said that shortly after launching Tianyan Jingjing, Wahaha's launch of a milkshake weight-loss product indicates that Wahaha's business philosophy is continuously adjusting. **Milkshakes, as fitness and weight-loss foods, have been sold in professional channels such as gyms. Wahaha's promotion of this product to the public meets the needs of the current mainstream consumer group.**
Previously, Wahaha's diversification was mainly concentrated in fields such as liquor, milk powder, and clothing. These industries were already highly competitive, and Wahaha was unfamiliar with these areas and lacked experience, leading to results that fell short of expectations. Whether Wahaha's planned weight-loss milkshake after Tianyan will succeed remains to be seen.
2
**Mengniu Slow Burn Resumes Supply, Promotes to Attract More "Burn Friends"**
Just as the industry was buzzing about Wahaha's planned weight-loss milkshake, on July 14 (today), Mengniu Slow Burn's official Weibo account announced that the Slow Burn, which had been out of stock for two months, had resumed normal supply.
On January 24, Mengniu Dairy's WeChat public platform announced that its new product, Slow Burn Fiber Milkshake Milk, was officially put into production at Mengniu Dairy (Hengshui) Co., Ltd. and officially met the public. More importantly, this new product targets new retail and explicitly proposes to enter the micro-business circle, bringing a carnival to the entire micro-business community.
Slow Burn Fiber Milkshake is a mid-to-high-end meal replacement food created by Mengniu, with a shelf life of six months. The product emphasizes health and fitness concepts, with calories as low as 195 kcal, using a sugar substitute formula (maltitol). It is suitable for people who are overweight or need weight management, with women as the main consumer group, targeting consumption scenarios such as at home, overtime work, and social engagements.
On June 9, Slow Burn held a launch event for the slim version of the new packaging. Since female consumers don't like twist-off caps after applying lipstick, the new packaging was changed to a straw type to meet different consumer needs. It is understood that Mengniu Slow Burn's advertising and promotion officially started this month; two new products will be launched in the second half of this year; Mengniu plans to develop 1 million Slow Burn agents by 2020, reaching a population of 500 million to 1 billion people.
It is believed that with the successive efforts of large enterprises such as Mengniu and Wahaha, consumers' awareness of milkshakes will continue to deepen, and this market may attract more companies to join. Can functional milkshake products become a market hit? Who will continue to lead in the future? Let's wait and see—
Source: New Dairy, Food New Forces
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