--- title: "Wahaha: The Problems Masked by Channel Push" description: "This article, originally from Golden Distributor, argues that the FMCG industry often blames declining sales on changing consumer demographics, but the real issue for brands like Wahaha is a lack of product and brand value. The author, a 70s generation consumer, points out that products lack differentiation and brands lack emotional appeal, leading to weak consumer attraction and repeat purchase." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-06-03" language: "en" canonical: "https://xinjignxiao.com/en/articles/wahaha-the-problems-masked-by-channel-push-07818a32/" markdown: "https://xinjignxiao.com/en/articles/wahaha-the-problems-masked-by-channel-push-07818a32.md" original_source: "https://mp.weixin.qq.com/s/qGfC6wJkKZYDbBIYeWHUbQ" translation: "https://xinjignxiao.com/zh/articles/%E5%A8%83%E5%93%88%E5%93%88-%E9%82%A3%E4%BA%9B%E8%A2%AB%E6%B8%A0%E9%81%93%E6%8E%A8%E5%8A%9B%E6%8E%A9%E7%9B%96%E4%BA%86%E7%9A%84%E9%97%AE%E9%A2%98-07818a32.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/wahaha-the-problems-masked-by-channel-push-07818a32/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Wahaha: The Problems Masked by Channel Push > This article, originally from Golden Distributor, argues that the FMCG industry often blames declining sales on changing consumer demographics, but the real issue for brands like Wahaha is a lack of product and brand value. The author, a 70s generation consumer, points out that products lack differentiation and brands lack emotional appeal, leading to weak consumer attraction and repeat purchase. This article is reprinted from Golden Distributor. The FMCG industry often attributes overall sales decline to "changes in mainstream consumer groups"—believing that the post-80s and post-90s generations have strong purchasing power, and that failing to deeply explore their needs has led to today's sales decline. As someone born in the 70s, I want to complain: Don't the post-70s need to drink water or cola? Can a bottle of mineral water priced at 1 to 3 yuan really distinguish the purchasing power of the buyer? Take Wahaha as an example; let me talk about some realistic issues. What is Wahaha's core problem? It is that all its products lack value. What is the source of Wahaha's problem? It is that the brand lacks value. **First, products.** I can't remember exactly how many products Wahaha has, but I really can't think of any product with a differentiated selling point (like Nongfu Spring), or any product line that could serve as Wahaha's strategic product. Is it water, cola, or Nutri-Express? So-called differentiation means distinguishing from other products, segmenting the target consumers through different product performance, and such products are often used to enhance the product image. While the brand image is supported, mass products are used to support sales. Product concept often addresses the consumer's pain point for a certain product, which is either a need or a concern. When people buy a bottle of water or a drink, the surface need is to quench thirst. But why buy bottled water, why not drink cola, why buy a small bottle—there are reasons. To create a product, you must gain insight into the consumer's true deep-seated needs to achieve proactive purchase. For example, Coca-Cola prints slogans like "Besties," "Climb Up," and "Together Forever" on bottle labels, satisfying young people's need for group identity and self-motivation or mutual encouragement. Through simple personalized packaging, it brings the product closer to human interaction. When consumers choose, they are not picking a product but their own mood. This is the value of the product, not just studying whether the taste is sweet or bland. **Second, brand.** Let's look at another case. Master Kong is also a multi-category brand. Today, we don't remember the main functional selling point of Braised Beef Noodles, but the product concept of inspiration, self-improvement, and energy replenishment has transcended the product's function itself. In fact, Braised Beef Noodles has basically become the representative product of the Master Kong brand, embedding the idea of growing together with users into the young and overtime-working groups, thereby invisibly driving consumption of other products. At least it has formed a certain consumption stickiness, giving consumers a reason to buy, and this reason is differentiated and can be sustained emotionally over the long term. Repeat purchase is also one of the important indicators of FMCG vitality. What is Wahaha's brand appeal? Why should I carry a bottle of Wahaha mineral water on the street? Just for the simple need to quench thirst? For example, in a passionate disco bar, you rarely see people holding small bottles of Tsingtao Beer to socialize or have fun (even though Tsingtao also values nightlife development). What we often see are Heineken, Budweiser, and Corona. Beer, as a representative FMCG product, well illustrates the concept of brand audience. Simply put, birds of a feather flock together. People choose brand products that match their lifestyle and taste. At the same time, these brands become a symbol distinguishing different groups—which represent youth, which represent maturity, which represent passion, which represent connotation—there is no right or wrong, only group identity (or even class distinction). This directly affects the consumption power and consumption space that the brand brings to the product. **Note: The consumption power mentioned here is not purchasing power, but consumption appeal.** In nightlife venues, most consumers can afford beer, but whether they are willing to consume your brand depends on your consumption appeal. Consumption space is whether they are willing to consume your product more frequently. Which group does the Wahaha brand represent? Does it have enough appeal to attract the public to consume this product? Are consumers willing to hold Wahaha in their hands when interacting with others? Or offer Wahaha as a beverage to guests during office meetings or business activities? The answer is for you to think about. 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