---
title: "Want Want: Probably an Advertising Company, 4500 Words of Dry Goods Reviewing Its Road to Internet Fame"
description: "Want Want, known for its playful marketing, has become an internet sensation through cross-industry collaborations and creative product launches. From the 'Made Bigger' gift box during Double 11 in 2017 to the '56 Ethnic Groups' cans and a partnership with Nayuki tea, the brand has successfully engaged younger consumers while maintaining its nostalgic appeal."
author: "梅花网silvia"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-07-20"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/want-want-probably-an-advertising-company-4500-words-of-dry-goods-review-a15f8ab2/"
markdown: "https://xinjignxiao.com/en/articles/want-want-probably-an-advertising-company-4500-words-of-dry-goods-review-a15f8ab2.md"
original_source: "https://mp.weixin.qq.com/s/6jBRIi48uuuER-EGnuzF2Q"
translation: "https://xinjignxiao.com/zh/articles/%E6%97%BA%E6%97%BA-%E5%A4%A7%E6%A6%82%E6%98%AF%E4%B8%80%E5%AE%B6%E5%B9%BF%E5%91%8A%E5%85%AC%E5%8F%B8-4500%E5%AD%97%E5%B9%B2%E8%B4%A7%E5%9B%9E%E9%A1%BE%E5%85%B6%E7%BD%91%E7%BA%A2%E4%B9%8B%E8%B7%AF-a15f8ab2.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/want-want-probably-an-advertising-company-4500-words-of-dry-goods-review-a15f8ab2/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Want Want: Probably an Advertising Company, 4500 Words of Dry Goods Reviewing Its Road to Internet Fame

> Want Want, known for its playful marketing, has become an internet sensation through cross-industry collaborations and creative product launches. From the 'Made Bigger' gift box during Double 11 in 2017 to the '56 Ethnic Groups' cans and a partnership with Nayuki tea, the brand has successfully engaged younger consumers while maintaining its nostalgic appeal.

Click 'Read Original' for details.
The "irresponsible" Want Want is up to its tricks again. Recently, it not only collaborated with Nayuki to launch a high-value milk tea but also released a wave of peripheral products—absolutely stunning!
Does cross-industry collaboration lead to aesthetic fatigue? Such a question doesn't seem to apply to Want Want. As a leader in the internet celebrity circle, any product launched by Want Want sparks heated discussion and pursuit.
**The story of Want Want's rise to fame dates back to the end of 2017.**
During the Double 11 shopping festival in 2017, Want Want launched a gift box called "Made Bigger" (搞大了). Inside, Want Want's small steamed buns, snow crisps, and senbei all became enlarged versions, making the "Want Want" that accompanied everyone's childhood seem to "grow up" along with them.
To cater to the concept of "growing up," Want Want also re-shot the classic Want Want milk advertisement from back then, featuring the original "Li Ziming from Class 6, Grade 3." Of course, years later, "Li Ziming" has also grown up and become "Teacher Li Ziming from Class 6, Grade 3." The classic scene was reenacted, with the loudspeaker again blaring the addictive plotline: "Your mother brought Want Want milk for you."
This "Made Bigger" campaign attracted widespread attention from netizens. According to official Tmall data, during Double 11 in 2017, the "Made Bigger Gift Box" sold at a rate of 7 boxes per second on Tmall, and even after restocking three times, supply still couldn't meet demand.
**Since then, Want Want has gone further and further down the path of self-indulgence.**
In October last year, Want Want extended its reach into the fashion field, collaborating with the original design independent fashion brand TYAKASHA to officially release a co-branded series, including hats, T-shirts, hoodies, sweaters, bags, pants, socks, and other head-to-toe apparel. Wearing childhood memories on your body—doesn't that feel magical?
This year, Want Want once again went viral with its "56 Ethnic Groups" cans. On May 11, Want Want, in conjunction with Tmall's "Guochao is Here" (国潮来了), launched the "56 Ethnic Groups" cans, sparking a "most trendy ethnic style" trend online.
So the question arises: How does such a playful Want Want stimulate creativity? What secrets lie behind this internet-famous brand?
Not long ago, Meihua Net also had a dialogue with members of the Want Want brand team. Let's listen to their views on the path to becoming an "internet celebrity."
**About Various Cross-Industry Collaborations**
Meihua Net: Where did the creative idea for "Want Want Milk Tea" come from? Why did Want Want suddenly start selling milk tea?
Want Want: From integrated marketing to cross-industry marketing, Want Want has always been committed to letting consumers truly feel that this brand, which has accompanied everyone's growth since childhood, still has an unchanging young and upward heart. **Nowadays, we are increasingly focusing on content-driven cross-industry marketing, achieving a win-win effect between brands, that is, 1+1 > 2.**
After the cross-industry collaboration with TYAKASHA apparel, Want Want began planning the "food" aspect of the public's needs for "clothing, food, housing, and transportation," using another form to communicate and interact with consumers, hence the "Want Want x Milk Tea" cross-industry creative idea.
On the basis of brand-level cooperation, we have also deepened product-level cooperation. For example, we used Want Want extra-concentrated milk to make milk tea and QQ bursting jelly soft candies to make cheese cups, achieving a true brand-driven product synergy.
Want Want QQ Cheese Cup
Meihua Net: What was the communication purpose of this cross-industry marketing? Was driving sales its primary goal?
Want Want: The main purpose of this cross-industry marketing was to leverage the IP image of "Want Want," which has accompanied everyone's growth, during Children's Day, combined with the popular internet-famous tea drinks, to showcase more of Want Want's brand vitality through cross-industry methods and social platforms favored by young people, thereby bringing out a series of Want Want products.
At the same time, products like Want Want extra-concentrated milk, Want Want black-and-white matchsticks, and Want Want QQ bursting jelly were used as raw materials for the first time in the tea beverage industry, also opening new sales channels for future Want Want products in more fields.
Meihua Net: Can you talk about the cooperation with Nayuki? Why did you choose to collaborate with Nayuki?
Want Want: As an internet-famous tea brand, Nayuki, despite being relatively new to the industry, has always strived for excellence. Whether in product development or raw material selection, they have strict quality control, always adhering to the principle of quality first and making good tea with heart. This dedication aligns perfectly with Want Want's business philosophy.
In the early stages of cooperation, Nayuki, on the basis of brand-level cooperation, also carefully studied Want Want's products, continuously trying different ways to better integrate both products while highlighting the characteristics of each. Such a brand that is dedicated to making good products is highly compatible with Want Want's standards for selecting cooperative brands.
Meihua Net: How long did it take from creative execution to implementation? Were there any difficulties? Are there any experiences worth sharing?
Want Want: It took nearly half a year from execution to implementation. During this period, from confirming the cooperation to the final launch, we went through multiple revisions and decisions. From brand-level cross-industry collaboration to the integration of both products, every attempt was a challenge. Want Want strives to let consumers feel the utmost sincerity.
In product development, we tried our best to satisfy the public's taste buds, hoping that while the public is interested in Want Want, they are also satisfied with the products. **At the same time, during the cooperation, both brands reached a consensus that this cooperation should not only bring the buzz of brand cross-industry collaboration but also achieve a deeper product-level integration,** reflecting the characteristics of both products on the palate. Therefore, from early-stage development to poster design, from themed stores to material production, both parties conducted strict checks at every level, striving to jointly create better co-branded products.
Meihua Net: Actually, earlier, Want Want had already engaged in cross-industry collaborations (such as the TYAKASHA co-branded clothing). Why is Want Want so fond of cross-industry collaboration (being "irresponsible")? What's the reason behind it?
Want Want: It's not that Want Want is fond of cross-industry collaboration, but rather that cross-industry collaboration has become a trendy marketing model in today's society. It allows two brands to complement each other, producing a wonderful chemical reaction and giving consumers more layered satisfaction.
At the same time, for Want Want, engaging in cross-industry collaboration on the basis of making good products is also about keeping up with the trends of the times, presenting a younger brand image to consumers, allowing Want Want fans to enjoy satisfaction on the tip of their tongues while keeping up with trends and being the "coolest kid."
Meihua Net: In selecting cross-industry products, what are Want Want's criteria? (First clothing, then milk tea) Have you ever worried about consumer aesthetic fatigue?
Want Want: The basis for finding cross-industry partners is the complementarity of user experience, and Want Want pays great attention to this when selecting cross-industry products. At the same time, making products with heart is also Want Want's standard for selecting cooperative brands. Want Want firmly believes that only by treating products with sincerity can we give fans the best feedback.
For a brand, cross-industry collaboration is just one form of marketing. We are more concerned about consumer aesthetic fatigue from a single marketing model. Therefore, we choose to collaborate with different brands, hoping to bring consumers more unexpected novelty.
**Moreover, Want Want evaluates and predicts each cross-industry choice, and also conducts small-scale market research first, proceeding with the next step of cooperation based on the interest of the majority of fans.** In addition, when seeking cross-industry brands, we not only combine current trends but also Want Want's own characteristics, seeking more complementary brand collaborations so that consumers can feel Want Want's sincerity on a deeper level.
**About Want Want's "56 Ethnic Groups" Cans**
Meihua Net: Beyond cross-industry collaborations, Want Want always does things with its own products, such as the recently launched "56 Ethnic Groups" cans and last Double 11's "Made Bigger" gift box. Why does Want Want always do things with its own products? Can you reveal the sales of these internet-famous products and the driving effect on the online store (flagship store)?
Want Want: Want Want has accompanied several generations of people's growth. Over the years, we have been continuously innovating and breaking through to optimize our interaction with consumers. **Products themselves are content and also a means of communication. While meeting consumer needs, they also bring benefits to our brand. We hope to transform creative content into high-quality products, bringing consumers a more distinctive consumption experience.**
Last Double 11, the "Made Bigger" gift box sold out at a rate of 7 boxes per second on Tmall's flagship store, and even after restocking three times, supply still couldn't meet demand. This year, the sales of the "56 Ethnic Groups" cans were still very impressive. Within less than 24 hours of pre-sale, sales exceeded 10,000 sets, and the Tmall flagship store's follower count increased by 10 times year-on-year.
Want Want "Made Bigger" Gift Box
Meihua Net: Where did the creative idea for the "56 Ethnic Groups" cans come from? Were there any difficulties during the execution process?
Want Want: Speaking of the creative source of Want Want's "56 Ethnic Groups" cans, we have to go back to February this year. To celebrate the chairman's birthday, the group internally customized hand-drawn images of 56 ethnic groups' Want Want milk cans. As soon as they were exposed on the official Weibo, they attracted the attention and heated discussion of many netizens. With natural traffic, the topic #56 Ethnic Groups Want Want# reached 120 million reads and 39,000 discussions within just 3 days. It was based on this phenomenon that we decided to launch the "56 Ethnic Groups" cans.
The difficulty in the execution process was that we needed to leverage the topic's heat while it was still trending, using very limited time to mobilize production, formulate a launch and promotion plan, and make quick decisions, execute, and push forward. These were all challenges for us.
Meihua Net: In the "56 Ethnic Groups" cans, you also introduced the "blind box" gameplay that young people love. How did you think of that at the time? What effect did the "blind box" gameplay bring?
Want Want: We observed that under the current wave of consumption upgrading, consumer demands are constantly changing. Young consumers are willing to accept new things and try them. The blind box gameplay is exactly like this. Different from traditional product purchase methods, besides food attributes, it also has toy and social attributes. At the same time, because of its uncertainty, it captures the psychological evolution and discussion of young people, attracting more people to pay attention to the Want Want brand.
Want Want: "Deposit pre-sale + blind box random" combined gameplay
Want Want 56 Ethnic Groups peripheral stickers
**According to Tmall data, the first batch of the "56 Ethnic Groups" cans series, 1,000 sets, sold out within a few hours of going on sale.** On social media, many consumers posted photos of purchasing the 56 Ethnic Groups cans, and it also received enthusiastic attention from self-media accounts and KOLs.
Meihua Net: Besides the "56 Ethnic Groups" cans, Want Want also launched peripheral products such as tape, stickers, and thermos cups. The milk tea collaboration with Nayuki also launched a series of peripherals. What's the consideration behind this?
Want Want: Want Want is a national brand. Want Want has accompanied the growth of the post-80s and post-90s generations. Its biggest advantage is its strong national IP image. It has previously attracted attention and love from netizens with peripherals like the "8L Mug" and "Snow Crisp Coin Purse."
This series of peripherals also received enthusiastic discussion from consumers upon launch. We hope to attract consumers with interesting content, expand the Want Want IP in a diversified and in-depth direction, continuously refresh consumers' brand perception of Want Want, and increase fan stickiness.
Meihua Net: We noticed that for the follow-up of the "56 Ethnic Groups" cans, you also held an offline pop-up themed exhibition (Want Want Gathering). Why did you launch such an offline experience? What was the purpose? Will you continue to do things around the "56 Ethnic Groups" cans in the future?
Want Want: This year marks the 40th anniversary of the Want Want IP. Launching an offline themed exhibition, that is, moving from online to offline, allows us to learn more about real consumer feedback and enhance consumer awareness and goodwill. **We packaged Want Want's culture, products, and advertising slogans into various physical installations and input them again, hoping to let consumers experience the freshness brought by vivid scenes.**
In the second half of the year, we will continue to do things around the "56 Ethnic Groups" cans. Stay tuned!
Want Want Offline Themed Exhibition
**About Brand Becoming an Internet Celebrity**
Meihua Net: Every time Want Want launches a cross-industry collaboration or new product, it interacts with its fans and collects feedback. How do you view the role fans play in Want Want?
Want Want: As a brand, what we care about most is fan feedback and opinions. We have always hoped to let fans embrace surprises and be full of anticipation. Through wave after wave of marketing campaigns, we are accumulating new fans while also operating and maintaining the connection between them and us.
Now, they have played a positive and uplifting role and effect on us, whether in public opinion on platforms like Weibo, WeChat, and Douyin, or in the growth of e-commerce transactions. In addition, we hope Want Want can accompany all fans in growing together.
Meihua Net: In recent years, Want Want has been transforming toward a younger image, such as engaging in cross-industry collaborations, launching internet-famous products, and filming silly ads. What are the reasons behind these strategies? What are the demands?
Want Want: Overall, we have always been following the pace of young people and the times, constantly innovating our communication strategies with young people. Whether it's cross-industry products or silly ads, they are just forms of expression. Essentially, we hope to start from the "points" that young people like now, find resonance with them, let them know we are also keeping up with the times, and give them more freshness and a brand-new understanding of our brand, rather than just being a brand of childhood memories.
Want Want's Fun Daily Life on Douyin
Meihua Net: Now Want Want's marketing is becoming more and more youthful. As a brand that is everyone's childhood memory, how does Want Want balance innovation and the continuation of traditional history?
Want Want: These two points cannot be generalized. What we pursue is not picking up the watermelon and losing the sesame, but a kind of inclusiveness and continuous innovation. Our innovation is to better communicate and interact with the young people of this era, but it does not prevent us from maintaining the traditional history of high-quality products and moving forward steadily.
Meihua Net: As a brand that is everyone's "childhood memory," Want Want now gives people the feeling of being "very playful." How can it attract young fans? Does Want Want have relevant experience to share?
Want Want: This starts with Want Want's overall online marketing approach. Everyone's impression of Want Want is that its TV commercials are exaggerated and fun. To let the grown-up children continue to like and support Want Want products, we have been constantly breaking through and changing over the years.
**Our strategy and tactics have gradually formed over the past few years, focusing on integrated online and offline marketing based on the products themselves.** From the "Big Snow Crisp" and "Big Senbei" that exploded across the internet during Double 11 in 2017, to last year's TYAKASHA apparel cross-industry collaboration and Natural Beauty mask and cushion foundation cross-industry collaboration, to this year's "56 Ethnic Groups" cans explosion and the deep product integration with Nayuki tea, we have been constantly getting closer to young people's preferences.
Our goal is also to let young people continue to like us, and to expose ourselves more so that everyone realizes we are not just a childhood memory, but that Want Want will be with everyone in the past, present, and future.
Source: Meihua Net (ID: meihuaevent)


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671