Brand Marketing
The Restless Wang Laoji
Wang Laoji herbal tea, founded during the Daoguang reign of the Qing Dynasty, has a history of nearly 200 years. After years of stagnant sales, a successful repositioning in 2002 with the 'fear of getting heaty' concept propelled it to national prominence, reaching 12 billion yuan in sales by 2008. However, after winning a decade-long trademark dispute, Guangzhou Pharmaceutical Group's over-licensing of the brand has diluted its equity, leading to concerns about its future.
王币池