National Brand Wahaha's Children's Ambitions Dream

Zong Fu Li, a descendant of the lineage, returned from the United States in 2005 and entered Wahaha. Since then, he has been involved in the production and import and export business of Wahaha headquarters in Hangzhou. Children's wear 。 She has been regarded as a powerful successor to Zong Qing by both Wahaha and the outside world.

Public information shows that Wahaha children's wear was founded in 2002, and this year is the tenth year. Zong Fuli recalled to reporters: "when the Father created the brand of Wahaha children's clothing, it was because at the beginning of Wahaha's creation, it was aimed at children and young people, who made water and other nutriments, and the father wanted to make the children's market more diversified and broader. market Development space. "

Compared to Wahaha's dazzling pure water, beverages and other nutritional products, Wahaha children's clothing business is almost "not worth mentioning". In 2011, Wahaha Group achieved a revenue of 67 billion yuan, and according to Wahaha insiders, more than 60 billion of the revenue came from the traditional main industries. Wahaha children's clothing business income in 2011 is only 200 million yuan.

Zong Fuli did not think so. She told reporters confidently: "my children's clothing is not bad, we have been responsible for building our first step in diversity."

In 2005, Zong Fu Li returned from the United States to take part in some career management of Wahaha Hangzhou headquarters, including Wahaha children's clothing. Just returned from the ocean, right. fashion There is quite a lot of thoughts about the children's clothing business. "I thought the Wahaha children's clothing wasn't very fashionable at that time, so I made a trendy design for my children's clothes, but I only did two seasons, and the market reaction was general. Later I knew that Wahaha would return to the original" popular fashion "position.

In fact, Wahaha started from the beginning of the "mass fashion" positioning, in terms of fashion and other aspects are still inferior, in the high-end consumer market does not have the advantage.

Zong Fu Li also agreed that "Wahaha has formed a mature design team of more than a dozen people, and is working hard for it." On the other hand, Zong Fu Li also made it clear: "it will not change the popular positioning of Wahaha children's clothing. I understand this positioning as" high quality, medium and low price ". Why do you want to do that expensive children's clothing? The gross profit margin of Wahaha children's clothing is slightly higher than that of the industry average 38%~39% children's gross profit margin. This shows that our mode is in line with this market.

Nowadays, all kinds of capital have successively entered the field of children's wear. Zong Fu Li did not show such a big ambition, instead, he repeatedly stressed: "I don't think children's clothing is the same as that of making drinks. The beverage business needs scale and needs to be bigger and stronger. To this end, I give team space. However, the children's clothing, so in the beverage main business, Zong Fu Li shows "ambition to enter the international market" as soon as possible. In not many replies, she disclosed that the future does not exclude the way of merger and acquisition to enter the international market.

It is worth mentioning that Wahaha has accelerated the pace of "diversification" since this year. In June this year, Wahaha announced its entry into the commercial retail industry and plans to set up a European fashion market in China. In addition to the traditional retail business, Wahaha has been involved in many fields such as milk powder, beverage production, processing and electromechanical. Zong Fu Li said: "Wahaha's diversified undertakings are not bad."