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Hangzhou Wahaha Group Modernizes Its Marketing To Reach Younger Generations

November 11, 2020: 12:00 AM EST
The key strategy of the Chinese beverage company is to meet the needs of younger consumers while maintaining brand growth. Communicating with young people – including the generations born after 1995 and even 2010 – is a top priority. China's Generation Z (those born after 2010) have benefited greatly from global interconnectivity, scientific and technological development, and consumption upgrades. They are willing to pay for what they are interested in and what they value. Recognizing this, Wahaha has been marketing to niche segments, launching community-based and interactive campaigns targeting young consumers who share interests and hobbies, dubbed “tribes”' or “niche circles,” and who demand more personalized beverages. Wahaha advises beverage companies to switch from standardized production in bulk to individualized and customized production, while imposing more flexible yet strict conditions in terms of R&D, manufacturing, and product management.
Jenny Chan, "Wahaha targets China’s health boom, livestreaming and Gen Z’s ‘tribes’", WARC, November 11, 2020, © Ascential Events (Europe) Limited
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