On November 21, Huimai Group disclosed on its official website that Huimai Group and Wahaha held a brand strategy cooperation conference in Beijing on November 20. Wahaha's Murcia goat milk powder will officially land on the Whole Channel Sales Platform of Huimai Group and sell to 25 million Huimai members nationwide.
It is understood that Murcia goat milk powder is a new product released by Wahaha in July this year. On the day of the new product release, Zong Qinghou, chairman of Wahaha, personally made the new product speech in the TV shopping program. Murcia goat milk powder is divided into two series, including children series with algae oil DHA and middle-aged and old-aged series with selenium-enriched yeast.
This time, Huimai Group, which cooperated with Wahaha, is positioned as a service operator in the video shopping industry. At present, it has completed many marketing channels such as TV, network, mobile phone, telephone and so on. Through creative video and scenario sales, it continuously improves the level of content marketing. Huimai Group currently has its own e-commerce platform – ugoshop.com, and successfully operates six video shopping channels, including UGO.com, SSGO.com, 3jgo.com, Beijing Aijiago.com, Chengdu daily shopping, Xiamen wholeheartedly shopping, covering more than 100 million users.
It is worth noting that Wahaha is not the first show to make milk powder. At that time, Wahaha also sold Edison milk powder. However, the market sales were not good. Later, Edison milk powder also fell into a quality problem.
According to media reports, the first show of Wahaha goat milk powder appeared in Zhejiang Satellite TV Shopping Show "Easy to Buy". Zong Qinghou also came to the scene and sold more than 1,000 packages in an hour. In addition to TV shopping, Wahaha will also put Murcia goat milk powder sales channels in the new social retail channels.
Relevant leaders of Wahaha told reporter of Bbtnews that Wahaha had cooperated with Huimai Group through all channels, such as TV, Internet, mobile e-commerce and offline stores.
According to Zhu Danpeng, an analyst of Chinese food industry, it is not difficult to see that Wahaha has diversified its operation mode in the past year, involving in social retail platform and video retail platform. Overall, Wahaha's business model is better than before. But whether Wahaha can "harness" goat milk powder and "harness" a video retail platform depends on the follow-up strategic layout and development of Wahaha.
