旺旺年轻化转型，旺旺蔡旺庭开出100家咖啡店Want Want's transformation towards youthfulness, Want Want Cai Wangting opens 100 coffee shops

旺旺集团总经理、邦德咖啡馆创始人 蔡旺庭

邦德咖啡馆首店

邦德咖啡果皮咖啡

邦德Mr. Bond Shake店

所以，两年100家店真正值得关注的，并不是旺旺又开了100家咖啡店。而是一个拥有60多年历史的食品集团，正在尝试用新的品牌、新的产品和新的场景，重新进入年轻人的日常生活。旺旺没有叫它旺旺咖啡，但或许正是这个决定，让邦德咖啡有机会成为一个真正面向下一代消费者的品牌。

三年百店提前达成，邦德咖啡的快速崛起，实质上是老牌企业旺旺集团年轻化突围的一个缩影。从供应链能力的强力支撑，到对年轻团队的充分赋能，旺旺借由邦德咖啡这个副品牌，完成了从传统快消品（RTD即饮）向现制餐饮体验的跃迁。当这100家绿色的邦德咖啡开遍街头，旺旺不仅卖出了更多咖啡，更让市场看到了老牌巨头身上那种生生不息、敢玩敢创的年轻活力。

When it comes to Want Want, most people first think of Want Want milk, Want Want snow cakes, and the Want Want IP that has accompanied generations of consumers. As a national level food brand, Want Want's classic products have long been imprinted in the memories of the growth of the 70s, 80s, and 90s generations. But many people may not know that there is actually a coffee brand called Bond under Want Want, and what's even more surprising is that this Bond coffee is operated by Want Want General Manager Cai Wangting and has already opened 100 stores.

Cai Wangting, General Manager of Want Want Group and Founder of Bond Cafe

Not called Wangwang Coffee, the strategic ambition of the second-generation Cai Wangting

Backed by the well-known Wangwang brand, the easiest way to lay out the coffee track is to directly hang the "Wangwang" name and quickly gain popularity with existing traffic. But Wangwang did not take this shortcut. Under the leadership of Cai Wangting, Bond Coffee has positioned itself as an independent brand and entered the fiercely competitive coffee market.

Behind this decision to give up relying on the halo of the parent brand lies Cai Wangting's strategic consideration: he hopes to create a coffee brand that truly belongs to the new generation of young people, breaking free from the constraints of traditional labels, and embracing young people in all aspects from brand tone, product development, store scene to operation team. This is not only a brand's second entrepreneurship, but also an important step for Want Want Group to actively seek change in intergenerational inheritance and innovation breakthroughs.

Bond Cafe's First Store

Therefore, Bond Coffee is not just about adding a coffee category to Want Want, but incubating a new brand with independent vitality and the ability to compete in the new consumer market for a long time, further opening the door to the young consumer market for Want Want.

From being overlooked to a hot selling item, Bond's differentiated innovation

The competition in the domestic freshly brewed coffee market is becoming increasingly fierce, with numerous top brands and a constantly accelerating pace of new product iteration. Bond Coffee has taken a different approach and embarked on a unique path of differentiated innovation. The brand excavates the value hidden in coffee peels, and through repeated debugging and extraction experiments, overcomes multiple technical challenges such as flavor, taste, and preservation, pioneering China's freshly extracted coffee peels; Based on coffee peel tea and paired with gold medal freshly ground coffee beans, this product achieves high levels of chlorogenic acid and low caffeine, creating the most distinctive product label that sets it apart from other coffee brands on the market.

Bond Coffee Peel Coffee

In addition to products, Bond Coffee is also bold and innovative in store scenes, jumping out of the single mode of traditional street cafes. The brand breaks the boundaries of coffee shops and explores multiple channels of "coffee+", landing gas station IP co branded stores, gym themed stores, high-end office building stores, and recently launching DJ themed Shake stores that integrate trendy music culture. Integrating coffee into fragmented life scenarios such as commuting, refueling, sports and fitness, and trendy socializing, making coffee not just a drink, but also a carrier of young people's lifestyle.

Mr. Bond Shake Store

Baidian is just the beginning, what Wangwang needs is a second growth curve

Wangwang has over 60 years of brand accumulation. But the more mature a brand becomes, the more it needs to constantly answer a question: Will the next generation of consumers continue to choose you? Bond Coffee provides a new answer.

It did not turn itself into another Wangwang, but chose to enter the young consumer market as an independent brand; Not just sticking to traditional ready to drink coffee, but entering into freshly brewed coffee; Not limiting the store to standard cafes, but exploring more consumption scenarios such as gyms, gas stations, and DJ music; It's not just about emphasizing that coffee is delicious, but constantly getting closer to the health, social, and lifestyle concerns of young people.

So, what is truly worth paying attention to in two years is not that Want Want has opened another 100 coffee shops. But rather, it is a food conglomerate with over 60 years of history, attempting to re-enter the daily lives of young people with new brands, products, and scenarios. Wangwang did not call it Wangwang Coffee, but perhaps it was this decision that gave Bond Coffee the opportunity to become a brand truly aimed at the next generation of consumers.

The rapid rise of Bond Coffee, which achieved the goal of having 100 stores in three years ahead of schedule, is essentially a microcosm of the rejuvenation breakthrough of the old brand Want Want Group. From strong support in supply chain capabilities to full empowerment of young teams, Wangwang has achieved a transition from traditional fast-moving consumer goods (RTD ready to drink) to freshly made dining experiences through the Bond Coffee sub brand. When these 100 green Bond coffee shops opened on the streets, Want Want not only sold more coffee, but also showed the market the youthful vitality of the old giants who dare to play and create.

Next time you pass by Bond Coffee, why not go in and have a drink? What you can taste is not only the flavor of freshly brewed coffee skin, but also the new vitality of a national old brand.

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