百店邦德咖啡背后，旺旺的健康化破局之道Behind Bond Coffee's Hundred Stores, Want Want's Healthy Breakthrough Path

旺旺集团总经理、邦德咖啡馆创始人 蔡旺庭

旺旺无糖、低糖饮品（部分）

邦德咖啡果皮咖啡

邦德咖啡馆

In today's rapidly shrinking consumer brand lifecycle, it is not an easy task to find a fast-moving consumer goods brand in China that spans a 60 year cycle and remains active in the mainstream consumer perspective. For Want Want Group, which grew up with people born in the 1980s and 1990s, the sweet memories built from classic products are an extremely valuable moat. However, they have also become an implicit burden for brand upgrading as the industry is caught up in the trend of no sugar and low burden.

How to deal with the relationship between the huge basic market and the health demands of the new era? From the healthy layout at the group level to the fact that Bond Coffee, managed by General Manager Cai Wangting, has surpassed 100 offline stores, observing Wangwang's healthy path may provide a more realistic business perspective for the upgrading of traditional fast-moving consumer goods giants.

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

Not Just Simple Sugar Removal: A Commercial Balance Technique Under the 60 Year Basic Plate

As a giant with a 60 year history, Wangwang faces a much more complex transformation context than start-up brands.

In the eyes of the outside world, the upgrade of fast-moving consumer goods seems to be equivalent to tearing off the high sugar label and fully shifting to sugar free. However, from a business perspective, blindly catering to hot topics and forcibly cutting off ties with classic products often means significant commercial risks and loss of emotional assets.

Wangwang's choice is a relatively pragmatic balancing technique. On the one hand, for those classic product lines such as snow cakes, small Mantou, and Langweixian that carry the memories of generations of childhood, Wangwang insists on the stability of its taste and quality to meet the basic consumption inertia. On the other hand, from promoting the sugar reduction and low saccharification of its beverage products, to the layout of sugar free tea drinks, to the Shuishen brand extending to the family health disinfection and sterilization protection, Wangwang is trying to re-establish a healthy connection with a new generation of consumers with a low-cost product matrix.

Want Want Sugar Free and Low Sugar Beverages (Partial)

This dual track approach of stability and iteration reflects the rationality of an established enterprise in the face of the tide of the times, not blindly following concepts, but finding the most suitable balance point between respecting historical assets and adapting to new trends.

Exploration of Product Dimensions: Health Value Added in Coffee Peel

In the exploration of overall health at Want Want, the beverage business managed by Want Want General Manager Cai Wangting and the offline Bond Cafe have presented extremely distinct innovative experimental colors. The current freshly made beverage market is a red ocean, with discounts and price wars almost squeezing the survival space of most brands. For Want Want, simply copying an ordinary coffee shop is obviously difficult to create enough differentiation.

The idea of Bond Coffee is to find new value space from the product itself. In traditional coffee processing, coffee peels, which account for about 60% of the fruit weight, are often discarded as by-products. However, in the field of food science, coffee peels are rich in the natural active ingredient chlorogenic acid, which has clear functional benefits in antioxidation, promoting metabolism, and assisting blood glucose management. Through the ice drop extraction process, Bond Coffee extracts Yunnan coffee skin and combines it with high-quality gold medal coffee bean freshly ground coffee liquid to create a coffee skin coffee with high antioxidant, low irritation, and metabolic benefits. It not only meets the daily drinking needs, but also further attempts to add more health value to coffee, precisely targeting the contemporary young people's health demands of both refreshing and burden free.

Bond Coffee Peel Coffee

This path of relying on technology and research and development to give products healthy added value is a typical manifestation of Wangwang avoiding low price competition and attempting to obtain premiums through quality and functionality. Through cross-border cooperation with gas stations, community smart gyms, and other platforms, the product will be directly promoted to the travel and fitness population in embedded scenarios. Since opening its first store in August 2024, Bond Coffee has quietly surpassed 100 offline stores.

Bond Cafe

Objectively speaking, today's Wangwang has not completed the ultimate answer to the transformation towards a healthy lifestyle. In a vast system, how to ensure the sustained and stable revenue of old products, and how to make the healthy selling points of new products form long-term repeat purchases, are still long-term issues that Wangwang needs to face.

However, in the long history of fast-moving consumer goods in China, there are only a few brands that can span 60 years of development. A company that is willing to constantly iterate for the times and consumers demonstrates strong business resilience. With the continuous promotion of the health strategy, we have reason to expect that this national brand, which carries countless childhood memories, will continue to radiate new vitality and energy for a long time to come.

(Source: Rizhao News Network. This website reposts this article to provide readers with more information and information. The content does not constitute investment or consumption advice. If you have any questions about the facts of the article, please verify with relevant parties or contact this website. The views of the article are not those of this website and are for readers' reference only.)