Summary of Key Points
Wangwang’s two main products—rice snacks and Wangzai milk—have faced growth challenges in recent years: revenue from rice snacks has barely increased, while Wangzai milk is caught in “stalemate competition” (where the market size is no longer expanding, and companies can only compete for existing customers). Consumers are calling for reduced sugar content, not to abandon the flavors associated with their childhood memories, but rather to enjoy sweetness without worrying about their health.
Why Have Wangwang’s Two Key Products Lost Their Appeal?
Let’s start with rice snacks. Classics like snow cakes and Xianbei have been on the market for decades, and the market is already saturated; most people who would buy them have already done so, and new users are being attracted to healthier snack options (such as nuts and low-calorie biscuits), leading to nearly stagnant revenue growth. As for Wangzai milk, this “childhood staple” is now facing “stalemate competition”—there are only a limited number of people in the market who still drink it, making it difficult to attract new customers. Additionally, there are an increasing number of similar sweet milk products (from other brands), all competing for the same consumer base, resulting in weak growth.
When Netizens Say “Reduce Sugar,” They Don’t Mean They Want to Lose the Old Flavors
When netizens ask for less sugar, they don’t want Wangzai milk to become tasteless. Instead, they are more concerned about their health. For example, a bottle of Wangzai milk contains approximately the equivalent of 10 cubes of sugar (the exact amount may vary, but it is indeed high), and excessive consumption can lead to weight gain or high blood sugar levels. However, people still miss that “sweet, comforting feeling” from their childhood, so they want a way to enjoy sweetness without the health concerns.
Wangwang’s Dilemma: Change or Not Change?
If Wangwang decides to reduce sugar content, it may face two issues: first, will old customers feel that the flavor has changed and it’s no longer what they remember? After all, many buy it for that familiar sweetness. Second, younger consumers (especially those born in the 1990s and 2000s) who are more health-conscious might turn to lower-sugar or sugar-free alternatives. It’s like trying to balance retaining existing fans while attracting new ones—a difficult task.
Reducing Sugar Is a Major Trend in the Industry
The entire food and beverage industry is moving towards healthier options: there are sugar-free versions of cola,奶茶 shops offer options with reduced sugar content or no sugar at all, and even candies now come in low-sugar varieties. Consumers are becoming more sensitive to sugar, and products that remain high in sugar will gradually be phased out by the market. If Wangwang wants to continue to be successful, it must either launch a sugar-reduced version of Wangzai milk or reduce the amount of oil, salt, and sugar in its rice snacks while maintaining the original taste. This is not an optional decision; it’s a necessity.
Conclusion: The Childhood Flavor Needs to Be “Upgraded,” Not Abandoned
The calls from consumers actually point the way for Wangwang: the goal is not to destroy childhood memories but to make those flavors more in line with modern times. For instance, Wangzai milk could retain its classic packaging and taste but lower the sugar content, while rice snacks could be made with less salt and oil to be more health-friendly. This would allow the company to retain its loyal customer base while meeting the health needs of new customers. After all, who doesn’t want both sweetness and health?