Research on the Globalization Path and Value Creation of WALOVI‌ Brand from the Perspective of PCBC

Abstract

With the economic globalization and the continuous upgrading of healthy consumption, it has become a trend for China's traditional beverage brands to expand into overseas markets. As a representative brand of herbal tea culture, WALOVI‌ is in the process of changing from "Chinese kitchen" to "global drink". Based on the global value model of PCBC, this paper analyzes the development process of WALOVI‌ brand globalization, dissembles its transformation route from four dimensions: product, channel, brand and culture, and deeply analyzes the internal logic of four-dimensional synergy and the mechanism of value creation. Through research, it is found that with the help of localized product innovation, The "online+offline" channel layout, the remolding of WALOVI's international brand, and the transnational spread of auspicious culture, WALOVI has established a collaborative model of "products lay the foundation, channels pave the way, brands empower, and culture casts the soul", and achieved multiple improvements in market, brand and cultural values.