Wowprimes's Brand Diversification Strategy

Soo-Hung Terence Tsai, Qiong Zhu, Yunlu Zhang, Jie Liu

Research output: Other contributionCase Studies


Wowprime plans to have 1,000 stores in the China mainland market by 2022. As of August 2016, the company, which had been in the Chinese market for 14 years, had only 149 stores and 5 brands. Case A mainly describes the development of Wowprime products in mainland China before the end of 2012, the key problems Wowprime encountered, and its limited strategic choices. Case B describes the company's brand diversification strategy in mainland China since 2013, corresponding capacity-building efforts, and challenges faced. Different strategic choices are bound to have different developmental results.
Original languageEnglish
Number of pages15
Publication statusPublished - 1 Oct 2018

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Case type

Field Case

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Published by

China Europe International Business School


  • Brand
  • Strategy
  • Multi-Brand
  • Diversification
  • China Market

Case studies discipline

  • Operations & Management Science

Case studies industry

  • Accommodation & Food Services


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