王品：在中国大陆的多元化战略取舍

This case presents the strategic development of Wowprime in the Chinese mainland market over a period of 20 years. It also provides information on the entrepreneurial background of Wowprime in Taiwan. During the first decade of its entry into the mainland market (2003-2012), Wowprime primarily relied on the brands introduced from its Taiwan headquarters. Only Wang Steak and Tasty survived. Wowprime implemented a diversified brand strategy in 2012, aiming to have 1,000 stores by 2022. Over the years, it introduced various cuisines, including Japanese, Cantonese, Sichuan, Chinese fast food, and hot pot. Despite fierce competition with other food and restaurant (F&B) peers in the mainland, Wowprime only managed to open 121 stores in the region, falling short of its target. In December 2022, Ying Mei-Hui, director of Wowprime and general manager of the mainland market, and her colleagues discussed the future of the company if it wanted to become a leading brand in the mainland F&B industry. They considered whether Wowprime should focus on the Western food market again or continue to serve both the Chinese and Western food markets. In addition, they should evaluate whether it was necessary to invest in the lower-tier Western food market.