王品：在中国大陆的多元化战略取舍

This case outlines the strategic development of Wowprime in the Chinese mainland market over a 20-year period while also highlighting the entrepreneurial journey of Wowprime in Taiwan. During the first decade of its entry into the mainland market (2003-2012), Wowprime primarily focused on developing the brands introduced from its Taiwan headquarters. Among them, only Wang Steak and Tasty survived. In 2012, the company adopted a multiple-brand strategy with the ambitious goal of owning 1,000 restaurants in the Chinese mainland by 2022. Consequently, it expanded into Japanese, Cantonese, and Sichuan-style cuisines, Chinese fast food, hotpot, and more. However, after another decade of competing directly with mainland counterparts, Wowprime found itself with just 121 restaurants in the region, far short of its expectations. In early 2023, Ying Meihui, Director of Wowprime Group and Business Development Center GM of Wowprime China, along with her colleagues, debated the company's future development path. To establish itself as a leading F&B services brand in the Chinese mainland, what direction should Wowprime take? Should it continue to develop both Chinese and Western cuisine businesses, or should it shift its focus back to the Western cuisine business? Additionally, was it necessary to invest in lower-tier markets for Western cuisine?