---
title: "【原创】2015暖柜饮料全面分析 （附日本、香港案例参考）"
description: "Kenneth retail platform review. Last week (October 24) was Frost's Descent, basically autumn has come to an end, winter has arrived. After a 'cool summer' in 2015, beverage companies can only place their hopes on the remaining two months. Earlier, Ken conducted a simple survey on this platform among FMCG friends, and 50% of them were optimistic about this winter's performance. So what are the highlights this year? Let Ken show you! (Note: domestic observations use Shanghai as a reference; Ken knows that warm cabinet beverages also have many regional differences, and contributions are welcome.)"
author: "Kenneth"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-10"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/2015-aaba874a/"
markdown: "https://xinjignxiao.com/en/articles/2015-aaba874a.md"
original_source: "https://mp.weixin.qq.com/s/QZQffHGyllYtSoE2OHZhnQ"
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---

# 【原创】2015暖柜饮料全面分析 （附日本、香港案例参考）

> Kenneth retail platform review. Last week (October 24) was Frost's Descent, basically autumn has come to an end, winter has arrived. After a 'cool summer' in 2015, beverage companies can only place their hopes on the remaining two months. Earlier, Ken conducted a simple survey on this platform among FMCG friends, and 50% of them were optimistic about this winter's performance. So what are the highlights this year? Let Ken show you! (Note: domestic observations use Shanghai as a reference; Ken knows that warm cabinet beverages also have many regional differences, and contributions are welcome.)

Kenneth retail platform review
Last week (October 24) was Frost's Descent, basically autumn has come to an end, winter has arrived.
After a 'cool summer' in 2015, beverage companies can only place their hopes on the remaining two months.
Earlier, Ken conducted a simple survey on this platform among FMCG friends, and 50% of them were optimistic about this winter's performance.
So what are the highlights this year? Let Ken show you!
**(Note: domestic observations use Shanghai as a reference; Ken knows that warm cabinet beverages also have many regional differences, and contributions are welcome.)**
Introduction to this year's new warm cabinet products
**Uni-President Assam Little Milk Tea**
When it was launched in late September, convenience store pricing was in the ¥7-8 range; in mid-October, POSM with jumping cards and freezer stickers was added (the image is still from the cold cabinet), and then from October 28 to November 11, a direct promotion of two bottles for ¥11 was offered.
**Suntory 3 major new products**
Kenneth already introduced the three products in late September. For details, you can click the link below:
【First Look】A sneak peek at Suntory's 2015 winter new products and analysis
In detail,
  * Luo Han Guo is a new concept
  * Honey-scented Warm Orange is an extension of the Honey-scented series
  * Hazelnut latte coffee is also a flavor extension
As for the speed of launch, Luo Han Guo + Hazelnut latte entered the market earlier, while the Warm Orange SKUs also arrived in mid-October.
**Uni-President 【Ru Yin】 new flavors**
The Ru Yin series is very 'Chinese style' in both name and promotional materials. In addition to last year's 'Pear Good Sunshine', two new flavors were created for winter 2015: 'Ginger Warm Blossom' and 'Grapefruit See Happiness'.
**Hua Yu Man Tian**
Among several convenience stores, FamilyMart is the exclusive launch (but actually other supermarkets also have distribution). To be precise, Hua Yu Man Tian was already launched in 2014, but distribution was not very wide. Since FamilyMart still gave it a small sign for new products, I'll include it here.
Compared to ordinary milk tea, coffee, juice, and tea, Hua Yu Man Tian as a rose drink is very unique. The official introduction says it is extracted from 16 rare roses.
FamilyMart sells it for ¥9.9, not exceeding the psychological price point of ¥10.
**Vita series**
The Plant Sunshine series and classic Hong Kong-style milk tea in the picture are also the first time Ken has seen them in Shanghai, and distribution is not very wide.
Shanghai convenience store 2015 displays
Based on observations of several major convenience stores, I made a simple summary:
**FamilyMart**
One small detail is that FamilyMart wraps aluminum cans with cardboard.
Recently, all warm cabinet beverages at FamilyMart have a promotion of 20% off any two items (except Benwei Tea House; note the sticker has a typo, becoming Benwei Tea House).
Why doesn't Master Kong's sugar-free tea participate? Because they are doing... a ¥2 per bottle promotion!
The sticker in the lower right corner lists key products.
In today's FamilyMart picture, Uni-President Ru Yin's two SKUs have already entered.
**7-11**
I really like 7-11's open warm cabinets, with especially many SKUs, very rich, and convenient for selection. When hot drinks were launched, there were floor stickers guiding people to the warm cabinet (because the warm cabinet is not near the cash register, unlike other convenience stores).
**Some 7-11 stores also have 4 Japanese imported beverages (Dydo), among which the peach juice drink is promoted at ¥10, and others at ¥14.**
Lawson
In the front, we see Suntory's advertisement, but the problem is that out of 26 facings, only 6 are Suntory. Also, without pictures, I don't think customers would notice that the product is Suntory. Wouldn't it be more direct to put a product shot than the three characters 'Suntory'?
On the side of the freezer, we see Kirin's advertisement... but the freezer doesn't have their products.
**C-Store**
The cabinet size is similar to FamilyMart's, with products more biased towards coffee + milk tea categories.
**Alldays**
On the left is Master Kong's own warm cabinet (38°C), so it's all Master Kong products.
On the right is Alldays' small cabinet (actually it's also for Afternoon Milk Tea), which is mainly milk tea + coffee, but there's no Afternoon Milk Tea...
Next to the warm cabinet is also Kirin's advertisement, same problem: can't find your product...
**Kuaike**
There are quite a few unique products, especially Vita beverages. Coconut Palm and Want Want are also not regulars in Shanghai warm cabinets. The problem is: the display logic is really a mess, with duplicate products above and below, and I believe this is also a phenomenon in some Kuaike stores.
Reference examples from Hong Kong and Japan
Many warm cabinets in Japan are also open-style, but the problem is that they are quite hot.
On the right side of the picture, 'Kocha Kaden' and 'Ayataka' are both products of the Coca-Cola Company. I like both very much, but unfortunately they haven't entered the Chinese market.
(Note: The lower left is the private brand of Japan's FamilyMart.)
In addition to open-style, these door-type freezers have more glass and look cooler.
Smart blog readers may know this is from Hokkaido's Seico Mart. If you don't know Seico Mart, just search WeChat and you'll see many repetitive articles; the original author is unknown.
The most magical might be this cabinet: the top is hot, the bottom is cold. A double experience of ice and fire!
Minute Maid also has hot drink options.
Georgia coffee's packaging looks so handsome!
Besides convenience stores, Japan has many vending machines. For example, the Coca-Cola Company's vending machine below has more than half of its offerings as hot drinks.
Among them, my favorite is the red bean soup in the middle, which contains whole red beans.
Let's take a close-up, in case you don't believe this is a Coca-Cola Company product...
Another brand Ken really likes is Ito En; the bottom row is all hot drinks.
Suntory's vending machines also have 1/3 hot drinks.
Hong Kong's warm cabinets mainly feature local beverage giant Vita, with Vita soy milk and chrysanthemum tea, as well as Nestlé coffee.
Another highlight is the Japanese imported corn soup (juice).
Actually, what Ken misses most is this kind of Vita warm cabinet. In the past, at school tuck shops, holding a glass bottle was indeed very warm. (Image from Wikipedia.)
Are hot drinks safe?
Many posts online also say that hot drinks cannot be heated casually, and there are also many interviews with university professors. Most posts summarize the reasons as:
  * PET bottles may release plasticizers after heating
  * Even aluminum cans, because of the coating inside, may also release plasticizers
  * Some protein drinks may change in taste after heating (but not necessarily spoil)
Ken is not an expert in this area, so I dare not confirm where the risks are. But my view is:
  * Warm cabinets in Japan and Hong Kong are also very common in winter (vending machines), with very high temperatures, and plastic bottles are also very common. I estimate that some plastic bottles can be heated to a certain extent without problems.
But whether domestic hot drinks can reassure everyone still depends on everyone's integrity. Several convenience stores in Shanghai also put stickers on hot drinks to ensure they are not repeatedly heated for too long.
The following two pictures are products Ken purchased today:
**I hope the above materials can give**
**everyone a lot of inspiration!**
The above images are exclusively compiled by Kenneth
The photos were mainly taken in Shanghai, Hong Kong, and Japan
Industry insiders are welcome to reference and repost, but please indicate the source
**Please do not try to cut off the watermark and then turn the images into exclusive ones.**


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