According to media reports, PepsiCo and Celsius Holdings, the maker of the US energy drink brand CELSIUS (Chinese name: 燃力士), announced a definitive agreement to establish a long-term strategic distribution arrangement. Concurrently, PepsiCo will make a net cash investment of $550 million (approximately RMB 3.7 billion) in Celsius Holdings, representing about 8.5% ownership. The strategic partnership is expected to accelerate growth for both companies globally. So, what exactly makes CELSIUS (Chinese name: 燃力士), a US energy drink brand, so appealing that it has won the favor of an international beverage giant? 01 Meet the Health Beverage Expert CELSIUS燃力士

  1. CELSIUS was born in 2005, invented by US vitamin industry experts. Since its launch, CELSIUS has become a "black tech" beverage endorsed by fashionistas and fitness enthusiasts due to its health attributes and rich flavors. According to a clinical study published earlier in the Journal of the International Society of Sports Nutrition, CELSIUS can effectively burn up to 93% more fat, improve heart function by 62%, and enhance endurance by 32%. Each can consumed burns an additional 100 calories. In the fitness circles of Europe and the US and on Instagram, CELSIUS has long been a viral product in everyone's hands. In 2015, CELSIUS was praised by Forbes magazine and received the "Best Nutritional Supplement Award," becoming a "must-have" health beverage. Within just a few years, it has won multiple global beverage awards, including being named "Innovative Leading Fat-Burning Beverage" by Forbes in 2015. In 2017, Celsius Holdings was listed on the NASDAQ in the US. Subsequently, CELSIUS expanded into the Asia-Pacific market, exclusively authorizing Qifeng Food Technology (Beijing) Co., Ltd. to operate the CELSIUS product line in mainland China. From 2019 to the present (four years), CELSIUS has signed William Chan as brand ambassador, advocating a self-disciplined and positive healthy lifestyle.
  2. CELSIUS is the creator of new health value. CELSIUS features a unique "green tea + guarana + ginger" formula that ignites metabolism, and contains nutrients such as Vitamin B6, Vitamin C, Niacin, Pantothenic Acid, and Taurine. Zero sugar, zero fat, zero calories is just the basics; "Less Calories, More Vitality" is the unique value CELSIUS brings to consumers.
  3. Innovative and leading flavor development meets market demand. To meet market demand, CELSIUS adopts a complex multi-flavor matrix, boldly incorporating international flavor trends. This year, it launched Passionfruit Pineapple and Cherry Pomegranate flavors, which have been well received, breaking the monotonous flavor landscape of similar canned beverages. According to a Markets and Markets report, the plant-based beverage market was valued at $11.16 billion in 2017 and is projected to reach $19.67 billion by 2023. Meanwhile, authoritative data shows that from 2011 to 2019, the compound annual growth rate (CAGR) of functional beverage retail sales in China reached as high as 16%. Among them, sugar-free and low-sugar beverages saw a CAGR of 28%, ranking first in growth. CELSIUS combines these three major attributes: plant-based, unique benefits, and health beverage properties, integrating elements from three high-growth categories, making its future development immeasurable. 02 The Beverage Market is Changing Rapidly, How Does CELSIUS Break Through the Sales Bottleneck? 1. Clear positioning of target consumers CELSIUS entered the Chinese market with the core product benefit of "Less Calories, More Vitality," targeting young people who pursue exercise, health, and refined living. Since its inception, the brand has adhered to the philosophy of "Scientific Exercise + Reasonable Diet + CELSIUS," using the communication strategy of "Daily CELSIUS, Feel Light After Burning" to engage young people, focus on vertical scenarios, and continuously meet their needs. 2. Deeply binding to the "Less Calories, More Vitality" demand scenarios CELSIUS continuously conducts brand communication, consumer cultivation, and marketing activities in four major scenarios: "Exercise & Fitness, Office Focus, Fun & Gatherings, and Self-Driving Travel." In 2022, it broke through circles through a youthful metaverse virtual ecosystem, co-branding with Tencent QQ Dance IP, signing virtual spokesperson Xing Tong, creating trendy topics, and opening new communication paths with young consumers. 3. Creating immersive experiential interaction scenarios Collaborating with platforms and projects such as KEEP, DMS, and Spartan Race, CELSIUS conducts diverse marketing activities, creating experiential interactive scenarios and continuously injecting new energy into the brand. People in the FMCG industry know that without distribution, there is no sales; without sell-through, there is no distribution. Besides basic sales execution at the retail level, the three key factors affecting sell-through are: clear consumer positioning, precise entry into consumption scenarios, and continuous investment in consumer cultivation and marketing energy. CELSIUS spares no effort in these areas, striving for excellence. In terms of flavor and packaging development, CELSIUS uses "slim cans" aluminum cans with a fresh and bright design style, combined with popular compound fruit flavors, offering consumers more choices distinct from other beverages. In marketing, CELSIUS leverages entertainment marketing, content marketing, and experiential marketing to win the favor of more young consumers. 03 2022 Chengdu Sugar & Wine Fair CELSIUS Awaits You To bring more convenient product choices to consumers, CELSIUS invests significant resources annually in national market development. During the 2022 Chengdu Sugar & Wine Fair from November 8-12, we sincerely invite distributors and channel partners to visit "2022 Drinks SHOW · Innovative Beverage Exhibition, Booth: First Floor C12." Location: Crowne Plaza Chengdu City Center. At the venue, in addition to "slim can" canned products, visitors can also see more series products. Investment Hotline: 400-061-0101 Scan to add CELSIUS Enterprise WeChat, choose products and the future, seize opportunities ahead of others!