---
title: "Good Products Attract Good Partners: The Mutual Commitment Between Xiangpiaopiao and Distributors Under Long-Termism"
description: "In the fully competitive beverage industry, distributors are more concerned with finding products that ensure long-term profitability than with a lack of options. At the 110th Spring Sugar and Wine Fair, Xiangpiaopiao's Meco cup fruit tea and Lanfangyuan frozen lemon tea stood out for their consistent quality, brand reputation, and channel policies, earning recognition from both new and existing distributors and forging a new brand-distributor partnership."
author: "青山依旧"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2024-03-24"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ew8hYL1HnL08AMM_EOWROQ"
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# Good Products Attract Good Partners: The Mutual Commitment Between Xiangpiaopiao and Distributors Under Long-Termism

> In the fully competitive beverage industry, distributors are more concerned with finding products that ensure long-term profitability than with a lack of options. At the 110th Spring Sugar and Wine Fair, Xiangpiaopiao's Meco cup fruit tea and Lanfangyuan frozen lemon tea stood out for their consistent quality, brand reputation, and channel policies, earning recognition from both new and existing distributors and forging a new brand-distributor partnership.

When the beverage industry enters a stage of full competition, amidst the myriad of ready-to-drink (RTD) products, beverage distributors are less worried about a lack of products than about how to secure good products that can generate long-term profits.

With the conclusion of the 110th Spring Sugar and Wine Fair, a batch of "good products" that have withstood the test of the market and distributors have emerged. Xiangpiaopiao's Meco cup fruit tea and Lanfangyuan frozen lemon tea continue to deliver stable product quality, brand reputation, and channel policies, earning recognition and loyalty from many new and existing distributors, and writing a new chapter in brand-distributor partnerships.

**"RTD Twin Dragons" Ignite Spring Sugar Fair**
**Long-standing Affection from Major Beverage Distributors**
Xiangpiaopiao's years of consistent channel cultivation have received a warm market response.

At the bustling Spring Sugar Fair, the Lanfangyuan frozen lemon tea booth, with its Hong Kong-style flair and fresh visuals, and the Xiangpiaopiao Meco cup fruit tea booth, vibrant and youthful, became the most popular and eye-catching exhibits. Many "old partners" and "new partners" flocked to these two hit product booths for sincere and in-depth exchanges.

A major beverage distributor from Hunan noted that this is his fifth year representing Xiangpiaopiao. Since the launch of Meco cup fruit tea, his deepest impression is that the product's **clear differentiation from similar RTD products means it sells well at the terminal, and following it has indeed been profitable**. Additionally, Xiangpiaopiao's **determination in the RTD sector is firm, with long-term stability in product, channel, and other investments**, which is reassuring.

Beyond the long-term companionship of "old partners," this Spring Sugar Fair also attracted attention from a new generation of distributors.

Mr. Wang from Fujian, a second-generation distributor who took over his parents' business and attended the fair for the first time to select products, believes as a post-90s he understands young people better: "Young people today care more about emotional consumption, wanting products that taste good, look good, and offer value for money. I've learned that **Xiangpiaopiao's RTD products launched in recent years are distinctive, tapping into the new trends of youth, health, and great taste, with promising prospects.** Particularly impressive is Lanfangyuan frozen lemon tea, a classic bestseller that was an instant hit upon launch, topping sales charts on multiple e-commerce platforms. I personally love this authentic Hong Kong-style lemon tea, and I'm here mainly to visit, negotiate, and sign contracts."

**In an Era of Product Oversupply**
**The Logic Behind Xiangpiaopiao's Popularity Among Distributors**
In today's market dominated by young consumers, the market offers vast opportunities for beverage brands but also intense competition, leading to a proliferation of homogeneous products. Full-scale product competition inevitably triggers severe price wars, and many beverage distributors feel that business is getting tougher, with returns not matching efforts, causing anxiety.

Thus, in an era of product oversupply, distributors face three major pain points: **difficulty in selecting products, difficulty in making profits, and difficulty in achieving growth**.

With years of brand accumulation, Xiangpiaopiao has targeted the RTD track, **anchoring on small niches with large market potential, finding a differentiated path to survival. Through solid product strength, broad market space, and the backing of a major platform, it has established a foothold and earned a good reputation in the fiercely competitive market, while also providing distributors with better product choices and helping them solve the entire chain of pain points from selection to profit to growth.**

**First, selecting the golden track.** RTD products are a hot track in the tea beverage market in recent years. According to Ipsos China's "2023 Consumer Insights Analysis of Packaged RTD Tea and Plant-Based Beverages Market," the RTD tea market has been expanding steadily, with a projected compound annual growth rate exceeding 10% over the next five years, leading the beverage category.

Xiangpiaopiao's Meco cup fruit tea, in RTD form, targets the youth-favored fruit tea market, carving out a second track beyond the booming freshly made tea shops, establishing its positioning as **"the second choice beyond tea shops,"** making the track more vertical and distinctive.

Meanwhile, Lanfangyuan frozen lemon tea targets the popular lemon tea track, inheriting Hong Kong's intangible cultural heritage tea brewing techniques to create **"classic, authentic" Hong Kong-style lemon tea**, finding a differentiated path in the competitive lemon tea market.

Data shows that Meco cup fruit tea was well-received by young consumers upon launch, surpassing 1 billion yuan in sales within its first year. Another RTD product also performed impressively: in the first half of 2023, Lanfangyuan frozen lemon tea saw a 547% year-on-year increase in overall sales, with online channels up 235%, making it a hit RTD product generator.

**Second, adhering to product quality.** Whether it's Meco cup fruit tea's "real fruit juice, original tea leaves" or Lanfangyuan frozen lemon tea's selection of premium ingredients, using lime juice and blending with freshly brewed Ceylon black tea to recreate the classic authentic Hong Kong-style lemon tea taste, both demonstrate Xiangpiaopiao's strict control over product quality. **Product strength is always the primary driver of market consumption**, and Xiangpiaopiao clearly understands this.

**Third, leveraging a major platform to build solid strength.** Having a mature brand strategy is key to Xiangpiaopiao attracting distributors. It can be said that Xiangpiaopiao has accompanied the growth of the post-80s and post-90s generations, significantly reducing the cost of consumer education for new products.

A veteran distributor from Nanjing, Mr. Du, told New Distribution that to some extent, a major brand is a strong endorsement, signifying credibility and reliability, with ample financial resources and strong team service capabilities, better able to shield distributors from risks. This has been repeatedly proven over years of cooperation with Xiangpiaopiao. **The brand's enduring strength means that for him, Xiangpiaopiao is not just a brand but a symbol of an era.**

**Responding to the Extremely Competitive FMCG Environment**
**Xiangpiaopiao and Distributors Jointly Break Through**
In an industry where involution has become the norm, companies that overly pursue short-term traffic and sales, eager to make quick money, cannot sustain their brands, let alone empower distributors with continuous growth.

According to New Distribution, **Xiangpiaopiao has repeatedly stated publicly that the RTD segment is a long-term strategy the company will persist in, and on the RTD track, it will maintain its original aspiration and patience, making products with a long-termist spirit.**

**Proactively seeking change and innovation is the spiritual core of Xiangpiaopiao's business vitality and long-termism.** From instant to RTD, from Meco cup fruit tea to Lanfangyuan frozen lemon tea, and continuous product innovation, we see Xiangpiaopiao's determination to actively build a second growth curve, complete track transformation, and capture the market, as well as its tremendous efforts to ensure the continuity and longevity of its brand business.

**Persisting in the RTD track and maintaining product vitality are key to winning distributor trust.** In terms of terminal channels, Xiangpiaopiao is also striving for breakthroughs.

According to New Distribution, in the past two years, through cooperation with distributors nationwide, Xiangpiaopiao has achieved diversified channel layout, expanding into schools, restaurants, internet cafes, and other terminal channels, achieving precise and deep penetration of products into core markets.

Furthermore, to help distributors better open up sales channels, Xiangpiaopiao provides professional sales guidance, such as assisting distributors in implementing more effective terminal display methods.

Not only that, but to maximize brand penetration and provide strong word-of-mouth and image support for terminal sales, Xiangpiaopiao has also increased advertising investment, ensuring high-intensity exposure of product ads in elevators, buildings, and subways.

At the same time, it has closely cooperated with Hunan Satellite TV, sponsoring popular variety shows including "Chinese Restaurant 7," "Call Me by Fire" Season 3, and "Unlimited Graduation Ceremony," innovating brand communication channels and methods with young consumers, **strengthening target group mindshare through scenario integration, brand crossover, and experiential marketing**, maximizing consumer acceptance of the two flagship RTD products.

Xiangpiaopiao's innovations in product, channel, and marketing have greatly boosted business development, completely dispelled distributors' concerns about its RTD products, achieved significant expansion of the national distributor network, and won heartfelt "confessions" from distributor partners.

As the saying goes, "A strong wind tests the grass; a long road tests the horse's strength." The success of this Spring Sugar Fair is another testament to Xiangpiaopiao's adherence to long-termism.

According to New Distribution, **maintaining strategic focus on RTD will be a major feature of Xiangpiaopiao's overall business development in the future. Focusing on RTD, strengthening innovation, and maintaining greater resource investment will foster a strong and close connection between Xiangpiaopiao and its distributor partners.**

This commitment to building a mutually committed partnership, seeking common prosperity, may be one of the key reasons why Xiangpiaopiao, as a domestic brand, continues to win the favor of merchants.


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