-01- The Creative Persistence Behind the Internet-Famous Brand Emerging at the end of 2017, Hankou No.2 Factory became an internet sensation in March 2019 with its confessional cherry blossom soda, "Love Soda." Launching a new product every 30 days and covering the national market within 90 days, the brand is projected to reach a market scale of 300 million yuan in 2019. Within three months of its Tmall debut, it won the Most Consumer-Favorite Award, making it a rising star in the carbonated beverage industry over the past two years. Using original glass bottles with metal screw caps, each design is distinct yet carries a strong No.2 Factory imprint. By replacing sucrose with fruit juice, the brand ensures an optimal balance of taste and calories. As a startup, Hankou No.2 Factory has taken every step with thoughtfulness and creativity, closely tied to the vision and persistence of its creators. Hankou No.2 Factory is a brand under Wuhan Hengrunshi Operation Management Co., Ltd., but it is not the company's first brand. As early as 2015, Hengrunshi secured an old building in the bustling Hankou district of Wuhan, restoring and transforming it into an innovative and influential lifestyle complex. To this day, it remains one of the most beloved fashion landmarks for young people in Wuhan. Focused on developing consumer products and emerging consumption formats, Hengrunshi insists that brand managers should first be excellent consumers before being professionals. Rather than merely thinking about how to satisfy the market, they consistently consider what they themselves want as representatives of consumer opinions, influencing and leading industry trends. Hankou No.2 Factory is gaining momentum, but Hengrunshi is already brewing a new brand. The new brand will still focus on beverages, but its product categories, brand positioning, and target audience will differ significantly from Hankou No.2 Factory, presenting a fresh new look. From November 12 to 14, Hengrunshi will unveil its new brand, Parallel Universes, at FHC (the 23rd Shanghai International Food, Beverage, and Catering Equipment Exhibition), bringing a major surprise.
-02- New Brand Launch, Offering a New Industry Proposal Hengrunshi's new brand, Parallel Universes, draws its concept from physics. In physics, a multiverse is a collection of infinite or finite possible universes, each of which is called a parallel universe. The world is like a multiverse, and individuals within it are like parallel universes—beyond commonalities, everyone has their own uniqueness. Although its existence has not been scientifically proven, the concept of parallel universes has always resonated within everyone's mind. The "small universe" we often speak of is the self—each person is unrepeatable and irreplaceable. The "big universe" represents infinity, embodying our values of inclusivity and respect for all. Using "Parallel Universes" as the name for a trendy beverage brand suggests that Hengrunshi aims to encourage the attitude of boldly expressing one's true self. The products under this brand are sure to emphasize individuality, with out-of-this-world creativity. It is reported that Parallel Universes will feature two series of beverages, which Hengrunshi defines as lifestyle drinks. Beyond appearance and taste, these products reflect consumers' increasingly personalized and defined aesthetic concepts and life attitudes.
-03- Parallel Universes: Targeting the Female Market, a Creative Trio of Concept, Flavor, and Design for Differentiation The first series is the brand's namesake—the Parallel Universes Low-Alcohol Flavored Cocktail Series, alcoholic beverages tailored for young urban women. With the shift in women's lifestyles and value orientations, low-alcohol beverages that cater to their taste preferences and social needs have been on the rise in recent years. The Parallel Universes Low-Alcohol Flavored Cocktail Series is positioned as "a girl's first bottle of alcohol," targeting women aged 18-36 who have certain drinking habits or curiosity about alcohol. They generally have strong aesthetic needs and adhere to their own lifestyle choices. This bottle is not for social obligations or peer pressure; it is about genuinely following one's heart, wanting to experience the taste of entering a new stage of life—a marker of growth. The three cocktail flavors use three widely recognized national flavors as a base, with interesting twists. Peach Oolong Tea Gin Flavor (3% ABV), Lychee Rum Flavor (3% ABV), and Chocolate Popcorn Whiskey Flavor (9% ABV) stay within consumers' acceptance range while leaving ample room for imagination—never boring. Parallel Universes Flavored Cocktail Series: Peach Oolong Tea Gin Flavor Parallel Universes Flavored Cocktail Series: Lychee Rum Flavor Parallel Universes Flavored Cocktail Series: Chocolate Popcorn Whiskey Flavor This series adheres to Hengrunshi's consistent principle of using natural ingredients, incorporating real fruit juice and blending with three world-class base spirits. Beyond rich fruit and chocolate flavors, it introduces popular international spirits in a softer way, giving young women who are "novice drinkers" a higher starting point for their drinking experience. The two alcohol levels not only better match the flavors but also offer consumers more choices.
-04- Wind, Forest, Fire, Mountain: Pursuing Extraordinary Aromatic Sparkling Water The second series, the Wind, Forest, Fire, Mountain Flavored Sparkling Water Series, offers a new proposal for the emerging sparkling water sector and urban consumers who prioritize quality of life and health. The product concept comes from the "Military Strategy" chapter of The Art of War: "Swift as the wind, gentle as the forest, fierce as fire, immovable as a mountain." These four phrases also serve as the names of the four products in this series. These are four strategies, but also four moods, four personalities, and four different color imageries, positioned for those with high aspirations, career success, clear personas, and a pursuit of individuality and self. Hengrunshi believes that different people will have their own interpretations of these four names; rather than dictating meaning, they let consumers experience it for themselves. Beyond the unique names and concepts, the flavors of the Wind, Forest, Fire, Mountain series are also worth savoring. All four sparkling waters have a Light level of carbonation, which provides a burst sensation in the mouth without being overly stimulating—the most balanced and widely accepted carbonation level. The flavors range from plain to rich, gradually intensifying. Unlike common fruit-flavored sparkling waters, Wind, Forest, Fire, Mountain innovatively uses natural plant spice extracts, employing internationally leading beverage R&D concepts and cross-industry creativity to pioneer the concept of aromatic sparkling water, promising strong performance in both mass channels and bars. "Swift as the Wind" is a plain sparkling water, suitable as a base for specialty drinks and cocktails at home or in bars. Enjoyed with ice and lemon, it offers a layered, premium taste. "Gentle as the Forest" is a flavored tonic water. The innovative combination of pine needles and sweet basil presents a fresh flavor reminiscent of a forest after rain, ensuring the unique taste of tonic water while being low in sugar, so you can drink more without guilt. "Fierce as Fire" is zero sugar, zero fat, and zero calories, making it very healthy. The combination of bergamot (citrus) and chili offers an elegant aroma and taste. "Immovable as a Mountain" is a breakthrough R&D achievement. This product innovatively adds Falernum, a ginger-flavored syrup from tropical and Caribbean regions, with core ingredients including ginger, roasted almonds, lime, and vanilla. It comes in both alcoholic and non-alcoholic versions; this sparkling water uses the non-alcoholic Falernum. Falernum was created in the 18th century but was officially named around 1930. Unlike typical ingredients, Falernum has more layers: the freshness of lime, the sweetness of roasted almonds and vanilla, and the spiciness of ginger and allspice, giving the sparkling water an extraordinary depth. This is also the first time the somewhat mysterious and niche Falernum syrup has been used in bottled beverages. The Wind, Forest, Fire, Mountain series, with its complex spice and fruit flavors, also pairs well with various spirits for a distinctive taste experience. In addition to product flavors, Hengrunshi, which pursues "appearance is justice," has redesigned the bottle shape for the Parallel Universes series. The 255mL glass bottle with a metal screw cap is ergonomic and comfortable to hold. The droplet-shaped design at the bottle mouth and the wax seal imprint of the double-faced logo convey a sense of sophistication and individuality. Whether it's the strongly anime-style Parallel Universes Flavored Cocktail Series or the refined and understated Wind, Forest, Fire, Mountain Flavored Sparkling Water Series, both present a new proposal full of differentiation and higher aesthetic appeal. Hengrunshi believes that compared to Hankou No.2 Factory, which is youthful, joyful, sweet, and trendy, Parallel Universes emphasizes respect for individuality and self. Because the brand that respects individuality the most is the most individualistic, Parallel Universes and Hengrunshi are eager to introduce every uniqueness to the universe. It is reported that Hengrunshi has introduced strategic investor QinQin Foods, completing its early capital layout. Source: New Consumption Insider Tips will be paid 400-2000 yuan upon adoption. Click "Read Original" to join Parallel Universes with one click.