Recently, many distributors and industry professionals have focused on Jinan, Shandong, where a new product launch event that could ignite the market is about to be held—the Hao+1 Super New Product Launch. Hao+1 is well-known to many distributors; Liaocheng Haojiayi Bio-Dairy Co., Ltd. is a renowned enterprise in Shandong Province. For beverage distributors, planning in 2020 is extremely tense. In previous years, distributors would have already completed new product selection and ordering conferences by this time, and begun planning for the terminal market. The sudden pandemic pressed the pause button on all this. It wasn't until early April that most beverage companies gradually got back on track. However, rising temperatures are not affected by the pandemic, and the peak season for beverages is imminent, leaving distributors with increasingly less time to make selections. The purpose of business is to have sustained healthy profits, and the foundation of profit is that the products operated must have product logic. So how can beverage distributors make the right product selections in limited time? Today we recommend the One Piece series products launched by Haojiayi Bio-Dairy Co., Ltd. -01- Product Logic One: IP Empowerment Makes Products Easier to Sell Distributors must understand a principle: In today's homogeneous product market, to sell faster, you need brand empowerment; to strengthen brand power, you must brand IP-ify. What empowers IP? High-quality content. Super content brings super IP, super IP empowers super brands, and super brand power inevitably leads to super sales. One Piece, a comic masterpiece, has influenced an entire generation of post-90s. The author interviewed several post-90s around office buildings, and the general conclusion was: "One Piece has a great influence on us post-90s. What we need to learn is not purely sports or hot-blooded anime, but anime that deeply reveals the meaning of friendship, trust, commitment, partners, dreams, and beliefs in life. It guides and encourages us post-90s. If a product has 9 character images on its packaging to cheer for dreams, it can evoke childhood dreams and impulses, and we would definitely buy it." Distributor friends: An extremely high-quality product, in addition to super quality, must also have an element called 'sentiment.' You may not understand this comic sentiment yourself, but you must lock onto the sentiment of the post-90s, who are the main consumer force in society. With sentiment, there will be resonance; with resonance, there will be super spread. This is the product's selling power. Only such product logic can truly solve your operational worries. -02- Product Logic Two: Products Give Distributors' Business Wings The purpose of distributors' operations is profitability. Taking on more products is not directly related to profit, but optimizing product structure can be. When selecting products to represent, distributors should study their product structure. The One Piece series products launched by Haojiayi Bio-Dairy Co., Ltd. include:
One Piece Sparkling Water;
One Piece Fruit Tea (bottled & cupped);
One Piece Energy Drink (bottled);
One Piece Energy Drink (canned);
One Piece Coffee;
Ling Tang Jun One Piece Probiotic Drink. These can meet the following needs of distributors' self-operated product structure: a. Seasonal Complementarity: If your products peak in winter, choose products that peak in summer to balance your profits. The One Piece series drinks are undoubtedly the best choice. b. Channel Complementarity: The market capacity distributors serve is limited, so cover all channels in your market with as many products as possible. The category differentiation of the One Piece series is undoubtedly the best choice. c. Item Complementarity: New items in the One Piece series, such as sparkling water, fruit tea, and coffee, are beneficial supplements to distributors' existing product items. d. Target Consumer Lock-in: Consumer stickiness, also known as consumer loyalty, refers to the psychological dependence and behavioral pursuit of a brand because the product meets consumer needs, thereby achieving spread and repurchase. One Piece has developed a special gift box for core fans, containing 10 large can designs with high-end hot stamping technology, meeting fans' need to collect product designs in one go, firmly locking in the hundreds of millions of One Piece fans. -03- Product Logic Three: Mainstream Price Band Makes Products Easier to Purchase
The 5-6 yuan era for beverages has arrived. It's not hard to find that new beverages target young consumers, who have four characteristics:
1) Concept of advance consumption, target customers of credit cards/Huabei;
2) Willing to try new things and accept new concepts;
3) Seek to be unconventional and different, and willing to pay for it;
4) Age structure mainly post-90s.
Along with this, beverages in the 5-6 yuan price band have sprung up like mushrooms, accelerating the 5-6 yuan band becoming the mainstream price band. This is a trend and a fact already in front of consumers.
The suggested retail prices of the One Piece series products (except coffee) are all within the mainstream price band, allowing target consumers to balance quality and face, making choices easier.
-04- Product Logic Four: Categories Should Be in the 'Windfall' Period 1. One Piece Soda Sparkling Water: The soda sparkling water category is bound to be popular in 2020. In May 2019, Yuanqi Forest launched sugar-free 'Qi' sparkling water with great success, officially firing the first shot to ignite the trend. According to Kantar Consumer Index data, from 2017 to 2018, the sparkling water market sales growth rate was as high as 36.9%, and in the future, the expansion speed of sparkling water will continue to maintain high growth. At the same time, a Nielsen research report pointed out that in 2020, sales growth rate data for beverage subcategories shows that ready-to-drink soda sparkling water and other FMCG products focusing on 'low sugar, health' are showing rapid growth. One Piece Soda Sparkling Water focuses on '0 sugar', '0 fat', '0 calories', cheering for health. The packaging features 9 character images to cheer for dreams. Flavors include white peach, coffee, perfume lemon, and Japanese cucumber, which not only conform to mainstream sparkling water flavors but also meet consumers' personalized needs. 2. Ling Tang Jun One Piece Probiotic Drink: Adding points for health. The pandemic during the Spring Festival has deeply strengthened consumers' health awareness. 'Strong health awareness has changed people's purchasing habits for food and beverages. 83% of Chinese consumers will actively adjust their diet to prevent health diseases, 13 percentage points higher than the global average. They also pay more attention to healthy food and beverages and are more willing to consume.' In addition, 79% of consumers pay attention to the ingredients of food and beverages they consume, and 82% are willing to pay more for products with safe ingredients, far higher than the global average (68%). In the Chinese market, products with 'low sugar, health' attributes are even more powerful. Riding the trend, Ling Tang Jun One Piece Probiotic Drink's '0 sugar' and 'immunity-boosting' features bring accompanying dividends. 3. One Piece Coffee: The industry trend is that in the short term, demand will rebound strongly, and in the long term, there is still huge potential. Since 2019, coffee has undoubtedly been the hottest cross-border product. Especially recently, under the influence of Luckin Coffee's 2.2 billion fraud incident, the coffee industry has attracted particular attention. Looking at the Chinese coffee market, first, internet coffee represented by Luckin has been expanding territory, and then new tea beverage brands like Heytea and Naixue have launched coffee products. Not only that, even Coca-Cola and Nongfu Spring have successively crossed into the coffee market. Even convenience stores, bookstores, and clothing stores are following the trend and selling coffee! All signs indicate that the coffee category is rapidly rising. One Piece Silky Latte Coffee Drink selects imported milk sources, adds imported coffee beans, contains no sucrose, has super silkiness, and is smooth and memorable. 4. One Piece Energy Drink (bottled & canned): Energy drinks are a very successful category globally, and the growth rate is still very fast. The main reason is that energy drinks are a good solution for consumers' fast-paced lives. At the same time, this category has gradually transformed from the concept of energy to the concept of invigorating vitality, and can meet consumers' emotional needs and needs for self-worth realization. One Piece Energy Drink (canned) specially adds Australian patented polyphenol, green tea powder, polyphenols, and American guarana extract, providing more energy and firmly locking onto the needs of post-90s target consumers. 5. One Piece Fruit Tea (bottled & cupped): In recent years, with the continuous fission of consumer groups, the beverage industry has entered a new historical development stage. Brand landscape reshuffling, industrial structure reorganization, and consumption model upgrading have become notable features of this stage. In terms of specific categories, carbonated drinks have declined significantly, juice drinks are lukewarm, and fruit tea drinks with light taste are gaining full momentum. One Piece Fruit Tea has two flavors: honey peach oolong and grapefruit jasmine. It selects high-quality raw materials, extracts tea leaves, adds fruit juice, and uses aseptic filling to ensure the original taste. Packaging comes in both bottled and cupped forms, making distributors' existing channels more abundant. Summary: A product must have craftsmanship, quality should be the best, and the item should be in the 'windfall' period to go with the trend. Distributors should also think more when selecting products and never go against the trend. The One Piece series products launched by Haojiayi Bio-Dairy Co., Ltd. have achieved one series with five categories, and each category is in the current industry's 'windfall' period, meeting the operational needs of different distributors. This is truly commendable. -05- Product Logic Five: Under the Big Tree, You Can Enjoy the Shade A strong enterprise, thirty years of only making good products. The company was founded in 1981, with a history of over 30 years. It has honors such as 'Shandong Famous Brand', 'Shandong Province Famous Trademark', and provincial agricultural industrialization 'leading enterprise'. It has obtained organic product certification, green food certification, quality management system certification, food safety management system certification, and other certifications. Since its establishment over 30 years ago, Haojiayi has formed a product matrix series including plant protein, probiotics, fruit juice, and functional drinks. It has flagship products such as Haojiayi Craftsmanship 10-Year Walnut Milk, Peppa Pig Probiotic Drink, One Piece Functional Drinks, and You Xiaojun Hawthorn Juice. In 2015, Shanghai You Xiaojun Food Co., Ltd. was established, marking the official entry into the young consumer market. In 2017, it invested heavily to introduce the most advanced aseptic cold-filling production line, demonstrating the enterprise's attitude of carrying quality to the end. It achieved whole-process production in an aseptic environment, with low-temperature filling at 19 degrees, maximizing the retention of product nutrition and taste, giving consumers an ultimate visual and taste experience. In 2018, it introduced six major IPs: Peppa Pig, One Piece, Paw Patrol, Octonauts, Chuggington, and Story of Yanxi Palace, building an IP industry ecosystem. Multiple super products gather, all at the Hao+1 Super Launch Super product power, super appearance power, super selling power Super IP power, super traffic power, super spread power Distributors, what are you waiting for? Hurry up and call for consultation April 25, 8:00 PM, we'll be there! Tips will be paid 400-2000 yuan once adopted.