Click to read the original article for details. As a leading Chinese dairy brand, Yili, with dairy at its core, is actively expanding into new categories. Recently, it was reported that Yili launched a coffee beverage called Sunrlas, marking its official entry into the coffee sector. The product is now listed on JD.com and Tmall. In terms of product design, the coffee features vibrant packaging with blue and red, and blue and yellow color schemes, catering to young aesthetics. The upper part of the bottle prominently displays the Sunrlas logo, along with the English name "sunrlas," which conveys the meaning of "coffee full of sunshine." The packaging style is likely to stimulate purchase desire among young people, suitable for various consumption scenarios such as studying, working overtime, and pairing with breakfast or lunch. It is understood that Yili Sunrlas coffee uses high-quality Arabica coffee beans and incorporates 100% imported New Zealand milk, resulting in a rich and mellow taste. It is noted that apart from Starbucks, which is priced above 15 yuan, no ready-to-drink coffee uses 100% Arabica beans, indicating that Yili Sunrlas is positioning itself against Starbucks. Sunrlas coffee comes in two flavors: Rich Latte and Toffee Caramel Latte, each with a capacity of 270ml. The official retail price is 48.9 yuan for a pack of 6 bottles, with a shelf life of 9 months. On JD.com, there are currently two options: a case of 15 bottles for 103.5 yuan and a pack of 5 bottles for 34.5 yuan. In recent years, Yili has been focusing on its dairy business while also developing new categories, aiming to establish a presence in the broader health industry. In April 2019, Yili launched the "Yiran" dairy mineral light beverage brand, which uses 100% milk-derived minerals, including calcium and phosphorus needed by the human body. It is zero-fat, low-sugar, low-calorie, and free of preservatives. This product aligns with current consumer demand for healthy products. Prior to this, Yili also introduced the plant-based protein beverage "Zhixuan" series, the energy drink "Huanxingyuan," and initiated a Changbai Mountain natural mineral water project, entering the mineral water industry. In addition to aligning with young consumers in product categories, Yili also attempts to appeal to young aesthetics in packaging. For example, Yiran uses a unique "horn" shaped bottle design, which is creative, cute, and eye-catching. This packaging even won the "2019 Signage Forward Award" at a global food and beverage packaging competition. For Sunrlas coffee, Yili has chosen popular idol Chen Linong, a member of NINE PERCENT, as the brand ambassador, demonstrating its determination to capture the young consumer market. While consolidating its traditional advantages, Yili is actively exploring diversified growth paths and continuously strengthening its core competitiveness, which has become an important development step for the company. In 2018, Yili established a new Health Beverage Business Division. In its 2018 annual report, Yili stated that it would continue to be guided by the strategic goal of "Global Dairy Top 5," implementing the strategic measures of "focusing on the core dairy business, entering the health industry such as plant-based protein beverages and functional drinks, and accelerating the strategic layout of health food business." At the same time, it aims to "integrate global high-quality resources, build an innovation platform gathering global elite talents, create a world-renowned health food brand, and become a globally influential enterprise." Yili's annual report indicated that revenue from new products accounted for 14.8% of total revenue, an increase of 5.6 percentage points year-on-year, indicating that its health food industry layout has begun to take shape. On April 25, 2019, Yili Co., Ltd. released its first-quarter 2019 performance report. During the reporting period, the company's total operating revenue reached 23.13 billion yuan, a year-on-year increase of 17.1%; net profit reached 2.28 billion yuan, entering the countdown to "Top Five and 100 Billion." The launch of Sunrlas coffee marks Yili's accelerated pace in the health sector. With the accelerating pace of life, more and more people choose to have a cup of coffee after work to relieve anxiety, and of course, they also need delicious coffee to satisfy their taste buds. In the Chinese market, there are many coffee brands, including Nestlé, Starbucks, Kirin's Fire Coffee, Maxwell, and Wei Chuan's Benalang, among which there are coffee giants. According to data, bottled ready-to-drink coffee accounts for nearly one-third of the overall coffee market in China, ranking behind instant coffee. Nestlé, which offers bottled coffee such as lattes and mochas at lower prices (4-8 yuan), holds more than 50% market share. In addition to the brands mentioned above, Coca-Cola's Georgia, Uni-President's Yaha, and Suntory's Liqu are common brands on convenience store shelves. Bottled ready-to-drink coffee is trending towards healthier options, transitioning from merely focusing on taste and flavor to beverages with refreshing functions. In recent years, it has also advanced to cold brew coffee, which is made more naturally, has more diverse flavors, and is, of course, more expensive. There are two main drivers for the growth of the bottled ready-to-drink coffee market: first, carbonated beverages are increasingly viewed as unhealthy; second, coffee culture continues to develop, but people do not have time to visit a coffee shop daily. In recent years, the ready-to-drink coffee category has continued to advance, with a compound annual growth rate exceeding 30%. In terms of price range, Starbucks, as a high-end ready-to-drink coffee brand with an average price of 20 yuan, is also actively expanding its market. In 2015, it partnered with domestic beverage giant Ting Hsin to localize production, launching "Chinese-flavored" bottled Frappuccino at a lower price. Leveraging Ting Hsin's strong market penetration, it strengthened channel construction and terminal maintenance, making it easier to reach young Chinese consumers. Other brands mostly price their products in the 5-7 yuan range, which is affordable and cost-effective, appealing to "entry-level" coffee beverage enthusiasts and becoming popular items in supermarkets and convenience stores. Yili Sunrlas's official retail price is 48.9 yuan for 6 bottles, or 8.15 yuan per bottle, which can be considered mid-to-high-end. In the hot ready-to-drink coffee track, whether Yili Sunrlas can carve out a niche remains to be tested by consumers and the market.