Is tea a good business? The answer is yes. In 2021, new-style tea drinks advanced rapidly, with financing rounds and amounts reaching historic highs, and '10,000-store brands' and 'new tea stocks' were born. At the same time, the crazy involution of new-style tea drinks also rose one after another, with many internet-famous brand stores facing closure crises. On one side is the heat of opening stores, on the other is the wave of closures. Under this 'ice and fire' situation, the entire industry is mired in division, integration, refinement, and focus. Concepts such as grass jelly, hand-beaten lemon, and health grains rise and fall... But, variables are dividends, and competition is not just 'involution.' In this category smoke of fighting for user mindshare, we are pleasantly surprised by the performance of Meco Honey Valley Juice Tea. In 2018, Meco Honey Valley Juice Tea pioneered the juice tea category, creating a new-style tea drink that can 'taste like freshly made fruit tea,' and it has continued to sell well: in 2019, it broke 200 million in half a year of listing, broke 770 million in 273 days, and then quickly exceeded the 1 billion mark, becoming a phenomenal single product in the tea industry. During these years of rapid growth in new-style tea drinks, what kind of success portrait has Meco Honey Valley Juice Tea painted? Under homogeneous competition: creating a new category According to the 'China Catering Category and Brand Development Report 2021,' the freshly made tea market was 113.6 billion yuan in 2020, and is expected to reach 340 billion yuan by 2025, with a compound annual growth rate of 24.5%. Data shows that despite the pandemic in recent years, the tea track is still generally improving. Among tea subcategories, the demand for fruit tea is growing significantly. Data from the Red Meal Brand Research Institute shows that in a sample survey of 1,000 new-style tea brands, fruit tea products account for a very high proportion, reaching 39.4%, even higher than milk tea's 31.6%. It can be seen that fruit tea is a mainstay in tea shops and an important factor in increasing store sales. But looking at the entire tea track, most traditional fruit-flavored teas mainly use sugar, instant tea powder, citric acid, flavors, and pigments as raw materials, i.e., more in the form of additive blending. Freshly made tea also has certain thresholds, such as street-side freshly mixed drinks, which are expensive, have long queues, and have non-standard raw materials and production processes. Meco Honey Valley attempted to break these two barriers and, in 2018, with a juice content of ≥10%, created the juice tea category. Is there a difference between 'juice tea' and 'fruit-flavored tea'? According to relevant industry standards, in the 'fruit + tea' category, products with juice content below 5% can only be called fruit-flavored tea drinks; only those with juice content ≥5% are allowed to use the name 'juice tea.' To further widen the category gap, in the first half of 2021, Meco Honey Valley Juice Tea fully upgraded its products, taking the lead in increasing juice content from 10% to 25%, five times the national standard. This juice tea product, which can be called the ceiling of juice content, insists on using pure juice + original tea freshly brewed, and in a pre-packaged form allows consumers to 'taste freshly made fruit tea' anytime, anywhere, successfully breaking through with an advantageous product category. From the user's perspective: health needs become explicit As the ready-to-drink tea consumer market gradually matures, how does Meco Honey Valley, as a leading brand in a subcategory, 'follow the trend'? The 'trend' here refers to a long-term trend, not a short-lived fad. Only by following the trend can one achieve something. From Meco Honey Valley Juice Tea, we can extract three elements to reflect its 'product three views': user view, value view, and world view. The user view determines whether a product can be made; the value view determines whether it can be successful; the world view determines whether it can become big and strong and go further. Among these three views, the most important is the user view, which is to stand from the user's perspective and dig out needs and pain points. How does Meco Honey Valley Juice Tea reflect its 'user view'? Return to nature: excellent origin Taihang Mountain, one of the important mountain ranges in eastern China, is located at 37 degrees north latitude, a golden latitude zone. With abundant sunlight and water, suitable temperatures, and sandy soil with high organic matter content, this unique ecological environment nurtures world-class juicy peaches. Meco Honey Valley Juice Tea selects the best, choosing premium fruits with a diameter of 8-10 cm, uniform size, and complete shape. The entire process from picking, selection, to transportation and cold pressing is strictly controlled within 8 hours, ensuring that every drop of good juice comes from high-quality fruits. Precise extraction: fresh tea brewing technology China has always been a big tea-drinking country, with the tea beverage market reaching 400 billion yuan early on, far larger than coffee's 60 billion yuan market. How to precisely extract the mellow aroma of tea? The fresh tea brewing technology used by Meco Honey Valley Juice Tea is a world-leading scientific and technological achievement in domestic tea deep processing. It uses high-tech to extract active nutrients and beneficial substances from tea leaves, retaining the original tea aroma while avoiding the extraction of bitter components. It simulates the real tea brewing process and, through precise control of various indicators, better preserves the original flavor of tea. Maximum restoration of freshly made taste: cup aseptic cold filling equipment The common high-temperature filling process on the market involves keeping the product at high temperature for a sufficient time for sterilization, which not only damages the flavor and nutrients but also greatly affects the freshness of taste. How to ensure fresh taste? Meco Honey Valley Juice Tea uses aseptic filling equipment imported from Germany, filling under constant low-temperature aseptic conditions, without adding preservatives, and without post-filling sterilization, meeting long shelf life requirements while maintaining the product's taste, color, and flavor. Ensuring original quality: UHT ultra-high temperature instantaneous sterilization technology This is hailed by the American Institute of Food Technologists as one of the most important achievements in food science in the past 50 years. Because microorganisms are much more sensitive to high temperatures than most food components, UHT instantaneous sterilization can effectively kill microorganisms in a very short time, with minimal loss of color, flavor, and nutrients, better maintaining the quality of food. In general, with excellent raw material origins, refined production processes, and high-end intelligent equipment, Meco Honey Valley Juice Tea's core competitiveness is fully revealed. Against the backdrop of consumption upgrading, the younger generation of consumers' pursuit of fresh, healthy, and high-quality products is prominent. Meco Honey Valley Juice Tea maximizes this explicit need, pointing directly to the heart. This is probably the advanced state of a good product, that is, 'clear mind, see nature, point directly to the heart.' Accelerating expansion: hot sales in Wuhan 'Every strategy has pros and cons; there is no best, only the most suitable.' Every peak season for ready-to-drink beverages, Meco Honey Valley Juice Tea holds campus promotion activities and large-scale flash mob events in multiple core cities across the country. Taking Wuhan in 2021 as an example, as a city with one million college students and 38 large commercial complexes, Wuhan's fashion, vitality, and vigor are very compatible with Meco Honey Valley's brand positioning. The just-needed, high-frequency, and massive consumption scenarios of juice tea products were fully displayed there. During the 'National Day Golden Week,' Meco Honey Valley Juice Tea not only appeared at the most crowded subway stations such as Wuhan Optics Valley Square, Chu River Han Street, and Jianghan Road, bringing strong visual impact to users; it also held a series of creative interactions with consumers at Optics Valley Pedestrian Street and business districts, seizing user mindshare. At the terminal level, Meco Honey Valley Juice Tea strictly implements store display standards and adds equipment such as freezers to enhance the user experience, allowing consumers in Wuhan, one of the 'four furnaces' in China, to enjoy a cup of iced Meco Honey Valley Juice Tea and its refreshing taste. Facts have proven that grabbing locations, finding gathering points, and better consumption scenarios are more effective than large-scale, wide-net approaches. It is reported that in the first half of last year alone, sales in 26 cities increased by more than 20% year-on-year, with Wuhan's market growth exceeding 50%, maximizing consumer utility. It is worth mentioning that the successful experience of the Wuhan model market is replicable. After capturing the regional market and forming a circle effect, entering the 'expansion' stage, Meco Honey Valley Juice Tea may have great potential in the future and is worth looking forward to. Summary: Nowadays, consumers' choices and taste expectations for beverages are increasingly diverse, and their demands for healthiness of product ingredients and resonance with brand values are also rising. Occupying a tea subcategory, leading a trend, and bringing a wave of explosive growth... Meco Honey Valley Juice Tea shifts the user perspective, digs out user needs in user scenarios, and achieves symbiosis and co-creation with users. As the saying goes, 'Outsiders watch the excitement, insiders watch the craft.' Meco Honey Valley Juice Tea has sounded the assembly call for hot sales, and it is worth trying for distributors. Are you 'watching' me?