Veterans in the food and beverage distribution channel often say that the offline beverage market is even more fiercely competitive than online, and being able to leverage offline distribution channels is a testament to a beverage brand's strength. In 2024, a niche juice category that has been hot at the retail level is gaining momentum: double pomelo juice. As a representative brand in this category, Youxianggu's Song You Zhi has sold nearly 1.1 billion yuan in two years by developing distribution channels in Zhejiang. The broad prospects of the category and its strong channel sell-through have attracted many brands to enter. Recently, Youxianggu, Wahaha, Dayao, Wanglaoji, Pukou, and many other strong companies have all set their sights on the double pomelo juice track, making frequent moves.

Youxianggu Song You Zhi

Targeting 10 Billion Yuan Single Product by 2027

Recently, Youxianggu launched a new canned Song You Zhi, with increased quantity at the same price, making it more suitable for family gatherings, picnics, camping, and other outdoor occasions. It is reported that in 2022, within less than a year of launch, Youxianggu Song You Zhi achieved sales of 350 million yuan, and in 2023 it exceeded 600 million yuan. In January this year, sales of this single product increased by 133% year-on-year. For medium and long-term development, Youxianggu founder Song Wei stated that they will later enter soda, dairy products, ice cream, and other products, totaling 40-50 SKUs. However, at this stage, the core remains focused on Song You Zhi. "We have a small goal: by 2027, Youxianggu Song You Zhi will become a single product with sales exceeding 10 billion yuan."

****Low-temperature whole fruit peel pressing Wahaha Double Pomelo Juice New Product Launch In 2024, Wahaha also increased its efforts in the double pomelo juice track, launching a new double pomelo juice compound beverage. It selects fragrant pomelo and Zhejiang Changshan Huyou, pressed at low temperature with the peel, preserving the peel oil flavor and multiple nutrients. It uses non-concentrated pomelo juice to retain the original taste of the fruit. It is refreshing, sweet and sour, suitable for gatherings, meals, and other occasions.

****Continuing to target meal scenarios Dayao Yaoguo Le Double Pomelo Juice New Launch Soda brand Dayao continues to focus on the dining scene, launching a new double pomelo juice product. It uses Huyou and fragrant pomelo, combining the sweet with a slight bitterness of Changshan Huyou and the sweet and juicy double taste of fragrant pomelo. The packaging is glass bottles, available in 300g and 1kg specifications, with juice content ≥10%. The large capacity is more satisfying for sharing at parties. In addition, Dayao places great importance on product innovation and R&D, also launching Qusoda sparkling water, Chayuanxiang sparkling tea, sour plum soup, Fanban'er, Yaoguo Li, Energy Coffee Pomelo Juice, and other products to meet the diverse needs of consumers.

****Pukou Double Pomelo, Healthy Enjoyment Pukou Double Pomelo Juice New Upgrade Launch In 2024, Pukou Double Pomelo Juice was upgraded and launched, selecting fragrant pomelo and red pomelo, refreshing and delicious, low sugar, 0 fat, healthy and worry-free. The 300g glass bottle design is fresher, using glass high-temperature sterilization technology to ensure quality. Pukou Double Pomelo Juice can be paired with breakfast, afternoon leisure, hot pot and skewers, and on-the-go, as a meal companion, to relieve greasiness and spiciness. Focusing on the young consumer market, Pukou continues to improve its single-product diversification and category diversification layout, successively launching Pukou Double Pomelo Juice, Lida Big Soda, Lida Yogurt, NFC Juice, high-end gift boxes, and other series products... While building the brand's second growth curve, it also meets the consumption needs of contemporary young people for diversified products.

****Expanding nationwide and global markets Wanglaoji You Manfen Attacking the Top of the Pomelo Juice Category Recently, Wanglaoji You Manfen successfully held a national distributor and new product launch conference in Changshan, Quzhou, with the theme "Gathering Strength to Move Forward, Winning the Future." At the event, new products including pomegranate juice, bayberry juice, and a new specification PET bottle pomelo juice were also released. It is reported that You Manfen is a pomelo juice brand produced by Wanglaoji Guangyao Great Health, committed to creating a healthier and more delicious national pomelo juice, increasing efforts in the catering channel, deeply integrating the meal value of relieving greasiness and aiding digestion with dining scenarios, and occupying consumers' minds regarding the pomelo juice category. It has already been distributed to Zhejiang, Jiangsu, Shanghai, Anhui, Jiangxi, Beijing, Henan, Hebei, Shaanxi, Hubei, Sichuan, Guangdong, and other places, and has successfully exported to South Korea, opening a new chapter of internationalization. The brand also cooperates closely with FamilyMart convenience stores, Century Lianhua, and other channels, significantly enhancing brand influence. Next, it will deepen its presence in Jiangsu, Zhejiang, and Shanghai, expand nationwide, and gradually expand into global markets, attacking the top of the pomelo juice category and making You Manfen the first choice for consumers in the pomelo juice category.

Summary: From a product perspective, the popularity of double pomelo juice is actually an increase in consumer demand for drinks that relieve greasiness. At the same time, under the education of freshly made tea drinks, consumers maintain a strong attitude of trying new categories. Coupled with the natural health attributes of pomelo and its sweet and sour taste, the taste alone can support repeat purchases. However, as more players enter, the double pomelo juice category has also shown a homogenization problem, from bottle shape to packaging design, from product specifications to finished product color, almost identical. To avoid being squeezed by homogenized products, Youxianggu upgraded its brand in July last year and renamed it "Song You Zhi." The entry of major brands can increase the exposure of the double pomelo juice category in channels, attract more consumers to pay attention to this category, and compared with carbonated drinks, orange juice, and hawthorn juice, double pomelo juice is still a niche category, which means brands have more opportunities to penetrate segmented markets.

From August 20 to 22, 2024, the 2024 6th China FMCG Conference & 3rd China FMCG Hard Discount Conference & 3rd China FMCG Distributor Conference, hosted by New Distribution with the theme "Crossing the Era of Shrinkage," will be held grandly in Shanghai.

At this conference, we will focus on the top guest matrix of China's leading FMCG brands, authoritatively interpret market trends, professionally analyze industry status, provide precise business docking and cooperation opportunities, help companies accurately grasp market pulse, formulate effective response strategies, and achieve resource sharing and collaborative development. At the same time, we will invite leading national retail platforms to explain the hard discount retail competition model from multiple perspectives, interpret long-term trends and opportunities through practical cases, help companies find key opportunities, and achieve hard growth across cycles. Gathering 500+ outstanding distributors from across the country, from enterprise growth paths, challenges and opportunities, operational practices, etc., we will comprehensively interpret distributor business, help distributors open up survival radius, and solidify the business cargo plate!

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