---
title: "What's Nestlé Compared to This? An Internet Coffee Brand with Annual Sales of 100 Million and Full of Human Touch"
description: "Nestlé is hugely popular among the post-70s and post-80s generations, and its success has been widely analyzed. However, this article argues that Nestlé's success lies in advertising and distribution, not taste. It then presents the case of David's Choice, an internet coffee brand that achieved annual sales of 100 million yuan, and analyzes its success factors, including its IP 'Uncle Wei' and its strategy for going offline."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-05-31"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/what-s-nestle-compared-to-this-an-internet-coffee-brand-with-annual-sale-3fc47601.md"
original_source: "https://mp.weixin.qq.com/s/B-LwQ572gC_a_d93BoekoQ"
translation: "https://xinjignxiao.com/zh/articles/%E9%9B%80%E5%B7%A2%E7%AE%97%E4%BB%80%E4%B9%88-%E7%9C%8B%E8%BF%99%E5%B9%B4%E9%94%801%E4%BA%BF%E5%85%85%E6%BB%A1%E4%BA%BA%E6%83%85%E5%91%B3%E5%84%BF%E7%9A%84%E4%BA%92%E8%81%94%E7%BD%91%E5%92%96%E5%95%A1-3fc47601.md"
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# What's Nestlé Compared to This? An Internet Coffee Brand with Annual Sales of 100 Million and Full of Human Touch

> Nestlé is hugely popular among the post-70s and post-80s generations, and its success has been widely analyzed. However, this article argues that Nestlé's success lies in advertising and distribution, not taste. It then presents the case of David's Choice, an internet coffee brand that achieved annual sales of 100 million yuan, and analyzes its success factors, including its IP 'Uncle Wei' and its strategy for going offline.

Nestlé is hugely popular among the post-70s and post-80s generations, and the market is full of Nestlé products, prompting many to try to decipher its success. We are a generation that has been brainwashed by Nestlé products, and after reading many so-called experience analyses, we believe Nestlé coffee's success lies in two points: 1. Successful advertising and marketing; 2. Overbearing distribution channels. As for the taste of Nestlé coffee itself, I don't think it's that good.
Nestlé is impressive for its huge corporate background, with products like cold drinks, wafers, and Yinlu. Today, I'd like to share a case study of David's Choice coffee's success: In a country where coffee isn't that popular, building an internet coffee brand with annual sales of 100 million yuan and maintaining strong growth is indeed impressive. Analyzing their brand strategy offers more reference for the local coffee industry.
**An Internet Coffee Brand with 100 Million Sales Built by a Listed Company**
David's Choice brand was founded in 2011. In November 2015, it launched the 'Big Head' coffee, which caused a sensation in the coffee industry. Through unique creativity and the creation of the human-like 'Uncle Wei' IP, it has become the number one internet coffee brand. In 2015, during Double 11, it broke through one million in sales within 12 hours, selling 40,000 boxes of classic instant coffee that night, a 40,000% increase in sales compared to 2015. The new iced coffee received a very good market response upon launch.
David's Choice Information Technology (Beijing) Co., Ltd. (Securities abbreviation: David's Choice, Securities code: 834211) has formulated an overall promotion strategy for the coffee brand and the 'Uncle Wei' IP, including marketing, new media operations, digital advertising, and social platform promotion. David's Choice is the fastest-growing internet coffee beverage brand and holds the number one position in the domestic coffee category on Tmall. It sells a range of coffee products including instant coffee, coffee powder, and coffee beans.
**The Secret to David's Choice's Success**
The explosive popularity of David's Choice coffee didn't happen overnight; the youthfulness of its users is most worth discussing. They have their own e-commerce IP, an 'Uncle Wei' who is both mysterious and talented. Brands need consumer recognition, and consumers also need recognition. Only when brands and products resonate with consumers will they truly like them from the bottom of their hearts and be willing to spread the word among friends and on social media. However, the 'G-spots' of young consumers seem more 'diverse' and 'trendy' than those of the older generation who like Nestlé. Being saucy, wild, cheap, cute, playful, sexy, with a bit of self-deprecation, and goofy... these can all trigger consumer identification. Among Uncle Wei's many female fans, it's because in their lonely and boring moments, Uncle Wei's companionship triggers this strong identification.
That's how 'Uncle Wei' is: not pretentious, just goofy, appearing when fans need him most, playing and having fun with them. In the daily lives of the post-90s and post-95s, he injects a dose of entertainment, acting as a 'national husband' who is serious when being saucy, mature when being cute, low-key when pretending, and approachable when being silly.
Such a vivid image drives the rapid development of the entire brand. Tmall flagship store and JD flagship store performance keeps refreshing, 'Uncle Wei's' community keeps growing, and fans' voices get louder. Against this backdrop, David's Choice adjusted the classic 'Big Head' logo printed on the coffee boxes, began standardizing product packaging, and entered offline channels.
For an internet brand, going offline might be a difficult choice given the current economic situation, but for David's Choice coffee, it has a mature brand and fan base as backing. Online, it relies on IP to build the brand; offline, it relies on channels to develop distribution. In today's e-commerce era, this is also a beautiful landscape.
From a product perspective, David's Choice coffee has many obvious advantages in testing offline distribution.
**1. High Gross Margin Appeal.**
Established companies like Nestlé have high operating and fixed costs, so the profit they give to distributors is limited. But for David's Choice coffee, its growth environment determines its ability to produce high gross margins, and David's Choice is willing to give more profit to distributors to achieve large-scale product distribution. It is expected that the gross margin given to distributors can reach 2-3 times that of Nestlé.
**2. Eye-catching Packaging.**
David's Choice coffee, through one year of performance, has become the number one domestic coffee brand, enough to show its strength in packaging design and user service.
**3. Diverse Marketing Tactics.**
For C-end customers, a good product is the foundation, but a better experience is fun. In addition to the packaging design of David's Choice coffee, there is also the support of the 'Uncle Wei' IP, with 200,000 high-quality, precise community fans, continuously providing topics and influence for fans.
**4. Greater Brand Autonomy.**
The meaning of a brand lies in trust. David's Choice will open the brand authorization of 'Uncle Wei', cooperate with any brand that can cooperate, open the authorization for the use of the 'Uncle Wei' LOGO, and try cross-border cooperation and marketing.
**We sincerely invite all trendy distributors to discuss and open the next new era of retail with Feifei, the appearance representative of David's Choice distribution.**
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