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Go, Sell Coffee in Lower-Tier Markets!
In 2020, the coffee market remained hot with major events. Among freshly ground coffee brands, Luckin survived its fraud scandal and was reported profitable in August; Starbucks planned to add 500 net new stores in China in fiscal 2020; Tencent invested in Canadian coffee chain Tim Hortons. In non-freshly ground coffee, premium instant coffee brand Saturdays completed a B-round financing of over 100 million yuan in early September, with a valuation exceeding 800 million. Other leading brands in drip coffee and coffee liquid, such as Shi Cui, Yong Pu, and Tianshang, also secured funding. Data shows that coffee demand in lower-tier markets is growing faster than in first- and second-tier cities, driven by 'small-town youth' seeking lifestyle parity, presenting a blue ocean opportunity for coffee brands.
阿图FMCG Manufacturers: When the Live-Streaming Tide Goes Out, You Can See Who's Swimming Naked...
Live-streaming e-commerce is undoubtedly the hottest trend of 2020, while the street-stall economy is only temporary. 2019 was hailed as the first year of live-streaming, and the pandemic in 2020 further fueled its growth. From celebrities and influencers to sales associates and CEOs, everyone is rushing to set up their phones and enter the live-streaming era. Taobao, Douyin, and Kuaishou have taken the lead, becoming the big three, while JD.com and Pinduoduo are also joining the fray.
阿图A 4 Billion Yuan Self-Heating Food Market: Is Success Only Because It's an 'Internet Sensation'???
Thanks to novel preparation methods and addictive flavors, self-heating foods have grown rapidly in the past two years, especially during this year's pandemic when users stockpiled them, leading to multiple reports of category sellouts. According to public reports, China's self-heating food market was about 3.5 billion yuan in 2019. Under the pandemic, the market expanded further, with 2020 scale expected to reach 4 billion yuan. Why has self-heating food grown so fast in recent years, how should we view its development, and where will future growth points lie? Today, let's explore these questions together.
阿图Vita Lemon Tea Poised to Become Next 5 Billion Yuan Product, But Faces Siege from Giants like Master Kong and Coca-Cola!
In recent years, the bottled tea market has seen a flurry of new products. Lemon tea, as a basic flavor in the tea beverage category, has evolved from being dominated solely by Vita Lemon Tea to attracting major players like Master Kong, Dongpeng, Coca-Cola, and COFCO, who have successively entered the market with their own offerings. As a niche segment, what does the future hold for the lemon tea market, and which brands might impact Vita Lemon Tea?
阿图Lessons from the Pandemic: What Did Coca-Cola, Yili, Feihe, Nongfu Spring, and Others Do Right in Marketing?
As of the end of February, the pandemic had lasted over a month, witnessing rapid national emergency responses and the hard work of medical staff. This black swan event disrupted many companies' marketing plans. By analyzing the pandemic marketing of Coca-Cola, Yili, Nongfu Spring, and others, we found the right way to market during a crisis: user-need-oriented, empathetic actions for three key groups, and maintaining appropriate boundaries.
阿图Sugar-Free Tea Drinks Grow Over 30% Annually: Who's Behind Their 'Comeback'?
This year, more sugar-free tea beverages are appearing in supermarkets, from Nongfu Spring's Oriental Leaf to Uni-President's Chaliwang, Wahaha's Anhua Dark Tea, and Coca-Cola's Honest Tea. Major manufacturers are rushing in, heating up the market. With more choices, is spring finally here for sugar-free tea?
阿图Yili Launches Plant-Based Milk, Nongfu Spring Pushes Plant-Based Yogurt: When Will the 'New Darling of Dairy' Scale Up?
In December 2019, Yili's Shixuan launched a plant-based milk series, introducing three premium products including high-protein soy milk, upgrading from soy milk to plant-based milk. In May 2019, Nongfu Spring launched three plant-based yogurts, creating its first plant-based yogurt brand. Other players like Uni-President, Dali, Mengniu, and leading soy milk powder brands such as Weiwei, Heiniu, and Beidahuang have also entered the plant-based milk market. Even Joyoung launched its Modoujiang series of boxed soy milk. With beverage brands and established dairy companies continuously launching new products, and soy milk powder enterprises upgrading their offerings, the plant-based trend is surging. But why are plant-based products so popular, and how will they develop in the future?
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