Apakah Musim Semi Akan Tiba untuk Merek Kopi Instan Baru?
Merek Kopi yang Sedang Berkembang Sedang Berkembang
Seiring dengan perubahan pasar, sejumlah pemain baru di bidang kopi instan juga bermunculan dalam dua tahun terakhir. baik dalam kinerja penjualan maupun pembiayaan sangat cemerlang. Kopi seduh dingin beku-kering
Di antara mereka, yang pertama harus disebutkan Burung Saturnus Kopi
Pada tahun 2019, Saturnbird Coffee menjadi juara pertama dalam penjualan kategori kopi double Eleven dan doubleteen Tmall, yang merupakan kuda hitam terbesar kopi instan dalam dua tahun terakhir.
Saturnbird Coffee was founded in 2015, the name comes from founder Wu jun's idea of "three meals a day, plus half a meal of spiritual food, that is coffee lifestyle". The brand product is a "super-instant small can of coffee" that restores the current ground flavor. It focuses on the ability to dissolve in ice, hot water and milk in 3 seconds. There are 6 flavors according to the degree of baking, with an average price of about￥8 (US $1.1).
Saturnbird Coffee ‘s online channel performance was amazing. In 2019, it extended its tentacles to offline, opened its first offline store in its home base of Changsha, and began to cross the boundary of its brands, It has joined hands with Swedish oat plant protein brand OATLY, Korean specialty coffee brand FRITZ COFFEE, "Bio" WHIKO launched a joint gift box, the market moves frequently. In terms of financing, the pace of Saturnbird Coffee is also very fast. At the end of 2019, A and A + rounds of financing were completed for a total of tens of millions of yuan. The two rounds of financing were led by Tiantu Capital, and the old shareholder Fengrui Capital followed suit.
Merek kopi instan yang sama dengan kinerja saluran online yang luar biasa adalah Yongpu Coffee
Kopi Yongpu didirikan pada tahun 2014 oleh Hou Yongpu, dan produk khasnya adalah cairan kopi yang diekstraksi dingin, yang diluncurkan pada tahun 2018. Apa yang disebut minuman keras kopi ekstraksi dingin terutama dibuat dengan menggunakan biji kopi sangrai sedang-dalam dengan tingkat kelembutan yang tinggi. , mengekstraksi pada suhu rendah dalam waktu lama, dan mensterilkan dengan pasteurisasi untuk menghasilkan cairan stok kopi bersuhu normal dengan umur simpan hingga setengah tahun. Larutan stok kopi suhu normal ini memiliki konsentrasi yang mirip dengan espresso, sehingga dapat diencerkan dengan air hingga mencapai konsentrasi yang layak untuk diminum. Nyaman untuk diseduh dan dibawa, dan rasanya juga sangat mirip dengan kopi yang baru digiling, yang sangat direkomendasikan oleh banyak pecinta kopi.
Yongpu's cold extracted coffee liquor is divided into 4 different flavors according to the degree of baking and the origin of coffee beans. It can be stored for 3 months in cold storage and retails for ￥3-￥5. In addition, the UFO freeze-dried instant coffee (￥99/box) launched by Yongpu Coffee last October sold more than 20,000 boxes during the Double Eleven due to its simple storage conditions and interesting modeling.
The brand-building operation of Yongpu is also worth mentioning. There are many good products, but there are few ways to make good products appear in front of more young people. Facing the refined and fastidious consumption main force, Yongpu pays great attention to the original intellectual property rights, in order to guarantee the design need and the quality, they have hired high-quality designers to ensure that the product design can make customers never forget anything. After the brand upgrade, in 2019, Yongpu Coffee has the brand IP "Shi DuanZheng". It is the first among the massive brands to stand out with the cute and cute image of the stone lion as the coffee brand that combines world coffee and Chinese cultural characteristics, Once the product is launched, it can no longer hide the cutting edge of its packaging design and better touch the young pulse.
Combining soft and hard strength, Yongpu "went out of the circle" with fine coffee all the way. Since its establishment, Yongpu has cooperated with more than 300 brands of coffee products, Netease Cloud Music, First Financial Commercial Data Center, Interface News, TYAKASHA, Wanda, Shanghai Translation Publishing House, New Weekly, etc. The logo of YongPu Coffee makes people pay more attention to the brand and coffee. Different forms of cooperation have injected Yongpu with a diverse image, and have also attracted fans' independent propaganda, When you open the little red book, there were nearly 1,000 notes about Yongpu. This group of users who are keen to pursue novelty have virtually brought unexpected exposure benefits and become the driving force for brand innovation.
Yongpu is also different from most emerging coffee brands in China. It has a large investment in the supply chain: In recent years, Yongpu has deeply tied a coffee bean roasting factory and a cold extract production by way of equity. the factory and a sub-packing factory are still extending upstream and have their own Blue Mountain Coffee Manor in Jamaica. This kind of operation will make Yongpu have stronger supply chain control ability than general brands, and will also be transformed into Yongpu's product advantages in the future.
Compared with the first two new coffee brands, the other new coffee brand received ten million yuan in financing last November, which has a stronger Internet temperament. Fan Ruoyu, CEO of Secre Coffee, was Uber's Dalian general manager. Other team members also came from Internet companies, The first seed round financing of RMB 5 million came from Xia Yiping, co-founder of Mobike.
Secre coffee's Internet temperament is also reflected in the company's emphasis on data-driven. In media reports, Secre once stressed that the team has been doing the whole chain of user life cycle management since the start of the business. Self-run brand small program will be designed and managed in every link from the user entering the applet to the transformation. Perhaps because of the emphasis on data-driven, the annual sales volume of hourly coffee has reached 5 million copies even though it was only on the line for one year.
Merek kopi lain yang berhasil dibiayai akhir-akhir ini dan lebih istimewa adalah kopi Wow
Wow didirikan pada tahun 2017. Awalnya merupakan merek kopi instan. Sejak itu, perusahaan ini mengubah orientasinya dan mengkhususkan diri pada kopi putih Malaysia. Pada tanggal 18 Februari tahun ini, Wow coffee menyelesaikan putaran pembiayaan sebesar 35 juta yuan dari dana keluarga di Singapura. Setelah selesainya pembiayaan ini, Wow Coffee juga secara strategis menggabungkan pabrik Kopi UR di Malaysia. Meski cita rasa white coffee masih dominan, namun kategorinya akan diperluas dari kopi bubuk menjadi seluruh kategori minuman kopi.
According to financing reports, the sales of Wow coffee are still mainly online, and offline are mainly used for pilot self-service coffee vending machines in public places such as schools and hospitals. According to the company's financing announcement, in addition to e-commerce, Wow Coffee will also expand 2B channels such as homestays, business hotels, and supermarkets around schools, and expand to more remote provinces.
Secara keseluruhan, pasar kopi cukup ramai dalam setahun terakhir: Kopi Luckin telah terdaftar, Kopi Saturnbird, kopi Secre dan Wow telah dibiayai, Perusahaan Raksasa telah mulai memproduksi kopi instan, dan semakin banyak kopi berkualitas. merek telah diciptakan.
Meskipun pangsa pasar kopi instan dalam negeri masih dikuasai oleh raksasa internasional seperti Nestlé, kemunculan merek-merek baru telah membawa lebih banyak tren dan kemungkinan baru.
Secara khusus, perubahan saluran online telah membawa kemungkinan pertumbuhan yang eksplosif pada merek-merek baru dan menambah banyak faktor ketidakpastian terhadap persaingan pasar. Viyaa biasa menyiarkan langsung selama 4 jam, dan menjual lebih dari 30 juta yuan untuk kopi instan Maxwell dan kopi Yunnan, dan menjual 1,3 ton kopi Yunnan kemasan dalam 2 detik. Austin juga membawa tiga setengah ton kopi instan dan kopi kapsul Jepang ke dalam studio, menghadirkan paparan aliran besar dan terkonsentrasi yang sama seperti peledakan titik tetap pada merek baru tersebut. Pertumbuhan penjualan yang tiba-tiba membuat situasi pasar semakin pesat.
In addition, the offline market has brought a great impact because of this year's COVID-19, and also brought opportunities for rapid growth to emerging domestic instant coffee brands. In the past two years, the crazy expansion of offline coffee shops has greatly expanded the boundaries of the domestic coffee consumers. In the past two years, the crazy expansion of offline coffee shops has greatly expanded the boundaries of the domestic coffee consumers.
Kerumunan sudah ada dan potensi energi salurannya sangat besar. Apakah musim semi merek kopi instan baru sudah tiba?
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