In the yuanqi forest of self-built factories that continue to increase production capacity in China, the "siege of the city" has also accelerated in overseas markets.
The company revealed today that last month, the Yuanqi Forest Overseas Edition aluminum can sparkling water rushed to the top 10 of the Amazon sparkling water best-seller list in the United States, and at the same time won the top three places in the category's new product list. It is reported that Yuanqi Forest is also the only Chinese beverage brand to enter the list.
Since the establishment of a separate overseas business unit in the second half of 2020, Genki Forest has fully accelerated its export to sea. At present, the company has launched more than 20 beverage products for overseas markets, and has entered 40 countries and regions around the world, such as the United States, Canada, the United Kingdom, France, Germany, Australia, Singapore, Japan, and South Korea.
However, while accelerating the pace of overseas expansion, the beverage rookie still has many issues to ponder in the domestic base camp market. Let's take a look.
Products go to sea
It is understood that yuanqi forest, which focuses on the concept of "0 sugar", has recently become a "net red brand" on overseas websites and e-commerce platforms, attracting the attention and praise of many overseas consumers. In a press release today, Genki Forest also rubbed the "celebrity effect", claiming that even the 73-year-old supermodel and Musk's mother, Meyer Musk, also placed Genki Forest beverage products at home.
According to the data, Yuanqi Forest launched its overseas strategy as early as 2019, and the first to enter the North American market as the birthplace of carbonated beverages. In order to promote the smooth development of products to the sea, Yuanqi Forest began to establish an independent overseas business unit in the second half of 2020. In December 2020, the former Senior Vice President of Toutiao Enterprise Development officially joined Yuanqi Forest as the head of the company's overseas business.
In mid-May last year, Yuanqi Forest launched a variety of flavored aluminum can sparkling water products for the first time in the US market. In November last year, Yuanqi Forest officially entered the Wal-Mart online store in the United States.
Yuanqi Forest has previously said that it has regarded the United States, Europe and Southeast Asia as "important markets for development at present", strategically focusing on "existing products going to sea" and "capturing new market opportunities overseas from 0 to 1". In terms of channel expansion, it will focus on emerging channels and direct-to-consumer DTC channels.
At the same time, Yuanqi Forest has also obtained the HCS Health Preferred Mark certified by the local Health Promotion Bureau in Singapore and successfully entered the mainstream channels of the Singapore market.
At present, in addition to sparkling water, the products sold by Yuanqi Forest in overseas markets also include beverage products such as burning tea and aliens that are popular in the Chinese market. It is understood that Yuanqi Forest has also carried out an international revision of core products such as sparkling water, milk tea, and burning tea, and launched aluminum can sparkling water for overseas mainstream consumers and overseas customized packaging of milk tea and burning tea.
In addition, the company has created new products for different markets, such as ice-cool lemon tea and small packages of brown sugar milk tea launched in southeast Asian markets.
According to data, on the Tmall overseas platform, the turnover of Yuanqi Forest's "going to sea" in the three months at the beginning of last year increased by 69% year-on-year.
Promote overseas strategy
Yuanqi Forest also revealed not long ago that it will continue to develop in overseas markets in the future, on the one hand, to discover and introduce leading and innovative high-quality resources from around the world to serve the Chinese market, on the other hand, it will accumulate and verify the rich experience in the Chinese market and replicate it in suitable market areas around the world.
In fact, unlike other domestic beverage brands, Yuanqi Forest began to lay out overseas markets shortly after the brand was founded, which shows that the latter is also a business sector that the brand attaches great importance to. In addition to the product "going to sea", in the production capacity layout of Yuanqi Forest, expanding overseas production capacity is also an important part.
After announcing the completion of a new round of financing in April last year, Yuanqi Forest said that two of the purposes of the round of financing amount were to carry out overseas mergers and acquisitions, introduce overseas high-quality products and continue to internationalize. The relevant person in charge of Yuanqi Forest said that the company's brand positioning is to "serve the world globally", including "bringing in" and "going out".
The above-mentioned person in charge explained that the specific practice of overseas mergers and acquisitions and "introduction" is to explore the possibility of "forming a consumption upgrade or making up for the gap in consumer demand" for existing products in the Chinese market from the raw materials, places of origin to technology, and the specific direction depends on consumers and market demand. An example is that Yuanqi Forest once introduced the "yerba mate" flavor from South America and launched a new energy drink.
In addition, the company plans to further acquire its own factories overseas in the next 2-3 years by investment or self-construction, and promote the research and development of more global products.
(Source: Snack Generation)