文:Gloria&Maggie
background
As a traditional medicine and food homologous substance in mainland China, wolfberry has a wide range of consumer awareness. According to the General Administration of Customs, China's wolfberry exports reached 12,000 tons in 2023, an increase of 21.2% over 2022, and wolfberry exports reached US$1.2 billion, an increase of 23.1% over 2022. From the perspective of market size, the current domestic market size of wolfberry is at the level of 10 billion. With the rise of medicine and food, wolfberry still has great potential for development in the Chinese market and even the global market in the future.
Drawing: Zhiti Bridge
point of view
Zhitiqiao believes that a number of medicinal and edible homologous substances can become more than 100 million or billions of large single products, and wolfberry itself has a "super comprehensive ability", which has made it have a very bright performance on online e-commerce platforms.
According to the data of "research, production, supply and marketing" of Zhitiqiao, the sales of online wolfberry products in Taobao will be 2.161 billion yuan in 2023, of which products in the form of dried wolfberry fruits/puree account for nearly 50%.
Drawing: Zhiti Bridge
Zhitiqiao saw that the homogenization of wolfberry products is very serious and very "rolly", and consumers have been drinking wolfberry puree for one or two years, and there are no more rich choices on the market.
At present, wolfberry has completed extensive consumer education, and in the terminal market, wolfberry products need to be broken and upgraded, and cannot stay in the traditional puree stage.
And that's where the opportunity lies.
Goji berry product case
Product 1: Goji berry drink
Source: Tao platform
Enterprise brand: SXSZ
Dosage form: beverage
Recipe: Red date juice concentrate, ferrous gluconate, snow lotus culture, ginseng, double red rose, honey, spinach, wolfberry, mountain orange.
Product features: The combination of traditional substances that replenish qi and blood and iron, through the form of oral drinks, has realized the innovation of qi and blood replenishing products, and it is also one of the dosage forms that can be considered for wolfberry products.
Product 2: Goji berry yogurt
Source: Leonardo da Vinci yogurt
Brand: Leonardo da Vinci
Dosage form: beverage
Recipe: longan, wolfberry, red dates, red beans, red rice
Product features: The product form is yogurt, the main concept of "5 red", which is associated with the complexion, and is an upgraded version of traditional yogurt, and the product is positioned as a light meal replacement, which is also different from the traditional wolfberry products.