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- Source/Night Deep Finance
- Author/Night Deep Finance
A month ago, Nongfu Spring fell into a battle of public opinion, and its Oriental Leaves did not escape the "liquidation", being labeled as flattering and drowning in various trends of thought on the Internet.
Whether this "unpleasant drink", which has just passed through the cold winter, will be put into the cold palace again, has become a concern for people.
On April 1, Oriental Leaves Spring Limited Longjing New Tea was launched on major e-commerce platforms, and 50,000 boxes were sold out in 17 hours.
The miracle continues, on April 5, the second batch of 50,000 boxes of Longjing new tea of Oriental Leaves was launched again, and all the short sales were sold within an hour, leaving only consumers who could not grab the goods messy in the wind.
Oriental leaf fire, everyone on the earth knows, but I didn't expect that this tea drinking world yyds is far from its limit.
Looking back at the road of oriental leaves turning red, it is comparable to a large-scale "real fragrance" scene, from unpalatable, really bitter to life-sustaining drinks, consumers have experienced a process of self-persuasion.
According to relevant data, the revenue of Nongfu Spring Tea Beverage has reached 12.66 billion, and the market infers that Oriental Leaf will become another large single product of Nongfu Spring Company in 2026.
Why, on the contrary, questioning Oriental Leaves, understanding Oriental Leaves, and then falling in love with Oriental Leaves, began to become the new logic of life?
In 2011, Nongfu Spring spent a huge amount of money to create a drink that "dogs don't drink" - Oriental Leaves, which was once one of the top five most difficult drinks in China.
No one expected that ten years ago, you ignored me, and ten years later, you couldn't buy me all over the e-commerce platform, and successfully performed a Chaplin black comedy.
In the recent hot beverage nutrition grade labeling, netizens posted the previous Singapore beverage grade classification: Oriental leaves are the healthiest in grade A and have been officially certified.
The taste buds of young people do not awaken suddenly, and with the long-term unbridled revelry, a potential health storm is gradually brewing.
Yuanqi Forest has a keen sense of smell, and with "0 sugar, 0 fat and 0 calories" sparkling water, it will cut a lot of sweet drinks under the horse, and the advertising slogan of "refuse sugar, choose Yuanqi Forest drink" makes friends call it a martial arts at all.
"The market will always change faster than marketing", Philip Kotler's words, and the Oriental Leaves have finally arrived.
When the young man suddenly woke up and wanted a healthy drink, he sighed that the new entrants with the names of Genki Forest and Suntory, which were slightly secondary two, were more fresh but not more charming, so the oriental leaves could not be hidden.
People who say that it tastes bad like horse urine gradually compromise on the uniqueness of health and tea flavor, and those who love it have long been obsessed with its purity.
It can be said that the success of Oriental Leaves is the accident of marketing and the inevitability of products.
Not only young people, but also middle-aged men are the best footnotes to it.
Men who are ridiculed as "not as good as dogs in terms of consumption power" are rare and bold in buying Oriental leaves, and Oriental leaves can treat every middle-aged person equally at the office conference table, family leisure routine, and on the way out to play.
Even the choice of oriental leaves has become one of the symbols of men entering middle age, after all, people have to reach middle age, if you don't want to soak wolfberries in a thermos cup, you can only drink tea to continue your life and other miracles.
The coconut tree's sentence "I have drunk since I was a child" now looks very harmonious on the oriental leaves, but this time it is age.
Therefore, we can see that the oriental leaves are getting hotter and hotter year by year, and the sales are exploding year by year, so that it has gradually become a new attitude and way of life.
The popularity of products and the change of consumer preferences are also the best confirmation of the trendy iteration of the tea era.
Coca-Cola and Pepsi captured the market's demand for sweetness, sold "sugar water" to the world, and sold the most valuable beverage brands.
Beverage brands have been involved in various fields to this day, and it has become more and more difficult to create explosive products that are out of the circle.
Oriental Leaves did not choose to dig out novel products, but to seek local stories and characteristics inward, seize the track of Chinese tea and sugar-free tea, and combine products and stories into one.
We have fertile tea culture soil, there is a wide range of tea beverage demand, but there is no high-quality tea drink, Oriental Leaf knows this truth: "As China's national drink, tea should not be lost to cola, coffee, as the hometown of tea, China's tea drink should be better than Japan." ”
To some extent, Oriental Leaf's brand ambition is in line with consumers' confidence in the rise of domestic products.
Constrained by the slightly cumbersome tea culture, the demand for tea is often trapped in specific occasions, and Oriental leaves meet people's needs for a high-quality tea drink at their fingertips.
This is also the reason why young people are vying to join the "East Gate", and no one can escape the charm of oriental products and the infection of oriental aesthetics.
In fact, before Nongfu Spring was "encircled and suppressed", the packaging of Oriental Leaf has been praised by consumers, and its minimalist Chinese style aesthetic is unique in similar markets.
For a period of time, the "second creation" of the Oriental Leaf bottle has become a hot event on the Internet, writing calligraphy and painting Chinese paintings, and lovers of Oriental Leaves are tired of reaping the fun from this drink.
From health labels to falling in love with tea culture, no matter what flavor of oriental leaves you like, once you get into it, you can always find what you love in it.
Just as Coke is labeled as a fat house happy water, when consumers begin to spontaneously fission the meaning of the product and interpret it with subculture, it is not just a product.
Rather, it gradually becomes a part of life, a composition of the joy of life.
The success of Oriental Leaf is the best interpretation of the victory of the brand's long-term layout.
A lot of money was invested in the layout in the early stage, and the product listing has been tepid for many years, and it is only in recent years that the performance has been greatly improved.
It can be said that from the long-term cultivation of throwing money and losing money to waiting for profits, Nongfu Spring made the right bet.
In Nongfu Spring's 2023 performance announcement, the company's revenue in 2023 will be 42.667 billion yuan, a year-on-year increase of 28.4%, of which the tea beverage segment has achieved rapid growth, and the market infers that the revenue growth rate of Oriental Leaf in 2023 will be more than 100%, and at this rate, it will become a large single product of more than 20 billion yuan in 2026.
The popularity of Oriental leaves has led to the rapid follow-up of the sugar-free tea market, and many brands have launched their own sugar-free tea product layout around this market, and it is expected that in the future, the competition in this market will become more and more fierce.
This also shows that there is still a strong room for excavation in the story of "Chinese tea", and the success of Oriental Leaf provides a new business growth paradigm for local brands.
The market situation has changed abruptly, from Suntory's "price war" to the successive entry of new and old brands such as Yuanqi Forest and Master Kong, and Oriental Leaves has begun to change from an attacker to a defender.
The miracle of the rapid sell-out of the new product is another fruit of Oriental Leaves' practice of long-termism.
It is worth noting that beverages, as the recognized most volatile track in the FMCG industry, require slow work and careful cultivation for many years in order to breed products that can stand the test of time and the market.
The impatient end can often only be exchanged for a hasty end.
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