With the continuous growth of China's coffee market, ready-to-drink coffee has become a new consumption hotspot. With its precise market positioning and innovative product strategy, Dongpeng Beverage Group's ready-to-drink coffee brand "Dongpeng Big Coffee" not only meets consumers' needs for quality and taste in the fierce "involution" market competition, but also is committed to building its own core competitiveness and stands out from many brands.
Dongpeng coffee raw coconut latte
According to the data, the market size of ready-to-drink coffee in mainland China will be about 9.64 billion yuan in 2021, and it is expected to grow at a rate of 15.7% in the future and reach 20.41 billion yuan by 2026. This huge market cake has naturally attracted many beverage giants to enter the game, and the market competition is becoming more and more fierce. In such a market environment, Dongpeng Dajia has broken through the competition through continuous product innovation and optimization of marketing strategies.
Product quality innovation: launched the big coffee raw coconut latte
In October 2023, Dongpeng Dajia launched a new flavor of raw coconut latte, which carefully selects coconuts imported from Southeast Asia and adopts the freshness process of raw squeezing to retain the fragrance of natural coconut milk. At the same time, the choice of coffee beans is uncompromising, with a double bean ratio of Arabica and Robusta beans carefully selected to ensure the rich aroma of the coffee. The "uncompromising" product stems from the strict control of raw materials and the fine polishing of the process, which makes the big coffee raw coconut latte receive a warm response from the market as soon as it is launched.
Dongpeng coffee raw coconut latte
The raw coconut latte series of this product, with its unique taste and health concept, has successfully attracted modern consumers who are looking for freshness and healthy eating. The coconut milk content in the product is ≥8%, providing consumers with rich nutrition without excessive calories; Low sugar and no trans fatty acids, the caffeine content is ≥ 20mg/kg, which not only ensures the refreshing effect of coffee, but also takes care of consumers' attention to healthy diet, which is in line with the trend of modern people seeking a healthy and low-calorie diet.
Marketing breakthrough: precise reach and cross-border cooperation
The uniqueness of the product alone cannot completely break through the encirclement. Dongpeng Dajia is constantly seeking innovation and change in marketing strategy, focusing on the close integration of the brand with the daily life of consumers. First, target office workers and students. Dongpeng coffee is clearly aware that these two groups are the most important main consumers of ready-to-drink coffee. Office workers often cope with high-intensity work and need caffeine to refresh their minds; Students also have a soft spot for refreshing coffee during the test-taking and study phases. Therefore, in the advertising campaign, Dongpeng celebrities cleverly implanted scene elements that are highly suitable for the target group, such as "staying up late and working overtime" and "studying for exams", to hit the pain points and needs of consumers.
Second, seize the "tired and sleepy" consumption scene. Coffee is a reserve energy choice for people to solve physical and mental fatigue. In response to this, Dongpeng Dacai has carried out strategic cooperation with Zhaopin.com, launched activities such as "1-day experience officer recruitment of big coffee", and linked Dapeng, Ren Zeping, Hulan, Jiang Nanchun, Promise and other big coffee in different fields, aiming to build a platform so that job seekers have the opportunity to get close to industry leaders, so as to get inspired spiritually and find direction and motivation in the workplace competition.
Dongpeng big coffee X Zhilian recruitment
Through this cooperation model, Dongpeng not only provides a physical refreshment, but also provides a spiritual supply in the workplace. In the context of the "Golden Three, Silver and Fourth" job hunting season, the cross-border marketing of Dongpeng Big Coffee and Zhaopin.com has reached a large number of consumers who are in the period of job search dislocation and workplace exhaustion, injecting a steady stream of motivation and inspiration into their career journey.
Epilogue:
All in all, the success of Dongpeng Dajia in the ready-to-drink coffee market is not accidental, it relies on the accurate grasp of market trends, combined with its own advantages for product innovation, and combined with creative marketing strategies to create a unique brand image. In this process, the brand has always adhered to high standards of product quality and marketing strategies that meet the needs of the market, which is also an important reason why it can stand out in the highly competitive market.