Recently, as the largest consumer goods exhibition in the Asia-Pacific region, the 4th China International Consumer Goods Expo (hereinafter referred to as the Expo) is in full swing in Hainan, it is worth mentioning that it is not only a global consumer boutique gathering place, but also the vane of the consumer market, the first show of all kinds of global new products.
Nashi noticed that Yike Huoquan's new product, "Yike Huoquan Freshly Brewed Tea", a subsidiary of Yili Group, made its debut at the Consumer Expo. With its unique 0 addition and the characteristics of "one twist and one shake, fresh brewing", it brings a healthier, more convenient and interesting tea drinking experience to the participants. With the help of this international event to convey the oriental tea culture, a new track of "freshly brewed tea", a sub-category of sugar-free tea, has been created, showing the innovation speed of Chinese enterprises with innovative achievements, and virtually accelerating the new journey of the development of the sugar-free tea era.
Create a new category of sugar-free tea
China's first screw-cap freshly brewed tea was unveiled at the Expo
From 1997 to the present, the entire sugar-free tea category has been silently dormant in China for more than 20 years, and the trend of consumption hotspots has finally blown into this category. Now that sugar-free tea is only in 2023, the top 20 brands will launch about 50 new sugar-free tea products, and more and more new brands are beginning to enter this blue ocean market, hoping to get a piece of the pie. However, judging from the current market of new products, almost all of them are devoted to price, taste and raw materials, but it is rare to see a combination of products and drinking experience.
As a leading health food company, Yili Group is well aware of the popularity of sugar-free tea among young people, and at the same time, consumption habits tend to be more rational and focus on quality consumption, and more and more young consumers will pay for sugar-free tea with better taste and healthier. At the Consumer Expo, as a sub-brand of Eke Huoquan took the drinking experience as a breakthrough and broke the technical barriers of the industry, and launched China's first screw-cap freshly brewed tea - Yike Huoquan Freshly Brewed Tea, which adopts the self-developed patented fresh-lock lid technology to completely seal the original taste of tea, realize 3 seconds of instant dissolution and brewing and drinking, and restore the original taste of freshly brewed tea without damage. Its emergence breaks the singleness of sugar-free tea categories, and truly achieves the taste of freshly brewed tea, that is, freshly brewed = fresh, and also adds a new blue ocean to the sugar-free tea market.
The unique way of drinking Ike's freshly brewed tea has attracted the attention of countless visitors as soon as it was exhibited, and they have come to check in and try it. On the Xiaohong platform, many consumer tap water notes have been harvested, and the novel experience has invisibly endowed the product with Internet celebrity genes.
In Nashi's view, tea drinking has a history of more than 100 years in China, and Yike Huoquan Freshly Brewed Tea breaks the traditional inherent cognition and drinking method with subversive innovation, providing consumers with a healthier, fresher and cleaner new choice for tea drinking. It invisibly allows the world to see the innovation speed of Chinese enterprises, and at the same time, it brings new inspiration to the innovation and development of various industries.
"Twist and shake, fresh and fresh"
Create a unique product moat
More and more practitioners realize that the sugar-free tea market needs to build a brand moat, transform the temporary sales explosion and traffic growth into user assets, and achieve long-term operation.
From the perspective of Nashi, Yike Huoquan freshly brewed tea has become a check-in point at the Consumer Expo, which is popular with consumers all over the world, and it effectively solves the difficulties in the process of sugar-free tea and the pain points of consumer demand:
01. Freshly brewed
At present, sugar-free tea on the market will be melted with tea and water during processing, resulting in the gradual oxidation and discoloration of the tea soup during the storage process, the tea aroma will weaken, and the degree of refreshment will also decrease, which directly leads to the pursuit of delicious and quality consumers, different from the traditional sugar-free tea, Yike Huoquan freshly brewed tea consumers only need to "twist and shake" to melt the freeze-dried tea in water, to achieve 3 seconds of instant dissolution, freshly brewed and drunk, and restore the original taste of freshly brewed tea without damaging the flavor. This way of drinking freshly brewed experience is undoubtedly resonant with the soul of young people who are curious, pursue individuality, and dare to try new things.
02. Really 0 sugars 0 added
In recent years, new sugar-free tea products have emerged in an endless stream, and they have advertised themselves as real sugar-free teas, but for young people who pay attention to the ingredients, they have found that in addition to water and tea raw materials, sodium bicarbonate and vitamin C are added to the vast majority, and artificial additions are used to prolong the best taste. The Ike Huoquan Freshly Brewed Tea adheres to the principle of 0 sugar, 0 calories and 0 additives, and never adds any additives, so that consumers can truly taste the purity and nature of tea, and make the only true sugar-free tea in the channel, giving consumers the healthiest and good products.
03. Lock fresh process
Without any additives, it means that locking freshness is the key, and this is also the insurmountable technical gap of many enterprises to lay out sugar-free tea track, Yili Group has accumulated many years of technical strength, after countless repeated experiments to overcome this problem of locking freshness, the first tea separation type lock fresh cap technology, the bottle cap is light and oxygen isolation, and completely locks the 100% fresh original leaf tea extracted at low temperature, avoiding oxidation and flavor loss after mixing with water, and realizes the real separation of tea and water.
In the view of Nashi, Yike Huoquan freshly brewed tea will be freshly brewed = fresh through the action of opening the lid in the minds of consumers, to achieve the communication effect of 1+1>2, and the innovation and upgrading of the product not only brings new blue ocean business opportunities in the category market, but also consolidates the brand's leading position in the sugar-free tea market.
No innovation, no future
Continue to write the innovation speed of Chinese enterprises
Innovation is an important foundation to attract consumers and enhance core competitiveness, only to meet the new consumer needs in the market, continuous innovation, in order to continue to enhance the core competitiveness of the brand.
Just like the advent of Ike Huoquan freshly brewed tea, subverting consumers' cognition and drinking habits of ready-to-drink sugar-free tea can be described as a step-by-step achievement of category innovation and change from the details. From tea selection to freshly brewed tea process research and development, a bottle of freshly brewed tea with both quality and health has been created, which not only meets the needs of consumers for higher-quality products, but also gives birth to a more convenient new scene of Chinese tea drinking, and excavates new incremental space for the development of sugar-free tea channels.
In fact, the innovation of Yike Huoquan freshly brewed tea is only a corner of Yili's many innovative products, after gaining insight into the needs of consumers for immunity in the post-epidemic era and the aging era, Yili pioneered the "room temperature active lactoferrin directional protection technology" and launched the world's first active lactoferrin organic pure milk...... All kinds of innovative actions are also the concrete embodiment of the concept of "no innovation, no future" that Yili has long adhered to and believed in.
Through 15 innovation centers around the world, Yili has carried out innovation cooperation in the whole industry chain around important fields such as nutrition and health, product research and development, food safety, and breast milk research, and is committed to creating healthy products that meet the needs of the whole population, the whole life cycle and the whole consumption scenario. Build the world's leading intelligent smart ranch at the source to achieve carbon reduction at the source, build a smart factory in the midstream and adopt innovative resource conservation and recycling technologies to improve the use rate of clean energy, and promote the digital and intelligent operation of consumers in the downstream and develop and launch zero-carbon products, leading the new trend of low-carbon consumption, truly achieving full-link intelligent closed-loop management, and driving new momentum for the green development of the industry while continuously improving production efficiency and consumer experience. In addition, Yili has jointly launched the "Sustainable Development Enterprise Action Initiative" with a number of well-known enterprises and established the "Zero Carbon Alliance" with 88 global strategic partners, continuously expanding the global "Circle of Carbon Reduction Friends", sharing carbon reduction results, green responsibilities, and a zero-carbon future with partners, and sharing green and healthy innovation achievements with the world.
epilogue
As we all know, the Consumer Expo can be called the "vane" of the consumer market, and the appearance of Ike Huoquan freshly brewed tea not only pointed out a new direction for the development of the sugar-free tea market, led the sugar-free tea market into the era of freshly brewed tea, but also allowed the world to witness the quality of sugar-free tea from China.
At the same time, Yili Group has always adhered to the vision of "becoming the world's most reliable health food provider", and has continuously penetrated into the market to gain insight into consumer needs with a tireless and innovative attitude, so as to create higher quality and more diversified health products for consumers. Let's wait and see!