In recent years, many new consumer brands have emerged in China's beverage market, such as Yuanqi Forest, Hankou No. 2 Factory, Wuhan No. 2 Factory Soda, Fruit Ripe, and Tea Xiaokai. As consumers' health awareness continues to increase, sparkling water is becoming more and more popular. The new herbal sparkling juice brand "Good Hope Water" was born in this context, with a cumulative financing amount of more than 100 million yuan, and has won the favor of well-known institutions such as Challenger Capital, Black Ant Capital, Fuji Capital, and China Growth Capital.
According to public information: Good Hope Water was established in 2018 and is a beverage brand that started from the catering channel, and its main product is the "Wang series" with local characteristic fruits as raw materials, in addition to sparkling water series, herbal tea series, Li Huanxi series, and care series.
Founder and CEO Sun Mengge studied fashion design and marketing in college, won the runner-up in the model competition, and started his own business before graduating, opening a "big skewer" in Jiangsu and Zhejiang, combining barbecue and tavern formats. In the process of operation, she found that after eating spicy food, consumers have a very strong demand for spicy, greasy and oily digestion. At that time, this market was still blank, carbonated drinks were high in sugar and easy to flatulence, and ordinary fruit juice could not relieve spicy and bring refreshment. As a result, several partners wanted to make a drink that was both greasy and healthy.
The first product "Wangshan Hawthorn" came into being. In order to meet the current trend of healthy food consumption, they do not add additives such as flavor and pigment, and use fresh fruits to make dried fruits, and then boil them in sections, and at the same time integrate raw materials such as black plum, rose water, tangerine peel, licorice, roselle, etc., plus the aerated process of craft beer, to create a unique "sand taste", which distinguishes the product from traditional hawthorn drinks.
Wanghawthorn is positioned as a sparkling herbal drink, avoiding head-to-head competition with brands such as Genki Forest and Coca-Cola. On the other hand, instead of rushing to develop supermarket and convenience store channels, it accurately positioned barbecue, hot pot and other "heavy oil, heavy spicy" catering consumption scenarios, which soon became popular.
After getting off to a good start, Good Hope Water successively launched "Wangpeach Blossom" with white peach juice, honeysuckle and jasmine as the main raw materials, which are mostly used in leisure scenes such as afternoon tea and outdoor flowers, while "Wangxingfu", which uses Northwest apricots as the main raw materials, and "Wangmei Hao", which uses Zhejiang bayberry as the main raw materials, mostly appear in wedding banquets and reunions.
Good Hope Water Wangmei Good Xingfu Engagement Drink Sparkling Water Hawthorn Juice Happiness Beautiful Souvenir Drink Customized ¥99.8 Buy
In terms of design, Good Hope Water adopts a youthful packaging concept, with an artistic calligraphy as the brand vision of Chinese style, plus the same glass bottle design as San Pellegrino, and a name with wishes, which meets the needs of consumers for "Po photos" on social media, and also makes each product have the value of "Wishing Pool".
In terms of marketing, choosing brands, talents, and artists that match their temperament to cooperate and co-create content is the core logic of Good Hope Water in content marketing. For example, he cooperated with Xiao Ce, the chief director of UP at Station B, to release the brand advertising short film "If You Want to Wear a Crown, You Must Bear Its Weight", co-launched the documentary "Fortunately There is Chinese Food" with Xiaoman Studio, co-branded with high-end national skin care products East Beast to launch a limited gift box, and launched a co-branded sweatshirt with China's trendy brand Crying Center.
Good Hope Water also cooperated with Gong Linna to successively launch the spicy divine comedy "Gong Lin Spicy", the blessing divine comedy "Good Hope Song", "Gollum, spicy and spicy, spicy and spicy, eat spicy and drink hawthorn", "I want to look at the mountains and rivers and look at the hawthorn, hope for the rich and look at the peach blossoms" and other lyrics and melodies, which made many netizens call "too top". In addition, during the New Year's Day, with the theme of good wishes, the Good Hope Market was opened at the Qian Wang Temple in West Lake, Hangzhou, and the "100 Girls Got Married" activity was launched for three consecutive years, integrating party + market + exhibition to create a "wedding ceremony" for women.
According to the data, the sales volume of Good Hope Water reached 120 million yuan in 2020, and the sales scale exceeded 500 million yuan in 2022, and this figure exceeded 700 million yuan last year. It has entered 10,000+ catering channels such as Tan Yaxue, Haidilao and Xiaolongkan, more than 20 high-end hotel brands and 100+ high-quality homestays such as Aman Fayun and Hilton, as well as more than 25,000 offline retail stores, with a 100% increase in core catering channels throughout the year, and nearly 70% of the total revenue comes from offline.
However, in the view of co-founder and CMO Xia Mingsheng, there is an invisible life and death line in the beverage market - 2 billion yuan, and there is still a long way to go for Good Hope Water. In April this year, the brand launched a new product "Care" series, including barley water, longan water and other herbal drinks, laying out the market segment of plant-based sugar-free drinks. We'll continue to see.