Herbal tea has always been the representative of Chinese healthy drinks, and now it has also joined the army of fighting for taste - recently, and its new product "and its positive bubble herbal tea", whether it is the bubble world, or the herbal tea circle, this is a surprising bold attempt.
What young man has not experienced the guilt of drinking "fat house water"?
However, the refreshing and stimulating sensation brought by carbonated bubbles is irreplaceable. As a result, more and more people have shifted their enthusiasm for Coke to sparkling water, whether it is paris sparkling water from France becoming a symbol in China, or Yuanqi Forest becoming the darling of the market and capital in 2020, which proves this. For increasingly discerning young people, health and taste, they all want.
Herbal tea has always been the representative of Chinese healthy drinks, and now it has also joined the army of fighting for taste - recently, and its new product "and its positive bubble herbal tea", whether it is the bubble world, or the herbal tea circle, this is a surprising bold attempt. Herbal tea and sparkling water, it seems that the wind and horses are not comparable, but in the era when sparkling water is just in time and sparkling water can add almost everything, why can't traditional Chinese herbal tea?
and it is adding steam to herbal tea,
The herbal tea market finally has new water flowers
When you first hear "bubble herbal tea", you will feel that this is a taste full of imagination space, after all, it is an innovative mix-and-match, which cannot help but make people curious.
"And its positive bubble herbal tea" uses a unique Chinese herbal medicine fresh boiling extraction patent technology to process, in which non-phosphoric acid bubbles are added to form a unique taste, also known as "Cola herbal tea". However, unlike carbonated drinks such as traditional cola, which use phosphoric acid (calcium loss may be caused by long-term large consumption), its positive bubbles are non-phosphoric acid, which is healthier while satisfying the refreshing taste.
As an herbal tea brand, "herbal tea craftsmanship" is the foundation of its establishment for many years. On sparkling herbal teas, their patented technology guarantees that it takes only 2 hours from raw material cleaning to canning, greatly preserving the active ingredients of the plant herbs.
Stimulating the invigorating taste, the effect of clearing heat and reducing fire, it can be seen that the new product of "and its positive bubble herbal tea" wants to meet the new demand of current beverage consumption.
In 2008, Chen Daoming's slogan of "clear fire, be a person should be atmospheric" made Heqi, who was only born for 1 year at the time, quickly become popular. It was the best era of herbal tea in China, the market growth rate was gratifying, and it was relying on its adherence to product craftsmanship, the first PET bottled herbal tea, and large bottles, more affordable differentiated play, occupying its own stable place in the era of track brand doubling.
Over the years, it is the only herbal tea brand that carries out plant extraction in real time, insisting on the use of Chinese herbal raw material production line on-site boiling extraction and filling process, to maximize the nutritional composition of raw materials, and to retain the mellow taste characteristics of traditional herbal tea.
One of his R&D personnel recalled in an interview with the media, "Because we had to adhere to the online extraction process, at the beginning, we had to manage 6 factories at the same time. It is now much more difficult to manage 18 factories across the country than other companies to manage a juice concentrate factory, but it is also this insistence that allows the quality of hezheng to be recognized by consumers. ”
Although it is not as good as the competitors who once fought crazy marketing wars in terms of market volume and attention, he has been steady and pragmatic for many years and has his own loyal brand consumer group. In recent years, sugar-free tea, fruit juice, sparkling water, oat milk, soy milk..... The endless stream of new fashions has created a new batch of explosive drinks, and in this context, the herbal tea drink market that has passed during its peak period is extremely quiet and rarely action.
This time, and the new products of herbal tea with steam that it is launching, for the herbal tea market, it is a stone that stirs up the market and increases vitality, which will take the lead in stirring up new splashes for the industry.
In the era of cross-border competition,
And it is looking at the opportunity of a new category of herbal tea
The era of beverages has changed. The competition in the herbal tea market is no longer a competition with its Zhengjiaduobao Wang Laoji, but herbal tea must compete with milk tea and juices.
Young people became the main body of the consumer market, and the prevalence of social media accelerated the spread of their consumption choices.
Street herbal tea itself has old-school traces, and the consumption scene is relatively single, mostly when people eat, especially in the hot pot such a hot scene will choose to drink, which is the traditional Chinese herbal medicine efficacy as a product advantage, and its positive and herbal tea market at present can not avoid the problem.
The launch of "Cola Herbal Tea" is a gesture of favor to young people in the herbal tea market, and may become a new opportunity for the herbal tea market.
China's soft drink industry has experienced five waves in the past 20 years, from carbonated drinks and bottled drinking water to tea drinks, juice drinks, and functional drinks. Sparkling water is a wave of carbonic acid that appears in an escalative and iterative way, which is sought after by young people today. According to the data of the Prospective Industry Research Institute, the overall domestic soda market size will be about 15 billion yuan in 2019, and it is predicted to reach 32 billion yuan by 2025. Haitong Securities' june 2021 research report said that sparkling soda sparkling water is both healthy, delicious and fashionable, and it is optimistic that sparkling sparkling water will continue to be loved by the rapidly rising Generation Z consumer group and grow into another high-quality product.
In this context, and its insight into the consumers, especially the young group of sparkling water demand, combined with their own original brand advantages, created a new product of bubble herbal tea, innovatively promoted the extension of the herbal tea market boundary, for communication with young consumers, provided a product fulcrum, enriched the product matrix, injected new vitality into the brand.
Moreover, the mix-and-match product design of bubble herbal tea and the packaging design "stem" such as "fire extinguishing gas" will leave a memory point for young consumers and have the potential to form social media grass dissemination. At the same time, the addition of bubbles makes herbal tea products more fashionable and casual, and also helps brands get rid of the inherent impression of hot pot collocation and appear in more consumption scenes.
To sum up, and its launch of the "bubble herbal tea" has promoted the population expansion and boundary extension of the herbal tea market, once it successfully captures the hearts of the Z generation, it is expected to become a new category in the herbal tea market and will be a new opportunity for industry expansion.
and its positive breakthrough new products,
It is inseparable from the "big parent" Dali boost
For any brand, an innovative breakthrough is an adventure at first. And it is about to catch up with the "bubble +" trend, behind which is the boost of its parent company, Dali Food Group.
Dali Food, which is listed on the Hong Kong stock market, has incubated a number of well-known national head brands, including Dali Garden, Kebik, Delicious Dian, DouBenDou, Lehu, etc., and is regarded as "China's Nestlé".
Like many Fujian businessmen who are sensitive to the market and have a low-key style, In the 32 years since its establishment, Dali has gained accurate insight into consumer needs in many fields such as small bread, sandwich cakes, potato chips, sports functional drinks, soy milk, etc., and can gain a firm foothold in various segments.
Xu Shihui, chairman of Dali Food Group, once said, "If you want to be a leading brand, you must start from the height of the industry, study the characteristics and personality of each industry, and let each brand become a representative of the industry." "This is a food multi-brand management company, the core of the competitiveness.
Behind the multi-brand management model, while realizing the independent development of sub-brands, it also forms the sharing of resources in research and development, channels, marketing and other aspects, forming a synergistic advantage of 1+1 greater than 2.
Darley Food Group has 21 subsidiaries in the country with a total of more than 30 food and beverage production bases. Behind the strength of such large-scale production is the formation of favorable control of upstream raw materials. For example, Heqizheng can deploy the top raw material supply chain in the country, bringing together 7 kinds of high-quality raw materials of "three flowers, three grasses and one leaf" to achieve fresh collection in season, which is a super supply chain control ability.
For beverages, channel laying almost determines life and death, people need to see products on the shelves in order to complete the purchase, in the vast China, channel strength will determine the volume of a brand. At present, Dali Food Group has more than 5,000 distributors, more than 12,000 full-time sales staff to support about 3.5 million sales points, and the terminal channel share is more than 85%, which is the "big business" that the group's parents have accumulated for 30 years, which can bring a vital thrust to the sub-brands. Such channel strength ensures that new products can complete the largest scale of goods at the fastest speed and lowest cost. For Darley, this is also empowering multiple brands with the strength of the group, maximizing the use of resources, and achieving multi-brand synergy.
The new product of bubble herbal tea shows the innovative research and development ability of the hezheng brand, and has the courage to take the lead in breaking the game in the herbal tea market. The next step of channel laying and terminal operation can give full play to the resource advantages of Daliduo Brand Group and have the opportunity to become Dali's new benchmark and explosive products.
Zong Qinghou, a big man in China's beverage industry, once said that the beverage industry is not outdated and will always be a sunrise industry. Unlike most industries, which fluctuate with the ups and downs of the economic cycle, demand for consumer goods is little elastic. Although beverages are an industry that needs rapid response, the sales rate and turnover rate almost determine the life and death of products on the channel. But on the other hand, because of the "eternal sunrise", beverage competition is more test of long-distance running ability.
In this marathon of herbal tea, he qizheng has always been a steady and pragmatic seed runner. Now, with young ideas and innovative new products, and it is taking the lead in opening a new track.
In the next stage of herbal tea, Dali Foods pressed the accelerator button, and it was about to accelerate.