Holding net celebrity coffee, Yuanqi Forest’s coffee strategy is ready to come out

Holding Internet celebrity coffee

Holding Internet celebrity coffee

FMCG has noticed that during the Spring Festival, Aiwo Kafei (Beijing) Technology Co.

, Ltd.
(NeverCoffee affiliate, hereinafter referred to as: Aiwo Kafei) undergoes business changes.

It is worth mentioning that in this change of corporate information, the registered capital of Never Coffee has increased from RMB 1 million to RMB 1,357,200.
In 2016, Beijing Hongtai Qihang Venture Capital Center, which participated in Never Coffee's investment in Never Coffee, withdrew.
The shareholders after the latter's equity penetration included Sheng Xitai of Hongtai Fund and Yu Minhong of New Oriental.

In addition, Xie Danyang, who appeared in October 2020 as a partner of Yuanqi Forest and deputy general manager of national sales, will serve as the chairman of Never Coffee.

Public information shows that Aiwo Kafei was established in June 2015.

It is an original specialty coffee brand and has undergone 3 rounds of financing.
The company’s legal representative Liu Zuofei, whose business scope includes food sales; technology development, technology promotion, technology transfer, technology consulting, technology services; computer system services; data processing, etc.

And Never Coffee is a bottled ready-to-drink coffee category, priced at 9.

9 yuan per bottle.
The products include ice-brewed black coffee, ice-brewed lime coffee, ice-brewed latte, as well as premium hanging ear coffee, premium coffee beans and coffee peripheral products.

In fact, as early as 2017, Yuanqi Forest CEO Tang Binsen invested in Lovewo Kafei as the founder of Challenger Capital.

So far, Challenger Capital still accounts for 20% of Never Coffee.
However, the person in charge of Yuanqi Forest has said that Never Coffee’s investment has nothing to do with Yuanqi Forest and has not planned coffee categories.

However, the speculation about Yuanqi Forest making coffee did not cool down because of the denial of the spokesperson.

Especially at the end of 2020, when Ran Hao, a former personnel executive of Ruixing Coffee, joined Yuanqi Forest, people have to doubt that Yuanqi Forest has the ambition to make coffee.

In August 2020, news showed that Genki Forest might launch new coffee products "Kurozawa" and "Assuke".

The bottle packaging style and slogan are similar to Genki Forest.
Since the manufacturer is Kunshan Tongshi Enterprise Co.

It is understood that "Kurozawa" coffee is an iced black coffee, the main feature is "0 sugar, 0 fat, 0 energy".

It is made from Colombian Huilan coffee beans or Brazilian Hirato coffee beans and extracted at low temperature for 8-12 hours; "Shanjie" coffee is mainly positioned as "no sugar, no milk fat", with a purer taste and low-temperature extraction.
The retail price of "Kurozawa" coffee is about 10 yuan per can, and the retail price of Assuke is slightly lower than that of "Kurozawa".

Although the two products have not yet been officially launched, it can be seen from the transformation of Yuanqi Forest’s identity to Aiwo Kafei from a strategic investment to a formal holding that the entry of Yuanqi Forest into the coffee industry is just around the corner.

A new battle for ready-to-drink coffee

A new battle for ready-to-drink coffee

It is not surprising that Genki Forest makes coffee.

In fact, there are not many beverage categories with market potential in recent years, and ready-to-drink coffee has always been given more expectations.

On the one hand, in recent years, the industry generally believes that ready-to-drink coffee has great commercial potential, and there is no monopoly brand, which is in line with the conditions for the incubation of elephant-level explosions.
On the other hand, as consumers' requirements for coffee flavor are constantly improving, instant coffee can no longer meet people's consumption needs, and the emergence of higher-quality ready-to-drink coffee is in line with current consumer needs.

There is a view that the era of ready-to-drink coffee in China is coming.
According to Euromonitor International data, China's ready-to-drink coffee market share is expected to reach 14.
9 billion yuan in 2021, and the global ready-to-drink coffee market will grow faster than bottled water and soft drinks in 2022.

Data from the Ipsos "2020 Instant Drink Coffee Innovation Trend Report" shows that compared with 2019, the penetration rate of ready-to-drink coffee in 2020 is 143, of which milky coffee is 138, and the flavor is mostly latte or mocha.
Ready-to-drink black coffee increased significantly, with a growth index of 207.

It is undeniable that the outbreak of the black swan epidemic in early 2020 has accelerated the reshuffle of offline coffee.
For example, two-thirds of Man Coffee’s stores were closed, 10% of COSTA’s stores in China were closed, even Coffee closed all offline stores and turned online, Ruixing was exposed to financial fraud, and 1021 stores were closed.

However, under the epidemic situation, the convenience of users has become prominent, and consumers' demand for coffee has begun to shift to ready-to-drink and online, which has stimulated huge consumption potential.
The data shows that Tmall’s coffee category (mainly ready-to-drink coffee) increased by 80% during the epidemic, and sales increased by 50%-60%.
After the epidemic, it has achieved a growth of more than 100%.
In addition to traditional players such as Nestle, Starbucks, Uni-President, and Master Kong, retail giants such as Nongfu Spring, Yili, Mengniu, Coca-Cola, and Pepsi have joined the ready-to-drink coffee battle.

From the changes in the market and the changes in people's buying behavior, it can be seen that the consumption habits of users in the coffee market are taking the space consumption represented by Starbucks and moving towards the daily functional consumption and habitual consumption of the general public.
In the domestic coffee market, under the agitation of the giants, players are still in the stage of staking and vying to gain a firm foothold.

With the entry of Internet companies such as Yuanqi Forest, the reshuffle of the ready-to-drink coffee industry will further accelerate.
After the big waves are scouring the sand, where is the value of the product itself is the key to retaining users.
It is worth looking forward to how Genqi Forest, which specializes in product differentiation research and development and youthful marketing, will perform after entering the coffee market, but it remains to be seen.

Beyond the Internet celebrity bubble water

Beyond the Internet celebrity bubble water

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