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    Home > Biochemistry News > Microbiology News > Second brain - three squirrels' first cross-border nut drink to break the Red Sea market?

    Second brain - three squirrels' first cross-border nut drink to break the Red Sea market?

    • Last Update: 2020-06-20
    • Source: Internet
    • Author: User
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    At present, China's beverage industry has entered a more obvious stage of homogenization, in nut drinks, compared with six walnuts, the three squirrel stakes may not be so high consumer acceptance and core competitivenesson January 13, 2019, the first cross-border nut drink of three squirrels, the Second Brain (mixed nut double protein coffee milk), sold 70,000 bottles on the first day of the cat's flagship store, but then the heat plummeted, according to data provided to business school by three squirrelssix walnuts, which are also plant protein drinks, recently reported their 2018 financial results, which showed 2018 revenue of 8.14 billion yuan, with an average quarterly revenue of about 2 billion yuanit is understood that the "second brain" was first released by the founder and CEO of three squirrels, Zhang Yuyuan, on the 2018 "September 17 China Health Week." It is the first of three squirrels to cross-border beverage industry productsAt the launch of the "second brain" at the beginning of the year, Zhang said that the nut industry still needs to constantly cross-border innovation, not just stand in the nut industry to look at itself, but to look at the nut industry from a different perspective, the entire industry needs to be from the initial processing, to the development of deep and diversifiedhowever, it is widely seen that the three squirrels from the nut industry cross-border to the beverage industry, from a competition is not sufficient blue sea market into the competition has been white-hot Red Sea market, strategic choice is questionable; During the three-month trial period, the flat sales of the "second brain" also seemed to prove that three squirrels were at a disadvantage in the cross-border beverage marketposition the "brain-filling" market?for the "second brain" is what kind of drink, three squirrels in a written reply to business school reporters, said that the "second brain" is a functional properties of the leisure drink, a combination of hazelnuts, Hawaiian fruit, batan wood, pistachios, cashew nuts and other 6 kinds of nuts ground made of strong jam, mixed with imported milk powder, so that it has a combination of plant nut protein and milk protein double proteinAdded MCT and dietary fiber, with a certain ability to eliminate fatigueWith a strong coffee flavor, can effectively supplement the body's energy needs, to solve the contemporary young people "brain tired", "brain is not enough" dilemmaobviously, the "second brain" is not a normal drink, but a functional drink with brain-replenishing demands, the target population should be close to "six walnuts", "dew" and other plant protein drinksBut the "second brain" is slightly different in its formula, according to three squirrels, and instead of using the usual walnuts and peanuts, the second brain uses six more high-end tree combinations, such as hazelnuts, to ensure better plant proteinAt the same time, by adding cow's milk protein, the quality of the "second brain" is much higher than the previous plant protein drink" adds a coffee flavor to create a more distinctive taste that is more in line with the taste needs and tone sourins of young peopleCompared with a certain cow and other functional drinks, the second brain is a non-functional drink, but also through the targeted design of consumption scenes, to create a psychological to physiological relief effect of brain fatigueThree squirrels saidthe three squirrels in 2018 to complete the transformation, proposed the "five-in-one" business modelThat is, deep-cultivated products, play the whole network, based on the line, win in the country, precipitation capacityThat is, first of all, to develop consumers, market favorite products; second, interesting, creative to build, self-dissemination through social media; three is the Cat Line-based, great traffic to the market, feedback data and product improvement and improvement;it is understood that the current "second brain" is only sold in three squirrel Tmall flagship storesAfter verifying the product through online channels, the future "second brain" will enter the feeding shop, squirrel shop, especially through the retail access to the country's offline shops and other channelsOn the first day of sale, 70,000 bottles were sold, and in March the overall sales of 300,000 bottles were tepidmarketing means lack of difficult to break the Red Sea marketit is well known that China's beverage market is the world's most competitive market, each market segment has many brands to participate in the competition, however, the market leader brand is still Coca-Cola, Pepsi, Master Kang, Unification, Wahaha, Farmer Shanquan these old beverage enterprisesEven in the vegetable-protein beverage market, lulu, almond dew and six walnuts firmly occupy the market's main sharethree squirrels as an e-commerce brand, its sales channels mainly concentrated in the e-commerce platform, the past success comes from anthropomorphic Internet marketing, through the shaping of three squirrels this IP, won the love of young peopleBut in the beverage market, facing the traditional mass market, channels to the traditional business super, husband and wife shop channels, e-commerce channels have almost no advantages, and marketing communication is also based on traditional media, relying on high-frequency advertising to expand the impactbut the three squirrels are relying on e-commerce brands and e-commerce channels, drinks on the online basically do not have much advantage, most of the consumption will be more concentrated online under the physical stores, such as business super, street stores to buy, because the characteristics of beverage consumption itself is soMost people are out to play thirsty will choose to buy drinks, is already a more improvised consumption, from this level, three squirrels originally channel advantage, but become a disadvantageand three squirrels launched the "second brain" is a plant protein drink, the dew, almond dew, 6 walnuts and other plant protein drinks, the same positioning "brain", and these mature competition compared to the homogenization of the problem, and in the brand communication, product prices, channel sales and other aspects are at a disadvantage, 9.9 yuan of pricing is obviously more expensive, these disadvantages make the "second brain" difficult to compete with the above brands" China's beverage industry has entered a more obvious phase of homogenization, in nut drinks, compared with 6 walnuts, the three squirrels may not be as high consumer acceptance and core competitivenessZhu Danpong, an analyst in the Chinese food industry, saidin Zhu Danpong's view, in the e-commerce platform more popular beverage is basically imported beverages, there are some small, small and beautiful specialty drinks, three squirrel nut drinks currently do not have a offline layout, with the beverage's mainstream consumer channels and mainstream consumer groups are not in line In addition, there are not many successful cases of cross-border operations of similar enterprises, so there is still some risk in the three squirrel layout beverage market for a beverage, the eve of the market does not do large-scale marketing promotion is very difficult to succeed, not to mention the "second brain" this functional vegetable protein beverage, do not do a certain scale of marketing promotion and marketing education, consumers are difficult to accept this new product, form consumption habits; Source: Business School
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