The brand Sakura is on sale season, and the domestic tea is limited to the flower season

When it is scarce, it becomes more charming

In the romantic cherry blossom season, the flowering period is short but there are many derivatives.

Brand Sakura Sale Season = Seasonal Limited + Flower Economy + Romantic Scenes + Beauty Economy + Girly Complex + Her Economy + Super IP

Seeing more of the big international brands' favor for Sakura, let’s take a look at the domestic brands, and how do you borrow arrows from a straw boat under the spring breeze?

· Flower season limitation of domestic tea drinks·

· Flower season limitation of domestic tea drinks·

Short flowering period + limited explosion

Short flowering period + limited explosion

Just like the pumpkin element in the North American market in October, Starbucks’ cherry blossom element products in Asia have been launched for 15 consecutive years.

Starbucks is familiar with the limited cases of cherry blossoms.
Its users even look forward to Starbucks’ cherry blossom season products and surroundings every year.

Ruixing Coffee, Hankou Second Factory

Ruixing Coffee, Hankou Second Factory

Back to the domestic market, we are delighted to find that Hankou No.

2 Factory, Yuanqi Forest, and Ruixing Coffee have all launched cherry blossom season products.
In the limited marketing, the momentum of Sakura is significantly higher than that of other flowers.
The years of education of international brands have allowed users to continuously improve the acceptance of Sakura's limited products.

▲ Luckin Coffee Sakura Limited

At this time, the domestic brands and the international market are unified marketing, which can not only harvest domestic consumers, but also attract overseas consumers by the way.

Due to the short flowering period of the cherry blossoms, the commercial value of its limited sale is increased.

Within the short and urgent marketing scope, consumers are constantly stimulating impulsive consumption.

Products that are out of date are fleeting.
Missing this time and waiting for another year.
Even with the addition of cherry blossoms on the product packaging, sales of the products have increased during the spring period.

Rui O Cocktail

Rui O Cocktail

In addition to milk tea and coffee, Rui Ao Cocktail also launched a cherry blossom spring limited edition, creating a romantic solitary scene of "the twins of pink and daisies, there is a beautiful one", directly hitting the brand's slogan: Weibo, a small wine for one person.

Being single can also be romantic.

The brand matches seasonal scenes from emotional identification to gain users' love.

· Flower ideas for domestic snacks·

· Flower ideas for domestic snacks·

Material scarcity + creativity breaks the circle

Material scarcity + creativity breaks the circle

Sakura itself is tasteless, which makes more consumers want to explore its taste.

As a great food country, we naturally will not waste this super raw material.
Behind the short flowering period is the scarcity of materials, and the product itself has its own hunger marketing attributes.

Herbal Flavor

Herbal Flavor

The domestic brand Baicaowei combined with the national wind animation to launch the cherry blossom season limited gift package.

From packaging design to product development and content marketing, it strives to meet the diversified needs of young consumers.
It is not only delicious, but also national style and two-dimensional.

According to statistics, the proportion of female animation users in China has exceeded 63%, and the majority of animation users are under the age of 24.

Baicaowei integrates "Pink Sakura" and "Animation" to fit girls' fantasy of romance and love, and through Gao The beauty packaging broke through the circle and won the two-dimensional fans in one fell swoop.

▲Baicaowei second yuan COS blockbuster

Wuhan University Cherry Blossom Crisp

Wuhan University Cherry Blossom Crisp

With reference to the economic income of Japan's cherry blossoms in 2018, it was nearly 650 billion yen, which is equivalent to hosting an Olympic Games.
Wuhan University, famous for its cherry blossoms, has become an important IP on campus.
The cherry blossom viewing festival of Wuhan University can be said to be a condensed version of Japan's cherry blossom economy.
It replicates Japan's extreme romance.
After all, art knows no borders, and flower culture is even more so.

Under the high integration and innovation of flowers and aesthetics of Wuhan University, the cherry blossom pastry of Wuhan University borrows the powerful IP of campus cherry blossoms to produce creative food, so that consumers are not only visual enjoyment, but also the taste of cherry blossoms.
Put it in your pocket.

After the epidemic, Wuhan has attracted more attention.
People cannot go to the site to watch Wuhan University cherry blossoms.
Buying a box of Wuhan University cherry blossom pastry can be regarded as a form of blessing for Wuhan.
Wuhan University can also take advantage of the cherry blossom economy with Wuhan specialty products.

After breaking up with Yinlu, Nestlé battles ready-to-drink coffee again: competing for the "first bite" market

After breaking up with Yinlu, Nestlé battles ready-to-drink coffee again: competing for the "first bite" market

After breaking up with Yinlu, Nestlé re-emphasized its old business-the ready-to-drink coffee market.

In the 1980s, with the ad slogan "It tastes great", Nescafe was popular all over the country, becoming the first sip of coffee that many consumers drank.
Currently, many brands have been deployed in instant coffee, ready-to-drink coffee and freshly ground coffee.
Consumers have more choices, and Nestlé needs continuous innovation to ensure its position in the coffee field.

Recently, Nescafe has launched a new silky latte-the spring limited cherry blossom souffle latte.
Could this be the secret of Nestlé’s oversized ready-to-drink coffee market? In the eyes of the person in charge of Nestlé, one of the current trends in coffee brands is taste innovation.

Nestlé said that the purpose of launching new cherry-flavored products is to make consumers willing to try new products and have a good experience with "first sip" coffee, maintain Nestlé's advantage in "first sip" coffee, and leverage more consumers.

Industry insiders believe that Nestlé has a first-mover advantage in the coffee category, and is Nestlé's dominant category, occupying nearly half of the market share in China's ready-to-drink coffee market.
However, coffee brands are emerging one after another, segmenting Nestlé's market.
At the same time, Nestlé is optimizing its product portfolio, divesting part of its business, and needs to consolidate its advantage in the "first sip" coffee for Chinese consumers.

Leveraging new consumer groups, continue to be the first-mover strategy

Leveraging new consumer groups, continue to be the first-mover strategy

Regarding the new action of Nestlé's ready-to-drink coffee business, He Wenlong, senior vice president of Nestlé's coffee business in Greater China, said in an interview with Blue Whale Financial reporter: "The role of ready-to-drink coffee as the'first bite' coffee is also the start of Nestlé.
The first step of coffee culture.
As a key sales season for ready-to-drink coffee, Nescafe creates different flavors through the silky latte series every spring, bringing fresh experiences to consumers.
This product will not have any taste in terms of taste.
The coffee has a strong bitterness and is very suitable for recruiting new drinkers.
"

In fact, most consumers in China experience their "first sip" of coffee from Nescafe.
In the 1980s and 1990s, Nestlé relied on the ad slogan “It tastes great” to make Chinese consumers equate coffee with Nestlé.
Consumers believed that coffee should be as good as Nestlé 1+2.
companion.

With the spread of coffee culture in the Chinese market, Chinese consumers have gradually realized that the first coffee they drink is instant coffee, which is only one of many types of coffee.
For this "first sip" coffee market, in 2009, Nestlé began to deploy ready-to-drink coffee and launched classic silky latte products, which became the memory of many consumers' "first sip" coffee.

Data shows that the domestic ready-to-drink coffee market is expected to exceed 14.
9 billion yuan in 2021, showing a strong development trend.
In China's ready-to-drink coffee market in 2020, Nestlé will occupy 42.
6% of the market share, and Suntory, Starbucks, Uni-President, Weiquan, and Coca-Cola will occupy 7%, 5.
3%, 4.
4%, 3.
4% and 1.
6% of the market respectively.

According to Zhu Danpeng, an analyst in the Chinese food industry, to continuously strengthen its advantages in the field of ready-to-drink coffee is for Nestlé to adapt to changes in the consumer market and adjust its pace in a timely manner.

At present, there are many entrants in the coffee field, and Nestlé’s competitors are all giants in the industry, including Coca-Cola, Yili, Nongfu Spring, Weiquan, and C'estbon.
New coffee forces are also emerging in endlessly, including different brands such as instant coffee, ready-to-drink coffee and freshly ground coffee.
Among them, the new beverage brand Yuanqi Forest has invested in the coffee brand Never Coffee, which is bottled and boxed ready-to-drink coffee products.
Sinopec cooperated with Lian Coffee to launch Easy Fresh Coffee at Yijie Gas Station.
In September 2020, the coffee brand Santon and a half completed a round of financing of more than 100 million yuan, and in 2020 "Double 11", San and a half surpassed Nestlé, becoming the first in Tmall's brewing category and the top 1 in coffee category, with sales Breaking 100 million yuan.

Zhu Danpeng believes that although the current Chinese consumer market is showing a diversified trend, the "preemptiveness" is very important for food companies and can determine consumers' consumption thinking and consumption behavior.

Optimize the product divestment of Yinlu and strengthen the superior category

Optimize the product divestment of Yinlu and strengthen the superior category

It is worth noting that the Sakura Soufflé Latte is still produced by Yinlu for Nestlé.

In 2020, Nestlé divested part of Yinlu's assets and completed the optimization in the Chinese market.
However, He Wenlong said that Yinlu and Nestlé are still close partners.
Yinlu continues to manufacture Nestlé's ready-to-drink coffee, and Yinlu is the distributor of Nestlé's ready-to-drink coffee in 12 provinces.

Not only that, Nestlé recently established a product innovation center focusing on liquid beverages and dairy products in Lacey, Qingdao.
It will cover all of Nestlé’s liquid beverages, including ready-to-drink coffee, as well as professional catering solutions for liquid beverages.
Sakura Souffle Latte is one of the first new products developed and launched.

It is understood that Nestlé once set up an innovation center in Yinlu, focusing on the research and development of ready-to-drink coffee, Yinlu peanut milk and Nestlé ready-to-drink tea.
After divesting Yinlu's business, Nestlé adjusted the innovation center of ready-to-drink coffee to Qingdao.

Xu Xiongjun, a strategic positioning expert and founder of Jade positioning consulting company, believes that Nestlé's establishment of a liquid beverage and dairy product innovation center to consolidate its position as the number one market in coffee and other fields is a measure to strengthen its advantageous categories such as coffee.

Data show that in 2020, Nestlé’s sales fell by 8.
9% to 84.
3 billion Swiss francs, of which sales in Greater China was 5.
986 billion Swiss francs, which also saw a high single-digit decline.
However, Nestlé coffee and Starbucks products are in the e-commerce channel.
The coffee business achieved high single-digit growth.

Regarding the growth of coffee business in China, He Wenlong said that due to the impact of the epidemic, school access and convenience store channels have been affected.
However, Nestlé e-commerce has developed rapidly.
In the second half of 2020, the ready-to-drink business "recovered soon", and the growth of Nescafe coffee mainly comes from the increase in sales.

From a global perspective, the powder and liquid beverage segment where ready-to-drink coffee is located is an important source of revenue and profit and growth driver for Nestlé.
, The financial report shows that in 2020, the income of the above-mentioned sector is 22.
256 billion Swiss francs, which is the highest income among the seven major business sectors.
And the profit margin reached 22.
5%, second only to 24.
1% of dairy products and ice cream.

However, distribution is still Nestlé's biggest pain point.
He Wenlong said: "To cultivate coffee consumption culture and habits, we need to experience it through physical experience.
Let consumers try and drink, and then like our products and brands.
At present, in the shop, Nestlé coffee ready-to-drink products are in the market.
The penetration rate of stores and supermarkets is relatively high, but Nielsen’s data shows that there are 6 million small terminal stores in China, and the stores covered by Nestlé are only part of it.
How to open up new markets is where Nestlé still needs to work hard.
"

After the divestiture of Yinlu, Nestlé continues to strengthen the advantageous category of coffee.
Zhu Danpeng believes that, overall, the Chinese coffee market will enter a diversified and multi-layered era in terms of products, channels, and brands.
There are opportunities for two to three leading brands.
With its brand power, Nestlé has a great opportunity to maintain its advantage.

Source: Blue Whale Finance, consumer industry

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