Recently, Xiang Piao Piao released a performance forecast for the first half of the year. It is expected that the revenue in the first half of the year will increase by more than 30%. Although it lost 44 million yuan, it has reduced the loss by 85.2249 million yuan compared with last year.
Judging from the data, after experiencing the troubles of the epidemic, the business of Xiangpiaopiao has picked up, and the ready-to-drink business is the top priority of future development. The low-sugar and sugar-free positioning under the background of Fangyuan brand is expected to achieve differentiated competition. It is hard to say whether
can successfully get out of trouble with only one product, but the ready-to-drink team of Xiangpiaopiao is worthy of trust.
A few days ago, a reporter from Blue Whale Finance interviewed Jiang Xiaoying, the general manager of the Xiangpiaopiao Brand Innovation Center. She is now in charge of the brand innovation of Xiangpiaopiao, and is mainly responsible for the ready-to-drink business.
At present, the ready-to-drink business will become the main driving force for the growth of Xiangpiaopiao. At present, Lanfangyuan frozen lemon tea has shown a good growth momentum. This is another ready-to-drink tea launched in the past 5 years after Migu Juice Tea.
In the eyes of industry insiders, frozen lemon tea is a category innovation that is truly constructed from the disadvantages of category leaders. It has built a professional brand image and awareness of 0 sucrose lemon tea drinks. The timing of the launch of frozen lemon tea is very good. The lemon tea industry is the only one, and there is no second brand yet. Xiangpiaopiao’s channel capabilities and organizational team capabilities in the traditional ready-to-drink industry are relatively weak. In the future, as the competition in this track intensifies, whether to win this beverage battle requires greater investment and changes.
Leveraging on the differentiation of Lanfangyuan, it is developing its ready-to-drink business
In recent years, Xiangpiaopiao, which started from brewing milk tea, is facing a growth bottleneck. Due to the slowdown of the brewing business and the popularity of a large number of ready-to-drink products, Xiangpiaopiao It also set its sights on the ready-to-drink business, and formulated a strategy of brewing + ready-to-drink two-wheel drive.
In order to form a positioning difference with the Xiangpiaopiao brand, which mainly focuses on brewing products, Xiangpiaopiao boldly launched the new brands of Meco and Lanfangyuan to focus on the ready-to-drink market.
On May 29, 2021, Xiang Piaopiao issued an announcement to acquire 98.87% of the shares of Lan Fang Yuan in an all-cash manner of 150 million yuan, which marked that Xiang Piaopiao took the step of corporate restructuring. Lanfangyuan was originally an offline milk tea shop brand with a long history in Hong Kong. With the entry of Xiangpiaopiao, Lanfangyuan will be built into a cutting-edge high-end packaged milk tea brand.
In 2023, Xiangpiaopiao launched its second ready-to-drink tea, Lanfangyuan Frozen Lemon Tea.
Jiang Xiaoying said that the ready-to-drink segment is the second curve to focus on, but we should not be too anxious, and we must work steadily. "The bottled market is very crowded. To enter this market, we must find our own advantages. Either our product strength is differentiated and competitive, or we have a strong channel network. We do not have strong channels in the beverage business, so we choose to start from the product, Make a breakthrough product.”
According to reports, the biggest feature of Lanfangyuan frozen lemon tea is its expertise. "Lan Fong Yuen brand comes from Hong Kong, China. Frozen lemon tea itself is a Hong Kong-style popular drink. In addition to silk stocking milk tea, Lan Fong Yuen's Central store is also frozen lemon tea. Therefore, from the perspective of consumers' psychological cognition, Lan Fong Yuen has unique advantages Expertise." Jiang Xiaoying said.
In this regard, Jiang Xiaoying said that to make PET products (plastic bottles), first of all, they must meet the characteristics of high-frequency rigid demand and high repurchase. If the repurchase rate is not high, it is easy to be replaced. Lemon tea is a big category, a category with high frequency of immediate demand and high repurchase, and there are great market opportunities.
He Songsong, partner of Ries Strategic Positioning Consulting in China, believes that standing on the opposite side of Vita (lemon tea) contains a huge strategic opportunity. In fact, everyone may not know that Vita lemon tea contains sugar in almost all ready-to-drink beverages. The highest volume, a bottle of more than 14 sugar cubes.
It is understood that in 2021, the Department of Endocrinology and Nutritionists of the First Affiliated Hospital of Zhejiang University School of Medicine found that the sugar content of a bottle of Vita lemon tea is equivalent to 15 sugar cubes, which is higher than Sprite and Coke. Lemon tea has also been criticized for being too high in sugar.
"Actually, the product experience of 'Smoking marijuana' is inseparable from the addictive nature of sugar. Therefore, standing on the opposite side of Vita actually has an opportunity for category innovation of low-sugar lemon tea."He Songsong told Blue Whale Finance and Economics reporter, "This category needs to be upgraded, and the sugar content is very high, which does not meet the trend of consumers' choice of beverages, so there is an opportunity. The blank point of subdividing small categories is sugar-free or low-sugar. lemon tea. "
take chestnuts from the fire, upgrade cognition
Actually, the field of lemon tea is a field with fierce competition.
mainstream beverage giant brands have related products, including Nestle Tea Extract, Coca-Cola's Sunshine Lemon Tea, Yugan Lemon Tea, Uni-President's" "Thai Magic" Thai-style lemon tea and other products. Among them, Vita lemon tea, a brand from Hong Kong, China, is the largest brand in the industry.
Vitasoy's revenue in mainland China is about 3 billion yuan. The latest annual report shows that the operating net profit is 40 million yuan, realized a turnaround, but revenue fell slightly by 2%.
With such fierce competition and so many products, Lanfangyuan frozen lemon tea entered this field as a chestnut from the fire.
He Songsong believes that Lanfangyuan frozen lemon tea The disadvantage of Lemon Tea is that compared with other beverage giants, Xiangpiaopiao’s channel capabilities and organizational team capabilities in the traditional beverage track are relatively weak. With the intensification of competition in this track in the future, will it be possible to win this game? The beverage campaign requires greater investment and reform.
The shortcomings of Lanfangyuan frozen lemon tea are also obvious. Jiang Xiaoying said that what needs to be supplemented is channel strength. "The consumers of Lanfangyuan frozen lemon tea, their own Consumption habits account for a relatively high proportion online, and the proportion of consumption in the convenience system is also relatively large. These channels are what we are going to build with all our strength. The sales volume of Douyin’s self-broadcasting is quite impressive, with a peak of more than 1 million sold in one day. "
's cognition of online and offline channels, Jiang Xiaoying is also constantly upgrading. Before
, Jiang Xiaoying divided the channels into "origin channels, potential energy channels and harvesting channels", and said: "origin channels must form a closed loop, mainly It is used to gain insights into consumer needs and promote product iterations; potential energy channels, including some Internet platforms, are often high-cost channels, but they must be done in order to enhance brand potential and conduct market education; harvesting channels allow enterprises Reap greater rewards. What enterprises need to do is to combine various channels and empower each other. "
At present, Jiang Xiaoying's cognition of online and offline has changed. It turned out that Jiang Xiaoying divided the current functions of online and offline channels very accurately. But now it cannot be divided according to online and offline. Jiang Xiaoying believes: "Online and offline Now it is a state of deep integration, and it is still necessary to return to the essence of business: to create a channel network that integrates online and offline for different consumption scenarios for consumer groups. The channels created include origin channels, potential energy channels, and harvesting channels. "
Jiang Xiaoying gave an example, the origin channel of cutting-edge white-collar workers and exquisite mothers may be Douyin, Tmall online, and convenience stores offline. It is a store, and the harvesting channel may be Pinduoduo, which is widely circulated online, and mom-and-pop stores, which are widely circulated offline. Therefore, in the current Internet environment, we need to use three-dimensional space to think about our origin, potential energy and harvesting channels.
From the perspective of traditional channel logic, the KA channel is a potential energy channel, and the wholesale channel is a distribution channel, which is on a two-dimensional plane. From a three-dimensional perspective, the mobile phone is used as the entrance, and the virtual channel in the air is also constructed. We have established a complete channel network, so we need to think about the channel layout from the perspective of global channels.
Specifically, Lawson’s Family Mart, supermarkets and wholesale markets are a flat channel network, but now because of the Internet, the channels have been upgraded , the origin/potential energy channel has Tmall and Douyin in the air, and FamilyMart Lawson on the ground; consumers will not only contact online channels, nor will they only contact offline channels;
’s change in cognition mainly comes from Jiang Xiaoying’s position The perspective changes brought about by the changes. Previously, Jiang Xiaoying was mainly responsible for the online business and was the general manager of the Internet business department. At present, Jiang Xiaoying has been responsible for the brand innovation of Xiangpiaopiao, and is also responsible for the company’s ready-to-drink business. Talk about the business with the greatest potential for growth and challenges.
As a female "second-generation entrepreneur", Jiang Xiaoying did not back down when the company encountered difficulties, rushed to the front line, and faced the challenges faced by the company, and whether she could upgrade her knowledge of channels and rely on such companies as Lanfangyuan A cutting-edge brand that will make Xiangpiaopiao’s ready-to-drink business bigger and stronger, and help Xiangpiaopiao get out of the trough? We will wait and see.
