text: Snacks
Winter is gone and spring is coming, and the first thing you can feel the bright spring atmosphere should be your taste buds. Recently, in order to prepare for spring consumption in advance, Weiquan Daily C Juice was officially launched on the berry peach flavor. hopes to continue to attract young consumers with its sour and sweet natural taste and super pink and high-value packaging.
In fact, this time the flavor of berry and peach is a "hot product" that has returned again. Last year, this product became a hot-selling product as soon as it was launched, and even the phenomenon of "hard to find a bottle" in the channel has also driven strong growth in Weiquan's sales performance. Based on the consumer's voice and the outstanding achievements of the product itself, this year, flavors have officially adjusted the flavor of berry peach from seasonal limitations to regular supply, and upgraded in promotion and marketing to help it become the "C position".
product development strength
Although it has only been launched for a year, the taste of berry peach is not low in the hearts of consumers. On Weibo, many fans interacted with the official Weibo account and asked about its release date. So, what is its charm?
We start with product development. Most of the pure juices currently available on the market are single-variety fruit juices. Since pure juice does not add sugar, flavor, etc., the taste and flavor are also relatively limited, and mainly depend on the flavor of the fruit itself.
, and the taste is carefully prepared in the product research and development of pure juices, making a breakthrough in the flavor level. It is understood that the flavor of berry peach "is selected the No. 13 American variety strawberries and Japanese Kubo variety peaches. While achieving a delicate balance between sourness and sweetness, it also allows the flavors of strawberries and peaches to be displayed in a bottle of juice."
flavor mixing is a major strength of Weiquan Daily C. The popular Weiquan Daily C orange juice is made by blending oranges from three origins including Brazil, the Mediterranean, and the middle and upper reaches of the Yangtze River in China to create the best sugar-acid ratio, so that the aroma and taste are optimally balanced.
At present, the market foundation of berry peach flavor is solid and is deeply loved by young people. The pioneering exploration of new tea brands such as Heytea has made berry-flavored cheese fruit tea popular among young consumers. This time, Weiquan Daily C follows the trend of young people and decisively upgrades the "Internet celebrity" flavor to regular supply. Combined with its healthy and delicious and the selling point of the cold chain short-term and freshness throughout the process, it is expected to increase the daily repurchase rate of berry flavor users.
Not only that, on the bottle packaging, Weiquan Daily C berry berry peach bottle is designed with an INS style design and is fresh and cute. For young female consumers, it also brings new materials to share daily life on social media.
While making good products, there are also new ways to play in promotion. How to make this hot product launched in spring more springy? flavors daily C combines it with cherry blossom season.
Weiquan said that such a marketing plan is based on a large number of consumer insights: "Now young people have a high enthusiasm for getting close to nature, and trendy lifestyles such as camping, frisbee, cycling, and picnic are increasingly popular among young people. In spring, camping and picnicking are the choices of many people. Therefore, Weiquan finalized the cherry blossom season. We hope that our juice can go to the life scenes of consumers and accompany the beautiful moments of life."
, as a fast-moving consumer goods product that is ready to buy and go, how can we wait for an opportunity to win the memory points of consumers in the fragmented information age? The shelf layout, promotion, and shopping guide promotion in the store all play a good role in publicity and guidance.
At present, offline channels are still the key to winning the juice beverage brand. According to data from China Business Industry Research Institute, my country's juice and beverage retail channels are mainly supermarkets, accounting for 60.9%. The second is convenience stores, accounting for 14.9%, while the e-commerce platform accounts for 13.1%. At the same time, offline channels are also the core touchpoint for brand and consumer communication.
offline core channels, such as convenience stores, mass-market supermarkets, etc. Weiquan Daily C's product area has been replaced with brand new materials for the cherry blossom season, and it is filled with the joy and liveliness of spring from the inside out. For consumers, passing by such store decorations, they have to stop and "spend spring" in a small range, which also improves the conversion rate of new customers and the retention rate of old customers.
"marketing genius" in the juice industry
The competition in the food and beverage industry is becoming increasingly fierce, and how to play tricks on packaging is also the focus of consumers' attention. The "2021 New Trend Insights for Food and Beverage" released by Ipsos pointed out that 58% of consumers are very concerned about the packaging design of food and beverages, and 62% of consumers say that innovations in packaging design can make them more willing to buy this product.
When it comes to the number one player in packaging design, we will think of Coca-Cola, the Wanglaoji of herbal tea, and juice, Weiquan Daily C, is well deserved to enter the top camp and is a "marketing genius" with unlimited creativity.
weiquan Daily C play bottle creativity can be traced back to 2015. At that time, the brand first tried the waters and achieved success in the bottle. The taste of sweetness can be said to have "played through" the bottle in recent years, and has successively launched spelling bottles, wishing bottles, love bottles, Emoji bottles, etc. The brand of Tiedai Weiquan and the bottle design of flowing water. Through so many bottle creative designs, we also see Weiquan’s two creative main lines.
On the one hand, Weiquan Daily C hopes to establish emotional connections with consumers, seek resonance, and let the products and brands go further and enter the hearts of consumers. Take the early reason bottle as an example, "You work for eight hours on the computer, you have to drink juice", "I didn't sleep well last night, you have to drink juice", "You don't like to eat vegetables, you have to drink juice", this series of slogans have observed small details of the work and life of young people at present, which hits the values of young people who occasionally die and pursue small happiness. At the same time, through these small details that fit the lives of young people, they remind young people of the benefits and scenes of drinking pure juice, starting from a bottle of juice, caring about themselves and the people around them.
This year's Spring Festival, Weiquan Daily C launched the Fu character bottle in accordance with the situation, allowing everyone to send blessings to themselves and their relatives and friends during the New Year.
weiquan Daily C2022 CNY Fuzi Bottle
On the other hand, Weiquan Daily C series accurately captures the current young people's unremitting pursuit of personalization and their high interest in social networks, making beverages not only drinks, but also have social attributes.
First of all, young people now advocate personality and do not want to follow or follow. Weiquan Daily C uses a bottle of juice to let them find their own interests. A spelling bottle is a good case. If you want to send any blessings, you can spell out whatever you want.
Secondly, young people today are all experts in "surfing the Internet". Operating their own social networks can be a weapon even if a bottle of juice is. Previously, the EMOJI bottle launched by Weiquan Daily C printed various interesting expressions on the bottle, attracting many young people to forward and post on their circle of friends. This lies in the creation of product social attributes.
weiquan Daily C EMOJI bottle
Pure juice top brand
In recent years, my country's beverage market has been expanding continuously, showing strong growth potential. The "2021 Beverage Consumption Trend Insight" released by CBNData shows that the market size has reached 991.4 billion yuan in 2019, and is expected to exceed 1.3 trillion yuan in 2024. The popularity of beverage consumption has increased, and consumers' advanced demand for taste and health has become prominent. 75% of consumers believe that health is very important to beverage categories, which has also led to the rapid growth of healthy beverage categories including plant protein beverages and pure fruit and vegetable juices.
At the same time, from the perspective of different generations, the report also pointed out that post-90s generations prefer sparkling water, pure fruit and vegetable juice and functional beverages have become the opportunity categories for post-90s generations.
As the leading brand of pure juice category market share, Weiquan Daily C has completed a comprehensive product matrix layout, with 21 SKUs covering common fruit and vegetable varieties such as oranges, carrots, grapes, mangoes, apples, etc. At the same time, Weiquan Daily C has precisely established the position through outstanding features such as "low temperature short-term insurance, and the selection of global fruit raw materials", winning the young, highly educated and high-income female group, and has established and continuously strengthened the image of mid-to-high-end brands in juice beverages.
It is worth mentioning that Weiquan is still using black technology to continuously build a brand moat, improve its digital and intelligent capabilities, and achieve a stronger balance of production and sales.
According to Weiquan, in 2019, the company launched a sales forecasting system to systematically include various elements that affect sales such as weather conditions, promotion frequency and previous years data, and then derive sales volume next week based on machine learning and model algorithms. Shelf identification is also a highlight of sales forecasts.
Now, the staff needs to take out their mobile phones, take a photo in front of the shelf and upload it to the backend. The system can automatically collect information such as the location of a large number of products in the shelf, price, competitive product promotion status, and sales efficiency of different places in each row of shelves to make corresponding analysis, which effectively saves a lot of time and energy.
Those who win young people win the world, and the younger generation is increasingly becoming the main force in consumption upgrading and the new economy. In the food and beverage industry, Weiquan Daily C is undoubtedly the leader in winning young people. Its strong product research and development capabilities have made it firmly capture the taste buds of young people, and the continuous development of new marketing ideas has given the brand a personality and charm. In the long run, any product has its life cycle, and a brand that is brave enough to seek change and innovate is expected to cross the cycle and continue to be young and energetic like its consumers.
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