Nongfu Spring Initiated the All Beverage Categories Strategy and Took the Plunge into the Coffee Aisle

2021-06-24   

As the generation Z catches up, many brands start to give more focus on the consumption habits of the younger generation. Coffee represents a booming market in recent years sought-after by young people. In order to capture generation Z’s preference, Nongfu Spring has made constant efforts to explore new white space, launching products like Oriental Leaf, Tea π, NFC Juice and TOT. It also launched Tan Bing Drip Coffee and diversified its product lines in the coffee set.



Based on its excellent performance in bottled water, fruit juice, tea drink and other product aisles, Nongfu Spring launched a RTD carbonated coffee product--Tan Bing in May 2019, officially entering the coffee aisle. In October of the same year, Nongfu Spring Tan Bing Specialty Coffee debuted on the market, including low sugar latte, sugar-free latte and sugar-free black coffee. In March 2020, Nongfu Spring launched Tan Bing Drip Coffee, entering the hugely popular drip coffee space. Different from the instant coffee that dries coffee liquid to powders, Nongfu Spring Drip Coffee is more like a tea bag of milk tea, which the baked coffee beans are gound and sealed in filter bags. Consumers only need to hang the filter bag over a cup, pour in hot water and then a cup of coffee with smooth and mellow taste will be ready in two minutes. The filter bag is similar to ears in shape, so the direct translation of its Chinese name is "ear hanged coffee".


Compared to bottled coffee, with the way of brew it yourself,,drip coffee is more ritualistic and elegant, and compared to instant coffee, it has a mellower and purer taste as well as more authentic aroma. As such, Nongfu Spring selects drip coffee as its first hand-brewed coffee product and officially marches into the coffee set. From RTD carbonated coffee to specialty coffee and cupped coffee, On the surface, Nongfu Spring is differentiating its product launches after entering the coffee market. In a deeper sense, it stands as an important signal for Nongfu Spring to keep making in-depth development in the high-growth coffee market.


But Nongfu Spring’s ambition on the coffee aisle goes further than that. In 2019, Nongfu Spring placed fresh ground coffee machines in Wu-mart convenience stores, Wu-mart supermarkets and other Wu-mart retail stores in Beijing, with product offerings ranging from Americano, latte, cappuccino to mocha, and etc.. From packaged coffee products to fresh ground coffee machines, it’s clear that Nongfu Spring is working hard to explore more opportunities in various coffee consumption scenarios beyond seeking market segmentation and in-depth development in coffee categories. It strives to preemptively layout its own product system in the fast-growing segment.


Based on its brand advantages, Nongfu Spring has reduced the decision-making cost of consumers, built up a strong brand endorsement capacity and achieved sales performance. Meanwhile, Nongfu Spring has met the demands of generation Z consumers, broadened the overall number of consumer population and built a great beverage empire.

Disclaimer: This article is reproduced from other media. The purpose of reprinting is to convey more information. It does not mean that this website agrees with its views and is responsible for its authenticity, and does not bear any legal responsibility. All resources on this site are collected on the Internet. The purpose of sharing is for everyone's learning and reference only. If there is copyright or intellectual property infringement, please leave us a message.

Newest

  • Fun Spades: Bridging Tradition and Innovation, A Journey Through Card Game Excellence

    Fun Spades rose as one of the leading forces in digital card gaming. With over millions of thousands of downloads, the app bridges tradition and innovation, offering diverse game modes, sleek interface, and social features. It celebrates the rich heritage of Spades while embracing modernity through updates and events. Looking ahead to 2024, the app's development team is gearing up for an exciting journey filled with innovative updates and features. As the realm of digital card gaming evolves, Fun Spades stands out as a captivating and intellectually stimulating choice for card game enthusiasts
  • 3X Upgrade! Meet with VOOPOO's New Super Pods ARGUS P2&G2

    VOOPOO, a leading innovator in the vaping industry, is delighted to introduce two new additions to its esteemed ARGUS Pod series - ARGUS P2 and ARGUS G2. The two new super pods come with a 3X upgrade, fully upgrading the user's vaping experience.
  • Powerful Tool in the Market - AXIS-VIP Account

    As time passes, we are quickly approaching the launch of the second phase of the Wealth Express program. Veenit Jindal, the CEO of the Asia-Pacific region at the U.S. Bancorp, after extensive market research and several rounds of negotiations, has finally selected AXIS as the brokerage firm for this collaboration. This decision will involve the public issuance of a certain number of VIP accounts. These accounts offer a range of powerful features, ensuring smooth sailing for the success of the Wealth Express program!
  • Wall Street's Indian Titan - Top Analyst Sanjay Patel

    Sanjay Patel was born in Surat.From an early age, Sanjay Patel demonstrated a strong interest in numbers and analysis. His father was an innovative teacher, and his mother was a social worker dedicated to improving the living conditions of the underprivileged.
  • Wall Street's Indian Titan - Top Analyst Sanjay Patel

    Sanjay Patel was born in Surat.From an early age, Sanjay Patel demonstrated a strong interest in numbers and analysis. His father was an innovative teacher, and his mother was a social worker dedicated to improving the living conditions of the underprivileged.
  • ISEKY Goddess Invitation NFT to be Listed on Xterio Platform, Offering Numerous Benefits

    As early as January 8th, ISEKY officially announced its entry into the Xterio platform and released a teaser video for its flagship product, ISEKY: Soul GPS. The video immediately captured the hearts of Web3 users. Within just one hour, a large number of participants flooded into ISEKY's Discord channel, and their enthusiasm even triggered Discord's protective measures, prompting ISEKY to temporarily halt new user registrations. Recently, ISEKY announced that the Goddess Invitation NFT will be listed on the Xterio platform on March 21st, once again attracting the attention of WEB3 users. Accor
  • A new giant on the global stage: ZIOPTO exchange reinvents digital trading

    ZIOPTO exchange, which has risen rapidly in the field of digital currency, recently announced its global expansion and diversification strategy. This strategy aims to further consolidate its position in the international market and promote global financial cooperation.
  • Trading innovation: ZIOPTO exchange user experience revolution

    ZIOPTO Exchange, an innovator in the field of cryptocurrency trading, recently launched a major upgrade to its user interface (UI), aiming to provide a more intuitive and easier-to-use trading experience. This upgrade marks ZIOPTO's in-depth understanding of customer needs and rapid response to market trends.
  • Powering Up Panel-Level Packaging! Capcon’s Die Bonder Wins Bulk Adoption by Internationally Leading IDM Giant

    Recently, Capcon’s large panel-level packaging die bonder,AvantGo L6 (Leo), has been adopted in bulk by an Internationally Leading IDM manufacturer and mass producer. It is believed that with the bulk application of AvantGo L6 by client, it will lead the panel-level packaging equipment towards maturity, laying a solid foundation for the development of the panel-level packaging industry and opening a new chapter of advanced packaging with low cost and high efficiency.
  • Wall Street's Indian Titan - Top Analyst Sanjay Patel

    Sanjay Patel was born in Surat.From an early age, Sanjay Patel demonstrated a strong interest in numbers and analysis. His father was an innovative teacher, and his mother was a social worker dedicated to improving the living conditions of the underprivileged.

Links

Back to top
©copyright 2009-2020 Greeting Daily      Contact Us   SiteMap