Beverage shoppers very often make impulsive purchases. What is the trick behind influencing shoppers' impulse buys to get your product picked among a whole shelf of dazzling products? How to create that certainty against uncertainties?
Be it ready-to-drinks or made-on-spot drinks, liquid drinks or solid drinks, coffee, tea, or fruit juice, the drinks business is all about drinking, fighting for that mouthful of space. As scenarios tend to overlap and category boundaries become blurry, it is time to look at the business of drinking with fresh eyes.
How to reach a consensus with consumers?
Recruitment for plant-based drinks~
Plant-based drinks come to market wave after wave since the success of Oatly. However, this category has not been satisfactorily successful in finding itself a role except for being paired with coffee.
With giants' attention and the blossom of variety segmentations, is the upgrade of the bottled water market metaphysics?
Functionality seems to be the top buzzword in the current round of food and beverage evolution towards health awareness. The journey of functional drinks appears to be bumpier than that of functional foods. Why not we take some time returning to the starting point and thinking again: do drinks seriously need functionality?
Everyone has their own perception of "tasty", a qualitative description that is understandingly hard to measure. However, a good taste that pleases certain taste buds, despite not all, is an essential element to all drinks. Is it possible to convert the subjective judgment into a set of standards for reference, and bring tasty new drinks to market by following a relatively standardized protocol?
Colorless, tasteless bottled water seems to be boring, but strong-flavored beverages seem to be "too much" for consumers with increasingly health-conscious. How to balance the need for hydration with a "just right" flavor? Near-water drinks seem to offer an alternative.
How to bring consumers back to their childhood, to their hometown and to the place where love begins with a beautiful flavor?
The flavor journey of a beverage is also an unforgettable journey that goes hand in hand with consumers.
On a land of 9.6 million square kilometers, the taste memories of 1.4 billion people are variety. How to capture the beautiful flavor from the local terroir? How can local flavors go out to the whole country and even the whole world?
New-style teas have not escaped from involution after high-speed growth, can we find more opportunities in segmentation categories?
An increasing number of made-on-site drink brands release pre-packed products, while pre-packed drink brands making attempts at brick-and-mortar stores. Both are doing the business of drinking. What do they have to learn from each other?
The development of new-style teas has released the potential of the entire tea market, ready-to-drink tea has also taken advantage of the rapid development.
However, from the point of view of the product, the innate advantage of the new-style teas in taste, texture has opened a large gap between ready-to-drink teas.
How to upgrade and innovation, so that ready-to-drink tea could replicate the sensory experience of freshly made tea, to gain a competitive advantage in different scenarios?
Originated from China, tea has yet found a branding approach that is truly Chinese. Nationwide tea-producing regions form the basis of product diversity as well as hell-like challenges in standardization in production and brand management. What is the right approach to establish standardization in production and branding?
Love makes a good coffee, let's coffee together~
How long does it take to 'plant' a cup of coffee? It took Yunnan a hundred years. What stage has Yunnan coffee reached today? How can coffee estates, baristas and brands work together to promote the development of China coffee?
Needs a cup of coffee!
The lemon slices in the cup, the rosemary grass decorated on the cup, every detail of the svreative coffee can bring a more complete sensory experience, which is the more important meaning of specialty coffee in addition to "creative".
Light up coffee innovation with technology.