What is the marketing mode of Yuanqi forest beverage products? Did Yuanqi Forest sell wine?

The ambition of Yuanqi Forest is much more than sparkling water and coffee!

After entering the coffee market, Yuanqi Forest can not help but enter the field of wine?

Beijing Guanyun Technology Co., Ltd. (hereinafter referred to as "Guanyun Liquor"), the main operator of Guanyun Liquor, has undergone industrial and commercial changes, with a new shareholder Yuanqi Forest (Beijing) Food Technology Group Co., Ltd. (hereinafter referred to as "Yuanqi Forest"), with a stake of 25.8%, according to the official website of APP.

At the same time, the company's registered capital increased by 17.89 per cent from 11.0733 million yuan to 13.0539 million yuan.

The implication is that Yuanqi Forest is going to lay out the field of wine.

This move of Yuanqi Forest has attracted a lot of attention from the outside world.

If we talk about why Yuanqi Forest is similar to cloud spirits, it is probably because they have similar "Internet genes".

Like Yuanqi Forest, Guanyun Liquor has not been established for a long time. Guanyun Liquor, a product of Beijing Guanyun Technology Co., Ltd., was established in 2014, although it was not very long in 2015. Guanyun Liquor launched its first liquor product in the years after Guanyun Liquor achieved rapid performance.

In recent years, the new consumption field has become the hottest investment area in the investment circle, in which liquor is the largest track in the consumption industry. some people in the industry said before: the market scale of liquor is one of trillion levels. perhaps Yuanqi Forest chose to enter the "wine" field is to take a fancy to the business opportunities.

In fact, Yuanqi Forest has also invested in related wine enterprises before. Tang Binsen, founder of Yuanqi Forest, has previously invested in panda craft brewing, which was founded in 2013 and is also a leading player in China's craft brewing market. in addition, Yuanqi Forest itself has registered alcohol trademarks. According to enterprise inspection data, as of January 10, 2021, there are 375 newly registered trademarks of Yuanqi Forest. Among them, the number of registrations was 3 in 2021 and 173 in 2020.

However, this is not the first time Yuanqi Forest has crossed other areas.

As early as the dealers' conference in 2020, Yuanqi Forest showed its "ambition"-2021 is the "year of products" of Yuanqi Forest, and the R & D expenses and R & D personnel will be three times that of 2020.

Before joining the wine company, Yuanqi Forest also invested in new categories such as light snacks, coffee, energy drinks and mountain ghost chicken soup, while Tang Binsen established Challenger Capital before he founded Yuanqi Forest. According to statistics, the founder of Yuanqi Forest has invested in more than 100 start-ups, including panda craft brewing, ramen noodle theory, Yuanqi Forest and so on.

It is not difficult to draw a conclusion from the multi-category products in different areas launched by Yuanqi Forest that Yuanqi Forest not only wants diversified products, but also seize the market.

As a new consumer unicorn in the beverage industry, Yuanqi Forest became popular by virtue of its "0 sugar, 0 fat, 0 calorie" products. After that, netizens' impression of Yuanqi Forest can be said to be "do what fire"-Yuanqi Forest makes bubble water, bubble water becomes hot; after that, milk tea is also popular.

Yuanqi Forest's product line, which was established in 2016, includes six categories: sugar-free sparkling water, sugar-free milk tea, sugar-free tea, fruit juice sparkling water, bodybuilding light tea and sugar-free functional drinks.

In fact, since its establishment, Yuanqi Forest has constantly launched new products to seize the market, in order to attract more consumers, this investment in wine enterprises also means that Yuanqi forest products are developing in the direction of multi-category and multi-brand.

* Image source: Internet