The relationship between oatly Oat Milk and Cafe the celebrity oatmeal milk brand OATLY has a market capitalization of 77 billion.

On May 20, this special day, for OATLY, it is also a very special day, OATLY went public!

At 21:30 on the evening of May 20, Beijing time, oat plant protein brand OATLY successfully landed on Nasdaq and became the "first share of oat milk".

It is understood that the OATLY offering price of 17 U.S. dollars, as of the close, the market capitalization of about 12 billion U.S. dollars (more than 77 billion yuan).

On May 12th, we mentioned in the coffee shop "Oat Milk Brand OATLY is confirmed to be listed with a valuation of US $10 billion" that after OATLY updated its prospectus to SEC, some people in the industry said: if the market capitalization of online celebrity oatmeal milk brand OATLY exceeds the "artificial meat first share" Beyond Meat after listing, it may accelerate the development of oat milk and plant milk market.

At present, the market capitalization of online celebrity oatmeal brand OATLY is as high as 77 billion, although it did not achieve the 163 per cent rise of "artificial meat first share" Beyond Meat on its first day of trading, but OATLY's market capitalization has surpassed Beyond Meat by nearly 80 per cent (Beyond Meat's total market capitalization reached $214 million on the day of its listing).

Understandably, OATLY is already the world's largest oatmeal beverage company.

According to official data, OATLY originated from the Swedish oat milk brand in the 1990s and was founded in 1994, but it really entered the Chinese market in 2017. With regard to the development of OATLY, why should we sit in more than 10, 000 cafes in Oat Milk OATLY? "there is an introduction in this article. If you are interested, you can review it.

In fact, in just a few years, the success of OATLY depends largely on becoming the best CP with cafes.

There are three main reasons for partnering with a cafe.

first.

The bold positioning of the brand

In the cafe, because some consumers are lactose intolerant, can not drink milk coffee, and "oatmeal milk plus coffee" just to meet the needs of lactose intolerant consumers.

Although "oatmeal milk" literally means "milk", the so-called "oat milk" does not actually cover milk, but a cereal drink made of oat + water. "Oat milk" is based on plant oats. Cereal drinks made by adding a small amount of vegetable oil and special enzymatic hydrolysis technology in the production process are similar to the texture of milk in taste, so they are popular among lactose-intolerant people and coffee lovers.

In the early days, this brand was also created by a scientific research team that discovered "lactose intolerance". When it first entered the United States, it also followed the route of "anti-milk". When developing oatmeal milk, Rickard ö ste, one of the founders of OATLY, also wanted to let people suffering from lactose intolerance have "milk" product freedom. when positioning the brand, OATLY boldly put the consumer group into the lactose intolerant group.

In addition, OATLY oat milk has a special patented enzyme technology, its oat plant protein products can not only retain high-quality dietary fiber-β-glucan, but also add flavor, so that the product taste "tastes like milk", the unique taste and flavor has become the preferred brand of many cafes.

Second.

Have a background in coffee industry

Almost all OATLY's teams have a background in the barista industry. OATLY oatmeal milk is not only loved by baristas, but because almost all of OATLY's teams have a background in the barista industry, they can also be promoted internally through a group of baristas, which is one of the reasons why OATLY has more than 10, 000 cafes.

In 2015, because OATLY CEO Toni was also a coffee insider and ran a coffee shop, this experience also had a profound impact on the brand's business, and the operation of the OATLY brand shifted from the original retail channel to the coffee market channel.

On the other hand, due to the emergence of OATLY oatmeal "milk" in the coffee industry, the concept of "oatmeal milk" comes into the eyes of consumers more frequently.

The initial formation of the domestic oatmeal milk brand echelon stems from the strong promotion of "OATLY oatmeal milk + coffee". After entering the Chinese market in 2018, OATLY was able to quickly enter the cafe. In 2020, OATLY also had the Chinese name "Oh Maili".

After that, it can be said that the global oatmeal giant OATLY became famous in the coffee circle, and has always received everyone's attention, and then become a "regular customer" in the eyes of consumers.

According to statistics,

In April 2018, OATLY entered 52 cafes.

In May 2018, OATLY entered 220 cafes.

In June 2018, OATLY entered 532 cafes.

In 2019, OATLY began to work with the new tea brand Xi Cha, during which it launched oatmeal Milk Bobo and launched three types of plant ice cream on Tmall.

In April 2020, OATLY announced that it would enter Starbucks stores in mainland China to launch a variety of oatmeal drinks, which is another new plant milk customization experience following Starbucks' handmade drinks based on soy milk for Chinese customers in 2007.

In addition, domestic boutique coffee chains Manner Coffee, SeeSaw and other coffee brands subsequently added oatmeal milk and coffee to their menus and launched oatmeal lattes and other products.

As of last year, oatmeal milk OATLY had more than 10, 000 cafes.

Third.

The importance of capital

Of course, OATLY today, in addition to the influence of its own brand and the strong blessing of cafes, it is also necessary to attach importance to capital.

Data show that OATLY oatmeal milk, as a brand represented by emerging plant milk, has completed three rounds of financing in less than a year, which shows its rapid development.

In July last year, OATLY completed a star investment group led by Blackstone Group. Former Starbucks CEO Howard Schultz (Howard Schultz), famous host Oprah Winfrey, actress Natalie Portman and Roc Nation, an entertainment organization founded by Jay-Z, raised $200 million with a valuation of $2 billion. In addition, OATLY has been the target of capital as early as 2016. That year, OATLY received an investment from China Resources Weilin Health Investment Co., Ltd.

The popularity of capital has also promoted OATLY to a great extent.

Last,

So how far OATLY, a brand of oatmeal milk with a market capitalization of 77 billion, can go in the future will probably only take time to know.

* Image source: Internet