What brand of oatmeal milk does oatmeal milk work with? oatmeal milk development

On Sept. 6, KFC official account announced that the limited oatmeal ice cream jointly signed with OATLY is new across the country.

Limited oatmeal ice cream products have two flavors: chocolate oat ice cream and strawberry oat ice cream.

In addition, OATLY announced a partnership with the family convenience store.

This cooperation is a new breakthrough for OATLY. According to data, the whole family convenience store has more than 2900 stores in the Chinese market.

In the first half of this year, OATLY also announced retail partnerships with Yonghui supermarket, Metro, Wal-Mart, Sam's Club and 7-Eleven.

After this series of big moves, it is not difficult to find that online celebrity brand oatmeal milk giant OATLY is speeding up out of the single scene of the cafe.

Before that, OATLY oatmeal milk had already owned more than 10, 000 cafes and was listed on Nasdaq on May 20 this year, becoming the "first share of oatmeal milk". The industry defined this move as injecting a shot in the heart into the plant milk race track and even the plant-based race track. (as previously reported by ←, click the blue word to see the full text.)

In fact, the rapid development of OATLY in just a few years since its arrival in China in 2018 is visible to the naked eye, and the success of OATLY depends largely on becoming the best CP with cafes.

In 2018, OATLY initially entered the Chinese market, the Chinese market for the concept of "plant milk" is completely blank.

From 2019 to now, the concept of "plant-based" has been unexpectedly popular in the Chinese market and its popularity has remained high. OATLY, which takes the coffee market as the starting point, has also become an "Internet celebrity" in recent years, especially last year, oat dairy products ushered in a big explosion.

To put it simply, "plant-based" is actually a plant-based diet, which includes plant milk, plant meat, plant-based drinks, plant seafood, plant eggs and so on.

The industry calls 2020 the "first year of plant meat" in China, because the listing of the US plant meat company "Beyond Meat" triggered a heated discussion of plant meat in the Chinese market in May 2019, while "oat milk" in the plant milk boom driven by OATLY also became popular in public view.

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 coffee shop, 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 December 31, 2020, OATLY provides dozens of oatmeal milk products to about 60, 000 retail stores and 32000 coffee shops worldwide

In 2020, OATLY also had the Chinese name "Oh Mai Li".

After OATLY went public, its first earnings report showed that in the first half of this year, its Asian market revenue was $51.156 million, accounting for 18 per cent of its revenue in the first half.

From "supporting role" to "protagonist", OATLY can not go to today without the strong blessing of the important scene of "Cafe", or more bluntly, it is coffee that has boomed OATLY.

"if you spend 627 hours painting a wall that catches the attention of baristas, well, that's what we'll do."

Now, however, OATLY is trying to get out of the coffee circle, such as:

In traditional retail chains, OATLY has partnered with Wal-Mart, RT-Mart and Yonghui, as well as well-known member warehouses Metro and Sam.

In terms of convenience stores, OATLY and 7-11 have expanded their distribution in Greater China, including retail shelves and coffee bars.

In terms of new retail, OATLY has been stationed in JD.com, ele.me, box horse and other platforms.

People in the industry predict that the size of China's plant milk market will double by 2025. Under the temptation of the huge market, OATLY, as the pioneer of oatmeal milk track, is no longer satisfied with the field of coffee, but has entered more fields, thus opening up a new space for development. it can also be concluded from a series of actions this year that OATLY will continue to plough the Chinese market after walking out of the cafe scene. And rely on more diversified new product innovation, channels and the expansion of new consumption scenarios.

Finally, I would like to say:

Although OATLY is speeding up out of the Wanjia Cafe scene, starting to omni-channel layout and expand more consumption scenes, but! It is not easy for OATLY to seize the Chinese market. How will OATLY develop in the future? let's give the answer to time.

* Image source: Internet

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