Wangwang has a comprehensive layout of the coffee field, and its brand Bond launched bottled ready-to-drink coffee for only 3.5 yuan.

I believe that the deepest impression of many friends on Wangwang Group is that the two cans of Wang Zai milk in the hands of Li Ziming, a classmate of Class 3 and 6, are full of maternal love. Now, Wangwang will make more new moves in the coffee field. Wangwang's Bond Coffee brand launched ready-to-drink coffee at a price of only 3.5 yuan.

China's coffee market has entered a period of rapid development. Before the outbreak of the epidemic, the larger domestic coffee brands were Starbucks, Nestl é, Ruixing and so on. After the outbreak of the epidemic, with telecommuting becoming more and more common, the demand for coffee is also increasing. A large number of local coffee brands such as MANNER COFFEE, Sumitagawa, three and a half meals and so on appear, and there are more and more kinds of coffee. From the common three-in-one to today's hanging-ear coffee and instant high-quality coffee powder, none of them reveals that the Chinese demand for coffee has entered an era of rapid development.

Millennials and Generation Z young people have become the main consumer force in the market. Among them, the vast majority of millennials have become white-collar workers in high-rise buildings, while 1/3 of young people of Generation Z have reached adulthood and nearly 1/4 have entered high school. This generation has gradually stepped into society and entered their career. Nowadays, most coffee consumers in China still have a refreshing effect on coffee, but there is no specific demand and cognition for flavor and culture.

In addition, the new trend in coffee consumption is convenience and speed, and even though cafes such as Starbucks are starting to attract consumers with the "third space", there are more small shops that are ready to go. Compared with offline cafes, instant coffee has lower asset and cost requirements, and can be integrated into a variety of scenarios. The Bond brand is even good at hitting on the younger generation, setting its sights on the hot new field of that year, e-sports, as early as 2019, increasing the chances of appearing in the online competition circle and making more consumers aware of Bond as a ready-to-drink coffee brand.

According to data released by the China Food Network, China's ready-to-drink coffee market will reach 14.9 billion yuan in 2021, and by 2022, the global ready-to-drink coffee market will grow faster than bottled water and soft drinks.

Wangwang Group started the coffee business as early as the last century. The Bond brand launched the latte in 1998. Wangwang's Bond Coffee brand is also one of the first brands to enter the ready-to-drink coffee market in China. In 2017, Bond launched 240 ml cans of iced coffee and latte; in 2020, caramel macchiato and mocha in 240 ml cans and 145 ml mini; 125ml boxed light milk latte, light alcohol black coffee and 250ml bottle light milk latte in 2021; and in 2022, Bond Coffee launched two new flavors of light milk series, light milk caramel and light milk mocha.

In the period of rising costs of coffee and milk tea, major coffee brands and tea brands are scrambling to raise prices, and Wangzi Bond Coffee at such a low price of 3.5 yuan can certainly attract the attention of consumers. In addition, since the outbreak of the epidemic, people prefer healthier foods, and some products labeled low-sugar, low-calorie and low-fat products are more enthusiastically sought after by consumers. Wangwang Bond also seized the opportunity to launch light milk with the same "healthy" label, reducing excessive fat, trans fatty acids and other ingredients that have too many negative effects on health, and tastes more refreshing.

With milk, syrup and other excipients, the original bitterness of coffee can be weakened to a greater extent, becoming a bottle of dairy products with a scorched smell of coffee, making it easier for the public to accept products such as coffee. At a time when there is a shortage of consumer funds, among the healthier coffee products to choose from, we can see that Bond coffee, which costs 3.5 yuan a bottle, has its advantages.

Instant coffee and freshly ground coffee, which are also coffee products, although the flavor of instant coffee is not as good as freshly ground coffee, the price of instant coffee accounts for only about 1/5 of freshly ground coffee when only refreshing effect is needed. Nowadays, Chinese coffee consumers do not have much understanding of coffee flavor and coffee culture, that is, the market for drinking coffee is huge, and even functional drink brand Eastroc Super Drink has joined the competition of ready-to-drink coffee. Even farmers, Vita and other brands are competing to make ready-to-drink coffee.

Seeing here, do the friends feel the fragrance of a bottle of WangBond coffee worth 3.5 yuan?

Photo Source: Internet

Video: Tencent Video (Wang Wang Advertising)

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