China Post and OATLY opened the second postal coffee shop in the country!

Since China Post opened its first post office cafe on February 14 this year, it marks the official layout of the coffee track by the "national team". With the enthusiastic support of everyone, the second post office coffee shop in China officially opened in Xiamen.

Since the country's first post office coffee shop officially opened for business in Xiamen ITC, the public strongly supported it, and from time to time we can see the situation of hot scenes and orders on the Internet. Soon after, due to the closure of the epidemic, along with many restaurants, they were hit and closed.

Even so, post office coffee gradually improved. The official Weibo and Wechat account of Post Office Coffee released a notice of the new store for the country's second post office coffee shop on April 29th. The second store is still located in Xiamen, Fujian Province, specifically at Maojie, Xiamen (No. 12, Dingao Tsai, Siming District, Xiamen).

The second post office coffee store is different from the first one that opened earlier. On the basis of the original postal theme post office, combined with the characteristics of the surrounding environment of Cat Street, the second post office has the elements of cats. It aims to provide a space for cats and cat lovers to rest and communicate.

During the trial period (May 1 to May 14), Post Office Coffee (Cat Street Shop) partnered with OATLY to launch a hidden menu, and consumers needed to speak out if they wanted a taste of its flavor. According to the official password prompt "unknown, green, celestial body", it is not difficult to guess what the password is "what is the green planet".

Some netizens shared that the main ingredients of this cup of post office coffee and OATLY green coffee are coffee, oatmeal milk, coconut milk, grape jelly and so on.

In this joint combination, what is noteworthy is OATLY. With the success of coffee "out of the circle" oatmeal milk brand OATLY, in the recent first-quarter results meeting. The brand's revenue in the first quarter of 2022 was $166.2 million, up 18.6 per cent from a year earlier. Even with the closure of several food and beverage service outlets in China due to the epidemic, OATLY's Asian market revenue was US $28.7 million, up 15.3 per cent from the same period last year.

The OATLY brand has entered more than 21,500 retail stores and more than 37000 catering service stores in Asia in the first quarter, which accounts for 75 per cent of OATLY's sales in Asia, of which 80 per cent of sales in Asia come from "coffee masters". In the first quarter of this year, more than 17000 of OATLY's retail and catering service stores in China had to close due to closure.

This and coffee has long become a "deeply bundled CP" plant milk brand, but it is not just coffee. The oatmeal milk giant is vigorously promoting the development of product diversification. In the "Master Series", there are not only "Master Coffee" products, but also focus on the new tea industry, and jointly launched the plant machine new tea "Orange Man Camellia" with Shu Yi Xiancao, and the single product sales exceeded 1 million after 10 days on the market. The emergence of the new "tea master" oatmeal milk means that OATLY has its eyes on the new tea race track.

In addition, there is also the launch of plant-based ice cream products, in conjunction with China's new retail e-commerce platform Box Horse, to launch a joint model of plant-based ice cream.

After discovering that the biggest seller in the Chinese milk market is the portable package specification of 200ml to 350ml, OATLY provides consumers with oatmeal milk products of similar specifications and puts them into retail channels.

The popularity of the OATLY brand has benefited from a confrontation with the dairy industry and meeting the needs of coffee lovers who suffer from lactose intolerance. Later, OATLY partnered with many coffee brands such as Starbucks and MANNER to make more coffee consumers realize the OATLY brand. Rather than "oatmeal milk", this plant-based drink is not dairy products, more accurately called "oatmeal milk".

Taking advantage of the "green wind" blowing around the world, how many consumers will this oatmeal giant OATLY win?

Photo Source: Internet

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