Wahaha late, can you get a piece of the coffee market?

AD calcium milk has become a generation of childhood memories, pure water is the laboratory's regular experimental water, as well as the code clerk's favorite Nutrition Express, these are Wa popular products.

On February 6, Wa launched the ready-to-drink coffee drink "Curry place" to compete in the ready-to-drink coffee market again.

According to the official information released by Wa, the "caf" launched this time is divided into two products: fresh extract latte and raw coconut latte. In the promotion to import milk sources, selection of Arabica, Probat baking production line (Probat is a famous German baking machine brand) as the professional selling point. In fact, this is not the first time Wa has entered the ready-to-drink coffee market. As early as 2016, Wa and Wumart Group jointly launched Maoyuan Coffee. This new product, which took three years of research and development, was taken off the shelves and ended hastily in 2017.

According to public information, in the past 14 years of sales data, Wa's peak was in 2013 (78.3 billion), and then sales shrank year after year, which is related to Wa's sales focus offline, while ignoring the important reasons for online channels. Sales did not increase significantly until 2021, but there is still a long way to go compared with the peak. Therefore, enriching the product line and expanding the broader market is also the focus of Wa.

Today, Wa's repositioning of the ready-to-drink coffee market will face greater challenges than it did six years ago. With the exponential growth of the coffee market in recent years, a lot of capital has entered the coffee market, and in the segment of ready-to-drink coffee, there are early layout of Nestle Big Brother, and then coffee giants like Starbucks enter the ready-to-drink market. Even Coca-Cola and Nongfu Springs, which are also fast-selling beverage giants, launched their own ready-to-drink coffee brands in 2019. Wa is four years behind this time. In recent years, there has also been a frenzy in the ready-to-drink coffee market. For example, the ready-to-drink coffee brand charcoal in Nongfu Springs has launched bottled coffee from "Yega Xuefei" and "Mont Eger Manor, Brazil", just like moving boutique coffee to the ready-to-drink coffee market and rolling it directly to another dimension. At present, the number of "curry places" payments seen by code clerks at the Wa Innovation flagship store is 53, but it will take some time to reflect the more real situation for the new products that are only launched on February 6.

Wa launched the "curry position" in the face of such fierce market competition, can it take a share in the ready-to-drink coffee market? It doesn't seem to be easy so far.

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