How did Yuanqi Forest Crush Coke turn into a dark horse? --0 sugar, 0 calories, 0 fat

In the past two years, Yuanqi Forest has made a big breakthrough in the sparkling water market. In the first half of 2020, its sales have exceeded 660 million RMB. It is known as the best product among sugar-free sparkling water drinks on the market. Moreover, they did not have their own factories and production lines before, and they are currently preparing a new factory.

How good is Yuanji Forest? There are three pieces of information:

l During the e-commerce shopping festival in the first half of 2019, Yuanji Forest sold a total of 2.26 million bottles of beverages, winning the TOP1 of the water and beverage category;

l In the second half of 2019, Yuanqi Forest ranked second in the sales of the entire network, beating Coca-Cola and Pepsi;

l Only 4 years after its establishment, it is reported that the valuation of Yuanji Forest has reached RMB 4 billion.

In the Chinese market, when it comes to sugar-free, there are also many products like Coke Fiber+ on the market. Why can Yuanqi Forest defeat many opponents and become a dark horse?

We think there are the following reasons:

l Its advertising slogan is "0 sugar, 0 calories, 0 fat". The difference between it and many other sparkling water is that Yuanji Forest Sparkling Water uses high-grade sugar substitutes-erythritol, which has 0 calories. Sweeteners can not only bring about taste in the mouth, but also do not participate in sugar metabolism, and can prevent fullness, curb oral bacteria, control caries, and even diabetics can drink it. The sugar substitutes currently in use on the market are: aspartame. Yuanqi Forest is the first brand in China to use erythritol and has achieved success.

l Network and convenience store advertising model

l The packaging is pseudo-Japanese, attracting the eyes of young people, especially women.

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