At 8:00 p.m. on May 31, the 618 online shopping festival was in full swing. GanoExcel red dot glossy ganoderma black coffee won Top1 on the Tmall 618 imported instant black coffee hot sales list, praise list and repurchase list respectively, and won the first round of the 618 online healthy coffee category.
Image source: Tmall List
Image source: Tmall List
Image source: Tmall List
In the pre-warm-up stage of this year's 618 promotion activity, the platform and merchants further simplified the rules of play compared with the previous shopping hard model, and also increased the deduction, which enabled many consumers to start the "happy shopping" chopping operation. In the selection of shopping categories and products, the reaction of the market is very intuitive. What are the new consumption trends and new phenomena that deserve attention in this shopping war?
Trend 1: Healthy consumption growth at home
With the repeated fluctuations of the epidemic, the time line at home has been lengthened, and people have become more aware of the importance of health. On May 27, the Ali Health Research Institute released the "Home Health Trend Insight", which showed that various health products are becoming just needed, and health upgrading has become the new trend of home health. During the 618 event, JD Health's pre-sale orders increased by 186% year-on-year.
Photo source: JD 618 pre-sale battle report
Trend 2: Coffee becomes a new necessity for young people at home
In the context of nationwide epidemic prevention, more and more first-tier cities have gradually entered the normalization of epidemic prevention and control, offline dining has been suspended, and enterprises have also started the mode of remote home office. Therefore, home-based fitness, fast food, and coffee have become new consumption hotspots, among which coffee has become a new demand for young people to live at home, and the field of instant coffee has also shown a sustained explosive growth. After the 618 event this year, The data shows that the pre-sale order amount of head instant coffee brands increased by more than 200% year-on-year.
Trend 3: instant coffee enters the segment
In recent years, the content of coffee has frequently appeared on the major social grass planting platforms. At one time, a wave of online coffee has been set off in China. The market share of coffee has expanded rapidly, resulting in the emergence of coffee brands of large and small sizes, as well as various types of instant coffee, such as portable coffee, freeze-dried coffee, coffee with ears, capsule coffee, etc., which have attracted more attention from consumers, This also indicates that the instant coffee industry is constantly expanding and deepening into the subdivided fields.
At the present stage, China's instant coffee is showing a blowout growth. In such a competitive environment, what advantages does GanoExcel have in order to stand out among many coffee brands and become the unique hot item of 618?
1. Red dot ganoderma lucidum black coffee becomes a light health star
In the fast-paced life, health preservation is no longer exclusive to middle-aged and elderly people, and young people's demand for health preservation is becoming stronger and more refined. In the choice of daily drinks, more and more young people gradually give up milk tea containing "trans fatty acids" and "vegetable fat powder" materials and turn to coffee drinks. Unlike most black coffee, GanoExcel red point ganoderma black coffee also contains the ingredients of fresh ganoderma lucidum, 0 sugar, 0 fat and low calorie. It is a light and healthy coffee, which is popular with young people.
2. Red dot glossy ganoderma black coffee transforms into sports reduced-fat coffee
During the epidemic at home, Liu Genghong's live broadcast was on fire, and more and more people joined his live jump parade. Along with the fire, his same coffee, GanoExcel, was also on fire.
On various grass planting platforms, many "Liu Genghong" girls also sun out the same style. It has become an essential activity in their daily life to use red ganoderma lucidum black coffee with shuttlecock exercises to reduce fat.
Image source: Xiao Hongshu
3. Long-term accumulated brand value
Compared with the emerging coffee brands developed in recent years, GanoExcel has been developing for about 25 years since 1997. In 2017, GanoExcel officially entered the Chinese market through cross-border e-commerce mode. According to statistics, in 2020, GanoExcel sold a total of 5.4 million cups of Ganoderma coffee drinks. The accumulation of long-term brand value has also driven the subsequent strong purchasing power.
With regard to the achievements of the 618 event, the relevant person in charge of GanoExcel Red Dot China said: "With the continuous expansion of the market and the gradual strengthening of people's awareness of health, GanoExcel Red Dot Ganoderma Black Coffee will also usher in long-term and stable growth in the future, and we will continue to optimize our products and services, committed to continue to" lead "in the" healthy coffee "track.
