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Recently, we learned that NFC fruit brand analysis won Ten Thousand RMB A round of financing from True Fund and Jiuhe Capital in the second half of 2017. Simon, the fruit of analysis, said that a new round of financing has recently started .
Fruit smoothie in foreign countries is a more common category of fruit and vegetable juices, commonly known as smoothite, Chinese sometimes also known as smoothie, juice is different from the pulp and juice juice will be separated, the fruit is preserved will be produced Fruit slurry, so the concentration of pasta, the viscosity is much higher than the juice, of course, also retained more fruits and vegetables fiber.
Representative brands in this category are the United Kingdom innocent and the United States Naked, where innocent is controlled by Coca-Cola, Naked is Pepsi's juice / smoothie brand. These two brands are more mainstream in their respective market fruit juice / fruit brand, innocent has a very well-known marketing activities by a number of fruit juice brands to learn and reference, that is, wearing a bottle in the juice bottle, a small cap of juice sold Donations will be made to charitable organizations. At the same time, weaving of small hats will also be charity collection. At present, there are several NFC juice brands in this country, some of which are sold only on bottoms of juice bottles, while others are completely innocent learning methods.
In addition, the two representative fruit smoothies brand's products are both fruit juice and fruit smoothies, this point and the results are different, from the analysis of the Taobao shop you can see a total of 6 SKU, currently only two tastes in the whole family convenience store in Shanghai, all the products are fruit smoothie this category.
From Innocent's official website, you can see the fruit products are divided into two kinds, namely, ordinary fruit products and super products, ordinary fruit products are mainly mixed with different fruits, a total of 5 SKU, Super products are Mixed with fruits and vegetables and some super foods as ingredients, a total of six SKU.
Naked's fruit products are divided into three categories, namely BOOSTED, FRUIT, PROTEIN series, of which BOOSTED has five SKU, focusing on the promotion of some energy, such as red raspberry, pomegranate mixed fruit smoothies, as well as blueberries, blackberries Mixed fruit smoothies; FRUIT has 6 SKU, this series and innocent common fruit products are similar, are mixed with fruit of different fruit; PROTEIN has 4 SKU, the main add plant protein fruit pasta.
We mentioned above innocent and Naked do this series of fruit, but also to do juice product line, here we have to mention a former fruit / juice brand Evolution, Evolution is Starbucks acquired fruit in 2012 Past / juice brand, recently we found that the evolution of the official website of this product line has disappeared. Through these signals is also the point we want to emphasize, after all, is a relatively sub-category, a company for long-term development, or to the layout of the fruit juice in this large category, although the analysis is just beginning to online retail channels on a large scale Distribution, but the fruit juice products have to be considered.
Back to the analysis of the product line up, the figure is a real product analysis of the production map, the six SKU strawberry banana, mango passion fruit, pineapple kiwi fruit, cherry fruit, blueberry blackcurrant, pineapple coconut, which Mango Passion Fruit & Pineapple Kiwi is a taste of the entire family convenience store in Shanghai.
When looking at the list of ingredients, I found a situation that was not particularly good to us. Six bottles of fruit are basically bottled with apple juice. This is similar to Fruiti, a fruit brand of HPP, Low, are bottled with apple juice may be out of cost considerations, but in fact, to some extent, the loss of taste and added value of the product.
The analysis was established in 2015, when NFC juice just started its explosive growth in China. The earliest analysis was relying on offline activities and offline markets for brand promotion and product promotion. At the same time, relying on online self- Camp sales channels for product sales, and later products into fresh online fresh daily platform, but also from this time to establish a certain scale, there are also more opportunities for channel development, access to offline retail channels.
Recently, we are thinking about how a food start-up company can effectively complete the process from zero to one. As the food consumer goods, the sales volume is the most important and the key is to sell the products, and the efficiency of this part often determines a food start-up The company's life and death, in the process need to do the following things:
1, how to complete the cold start, verify the product and market demand is matched, but also improve the product in the process;
2, the first batch of large-scale customers from what channels, in what way to attract over?
3, What kind of foundation need to be set up to realize the continuous growth of scale? What do the channels need to do, what the brand & market needs to do, what the product needs to do, what needs to be done in the supply chain, and how the team needs to be configured.
Finally, we come back to the category of fruit smoothies, in fact, include NFC juice to solve a consumer concern, because the juice is nutritionally better than direct eating fresh fruit, and fruit juice sugar content is relatively high, how to solve the consumer This concern?
This category of fruit smoothie in foreign countries is still a relatively mature category, but because there is no mature fruit juice diet culture, so whether fruit can become a large category, there are still some unknown. Although popularization to popularity there is a certain degree of difficulty, but not impossible, at least compared to now more popular some is possible, we previously mentioned in a Weekly salad bottle brand, in terms of product form is with Vegetable protein smoothie products, which is the same as Naked's PROTEIN series mentioned earlier, while salad bottles are a bit of a star-studded product in 2017 and many NFC juice brands are concerned.
In fact, whether it is fruit smoothie or fruit juice in the NFC juice / fruit smoothie this big category, there is still a great product innovation, the need to be closer to the consumer demand for product development and product innovation, such as nutritional supplements this Ideas, such as developing products for niche (or even narrower) people.
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