Company Website

https://www.zjxpp.com/

Company Introduction

Xiang Piao Piao was born in Huzhou, Zhejiang in 2005, pioneering the cup-packed milk tea category. After 18 years of meticulous craftsmanship, it has become the choice of high-quality beverages for 1.4 billion users around the world. In 2017, it listed on the Shanghai Stock Exchange and became the first stock of Chinese milk tea. It has four manufacturing bases in Chengdu, Tianjin, Huzhou, and Jiangmen, with production capacity covering the whole country. The company has invested over RMB 2 billion in building a green and intelligent manufacturing factory, equipped with the most advanced production equipment and strict food safety management system in China.

Product concept, highlights and added value

1. The product positioning is "as good as street drinks". It is benchmarked against offline street drinks coffee shops, with the same raw materials, comparable taste and lower prices. At the same time, it allows consumers to experience the fun of making DIY hand-poured coffee. The taste, thickness and sweetness can be freely adjusted according to personal preferences. It is a pioneering model of brewing coffee categories.
2. The raw materials adopt the exclusive custom-made OATLY concentrated oat milk. For several months, Fragrant飘飘 has cooperated with OATLY and its Asia-Pacific Innovation and Development Center, the leader in the oat milk industry, to develop a thicker version of oat milk. The concentration of oat milk is more than 1.5 times that of the market. It is a breakthrough in the plant-based category. At the same time, plant-based oat milk has multiple health attributes, including 0 fragrance, 0 colorants, 0 preservatives, 0 vegetable cream, 0 trans fats and 0 milk powder.
3. It uses arabica ground and hung coffee bags. The quality and flavor are outstanding. Produced in core production areas such as Brazil and Ethiopia, using pure physical grinding and crushing technology can best retain the aroma and flavor of coffee beans; the shape of hung coffee bags is closest to the operation and taste of freshly ground hand-poured coffee.
4. The nitrogen-filling fresh-keeping technology: The oat milk cup uses high-barrier sheet materials, and it is sterile cold filling, ultra-high temperature instantaneous sterilization, and nitrogen filling. This can best preserve the taste and flavor of the raw materials themselves. When the hand-poured coffee packaging is filled with nitrogen, the residual oxygen content is controlled below 3%, locking in the aroma and flavor of ground coffee beans.
5. Packaging benchmarked against street drink coffee shops, with black, brown, and gold as the main colors, and a high-end light luxury design. Single-cup products use the same packaging as that found in offline street drink shops, making the product experience more scene-oriented, as if it were a street drink coffee.

Product Images

Please briefly describe how your product communicates with consumers

1. The packaging design is benchmarked against street drink coffee shops. The packaging style is simple, atmospheric, and high-end, in line with the aesthetic preferences of target users. It mainly uses black, coffee, and gold colors to convey the idea of high-quality coffee. On the packaging, the core selling points of the product ingredients and processes are highlighted, and the brewing method is presented in the form of simple sketches to allow consumers to more clearly perceive the product. Single-cup products adopt the same packaging format as that found in offline street drink shops, making the product experience more scene-oriented, as if it were a cup of coffee bought from a café.
2. The product differs from instant coffee and is benchmarked against street drink coffee. Therefore, in the process of formulating the formula, attention is paid to consumers' needs for health and quality, with 0 fragrance, 0 colorants, 0 preservatives, 0 vegetable cream, 0 trans fats, and 0 milk powder. On the other hand, attention is also paid to matching the taste of street drink coffee shops, emphasizing a rich and fragrant taste. The product uses arabica ground coffee and oat milk for a rich and mellow taste. It also uses a sweetness adjustable cup so that consumers can control the sweetness themselves.
3. In marketing activities, the product positioning of "street drink alternatives" is used to communicate with consumers. Whether it's the design of live broadcast backgrounds, offline tasting tables, or promotional materials, they are all closely related to offline stores and freshly made products. This continuously reinforces consumers' cognition of the product.

Product Images

Ingredients List Photograph

Launch Date

2023-10

Target Consumer

The target audience is refined mothers, up-and-coming white-collar workers, and senior middle-class people who are 25-40 years old in the first to third tier cities.

Weight/Volume per Pack

480g（80g x 6杯）

Price per Item

42.9元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainland China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Market Performance

无