Company Website

https://www.rangcha.com/

Product concept, highlights and added value

R&D philosophy:RANGCHA refine the core selling point of "High Mountain Tea" as the differentiation from other RDT tea drinks.RANGCHA discovered that the sugar-free tea drinks on the market only reflect differences in taste, tea variety, tea polyphenol content, and extraction process. Apart from taste differentiation, other concepts are obscure to understand for young consumers who just want to drink sugar-free drinks taking the place of water.RANGCHA inherit the concept of "Good tea comes from high mountains", refine the tea drinks‘ judgment of quality standard as "the altitude of tea garden". RANGCHA practice this standard with the young people favorite taste ”oolong tea”, launched the series of “High Mountian Floral Tea Drinks”.
Raw material&Technology: Oolong tea is selected from Fujian high-altitude tea gardens above 800 meters.The high-altitude ecological environment is shrouded in clouds and mist all year round, with a large temperature difference between day and night, which helps to accumulate and transform quality compounds in tea trees, and is conducive to the formation of excellent tea quality. At the same time, paired with Jiangnan light bamboo leaves, the bamboo aroma is fresh and natural in the mouth, and oolong tea has a mellow and refreshing taste with a lingering aftertaste. 100% original leaf tea extract, 0 sugar, 0 fat, and 0 energy.
Flavor Innovation:RANGCHA Bamboo Fragrance Oolong Tea apply this flavor innovation to sugar free tea beverages, allowing the popular "bamboo" element in freshly made tea drinks to be presented in a more convenient and healthy form to young consumers.
Chinese style design: ① In terms of product packaging design, the bottle shape is inspired by the Qing Dynasty's eight square tea jar, and the bottle sticker is inspired by the Chinese style screen. The elegant calligraphy font and realistic bamboo leaf illustrations complement each other, and the eight sided mountain bottle bottom adds a Chinese charm to the entire appearance. ② In terms of product taste design, the unique Chinese oolong tea is used as the base, paired with the representative element of Chinese traditional culture, "bamboo".

Product Images

Please briefly describe how your product communicates with consumers

The determination of product concepts is strictly based on consumer taste preferences. According to the research results of Mintel, young people aged 18-24 prefer the taste of floral tea the most. The research results of Yiou on sugar free tea drinks consumers also show that 70% of consumers expect the taste of floral tea. RANGCHA combined the popular bamboo element in freshly made tea drinks in recent years with the popular oolong tea in sugar free tea drinks, which can satisfy consumers' taste buds without being too curious or difficult to accept.
The product emphasizes co creation with consumers from research and development to launch. Before its launch, RANGCHA Bamboo Flavored Oolong Tea Drink「Sugar Free」surveyed 1095 sugar free tea drinks consumers. From taste to packaging, it underwent four rounds of consumer testing, and the overall liking for both taste and packaging reached 5.3 points or above (out of 7 points). Through multiple rounds of testing by partners, collaborators, and other experts, it ensured that the product met the preferences of consumers.

Product Images

Ingredients List Photograph

Launch Date

2023-12

Target Consumer

Young people aged 18-24. They pay attention to the quality of life；They emphasize the work-life-balance；They efficiently concentrate when busy；They love sports and outdoor activities in their leisure time.

Weight/Volume per Pack

500mL/瓶

Price per Item

6元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

The whole country

Distribution Channels

电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 自助贩卖机