Company Website
https://www.zjxpp.com/
Company Introduction
Founded in 2005, Xiangpiaopiao is the pioneer and leader of Chinese cup packaged milk tea, with subsidiaries including "Xiangpiaopiao" “Meco”、 The three major brands of "
LAN FONG YUEN" landed on the Shanghai Stock Exchange in 2017 and became the "first stock of Chinese milk tea".
Product concept, highlights and added value
1. Product form innovation: Upgrading milk tea powder into concentrated milk cups is the industry's first, forming a distinct product and technological barrier. Upgrading tea powder into original leaf bag tea leaves allows consumers to see the complete tea leaves and smell the tea aroma, fully benchmarking street drinking shops' light milk tea. Fresh and ready to drink, healthier.
1) Jasmine tea: Made from the buds and leaves of high-altitude green tea from Yunnan, combined with the unopened double petal jasmine flower buds from Heng County, Guangxi, through blending and fresh flower fermentation techniques. Compared to tea powder, original leaf tea has higher cost and better quality, but higher aroma and better flavor.
2) Milk cup: an exclusive formula developed with three years of dedication, breaking away from the powder era and entering the fresh milk era. 0 vegetable fat powder, 0 hydrogenated oil, 0 trans fatty acids.
2. Product positioning upgrade: Innovatively benchmarking open shelf brewing products with street drink products, comprehensively benchmarking street drinks in terms of product flavor and visual drinking experience, bringing consumers the ultimate quality price ratio. Let milk tea return to its original price
3. Packaging design innovation: Adopting the internationally renowned design team Pearlfisher to give the brand a new visual and asset, with flowers as the main visual element, without cup stickers, simple and high-end. The design of the petal cup lid has been studied and conforms to ergonomics, providing a comfortable grip and an elegant appearance. Due to the eye-catching and unique packaging, consumers have a greater desire to share, drink more street food, and produce more products.
4. Process guarantee:
1) The locking and nitrogen filling technology of tea bags can slow down the oxidation rate of tea leaves, lock in the floral and tea aroma, and make it fresher to drink.
2) The world's leading ultra instantaneous sterilization technology in the dairy industry ensures the quality of milk while maintaining its freshness, nutrition, and taste.
3) TFA production line aseptic cold filling improves flavor stability and ensures long-lasting taste of milk cups.
5. Breaking through marketing circles: Marketing events such as the pop-up milk tea shop in Nanxun Ancient Town, the world's first milk tea shop in Hangzhou in77, and the pop-up shop in Daming Mountain Ski Resort have received over a billion exposures, expanding the audience and breaking through the traditional brewing market.
Product Images
Please briefly describe how your product communicates with consumers
Our consumer group is mainly composed of women aged 18-35 in first and second tier cities, who are less affluent, more ceremonial, and pursue health and trends.
1. Content and form design: Upgrade milk tea powder into concentrated milk cups and original leaf tea bags, allowing consumers to see the complete tea leaves and smell the tea aroma, fully benchmarking street drinking shops' light milk tea, freshly brewed and ready to drink, healthier
2. Packaging visual design: The packaging design is benchmarked against street drinks, and the overall packaging design is more youthful, minimalist, and high-end.
3. User experience upgrade: Upgrade the telescopic straw to the third quality control of street drinking shops. The commonly used thick straw has a large diameter, multiple and fast entrances, making it difficult to taste the flavor of tea drinks. And the third quality control is fine enough to slow down the flow rate of tea soup, reduce the temperature of tea soup to a more suitable temperature for tasting and drinking, and restore the delicate layering of tea drinks; During the few minutes of brewing tea, you can scan the QR code on the tea bag and listen to the music while waiting, increasing interaction with consumers.
4. Marketing activity: Hangzhou in77, the world's first milk tea shop, opened 4 times and appeared on hot searches, with over 100 million exposures across the internet, becoming an important event for brand rejuvenation; The marketing event of Daming Mountain Ski Resort continues to attempt to accurately reach the consumer markets of college students, emerging white-collar workers, and exquisite mothers in first and second tier cities. By using cup after cup of products to bring users back, users' inherent impression of fragrance is changed through tasting, achieving a breakthrough in brand recognition towards youthfulness, healthiness, and high-end.
Product Images
Ingredients List Photograph
Launch Date
2024-8
Target Consumer
Women aged 18-35 are the main customers in first - and second tier cities who frequently drink milk tea on the streets
Weight/Volume per Pack
茉莉花茶袋泡茶5.2克，牛乳锁鲜杯50克，花间甘露15克
Price per Item
8.8元
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
National (Key Brand Cities)
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 校园渠道 特通渠道
Market Performance
Creating an 8-yuan price band for brewing milk tea, achieving a breakthrough in the number of people who brew milk tea returning from the lower tier market to the front line. The product transformation is eye-catching, and the transaction conversion rate is more than 7%. It has become the top 1 of Tiktok live broadcast room and Tiktok drink list for many times. Offline entry into RT Mart, Fat Donglai, and top snack channels. Drive the optimization results of Xiangpiaopiao brand sales channels, returning from sinking to first and second tier.