Company Website

https://www.rangcha.com/index

Product concept, highlights and added value

Rangcha and Freshippo launched the new sugar-free tea “Fanhou Pu'er”, focusing on drinking scenarios and creating the innovative “Fanhou” series. Whether it's the naming or the scenario focus, Rangcha has created a scenario-based segmentation of the sugar-free tea category.
“Fanhou Pu'er” is made from 100% original leaf tea extracted from Yunnan's alpine tea plantation above 1000 meters, with Pu'er ripe tea, matching with mum, longan, wolfberry, monk fruit, mint and five plant ingredients to create a refreshing and light taste through formula innovation; the label is even added with cute and adorable Freshippo IP image, which is easy to recognize.

Product Images

Please briefly describe how your product communicates with consumers

Rangcha has innovatively developed "Fanhou Pu'er" for young people who are passionate about food and concerned about their health. The product selects tea from high - altitude mountains, and is extracted from 100% original leaf tea. It uses ripe Pu'er tea combined with various plant ingredients such as chrysanthemum and monk fruit, meeting consumers' pursuit of health and unique taste.
The IP image of Freshippo is integrated into the product packaging design. This not only caters to the aesthetic of young people but also enhances the product's recognizability and affinity.
"Scene Creates Needs" - Every consumer need must be generated in a specific scene and is constantly evoked and shaped by it. Centering around the "after - meal" scenario, the product skillfully conveys the selling point of removing oil and relieving greasiness. This enables consumers to quickly form a product perception, making it a habit for them to have a bottle of "Fanhou Pu'er" after a big meal. With this precise strategy, in the first month of its launch, the product ranked 4th on the list of new water - based beverage products of Freshippo, with monthly sales of over 3,500 bottles. As a result, it has successfully established a deep connection with consumers.

Product Images

Ingredients List Photograph

Launch Date

2024-11

Target Consumer

The product is mainly targeted at young people aged 18 to 30. They have a passion for delicious food while also paying attention to health. They attach importance to the quality of life, emphasize the balance between life and study/work, and enjoy outdoor activities.

Weight/Volume per Pack

500ml

Price per Item

5元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

National

Distribution Channels

其他销售渠道 盒马鲜生线下门店、盒马鲜生小程序、盒马APP

Market Performance

In the first month of its launch, it ranked 4th on the list of new water - based beverage products of Freshippo, with monthly sales of over 4,000 units.