Country

中国(China)

Official website

无

Company Introduction

Established in 2014, Yongpu coffee has always been committed to exploring more possibilities of portable boutique coffee, capturing and delivering the true flavor of coffee, and presenting it in a more gentle and approachable way. Yongpu has a professional roaster team certified by SCA and 5 coffee quality appraisers q-Grader certified by INTERNATIONAL Coffee Quality Institute (CQI). Yongpu is the first company in China to launch portable cold brew and normal temperature flash concentrate. Yongpu has always been committed to creating a coffee brand with temperature and Chinese cultural characteristics, which will bring trendy new consumption and greater imagination space to the Chinese coffee industry.

Images

Brand Name

YONGPU COFFEE

Designer Name

YONGPU COFFEE

Position of Designer

Whole company

Target Group

Our core users are between 20 and 35 years old, 87% of whom are women. Their cities are mainly first and second tier cities and new first tier cities. People with attitudes towards quality of life are

Major sales

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

Positioning

大货 Mass Production

Design Story

The original intention of Yongpu products is to satisfy the demand of convenience and at the same time, let consumers enjoy the real flavor of coffee drinks. From the boutique coffee in the pocket to the boutique beverage in the pocket, Yongpu is constantly realizing the expansion of the sketch category. The birth of Flash Tea comes from our insight into The Chinese coffee market, after we observed that Chinese coffee consumers are concentrated in tier 1 and 2 cities. The preliminary data survey found that cold extract only has 6 times concentration and needs to be refrigerated, which has limited storage conditions for consumers. Therefore, we developed yongpu room temperature flash coffee, which can not only be stored for 12 months at room temperature, but also achieve 10 times concentration, which is more compact and portable. In packaging, we introduce Oriental aesthetics, Chinese elements and emotional content into the concept of coffee to form a resonance with consumers aesthetically and spiritually, so as to break through the stereotype of coffee and establish a new cognition of Chinese coffee culture for consumers.

Highlights

Permanent brand is committed to create "brand with the most distinctive features of the Chinese culture of coffee" brand mascot stone not only correct prototype is the stone lions with Chinese characteristics, and building our forever continuously into the more traditional Chinese elements in the brand, whether it's stone lions, stone "regular" or "everlasting brand coffee" this name, itself, bringing Chinese culture attribute. As a homegrown Chinese coffee brand, Yongpu coffee wants to become a feature of Shanghai and even China. Therefore, Yongpu shi Straight design into all products, lovely and recognizable, and very Chinese style.

Market Performance

On November 11, 2021, The spot sale of Yongpu coffee took 58 minutes, which was 10 hours longer than that on November 1 last year, and the sales volume exceeded 21 million yuan, which was more than the whole sales volume on November 11 last year. The super new cocoa coffee has sold 600,000 cups in 24 hours. The annual sales volume of 2021 also successfully exceeded 300 million. Yongpu cooperates with offline and boutique supermarket channels, and the offline channels have exceeded 5000 outlets, an increase of 2400% compared with last year. It has entered boutique supermarkets such as Jiuguang, Hema Fresh, Ole, And Citysuper.

Material

PET塑料 PET material

Craft

Yongpu's original flash concentrate uses the world's leading flash technology. Precise temperature control thermal extraction of 92 degrees, the pure concentrate without impurities, more smooth in the mouth, rich flavor. Instant cooling technology to lock the true flavor of coffee, advanced filling lock fresh technology, but also can be stored at room temperature for 12 months. 10 times concentration without loss of flavor is achieved on 100% premium Arabica beans. The espresso developed by Yongpu can be stored at room temperature for 365 days, which meets the characteristics of carrying without refrigeration.

Does the design solve the problems that are common across the product category?

Compared with six times that of the coffee market has developed 365 days at room temperature preservation of espresso, satisfied without refrigeration, carry the characteristics of 6 times and compared with the traditional cold extraction solution concentration, and injection of flash extraction coffee can achieve 10 times the enrichment, and in the blend, sheet is tasted coffee beans, also provide the black coffee, hazelnut, grapefruit, cocoa, choice of the rich flavor drinks such as tea, A cleaner taste experience can be achieved, and Yongpu is exploring more flavors. From the user's use scenario and innovation to solve the customer want to drink a cup of highly flavored coffee anytime and anywhere.

What functional designs of the work have enhanced the user experience?

Based on users' usage scenarios and creativity, Yongpu guides users to combine and match products with fizzy water, milk and other drinks, so as to improve the drinking experience and sense of participation of products and enable users to make high-quality drinks anytime and anywhere. In addition, we attach great importance to consumer experience. Generally speaking, cups are used when drinking coffee, so we designed The Shiduan zheng mug. We realized that consumers wanted milk foam at home, so we created yongpu Electric milk foam. After drinking coffee, you need to wash the cup, so we made a sponge to wash the cup and so on. We want shi Zhengzheng to accompany consumers.

Did the design help increase the sales performance of the product?

In the 618 period of 2021, the sales volume was close to 30 million yuan, with a year-on-year increase of nearly 300%. The sales volume of coffee liquid exceeded 15 million yuan, and Yongpu Flash Coffee liquid won the first place in tmall coffee liquid category as soon as it was launched.

Does the work consider sustainability (environmentally or commercially, or both)?

On The day of "Double 11" in 2021, Yongpu coffee and Ant Forest jointly launched the yunnan limited forest flavor coffee liquid. The coffee product not only has the lovely Yunnan golden monkey painted on it, but all the profits from the sale will be donated by Yongpu to yunnan Green Environment Development Foundation for the protection of Yunnan golden monkey. At the same time, Together with Ant Forest, Yongpu held a unique offline pop-up event called "Monkey Wants to See You -- Magpie Bridge Matchmaking Event" in Yu Garden, Shanghai, to publicize the Yunnan golden monkey conservation program to the public in an interesting way, which attracted the attention and participation of many passers-by.