Extraordinary Genius - Chapter 668
Chapter 668 – Beverage wars (Part 2 of 2)
Feng Yu tasted a cup of Lehaha’s latest product, fruit Tang.It was a warm, orange drink. The taste was normal. It did not taste good orbad. It was a bit sour and sweet. It was similar to what Feng Yu had drunk inhis previous life. There should be people who like this taste.
But Feng Yu was not satisfied. How can this drink competewith Cola Cao? If Lehaha’s target were on the Xurisheng Group, then they wouldhave set their sights too low. If Lehaha were to compete with some othercompanies, then it must be the best company out there. What’s the point ofcompeting with a weaker competitor?
In Feng Yu’s previous life, what was China’s most popularhot beverage? It was not tea or coffee. It was not Cola Cao too. It was milktea!
The more famous brand of milk tea was U.Loveit and XiangPiao Piao. Currently, these two instant milk tea were still not available.
The advantages of milk tea were different from the Cola Cao.Cola Cao had positioned its product as a nutrition drink and good taste. Theselling point for Milk tea was only the taste. In the future, coffee andchocolate were added to the milk tea.
Zhong Qingxian frowned: “That’s right. Children like todrink this, but adults felt it was too sweet. But after we lower the sugarcontent, children do not like it. We can’t find the midpoint. This is aninstant beverage, and we can’t tell our customers to add in sugar.”
Feng Yu wanted to tell him that it’s not impossible to askconsumers to add in sugar to instant beverages. In the future, many drinks comewith a small sachet of sugar. But this Tang were all in big packaging. It willbe troublesome to pack sugar sachets together.
“Then, we will target the children as our main segment.After all, our brand has been targeting the children market. But we cannot onlyhave orange favor. We can introduce pineapple, apple, etc. favors. Ask yourstaff to research on that. Even if the sales are not good, at least we canincrease the variety of our products and prevent other competitors fromappearing.”
Zhong Qingxian nodded. “I have already asked my people todevelop other favors. Orange favor was the easiest to develop and lots ofconsumers like this favour. But with just this favour, we won’t be able to beatCola Cao. After the health supplement product incident, nutrition productsappeared. Cola Cao was one of them and had already acquired a strong customerbase. It was even thought to be an imported product. Their products were alsoadvertised on CCTV. It will be tough to compete with them.”
“Have you thought of developing a similar product to competewith Cola Cao?” Feng Yu asked.
“You are saying that we produce this type of chocolate milkpowder? We do have the expertise to produce milk powder, but the taste is notas good as them. It is also hard to control the nutrition values. Cola Cao onlyhas one product, and we do not have any advantage with our brand.” ZhongQingxian frowned.
Zhong Qingxian had thought about this before. Unless he usedaggressive advertising, but that will increase the cost. If the product fails,the losses will be a lot. The advertising fees could be used to market theiryogurt and tea beverages. These beverages have lots of competitors.
“Have you been to Taiwan to check out the market there? Haveyou seen the bubble tea there?” Bubble tea had appeared for 3 months, and ittook over Taiwan’s beverage scene. Zhong Qingxian should have tasted it before.
“Bubble Tea? I have drunk it before. Why?”
“What do you think of that milk tea?”
“It tastes alright. The tea is just normal, and I don’tquite like it. But there are lots of people who love it. Manager Feng, are youtelling me that we should produce this bubble tea?”
“Why not? It should not be difficult to produce this, right?We can just buy the formula from them or develop it ourselves.”
Currently, there was powder tea in the market. But it wasnot mixed with milk powder. Customers had to mix it themselves.
Lehaha only needs to find the right proportion of tea andmilk and pack it together. Even the raw ingredients could be purchased outside,and they do not need to produce it themselves.
Even the pearls orjelly in the bubble tea could be purchased outside or get some companies toproduce for them. All they need to do was to print Lehaha’s label on thepackage. It was effortless.
“This…… it seems possible. But will the Chinese like thisfavor?” Zhong Qingxian still has some hesitations.
“If you don’t try, how will you know that no one likes it?This milk tea just needs to have a strong fragrance. Consumers must beattracted to the fragrance. Even if it was not popular in China, we couldexport it overseas, like Taiwan or Hong Kong. Also, this will be a new productto compete with Cola Cao. We can introduce a milk tea with chocolate favor.”
“Chocolate favor milk tea? Can it still be called milk tea?”
“Don’t worry about this. As long as consumers like it, it isa success. Have you drunk coffee before? The westerns like to drink coffee, andthere are many cafes in the coastal cities. The prices are outrageous, and thecost is low. It is mainly for people who want to try what foreigners’ beveragetastes like. We can also satisfy these people curiosity by introducing coffeefavor milk tea.”
Zhong Qingxian was confused. He felt what Feng Yu say wasnot right. Traditional bubble tea might still be possible. Just like what FengYu said, they could still export it to Taiwan, and they will not suffer anylosses.
But milk tea mixed with chocolate and coffee? It will be aproduct that’s either here nor there. Who would like it?
Zhong Qingxian was not bold enough to try out new things.Feng Yu remembered Lehaha in his previous life was adventurous with theirproducts. They had introduced Coffee cola, beer favored tea, Kvass, etc.Although people were criticizing their products, they still made profits.
“Ok. Manager Feng, I will get the R&D staffs to test it.But our factory’s capacity might not be enough. Although we have been expandingour factories, we have not produced such products before, and we do not haveexisting production lines. This will be a huge investment.”
“You can pick the Western region for our new factories. Haveyou heard of the Guangcai program?”
“Guangcai program? I have heard of it. Are you telling methat we should join this program?” Someone had invited Zhong Qingxian in thepast but was rejected. It was because Zhong Qingxian does not have intentionsof setting up new branch factories at that time.
“Why not? We can help society and increase our brand imageat the same time. Also, the factory over there will be producing powder formbeverages. We do not need to worry about transportation. It doesn’t matter evenif the transportation takes a long time, as the expiry date is long and willnot turn bad easily. The labor cost and land are also very cheap. Overall, ourlosses will not be high. Most importantly, we will be able to leave a goodimpression with the leaders. Don’t you want to be known as an entrepreneur witha conscience?”
“Alright. I will look into it. If everything is alright,then Lehaha will join the Guangcai program and contribute to the nation.”
“That’s settled then. Let us celebrate our success inadvance.”
Zhong Qingxian paused for a while and asked. “Manager Feng,will there really be people who like this combination?”
Feng Yu: “……” You still don’t believe what I said!
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