China Food

Golden oatmeal parent company, Nongchao coffee market, the latest team, oatly and Mars

When change, uncertainty, unknown and complexity become the keywords of the times, how can enterprises find opportunities for growth? The answer given by weichi group, the parent company of golden oatmeal, is to focus on the core, take the initiative to respond and attack in a group.


Recently, the “vuca UCA era * – new consumption growth seminar” hosted by weichi group was held in Guangzhou, and the official announced that two new coffee series be n (different) coffee and capparoma will be launched soon.


Weichi group and oatly open a deep strategic alliance


Zhongtingyi, CEO of weichi group, and Zhang Chun, President of oatly Asia, signed a strategic alliance cooperation agreement on the spot, which will carry out in-depth cooperation from multiple dimensions such as distribution, peripheral products, raw materials and equipment, new product research and development, product supply and so on. In addition, in order to further expand the influence of the coffee market, weichi group’s cutting-edge coffee brand in the Chinese market, be n (different) coffee, has also jointly launched brand joint marketing with be-kind, a nutritional grain brand under Mars arrow, to jointly launch the theme cooperation of “be kind” (treat yourself well), and create an office CP of afternoon coffee + snacks.


Zhong Tingyi said that even in the face of various unstable and uncertain factors, consumers’ demand for food, especially healthy and nutritious food, is still rigid. The group plans to explore more market opportunities around the two core businesses of cereal and coffee. He also shared more ideas on coffee products and overall business growth to the snack generation.


Now let’s take a look at the details.


Overall layout of coffee business


Although for Chinese consumers, the main reason to know weichi group is golden oatmeal, at the beginning of its establishment in Singapore, the group started making coffee, which can be said to be a “veteran” of the coffee industry.


“Today, the headquarters of weichi Pinshi group is still in Singapore. We are an enterprise relying on the development of China and Southeast Asia. We mainly make cereal in China and coffee in Southeast Asia.” Zhong Tingyi said. It is understood that weichi group has many coffee brands in the world, including cafe21, bencafe, etc. In China, the Group acquired Qiaosheng coffee, a coffee raw material supplier and service provider located in Shanghai, in 2002, thereby entering the 2B business.


Zhongtingyi, CEO of weichi group


At present, Qiaosheng serves b-end customers such as domestic well-known pizza chain brands, international fast food chains, international hamburger chains, international coffee chains and convenience stores, covering many cities across the country. It is understood that despite the impact of the epidemic on the coffee business, weichi’s coffee business in China doubled year-on-year last year.

Weichi group’s new coffee brand be n (different)

In terms of price, the product matrix of this series comprehensively covers three price bands: low, medium and high.


“Everyone has different definitions of coffee in their hearts. We hope to launch different product lines through be n (different) coffee to meet the preferences of different consumers.” Tang Junhua, CMO of weichi group, also revealed that in the future, be n (different) coffee also plans to cooperate with other different FMCG brands, and even break through cross-border beauty lines with different themes

“At least now cereals and coffee belong to better tracks. Especially coffee, which has been growing at a double rate in the past few years, is a good product.” Zhong Tingyi further explained that in order to accelerate growth, the group is vigorously expanding and supplementing the layout of online channels on the basis of its original offline distribution network advantages, so that consumers can easily buy cereal products in different shopping channels and scenes. As for coffee, it is intended to meet the habitual purchase of consumers with coffee beans and caramel coffee products. It will also be carried out through e-commerce as the main channel, and instant (including three in one instant and new freeze-dried instant) products will be used to supplement consumers’ demand for coffee in convenient scenarios.

New consumption seminar CEO Forum


In addition, according to Zhong Tingyi, it is important for enterprises to maintain an open mind and form in order to achieve growth under the current complex situation.


“For example, we have a strategic cooperation agreement with oatly. We hope that the two sides can cooperate in many fields to jointly build channels and products, so that everyone can obtain consumers in their respective fields.” He also revealed that in the future, he hopes to cooperate with more partners to expand the market and categories and better serve consumers.



*Vuca is an acronym for volatile, uncertain, complex and ambiguous, representing “unstable”, “uncertain”, “complex” and “fuzzy”.


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Golden oatmeal parent company, Nongchao coffee market, the latest team, oatly and Mars


“啡行社.天幕”体验中心(广州·保利发展广场 33层)


新增长法则


事实上,对于味驰而言,现阶段正准备火力全开的咖啡业务有望成为未来几年其在中国市场的新增长引擎。数据显示,在过去12个月味驰集团在中国市场实现了高双位数增长。


“目前麦片仍是味驰中国的主营业务和主要利润贡献,但截止到今年6月份的上一财年,咖啡业务量已经占味驰集团中国整体生意的将近两成,并正以超过70%的增速在迅猛成长。”钟廷毅告诉小食代,未来希望形成麦片、咖啡双轮驱动的业务模式。


在谈及对今年下半年消费市场的预判时,钟廷毅认为“总体比较乐观”,因为国家对疫情防控和处理已经越来越成熟和标准化,“先不谈是否会出现报复性消费反弹,但起码是可见可预期地在恢复中”。


新消费研讨会现场


他又认为,尽管当前面对复杂的市场环境和各种不稳定、不确定因素,但健康发展趋势以及消费者对营养健康类产品的追求永远不会改变。在不确定的环境中,消费者的选择可能反而会变得更加精明。


“至少现在麦片和咖啡两大品类都属于比较好的赛道。尤其咖啡这个行业在过去几年都是以倍速增长的,这是一个好产品。”钟廷毅进一步解释,为了加速增长,该集团对麦片业务正在原有的线下经销网络优势基础上大力拓展补充对线上渠道的布局,让消费者在不同的购物渠道和场景都能轻易买到麦片产品。而在咖啡上,则打算以咖啡豆和挂耳咖啡产品满足消费者的惯性购买,还将以电商为主渠道开展,以速溶(包括三合一速溶及新式冻干速溶)产品来补充消费者在便利场景对咖啡的需求。


新消费研讨会-CEO论坛


此外,在钟廷毅看来,企业在当前复杂形势下要想获得增长,保持开放性的心态和开放性的形式很重要。


“比如我们跟OATLY有一个战略合作协议,希望双方在多个领域开展合作,共同打造渠道、打造产品,大家能够在各自的领域获得消费者。”他又透露,未来还希望能联合更多合作伙伴,一起把市场和品类做大,更好地服务消费者。

*乌卡时代(VUCA )是volatile,uncertain,complex,ambiguous四个单词首字母的缩写,代表“不稳定的”、“不确定的”、“复杂的”和“模糊的”。


关注“小食代(微信号:foodinc)”,回复“味驰集团看精彩消息。


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