**:Sina**.
In recent years, Dongpeng Beverage has formulated a development strategy with energy drinks as the first development curve, coffee drinks and electrolyte drinks as the second development curve, tea drinks, room temperature citrus juice and other products as tactical and incubation products, and is committed to building a diversified product matrix based on "energy +", and gradually developing from a single category to a multi-category comprehensive beverage group.
In terms of channel construction, the number of Dongpeng beverage terminal outlets increased from 2.09 million on December 31, 2021 to 3.3 million on June 30, 2023, with a growth rate of 5789%。The company has achieved 100% coverage of prefecture-level cities, and its products are currently distributed in major traditional urban and rural convenience stores, supermarket chains, gas stations, vending machines, Internet cafes and other channels.
In terms of marketing, Dongpeng Beverage continues to carry out online and offline integrated marketing around the "8 groups and 20 categories" key consumer groups, and firmly occupies the mental association of "tired and sleepy". The company has precipitated brand equity through multi-dimensional products such as products, print, and TVC advertising, and has actively embraced social platforms such as Xiaohongshu, Bilibili, and Douyin to carry out in-depth scenario-based communication with heavy consumers of functional drinks through Focus and trendy ladder media, settled in core subway package stations, sponsored the Hangzhou Asian Games, joined hands with the Honor of Kings Top Professional League, implanted popular film and television dramas, and combined with various tool platforms such as AutoNavi and Didi, to conduct in-depth scenario-based communication with heavy consumers of functional drinks, and actively embraced social platforms such as Xiaohongshu, Bilibili, and Douyin for product planting.
Dongpeng Beverage's strong channel power, brand power and first-class chain not only help the product reach more consumers, but also give Dongpeng Beverage the confidence to strongly deploy coffee, electrolyte drinks, sugar-free tea drinks and other highly competitive tracks. The company's core products have grown steadily, and at the same time, relying on an innovative and efficient R&D platform, new products have rapidly penetrated into terminal outlets, and category needs have been verified one by one.
In the third quarter of this year, Dongpeng Beverage launched Dongpeng Big Coffee "Raw Coconut Latte", Dongpeng Hydrating La "Lime Flavor", sugar-free tea "Oolong Tea" and other products, which further broadened the consumer group and achieved a good response in the market, with sales continuing to create new highs and huge growth space in the future.
Next year, we plan to launch two new products, and at the same time, we will expand the flavors on the basis of the existing products, such as the launch of white peach flavor and lychee flavor hydration. At present, the growth rate of sugar-free tea is fast, and the company's oolong tea market feedback is good, and we will continue to enrich our tea drinks and launch other products. Dongpeng Beverage is looking forward to next year's new product plan. In the future, Dongpeng Beverage will further improve the national layout of the sales network, strengthen channel construction, increase single-point output, increase the production capacity of new categories, and actively develop health and efficacy drinks to meet the diversified consumption needs of consumers.