Master Kong, who has been deeply involved for many years, has a huge sales network and has become one of the food and beverage companies with the highest penetration rate in China, which is unmatched by overseas companies, and reached a cooperation with PepsiCo in 2012 to be exclusively responsible for the manufacturing, filling and distribution of PepsiCo's carbonated drinks in China. In 2017, Master Kong's total revenue reached RMB58.954 billion, and its ready-to-drink tea has a significant market position in the same market in China, accounting for 50.7% of the market.
At a time when Taiwanese bubble tea and Hong Kong-style milk tea were not popular, Master Kong milk tea was one of the earliest ready-to-drink milk teas in China, which can be seen everywhere in large and small cities.
Although the market position of the ready-to-drink tea category is remarkable, a single milk tea series is not as valued as ice black tea, green tea, jasmine tea and other clear teas. Master Kong's marketing investment in the tea series is higher than that of milk tea drinks, not only with "Disney", "Creation 101" and other IP cooperation, but also NBA, animation for linkage marketing, in contrast, Master Kong's milk tea investment is less, does not cover consumer information access channels, and does not pay attention to the style of the product, the change is only in the new bottle, that is, the small bottle of 350 ml, which gives the impression that it is still popular and cheap.
Relying on its own huge and developed sales channels, Master Kong milk tea is mainly placed in supermarkets and convenience stores with convenient consumption, aiming at the most popular market, implementing small profits and quick turnover. Master Kong milk tea has three flavors, condensed milk tea, classic milk tea, cheese milk tea, the formula is older, substitutable, contains non-dairy creamer ingredients, not pure milk powder brewing, not as simple formula Hongfutang milk tea, the attraction of young consumers is insufficient, can only stick to the mass consumer market, a single bottle of 500 ml is priced at 4 yuan.
