BY-Health's first energy drink F6 exceeds sales target
He has however declined to reveal specific sales and re-order figures.
Launched a month ago, F6 is the first product under new Supershot product series. The firm will launch two more products in the fourth quarter.
Yan said that the upcoming products would offer “high-fiber” and “sober up” effects.
Following the success of F6, he said he is “very confident” that the sales performance of its upcoming products will exceed expectations as well.
Selling at 15.8 RMB per 60 ml bottle, F6 does not contain taurine, colour additives, preservatives, and artificial sweeteners commonly found in other energy drinks.
It is positioned as a “tiny but powerful" product that "raises energy levels rapidly." Some of its ingredients included natural extracts from premium Arabica green coffee beans.
The firm also claimed that “the body can metabolise the drink quickly without affecting sleep.”
The young and modern crowd is the main targeted audience of F6 energy drink, Yan said.
“We are more interested in attracting the young and modern crowd, sending the message that F6 supershot is not only a beverage, but a symbol of modern lifestyle,” he said.
The firm intends to launch limited editions of the energy drink that the young and modern crowd will like.
However, he added that the firm would also use a different strategy to reach out to more consumers.
“As F6 supershot is a new product category, the product position is already different from others in the first place. Therefore, we will not categorise our consumers along the typical lines of gender, age, and income. Instead, we will categorise the target audience with multiple labels.”
“The purpose of F6 is to start a new product category, enter new sales channels, find new consumers. As such, we will not promote the product in the same way as traditional products. "
Not long after launching the product, the firm found from consumer surveys that increasing product presence and production is crucial for success.
As such, the firm is continuing to expand F6's distribution channels.
The firm will be selling F6 energy drinks on VIP.com, Suning, and Day Day Cook, after the drink was made available on major e-commerce platforms such as JD, Tmall, and boutiques such as YIT and Coolbuy.
In terms of physical stores, the drink is currently on sale in convenient chain stores 7-Eleven, C-store, Watsons and BP petrol station.
It is also aiming to introduce the product to more brick-and-mortar stores, such as Alibaba’s Hema and US outfit Sam’s Club.