Meal replacement seems as light as a feather in terms of weight, but its own size has become the mainstay of the fat reduction industry.
In August 2019, CBNData and Tmall released the "Insight Report on China's Online Meal Replacement Consumption Trends". The report shows that the meal replacement market penetration rate has exceeded 40% in the past year, and the consumer growth rate has exceeded 60%. Among them, bottled milkshakes performed very well, showing an explosive growth of more than 700 times in sales.
There is no shortage of competitors for this extremely low-calorie “cake”. However, in a competitive field with a market size close to 100 billion, ShapeStar successfully detonated the Chinese market like an "asteroid" with its small silver bottle meal replacement milkshake.
Xingxing energy?
However, Xingxing founder Zhang Tengfang said that compared to the eye-catching market exposure, the strength of Xiaoyinping itself makes her more proud.
"Our goal is to use products to tap out the creativity in consumers' minds." Zhang Tengfang said, "Consumers have little voice, so our brand side stands by their side; they can only produce ideas, Our Xingxing Xiaoyinping focuses on realizing their ideas."
Xingxing takes the brand's "I?deserve?better (I deserve more good things)" as its cultural connotation and innovatively develops a full range of products. Nutritional meal replacement shakes, with the core concept of "light mind, light body, light food", identify the actual user pain points and break the fixed thinking of the existing market.
Currently, statistics from various channels show that the consumption frequency of cereal-based meal replacement foods is the highest among all meal replacement products. However, during consumer surveys, it was found that there is only one key reason why grain meal replacements have become the "people's choice": satiety. Choose grain meal replacement foods simply because they are thicker than other meal replacements such as protein drinks and enzyme powders.
This is because the meal replacement lacks polysaccharides and natural thickeners, resulting in a thin taste of the product. Nowadays, most of the fat-reducing products on the market are competing for the "0-calorie" label, substituting the concept of "fat-burning" - businesses are beginning to compete with each other to see who can find better sugar substitutes and whose polysaccharides are added to them. few.
When Xingxing entered the brand, it made “fat-burning and body-building” competitive. The entire series of products combines high-quality ingredients from all over the world - Swiss Abies Labs (Fir Laboratory) Xingxing provides high-tech patented ingredients Belinal?, US GRAS-certified edible potato extract, and Japanese chestnut powder. In addition, it also has Chinese patented fructooligosaccharides, Agaricus bisporus imported from Belgium, Korean probiotics... These ingredients are combined to supplement more nutrients needed for meal replacement from the perspective of maintaining gastrointestinal health.
From Asia, America to Europe, the brand selected more than 30 food manufacturers, and finally chose Leipzig, a city in central Germany, as the birthplace of the German Shape Star series products. The ANONA factory in Leipzig has obtained EU food certification and has been registered with the China Food and Drug Administration. Here, there are stricter German production standards and higher quality raw materials.
From fat burning to body beautification, this is an upgrade in the quality of Xingxing Xiaoyinbottle meal replacement milkshake; the upgrade from bottled powder to bottled beverage is what makes Xiaoyinbottle more attractive to consumers. "Explosive point".
The explosive point of the small silver bottle
Many people don’t want to clean their mugs, so they have bottled meal replacements to suit their needs - the idea of ??bottled meal replacements comes from laziness. However, simple packaging replacement not only does not completely free the hands of lazy people, but also affects the taste and reputation of meal replacements due to consumers’ incorrect brewing methods.
Ready to drink after opening the bottle, which has become the unique advantage of Xingxing Small Silver Bottle. By choosing the small silver bottle, consumers do not need to bear the pressure of brewing and making. This is the "complete nutrition" in another sense of the small silver bottle: allowing all the ingredients in the milkshake to act on the body.
The attraction is not limited to the content
Demand comes from life, and fashion also comes from the life in front of you.
The visual design of this "little silver bottle" abandons the image of plants and is inspired by the universe. Just like its name, the packaging designers used silver as the main visual color, combined with the environmentally friendly aluminum bottle, used minimalist design to balance the mystery brought by the style, and expressed the passion for continuous exploration into unknown areas.
The shaped star will be the "universe" in the living room. Various aerospace foods created for the universe have one distinctive feature: convenience. The convenience of the Xingxing Silver Bottle is not just that a bottle of meal replacement can complete the tasks of fullness and body shaping. The product is also equipped with professional guidance from a team of nutritionists, providing Chinese consumers with 6 plans including an exclusive light diet fat loss plan and a 6-bottle detoxification plan.
Such product naming is also part of the "spatial" marketing of Xingxing Silver Bottle. Xingxing not only created a variety of scenario-based marketing plans for small silver bottles, but also took advantage of the broader Internet space. Because of a product, consumers can establish a direct connection with the brand through customer service channels. Because of the brand, consumers can smoothly expand their circle of friends and find shortcuts to beauty more quickly. Spatial marketing makes the Xingxing small silver bottle more like guiding the way in the commodity market, rather than occupying it.
Xingxing small silver bottle meal replacement shake can replace one of our meals, but it will not replace our choice of how to live. In the space of life, it has always been an "explorer".