Introduction:What kind of spark can be ignited when a traditional pharmaceutical company ventures into the beverage business? A new brand under North China Pharmaceutical takes "healthy water" as its core, emphasizing traditional Chinese medicine formulations and a no-additives concept. Its basic drinks are priced at just 7 yuan, and during the trial operation period, it even offers free health check-ups, successfully attracting a large number of consumers. This article delves into its business model, from product positioning and franchise strategies to the underlying distribution mechanisms, to give you an in-depth look at the reality of this cross-industry venture.
In mid-August this year, North China Pharmaceutical launched its first beverage store in Shijiazhuang, Hebei, with "healthy water," "Five Elements secret recipes," and "100% natural with zero additives" as its main selling points. Basic drinks are priced as low as 7 yuan. This pricing strategy, combined with the pharmaceutical company background, immediately sparked discussions in the market.
The brand’s most distinctive feature is arguably its marketing approach that combines health concepts. During the trial operation phase, customers who purchased milk tea were offered free smart health check-up services. These services are conducted by robots capable of testing seventy indicators across ten human body systems and recommending suitable beverages based on the results. For instance, customers experiencing eye fatigue are advised to try a blueberry milkshake rich in anthocyanins; those looking to boost their immunity might opt for a plant-based milkshake containing high amounts of Hericium erinaceus and pumpkin.
This innovative model that combines beverages with health check-ups has successfully attracted many local consumers to come and experience it.On the opening day, revenue reached nearly 8,000 yuan.Subsequent business performance remained strong, and the store even temporarily suspended its delivery service due to an overwhelming number of customers, in order to ensure service quality for in-store patrons.
Riding on this wave of popularity, the brand is actively preparing for its franchise business and plans to officially open recruitment next year.The first batch of franchise locations will primarily be in cities across North China.However, franchisees are not only responsible for operating beverage stores but also for selling functional foods from Huawei Health, becoming one of the sales channels for the company’s health products.
This model means that Zhenyinzhi beverage franchise stores not only sell drinks but also act as distributors for health food products, further expanding the brand’s commercial footprint.
This cross-industry business strategy undoubtedly provides a new line of thinking for traditional pharmaceutical companies seeking new growth points, but it has also drawn further public attention to its franchise model and product positioning.
The above content is compiled by CoffeeHunters, a coffee news website.
