/PRZWT/Tongxiang, April 12, 2024 - In the past few years, the once-unknown brand "Fino" has led the trend of "all things can be coconut" because of the "out of the circle" of raw coconut lattes. Sales have soared, and it has gradually become the "peak king" of Chinese domestic brands in the segment of coconut-based plant drinks. Compared with the bosses and trendy rookies in the beverage industry such as Nongfu Spring and Yuan Qi Sen Lin on the major lists, Fino's popularity is even faster.
Tongxiang, where coconut trees do not grow
Why was Fino born here?
Walking into Zhejiang Fino Food Co., Ltd., located in Fengming Street Industrial Park, Tongxiang City, the staff is conveniently packing the packaged Fino thick coconut milk, Fino zero-sugar coconut milk, Fino raw coconut latte and other products.
"Busy, really busy..." Zhang Kai, founder and president of Zhejiang Fino Food Co., Ltd., admitted that only the fast pace of internal management meetings, docking with government department heads, and going out to participate in industry exchange activities can catch up with the growth rate of enterprises and brands. Previously, under the influence of the epidemic, far more than Zhang Kai, even every employee of Fino was in a state of running against the trend almost every day, constantly striving for the high-quality development of the enterprise.
Fino's fast pace has promoted the launch of a new product and the conclusion of a cooperation. In 2017, Fino PET bottled coconut milk was launched; in 2021, Fino thick coconut milk was launched, positioning coconut milk for coffee and tea drinks; now, zero-sugar small coconut milk and raw coconut small lattes have come out one after another. In recent years, Fino has entered the tea and coffee markets respectively as a coconut-based role. In 2022, Fino joined hands with McCafe to launch a new "thick coconut season" series, bringing consumers a new taste of coconut milk coffee products.
Fino has always focused on the related fields of coconut-based plant drinks and has achieved certain results. But Tongxiang is located in a subtropical monsoon climate area and does not grow coconut trees. Why did such a local enterprise emerge? It is reported that Zhang Kai chose the tent industry at the beginning of his business, but due to market changes and increased labor costs, the company urgently needs to change the track. After more than a year of market survey, he finally chose the coconut-based plant drink industry as the second entrepreneurial direction, bringing the raw coconut products that belong to the tropics to Tongxiang.
"Compared with traditional coconut milk products, we aimed at the concept of more pure and natural coconut-based plant drinks from the beginning." Zhang Kai said that by studying the international beverage trend, he anticipated in advance in the new track that domestic companies had not yet tried, and made more natural, healthy and better taste products.
From back to front
"Internet celebrity" thick coconut milk against the trend
The Fino brand was born in 2015. After nearly 10 years of development, it has gradually formed a complete coconut-based ecological industrial chain from raw materials, research and development, production, sales to brand management. Since the construction of the factory, Fino has effectively integrated the supply chain, allowing the coconut-based category to have a stable production capacity supply capacity.
"After we created coconut-based products with mellow taste and rich coconut aroma, Fino accelerated its development as the representative brand of the coconut-based category." However, in Zhang Kai's view, only in new scenarios and new races can we acquire new resources and create new value.
Since March 2021, Fino's thick coconut milk has gained popularity and become a dark horse in the industry. "Only by maintaining a good taste can the product have a place in the market," Zhang Kai said.
Fino also took advantage of the trend, proposing a bold exploration, free and enthusiastic brand tone, and the pursuit of innovative, healthy, delicious and inexpensive products, which coincides with the needs of today's young people.
At the level of brand promotion, Fino communicated with consumers through Douyin, Xiaohongshu and other channels, which was popular with young consumers. According to the needs of young consumers, Fino also launched products such as thick coconut milk mini, zero-sugar coconut milk, and raw coconut latte in a timely manner.
From the channel of coffee and tea to the direct consumer market, Fino quickly grabbed the market and broke through against the trend.
