Ms. Lily Yan serves as the Chief Executive Officer and also the Head of Product Research and Development at Shenzhen Kaicha Beverage Co., Ltd. Kaicha, established in 2021, is a beverage company dedicated to promoting health, enjoyment, and conveying Eastern culture. It is a subsidiary of Shenzhen Yihaoji Technology Co., Ltd.
Ms. Lily Yan joined Shenzhen Yihaoji Machine Technology Co., Ltd. in 2018 and served as Board Member and Operation Director, prior to that, she had been the National Marketing Director of Shenzhen Aisidi Co., Ltd. for a long time. Ms. Lily Yan has nearly 20 years of experience in sales operation and management, especially in product operation and marketing, and has served well-known brands such as Apple, Samsung, Huawei and Xiaomi.
4.2H - Hall B2
Market Zero is where new categories can establish themselves and grow. CAT FOUR COFFEE positioned itself as Yunnan local coffee, then become the first brewing coffee brand in the TikTok E-commerce platform. KaiCha, with its experience as a digital products distributor, decided to launch its first unsweetened tea drink fully offline. Now it ranks 8th in the market share of China's unsweetened tea. JiǎnFǎ Wheat selects the alkaline bread category and sold 300 million yuan in 2023, making it a dark horse brand for annual growth marked by Oceanengine
What are the learnings from their alternative approaches? How to find the market zero as efficiently as they did?