Ms. Miao Chen, as co-founder of GUOZI CO., oversees comprehensive management in supply chain, brand marketing, and commercial operations. With extensive experience in the FMCG sector, she has always regarded innovation as the core driver of brand development.
In 2022, she collaborated with core founding members to launch Guozishule Sugar Free Tea series. Centered on the philosophy of "Chinese tea with Chinese flowers," the brand established a differentiated flavor matrix, pioneering the flat square bottle design and L-shaped labeling technique. These innovations revolutionized traditional beverage packaging through industrial aesthetics while driving technological advancements in production across the industry. Leveraging her precise consumer insights and exceptional capabilities in supply chain collaborative innovation, she and her team propelled the brand to achieve an 851.07% year-on-year growth in sugar-free tea market share during the first half of 2024, rapidly positioning it among the top players in the category.
The FMCG market is being reshaped by emerging brands, and long-standing bestsellers are no longer the only way to break through. In just five years, GUOZI CO. has replaced reliance on flagship products with frequent innovation. By capturing consumer trends and iterating rapidly, it has created several short-term hit products, even surpassing traditional giants. In 2024's first half, its sugar-free tea series saw a market share increase of 851.07%, reaching third place in a competitive market. The brand's focus on young consumers and continuous innovation shows that creating multiple short-term hits may be more impactful than relying on a single bestseller.
GUOZI CO. uses a unique "Chinese tea + Chinese flower" formula to address the bitterness of traditional tea while adding emotional value. Its original square bottle design challenges traditional tea stereotypes, and upgrades to production lines drive industry innovation. Focusing on convenience store consumption, high-recognition packaging boosts sales efficiency. Through full-chain innovation, the brand connects with young consumers, positioning beverages as a lifestyle choice.
With an understated orange logo and attention to detail, GUOZI CO. has made a lasting impression. How does this brand maintain its innovation in the competitive beverage sector? From unique bottle designs to optimized supply chains, its practices provide valuable insights for the industry. Let's explore its innovative journey.