消费趋势转向大包装，东鹏果之茶以「质」与「量」赢得认可

Core Insights - The beverage market is undergoing a transformation with large-packaged drinks gaining popularity among consumers, driven by their unique advantages and increasing market heat [1][3] - Eastroc Beverage has launched the "Fruit Tea" series, which has received widespread recognition from consumers due to its diverse specifications and excellent quality [1][5] Market Trends - According to Nielsen IQ, as of June 2025, the sales share of ready-to-drink beverages of 1L or more has risen to 18.7%, an increase of 7.4 percentage points compared to the same period in 2024, making it the fastest-growing segment [4] - The rise of large-packaged beverages is attributed to changing consumer demands, which now extend beyond personal hydration to social sharing and convenience for specific scenarios [4] - Key consumer scenarios contributing to large-packaged beverage sales include family gatherings, camping, and office meetings, which together accounted for 61% of large-size sales in 2024, expected to exceed 70% in 2025 [4] Product Strategy - Eastroc Beverage's "Fruit Tea" series targets the fruit-flavored tea market with a focus on diverse packaging options, including a 1L size priced at 5 yuan, and a 555mL size for convenience [6][8] - The 1L product offers a unit price of 0.5 yuan per 100ml, appealing to cost-conscious consumers, while the 555mL size caters to on-the-go consumption needs [6] - The "Fruit Tea" series emphasizes quality, using premium local tea bases and 5%-10% fresh juice to create a differentiated product that retains traditional flavors while appealing to younger consumers [6][8] Marketing and Distribution - Eastroc Beverage has established a robust distribution network with over 3,200 stable distributors, achieving nationwide coverage across 33 provincial and 333 municipal regions, with a 100% coverage rate in municipal cities [9] - The company employs digital marketing strategies, including a "1 yuan enjoyment" campaign that engages over a million participants daily, enhancing repurchase rates [9] - The use of digital systems in the supply chain helps mitigate risks and improve consumer experience, further solidifying brand loyalty [9] Future Outlook - The "Fruit Tea" series is well-positioned to capitalize on the growing demand for large-packaged beverages, with its product strength, channel capabilities, and brand power [10] - As consumer needs continue to evolve, the series is expected to maintain its growth momentum in the competitive fruit-flavored tea market [10]