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Investment Rating - The report indicates a positive outlook for the coffee industry, particularly for instant coffee, which is experiencing significant growth and market share expansion for emerging brands [2][11]. Core Insights - Coffee consumption is becoming a daily necessity, with the instant coffee segment showing substantial growth and a shift in competitive dynamics favoring new brands [2][11]. - SharkFit, an emerging brand, has achieved top sales on Douyin for its "0 fat 0 sugar Americano" product, highlighting the potential for new entrants in the market [2][11]. - The report analyzes the coffee industry from four dimensions: product, price, channel, and marketing strategies, particularly focusing on SharkFit's approach [2][11]. Industry Overview - The coffee market is steadily growing, with instant coffee holding a significant and irreplaceable position. The average monthly GMV on Douyin for the coffee sector has been increasing from 2021 to May 2024 [7][16]. - Instant coffee is recognized as the leader in the coffee category due to its convenience and broad consumer base, while capsule coffee is also gaining traction for its quality experience [7][16]. Price Segment Analysis - Products priced between 10-50 yuan are popular due to their cost-effectiveness, especially larger packaging options. The high-end coffee market (100-300 yuan) is also showing strong growth, primarily driven by well-known brands [9][11]. - The 0-fat coffee segment is emerging as a mainstream selling point, reflecting consumer preferences for health-conscious options [9][11]. Brand Dynamics - The market share of leading brands is declining, allowing emerging brands to capture more market space. SharkFit and other new brands are gaining traction by focusing on low-calorie coffee products [11][12]. - Consumers are increasingly favoring pure and healthy black coffee over sweeter options, indicating a shift towards health-conscious consumption [11][12]. Product Strategy - SharkFit has shifted its product focus from high-priced fitness packages to affordable instant coffee, successfully establishing it as a star product in their lineup [22][25]. - The brand's strategy emphasizes competitive pricing and large packaging, appealing to consumers seeking value [25][26]. Channel Strategy - SharkFit's sales strategy varies across platforms, with a strong focus on instant coffee on Douyin, while other platforms emphasize fitness and convenience food products [27][29]. - The brand has achieved significant sales through live streaming and video marketing, with a notable performance on Douyin [29][31]. Marketing Strategy - SharkFit employs a diverse collaboration strategy with various influencers to broaden its audience reach, particularly targeting health-conscious consumers [34][36]. - The brand's unique IP persona enhances consumer engagement and brand recognition, particularly among younger demographics [36][37].