Genki Forest benefits from internet thinking and a fast iteration process. It uses gray tests and data analyses to reshape product development.
The company is currently releasing its soft drinks in 40 countries around the world and raised USD $6 billion at the start of 2021. Its low-calorie and low-sugar products have captured the market of Chinese Generation Z and Millennials seeking healthier consumer goods.
Genki Forest uses Stevia as the primary sweetener for its beverages. This plant-based sweetener has zero calories and is more healthy than artificial sweeteners. Genki Forest also doesn’t use any other additives or preservatives in their drinks.
Tang Binsen, founder of Genki Forest, honed his business skills in the gaming industry, launching China’s third largest gaming company before selling it for $400 million. Dissatisfied with Tencent and NetEase’s monopoly in the gaming sector, Tang shifted his focus to consumer goods and specifically beverages.
Genki Forest focuses on delivering high-quality products to consumers. Its products are available offline at chain convenience stores and online through Tmall’s Heybox platform. The brand’s products are also distributed overseas in 40 nations, mainly targeting Chinese Generation Z and Millennials seeking healthier consumer goods.
Genki Forest drinks are made with natural ingredients and free from artificial sweeteners, flavors, and preservatives. These ingredients make them an excellent choice for those who want to lose weight or maintain a healthy lifestyle.
The company also employs data-driven, high-tech production in its factories. Unlike major players like Coca-Cola and Nongfu Spring, which outsource their production, Genki Forest has built its own factories. This allows it to protect its recipes and lower production costs.
Genki Forest also uses new retail strategies to reach its target audience. They invest in popular online TV shows and leverage influencers to promote their products. These campaigns allow Genki Forest to measure sales conversions. The shows also focus on physical challenges, which aligns with the brand’s emphasis on health.
Genki Forest drinks are sugar-free and calorie-free, making them an ideal choice for people who want to control their weight without sacrificing flavor or other health benefits. The brand’s flavored sparkling waters have flavors inspired by Asian tastes, nostalgia and fresh twists on tradition.
The company emphasizes healthy products and uses erythritol, a natural sugar substitute that has more sweetness than sucrose but fewer calories. The beverage maker also promotes its products through KOLs and sponsored TV shows with a focus on physical challenges.
The brand’s success is largely due to its founder, Binsen Tang, who has a background in crossover entrepreneurship and gaming. He brought his knowledge of product development and marketing to the soft drink industry. This helped the brand achieve great success in China and beyond.
No Artificial Colors or Flavors
Genki Forest’s beverages are made with natural ingredients, have no artificial colors or flavors, and have zero calories. They also use Stevia, which is a plant-based sweetener with many health benefits.
Genki’s founder Binsen Tang is a crossover entrepreneur who made his fortune in the gaming industry and has brought Internet thinking to beverage development. This includes fast iteration processes, gray tests and data analysis.
In addition, Genki Forest has a flat organizational structure and lean management, which allows for efficient communication. This combined with a digital focus has helped the company achieve a high rate of growth.
However, Genki Forest faces tough competition from beverage giants such as Nongfu Spring and Coca-Cola. It will have to work hard to reach its 2021 sales target of tripling in both online and offline channels.
As a self-described technology corporation, Genki Forest places a premium on data-driven and high-tech manufacturing. It has shifted from relying on Original Equipment Manufacturers to building five of its own factories and taking control of its production lines, which has drastically reduced manufacturing costs and increased capacity.
With a team that includes talent from both technology and more traditional industries, Genki Forest has a flexible structure that promotes efficiency and speed. Its Internet thinking is reflected in product development, where consumers are put first through fast iteration processes and gray tests.
Genki Forest’s products are sold in over 40 countries around the world. Its products are particularly popular among Chinese Generation Z and Millennials, who are health-conscious and seeking healthier consumer goods. Its success is also attributed to its marketing strategy, where it partnered with top KOLs on social media like Xiaohongshu and Douyin to reach the mass market.