Li Jiaqi strongly recommends this instant coffee, which sells 5 million units a year, beyond your imagination

One sentence "OMG buy it!"

10,000 pieces of beef jerky sold out in seconds!

Another "Buy it, buy it!"

10,000 pieces of yogurt sold out in seconds again!

At this point, I believe everyone can guess that "Lipstick King" Li Jiaqi has started to sell food! Just yesterday, dozens of popular foods landed in Li Jiaqi's Taobao live broadcast room, "Add another 10,000 pieces, gone! Add another 10,000 pieces, gone again! Can you pre-sell? On 321..."

While everyone was complaining about the bad business, Tiantian Xinpin was like riding a roller coaster in this live broadcast room, watching product after product sold out in seconds (I won’t admit that I also rushed to grab them!). Among these products, the one that attracted the most attention from Tiantian Xinpin and was also the product that was strongly recommended by Li Jiaqi in the live broadcast room yesterday was a cup of coffee called "San Dun Ban"!

Innovative packaging, affordable prices, and hailed as a master-level blend... Today, Tiantian New Products will show you what kind of coffee product this is!

In 2015, Wu Jun and his team founded Santonban, a convenient boutique coffee brand, based on a coffee shop and an e-commerce baking brand. They maintained the rhythm of launching one flagship product a year, and successively launched cold brew filter coffee and boutique instant products. Santonban's annual growth rate remained between 2-3 times.

At the beginning, Santonban was mainly distributed on e-commerce platforms such as Taobao, Xiaohongshu, and Xiachufang, accumulating a group of stable users. Last summer, the "cold brew instant coffee" series became a hit as soon as it was launched, with monthly sales exceeding more than 20,000 boxes and nearly 200,000 cups. On Double 11, it ranked first in the domestic coffee brand category, and on Double 12, it became the second in the entire coffee category (the first place is Nestle).

The Santonban "Cold Brew Instant Coffee" series is a sealed single capsule with coffee powder inside. No need for brewing, no need for filtering, no need for utensils, whether it is cold water or hot water, milk or soda, tea, even with ice cubes, it can be dissolved in 3 seconds. If you use a sealed cup, you don't even need to stir it, just shake it gently to dissolve it quickly.

Different from the traditional high-temperature processing method of coffee, it adopts the form of slow extraction at low temperature. Low temperature is not easy to have impurities and sourness, while slow speed achieves a smooth taste. The whole process is cold extraction, and only the essence of coffee is extracted. With micro-batches and customized intelligent drying technology, the aroma and flavor of coffee are highly restored. In terms of price, it is also relatively affordable. A portion is nine, and the retail price of a single bean is about 8 or 9 yuan.

In January this year, Santonban completed a Pre-A round of financing worth tens of millions from Frees Capital, and in July received a round of A financing from Tiantu Investment. Li Jiaqi revealed in the live broadcast room that the annual sales of the "cold brew instant coffee" series have reached 5 million.

Coffee consumption in China is in its infancy, but the growth rate is alarming (10-15%), among which instant coffee still occupies a dominant position, while freshly ground coffee and specialty coffee, although with a small share, maintain a relatively fast growth rate. Compared with the per capita coffee consumption of more than 500 cups in Japan and South Korea, the Chinese coffee market still has a lot of room for growth.

The success of Santonban will surely bring new thinking to the domestic instant coffee industry!