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Strong Partnership of Chatime x Taisun Stakes Out New Horizons
Good news for consumers who love beverages! Handmade and carton beverages are no longer competing against one another as strong first-time partnerships between Taisun and notable vendors Chatime, COMEBUY and Teaplus have collaborated to introduce the “Cha Street” series of carton beverages. Sharing the same flavors as their respective stores, these carton beverages are on sale at over 10 thousand locations and have staked out a new horizon.
Cross-domain Collaboration between Beverage Shops and Convenience Stores
Max Lei, Taisun’s Vice President of Marketing, has said “The beverage market has plenty of possibilities, ‘innovation’ is the only way!” With the revenues of beverage shops increasing annually, that number has exceeded 50 billion NTD in 2017 and there are 21 thousand beverage shops all over Taiwan, which is more than the number of convenience stores, and now is time to combine these 2 domains. The “Cha Street” series is the first wave that includes three products: COMEBUY’s “Sweet Orange Jinxuan Tea,” Chatime’s “Roasted Milk Tea,” and Teaplus’ “Lemonade with Basil Seed,” each sold at 35 NTD.
Max Lei said that the idea of collaborating with handmade beverage shops first took place in the summer of 2016. In the era of marketing 4.0, consumers have been connected through the internet and handmade beverages shouldn’t solely be competing with carton beverages. Therefore, the “Cha Street” series of beverages was conceived a year later, and Taisun will work with vendors such as Chatime to introduce more diverse products in the future; Taisun will also cooperate with other beverage vendors to introduce brand new products in the future.
Nono Ku and The Bubble Milk Tea Sisters “Shake Beverages”
Nono Ku, the new generation advertisement queen, was invited to take part in “Cha Street” television commercials. She said that she loves to drink beverages, but often works late and all of the beverage shops are closed; she is thrilled to learn that she can buy her favorite “roasted milk tea” at convenience stores. In quite good shape, Nono Ku and online celebrities “The Bubble Milk Tea Sisters” took on the challenge of “shaking beverages” and looked like graceful professionals. Even the host Natto, investor of “Good Day Good Time Tea,” couldn’t help but inquire about the possibility of joining the collaboration!