代工质疑声中元气森林加速启动自营工厂 布局果汁赛道成果待检验

中国网财经9月11日讯(记者 刘天)在经历了代工质疑之后,新兴饮料品牌元气森林加速了自营工厂的布局。中国网财经记者了解到,元气森林耗时8个月建成的滁州一期工厂已经投产,年产能将达到4.5亿瓶。另据元气森林相关负责人透露,滁州工厂二期也将于今年启动。广东生产基地亦将于今年动土。天津新工厂已经动土,预计将于今年投产。

元气森林滁州工厂负责人康嘉表示,自建工厂有利于扩大产能,但更大的意义在于创新,饮料企业对于产品创新能力的需求激增,选择代工厂还是自建工厂,直接关系到新产品测试与工艺优化,关系到后续新产品的研发与市场竞争能力,饮料行业的变革一直在发生,有自己的工厂之后,元气森林一定会在生产制造的工艺变革上,赋予产品新的不一样的体验。

在布局自营工厂的同时,元气森林加速了推新品速度。据了解,元气森林近日将正式发售一款果汁产品微气泡西柚,能否在竞争激烈的果汁产品赛道掀起风浪,仍有待时间检验。

“元气森林倡导用户第一,鼓励创新、鼓励试错,倡导不断大数量地创新试错,并着力降低试错成本。”元气森林品牌负责人宗昊表示,目前每款产品从研发到生产,都会经过上百次的口味盲测。同时,也会结合市场、渠道、销售调研,最终量化为具体数据,以此及时调整经营动作。宗昊表示,此前元气森林因为OEM模式限制曾放弃果汁产品,现在推出果汁产品时机已经成熟。

(责任编辑:董云龙 )
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