Why is Saturation Freeze-Dried Instant Coffee So Popular? Saturation's Brand Design Philosophy

How Satinbird Became a Household Name in Instant Coffee

Today, "Satinbird" has become synonymous with the new generation of instant coffee in the minds of Chinese consumers. From its establishment in 2015 to selling 600,000 coffee capsules in one hour during Tmall's Double 11 in 2019, becoming the top brand in Tmall's coffee category, Satinbird achieved an annual revenue of over 150 million yuan that year. In the following two years, Satinbird continued to dominate the rankings, with Tmall sales already exceeding 100 million yuan during Double 11 in 2020. How can a newly established domestic Chinese brand defeat century-old international brands?

Creating a New Category: Ultra-Instant Coffee

First, Satinbird pioneered a new category in the instant coffee industry—ultra-instant coffee. In the century since instant coffee appeared, it has been widely loved by consumers due to its convenience and long shelf life. However, it suffered from poor taste and required hot water to dissolve. For today's discerning young consumers, the non-dairy creamer and sugar in instant coffee are considered very unhealthy, and the need for hot water brewing means it cannot be enjoyed anytime, anywhere.

When Satinbird was first established, it didn't focus on instant freeze-dried coffee. The brand initially took the specialty coffee route, launching drip coffee bags with thoughtful accompanying brewing kettles and cups. However, since freshly ground coffee wasn't yet widely accepted by consumers at that time, sales were mediocre. Later, they introduced cold brew coffee bags with complimentary cold brew bottles, but due to the long preparation time, sales remained lukewarm.

Addressing the pain points in both specialty coffee and instant coffee sales, Satinbird shifted its focus to ultra-instant coffee—coffee that dissolves quickly even in cold water while emphasizing flavor performance. This made instant coffee taste closer to freshly ground coffee, offering convenience, speed, and efficiency.

Packaging Design That Captures Youth Aesthetics

Second, Satinbird's packaging design captured the aesthetic preferences of the younger generation. Satinbird understood that simply launching ultra-instant coffee wouldn't be enough to attract consumers, so they invested considerable thought into packaging, catering to young people's preferences for minimalist styles, portability, and visual impact from colors. The brand adopted pure-colored, ultra-mini coffee cup packaging for coffee powder, making the product highly recognizable.

Later, when "Satinbird" entered Tmall, big data analysis revealed that consumers' demands for coffee were becoming increasingly personalized and diversified. In response, they updated their product line, introducing six different roast levels of coffee powder, distinguished by numbers, suggesting that despite being instant coffee, these products could deliver the quality and taste of freshly ground coffee.

This innovative, eco-friendly coffee packaging naturally carried an appeal that said "keep me for DIY projects," encouraging people to save the packaging for creative transformations into small potted plants, decorative accessories, and ornaments. Users spontaneously shared these creations on various social platforms, and this fun, engaging sharing approach resonated deeply with young consumers.

Consumer Participation in Brand Co-Creation

Third, Satinbird enabled consumers to participate in brand co-creation. Before each product launch, Satinbird conducts consumer testing with participants called "navigators"—targeting food influencers, professional institutions, regular consumers at exhibitions, and research organizations. Products are optimized based on feedback from these "navigators" before being promoted.

After new products are launched, Satinbird implements a "Return Journey Program," collaborating with well-known offline coffee shops in multiple first and second-tier cities to guide customers in recycling product packaging in exchange for carefully crafted original merchandise. These merchandise items can be said to surpass the products themselves! Whether it's brand image characters, clothing, or daily necessities, the designs have strong visual appeal, promoting the brand through different consumer groups.

Challenges and Future Outlook

Satinbird's rapid success can be attributed to changing public perceptions of instant coffee and marketing approaches that resonate with young people, creating unique cultural values that have taken root in the hearts of young consumers. However, as more ultra-instant coffee brands enter the market and the status of freshly ground coffee improves in consumers' minds, the competition intensifies.

Satinbird's Return Journey Program, spanning from online to offline, builds interactive scenarios with users, encouraging more lifestyle enthusiasts to participate and continuously enhancing the brand's influence. However, this approach has gradually shifted Satinbird from competing solely in the instant coffee industry to competing across the entire coffee industry.

Although instant coffee and freshly ground coffee target different consumer groups—beginner coffee consumers versus coffee enthusiasts with some knowledge—the current consumption trend suggests both categories will inevitably expand into each other's territories. Therefore, maintaining its position as the leader in the coffee category presents significant challenges for Satinbird.

Image source: Xiaohongshu

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