With China’s unique hot water culture and the improvement of health awareness, thermos cups have become an indispensable winter daily necessity. Double Eleven promotions and the launch of personalized products have stimulated consumer demand, and the online market continues to expand. Domestic brands dominate the market. Fuguang has gained new growth by launching cooling thermos cups and Douyin by deeply understanding consumer needs. New brands have risen rapidly relying on trends and recommendations from experts. The transformation of factories into brands has become a trend, and consumers’ demand for high-quality materials has increased. 316 stainless steel and rare space metal titanium have become mainstream choices. The demand for multi-scenario use has promoted innovative design, and personalized appearance has become a consumer preference. In terms of marketing, the brand frequently launches new products, cooperates with well-known IPs, participates in charity and sponsorship to deepen the brand image, and pays attention to technology empowerment and creative design. The brand’s popularity has been improved through the endorsement of Douyin experts, and the cooperative live broadcast room has driven sales growth.
#1Thermos cupmarket continues to heat up, personalized products lead the consumption trendWith the strengthening of Chinese people’s health awareness + China’s unique hot water culture, thermos cups have become a daily necessity in winter. Entering the fourth quarter, the temperature gradually dropped, and the demand for thermos cups increased. Combined with the Double Eleven promotion and the personalized scenario products launched by the brand, the online market share of thermos cups has steadily expanded. According to Jiuqian’s middle platform data, the online sales of thermos cups in Q4 of 2023 increased by 23.6% year-on-year, the average unit price increased by 1.1% year-on-year, and the online sales increased by 24.9% year-on-year.
In terms of channels, the thermos cup category on the Tmall platform maintains a high volume advantage. In Q4 of 2023, the sales of Tmall categories increased by 11% year-on-year. The Douyin platform is the main growth field. The sales of Douyin categories in Q4 of 2023 increased by 1.2X year-on-year. Many emerging brands quickly gained popularity with the help of the Douyin platform.
#2 Domestic brands dominate, Fuguang leads, and new brands innovate and flourishThe online market for thermos cups is dominated by domestic brands. In Q4 2023, 7 Chinese brands occupied the top 10 online share brands. Among them, the leading advantage of the domestic old brand Fuguang has been further strengthened, and the gap with the overseas brand Thermos, which ranks TOP2 online (the online market share in Q4 2023 was 8.1% and 5.3%, respectively, +0.2 and -2.1 percentage points year-on-year). Fuguang has a full layout online and offline, keenly insight into the consumption trend of the outdoor craze, and accelerated the expansion of the “sports +” development edge in Q4 2023, cooperating with events such as the Iron Cube IRONCUBE Super Triathlon, the 8th China-Europe AMP24-Hour Elite Challenge, and the Diafei Marathon. In terms of products, it has insight into consumer pain points, launched a temperature-controlled thermos cup that can cool down hot water in 60 seconds, and cooperated with Douyin to bring goods, bringing new growth points to the brand.
At the same time, emerging brands have seized the trend that thermos cups have become a trendy item for young people, and launched original products with high safety and trendy fun for Generation Z and sophisticated mothers. They have achieved rapid growth through high-value products + expert recommendations. Huabansen’s one-lid double-drink Dudu cup, Uooha’s accompanying double-drink cup and graffiti thermos cup are all popular with consumers.
In addition, the transformation from factory to brand is another trend. The domestic brand Carrot established its brand from the factory, mainly selling aluminum non-stick pans, mainly on the Tmall platform, with the help of Tmall Juhuasuan to attract traffic, and quickly achieved scale with the core operating model that is closely connected with consumers. At present, the brand’s product matrix is rapidly expanding to the entire pan-home track. The launch of the trendy new product Hakimi Bubble Thermos Cup in Q4 of 2023 received a good response, driving the brand into the Tmall platform TOP10 and omni-channel TOP15 in the thermos cup category, with growth potential.
#3 316 stainless steel and titanium are popular, and multi-scenario applications and personalized design are becoming trendsThe improvement of consumers’ health and environmental awareness has led to an increase in demand for high-quality materials. 316 stainless steel has become the mainstream choice in the thermos market due to its corrosion resistance and high temperature resistance. Some brands have added ceramic coatings on 316 stainless steel to increase product performance; at the same time, rare space metal titanium has been introduced into the thermos field. Titanium has antibacterial, strong acid and alkali resistance, and zero heavy metal precipitation. Titanium thermos is popular and has excellent premium capabilities.
Consumers pay attention to the practicality and convenience of thermos in multiple scenarios. Specifically, large-capacity thermos can meet users’ daily water needs and are suitable for work, sports or travel. The double-drink cup has a straw and a direct drinking cup lid to meet the needs of drinking water in small sips and drinking water freely; lightweight design and anti-fall materials are suitable for various outdoor and sports scenes.
Appearance design is one of the important considerations for consumers when choosing thermos cups. With the increase in personalized needs, thermos cups have become a trendy item. Consumers are more inclined to buy thermos cups with unique and original designs, and such products have a large premium space.
#4 Focus on launching new products and co-branding with well-known IPs, and technological empowerment and creative design are the keyIn terms of marketing, thermos cup brands launch new products frequently and focus on co-branding with well-known IPs to attract young consumers. In the fourth quarter of 23, Huabansen launched 5+ new products, Fuguang x Laoxiangji launched a co-branded thermos cup “Chicken Frozen Cup”, and Thermos launched Sanrio Christmas series and Coolomi series.
At the same time, thermos cup brands are committed to technological empowerment and creative design, such as Fuguang’s new temperature-controlled vacuum cup, Thermos x Huawei’s new smart magic cup, and Wushengwu’s new pure titanium thermos cup.
In addition, thermos brands endorse product quality through Douyin expert evaluation videos, and cooperate with top experts to enhance brand awareness. For example, Huabansen cooperated with actress Liu Nanxi’s Douyin video + live broadcast to bring goods, and cooperated with Li Jiaqi’s live broadcast room to bring sales growth to the brand.
#4 Focus on launching new products and co-branding with well-known IPs, technology empowerment and creative design are the keyIn terms of marketing, thermos brands launch new products frequently and focus on co-branding with well-known IPs to attract young consumers. In the fourth quarter of 23, Huabansen launched 5+ new products, Fuguang x Laoxiangji launched a co-branded thermos “Chicken Frozen Cup”, and Thermos launched Sanrio Christmas series and Coolomi series.
At the same time, thermos brands are committed to technology empowerment and creative design, such as Fuguang’s new temperature-controlled vacuum cup, Thermos x Huawei smart new magic cup, and Wushengwu’s new pure titanium thermos cup.
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