Business Intelligence on Retailing, Franchising, and Consumerism in China

Functional Drink Brand Celsius To Enter China Via E-commerce Agency

Functional drink brand Celsius, which previously gained investment from the Hong Kong tycoon Li Ka-shing, announced that the company will cooperate with Qifeng Food Technology (Beijing), an e-commerce agency, to enter the Chinese market.

In April 2015, Li Ka-shing's Horizons Ventures made an investment in this American functional drink company. In March 2017, Horizons Ventures led the investments in Celsius' latest round of financing of USD15 million and other investors included Hong Kong singer Tang Tsz-kei who is better known by her stage name G.E.M. and Razer's strategic investment subsidiary zVentures.

John Fieldly, chief executive officer and chief financial officer of Celsius, said that the reason for choosing Qifeng as their partner is because of the latter's high channel penetration and the ability to serve international customers in China.

Qifeng is a food wholesale and retail company established in 2015 and it has its own specialty stores on China's mainstream e-commerce platforms, including Tmall, JD, and Yhd.

At present, Qifeng is focusing on the sales of healthy drinks, such as vegetable protein drinks, soy milk, and herbal beverages.

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