Zhou Heiya (01458) and Thailand's IMCOCO Group launch a strategic cooperation and the exclusive natural coconut water brand “Yayayu” will soon be fully launched

Zhitong Finance App learned that on January 15, 2025, Zhou Heiya International Holdings Co., Ltd. (hereinafter referred to as “Zhou Heiya”) and Thailand's IMCOCO Group held a strategic cooperation signing ceremony at the Wuhan Zhou Heiya headquarters and jointly launched the natural coconut water brand “Yayaya”. As an exclusive beverage brand for Zhou Heiya (01458), “Yayaya” will fully launch Zhou Heiya retail stores and cooperation channels. This collaboration marks Zhou Heiya's opening of a new “braised flavor+drink” consumption scenario, focusing on upgrading consumers' delicious experiences.

Cut into the beverage circuit and create top-quality natural coconut water

In today's rapidly changing consumer market and diversified demand, Zhou Heiya always maintains keen insight, actively explores new market opportunities, and focuses on quality upgrades and customer experience upgrades. This time, Zhou Heiya entered the beverage segmentation circuit, focused on the coconut water category in a differentiated manner, and carefully created a series of top-quality natural coconut water products.

As the concept of healthy eating becomes entrenched in the hearts of the people, natural, low-calorie, and electrolyte-rich coconut water is becoming more and more popular among young consumers, and the market size is growing rapidly. Zhou Heiya develops coconut water racetrack: On the one hand, young consumers of coconut water closely match the image of Zhou Heiya's consumers; on the other hand, Zhou Heiya has a rich and mellow flavor, and coconut water is refreshing and sweet, and the product characteristics complement each other accurately.

IMCOCO Group has the raw material advantages of Damnoen Saduo perfume coconut in Thailand, as well as upstream integrated supply chain capabilities built around the perfume coconut industry. Fragrant coconut is an agricultural crop protected by the Thai government. It has a sweet taste and is rich in nutrients, and is only grown in specific production areas. IMCOCO Group will steadily supply high-quality raw materials for the “Yayayu” brand and continue to provide R&D support for the brand's product line.

To create the “Yaya Coconut” brand, Zhou Heiya exclusively launched freshly extracted powdered coconut water

As the first major product to be launched by the “Yaya Coconut” brand, freshly extracted powdered coconut is selected as the raw material from Damnoen Saduo, the core production area. Low-temperature fresh pressing technology perfectly preserves the natural nutrition and pure taste of coconut water. Fresh scented coconut water is rich in polyphenol oxidase (PPO), which forms a natural unique pink color through enzymatic reactions under the influence of sunlight and air.

“Yaya Ya” freshly extracted coconut water uses 100% natural pure coconut water, which is refreshing and sweet in the mouth. Zero additives in production: 0 fat, 0 colorings, 0 flavors, 0 preservatives, and rich in minerals such as potassium, sodium, magnesium, etc., to meet the dual needs of consumers for taste and health.

According to reports, “Yaya Coconut” freshly extracted powdered coconut water will be officially launched in more than 3,000 offline stores and e-commerce stores in Zhou Heiya in early 2025.

Setting a new benchmark for cross-border integration in the braised food industry

Zhou Heiya launched an innovative combination of “braised flavor+drink”, which aims to enhance consumers' delicious experience and meet more scenario-based and diversified needs. This strategic cooperation not only injected vitality into Zhou Heiya's business upgrade, but also set a new benchmark for the cross-border integration of the marinated food industry.

Weng Xiangjian, founder of Thailand's IMCOCO Group, said, “The coconut water market is currently a popular circuit in the beverage industry, and its potential for development should not be underestimated. IMCOCO has its own coconut farm, a self-built beverage factory, and a coconut water raw material factory in Thailand. It is the only 10,000-ton coconut water production base set up in Thailand. In the future, we will continue to deepen strategic cooperation. Under Zhou Heiya's innovative leadership, we will develop more exclusive customized products, and rely on Zhou Heiya's comprehensive offline and online channel advantages to bring consumers more delicious experiences.”

Zhou Fuyu, founder and CEO of Zhou Heiya, said, “Since its establishment for 30 years, the Zhou Heiya brand has always adhered to the core value of 'customer first'. We have jointly built the 'Yayaya' brand, hoping to provide consumers with the highest quality marinated flavor and the best tasting coconut water on the market. We are full of confidence in this strategic partnership. In the future, Zhou Heiya will continue to pay attention to the consumer experience and strive to continuously improve the quality of products and services to create a stronger brand.”