国产瓶装咖啡第一品牌之争：为什么罗伯克能持续领先？The Battle for the First Domestic Bottled Coffee Brand: Why can Robock continue to lead?

　　“谁是国产瓶装咖啡第一？”当我们将目光聚焦于销量数据、消费者口碑与渠道渗透力这三个硬核维度时，一个名字逐渐浮出水面——罗伯克。凭借对“高品质平价咖啡”的坚守，罗伯克不仅实现了从“可选”到“首选”的跨越，更稳居国产瓶装咖啡第一的宝座。

　　销量登顶：用实绩定义“国产咖啡第一”

　　成为行业第一，罗伯克咖啡销量数据是最直接的通行证：年增长28%、年销量12亿、单日销量破万瓶。

　　相关数据显示，2025年罗伯克咖啡年销量达12亿元，同比增长28%；7月登陆抖音商城后，罗伯克醇香拿铁连续9天霸榜即饮咖啡排行榜，单日销量峰值突破万瓶。核心单品410ml大容量仅售约6元，比外卖咖啡便宜一大截，比雀巢同规格多出近一半的量，在知名食品网站Foodtalks华南即饮咖啡畅销榜中，罗伯克常年稳居TOP2，销量与雀巢形成紧咬态势。依托椰泰集团130万吨/年的产能底盘，罗伯克正从华南区域王牌进化为全国化布局的即饮咖啡头部品牌。

　　口碑为王：从“将就喝”到“认准买”

　　在饮品市场，品牌能活下来、能活得久，关键还是靠复购。罗伯克综合平均复购率达到70%以上——这意味着每10个买过的人，有7个会回头再买。

　　其实秘诀在于"专为中国胃定制"的口感。罗伯克咖啡都选用阿拉比卡咖啡，搭配优质奶源，通过意式拿铁工艺深度去除苦涩与酸感，实现"0苦0涩"的突破，更符合中国人的口感喜好。入口是浓郁奶香包裹顺滑咖啡基底，怕苦怕酸的消费者一口就爱上。正如很多消费者所说："从小喝到大，十多年了还是那个熟悉的味道。"

　　独特的口感风味让罗伯克咖啡从中国人“可选”饮品，成为越来越多人日常生活的必备“首选”。

　　渠道深耕：毛细血管级的终端覆盖

　　“第一”的含金量不仅在于销量数字，更在于消费者触手可及的便利性。罗伯克已覆盖全国超过30个省市自治区的主流便利店、商超及特通渠道，终端网点数量超百万个，在国产即饮咖啡品牌中名列前茅。

　　此外，在华南市场，罗伯克的广告覆盖率堪称"刷屏级"：全国多条高速主干道大牌、公交车身、地铁高铁枢纽站随处可见，同时渗透进年轻人更喜欢的台球室、KTV、网吧等娱乐场所，助推品牌精准辐射更多目标消费人群，知名度进一步攀升。

　　成为第一难，守住第一更难。在即饮咖啡这条赛道上，罗伯克用销量证明实力，用口碑沉淀价值，用渠道构建壁垒，争做国产即饮咖啡品牌的领头羊。无论你是追求高效提神的职场人，还是第一次尝试即饮咖啡的学生，罗伯克都希望成为你那瓶“刚刚好”的理想咖啡。

As we focus on the three core dimensions of sales data, consumer reputation, and channel penetration, a name gradually emerges - Robock. By adhering to the principle of "high-quality and affordable coffee", Robock has not only achieved a leap from "optional" to "preferred", but also firmly held the top spot in domestic bottled coffee.

Top Sales: Defining 'First Domestic Coffee' by Performance

To become the industry leader, the sales data of Robock Coffee is the most direct passport: annual growth of 28%, annual sales of 1.2 billion, and daily sales exceeding 10000 bottles.

According to relevant data, the annual sales volume of Robock Coffee will reach 1.2 billion yuan in 2025, a year-on-year increase of 28%; After landing in Tiktok Mall in July, Lubbock's mellow latte dominated the list of ready to drink coffee for 9 consecutive days, with the peak sales volume exceeding 10000 bottles per day. The core single product with a large capacity of 410ml is only sold for about 6 yuan, which is much cheaper than takeaway coffee and nearly half the quantity of Nestle's same specification. In the well-known food website Foodtalks' South China ready to drink coffee bestseller list, Robock has been consistently ranked in the top 2, forming a tight competition with Nestle in sales. Relying on the production capacity of 1.3 million tons per year of Yetai Group, Robock is evolving from a flagship brand in the South China region to a leading ready to drink coffee brand with a nationwide layout.

Word of mouth is king: from "making do with drinking" to "identifying and buying"

In the beverage market, the key to a brand's survival and longevity lies in repeat purchases. Robeck's overall average repurchase rate is over 70% - which means that for every 10 people who have bought before, 7 will come back to buy again.

The secret actually lies in the taste that is tailored specifically for the Chinese stomach. Robock coffee uses Arabica coffee, paired with high-quality milk sources, and deeply removes bitterness and sourness through Italian latte technology, achieving a breakthrough of "0 bitterness and 0 astringency", which is more in line with the taste preferences of Chinese people. The entrance is wrapped in a rich milk aroma and smooth coffee base, which makes consumers who are afraid of bitterness and sourness fall in love with it with just one bite. As many consumers have said, "From childhood to adulthood, the familiar taste has persisted for over a decade

The unique taste and flavor have made Robock coffee an "optional" beverage for Chinese people and a must-have "first choice" for more and more people in their daily lives.

Channel cultivation: capillary level terminal coverage

The value of "first" lies not only in sales figures, but also in the convenience that consumers can easily reach. Robeck has covered mainstream convenience stores, supermarkets, and special channels in over 30 provinces, municipalities, and autonomous regions across the country, with over a million terminal outlets, ranking among the top domestic ready to drink coffee brands.

In addition, in the South China market, the advertising coverage of Robock can be described as "screen high": famous brands, bus bodies, and subway and high-speed rail hubs can be seen everywhere on multiple highways across the country, while also penetrating into the billiards rooms that young people prefer KTV、 Internet cafes and other entertainment venues help brands accurately reach more target consumer groups, further increasing their popularity.

Becoming the first difficulty, holding onto the first is even more difficult. In the field of ready to drink coffee, Robock proves its strength through sales, accumulates value through reputation, builds barriers through channels, and strives to be the leader of domestic ready to drink coffee brands. Whether you are a professional who pursues efficiency and alertness, or a student who is trying ready to drink coffee for the first time, Robeck hopes to be your "just right" ideal coffee.

(Editor in Chief: Zhang Kai)