Xiangpiaopiao
From trial user to strategic partner — a 3-phase adoption journey
The Challenge
Xiangpiaopiao, the leading brand in China's instant beverage market, faced two systemic problems as consumer preferences shifted and competition intensified. Data across the brand, e-commerce, and product departments was fragmented -- scattered among manual web scraping, third-party operator reports, and inconsistent tools with misaligned metrics. There was no single source of market truth.
Analysis was slow and manual. As one brand department employee described it, "our e-commerce listening previously involved manually sifting through reviews." When leadership requested ad-hoc analyses -- such as evaluating opportunities in strip-packaged instant beverages or sizing the brown sugar ginger tea market -- teams worked overtime processing massive datasets by hand.
The MooJing Solution
Xiangpiaopiao adopted MooJing's Analytics+ as a unified data platform across its brand, product, e-commerce, and market research departments. What began as an emergency trial account for the e-commerce team to research a lemon concentrate product quickly expanded as internal word-of-mouth spread, prompting a company-wide consolidated procurement.
With Analytics+ embedded in daily workflows, the brand department used multi-platform, multi-year segment data to evaluate new category opportunities. The e-commerce department used competitor tracking to benchmark against emerging brands like Lemon Republic. MooJing's role expanded beyond tooling into strategic partnership, providing analytical frameworks, industry trend reports, and joint content initiatives.
The Results
Market research timelines compressed from weeks or months to hours or days. Complex requests that previously required urgent overtime could be answered through self-service queries on the unified platform.
Cross-departmental alignment improved measurably as brand, product, e-commerce, and market research teams operated from the same data platform with shared metrics, eliminating internal data conflicts. When the annual contract approached expiration, every department independently advocated for renewal, and the market research department formalized data procurement as a long-term, standardized process -- a signal that MooJing had become core operational infrastructure.
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