多种包装规格全面覆盖多频次消费，助力渠道伙伴解锁新增量。
作为智利领先的鲜果出口商之一，Copefrut 全新推出面向下一代消费者的车厘子品牌 RedBeats。在中国市场，该品牌将以本土化中文名 「虹波点」 登场——一个富有节奏感、律动感与年轻能量的名字，传递品牌核心主张：「Cherry Vibes Only 你的车厘子，节奏刚刚好」。
Copefrut, one of Chile’s leading fresh fruit exporters, has introduced RedBeats, a new brand created to capture the next generation of consumers. In China, the brand will launch under the localized name “虹波点” (Hong Bo Dian), a playful and rhythmic identity inspired by music, movement, and energy. The name captures the brand’s core message: “Cherry Vibes Only.”
与传统车厘子更偏节庆、礼赠的消费心智不同，RedBeats 虹波点把增长重点放在“让车厘子成为日常”这一新机会点。品牌推出120g、240g、360g、1kg、2.5kg五大规格，直击行业长期存在的增长瓶颈：过去中国市场车厘子主要依赖2.5kg大礼盒，高客单价限制了消费者更高频的购买。
The brand represents a strategic bet on a different growth opportunity: making cherries an everyday purchase rather than a once-per-season gift. RedBeats will be available in five formats—120g, 240g, 360g, 1kg, and 2.5kg—directly addressing a market constraint that has limited category growth. Cherries in China have traditionally been sold primarily in large 2.5kg gift boxes priced for special occasions, creating a barrier to frequent consumption.
Copefrut 销售经理 Andres Nawrath 表示：“我们希望为消费者提供更多不同价格带、不同场景的选择。120g适合个人随手即食，360g更适合家庭共享，2.5kg依然可以满足礼赠需求——所有需求都能在一个品牌下完成，多样化的选择能够真正驱动购买频次的提升。”
“We’re giving consumers choice at different price points and usage occasions,” said Andres Nawrath, Sales Manager at Copefrut.”A 120g pack for personal snacking, a 360g format for families, a 2.5kg box for gifting, all under one brand. Choice and accessibility drive frequency.”
RedBeats 虹波点以活力、音乐元素和年轻视觉为核心，旨在让车厘子变得更轻松、好玩、有亲和力，贴合 Z 世代与年轻家庭对“方便、轻松获得的品质感”的消费偏好，而非传统的正式礼赠情境。
The brand’s vibrant, music-inspired identity is designed to make cherries feel more approachable and fun for Gen Z and young millennials who prioritize convenience and accessible quality over formal gifting occasions.
对于零售及批发渠道而言，RedBeats 虹波点的定位非常清晰：在 Copefrut 高端主线产品继续满足节庆礼赠高价值市场的同时，RedBeats 虹波点通过多规格与日常化场景，为渠道伙伴带来新增量与更高的周转频率。多规格组合能够同时覆盖旺季高峰与整个产季的持续动销，使车厘子从“一季一买”真正走向“高频复购品类”。
For retailers, the proposition is straightforward: while Copefrut’s flagship line continues to serve high-value festive demand, RedBeats creates incremental revenue by unlocking new purchase occasions throughout the season. The multi-format approach allows trade partners to capture both premium seasonal sales and sustained volume through higher basket frequency, turning cherries from a once-per-customer category into a repeat purchase opportunity.
