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  "documentTitle": "Oatly Group AB (OTLY)",
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      "kind": "callout",
      "text": "Fact: Oatly gained limited traction in China in 2011-2013 under the effort of founder Oste. In addition, its story about how it entered the market in 2018 first through coffee and tea shops is not accurate according to a statement from its China President. While Oatly claims great success through ecommerce in China, in the U.S. it doesn't appear to have nearly the same traction or success with Amazon, which is not a material customer.",
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      "text": "Fact: Oatly gained limited traction in China in 2011-2013 under the effort of founder Oste. In addition, its story about how it entered the market in 2018 first through coffee and tea shops is not accurate according to a statement from its China President.",
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      "text": "LinkedIn profile snippet for Bjorn Oste.",
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      "text": "Oatly First Entered China In 2011-2013 With Founder Oste But Doesn't Appear To Have Had Success",
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      "text": "Its President Says Something Different, Supermarkets",
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      "text": "Oatly's Prospectus Says China's First Focus Was Specialty Shops",
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      "text": "Oatly is claiming 2020 sales growth of 450% in China, and substantial ecommerce success with 21% of sales through the channel. However, it doesn't say that it failed earlier in its China ambitions, and that it has made conflicting statements about how it succeeded this time around.",
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      "kind": "quote",
      "text": "In 2018, we entered China, focusing again on penetrating specialty coffee and tea shops and quickly generating a powerful brand resonance with consumers.",
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      "text": "Zhang Chun, who was in charge of introducing Oatly into China, recalled with emotion that when it entered the Chinese market in 2018, Oatly first entered Ole, a high-end boutique supermarket owned by China Resources, but \"basically no one was interested in it.\"",
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      "text": "\"In 2018, we entered China, focusing again on penetrating specialty coffee and tea shops and quickly generating a powerful brand resonance with consumers. We have since used premier foodservice partnerships to rapidly expand across the broader Asian region and facilitate market education for consuming plant-based milks as alternatives to dairy products, particularly with coffee and tea.\" — Oatly IPO prospectus, p. 5; \"Zhang Chun, who was in charge of introducing Oatly into China, recalled with emotion that when it entered the Chinese market in 2018, Oatly first entered Ole, a high-end boutique supermarket owned by China Resources, but \"basically no one was interested in it.\"\" — China Food Press, Sept 27, 2020",
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      "text": "Sales per market table showing 2012-2013 figures for Sweden, Nordic countries, Europe, and Rest of the world.",
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