According to media reports, at the 2015 Sales Working Conference held by Wahaha Group, Zong Qinghou admitted to dealers that 2014 was the worst sales performance in recent years, and the overall sales fell by 7%.Elastic
Dealer, how to choose beverage products in 2015?
According to media reports, at the 2015 Sales Working Conference held by Wahaha Group, Zong Qinghou admitted to dealers that 2014 was the worst sales performance in recent years, and the overall sales fell by 7%.At the same time, Master Kang announced that its beverage business sector fell year -on -year in the third quarter of this year, with a decline of 19.95%.According to statistics, Master Kangs instant noodle turnover has been growing year -on -year since 2010. The momentum of the third quarter of this year has been transferred, and the first year -on -year decline in five years has occurred.According to a unified insider, in 2015, unification will focus on the growth of quality sales, and abandon some of the growth and expansion of some non -profit business.
Since 2001, in 13 years, my countrys beverage market has maintained double -digit growth.However, in 2013, the high growth of the beverage industry slowed down significantly. Data showed that the Chinese beverage industry increased by 13.61%year -on -year in 2013.Although the results are still available, the increase has decreased compared to previous years.In 2014, the beverage industry faced a more severe situation. The industry used the "small years" of the beverage industry in 2014, and the market performance can be imagined.In 2014, the beverage market was a small year. In addition to the decline in industry leading enterprises, it was mainly caused by severe economic and consumption forms. In addition, the number of rainwater weather in the summer of 2014 caused a bad market market.In such a change environment, what will happen to the development trend of the Chinese beverage market in 2015? What kind of product distribution and production should dealers and manufacturers choose? We can roughly systematically analyze from the following aspects.
Specifications: There will be more and more small specifications products, especially the 200-300ml aluminum tank market
After these years of rapid development, the beverage industry has precipitated a lot of classic products and brands. In terms of packaging specifications, it mainly uses about 500ml PET packaging, 1L of 1L to share products, and is about 310ml of jar products.There are also some specifications and different materials with different materials, which fills the gap in the market.
For the choice of packaging specifications, many companies are determined according to the specifications of others.The packaging strategy is one of the important part of the corporate product strategy. At that time, Wang Laoji mainly made 310ml of easy -to -pull cans, and He Qizheng made a difference with the 600ml specifications, and quickly occupied a part of the market.Continue to use large cans now, in fact, I also hope to form differences in packaging.
However, from the perspective of the trend of the development of the whole beverage, the future development of Chinese beverages will be small, mainly because consumers are excessive from pursuing food and clothing -type consumption to quality consumption, especially for urban consumer groups, small and beautiful products will become moreCome and win their attention.Taking the 500ml specification as the upper limit, most of the newly launched products on the market currently have less than 500ml.What is satisfied is more and more quality consumers, which is easier to express the quality and value of the brand.
The mainstream products include Nestlé coffee, unified milk tea, etc., which have become a small and beautiful landscape in the market.The price of the product is not low, and the loyalty of consumers is also very high.In terms of shape, small -specified aluminum cans will be a direction of product development, such as Citibanicon drinks.
Treatment: Light taste beverage prospects, especially light functional beverage markets
There are many tastes in the beverage market. It mainly depends on the category and content of the product. The juice is sweet and thick, the green tea is relatively fresh and refreshing, the cola is refreshing, her herbal tea has a rich plant protein drink, coffee is smooth and mellow ...… The growth of each type of product is based on its taste. Why should the taste highlight because the quality of beverage sales depends to the taste of the product.
From the current hot -selling products in the market, vitamin beverages represented by the pulsating pulse are actually a light -flavored product. In a strict sense, it is a mineral water with vitamin flavors.The juice is as greasy and functionalized, which has driven the market with a pulse of 10 billion in a few years.Without the differentiation of this taste, it is difficult to start such a huge market size without the functional demand of the blue hat.This kind of light -flavored and light -functional beverages have gradually become an important force under the driving pulsation, and there is a big momentum of teaching herbal tea and plant protein drinks.
In addition to pulsating, Coca -Cola also launched its own water -moving products, and Unification launched the sea -saying product. Many companies have successfully launched light -flavored products such as lemon flavor and mint flavors in 2014. The market has succeeded.It is expected that in 2015, light -flavored light functional beverages will continue to maintain high -speed growth.This meets the demands of people buying and quenching thirst in the summer, and satisfying young peoples pursuit of rich taste.
Category: Small category beverage excuses have great potential, especially bacteria and coriander markets
At present, the large Chinese beverage sectors are mainly carbonated, fruit juice, plant protein beverages, tea beverages, dairy beverages, grass drinks and other large sections.Huiyuan is unique, and the others are small grass.The herbal tea beverage market is two major tigers of Wang Laoji and Jiaduobao, and there are basically no opportunities.The tea beverage market is fighting with Master Kang and the unity, and other companies have no chance.The dairy beverage market Wahaha is a single branch, and other brands are not good at it. Six walnuts, dew and coconut island of plant protein drinks stand up, occupying their respective category markets, and other companies can only guerrilla warfare.There are not many pure land for Chinese beverage companies to grow, and the incandescent of category competition makes the market separation into the market.
In the face of such a distinctive competition pattern, it is very difficult for companies to break through.If Chinese drinks want to maintain high -speed growth, there must be a breakthrough to connect to the great development of walnuts. So what categories are there at present?Gold space is huge. Under the market of big trends and large categories, small categories are the highlands of the current market nugget.In 2015, small category special beverages will have a lot of room for development, because large brands have grown weak and large category growth is weak, so small and beautiful characteristics of small category specialty beverages will be more prominent.For example, since 2013, the Sanada Royal Beverage broke out from the entire beverage market and became a representative of lung beverages in the PM2.5 era. It has gained market attention and sought after, and the future prospects are inevitable.From the perspective of raw materials, in the future in the Chinese small category beverage market, the edible fungus beverage market will make a brand breakout.Edible bacteria used the hot sales of Zhongjing shi mushroom sauce and Jiangzhong monkey aunt biscuits, laying a cognitive space for edible fungus beverages.The polysaccharides in edible fungi are the raw materials of more expensive pharmaceutical products, so there is huge room for development in the future.In 2015, the launch of the monkey aunt drink in Jiangzhong was the beginning.
Price: The retail price of 4-5 yuan will be consolidated, especially the 4 yuan price market
The Chinese beverage market has developed from the era of 2 yuan to 3 yuan. At present, the price of 2 yuan has been dominated by carbonated beverages and tea beverages, and products of 3 yuan are occupied by fruit juice and various plant beverages.The impact of the continuous growth of labor costs, the current price market is advancing towards a price of 4 yuan.More and more products will fight at a price of 4 yuan, and bottle drinks will compete around the price of 4 yuan in the future.
It is foreseeable that after entering 2015, the development and birth of various new beverages will be priced between 4-5 yuan. Otherwise, there is no room for operation and development at all, and the advantages of market competition will not be formed. New products are in scale in scale.When insufficient, you can only obtain space for survival through the value war, otherwise the price war will only make himself a victim of the big brand price meat grinding machine.In fact, marketing is also the two major strategies of value and price. The choice of value or price is determined by the companys strategy and resources. It is not to be determined for granted.
For example, the retail price of the Sanada Royal Beverages entering the market is to position 4 yuan, and uniform milk tea is more expensive. In the future, there will be no value in market competition, which will be eliminated.China, which enters the mature consumer market, the choice of value is the most critical.Price killing is no longer the need for Chinese companies in the brand era. Value fighting is the soul station of the future market.
Therefore, from the current Chinese beverage market, the decline in traditional carbonate is irreversible, and it is difficult to form a trendy trend in a unique protein drink. As a traditional plant drink, Herbal tea has no chance at all.Tea drinks need to maintain its growth through brand and product innovation.In the future, the high -speed growth of Chinese beverages will be transformed by relying on value competition. Only innovation can achieve unlimited possibilities.
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