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Market visits:
"Tea drink" seeks to enhance the concept
In a non-staple food store in Chaoyang District, Beijing, the young man who came to buy water from the owner, Yuan Sister, tried to recommend Coca-Cola's newest tea drink in the mainland in March. The original concept of “leaf tea made from 100% real tea†is original leaf tea. The use of Jackie Chan and Fang Zuming’s generous endorsements made people feel that the Coca-Cola Company was attacking heavily and trying to break a new path in the tea beverage market.
"The price is a lot lower than Kangshifu and unified tea drinks, but the sales are still not as good as these old brands." Yuan sister said.
The sales from the Beijing Carrefour Zhongguancun store also showed that the original leaf tea had been repeatedly promoted since it was listed, and the market has opened up, but it has never surpassed Master Kong and the unified green tea and black tea series. Manager Zhang Jintang of Starlight Supermarket expressed his opinion on this: “Tea drinks have been normalized. Almost every brand has a tea beverage series. At present, several old brands in the tea beverage market are well-established. For new products, everyone Just hold the attitude of trying."
According to the survey data from ACNielsen, currently in the domestic tea beverages, Master Kong and the unified points are in the first and second positions. The tea beverage products of the two companies have occupied more than 70% of the market share. In the face of such a market situation, Coca-Cola Company still makes great efforts to enter the market again, which is probably based on the consideration of the enormous potential of the Chinese market. Some experts predict that in 2008, the domestic tea beverage market will have a total sales volume of 997 million TEUs, and the total amount will exceed RMB 40 billion. In addition, the carbonated beverages in the world have seen a sharp "fever" in recent years. It is an inevitable trend that tea drinks are among the “beverage bossesâ€.
"Market News" reporter visited several major supermarkets in Beijing and discovered that this year's tea drinks are still fiercely competitive and there are many new product introductions. Master Kong's latest launch of Jasmine honey tea, Yanjing "Kowloon Jazz" introduced a small capacity hardcover, Chinese Medicine Association developed a blue tea called the plate. In addition, the tea brand is the world's first original liquid tea filling drink “Songhuang†Puerh tea series beverage and “Suihuang†Pu'er senior teabag tea, which is the first time the tea drink family emerged. Pu'er tea. Experts believe that in the current situation, products must be more detailed and their positioning more clear in order to make breakthroughs.
Facing the concept of “Original Leaf Tea†proposed by Coca-Cola, people in the industry believe that this is an improvement of the concept. Currently, some tea beverages on the market are relatively more concerned with taste, thirst-quenching, lack of awareness of health care and nutrition, and the main concept is unclear. Manufacturers should dare to be good at saying the true meaning of tea beverages and push the market into a new stage of development.
Price wars:
Start with an implicit "thin"
In April, fans of the farmer's orchard discovered that some of the new drinks on the farmer's orchard had been packaged in new packaging. Although the price remained unchanged, the net content had shrunk. After decrementing the farmer's orchard, the net content was reduced from 600 ml to 500 ml, which is “leaner and shorter†than before. In addition to the farmer orchards, the new bottles with lots of oranges also became “deeply embossedâ€. The bucket waist became a “small waist†and the weight was reduced by 50 milliliters.
Beijing University student Xiaofan said to the “Market News†reporter that she likes to drink fruit juice and drink almost every day. This year she discovered that many fruit juice packages have changed. “It’s just a matter of branding new products to market. It actually makes packing smaller. In addition to bottled beverages, some bags of beverages have also been added to the "thin" category, such as Lipton bags of instant milk tea from a box of 12 bags to 10 bags, the price still maintains 11.5 yuan.
This year, the rise in the cost of raw materials, packaging, and transportation has indeed brought pressure to the beverage industry. At the beginning of the year, some beverage makers also raised prices slightly. In some supermarkets in Beijing, the price of some tea drinks has risen by RMB 0.1 to RMB 0.4. Master Kong's sugar-free jasmine tea was raised by 0.3 yuan, and Master Kong's black tea and green tea were also raised by 0.1 yuan. Pepsi has raised the ex-factory price of the product, but the increase is not too large. For example, the 355 ml 24 cans of Coke were adjusted from the original 39 yuan/carton to 40.50 yuan, and the 2 liters of 6 bottles of Coke rose by 1 yuan to 29.50 yuan. Yuan, with an average increase of 3% to 4%.
“Now the price has stabilized, and it should not increase prices anymore. Summer promotions also make prices drop a lot.†The person in charge of the Luban store at Tiankelong Supermarket told the reporter. "Market News" reporter found that since entering in June, price cuts have indeed swept the major supermarkets, Suntory Ice Oolong Tea launched to buy a second bottle that is playing 50% off activities, Coca-Cola original leaf tea 480ml, Kangshifu ice tea, iced green tea 490ml For only 2.0 yuan, unified green tea 520ml price of 2.1 yuan, while the unified orange more than 450ml only sell 1.99 yuan, peaches and grapes more than 450ml even fell to 2.25 yuan from 2.7 yuan, Huiyuan juice is taken to add 500ml means .
In addition, each beverage manufacturer is still making a big fuss about its functionality. Apart from satisfying the basic functions of quenching thirst, "green", "healthy" and "not getting angry" have become the focus of many beverage promotions. In addition to the old-style herbal tea “Wanglaoji†and Shaxi herbal tea in Guangdong Province, a number of tea beverage manufacturers have also launched a series of herbal teas, and added herbal ingredients to reduce the risk of fire fighting. very obvious. The reporter learned that with the changes in consumer tastes and the growing awareness of health, many people have begun to worry that long-term consumption of carbonated drinks will lead to fat, bone calcium loss, damage to teeth and other issues.
The Olympic Games will reach:
Local sports drinks tested
Pepsi's "Gatorade", Japan's "Pore Mine", Nongfu Spring, "Water-soluble C100", Robust's "Pulse", Suntory's "Vitality", Wahaha's "Activation", and Nongfu Spring Called, "big energy," "body drink" ... ... the east wind of the Olympic Games so that the sports drinks on the shelves of supermarkets are growing stronger and better.
"The sales of sports drinks have been improving. This year is the Olympic year and it is expected that there will be no small breakthrough." The person in charge of the Luban store of Tiankelong supermarket introduced. The introduction of sports drinks in China attributed to the "two music". In recent years, with the shaken status of the boss of carbonated beverages, changes in people's consumption habits and the introduction of new products for sports drinks, the sales prospects of sports drinks are becoming increasingly clear.
Reporters also found in major supermarket visits, although the sales situation is promising, but this year, local brands do not seem to have new products. "Sports drinks are a type of functional beverage, and its research and development needs to invest more time and energy, and it is not immediately available for launch." explained Zhang Jintang, assistant manager of Star Supermarket. Indeed, after Robust’s “pulse†set off a turbulent surge in 2004, the local brands “activatedâ€, “he and she†water, and “scream†followed closely, but it was only one year later. Because of the lack of preparation and the lack of preparations, only Robust's “pulseâ€, which is completely controlled by the international beverage giants, is full of stamina. Domestic brands are worthy of reflection on product positioning and marketing strategies. In the face of the Olympic opportunity, international brands have begun a new round of market seizures. Last year, Gatorade's domestic marketing was in full swing and profitable; after the well-known Japanese beverage brand Baoli Lishui earned a pour in the South China market last year, it began to enter the East China market this year. In this regard, domestic domestic brands want to gain something in the sports brand market, I am afraid we still have to work hard.
According to relevant experts of the China Beverage Association, functional beverages are the most commonly used formulation in the world. China's beverage management now calls them "special-purpose beverages." There is currently no unified new standard for "sports drinks." Experts have called for meeting international standards as soon as possible to boost local brands' growth as soon as possible.
At present, carbonated drinks, tea drinks, bottled water, fruit juice drinks, herbal tea, and functional beverages have all been divided into spheres of influence. “Two Musics†and Unification, Master Kong occupy the top four, and the next “spot†non-exercise. Drinks are none other than whether local brands can seize the opportunity of the Olympic Games to achieve "sprint" is also full of suspense. In the United States, sports drinks have accounted for 48% of all annual soft drinks; in China, only 4%, and such a huge market potential is waiting for a smoke-filled killing.
Prospects for the development of beverage market this summer
The summer of Beijing this year seems to be not as hot as it used to be in previous years, but the marketing season for the beverage market is still on schedule. Although it was not as expected, it would be fiercely anomalous due to the participation of the Olympic Games. However, the launch of new concept beverages, the ups and downs of price wars, and the warming of sports drinks have made this summer's beverage market quite interesting.