4 thoughts on “A newly listed drink, how to open the market on the premise of the smallest cost.”
Christy
Hi. The basic processes of all marketing work are: analysis -plan -execution -control.
You must first understand all aspects of this industry, this product, including environment, competitors, consumer psychology, channels, terminals, and so on.
The materials are provided for your reference. I wish you success.
Catalog
The first part: industrial environment and industrial policy Chapter 1 The industrial environment analysis of the beverage industry … … 2 The Chapter 2 Analysis of the Industrial Policy of the Beverage Industry ………………………………………………………………………… second part: overall development status of the industry Chapter 3 Analysis of the overall development status of the beverage industry ……………………………………… Chapter 4 The analysis of the consumer structure of the beverage industry ……………………………………………………………… 4 third Part: analysis of the market status of the industry The Chapter 5 Analysis of the Team Industry Competition ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… 6 . The overall competition situation of the industry two two Analysis of regional market competition situation . Leading enterprise competition situation analysis Chapter 6 Analysis of new product development status of beverage industry … Part: Forecast of the beverage industry Chapter 7 The Development Trend of the Beverage Industry Forecast ………………………………………………………………………………….
. The development trend of functional beverages is better The drinking of beverages to this day, its variety is extremely complicated. Consumers’ consumption habits gradually converge. People are increasingly concerned about health and environment, and do not like drinks with high sugar and additives. Health -care beverages have attracted more and more attention. Health care is a hot topic in recent years. How to achieve health care effects through diet has always been a topic that consumers and beverage manufacturers attach great importance to. In developed countries, especially developed countries in Europe and the United States, they are constantly launching functional beverages. This kind of drink is no longer limited to the category of nutrition, and even expands to the field of disease prevention and disease. According to information, in the United States, almost all beverage manufacturers are developing and producing functional beverages, and even Coca -Cola, which has the first brand in the world, is no exception.
. The focus of world beverage production and sales turned to Asia. In Asia, China is the “top priority”. Expand the market and then radiate the entire Asia.
. The change in consumer price of residents The changes in consumer price of residents is a barometer for judging the operating status of the national economy. It is an important basis for introducing different macroeconomic policies. In 2004, under the premise that the country did a good job of macro -control and stability, the consumer price index of my country’s residents basically played an important role in changes in food consumption prices. The rise in consumer prices of residents was mainly caused by significantly increased food consumption prices; urban and rural residents in the first half of the year Food consumption prices have risen, and consumer prices of residents have risen; after entering September, the consumer prices of urban and rural residents have decreased steadily, and the consumer price index fell. Residents’ expected consumption is optimistic, which has led to the development of the domestic beverage market.
It Chapter 2 The Industrial Policy Analysis of the Beverage Industry
. “The Rules of Pre -packaging Food Tags” will be released October 1, 2005, and the state will officially implement it. New food label packaging regulations. At that time, the practice of not explicitly indicated the ingredients of additives on the packaging will be regarded as illegal, and the beverage will be judged unqualified due to unqualified identification. The two food label standards of the State Inspection and Quarantine Administration and the Standardized Management Committee and the “General Property Rules of Pre -Incubation Food Tags” and “Pre -packaged Special Catering Food Labels” will replace the current 1994 version of “Common Standards for Food Tags” and the “General Standards for Food Tags” and 1992 Edition of the National Standards for Special Nutrition Food Tags. Depending on the standard, the name of the beverage must be selected from the name of the validity of the validity stipulated in the national standard or industry standard; if there is no standard specification, the common name for consumers cannot be misunderstood or confused; even if it is marked ” The new creation name “and” peculiar name “should also be marked with the name specified in the neighboring part. Experts also emphasize that the product name must be labeled in the eye -catching position of the beverage label, and the dedicated name of the real attributes of the beverage and the strange name and real attribute name must be used, such as the “orange juice” and “drink” in “orange juice drinks”, all of which are all. The same number must be used. The Sugar and Wine News Analysis Center believes that at present, Chinese juice drinks are still in the stage of primary development, and per capita consumption is very low. Industry associations also need to work more in food safety and standards to promote the development of the industry. This year’s national certification and recognition n The supervision and management committee listed the beverage industry as a key industry that promotes the HACCP (food safety control system) certification. In the evaluation of the Chinese famous brand in the juice beverage this year, HACCP management is also clearly listed as the necessary condition for the necessary condition. Essence It can be seen that the country currently attaches increasing importance to the safety of the beverage industry. Even so, some application companies have only been temporarily supplemented in the process of implementing HACCP management, which shows that enterprises do not pay enough attention to them. Therefore, further strengthening management in food safety and standards is very urgent.
. “Polyester (PET) Carbonated Beverage Bottle” (Modified Version) was implemented at At the National Plastic Products Standardization Technical Committee held in Zhuhai in October “Beverage Bottle” (modified version) passed expert review. PET containers have become widely used packaging materials and containers in various countries. Applications in food, daily necessities, industrial supplies, agricultural supplies packaging, etc. are becoming more and more extensive, especially in drinking in beverage packaging. The implementation of the “polyester (PET) carbonated beverage bottle” (modified version) will help the industry’s standardized production of such products, and it will also be conducive to supervision and inspection of quality and technical quality in relevant state departments. Thenan and wine news analysis center believes that the food market access system is the first to be implemented in several industries such as beverages. Once the market access system is implemented to a large extent standardized beverage industry and market, it will play a positive role in improving the overall level and technology of the beverage industry and ensuring product quality and quality.
It Chapter 3 Analysis of the overall development status of the beverage industry
In the first quarter of 2004, the production and sales of the beverage industry were booming, and sales revenue, profits and taxes were compared to the same period last year. Grow up significantly. The SARS in 2003 made people recognize the importance of physical health. Functional drinks were accepted by more people and showed rapid development. In 2004, the development of my country’s functional beverage market continued to accelerate. The main brands of my country’s functional beverages are concentrated in the same target market competition, and product positioning and promotion methods are the same. In the second quarter, the number of enterprise units in the beverage industry was growing, from 900 in February to 923 in June. The beverage industry products continued to maintain a high -speed growth momentum since the end of the last year. Compared with the same period of the previous year, the monthly products increased by more than 30%(of which in April was close to 30%), of which up to 41.98%in June. Although the growth rate of cumulative product sales revenue in the beverage industry is lower than the increase in finished products, it has also increased significantly over the same period last year. In the first half of the year, the cumulative product sales revenue of the beverage industry was 46,787.817 million yuan, an increase of 24.35%over the same period last year. In the second quarter, the carbonated beverage industry products increased significantly over the same period of the previous year, and the increase in April to June was 11.69%, 27.49%, and 74.18%. Bottle (can) water manufacturing products increased significantly over the same period of the previous year, and the increase in April to June was 42.43%, 38.11%, and 57.86%, respectively. At the same time, the cumulative product sales revenue of bottles (can) drinking water manufacturing industry has also increased significantly over the same period last year. In the first three quarters of 2004, the soft beverage manufacturing industry and the finished products, sales revenue, total profit and tax in various sub -industries increased significantly compared with the same period of the previous year. However, there are still more companies in the industry, and the losses of losses and losses and companies have increased from the end of the previous year. As the urban market tends to be saturated, the rural market will become the focus of competition for various beverage companies. In the third quarter, foreign brands entered the barrel water to make the barrel water market competition. The fourth quarter of 2004, the off -season of the beverage industry, but there are still many drinks with functional selling points welcomed by consumers. The sales of juice drinks are good.
Chapter 4 The Consumption Structure Analysis of the Beverage Industry
If my country’s beverage industry continues to maintain rapid growth and enters the era of comprehensive competition. Fight in the field. It is foreseeable that the future development of the Chinese beverage market is very large, and the competition in the future will be more intense. If you want to stand firmly in new beverages, you must start with the functional differentiation of the product or the emotional differentiation of the product to find the blind spots of the market. In the consumer group of refined products, open up its own market.
. Functional beverages In 2004, the industry was called functional drinking year. The “pulsating” fire opened the market gap of functional beverages, making many manufacturers that maintain high market sensitivity to follow the trend in the shortest time. So as the peak season in 2004 has not been fully launched, Wahaha’s “activation”, Huiyuan’s “him her-“, “screaming” of the Yangli Hall, Master Kang’s “Running X” and other functional drinks were born one by one. Essence In the media, advertising bombed in turns; on the ground, seizing the distribution channels … The golden positions of beverage sales everywhere in various regions were monopolized by functional beverages. The tea drinks and juice drinks that once called the king were squeezed into the corner. At the same time, the hot sales of functional beverages have brought high prices, ranging from 2.5 yuan to 5 yuan, and no one is the first to reduce prices during the half -year sales period. At the same time, foreign beverage giants also regarded functional beverages as fragrant, scrambling to enter the Chinese functional beverage market, such as Jiachale from the United States, Libao Jian from Japan. Pepsi and Coca -Cola also expressed their optimistic about China’s functional beverage market. The third quarter, functional beverages gradually showed their deficiencies. The manufacturers have played a “price reduction” card, but with the appearance of Wang Laoji, the functional beverage market has a new turnaround. Products such as “pulse and activation” are mainly through weakening the basic functions, enriching the value of the product, and proposing the concept of fashion functional beverages. However, after Wang Laoji appeared, the consumption of functional beverages developed into an era of “with functional benefits and high satisfaction with satisfaction”. The era of anti -fatigue “functional beverages extended to avoid the dull destiny after the popularity of fashionable beverages. The future beverage market must be a diverse coexistence market. Supplementing nutritional components such as vitamins in beverages is widely loved by consumers. At the same time, the upgrading of functional beverage consumption concepts is the general trend. Its development direction deserves our attention.
. The juice drink With the improvement of residents’ income level, the continuous growth of beverage production and consumption is possible. The most fundamental factor for a category is to be favored by consumers. The “natural, healthy, and returning nature” of juice drink meets consumers’ demand for natural, nutritious, low sugar, and healthy beverages, so its consumption is long -lasting. With the rapid development of the beverage industry, my country’s juice industry has made great progress. At present, my country is the world’s largest juice producer and the third largest juice consumer in the United States and Germany. Due to the low labor cost of my country, my country’s apple juice has a competitive advantage in the international market. With the continuous exit of high -cost producers, my country’s apple juice has become more prominent in the international market, and the trend of the world’s concentrated apple juice production center has become more obvious. This will drive the further development of the domestic fruit juice industry. The introduction of the PET packaging product of 100%pure fruit juice in Huiyuan Family also shows that it is optimistic that the concentrated fruit juice can not only stabilize its position under the impact of the new mainstream, but also have the advantage of the four quarters of consumption. However, the quality of raw materials needs to be improved, the serious “pesticide residue” problem, and the phenomenon of disorderly competition are important factors that currently restrict the development of the juice industry. It is worth thinking about manufacturers in the juice industry. The market research shows that consumers value brand factors when buying juice, but brand loyalty is low. The probability of drinking only one type of brand drink for a period of time was less than 10%. Therefore, it is important to educate and cultivate my country’s juice beverage market. However, it is still possible to predict that people’s consumption levels have increased year by year, considerable return on investment, and stable sales growth are the original driving force for the capital to point to the juice beverage market. The development potential of fruit juice beverages is still huge.
. Tea drinks In 2003, mixing fruit juice and gratitude juice are the highlights of the beverage industry; in 2004, functional beverages were exerted. Although tea drinks have played a “supporting role” in the past two years, they have maintained a rapid growth rate. At present, the competition of domestic tea beverages has been increasing, and the market integration of tea beverages has been accelerated. Master Kang, who is in the leading position in the tea beverage market, joined forces with Asahi and Ito Chung in early 2004 to create beverage overlords. It was regarded by industry insiders as a signal for tea beverages. In March, Jianlibao, which officially involved in the tea beverage market, suddenly launched the three series of products of ice black tea, ice green tea, and wheat tea, to differentiate the marketing of tea beverages. Coca -Cola launched “Nestlé Bingjie Tea” in Beijing in mid -April. The entry of these beverage giants will impact the current domestic tea beverage market. Some small and medium -sized brands will be eliminated under the impact of large brands. The integration speed of the tea beverage market is accelerating. The future tea beverage market will be among giants. game. The Sugar and Wine News Analysis Center believes that there are two main reasons for active performance in the tea beverage market: First, the development space of the Chinese tea beverage market is huge. Jianlibao, Coca -Cola, Pepsi, and entering the tea beverage industry is a strong proof. Among the many beverages, the real inheritance with Chinese culture is tea beverages. It can be said that tea beverages are full of energy. Second, the 2005 tea beverage industry standard was introduced. Because the barriers to enter the tea beverage industry are currently low and the quality of products on the market is uneven, it is a top priority to improve product quality and maintain food safety. Consumers are more willing to buy well -known brands with guaranteed quality. Prior to the introduction of the standard, major tea beverage brands still stepped up the horse race and snatched the market. At the same time, it should also be seen that the domestic tea market has no market opportunities to supplement follow. Although the tea drinks still occupy a relatively stable consumption share after the mainstream hidden second line, it is difficult to reproduce at high speed growth. Wahaha The sales of Master Kang and the three major brands of unified unified brands are enough to prove this. Therefore, at this time, tea beverage manufacturers have further established their position in the product market. According to information, Kirin occupies 2/3 of Japan’s market share with sugar -free tea beverages. Therefore, in the future, the market development potential is huge in terms of sugar -free tea beverages.
. Drinking water The main disputes of the drinking water market in 2004 are concentrated in the barrel water market, north concentrated in Beijing, and South China concentrated in Guangdong. After Shenyang quickly collected 23 water stations, Coca -Cola set off a greater wave in the Beijing barrel water market in September. The current Beijing Water Market has not only hoarded water industry giants such as Wahaha, Lebai, and Nestlon, but also local brands Yanjing’s position in the market. Coca -Cola’s addition of Tianjin’s water source this time is obviously coveted to this seductive cake, and the Beijing barrel water market is inevitable. The second half of the year, Pepsi and Coca -Cola have stepped up the siege of the Guangdong Water Market, making the South China barrel water market. In November, Pepsi began to send a number of medium -sized drinking water manufacturers inviting to produce for its OEM , and planned Pepsi Pure Pure Water to go to the market before the peak season of drinking water sales in 2005. Prior to this, Coca -Cola had purchased a barrel water production line to prepare to play in Guangdong. I believe that the Guangdong drinking water market in 2005 is destined to have a fierce battle. 5. Other This in the beverage market is always dizzying. After the juice, tea, and functional beverages are hot, the drinking coffee also heats up. The launch of the unified “Yaha” coffee undoubtedly made manufacturers see new hope. “Yaha”, which has been listed for less than half a year, has heated the product rapidly with good taste and suitable price. According to information, the average coffee consumption per person in the Mainland is less than one cup per year, and the market space and potential can be seen. However, due to lack of emotional demands; insufficient market promotion; high prices and other reasons, the coffee market cannot start. That is, drinking coffee to develop, and it is important to promote coffee culture. Because for most consumers, coffee is a symbol of life. Therefore, increasing the education and communication of coffee culture is the primary problem to expand the mainland market faster.
The Chapter 5 The Competition of the beverage industry
. Analysis of the overall competition of the industry With the improvement of people’s living standards, China’s beverage industry has entered a fast fast During the development period, at the same time, the beverage industry still has huge potential. Because of this, the competition in China’s beverage industry has gradually become fierce. In 2004, the color of the beverage market terminal reached unprecedented degree, and the advertising movement almost lost the theme of the category. Tea drinks, fruit juice, two music, and functional beverages for the first time in the terminal occupation and advertising dissemination. Although the frontier of fashion is occupied by functional beverages, compared to the mainstream tea drinks from 2002 to 2003, functional drinks seem to only take advantage of concepts and momentum, and there is no impact on other categories. The mainstream of the share transitions to the average score period, and the mainstream of each stage such as bottled water, carbonated beverages, high concentration fruit juice, tea beverages, etc. gradually precipitate as the basic category.
1. Domestic brands: from mainstream guidance to pattern composition In fact, the vertical depth of the development of beverage categories is limited. The characteristics of low -tech content determine that the development of beverage categories cannot be at high speeds. Status, including emerging functional drinks. Enterprises with serious lack of category layouts will inevitably lose their driving force for growth and even encounter the aging of the brand. “Pulse” and “activation” made the two large water drink companies draw a fresh air in 2004, but failed to “evergreen” like the Wahaha brand. In the dark battle, the profit of the famous category is thinner, and the market basic share has also been weakened by the mainstream of the taste experience category and function. Even in the mainstream period, Wahaha tea drinks failed to catch up with the status of the boss of “Master Kang”, and now the “two music” has begun to invest in tea, which will inevitably make the competition more intense. 2. Foreign -funded brands: The category diversified “fierce” in the brand’s diversified Coca -Cola has accounted for about 53%of the market share in the Chinese carbonated beverage market, but it is still not satisfied. Category competition, and there are more than one opponent. “Forever Coca -Cola” does not mean “eternal cola”. Even if its brand concept spreads with the times, it cannot prevent young people from chasing more and updated taste experiences. It, Coca -Cola has long been difficult to lose. It has successively launched multi -brand pure water, Jianyi Cola, Poly Determ’s functional drinks and flesh drinks. It is planned to plan tea drinks as the focus of the next stage. At the same time, I saw that Pepsi also started to make great money to advance into the non -carbonic beverage market.
. Analysis of the regional market competition situation The sugar and wine newsletter market analysis center has long been carried out to Carrefour. , Guangzhou, Wuhan, Beijing, and Shenyang 6 cities. The results of the survey are as follows: Note: ① The principle of sampling of the product, sampling according to the number of repeated times the brand appears at different sales points.销量上升幅度,广告终端促销力度,消费者认可程度的综合评分rn ③ 表中“/”处表明在该地区未将该品牌作为取样样本rn ④ 抽样城市:成都、西安、 Six cities including Guangzhou, Wuhan, Beijing, Shenyang, etc. 1. Beijing ranking June, June, June, November November December Series Pepsi Coca -Cola Coca -Cola Mevolia Master Kang Master Coca -Cola Coca -Cola Pepsi unified fresh orange more third Coca -Cola Coca -Cola Pepsi king Laoji unified series of unified fresh orange Pepsi Cola n Data sources and finishing: sugar and wine newsletter market Analysis Center This two music, unity, and Master Kang still occupy the main market share in Beijing. Wang Laoji, as a new brand in Beijing, needs to continue to strengthen the market in the region. The most fierce competition in Beijing beverage market is the barrel water market: regional pattern market positioning The low -end in the northern area of Lebaishi Regional mid -to -high -end The low -end and low -end of Yanjing City The high -end market in some areas of Watsons
The current Beijing Water Market has not only hoarded water such as Wahaha, Lebai, and Nestle The industry giant, and the local brand Yan Jing settled in the market boss. In fact, before the Coca -Cola attacked Beijing bucket water, the food giant Nestlé had already moved. As soon as it changed its own sales, cooperated with distributors to broaden sales channels and increase retail water stations. Nestlé said that this year’s goal is to strive to achieve a major breakthrough since the drinking water market has entered the Chinese market. Faced with the challenges of competitors, the person in charge of the Beijing market also said that they must strive to grab the number of water market share in the national barrel water market. At present, Yanjing, the boss of the Beijing barrel water market, even said: “Yanjing is the choice of Beijing people. We will strive to grow at a rate of double digits every year. In the market, the price war is not meaningful. The competition between them will focus on the two aspects of brand and quality. Facing the strong strength of large brands in terms of brand and funds, small brand water companies will face will face It is a shuffle war that is in danger and has no dialogue.
2. Guangzhou ranking June, June, January, November December December Coca -Cola Coca -Cola Coca -Cola Coca -Cola Coca -Cola The 2 Backetla Plusions Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Billo n The third pulse Master Kang Master Kang Master Kang Master Kang Master Kang Master Tea Jiuhuoxun Market Analysis Center The national beverage brand in Guangzhou is shining in the situation of Coca -Cola and Tea. The situation of the first market share has not changed. Guangzhou is located in the southeast coast and is a must for domestic and foreign brands. At the same time, the herbal tea beverage market is currently huge and the potential is yet to be developed. After the traditional herbal tea league, Wang Laoji shocked the industry with a sales of 10 billion, other herbal tea brands have also made efforts to compete for the huge market of nearly 5 billion yuan in the entire herbal tea market. The share has begun to be a big competition for different channels. Deng Lao Herbal Tea: On the Guangdong market, Deng Laobai Tea has conducted effective market portfolio for different channels. In addition to relying on traditional OTC channels to achieve sales, chain stores are also used in chain stores. In the form of more than 30 large -scale real estate in Guangzhou. In the catering channel, Deng Laobai tea adopts a strategy of buying the exclusive sales right of tea drinks for key restaurants. Tactics, specially designed a complete set of operation and maintenance operation specifications, and more than ten well -known wine products such as Luzhou Laojiao, Xinghua Village, Daohua Fragrance, and Dynasties have achieved large -scale bundling promotion. Based on this, Deng Lao Lao Lao Lao Herbal tea has achieved the sharing of resources such as network, management and logistics with these brands, and its popularity and sales have gained a huge improvement in the short term. Huang Zhenlong: Huang Zhenlong Herbal tea has a large -scale chain franchise cluster in Guangdong With the unique club sales model. With the continuous expansion of Huang Zhenlong’s herbal tea, the number of chain franchise stores is close to 600. Unlike other herbal tea, it has carried out a large number of cultural and promotions by relying on the “Huang Zhenlong Herbal Tea Club”. Basically realize the sales strategy of “member composite promotion”. This member model has collected a lot of business information for Huang Zhenlong herbal tea, and also greatly played the role of members of Huang Zhenlong. Compared with the brand, Baozhilin pays more attention to the taste of setting herbal tea. Baozhilin has prepared herbal materials for many times For example, in the principle of no reduction of medicinal properties, it scientifically increases sugar, changing the slightly bitter taste of traditional herbal tea, and forming a sweet and beneficial unique style. Not only that, Bao Zhilin combined with various sports to create a brand concept of functional health drinks, and its unique sports marketing model has also succeeded.
3. Wuhan ranking June, June, January, January, November November December
The second pulse Master Kang Matthelmine artery unified Master Kang Master Kang Master Kang Tea The third master of Master Kang Master Kang Master Kang Coca -Cola Coca -Cola n There are many liquid milk brands in Wuhan beverage market, and all kinds of beverages are divided into the world. Functional beverages, tea beverages and functional beverages The overall price of the price, the price of carbonated beverages is relatively stable. In the summer sales season, various beverage merchants through price fights, on the one hand, the market is almost saturated, and on the other hand, each occupies a relatively stable market share. After the peak season, I believe that the price reduction of companies is not to compete for more market share, but to consolidate the results of combat. The purpose is to cultivate loyal consumer groups through continuous price strategies. The market analysis center of the sugar and wine newsletter believes that although drinks have the advantages and defects of their product characteristics itself, but make up for the disadvantages, create emerging promotion methods and means, and develop drinks suitable for drinking in different seasons. Fundamental channels.
4. Chengdu ranking June, June, January, January, November November December The unified fresh orange more fresh orange more fresh orange Orange Uniform Fresh Orange, Unified Fresh Orange, Fresh Orange more The second master of Master Kang Master Kang Fu Spring Master Kang Master Kang Master Kang n Data sources and finishing: The Sugar and Wine News Market Analysis Center The market share of uniform fresh oranges in Chengdu is first. The changes in the Chengdu beverage market this year reflect the changes in the domestic dairy market. The large -scale price reduction storm swept almost all beverage brands in the Chengdu market, and the beverage was cheaper than water. In large supermarkets such as Carrefour and Renren, many beverages are lower than mineral water. Master Kang’s newly produced Sicily red orange only sells 1 yuan/bottle, Jianlibao explosion fruit vapor 500ml is also 1.5 yuan/bottle, and buy two free one, calculate only 1 yuan/bottle. The Sugar and Wine News Market Analysis Center believes that there are many types of beverage categories in Chengdu. In order to expand their market share, some companies often adopt a price war. And once there is a company’s price reduction, other companies have to follow up. Faced with the aggressive entry of foreign capital to the pressure of large domestic brands, more small and medium -sized beverage companies can only have a place to accelerate their own development in the competition.
5. Xi’an ranking June, June, January, November November November The first Coca -Cola Harko Coca -Cola Coca -Cola Coca -Cola n Second Wahahahahahahahahahahahahahahahahahahaha Unified fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more third unified fresh orange master green tea master green tea Kang Master Kang Master Kang Green Tea Master Green Tea n Data Source and finishing: Sugar and Wine News Market Analysis Center The dominance of Coca -Cola, Unified Fresh Orange, Master Kang Green Tea is still solid, forming a fruit juice drink, carbonated drink, bottled water, and tea beverages. The proportion is about 3: 4: 2: 1. The price of bottled water on the market is similar. Now 500ml is as low as 1 yuan. The brand with the largest sales of bottled water is “Watsons”. Fruit juice drinks are becoming increasingly popular. In recent years, the consumption concept of Citizenship of Xi’an has transitioned to health and taste. Many young people have begun to tend to consume and entertain the juice and snacks. Carbonated beverages are still mainstream, and tea drinks have narrowed. Middle -aged and elderly people still tend to drink traditional tea drinking. Therefore, the sales of tea beverages will not be too obvious in the next few years. The development of new flavors, cultivating consumption habits is an important task of enterprises. 6, Shenyang ranking June, January, January, January, November November, December Master Kang Master Kang/ Master Kang Series Coca -Cola Coca -Cola n Master Kang Tea Drink Master Kang Master Kang Tea The third farmer orchard peasant orchard/ Wahaha tea unified uniform fresh orange more data source and finishing: sugar and wine news analysis center Knowing that Shenyang is the world of Master Kang. Last year, Master Kang’s sales in Shenyang ranked first to tea drinks and juice, but this year’s situation has changed subtle changes. Fascinating advertisements have a sensational effect, and consumers have a good response. As consumers in Shenyang are still in the stage of emotional consumption, the quality of advertising will become the main factor that directly affects consumer choices; but the price factor cannot be ignored. However, the emergence of farmer orchards did not see the sight of Kang and unified battles. In Shenyang, Master Kang and the unified flat battle are almost public secrets in the industry. Except for the competition of the terminal retail on the terminal, the main performance Competition in price.
The Sugar and Wine News Market Analysis Center believes that in the 2004 North China and South China beverage market, carbonated beverages have a greater advantage, especially in Beijing. In the Central China, unity occupies a strong position; as a whole, the strength of various beverages is relatively balanced. The uniform fresh orange in the southwest region is mostly sitting in the area with regional advantages. Tea drinks in the northwest are more popular, but carbonated beverages are slightly lonely. Coca -Cola still has an advantage in the carbonated beverage market. The performance of uniform fresh orange is as good as in other cities. The focus of drinking consumption in Northeast China is also concentrated in three strong brands, indicating that consumer consumption habits in the region are close. Before the brand promotion, this is worth noting. This is also difficult for the beverage market to escape the tide of price reductions. On the whole, the price of carbonated beverages is relatively stable, while other functional drinks, juice drinks and tea beverages have to consolidate the original market share at low prices. On the contrary, the price of bottled water rose in some areas, mainly because the national key governance overloaded over the overload this year, the original transportation cost rose by about 30%; From 6,000 yuan/ton at the beginning of the year to 10,000 yuan/ton, plus the shortage of water in the off -season, the cost of bottled water rose by about 20%. This year’s market also shows that some regional beverage merchants have sold their concepts and open up market space through some pure fruit juice and plant protein beverage packaging, trying to guide the concept of consumption through gift routes. When functional beverages are full of markets, beverage manufacturers may wish to look back to develop new ideas to see the next selling point of traditional drinks in order to be functional drinks
I think you should not go to a place like a hotel to sell. Instead, you should go to those high -end office buildings or more white -collar workers to do some activities that look high -end. You can find some professional planning companies to help you plan. Before, you can also find a survey company to do a market survey, determine the market, and then locate, it is better. Making some connotative advertisements gives high consumer groups a sense of recognition of this brand.
No matter what kind of drink, as long as it is listed, it will face the cost of cost . It means that the way of choosing channels when doing the market is different . The premise of making channels is that your product must have a certain amount Advertising in advance The investment will generate costs, so all you need to do is control the cost of advertising Is that you can choose the provincial regional agency city -level agency, so that your cost will be reduced.
Hi.
The basic processes of all marketing work are: analysis -plan -execution -control.
You must first understand all aspects of this industry, this product, including environment, competitors, consumer psychology, channels, terminals, and so on.
The materials are provided for your reference.
I wish you success.
Catalog
The first part: industrial environment and industrial policy
Chapter 1 The industrial environment analysis of the beverage industry … … 2
The Chapter 2 Analysis of the Industrial Policy of the Beverage Industry ………………………………………………………………………… second part: overall development status of the industry
Chapter 3 Analysis of the overall development status of the beverage industry ……………………………………… Chapter 4 The analysis of the consumer structure of the beverage industry ……………………………………………………………… 4
third Part: analysis of the market status of the industry
The Chapter 5 Analysis of the Team Industry Competition ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… 6
. The overall competition situation of the industry
two two Analysis of regional market competition situation
. Leading enterprise competition situation analysis
Chapter 6 Analysis of new product development status of beverage industry … Part: Forecast of the beverage industry
Chapter 7 The Development Trend of the Beverage Industry Forecast ………………………………………………………………………………….
. The development trend of functional beverages is better
The drinking of beverages to this day, its variety is extremely complicated. Consumers’ consumption habits gradually converge. People are increasingly concerned about health and environment, and do not like drinks with high sugar and additives. Health -care beverages have attracted more and more attention. Health care is a hot topic in recent years. How to achieve health care effects through diet has always been a topic that consumers and beverage manufacturers attach great importance to. In developed countries, especially developed countries in Europe and the United States, they are constantly launching functional beverages. This kind of drink is no longer limited to the category of nutrition, and even expands to the field of disease prevention and disease. According to information, in the United States, almost all beverage manufacturers are developing and producing functional beverages, and even Coca -Cola, which has the first brand in the world, is no exception.
. The focus of world beverage production and sales turned to Asia.
In Asia, China is the “top priority”. Expand the market and then radiate the entire Asia.
. The change in consumer price of residents
The changes in consumer price of residents is a barometer for judging the operating status of the national economy. It is an important basis for introducing different macroeconomic policies. In 2004, under the premise that the country did a good job of macro -control and stability, the consumer price index of my country’s residents basically played an important role in changes in food consumption prices. The rise in consumer prices of residents was mainly caused by significantly increased food consumption prices; urban and rural residents in the first half of the year Food consumption prices have risen, and consumer prices of residents have risen; after entering September, the consumer prices of urban and rural residents have decreased steadily, and the consumer price index fell. Residents’ expected consumption is optimistic, which has led to the development of the domestic beverage market.
It Chapter 2 The Industrial Policy Analysis of the Beverage Industry
. “The Rules of Pre -packaging Food Tags” will be released
October 1, 2005, and the state will officially implement it. New food label packaging regulations. At that time, the practice of not explicitly indicated the ingredients of additives on the packaging will be regarded as illegal, and the beverage will be judged unqualified due to unqualified identification. The two food label standards of the State Inspection and Quarantine Administration and the Standardized Management Committee and the “General Property Rules of Pre -Incubation Food Tags” and “Pre -packaged Special Catering Food Labels” will replace the current 1994 version of “Common Standards for Food Tags” and the “General Standards for Food Tags” and 1992 Edition of the National Standards for Special Nutrition Food Tags.
Depending on the standard, the name of the beverage must be selected from the name of the validity of the validity stipulated in the national standard or industry standard; if there is no standard specification, the common name for consumers cannot be misunderstood or confused; even if it is marked ” The new creation name “and” peculiar name “should also be marked with the name specified in the neighboring part. Experts also emphasize that the product name must be labeled in the eye -catching position of the beverage label, and the dedicated name of the real attributes of the beverage and the strange name and real attribute name must be used, such as the “orange juice” and “drink” in “orange juice drinks”, all of which are all. The same number must be used.
The Sugar and Wine News Analysis Center believes that at present, Chinese juice drinks are still in the stage of primary development, and per capita consumption is very low. Industry associations also need to work more in food safety and standards to promote the development of the industry. This year’s national certification and recognition n The supervision and management committee listed the beverage industry as a key industry that promotes the HACCP (food safety control system) certification. In the evaluation of the Chinese famous brand in the juice beverage this year, HACCP management is also clearly listed as the necessary condition for the necessary condition. Essence It can be seen that the country currently attaches increasing importance to the safety of the beverage industry. Even so, some application companies have only been temporarily supplemented in the process of implementing HACCP management, which shows that enterprises do not pay enough attention to them. Therefore, further strengthening management in food safety and standards is very urgent.
. “Polyester (PET) Carbonated Beverage Bottle” (Modified Version) was implemented at
At the National Plastic Products Standardization Technical Committee held in Zhuhai in October “Beverage Bottle” (modified version) passed expert review. PET containers have become widely used packaging materials and containers in various countries. Applications in food, daily necessities, industrial supplies, agricultural supplies packaging, etc. are becoming more and more extensive, especially in drinking in beverage packaging. The implementation of the “polyester (PET) carbonated beverage bottle” (modified version) will help the industry’s standardized production of such products, and it will also be conducive to supervision and inspection of quality and technical quality in relevant state departments.
Thenan and wine news analysis center believes that the food market access system is the first to be implemented in several industries such as beverages. Once the market access system is implemented to a large extent standardized beverage industry and market, it will play a positive role in improving the overall level and technology of the beverage industry and ensuring product quality and quality.
It Chapter 3 Analysis of the overall development status of the beverage industry
In the first quarter of 2004, the production and sales of the beverage industry were booming, and sales revenue, profits and taxes were compared to the same period last year. Grow up significantly. The SARS in 2003 made people recognize the importance of physical health. Functional drinks were accepted by more people and showed rapid development. In 2004, the development of my country’s functional beverage market continued to accelerate. The main brands of my country’s functional beverages are concentrated in the same target market competition, and product positioning and promotion methods are the same.
In the second quarter, the number of enterprise units in the beverage industry was growing, from 900 in February to 923 in June. The beverage industry products continued to maintain a high -speed growth momentum since the end of the last year. Compared with the same period of the previous year, the monthly products increased by more than 30%(of which in April was close to 30%), of which up to 41.98%in June. Although the growth rate of cumulative product sales revenue in the beverage industry is lower than the increase in finished products, it has also increased significantly over the same period last year. In the first half of the year, the cumulative product sales revenue of the beverage industry was 46,787.817 million yuan, an increase of 24.35%over the same period last year. In the second quarter, the carbonated beverage industry products increased significantly over the same period of the previous year, and the increase in April to June was 11.69%, 27.49%, and 74.18%. Bottle (can) water manufacturing products increased significantly over the same period of the previous year, and the increase in April to June was 42.43%, 38.11%, and 57.86%, respectively. At the same time, the cumulative product sales revenue of bottles (can) drinking water manufacturing industry has also increased significantly over the same period last year.
In the first three quarters of 2004, the soft beverage manufacturing industry and the finished products, sales revenue, total profit and tax in various sub -industries increased significantly compared with the same period of the previous year. However, there are still more companies in the industry, and the losses of losses and losses and companies have increased from the end of the previous year. As the urban market tends to be saturated, the rural market will become the focus of competition for various beverage companies. In the third quarter, foreign brands entered the barrel water to make the barrel water market competition.
The fourth quarter of 2004, the off -season of the beverage industry, but there are still many drinks with functional selling points welcomed by consumers. The sales of juice drinks are good.
Chapter 4 The Consumption Structure Analysis of the Beverage Industry
If my country’s beverage industry continues to maintain rapid growth and enters the era of comprehensive competition. Fight in the field. It is foreseeable that the future development of the Chinese beverage market is very large, and the competition in the future will be more intense. If you want to stand firmly in new beverages, you must start with the functional differentiation of the product or the emotional differentiation of the product to find the blind spots of the market. In the consumer group of refined products, open up its own market.
. Functional beverages
In 2004, the industry was called functional drinking year. The “pulsating” fire opened the market gap of functional beverages, making many manufacturers that maintain high market sensitivity to follow the trend in the shortest time. So as the peak season in 2004 has not been fully launched, Wahaha’s “activation”, Huiyuan’s “him her-“, “screaming” of the Yangli Hall, Master Kang’s “Running X” and other functional drinks were born one by one. Essence In the media, advertising bombed in turns; on the ground, seizing the distribution channels …
The golden positions of beverage sales everywhere in various regions were monopolized by functional beverages. The tea drinks and juice drinks that once called the king were squeezed into the corner. At the same time, the hot sales of functional beverages have brought high prices, ranging from 2.5 yuan to 5 yuan, and no one is the first to reduce prices during the half -year sales period. At the same time, foreign beverage giants also regarded functional beverages as fragrant, scrambling to enter the Chinese functional beverage market, such as Jiachale from the United States, Libao Jian from Japan. Pepsi and Coca -Cola also expressed their optimistic about China’s functional beverage market.
The third quarter, functional beverages gradually showed their deficiencies. The manufacturers have played a “price reduction” card, but with the appearance of Wang Laoji, the functional beverage market has a new turnaround. Products such as “pulse and activation” are mainly through weakening the basic functions, enriching the value of the product, and proposing the concept of fashion functional beverages. However, after Wang Laoji appeared, the consumption of functional beverages developed into an era of “with functional benefits and high satisfaction with satisfaction”. The era of anti -fatigue “functional beverages extended to avoid the dull destiny after the popularity of fashionable beverages.
The future beverage market must be a diverse coexistence market. Supplementing nutritional components such as vitamins in beverages is widely loved by consumers. At the same time, the upgrading of functional beverage consumption concepts is the general trend. Its development direction deserves our attention.
. The juice drink
With the improvement of residents’ income level, the continuous growth of beverage production and consumption is possible. The most fundamental factor for a category is to be favored by consumers. The “natural, healthy, and returning nature” of juice drink meets consumers’ demand for natural, nutritious, low sugar, and healthy beverages, so its consumption is long -lasting.
With the rapid development of the beverage industry, my country’s juice industry has made great progress. At present, my country is the world’s largest juice producer and the third largest juice consumer in the United States and Germany. Due to the low labor cost of my country, my country’s apple juice has a competitive advantage in the international market. With the continuous exit of high -cost producers, my country’s apple juice has become more prominent in the international market, and the trend of the world’s concentrated apple juice production center has become more obvious. This will drive the further development of the domestic fruit juice industry. The introduction of the PET packaging product of 100%pure fruit juice in Huiyuan Family also shows that it is optimistic that the concentrated fruit juice can not only stabilize its position under the impact of the new mainstream, but also have the advantage of the four quarters of consumption. However, the quality of raw materials needs to be improved, the serious “pesticide residue” problem, and the phenomenon of disorderly competition are important factors that currently restrict the development of the juice industry. It is worth thinking about manufacturers in the juice industry.
The market research shows that consumers value brand factors when buying juice, but brand loyalty is low. The probability of drinking only one type of brand drink for a period of time was less than 10%. Therefore, it is important to educate and cultivate my country’s juice beverage market. However, it is still possible to predict that people’s consumption levels have increased year by year, considerable return on investment, and stable sales growth are the original driving force for the capital to point to the juice beverage market. The development potential of fruit juice beverages is still huge.
. Tea drinks
In 2003, mixing fruit juice and gratitude juice are the highlights of the beverage industry; in 2004, functional beverages were exerted. Although tea drinks have played a “supporting role” in the past two years, they have maintained a rapid growth rate. At present, the competition of domestic tea beverages has been increasing, and the market integration of tea beverages has been accelerated. Master Kang, who is in the leading position in the tea beverage market, joined forces with Asahi and Ito Chung in early 2004 to create beverage overlords. It was regarded by industry insiders as a signal for tea beverages. In March, Jianlibao, which officially involved in the tea beverage market, suddenly launched the three series of products of ice black tea, ice green tea, and wheat tea, to differentiate the marketing of tea beverages. Coca -Cola launched “Nestlé Bingjie Tea” in Beijing in mid -April. The entry of these beverage giants will impact the current domestic tea beverage market. Some small and medium -sized brands will be eliminated under the impact of large brands. The integration speed of the tea beverage market is accelerating. The future tea beverage market will be among giants. game.
The Sugar and Wine News Analysis Center believes that there are two main reasons for active performance in the tea beverage market: First, the development space of the Chinese tea beverage market is huge. Jianlibao, Coca -Cola, Pepsi, and entering the tea beverage industry is a strong proof. Among the many beverages, the real inheritance with Chinese culture is tea beverages. It can be said that tea beverages are full of energy. Second, the 2005 tea beverage industry standard was introduced. Because the barriers to enter the tea beverage industry are currently low and the quality of products on the market is uneven, it is a top priority to improve product quality and maintain food safety. Consumers are more willing to buy well -known brands with guaranteed quality. Prior to the introduction of the standard, major tea beverage brands still stepped up the horse race and snatched the market.
At the same time, it should also be seen that the domestic tea market has no market opportunities to supplement follow. Although the tea drinks still occupy a relatively stable consumption share after the mainstream hidden second line, it is difficult to reproduce at high speed growth. Wahaha The sales of Master Kang and the three major brands of unified unified brands are enough to prove this. Therefore, at this time, tea beverage manufacturers have further established their position in the product market. According to information, Kirin occupies 2/3 of Japan’s market share with sugar -free tea beverages. Therefore, in the future, the market development potential is huge in terms of sugar -free tea beverages.
. Drinking water
The main disputes of the drinking water market in 2004 are concentrated in the barrel water market, north concentrated in Beijing, and South China concentrated in Guangdong. After Shenyang quickly collected 23 water stations, Coca -Cola set off a greater wave in the Beijing barrel water market in September. The current Beijing Water Market has not only hoarded water industry giants such as Wahaha, Lebai, and Nestlon, but also local brands Yanjing’s position in the market. Coca -Cola’s addition of Tianjin’s water source this time is obviously coveted to this seductive cake, and the Beijing barrel water market is inevitable.
The second half of the year, Pepsi and Coca -Cola have stepped up the siege of the Guangdong Water Market, making the South China barrel water market. In November, Pepsi began to send a number of medium -sized drinking water manufacturers inviting to produce for its OEM
, and planned Pepsi Pure Pure Water to go to the market before the peak season of drinking water sales in 2005. Prior to this, Coca -Cola had purchased a barrel water production line to prepare to play in Guangdong. I believe that the Guangdong drinking water market in 2005 is destined to have a fierce battle.
5. Other
This in the beverage market is always dizzying. After the juice, tea, and functional beverages are hot, the drinking coffee also heats up. The launch of the unified “Yaha” coffee undoubtedly made manufacturers see new hope. “Yaha”, which has been listed for less than half a year, has heated the product rapidly with good taste and suitable price. According to information, the average coffee consumption per person in the Mainland is less than one cup per year, and the market space and potential can be seen. However, due to lack of emotional demands; insufficient market promotion; high prices and other reasons, the coffee market cannot start. That is, drinking coffee to develop, and it is important to promote coffee culture. Because for most consumers, coffee is a symbol of life. Therefore, increasing the education and communication of coffee culture is the primary problem to expand the mainland market faster.
The Chapter 5 The Competition of the beverage industry
. Analysis of the overall competition of the industry
With the improvement of people’s living standards, China’s beverage industry has entered a fast fast During the development period, at the same time, the beverage industry still has huge potential. Because of this, the competition in China’s beverage industry has gradually become fierce. In 2004, the color of the beverage market terminal reached unprecedented degree, and the advertising movement almost lost the theme of the category. Tea drinks, fruit juice, two music, and functional beverages for the first time in the terminal occupation and advertising dissemination. Although the frontier of fashion is occupied by functional beverages, compared to the mainstream tea drinks from 2002 to 2003, functional drinks seem to only take advantage of concepts and momentum, and there is no impact on other categories. The mainstream of the share transitions to the average score period, and the mainstream of each stage such as bottled water, carbonated beverages, high concentration fruit juice, tea beverages, etc. gradually precipitate as the basic category.
1. Domestic brands: from mainstream guidance to pattern composition
In fact, the vertical depth of the development of beverage categories is limited. The characteristics of low -tech content determine that the development of beverage categories cannot be at high speeds. Status, including emerging functional drinks. Enterprises with serious lack of category layouts will inevitably lose their driving force for growth and even encounter the aging of the brand. “Pulse” and “activation” made the two large water drink companies draw a fresh air in 2004, but failed to “evergreen” like the Wahaha brand. In the dark battle, the profit of the famous category is thinner, and the market basic share has also been weakened by the mainstream of the taste experience category and function. Even in the mainstream period, Wahaha tea drinks failed to catch up with the status of the boss of “Master Kang”, and now the “two music” has begun to invest in tea, which will inevitably make the competition more intense.
2. Foreign -funded brands: The category diversified “fierce” in the brand’s diversified
Coca -Cola has accounted for about 53%of the market share in the Chinese carbonated beverage market, but it is still not satisfied. Category competition, and there are more than one opponent. “Forever Coca -Cola” does not mean “eternal cola”. Even if its brand concept spreads with the times, it cannot prevent young people from chasing more and updated taste experiences.
It, Coca -Cola has long been difficult to lose. It has successively launched multi -brand pure water, Jianyi Cola, Poly Determ’s functional drinks and flesh drinks. It is planned to plan tea drinks as the focus of the next stage. At the same time, I saw that Pepsi also started to make great money to advance into the non -carbonic beverage market.
. Analysis of the regional market competition situation
The sugar and wine newsletter market analysis center has long been carried out to Carrefour. , Guangzhou, Wuhan, Beijing, and Shenyang 6 cities. The results of the survey are as follows:
Note:
① The principle of sampling of the product, sampling according to the number of repeated times the brand appears at different sales points.销量上升幅度,广告终端促销力度,消费者认可程度的综合评分rn ③ 表中“/”处表明在该地区未将该品牌作为取样样本rn ④ 抽样城市:成都、西安、 Six cities including Guangzhou, Wuhan, Beijing, Shenyang, etc.
1. Beijing
ranking June, June, June, November November December
Series Pepsi Coca -Cola Coca -Cola
Mevolia Master Kang Master Coca -Cola Coca -Cola Pepsi unified fresh orange more
third Coca -Cola Coca -Cola Pepsi king Laoji unified series of unified fresh orange Pepsi Cola n Data sources and finishing: sugar and wine newsletter market Analysis Center
This two music, unity, and Master Kang still occupy the main market share in Beijing. Wang Laoji, as a new brand in Beijing, needs to continue to strengthen the market in the region. The most fierce competition in Beijing beverage market is the barrel water market:
regional pattern market positioning
The low -end in the northern area of Lebaishi
Regional mid -to -high -end
The low -end and low -end of Yanjing City
The high -end market in some areas of Watsons
The current Beijing Water Market has not only hoarded water such as Wahaha, Lebai, and Nestle The industry giant, and the local brand Yan Jing settled in the market boss. In fact, before the Coca -Cola attacked Beijing bucket water, the food giant Nestlé had already moved. As soon as it changed its own sales, cooperated with distributors to broaden sales channels and increase retail water stations. Nestlé said that this year’s goal is to strive to achieve a major breakthrough since the drinking water market has entered the Chinese market. Faced with the challenges of competitors, the person in charge of the Beijing market also said that they must strive to grab the number of water market share in the national barrel water market. At present, Yanjing, the boss of the Beijing barrel water market, even said: “Yanjing is the choice of Beijing people. We will strive to grow at a rate of double digits every year.
In the market, the price war is not meaningful. The competition between them
will focus on the two aspects of brand and quality. Facing the strong strength of large brands in terms of brand and funds, small brand water companies will face will face It is a shuffle war that is in danger and has no dialogue.
2. Guangzhou
ranking June, June, January, November December December
Coca -Cola Coca -Cola Coca -Cola Coca -Cola Coca -Cola
The 2 Backetla Plusions Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Billo n The third pulse Master Kang Master Kang Master Kang Master Kang Master Kang Master Tea
Jiuhuoxun Market Analysis Center
The national beverage brand in Guangzhou is shining in the situation of Coca -Cola and Tea. The situation of the first market share has not changed. Guangzhou is located in the southeast coast and is a must for domestic and foreign brands. At the same time, the herbal tea beverage market is currently huge and the potential is yet to be developed. After the traditional herbal tea league, Wang Laoji shocked the industry with a sales of 10 billion, other herbal tea brands have also made efforts to compete for the huge market of nearly 5 billion yuan in the entire herbal tea market. The share has begun to be a big competition for different channels.
Deng Lao Herbal Tea: On the Guangdong market, Deng Laobai Tea has conducted effective market portfolio for different channels. In addition to relying on traditional OTC channels to achieve sales, chain stores are also used in chain stores. In the form of more than 30 large -scale real estate in Guangzhou. In the catering channel, Deng Laobai tea adopts a strategy of buying the exclusive sales right of tea drinks for key restaurants. Tactics, specially designed a complete set of operation and maintenance operation specifications, and more than ten well -known wine products such as Luzhou Laojiao, Xinghua Village, Daohua Fragrance, and Dynasties have achieved large -scale bundling promotion. Based on this, Deng Lao Lao Lao Lao Herbal tea has achieved the sharing of resources such as network, management and logistics with these brands, and its popularity and sales have gained a huge improvement in the short term.
Huang Zhenlong: Huang Zhenlong Herbal tea has a large -scale chain franchise cluster in Guangdong With the unique club sales model. With the continuous expansion of Huang Zhenlong’s herbal tea, the number of chain franchise stores is close to 600. Unlike other herbal tea, it has carried out a large number of cultural and promotions by relying on the “Huang Zhenlong Herbal Tea Club”. Basically realize the sales strategy of “member composite promotion”. This member model has collected a lot of business information for Huang Zhenlong herbal tea, and also greatly played the role of members of Huang Zhenlong. Compared with the brand, Baozhilin pays more attention to the taste of setting herbal tea. Baozhilin has prepared herbal materials for many times For example, in the principle of no reduction of medicinal properties, it scientifically increases sugar, changing the slightly bitter taste of traditional herbal tea, and forming a sweet and beneficial unique style. Not only that, Bao Zhilin combined with various sports to create a brand concept of functional health drinks, and its unique sports marketing model has also succeeded.
3. Wuhan
ranking June, June, January, January, November November December
The second pulse Master Kang Matthelmine artery unified Master Kang Master Kang Master Kang Tea
The third master of Master Kang Master Kang Master Kang Coca -Cola Coca -Cola n There are many liquid milk brands in Wuhan beverage market, and all kinds of beverages are divided into the world. Functional beverages, tea beverages and functional beverages
The overall price of the price, the price of carbonated beverages is relatively stable. In the summer sales season, various beverage merchants through price fights, on the one hand, the market is almost saturated, and on the other hand, each occupies a relatively stable market share. After the peak season, I believe that the price reduction of companies is not to compete for more market share, but to consolidate the results of combat. The purpose is to cultivate loyal consumer groups through continuous price strategies.
The market analysis center of the sugar and wine newsletter believes that although drinks have the advantages and defects of their product characteristics itself, but make up for the disadvantages, create emerging promotion methods and means, and develop drinks suitable for drinking in different seasons. Fundamental channels.
4. Chengdu
ranking June, June, January, January, November November December
The unified fresh orange more fresh orange more fresh orange Orange Uniform Fresh Orange, Unified Fresh Orange, Fresh Orange more
The second master of Master Kang Master Kang Fu Spring Master Kang Master Kang Master Kang
n Data sources and finishing: The Sugar and Wine News Market Analysis Center
The market share of uniform fresh oranges in Chengdu is first. The changes in the Chengdu beverage market this year reflect the changes in the domestic dairy market. The large -scale price reduction storm swept almost all beverage brands in the Chengdu market, and the beverage was cheaper than water. In large supermarkets such as Carrefour and Renren, many beverages are lower than mineral water. Master Kang’s newly produced Sicily red orange only sells 1 yuan/bottle, Jianlibao explosion fruit vapor 500ml is also 1.5 yuan/bottle, and buy two free one, calculate only 1 yuan/bottle.
The Sugar and Wine News Market Analysis Center believes that there are many types of beverage categories in Chengdu. In order to expand their market share, some companies often adopt a price war. And once there is a company’s price reduction, other companies have to follow up. Faced with the aggressive entry of foreign capital to the pressure of large domestic brands, more small and medium -sized beverage companies can only have a place to accelerate their own development in the competition.
5. Xi’an
ranking June, June, January, November November November
The first Coca -Cola Harko Coca -Cola Coca -Cola Coca -Cola n Second Wahahahahahahahahahahahahahahahahahahaha Unified fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more fresh orange more
third unified fresh orange master green tea master green tea Kang Master Kang Master Kang Green Tea Master Green Tea n Data Source and finishing: Sugar and Wine News Market Analysis Center
The dominance of Coca -Cola, Unified Fresh Orange, Master Kang Green Tea is still solid, forming a fruit juice drink, carbonated drink, bottled water, and tea beverages. The proportion is about 3: 4: 2: 1.
The price of bottled water on the market is similar. Now 500ml is as low as 1 yuan. The brand with the largest sales of bottled water is “Watsons”. Fruit juice drinks are becoming increasingly popular. In recent years, the consumption concept of Citizenship of Xi’an has transitioned to health and taste. Many young people have begun to tend to consume and entertain the juice and snacks. Carbonated beverages are still mainstream, and tea drinks have narrowed. Middle -aged and elderly people still tend to drink traditional tea drinking. Therefore, the sales of tea beverages will not be too obvious in the next few years. The development of new flavors, cultivating consumption habits is an important task of enterprises.
6, Shenyang
ranking June, January, January, January, November November, December
Master Kang Master Kang/ Master Kang Series Coca -Cola Coca -Cola n Master Kang Tea Drink Master Kang Master Kang Tea
The third farmer orchard peasant orchard/ Wahaha tea unified uniform fresh orange more
data source and finishing: sugar and wine news analysis center
Knowing that Shenyang is the world of Master Kang. Last year, Master Kang’s sales in Shenyang ranked first to tea drinks and juice, but this year’s situation has changed subtle changes. Fascinating advertisements have a sensational effect, and consumers have a good response. As consumers in Shenyang are still in the stage of emotional consumption, the quality of advertising will become the main factor that directly affects consumer choices; but the price factor cannot be ignored. However, the emergence of farmer orchards did not see the sight of Kang and unified battles. In Shenyang, Master Kang and the unified flat battle are almost public secrets in the industry. Except for the competition of the terminal retail on the terminal, the main performance Competition in price.
The Sugar and Wine News Market Analysis Center believes that in the 2004 North China and South China beverage market, carbonated beverages have a greater advantage, especially in Beijing. In the Central China, unity occupies a strong position; as a whole, the strength of various beverages is relatively balanced. The uniform fresh orange in the southwest region is mostly sitting in the area with regional advantages. Tea drinks in the northwest are more popular, but carbonated beverages are slightly lonely. Coca -Cola still has an advantage in the carbonated beverage market. The performance of uniform fresh orange is as good as in other cities. The focus of drinking consumption in Northeast China is also concentrated in three strong brands, indicating that consumer consumption habits in the region are close. Before the brand promotion, this is worth noting.
This is also difficult for the beverage market to escape the tide of price reductions. On the whole, the price of carbonated beverages is relatively stable, while other functional drinks, juice drinks and tea beverages have to consolidate the original market share at low prices. On the contrary, the price of bottled water rose in some areas, mainly because the national key governance overloaded over the overload this year, the original transportation cost rose by about 30%; From 6,000 yuan/ton at the beginning of the year to 10,000 yuan/ton, plus the shortage of water in the off -season, the cost of bottled water rose by about 20%. This year’s market also shows that some regional beverage merchants have sold their concepts and open up market space through some pure fruit juice and plant protein beverage packaging, trying to guide the concept of consumption through gift routes. When functional beverages are full of markets, beverage manufacturers may wish to look back to develop new ideas to see the next selling point of traditional drinks in order to be functional drinks
I think you should not go to a place like a hotel to sell. Instead, you should go to those high -end office buildings or more white -collar workers to do some activities that look high -end. You can find some professional planning companies to help you plan. Before, you can also find a survey company to do a market survey, determine the market, and then locate, it is better. Making some connotative advertisements gives high consumer groups a sense of recognition of this brand.
1.70 yuan/can
In the premise of teaching you a new listing
How to spend the minimum cost, open market
Question/8771272? Si = 1 “Target =” _ Blank “> ./question/8771272si=1
No matter what kind of drink, as long as it is listed, it will face the cost of cost
. It means that the way of choosing channels when doing the market is different
. The premise of making channels is that your product must have a certain amount Advertising in advance
The investment will generate costs, so all you need to do is control the cost of advertising
Is that you can choose the provincial regional agency city -level agency, so that your cost will be reduced.