Three squirrels in a nut drink! Beverage industry health and fashion or future trends!
From the era of shortage of supply less than demand to today's endless stream of new products, the beverage industry has undergone a series of changes and upgrades. At the same time, consumers' consumption psychology is also undergoing great changes.
Yesterday, at the scene of 917 China Health Week, looking at nuts in the industry, Squirrel Torre called for innovation and competition in the industry to create new momentum for the development of Chinese enterprises. He also introduced two new products: "Second Brain" nut beverage & "Small Bottle Fruit" nut products. The two new products started from "nuts" themselves and integrated across borders. They not only paid more attention to health, organic and green, but also were more interesting. As the squirrel father said at the scene, the product itself should contain two kinds of "taste": flavor & interest.
Judging from the data, China's beverage industry is indeed an "attractive" industry for the three squirrels. Relevant data show that China's beverage production has been rising steadily in the past few years, exceeding 0.1 billion tons in 2011, 0.15 billion tons in 2014 and 0.18 billion tons in 2017. In June 2018, China's beverage production was 17.477 million tons, an increase of 8.5 percent compared with the same period last year. From January to June, the national beverage production was 83.972 million tons, an increase of 8.3 percent compared with the same period last year.
Marketing emphasis on products is an era when supply is less than demand and resources and products are scarce. As long as there are products, they can be sold.
Beverage industry channels under construction, product-rich. So as long as the channel is dredged, any product of the enterprise can be sold.
Beverage marketing heavy brand, this is a channel diversification, brand power winning era. Therefore, as long as you shout three times, everyone on earth knows that channels are also scrambling for products.
Beverage marketing will eventually return to the "product" itself. Personalized products, human cultural products, products that tap demand ...... These products that start with user needs can already be separated from channels and win by word of mouth!
industry insiders believe that,
The era of great change in the beverage industry has come!
The core competitiveness of beverage enterprises returns to product power.
Nowadays, good products are better than all channels and brands. After 2010, consumers often do not look at the brand to see the product. The product is good. No matter what brand you are, I will consume the same. Therefore, in the era of great change, the most important feature is that the core competitiveness of enterprises returns to the product force.
If an enterprise wants to have core competitiveness, it must practice its "internal skills", strengthen its research and development capabilities, and develop products with obvious differentiation.
The polarization of consumer tastes
The change of consumers' shopping habits and demand has led to the polarization of consumers' demand for beverage taste; after more than 20 years of rapid development, the beverage market has now appeared the polarization of consumers:
Part of it is mainly young people born in the 90 s and even after 00. Their personality is more public and they need to reflect their own uniqueness. Therefore, when choosing a drink, they will consider whether it is interesting and novel. This kind of consumers do not pay attention to what brand the product is, and the most important point of concern is to meet the characteristics of this kind of consumer group: what they want is interesting!
In the other part, those young people who drank beverages 10 years ago have now become middle-aged people, and their beverage tastes have changed from the original polysaccharides and multi-additives to the current healthy and natural. Healthy cold chain lactic acid bacteria drinks, plant drinks, energy drinks and so on have become their first choice, followed by mineral water, salty drinks and so on. The focus of such consumers is brand, health and safety: what they want is trust!
Therefore, one pole is rational health consumption, which needs healthy drinks; the other pole is emotional personality consumption, which needs fashionable drinks.
[Exhibition Information Recommendation Details]]
Health products, nutrition products, special medical formula food, Guangzhou health products exhibition, Guangzhou food exhibition, probiotic products, organic food, children's nutrition, maternal and child health food
The "China Health and Nutrition Expo" (NHNE), sponsored by Sinopharm Reed Exhibition, is the largest professional exhibition of health nutrition and health products in China. Through two exhibitions a year (spring Shanghai, autumn tour), it has gathered tens of thousands of state-approved honest suppliers of blue hat health food and many new products and international health products, providing excellent brand promotion and product channel expansion services for domestic and foreign enterprises.
The 8th China Health and Nutrition Expo will be held on December 4-6, 2018 at the China Import and Export Fair Exhibition Hall (Guangzhou). The exhibition area is expected to exceed 40,000 square meters, bringing together 1000 product suppliers and professional service providers in the field of health and nutrition, as well as 100000 honest distributors, agents and terminal purchasers. It has become the best platform for merchants to find new products, exchange and learn, and master market information.
On December 4-6, 2018, multi brands gathered, Guangzhou held the 18th China International Health Expo and 2018 China (Guangzhou) Health Festival, the 8th China Health and Nutrition Expo, 2018 China Health and Nutrition raw materials/packaging/equipment Exhibition, International Natural Food and Beverage Expo.
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