Beverage market health multi-yuan into the "breakthrough" direction
Recently, COFCO Coca-Cola Chongqing Company officially released a new drink of "Sprite Fiber. Before the official sale in Chongqing, there were already e-commerce platforms on sale, with a price range of 8-29 yuan, much higher than ordinary carbonated drinks. However, because of the selling points of "zero calories" and "health", it has a high popularity on domestic social media, and is listed as the "reddest" carbonated drink together with liposuction cola, blue cola, pink cola, etc.
"Ordinary carbonated drinks are becoming more and more unsold, and the high sugar and high calorie make many consumers who pursue health flinch." In fact, as early as 2016, well-known beverage companies at home and abroad, including Coca-Cola, Pepsi, Master Kong, Unification, and Wahaha, have stated that the era of large single products in the beverage industry will never return, and its beverage products will be "healthy" in the future. "Diversified"-based.
In the view of some analysts, with the change of consumers' demand for health and "taste", the traditional soft drink market has been greatly impacted. Judging from the sales data of domestic and foreign beverage giants, the overall recession of the beverage industry has already arrived. Under the downward trend of the industry, enterprises may only take the way of innovation and integration, in order to "break through" success.
The market showed a weak trend
At the beginning of 2018, the food and beverage industry took the lead in experiencing a wave of price increases: first, a number of beer enterprises, including snowflake and Tsingtao beer, announced that they would adjust the price of their products from January 1; then, Master Kang also began to implement the new price, Kangyin tea/juice series price increase of 2~3 yuan; a few days ago, Coca-Cola, a global beverage industry leader, also announced that it would raise the supply prices of all its products, the range is 2 to 3 yuan/box, the price adjustment range is currently Beijing catering channel 3 cans, the follow-up price increase strategy may spread to the whole country.
As for the reasons for price adjustment, the common expression of these enterprises is "rising raw material prices, transportation costs and personnel costs".
According to the analysis of industry experts, in recent years, the consumption of the beverage industry has shown a weak trend, and the "giants" of the industry bear the brunt, so beverage enterprises have adopted a price increase strategy in order to reverse the decline in performance. But at present, this measure can not completely reverse the decline. For example, Coca-Cola has tried the price increase strategy first in North America, but with little effect.
According to Coca-Cola's financial report, as of December 31, 2017, the company's net profit last year was US $1.18 billion, a year-on-year decrease of 81%; at the same time, another international giant Pepsi was supported by a series of products such as potato chips., Net profit reached 4.85 billion US dollars, but it earned 23% less than the previous year, and the decline in the beverage side is also quite obvious.
According to a report by Beverage Digest, a US beverage industry publication, sales of carbonated beverages in the United States have fallen for 11 consecutive years since 2005. In 2015, global per capita consumption of carbonated beverages also fell to its lowest level in 30 years.
However, the sales performance of domestic companies such as Unification and Master Kang in 2016 was not satisfactory. Recently, Master Kong and Uni-President announced their 2017 sales annual reports, showing that the sales of both parties in the beverage side have increased compared with 2016, but the rate is not large, and they have failed to reverse the decline in sales and sales of the entire domestic beverage industry.
In fact, as early as the end of 2015, many industry insiders pointed out that the traditional beverage industry has ushered in its bottleneck period, and weak growth has become an industry problem.
"my country's beverage industry, like other industries, is also facing many problems and challenges. In recent years, the growth rate of the industry has slowed down significantly." Zong Qinghou, chairman of Wahaha, believes that at present, China's beverage industry has also entered a "new normal" development stage of slowing down growth, resulting in a greater need for differentiated competition. Innovation and transformation and upgrading have become an urgent need and inevitable choice for the beverage industry.
"Health", "petty bourgeoisie" and "pluralism" have become the darling.
In recent years, there is no lack of sponsorship of mineral water and functional beverages in major sports events, and new categories represented by herbal tea, fiber beverages, and near-water beverages have also taken the "express train" of popular events to develop and grow rapidly, and gradually squeeze in the market share. Into the mainstream.
According to the China Food Industry Association, the proportion of healthy beverages has been rising in recent years. In 2016, the proportion of packaged drinking water continued to increase, accounting for 51.6 percent, and by the end of 2018, this proportion may rise significantly.
"The concept of health has gradually taken root in the hearts of the people. In recent years, the structure of the beverage market has undergone significant changes. The original highly respected carbonated beverages have gradually" fever ", while healthy beverages have continued to" heat up '." He Jihong, president of the China non-staple Food Circulation Association, said that with the adjustment of the industry structure, the development trend of the beverage industry shows the characteristics of "original ecology", "mix and match" and "light taste". While carbonated drinks are out of favor, fruit juice, coarse grain drinks, vinegar drinks and other products with the main "health concept" will become the main force in the beverage market.
Wahaha has also publicly stated that in the future, it will strengthen scientific and technological research on beverages and health, develop more nutritious diversified products with high technological content and high added value, and develop beverage products from "safe" to "healthy.
However, Master Kong, Uni-President, Huiyuan and other enterprises also began to develop diversified and healthy products at the beginning of the decline in sales of traditional drinks, and the sales price rose slightly.
In 2016, Chongqing's local carbonated drink Tianfu Coke, which has long been delisted, made a comeback. While focusing on the concept of "health" and "herbal", it also carried out taste innovation, and successively developed a series of "healthy" drinks including soda water and salt soda water.
"In the past, the standard of living was low, and it was a shortage economy. Consumers did not have a high demand for the health of beverages. As long as they can quench their thirst and taste good, they will not worry about selling beverages." Mr. Liu, the channel sales of Chongqing Tianfu Coke Company, said, "In the past, the sale of beverages was much easier than it is now. Nowadays, due to the improvement of living standards, consumers have more choices. At the same time, more and more people are suffering from high blood pressure., Hyperlipidemia, hyperglycemia and other 'rich diseases', so people focus on health and safety issues when choosing drinks."
In addition, the reporter also found that many new cafes in Chongqing have further eroded the market share of traditional beverages. The prices of drinks sold in these cafes with "petty bourgeoisie" signs are much higher than those on the shelves, but they are still favored by consumers. "Consumers now pay more attention to the added value of drinks, such as health, mood, etc., and price is no longer the decisive factor for consumers to purchase behavior."
"Money" lies in innovation
In the context of shrinking sales and sales, and the downturn in the beverage market, in order to reverse the situation, Coca-Cola broke the "century-old wine ring", entered the Japanese sparkling wine market, and announced that it would transform into a "full beverage" company.
As soon as the news came out, there were two opposing voices in the beverage industry: one side believed that the industry giants had lost the "wheat city" and the prospect of the beverage market was slim; the other side believed that the current beverage industry was indeed in a bottleneck period, but there was still a "money way" in the long run ".
"Although the beverage industry is facing many difficulties, it has also increased the diversity of beverage products and the product structure is constantly adjusted." Liang Mingxuan, a researcher in the food industry of CIC consultant, said in an interview that the life cycle of beverage products will be shortened in the future, and the speed of innovation will be accelerated. Healthy drinks such as tea, milk and plant protein will be more popular in the market. Functional drinks and high-end drinks still have great development prospects.
According to the "China Solid Beverage Industry Production and Marketing Demand and Investment Forecast Analysis Report" released by the Prospective Industry Research Institute, the market size of China's beverage industry increased to 829 billion billion yuan in 2017. It is expected that the demand for fruit and vegetable juice drinks and more health-oriented drinks such as vegetable protein and milk-containing drinks will continue to grow at a compound annual growth rate of 14.0 and 14.2 respectively in 2016-2020. At the same time, the development prospects of low-calorie beverages, healthy and nutritious beverages, refrigerated fruit juice beverages, and live bacteria-containing milk beverages are promising. It is estimated that by 2022, domestic beverage manufacturers above designated size will achieve a main operating income of 860 billion yuan.
So, in the face of the "money way" considerable beverage industry and the current situation of weak consumption, how can enterprises highlight the tight encirclement?
In addition to innovation at the production end, enterprises also need new marketing models. Zhu Danpeng, a researcher in the food and beverage industry of the China Brand Research Institute, said that with the tremendous changes in the consumption structure, the beverage industry has also entered a post-marketing era. In the past, the sales department was the leading department of the company, and the marketing department only accounted for about 20% of the performance. However, in the post-marketing era, the consumer research function of the marketing department and the professional advantages of new product listing planning are highlighted. The marketing department's performance responsibility may rise to 65%, while sales only account for 35%.
Some marketers pointed out that the beverage industry has passed the era of production and sales, but an era of "brushing the sense of existence. Who can appear more in the terminal, who can appear in more terminals. Whoever can set up the Internet and fan chain will have the chance to become the next big item.
Source: The Drink Observer
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