In 2023, the beverage market has seen new changes. Currently, young consumers' demands for beverages exhibit the following characteristics: pursuit of health, emphasis on functionality, social attributes, and self-pleasure. This means that the function of beverages is no longer just to quench thirst, but has extended to more segmented needs. For beverage brands, this signifies new opportunities.
New Opportunities for Beverage Brands Currently, beverage brands face new opportunities. From a macro market perspective, the hundred-billion-yuan beverage market still maintains high activity and growth potential, meaning both new and established brands have significant room for growth. This is because the rise of the young consumer group has generated more segmented demands, while the continuous development of lower-tier markets has provided brands with new breakthrough points. Additionally, the maturity of social e-commerce and the increasing emphasis on private domain traffic have helped brands acquire highly loyal consumers. From a channel perspective, the rapid development of chain convenience stores, the maturity of O2O, and the popularity of community group buying have opened new growth spaces for beverage sales. Although the external environment still faces significant uncertainty, with the joint efforts of beverage distributors, every beverage brand faces new opportunities. However, seizing these opportunities is not easy.
First Appearance at the Spring Sugar Fair: Why Did It Become Popular? On April 7, the 108th National Sugar and Wine Fair was held as scheduled in Chengdu, attracting nearly hundreds of thousands of distributors from across the country, who gathered to select their preferred products from tens of thousands of new items. In the beverage exhibition area, one brand's booth continuously attracted distributors seeking cooperation, and on the opening day, it drew the attention of beverage distributors. That brand is vollgas德事.
The vollgas德事 brand originated in Germany, with the trademark registered in Germany in 2004 and trademark rights obtained in China in 2019. "vollgas" is a German word meaning "go all out." This Spring Sugar Fair marks vollgas德事's first appearance, and it aims to bring new profit growth opportunities for beverage distributors through its new products.
Why did vollgas德事 become popular at its first Spring Sugar Fair appearance?
From New Distribution's perspective, vollgas德事's popularity is not solely due to its international brand endorsement, but because in the eyes of beverage distributors, vollgas德事 is more grounded in the Chinese market. vollgas德事 has a touching brand story, but unlike some brands that advocate love, it offers young people a hopeful and sunny outlook. In Munich, Germany, next to the Royal Palace Park in the city center, there is a river called the Eisbach. At some point, a group of young people began surfing on this river. Years later, it became a world-famous surfing destination, and the crazy behavior of these young people was even featured on the Munich government's official website. This is the beginning of the vollgas德事 brand story. The brand hopes to use its positive and sunny brand philosophy to bring young people delicious and meaningful products, which aligns with the characteristics of current Chinese consumers. Of course, the brand story is just the content of brand heritage; to truly enter the Chinese market, vollgas德事 needs strong product strength. Although it is new to China, the beverage track it occupies is currently a hot spot in the Chinese beverage market: healthy functional beverages. According to data, the healthy functional beverage market has maintained rapid growth in recent years, with electrolyte water and energy drinks being the two most popular subcategories.
Since October 2022, sales of electrolyte water have risen sharply. This niche category, once considered essential for fitness enthusiasts, has become a mainstream commodity. Energy drinks, of course, have become a core category for young people staying up late to refresh themselves. Of course, the healthy functional beverage market has already produced many well-known brands, including some giants. So, does vollgas德事 still have competitiveness entering now?
The answer is yes. At this Sugar and Wine Fair, vollgas德事 is promoting two main products: vollgas德事 electrolyte water and VO哇噢 energy drink.
First, let's look at vollgas德事 electrolyte water. From a packaging perspective, this product is simple and elegant, highlighting the vollgas brand name. The transparent, blue, and red color schemes appeal to young people's aesthetics, and the use of the Portuguese national football team as the promotional image greatly stimulates fans' purchasing desire. It is also the best representation of a sports drink, and this product is the official electrolyte drink of the Portuguese national team, resonating with sports enthusiasts. The flavor is sea salt grapefruit, a popular beverage flavor currently. Notably, this product is a low-sugar, juice-based electrolyte drink. In addition to fruit juice ingredients, it contains rich ions such as sodium, potassium, calcium, and zinc, which can replenish electrolytes consumed during metabolism. The product uses a variety of natural ingredients, such as concentrated white grapefruit juice imported from Israel, and the calcium ions come from milk mineral salts, a new resource food and natural ingredient. With healthy ingredients and a refreshing taste, vollgas德事 electrolyte water provides consumers with a better experience.
Now, let's look at VO哇噢 energy drink. Unlike traditional energy drinks, this product stands out in flavor, offering a passion fruit flavor that is refreshing and pleasant, bringing a novel experience to consumers. Additionally, the drink's ingredients include taurine, B vitamins, and plant-derived caffeine as main components, which can quickly replenish energy. In terms of packaging, VO哇噢 energy drink uses black and white as the main color schemes, divided into classic white cans and classic black cans. The overall visual style is simple and elegant. Moreover, different can colors have different distinctions: the classic white can is a regular carbonated energy drink, while the classic black can is sugar-free, fat-free, and low-calorie, providing options for consumers with different needs.
vollgas德事 electrolyte water and VO哇噢 energy drink, as the two main products of vollgas德事, have not only won the attention of distributors with strong product strength, but also have a unique strategy for consumers. In addition to occupying the two popular subcategories of electrolyte water and energy drinks, vollgas德事 also aims to provide consumers with more emotional value. Besides packaging that showcases individuality, vollgas德事 wants to create more value for consumers. Take VO哇噢 energy drink, for example: in addition to the classic black and white cans, it also offers black and white mini cans, providing options for consumers with different needs. The mini can, as a popular can format in the beverage industry, has gradually become a representation of young people's identity. Additionally, targeting different consumption scenarios, VO哇噢 energy drink has launched confession cans, happy cans, friend cans, and Su Bingtian limited edition 9.83'' cans, and even a limited edition vollgas fluorescent can co-branded with Lamborghini, using fluorescent ink to win over consumers with technology.
Different cans are distinguished by different color schemes, presenting consumers with different visual experiences. At the same time, the emotional value endowed by the cans is also key to attracting consumers. At this moment, VO哇噢 energy drink serves as a carrier of consumer emotions, releasing inexpressible feelings through the product.
In addition to high-appearance products, VO哇噢 energy drink has also launched VO·道哥 trendy toy figures, with multiple different designs perfectly interpreting the vitality of young people. Functionality + high appearance + emotional carrier + trendy toys have built a closed loop for VO哇噢 energy drink to capture young consumers, successfully conveying brand value to consumers through the product.
vollgas德事 electrolyte water, backed by the Portuguese national team, directly conveys the sports drink image to consumers, and the streamlined bottle design is more suitable for hand grip during exercise. vollgas德事 strives for perfection in its products, providing consumers with an ultimate experience.
Building Marketing Scenarios to Support Brand Growth To cater to the needs of young consumers, vollgas德事 also engages in brand exposure through various marketing channels. For example, VO哇噢 energy drink was placed in the drama "王牌部队" and the web series "喵不可言", and sponsored films such as "零度极限" and "刺杀小说家". It also held multiple offline events with different themes, including a special 520 debut for VO·道哥, which achieved a total of 180 million exposures and over 7.758 million interactions across the internet, greatly promoting the brand at the consumer level. During the 2022 Oregon World Athletics Championships, it launched the "哇噢能量 助V苏神" campaign on major social media platforms, attracting nationwide attention. While increasing brand and product exposure, it conveyed vollgas's "go all out" product philosophy. Additionally, vollgas held various activities on WeChat Moments, Douyin, Weibo, Xiaohongshu, and other content social platforms, stimulating consumer participation. The diversified marketing strategy has enabled the vollgas brand to gain massive exposure in a short time, attracting precise consumer groups.
The Healthy Beverage Track Needs Quality Players Currently, the healthy beverage track remains hot, but consumers have higher demands for brands. In addition to delicious and attractive products, consumers need a brand that understands them better. From a health perspective, vollgas德事 is committed to the health of Chinese people, using artistic expression to create a brand centered on new-style healthy beverages. Being a high-quality brand is exactly what the current Chinese beverage market needs. Consumer needs will never be fully satisfied, so brands must not only continuously innovate to create competitive products but also resonate with consumers, using youthful marketing strategies to win them over and provide more emotional value. It is understood that vollgas德事's first electrolyte water will be initially tested in Beijing, Shanghai, Guangzhou, and Shenzhen. Even before production, it attracted distributors to pay deposits for pre-orders, and it has been favored by terminals in first-tier cities, especially sports venues. This is enough to demonstrate the influence of the vollgas德事 brand in the beverage industry, which is rare for a new brand. As the 108th Sugar and Wine Fair continues, it is believed that vollgas德事 will attract more beverage distributors' attention. It is understood that vollgas德事 has already entered channels such as supermarkets, convenience stores, and e-commerce. At this Sugar and Wine Fair, vollgas德事 will also bring highly attractive distributor policies. If you want to inquire about agency, you are welcome to visit the vollgas德事 booth for consultation.
April 7-11 Chengdu Zongfu Crowne Plaza Hotel, Area A15 April 12-14 Chengdu Western Expo City Convention and Exhibition Center, Hall 13, Booth 13C014T