Beverage Industry Network Introduction
In 2014, China's GDP reached 26.9 trillion yuan, a year-on-year increase of 7.4%. Among them, total retail sales of consumer goods were 12.4 trillion yuan, a year-on-year increase of 12.1%. Affected by the overall economic environment, the beverage industry's sales scale in 2014 was 221.8 billion yuan, a year-on-year increase of 10.72%. What development momentum will the beverage market have in 2015?
Source: China Food News 1) Numerous categories, beverage market enters the "Warring States Era" China's beverage market has evolved from the era of "one soda dominating the world" to a market shared by carbonated drinks, water drinks, fruit juice drinks, tea drinks, functional drinks, etc., and has entered a "Warring States Era" where industry brand enterprises such as Pepsi-Cola, Coca-Cola, Master Kong, Uni-President, JDB, Wang Laoji, Nestlé, and Wahaha compete for dominance. 2) Market structure is basically set, with high entry barriers In the current beverage industry, for example, in the packaged drinking water sector, Master Kong, Nongfu Spring, Wahaha, and China Resources account for over 70% of the market; in the fruit juice drink sector, Master Kong, Uni-President, Huiyuan, and Coca-Cola account for over 60%; in categories where the market structure is basically set, it is quite difficult for new entrants to achieve success. 3) Competing on water sources, comparing nutrition, beverage promotions focus on the "health card" As consumers are increasingly concerned about health, they tend to choose healthy beverages such as drinking water, fruit and vegetable juices, plant protein drinks, herbal tea, and sports drinks, while they are no longer as fond of carbonated drinks and tea drinks with high sugar content. Statistics since the first quarter of this year show that carbonated drink sales have shown negative growth of 11.2%, while bottled water and functional drinks have seen the largest year-on-year growth, at 26% and 24% respectively. In this year's beverage promotions, the "health card" is the main focus, with high-end drinking water competing on "water sources", fruit juices relying on appearance and ingredients to "sell cute", and soda water adding gas to be "trendy". 4) Health and wellness beverages are on the rise, with continuous participation from inside and outside the industry The emergence of rock sugar pear and herbal tea has led the health and wellness trend in the beverage industry, and now companies are choosing this development direction. For example, industry companies are developing honey grapefruit tea and loquat lung-moistening tea; companies outside the industry are mostly pharmaceutical companies, which have advantages in research and development, raw materials, and more. 5) Marketing trends leveraging major projects are prominent, "binding" elements such as music, happiness, and the World Cup In recent years, as seen from JDB's total sponsorship of over 500 million yuan for the first, second, and third seasons of "The Voice of China", the beverage industry has placed more emphasis on participation and advertising investment in variety shows and major events. Additionally, this year coincides with the World Cup, and the beverage industry's marketing elements are "binding" music, happiness, and the World Cup. Examples include Coca-Cola's lyrics bottles; Pepsi's star-studded World Cup; Mizone's "selling cute, don't cry" campaign launched in the identity of Chinese national football fans, using self-deprecating tone to comfort teams that were eliminated early; Wang Laoji's "Ji" marketing; Red Bull's sponsorship of "The Most Beautiful Harmony" and the series of TVCs for "Transformers 4". Summary In recent years, the soft drink industry, which has entered the "Warring States Era", has achieved remarkable results in advertising and marketing, and the market structure within the industry is basically stable. To innovate and stand out, besides competing on water sources, comparing nutrition, and playing the health card, companies must truly satisfy the tastes of consumers in different regions and age groups. This is the "way to make money" for consumer products. Reply with the following keywords to categorize and read related professional articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Stagnation, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Channel Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing Deals, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Cross-region Sales, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, New Salespeople, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Inventory Pressure, Holidays, Distributor Cost Control Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Work Report, Work Report.