Functional nutrition beverage market chaos

"In recent years, tea beverages and functional beverages have sprung up and caused a rise in the consumption of tea beverages and functional beverages due to a number of reasons such as corporate advertising and the shift in consumer spending habits." Beverage industry expert and general manager of Beijing Shengxiong brand marketing agency Zou Wenwu Tell the China Economic Times reporter.

In fact, from the beginning of 2002, the sudden emergence of functional beverages stirred the rivers and lakes of the Chinese beverage market. In the team of functional drinks, there are not only "special use beverages" with specific functional ingredients such as Red Bull, Pulse, Sakamoto Sanada "Otsuka Tea", but also the ranks of herbal tea beverages represented by Wang Laoji. Best-selling.

Market participants said that China's functional beverages have already formed a market of nearly 100 billion yuan, and in 2013, this market will usher in another concentrated outbreak.

Zou Wenwu believes that "in the functional beverage market, the Wong Lo Kat brand has been able to stand out due to its comprehensive brand positioning, mainstream taste, product awareness and brand communication, due to Wang Laoji's hard work, directly leading to domestic The crowd recognizes the consumption of herbal tea beverages, thereby realizing the drift of herbal tea consumption habits from the south to the north."

It is reported that the competition in the functional beverage market has become fierce, and new products have entered the industry, which is highly competitive. On March 19, Lin Guorong, chairman of Fujian Zhongzhong Organic Food Co., Ltd., told this reporter that Lieutenant General Zhengtian Tea had been defined as a strategic product in 2012 to create "the next Wang Lao Ji" in the field of functional drinks.

"Where the channels are the world, the promotion of products requires a series of work such as distribution, storefronts, and personnel training. Ultimately, the profits and profitability of companies are often reflected in channels, so functional beverage companies must innovate their own Channel market, to consolidate their own channel capabilities and levels. "Zou Wenwu pointed out.

"Brand differentiating orientation refers to the business decision of the company's products in terms of special features, cultural orientations, and personality differences. It is the process and result of creating a distinctive brand image. In other words, it means a specific brand. Determine a selling point and market position that are different from competing brands, so that goods occupy a special position in the minds of consumers.” Zou Wenwu analysis.

Lin Guorong said, "The channel market has always been a company's priority. After experiencing extensive growth, functional beverage companies should turn more attention to refined operations, including product channels, marketing, and other aspects of the refinement."

Zou Wenwu believes that “the search for a new growth model has always been a reflection of functional beverage companies, and the expansion of sales channels is the only way to achieve a new round of growth. In fact, the functional beverage market is fiercely competitive. The channel has become the key to the further development of many beverage companies."