Soda will be exploding in the next three years.
This year, there was a hot sale of soda in the bottled water market. In addition to the East China region where the product has been highly accepted, it has appeared in Henan, Guangdong, Anhui, Shanxi, Shandong and other parts even in July and August. The product is out of stock. At the same time, a large amount of low-priced soda water below 4 yuan entered the market, not only making the popularity of soda water consumption become a reality, but also bringing lucrative benefits to the channel - some dealers told reporters that in this year's beverage season, a box of goods can be Raise more than 7 yuan, which is much higher than the average income of bottled water operated by the same type of channel!
There is no doubt that soda is one of the important highlights of the beverage market this season, but can this vivid appearance prove that soda has become a new revolutionary product of bottled water, and has begun to produce strong heat radiation to the market? Or is this just a gimmick product that was brought together by an opportunist this summer to bring short-term happiness to the market?
In this regard, "China Food Review" explores the real market conditions of the soda water market, and deeply grasps the changing rules of market consumption. In particular, it has produced 3,225 scientific questionnaires for consumers, conducting random sample surveys for consumers in the provincial capitals of the country. Now, 1356 copies of the valid questionnaire have been returned. Through data collection, induction and analysis, we conducted a comprehensive evaluation on market cultivation, consumer environment survey, product reputation and other aspects, trying to find out the truth of the soda market.
Strong contrast between category and product reputation
From the questionnaire analysis, consumers have a higher level of awareness of this category of soda. In the survey “Do you know about the selling point of soda products?â€, 63% of consumers said they know something about the selling point of this category. This is due to the fact that consumers are paying more and more attention to healthy eating during the continuous upgrading of beverage consumption. As a gas-containing alkaline water, soda water has certain benefits for maintaining the balance and maintaining health of the human body. In terms of perspective, soda is very easy to be accepted by consumers.
However, the high-profile appearance of the category is not related to the high-profile image of the overall industry. In the survey “You know a few soda brandsâ€, we found that the lack of leading brands in this market is very obvious, 57% of consumers can only write less than 3 soda brands, 29% of consumers Can write 3-5. At the same time, in the brand self-filling, nearly one-third of consumers confused the mineral water brand and the soda brand, and there was a situation in which the 5100 glacial mineral water and the Nongfu Spring's sparkling wine were mistakenly classified as the soda brand. The reporter believes that this shows that the current development of the soda market is uneven. On the one hand, the high-end brands dominated by imported products in the soda market are separated from the consumer value orientation of ordinary consumers; The brand operation of the low-end brand soda is not deeply rooted in the hearts of the people, making consumers lack the dominant brand concept and unable to form a deep understanding of a specific brand specific product.
The strong contrast between the two sets of data makes us aware of the immature side of the soda market. Does this mean that the sales of soda is partly a speculative heat effect, rather than a mature category? ?
The characteristics of consumption are obvious
In the survey option “The frequency of your consumption of soda†(Exhibit 3), an average of 22% of consumers consume weekly, while the rest spend more than a month. However, the survey varies greatly depending on the region. For example, in the questionnaire survey in Henan, the number of consumers who produce consumption per week has reached about half of the local respondents, which fully demonstrates that the changes in the consumption environment brought about by the uneven development of the soda market are also great. Henan has produced a large number of popular products under 4 yuan this year, and it is often sold in street shops and supermarkets together with mineral water and pure water, so it has a greater impact on consumption frequency. In the western regions such as Sichuan, the value is relatively low.
At the same time, in the option of “soon consumption of soda waterâ€, the result is that most consumers (about 70% or more) consume soda in five bottles per month, while some consumers choose more than ten bottles. Combining the results of these two groups of surveys, we can easily conclude that the current consumption characteristics of soda water are relatively small compared to bottled water products such as mineral water and pure water, and the demand for rigid consumption has not yet been formed. At the same time, the product consumption process is slightly biased towards heavy consumption characteristics. In other words, some consumers have spontaneous self-consumption due to the strong demand for the health care effect of soda. This also proves that the success or failure of the marketing of soda is whether it can truly reach effective communication with this part of the target consumers.
Overall consumer confidence is low
In the multi-selection survey of “Which indicator do you care about?â€, 67% chose quality, followed by 57% who chose the price, 47% chose the brand, and 30% chose the taste.
On the whole, consumers' strong attention to the quality of the products has brought a glimpse to the current fast-growing soda industry: quality is always a guarantee for the sustainable development of the food market. When the reporters communicated with some of the respondents, they said that many Soda water companies were exposed by the media this year because of poor quality, fraud, and shoddy products. This has greatly eroded the consumer's enthusiasm for consumption, and at the same time, the confidence of consumers to purchase products is generally low.
In fact, the reporter went to Henan this summer to investigate the local soda market. With the obvious trend of mass consumption in the local soda market, the market benefits are obvious, and the soda brand that followed has been springing up. On the other hand, due to the lack of soda water industry standards, the industry has a low barrier to entry, and the market competition pattern is mixed, which has a very negative impact on consumers, markets and enterprises. And this effect is direct - a dealer friend said that in April this year, he can make a profit of 7 yuan for a soda product, but now a profit of 3 yuan. Because of the popularity of low-price competition, manufacturers have to lower the supply price again and again, which ultimately affects both product quality and channel profit. The dealer said that if the industry as a whole did not have a full adjustment, it would be destined that this season's soda is just a speculative drink, it is difficult to continue the heat next year.
Low-end products are the mainstream of the market
In the survey of “what products you are willing to spendâ€, more than 73% of consumers chose the price of 3-5 yuan. Since soda products first appeared in China as “high-end imported goodsâ€, the price of 3-5 yuan is only at the low-end level in soda products. However, since the soda in this price is generally synthetic, the company has a higher profit margin than other beverages. This is the most positive market signal sent by consumers in this survey, indicating that most consumers have already learned the added value of soda water to their own products, and are willing to accept a high-profile consumer psychology. Suitable for your own soda products.
How to achieve the brand premium ability, how to accurately match the product appeal with the target consumer's consumer demand, whether it is the market or the profit, is to test the marketing problems of soda companies.
Reporter's notes
In the next three years, soda will be shuffled
In the rapid development of the soda industry, there are both outstanding business opportunities and fatal hidden dangers. It is like a small displacement car on a highway. It is not mobile enough. It is easy to get in trouble when driving.
The reason why the airless soda is very hot this year, I think there are several reasons: First, the packaging is novel. The current non-gas soda pursuit of novel packaging information, such as the design of special packaging materials such as square bottles, brings consumers a new, strange and special consumer experience; secondly, in the product appeal, no gas soda is weak alkaline water To give a lot of people a healthy concept suggestion, just to cater to the modern people's pursuit of health, while the hangover function is also infinitely magnified; the third is to follow the phenomenon of serious, through imitation, follow the practice of mature products, pull their own sales But the market bubble is invisibly enlarged.
It is worth noting that the current market hidden dangers of non-gas soda products are also obvious. First of all, the quality of the products is very unstable. According to my understanding, many manufacturers have quality problems at different levels, mainly due to unstable taste, mildew in water, damage to the bottle, etc. Secondly, chaotic competition, due to lack of technical content, many people It took about one hundred and twenty thousand to buy a production line to start. At present, there are hundreds of soda manufacturers on the market, so there is a price war. For example, various manufacturers in the Henan market have already broken their blood, some have directly cut prices, some have pulled promotions, some have piled up to ensure themselves. The advantage, but this advantage can only be a temporary lead, rather than a fundamental leap; the third is that some manufacturers now have a speculative psychology, take a trip and simply can not talk about service. It is conceivable that some "cottage" sodas with similar packaging and one or two words will be discussed.
Despite the current chaos in the market, no one can underestimate the market prospects of soda. Personally, Soda will be the process of shuffling in the next three years, and sales will explode. First, because consumers' rational understanding is enhanced; second, consumers' health concepts are enhanced; third, mature sales channels and stable interest chains will be formed, and reasonable profit margins will drive market sales.
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