As people attach more and more attention to health, the consumption of carbonated beverages gradually “cools down”, and the functional beverages that focus on healthy brands have begun to “heating up” sharply, like weather and atmosphere during the World Cup. disturbed.
In addition to the old brands such as Red Bull and Dongpeng special drink, in 2017 alone, more than 20 functional drinks were stuffed into the same runway, Lehu, Magic Claws, Carlobao, and Wang Sicong’s Elot, and Amway, and Amway XS and Li Ka -shing’s CELSIUS … The latest entry is the cross -border product “F6 SuperShot” of the health product brand Tomson Bijian.
Newly come, want to grab the site; A functional beverage market’s offensive and defensive war is closely lingering …
“Cat” that smells the fishy smell
According to data from China Business Industry Research Institute, between 2012 and 2016, the average annual growth rate of retail sales in my country’s functional beverage industry was about 14%, and the average annual compound growth rate of retail sales in my country’s functional beverage industry was about 15%. It is expected to be in my country in 2018. Functional beverage retail sales will exceed 45 billion yuan. In the next five years, the functional beverage market is expected to have a compound growth rate of more than 12%.
Capital is a cat who is good at finding fishy smell. Since 2017, they have landed on the beach, and the functional beverage market has entered an explosive period.
At the beginning of 2017, there were more than a dozen new functional drinks launched in the Chinese market. The pulse launched a new “Blade Energy” of canned energy beverages. Essence At the same time, CELSIUS, a functional beverage sold in the United States and Hong Kong, is also involved in the Chinese market. It leans against Li Ka -shing’s IP to earn enough topic traffic. Subsequently, Thai functional beverages Karabao, the United States Flying, and Canada had successively landed on the “stadium”.
In 2018, the wind continued to blow. After the introduction of the magic claws, the Coca -Cola newly pushed the newly added new Sprite of dietary fiber; Yili’s “Huanxing source” was listed in April; the latest is the new F6 concentrated functional beverage category launched by Tomson on July 9.
Obviously, under the desire of capital, the functional beverage market is brewing.
However, Red Bulls, who have ruled the domestic functional beverage market for 20 years, are still the “blocks” of these latecomers. According to Nielsen’s data, from January 2017 to February 2018, Red Bull still proudly visited the heroes with a market share of 59%. Second third. The gap is still huge.
In fact, the choice of new brands will continue to enter at this time. It is necessary to say that “bullying” the red cow has no time to take care of other suspicions of “taking advantage of the danger”.
Since entering China in 1995, Red Bull has long ruled the domestic functional beverage market with a time advantage. But starting in 2016, the dispute over its trademark authorization expires. Chen Wei, a brand consultant of the Levit brand consulting company, said to Times Financial analysis: “The Red Bull trademark lawsuit has not ended, resulting in a certain degree of vacuum in the functional beverage market.”
According to the main packaging supplier of Red Bull, Orean (002701.SZ) financial report disclosure, last year the company’s revenue was 7.342 billion yuan, a year -on -year decrease of 3.37%. 9120 million cans, a year -on -year decrease of 4.09%.
Nielsen retail monitoring data also showed that the market share of Red Bull in functional beverage category fell from 63%in 2016 to 58%last year. In 2015-2017, the sales of Red Bull China were 23.04 billion yuan, 21 billion yuan and 19.6 billion yuan, respectively, an increase of 15%, -7%and -19%year-on-year.
Obviously, the red bulls who are trapped in trademarks have made such a part of the market space for other brands. It is such a space that directly stimulates the hormones of “capitals” that are unforgettable for the huge market.
Tomson Beijian Holding Subsidiary Hexagon Beast CEO Yan Xiaofeng admitted frankly in an interview with Times Financial: “After the Red Bull accident, everyone tied to the functional beverage market. One thing. “
The status of the Red Bull is still shaken, but it is difficult to stop the middle generation brands such as Dongpeng and Lehu gradually eclipse its market. Dali Food’s Lehu has increased rapidly in recent years. Dali drink sales have increased from 7.346 billion yuan in 2015 to 7.645 billion yuan in 2016, of which functional beverage sales have increased by 43.5%. Recently, Dongpeng, Dongpeng Data disclosed at the Spring National Sugar and Wine Club showed that its sales in 2017 exceeded 4 billion yuan.
“Overlord “‘s rotation kick
The Domestic Red Bull operating subject, which is trapped, is by no means a general generation. In fact, they have fulfilled their efforts.
In March 2017, Huabin launched a bottle of “War Horse” to further develop the space for the beverage market; early March this year, the red can “War Horse” was listed nationwide.
Regarding the actions of “Battle Horse”, the famous strategic positioning expert Xu Xiongjun analyzed the Finance of the Time: “‘War Horse’ is the bargaining chip of the Red Bull trademark negotiation. Replacement. “
This is not false. In April of this year, the chairman of the Binbin Group said at a meeting that at present, there are more than 4 million terminal sales outlets in Huabin Group. Since listing, a total of 33 billion cans of national sales. “Formulated 1.5 billion yuan of sales targets.
“Once the Red Bull trademark is renewed, the horses as a substitute will be paved on a large scale to ensure that the original market share will not be quickly divided.” The most nervous is the brand currently competing for the second position of the industry. “
Embarrassing middle generation
The “industry second” of domestic functional beverages is indeed unreasonable. Although the market share of Lehu and Dongpeng has been significantly increased in recent years, the market position has not been finalized.
In the beverage market, supermarkets, convenience stores, etc. are competitive channels for major brands. Among them, buying activities, golden locations of product display, and QR code red envelopes inside the beverage cover have become the plus of major functional beverage to capture the market. sub option.
On July 12, in a China Resources Wanjia supermarket in Pearl River New City, Mr. Huang, the citizen, stayed in the functional beverage area for 10 seconds, and finally won two bottles of red bulls from the top floor of the shelf. He is the deepest impression of Red Bull’s brand. “He told Times Finance that the price was not the ultimate orientation of his purchase. He mainly depends on the brand awareness.
Time Finance saw in the supermarket that functional beverages occupied a whole rack, and the current functional beverage brands on the market are basically complete. Compared with 2-3 yuan carbonated drinks, the price of functional drinks is generally “expensive”, mostly in the range of 5-8 yuan/bottle. Among them, red bulls with a specification of 250ml are priced at 6 yuan per bottle; the same specifications of Dongpeng special drinks are priced at 5.5 yuan per bottle, and the former is next to the former.
Functional beverage brands are currently very many, and the number of supermarkets is also average. “But the sales of Red Bull are better.” The staff of the convenience store told Times Finance.
Ice drink is the primary choice of consumers in summer, but in Shengjia Supermarket on Huacheng Avenue, Guangzhou, Red Bull became the only functional drink on the refrigerated shelves. The rest of the brands were piled on ordinary shelves. Functional drinks, but the sales volume is average. “The supermarket staff told Times Finance.
In a Meiyijia convenience store located in Huasui Road, Zhujiang New City, Red Bull is still placed in the most significant place for functional beverage shelves, and some golden tanks of Dongpeng special drinks can be mixed between Red Bull.
Judging from the sampling visits of the current mainstream sales channels, the old -fashioned overlord Red Bull is still the main choice of consumers. Come in and speed up the market terminal.
Faced with the situation of “there is a red bull’s road, there is a new wolf group chasing”, the situation in the middle generation of the second group is subtle, but they did not sit still.
Dongpeng special drink was launched in 2017 to the golden cans that were very close to Red Bull in packaging and positioning to increase consumers’ awareness. This year, they did not miss the hotspot of the World Cup, and became the CCTV World Cup broadcast sponsors at a price of 165 million yuan. As for Lehu, the low -cost strategy has become a weapon for its rapid development of the situation. Especially in third -tier and fourth -tier cities, the price factor is more consumer -consuming, the price advantage is amplified, and the market share is further expanded.
The potential of the functional beverage market is huge, and many brands want to squeeze in a share. Among them, there are many well -known companies, such as Yili and Coca -Cola. In addition, in 2017, Wang Sicong entered the game with “Ailo”, and Li Ka -shing also set up a platform for Celsius. When these topics launched the market, they had already attracted attention. Amway directly launched the functional drink “XS” in September last year. According to the data released by itself, the sales volume reached 10 million cans in just 29 hours. Times Finance learned that the post-born juniors such as F6 and Carlabao have also quickly paved the goods to convenience stores such as 7-11 and Meiyijia.
Miss Chen, a white -collar worker who works at a office building in Huangpu Avenue, Guangzhou told Times Finance, “Because I often stay up late, I used to drink Red Bull, but now I have more choices, and I will compare which one is healthier and more powerful.”
Those who are constantly entering the topic, they do not lack funds, there is no shortage of traffic. These are the basic advantages of their attack, but it seems difficult to say whether it is full of flowers or average?
In June 2018, the Thai functional beverage brand Karabao suddenly announced the resignation of the managing director Huang Bao, who was in office for less than 3 months, and this was also the second time that Karabao had undergone changes in senior management personnel within 3 months.
According to the Beijing Commercial Daily, Carabao’s sales were about 100 million cans in 2017, but half of them were in the hands of dealers, and the year’s plan to formulate the year was sold for 170 million cans in China.
Speaking of endless functional drinks in the market, Xu Xiongjun pointed out to Times Finance: “They all need to answer a question. What is the difference between their products and Red Bull?”
In Yan Xiaofeng’s opinion, everyone is following and imitating, so that they will only push others higher. This is the misunderstanding of the fast -moving industry, so he positions Tomson Beijian F6’s consumer group as high -end white -collar workers, completely abandoning “Requirement” function, focus on refreshing effects. A bottle of only 60 ml capacity, the official guidance price reached 15 yuan! You know, functional beverages on the market are usually 5-8 yuan.
The higher pricing allows F6 to avoid direct confrontation with other brands. Yan Xiaofeng told Time Finance, “We do not regard functional drinks on the market as competitors. Frankly, we have not intended to be a popular brand. “,”
At present, the continuous influx of capital sets off the prosperity of the functional beverage industry. The crisis of industry leaders has become an opportunity for other brands to attack. The market pattern is changing. The competition, development and change of the functional beverage market are full of unknown and variables.