The combined sales volume of the plant protein drinks of Coconut Tree Juice and Chengde Lulu (excluding other series drinks of the two companies) is about/kloc-0.8 billion yuan, and the overall sales volume of the whole plant protein drink industry is less than 5 billion yuan. This is far from the potential domestic market capacity of more than 50 billion yuan. Although vegetable protein drinks have natural and nutritional advantages, it is always difficult to make a breakthrough in sales. What is the reason for its sluggish development and the difficulty in breaking through the sales scale? How to break through the bottleneck of sales development? Five key factors hinder the development of the industry 1, and the product specification is single. First, the packaging material is monotonous, and tinplate three-piece canning has almost become a unified product packaging. Second, there are too few varieties of products. The vegetable protein drinks on the market mainly include coconut milk, almond dew, peanut dew, walnut dew, soybean drinks (only brewed drinks) and so on. The leading brand in the industry-global brand network-most of the plant beverage products are very few. Such as: coconut palm juice, Chengde Lulu almond dew, Dazhai walnut dew, etc. Except for a few enterprises such as Yinlu, which have developed a few mixed plant protein drinks, others basically take a single product route. Too monotonous product regulations and taste can not adapt to different sales channels and differentiated taste needs; Third, the packaging capacity is small. For the plant protein beverage enterprises represented by coconut juice and Chengde Lulu, the packaging capacity of about 240ml is only enough for one drink, so it is difficult to match the rigid demand that the beverage should satisfy thirst first. Fourth, the product packaging can't keep pace with the times, and the outdated and outdated product packaging can't meet the demand of modern fashion consumption. 2. As a typical fast-moving consumer product, plant protein beverage with weak channel performance ignores the convenience of fast-moving consumer products and perceptual visual products, which are two main factors affecting sales. Walking into the beverage areas of major supermarkets, the display of plant protein drinks can be described as solitary, with small rows and single samples. During the peak season of sales, when all kinds of drinks compete vigorously for sales terminal resources, eye-catching displays of plant protein drinks such as heaps, end racks, large rows of noodles and special shapes are rare; The usual terminal display and point-of-sale atmosphere are even more inseparable. According to the author's visit and understanding of various types of terminals, the coverage rate of effective outlets of vegetable protein drinks is below 40%. The meeting rate of effective terminals such as universities, middle schools, stations and docks, tourist attractions and internet cafes is not very high; Even some modern large-scale commercial systems such as Wal-Mart are hard to find. The main channel of catering beverage sales is even more insufficient, large catering terminals are rare, and the distribution rate of small and medium-sized restaurants is rare. Special sales channels such as trains and group purchases feel powerless. 3. There are only two or three companies that promote the conservative vegetable protein beverage industry. CCTV has almost become the only choice for vegetable protein beverages, and their advertisements are rarely seen in other media. The rest are followed up and imitated, forcing coconut palm juice to indicate and emphasize "authentic coconut palm brand coconut juice" on product packaging and hard and wide; Chengde Lulu promoted in the media and channels: "Lulu is not equal to almond juice" to show that she is authentic almond juice. The vegetable protein beverage industry is still in the period of identity struggle, and the degree of market education promotion can be seen. 4, the consumption orientation is narrow. Coconut juice "A cup of white and tender every day!" Advertising language appeals to whitening function; "Drinking Lulu is really nourishing!" It also highlights the beauty effect. Obviously, enterprises want to separate their products from other beverage areas, indicating that drinking their own products has health care effects such as beauty and nourishing. Judging from the choice of spokespersons, Chengde Lulu chose Summer Xu and Pu Cunxin, who are highly praised by middle-aged and elderly women, and the audience of advertisements is naturally these people, which is precisely the people who have little demand for drinks. Teenagers are the main consumers of drinks, and they are isolated from fashion elements again. The first demand of drinks is to quench thirst, and then it will involve personalized needs such as taste, nutrition, health and fashion. Quenching thirst is the biggest demand of the beverage industry. Without this rigid demand, the market space will naturally become narrow. On the basis of meeting the rigid demand, more personalized soft demand will be generated. 5. Lack of consumption atmosphere Due to the lack of in-depth education and cultivation of the market by various vegetable protein beverage enterprises, the vegetable protein beverage market can only be regarded as a period of rapid growth at present, and the competitive atmosphere is not very strong. Consumer groups lack the consumption reasons and value support for plant protein drinks, and the consumption demand of plant protein drinks is still in a dispensable state, and the overall sales situation is still tepid. Break through the bottleneck of market scale 1, subdivide products into multiple lines and increase packaging specifications. In addition to retaining the original tin cans, more product specifications of 500ml and 2500ml are needed, and popular packaging materials such as tetra pak, PT bottles and glass bottles can be adopted. The appearance design of product packaging should be fully integrated with modern fashion elements to cater to different consumption motives, consumption levels and sales channels, and increase consumers' choice space and multi-product promotion advantages. Enrich the taste and variety. China has a large population, and its consumption structure and level are full, so it is necessary to study the demand characteristics of consumers. There are differences in different age groups, such as children's high demand for taste and nutrition, teenagers' high demand for fashion elements, middle-aged and elderly people's high demand for health, and women's outstanding demand for food beauty. There are many market segments, and the capacity of each market segment is also huge. Don't limit your eyes to the raw materials for the main products of enterprises. There are many raw materials for vegetable protein drinks with high protein and high nutrition, and the sources are also very rich. Furthermore, based on vegetable protein beverage, mixed beverage products with different tastes and qualities are introduced by blending milk, fruit and vegetable juice, nutrients and other raw materials. Pure vegetable protein beverage products can also produce products with different concentrations on the content of main raw materials. For example, coconut juice, walnut juice, peanut sauce with a content of 5- 10%, etc. Don't rush out of the major easily. The vegetable protein beverage industry itself has great market potential. If it can make great progress in this industry, enterprises will make unlimited profits. Many enterprises in the industry, even the leaders in the industry, even set foot in mineral water, fruit juice and other beverage fields under the premise that the leading products are not as big and strong as those in globrand.com. This is also one of the important factors that are not conducive to the development of this industry. There are too many articles about product innovation and consumption segmentation in this industry, even if we gain a foothold in a corner of the market, we will have a bright future. 2. Intensive cultivation of channels improves the convenience of purchase and the quality of outlets, and broadens the channels. According to the consumption characteristics of different channels, the corresponding product differentiation terminal network layout is carried out to comprehensively improve the coverage of effective networks and facilitate consumers' purchase. Strengthen the display quality of distribution outlets and create a point-of-sale atmosphere, stabilize the market price system, and adopt effective consumer promotion methods to improve terminal sales power. Nowadays, the commercial and retail systems are very developed, with both traditional and modern channels, and rich and diverse sales channels. While doing a good job in explicit channels such as shopping malls and supermarkets, vegetable protein beverage enterprises should also fully develop hidden sales outlets such as schools, internet cafes, entertainment places, stations, docks, tourist attractions, and freezing points where people are concentrated, which pay equal attention to communication, education and sales. Food and beverage channels are very important places for consumption and education. Making effective food and beverage channel sales policies and product price positioning, using Tetra Pak packaging products to enter middle and high-end hotels, and low-priced soft small packaging products to enter low-end hotels and early consumption places will achieve unexpected results. In important traditional festivals such as Dragon Boat Festival, Mid-Autumn Festival and Spring Festival, all units and groups have the habit of distributing welfare. Compared with other drinks, vegetable protein drinks have higher added value and are more in line with welfare consumption requirements. Establish a group purchase sales system and use the group purchase sales model to win the game outside the terminal. 3. Accurately identify the segmentation crowd. The new products launched at each stage are accurately targeted, and marketing strategies such as product strategy, promotion means, promotion direction and channel strategy corresponding to the characteristics of the targeted crowd are adopted. 4. Open publicity and promotion In today's media resources are being continuously diluted, it is difficult to achieve the role of in-depth communication due to the power of a media. According to the positioning characteristics of product consumers, multi-level media with high arrival rate is adopted to spread in segments. The image spokesperson, advertising theme, the choice of advertising combination elements and the scene screen design should be close to the times. Always remember that only beverages that meet popular consumption can be made on a large scale, and the main body of consumption and influence of beverages is teenagers. If we catch them, we will seize the market. The spread of the media will play a very good role in pulling the brand. In order to make the brand power be reflected in the sales link, there must be effective promotion and cooperation on the ground. Although the promotional activities such as giving drinks and bundling are old-fashioned, they are very effective, and reasonable use can play a very good role in promoting sales. Diversified combination of publicity and promotion means, roadshows, terminal vivid display and other publicity and promotion elements should be used from multiple angles. For influential consumer groups, publicity and promotion positions are not limited to media and channels. Promotion activities entering universities and cooperating with groups and units with concentrated target consumer groups for public welfare activities are all effective promotion methods. Welcome to discuss your views with the author of globrand (Global Brand Network). Hu Mingjie, 15 years of practical experience in marketing management, has served many well-known domestic fast-moving consumer goods enterprises such as food and health wine. He has served as an industry representative, regional manager, regional manager, sales minister, marketing director and senior consultant. He has experienced the whole process from soldier to general, is familiar with all aspects and levels of marketing, and has rich practical and theoretical experience. Good at the establishment of marketing system, the management and encouragement of marketing team, and good at marketing breakthrough. Special contributor and columnist of many professional newspapers and websites. ) Enter Hu Mingjie column.