Product iteration is the main driving force for the development of beverage enterprises. Bubble hydrothermal has prompted many enterprises to increase the size of this field. Coca-Cola, Pepsi, Nongfu Spring, Wahaha and Hua Bin have also laid out new sparkling water products. Yuanqi Forest has continuously strengthened its advantages in bubble water and introduced several new taste items. Functional drinks have also become the focus of enterprise layout. Dongpeng Beverage launched "She Can" energy drink for women. Yuanqi forest alien electrolyte beverage layout market segment. Yangyuan Beverage's 2430 also focuses on the auxiliary memory function. Nongfu Spring has added mineral water categories and "tea water". In the sales channel, online live broadcast and community group purchase have impacted the traditional sales channels, and many enterprises are struggling and even "forgetting their roots", which makes dealers very hurt and have to quit the group.
Fuli Zong became the general manager of Wahaha. Although he was still one step away from the chairman, he was praised by Zong Qinghou as "better than me". Wahaha will enter the Fuli Zong era just around the corner.
The insiders believe that the characteristics of the beverage industry in 20021year are still obvious, that is, functionalization, segmentation and high-end, which matches the direction and trend of the industry development, the needs of enterprises' own development, and the demands of the core needs of consumers. However, on the whole, the innovation highlights are insufficient, the old products are weak, and the research and development costs are rising day by day. The future beverage market will no longer win the market with cultural elements and consumption habits, and the demand for healthy nutrition will increase, marked by "simplified labeling".
Performance recovery, the market is large enough.
In 20021year, the epidemic situation in COVID-19 was still there, but consumers were more outdoors, beverage consumption was also recovering, and the financial situation of enterprises was restored.
In 2020, due to the sharp drop in outdoor consumption, the performance of large beverage companies such as Coca-Cola declined seriously. In 20021year, the performance of Coca-Cola resumed to rise. After the revenue in the first and second quarters increased by 5% and 42% respectively, the revenue of Coca-Cola soared by 16% to10042 million US dollars in the third quarter, and the net profit was 2.475 billion US dollars, up by 42% year-on-year.
As a representative domestic beverage enterprise, Nongfu Spring's revenue in the first half of 2002/kloc-0 reached15175 million yuan, an increase of 310.4% compared with RMB1545 million yuan in the same period in 2020. The profit reached 4.1300 million yuan, an increase of 40. 1% compared with 2.864 billion yuan in 2020. Wahaha's income is estimated to be 202 1 annual income growth 17%. Based on this calculation, the income is expected to return to 50 billion yuan, reaching 501400 million yuan. It is the highest growth rate since 20 13. The performance of the emerging brand Yuanqi Forest has also achieved rapid growth, but the specific data has not been released, so there have been many claims of 7.5 billion yuan, 8 billion yuan or even 10 billion yuan.
In the functional beverage market, China Red Bull announced the annual sales performance of 20021,with the order amount locked at RMB 21800 million and the delivery amount at RMB 2.2100 million, up by 4% year-on-year. According to the performance forecast released by Dongpeng Beverage, the net profit returned to the mother in 200211500 million yuan-1250 million yuan, which will increase by 338 million yuan to 438 million yuan compared with the same period of last year, with an increase of 41.
The performance return of the whole industry has the greatest relationship with the stability of the COVID-19 epidemic. Coca-Cola said that the main reason is that the negative impact and uncertainty brought by the epidemic are gradually getting smaller and the market is slowly recovering. Nongfu Spring also said that in the first half of 20021year, the effectiveness of epidemic prevention and control in China continued to be consolidated, the national economy continued to recover steadily, the market sales gradually improved, and the beverage industry also further developed.
In addition to big brands, small and medium-sized brands were also very active in 20021year. The Arctic Ocean is ready to go public with Red Star Erguotou and Yili Bread. Xi 'an Bingfeng also submitted an application for offering shares to the CSRC. Hankou No.2 Factory made relatively few moves and lost the edge of its beginning. Dayao is "rampant" in the low-end market in the north with the advantage of low price.
According to the data compiled by Euromonitor International and China Commercial Industry Research Institute, the sales of the beverage industry in China increased from 499.72 billion yuan in 20 16 to 6031700 million yuan in 2020, and it is estimated that the sales amount of the beverage industry in 200210 will reach 629.6 billion yuan.
Innovation is single, bubble water is favored
Looking at 20021year, Zhu Danpeng, an analyst of China food industry, believes that the beverage industry has obvious characteristics: functionalization, segmentation and high-end, which matches the direction and trend of the industry development, the needs of enterprises' own development and the demands of the core needs of consumers.
According to Mintel's data, 26% of consumers drank more flavored sparkling water in the past six months, especially women aged 18-39, consumers living in first-tier cities and consumers with higher education.
There are more and more products of Yuanqi forest, but they haven't lost their strength in bubble water. In 20021year, new products with different flavors such as summer black grape flavor, Yulin green apple flavor and white strawberry coconut flavor were introduced.
In addition to Yuanqi Forest, Nongfu Spring, Wahaha, Coca-Cola and Huabin all introduced bubble water. In 20021year, the beverage rivers and lakes became a world of bubble water.
Originally, Coca-Cola and Pepsi were the industry leaders, but in the rapidly changing market in China, they gradually became followers. Not only these two brands, but now all foreign brands in the beverage field are facing this situation, which proves that domestic brands can better grasp young consumers at the operational level.
Lu Ruixun, a senior research analyst at Mintel, believes that sparkling drinks are redefined by the claims of sugar-free, low/no/calorie-reduced and low/no/fat-reduced. However, the prevalence of' reduction' claims in new products has also led to increased product homogeneity. Brands should cater to consumers' new consumption habits after the epidemic, enhance their home experience, innovate around nutritional efficacy and low sweetness, and seek breakthroughs.
However, the permeability of bubble water is still not high. The insiders believe that how the bubble water sinks to the offline market will be the key to achieve a breakthrough in the future. In the sinking market, the traditional brands represented by carbonated drinks are still high in penetration.
Do the original product again.
There is a popular saying in the consumer circle that "the original products are worth doing again", and now many enterprises in the beverage industry are doing it according to this idea. For example, the ginger cola introduced by Coca-Cola, the favorite apricot skin tea introduced by Yuanqi Forest, and some low-alcohol drinks.
However, the idea of doing it again should be changed.
Secondly, personalization and diversification. Taste is paramount, and more and more consumers are willing to pay higher prices for personalized and customized products. This requires enterprises to use more authentic raw materials and processes, and forces upstream production to be more flexible.
From the perspective of enterprises that have released new products in 2022, market segmentation is particularly important. Wahaha's new products in 2022 are characterized by "accurate segmentation", "healthy" and "fashionable interest". Through accurate portraits of target consumers, we specially designed "electric worship" soda water for young people who dream of esports.
Even in the field of coffee, it began to focus on the label of "domestic products". At the end of 20021,Nestle's exclusive high-end coffee brand in China "Feeling CAF?" Officially launched the Yunnan coffee flavor box, presenting the unique beauty of the boutique coffee in the south of Caiyun. And released the "Yunnan Coffee Flavor Map". In 2022, Nestle will optimize this product and bring it to market.
Sustainable development of environment and society. This seems a bit empty, but many foreign companies have made commitments at this level. Coca-Cola promises to achieve net zero carbon emissions by 2025, and Nestle promises to achieve net zero carbon emissions of greenhouse gases by 2050. China enterprises should also make relevant commitments according to their own conditions.
This article comes from Blue Whale Finance