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Catalogue

Part I: Industrial environment and industrial policy.

Chapter 1 Analysis of the Industrial Environment of the Beverage Industry ……………………………………………………………………………………………………………………………………………………………………………………….

Chapter II Industrial Policy Analysis of Beverage Industry ……………………………………………………………………………………………………………………………………………………….

The second part: the overall development of the industry.

Chapter III Analysis of the overall development of the beverage industry ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

The third part: analysis of industry market conditions.

Chapter V Analysis of Competition Situation in Beverage Industry ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

I. Analysis of the overall competitive situation of the industry

Second, the regional market competition situation analysis

Third, the analysis of the competitive situation of leading enterprises

Chapter VI Analysis of New Product Development in Beverage Industry ................................15

The fourth part: the prospect forecast of beverage industry.

Chapter VII Development Trend Forecast of Beverage Industry .................................17

Chapter I Analysis of the Industrial Environment of Beverage Industry

First, the development trend of functional drinks is good.

Today, the variety of beverages is extremely complicated. And consumers' consumption habits gradually converge. People are increasingly concerned about health and the environment, and don't like drinks with high sugar and additives. More and more attention has been paid to health functional drinks. Health care is a hot topic in recent years. How to achieve health care effect through diet has always been a topic that consumers and beverage manufacturers attach great importance to. Developed countries, especially those in Europe and America, are constantly introducing functional drinks, which are no longer limited to the category of supplementing nutrition, and even extended to the field of disease prevention and treatment. Some data show that in the United States, almost all beverage manufacturers are developing and producing functional beverages, even Coca-Cola, which has the world's first brand of beverages, is no exception.

Second, the focus of world beverage production and marketing has shifted to Asia.

In Asia, China is the "top priority". Today, the world-famous beverage production and marketing giants have set their sights on China, and they plan to expand their markets in China one after another, and then radiate the whole of Asia.

Third, changes in consumer prices

The change of consumer price is a barometer to judge the operation of the national economy and an important basis for the introduction of different macroeconomic policies. In 2004, on the premise of macro-control and overall stability, China's consumer price index basically played an important role in the change of food consumption price, and the increase of consumer price was mainly caused by the obvious increase of food consumption price; In the first half of the year, the food consumption price of urban and rural residents rose, and so did the consumer price. After entering September, the food consumption price of urban and rural residents decreased steadily, and the consumer price index fell accordingly. The expectation of residents' consumption is optimistic, which has promoted the development of the domestic beverage market.

Chapter II Industrial Policy Analysis of Beverage Industry

1. The General Rules for Labeling in prepackaged foods will be released.

In 2005 1 October1day, the state will formally implement the new food labeling and packaging regulations. At that time, the practice of not clearly indicating the ingredients of additives on the package will be regarded as illegal, and the drinks will also be judged unqualified because of the unqualified labels. The General Rules for Labeling in prepackaged foods and the General Rules for Labeling in Prepackaged foods for special dietary uses issued by the General Administration of Quality Supervision, Inspection and Quarantine and the Standardization Administration Committee will replace the current General Standards for Food Labeling in 1994 and the National Standards for Labeling Special Nutritional Foods in 1992 respectively.

According to the standard, the name of the beverage should choose an equivalent name from the names specified in the national standard or industry standard; If there is no standard, you can't use common names that make consumers misunderstand or confuse; Even if you want to mark "new name", "strange name", etc., you should also mark a standard name in the adjacent part. Experts also stressed that the product name must be marked in the eye-catching position of the beverage label, and the special name of the real attribute of the beverage and the strange name and the real attribute name must use the same font size, such as "orange juice" and "beverage" in "orange juice beverage", and they must all use the same font size.

The Sugar and Liquor News Analysis Center believes that at present, the fruit juice drinks in China are still in the primary stage of development, and the per capita consumption is very low. Trade associations need to make more efforts in food safety and standards to promote the development of the industry. National certification and accreditation this year

The supervision and management committee listed the beverage industry as a key industry to promote HACCP (Food Safety Control System) certification, and HACCP management was also clearly listed as a necessary condition in this year's appraisal of famous brands of fruit juice drinks in China. It can be seen that the country is paying more and more attention to the safety of the beverage industry. Even so, some reporting enterprises only make up lessons temporarily in the process of implementing HACCP management, which shows that enterprises do not pay enough attention to it. Therefore, it is urgent to further strengthen the management of food safety and standards.

Second, the implementation of "PET carbonated beverage bottle" (revised version)

/kloc-At the National Technical Committee for Standardization of Plastic Products held in Zhuhai in October, the PET carbonated beverage bottle (revised version) passed the expert review. PET container has become a widely used packaging material and container in various countries, and it is more and more widely used in the packaging of food, daily necessities, industrial supplies and agricultural supplies, especially in the packaging of beverages. The implementation of "PET carbonated beverage bottle" (revised version) will be conducive to the standardized production of such products in the industry, and also conducive to the supervision and inspection of quality and technology by relevant state departments.

The Sugar and Liquor News Analysis Center believes that the food market access system is the first to be implemented in several industries such as beverages. Once the market access system is implemented, it will standardize the beverage industry and market to a great extent, and play a positive role in improving the overall level and technology of the beverage industry and ensuring product quality and quality.

Chapter III Analysis of the overall development of the beverage industry

In the first quarter of 2004, the production and sales of the beverage industry were booming, and the sales revenue, profits and taxes all increased significantly compared with the same period of last year. The SARS epidemic in 2003 made people realize the importance of health care, and functional drinks were accepted by more people, showing a rapid development trend. In 2004, the development of functional beverage market in China continued to accelerate. The main brands of functional drinks in China are all focused on the same target market competition, and the product positioning and promotion methods are similar.

In the second quarter, the number of enterprises in the beverage industry increased from 900 in February to 923 in June. The products in the beverage industry continued to maintain the high-speed growth momentum since the end of last year, and the growth rate of products in each month was above 30% compared with the same period of last year (including nearly 30% in April), and the highest in June was 4 1.98%. Although the growth rate of cumulative product sales revenue in the beverage industry is lower than that of finished products, it has also increased significantly over the same period of last year. In the first half of the year, the cumulative product sales revenue of the beverage industry was 467,8781.7 million yuan, an increase of 24.35% over the same period of last year. In the second quarter, the products of carbonated beverage industry increased significantly every month compared with the same period of last year, and the growth rates in April-June were 1 1.69%, 27.49% and 74. 18% respectively. The products of bottled (canned) water manufacturing industry increased significantly every month compared with the same period of last year, and the growth rates from April to June were 42.43%, 38. 1 1% and 57.86% respectively. At the same time, the cumulative product sales revenue of bottled (canned) drinking water manufacturing industry has also increased significantly over the same period of last year.

In the first three quarters of 2004, the finished products, sales revenue, total profits and total profits and taxes of soft drink manufacturing industry and various sub-industries all increased significantly compared with the same period of last year. However, there are still many enterprises losing money in the industry, and the losses of loss-making enterprises and loss-making enterprises have increased compared with the end of last year. With the urban market becoming saturated, the rural market will become the focus of competition among beverage enterprises. In the third quarter, foreign brands marched into bottled water in a big way, which made the competition in the bottled water market fierce.

In the fourth quarter of 2004, this period was the off-season of the beverage industry, but there were still many drinks with functions as their selling points that were welcomed by consumers. Fruit juice drinks are selling well.

Chapter IV Analysis of Consumption Structure of Beverage Industry

China's beverage industry continues to maintain a rapid growth momentum, and has entered an era of all-round competition, with four major areas of carbonated drinks, water, tea and fruit juice drinks being fiercely fought. It can be predicted that the future development space of China beverage market will be great, and the competition will be more intense in the future. In order to gain a firm foothold, new beverages must start from the functional differentiation or emotional differentiation of products, find the blind spots in the market, and explore their own markets by refining the consumer groups of products.

First, functional drinks

In 2004, it was called the year of functional beverage development by the industry. The popularity of "pulse" has exploded the market gap of functional drinks, making many manufacturers with high market sensitivity follow suit in the shortest time. So before the peak season of drinks in 2004 was fully started, functional drinks such as Wahaha's "Activation", Huiyuan's "He+She-",Yangshengtang's "Scream" and Master Kong's "Running X" were born one after another. In the media, advertisements are bombarded in turn; On the ground, seize the distribution channels ...

The golden position of beverage sales that can be seen everywhere in supermarkets in various regions is monopolized by functional beverages. Tea drinks and juice drinks, which once dominated, were squeezed into the corner. At the same time, the hot sale of functional drinks has led to high prices, from 2.5 yuan to 5 yuan, and no one took the lead in reducing prices during the sales period of half a year. At the same time, foreign beverage giants also regard functional drinks as hot cakes, scrambling to enter the functional beverage market in China, such as Gatorade from the United States and Lippo Health from Japan. PepsiCo and Coca-Cola also expressed optimism about the functional beverage market in China.

Since the third quarter, functional drinks have gradually shown their lack of "confidence", and manufacturers have played "price reduction" cards, but with the emergence of Wang Laoji, the functional beverage market has taken a new turn. Products such as "Pulse and Activation" mainly enrich the use value of products by weakening the basic functions, and put forward the concept of fashionable functional drinks. However, after the appearance of Wang Laoji, it promoted the consumption of functional drinks to become an era of "taking function as the core interest of products and having a highly satisfactory taste experience", which extended the era of "Lulu's" regulating blood fat "and" Red Bull's "anti-fatigue" functional drinks to avoid the dull fate after the fashion functional drinks became popular.

The future beverage market must be a diversified market. Supplementing vitamins and other nutrients in beverages is widely loved by consumers. At the same time, it is the general trend to upgrade the consumption concept of functional beverages, and its development direction deserves our attention.

Second, fruit juice drinks

With the improvement of residents' income level, it is possible to continuously increase the production and consumption of beverages. And if a category wants to be favored by consumers, the most fundamental factor is that it can meet consumers' desires and pursuits. The "nature, health and return to nature" of fruit juice beverage meets consumers' demand for natural, nutritious, low-sugar and healthy beverages, so its consumption lasts for a long time.

With the rapid development of beverage industry, China's juice industry has made great progress. At present, China is the world's largest fruit juice producer and the third largest fruit juice consumer after the United States and Germany. Because of the low labor cost in China, apple juice in China has a competitive advantage in the international market. With the continuous withdrawal of high-cost producing countries, the performance of apple juice in China is more prominent in the international market, and the trend of transferring the world concentrated apple juice production center to China is more and more obvious. This will drive the further development of domestic juice industry. The introduction of the PET packaging product of Huiyuan family pack 100% pure juice also shows that it is optimistic that concentrated juice can not only occupy its position under the impact of the new mainstream, but also has the advantage of balanced consumption in four seasons. However, the quality of raw materials needs to be improved, the problem of "pesticide residues" is serious, and the phenomenon of disorderly competition is all important factors that restrict the development of the juice industry at present, which is worthy of consideration by juice industry manufacturers.

A market survey once showed that consumers pay more attention to brand factors when buying juice, but their brand loyalty is low. The probability that the respondents only drink one type of brand drinks in a period of time is less than 10%. Therefore, it is important to spare no effort to educate and cultivate the fruit juice and beverage market in China. However, it can still be predicted that people's consumption level is rising year by year, the return on investment is considerable, and the sales growth is stable, which are the original driving forces that urge the capital sword to point to the fruit juice beverage market. The development potential of fruit juice beverage in China is still huge.

Third, tea drinks

In 2003, mixed juice and carbonated juice were the highlights of the beverage industry; In 2004, functional drinks were launched. Although tea drinks have played a "supporting role" in the past two years, they have maintained a rapid growth rate. At present, the competition of domestic tea drinks is intensifying, and the market integration speed of tea drinks is accelerating. Master Kong, who is in the leading position in the tea beverage market, joined hands with Asahi and Itochu in early 2004 to build a beverage overlord, which was regarded by the industry as a signal that tea beverages began to integrate. In March, Jianlibao, which formally set foot in the tea beverage market, suddenly launched three series of products, namely iced black tea, iced green tea and Maixiang tea, and differentiated the marketing of tea beverages. In mid-April, Coca-Cola launched "Nestle Ice Tea" in Beijing. The entry of these beverage giants will have an impact on the current domestic tea beverage market. Some small and medium-sized brands will be eliminated under the impact of big brands, and the integration speed of the tea beverage market is accelerating. The future tea beverage market will be a game between giants.

The Sugar and Liquor News Analysis Center believes that there are two main reasons why the big brands in the tea beverage market are active at present: First, there is huge room for the development of the tea beverage market in China. Jianlibao, Coca-Cola and Pepsi are competing to enter the tea beverage industry, which is a strong proof. Among many drinks, tea drinks are the one that really comes down in one continuous line with China culture. It can be said that tea drinks have sufficient stamina. Second, in 2005, the tea beverage industry standard was issued. Because the entry threshold of tea beverage industry is low and the quality of products on the market is uneven, it is urgent to improve product quality and maintain food safety. Consumers are more willing to buy well-known brands with guaranteed quality. Before the introduction of the standard, major tea beverage brands still stepped up their efforts to grab the market.

At the same time, it should also be noted that there is no market opportunity for supplementary follow-up in the domestic tea market at present. Although tea drinks still occupy a relatively stable consumption share after retiring from the mainstream, the rapid growth has been difficult to reproduce. The decline in sales of Wahaha, Kangshifu and Uni-President is enough to prove this. Therefore, at this time, in order to further establish their position in the product market, the only thing that will be optimistic about is sugar-free tea drinks. According to some data, Kirin has occupied 2/3 of the Japanese market share with sugar-free tea drinks. Therefore, in the future, there will be great market development potential in sugar-free tea drinks.

Fourth, drinking water

In 2004, the main disputes in the drinking water market were concentrated in the bottled water market, with Beijing in the north and Guangdong in the south. After Shenyang quickly incorporated 23 water stations, Coca-Cola set off a bigger wave in the bottled water market in Beijing in September. At present, the Beijing water market has not only hoarded water giants such as Wahaha, Robust and Nestle, but also the local brand Yanjing. Coca-Cola joined this time with a new brand from Tianjin's water source. Obviously, it has coveted this tempting cake for a long time, and hand-to-hand combat in Beijing's bottled water market is inevitable.

In the second half of the year, Pepsi-Cola and Coca-Cola stepped up their attack on Guangdong's water market, which made it inevitable that the bottled water market in South China would have a war between China and foreign countries. 1 1 month Pepsi began to send invitations to a number of medium-sized drinking water manufacturers for OEM production.

Pure water, and it is planned that Pepsi purified water can be listed before the arrival of the peak season of drinking water sales in 2005. Prior to this, Coca-Cola had purchased a bottled water production line to make a big impact in Guangdong. It is believed that there will be a fierce battle in Guangdong's drinking water market in 2005.

V. Others

The replacement of the beverage market is always dizzying. After the hot fruit juice, tea and functional drinks, the ready-to-drink coffee will also heat up. The launch of Uni-President "Yaha" coffee undoubtedly makes manufacturers see new hope. "Yaha", which has been on the market for less than half a year, has rapidly warmed up the product with good taste and suitable price. According to some data, the average annual coffee consumption per person in the Mainland is less than one cup, which shows the market space and potential. However, due to the lack of emotional appeal; Insufficient investment in marketing; The high price causes the ready-to-drink coffee market to be delayed. To develop ready-to-drink coffee, it is very important to promote coffee culture. Because for most consumers, coffee is a symbol of life taste to a greater extent. Therefore, increasing the education and dissemination of coffee culture is the primary issue to consider in expanding the mainland market faster.

Chapter V Analysis of Competition Situation in Beverage Industry

I. Analysis of the overall competitive situation of the industry

With the improvement of people's living standards, the beverage industry in China has entered a period of rapid development. At the same time, there is still great potential in the beverage industry. Because of this, the competition in the beverage industry in China is becoming increasingly fierce. In 2004, the colorful terminal in the beverage market reached an unprecedented level, and the advertising campaign almost lost its category theme. Tea drinks, fruit juices, music and functional drinks formed a balance between terminal occupation and advertising communication for the first time. Although the fashion frontier is occupied by functional drinks, compared with the mainstream of tea drinks in 2002~2003, functional drinks seem to be only dominant in concept and momentum, and have not made an aggressive impact on other categories. It can be seen that the diversification of categories has shifted from the alternating period of large-share mainstream to the equalizing period, and the mainstream of each stage, such as bottled water, carbonated drinks, high-concentration fruit juice and tea drinks, has gradually precipitated into basic categories.

1, domestic brands: from mainstream guidance to pattern composition

In fact, the vertical depth of beverage category development is limited, and the characteristics of low-tech content determine that the development of beverage categories can not always be in a high-speed state, including emerging functional drinks. Enterprises with serious lack of category layout will inevitably lose the momentum of sustained growth and even encounter the situation of brand aging. "Pulse" and "activation" enabled the two major water drinking enterprises to draw a fresh air in 2004, but failed to be as "evergreen" as Wahaha brand. However, the profit of its famous bottled water is getting smaller and smaller in the price war, and its market share is also weakened by the taste experience category and functional mainstream. Wahaha tea drinks failed to catch up with Master Kong's position even in the mainstream period, but now "Liangle" has begun to invest huge sums of money in tea drinks, which will inevitably make the competition more intense.

2. Foreign brands: category diversity is "fierce" in brand diversity.

Coca-Cola has occupied about 53% of the carbonated beverage market in China, but it is still not satisfied, and it has decided to continue to develop all categories, so it has encountered category competition and more than one opponent. "Forever Coca-Cola" does not mean "Forever Coca-Cola". Even if its brand concept keeps pace with the times, it can't stop teenagers from chasing more and newer taste experiences.

In fact, Coca-Cola has long been hard to lose, and has successively launched multi-brand pure water, Diet Coke, Baorui functional drinks and pulp drinks, and plans to take the development of tea drinks as the focus of the next category extension. At the same time, PepsiCo has also begun to invest heavily in the non-carbonated beverage market.

Second, the regional market competition situation analysis

Sugar and Liquor Express Market Analysis Center has been tracking several large supermarkets such as Carrefour, Trust-Mart and Beijing Hualian for a long time, and the investigated cities are mainly Chengdu, Xi 'an, Guangzhou, Wuhan, Beijing and Shenyang. The findings are as follows:

Note:

(1) the principle of commodity sampling, sampling according to the number of repetitions of the brand in different sales points, and taking the ones with more repetitions as samples.

(2) the principle of determining the sample ranking, the recent increase of brand sales, the promotion of advertising terminals, and the comprehensive score of consumer recognition.

③ The "/"in the table indicates that the brand has not been taken as a sampling sample in this area.

④ Sampling cities: Chengdu, Xi 'an, Guangzhou, Wuhan, Beijing and Shenyang.

1, Beijing

Ranked June, July, August, September 101month1February.

The first unified series unified series unified series unified series Pepsi-Cola Coca-Cola

Second Master Kong Master Kong Coca-Cola Coca-Cola Pepsi unified fresh orange.

Third, Coca-Cola Coca-Cola Pepsi-Cola Wang Laoji unified series unified fresh orange and Pepsi-Cola.

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

Liangle, Uni-President and Master Kong still occupy the main market share in Beijing. As a new brand entering Beijing, Wang Laoji needs to continue to strengthen its market promotion in this region. The most competitive beverage market in Beijing is the bottled water market;

Regional pattern market positioning

Low-end of robust northern region

Middle and low end of Wahaha southeast region

Nestle northern region high-end

Yanjing city-wide low-end

High-end markets in some regions of Watsons

At present, the Beijing water market has not only hoarded water giants such as Wahaha, Robust and Nestle, but also the local brand Yanjing. In fact, before Coca-Cola attacked bottled water in Beijing, Nestle, a food giant, had already taken action, changing the way of self-sales in the past, cooperating with distributors to broaden sales channels and increase retail water stations. Nestle said that this year's goal is to strive for a major breakthrough in the drinking water market since it entered the China market. Facing the challenge of competitors, the person in charge of Robust Beijing market also said: They should strive to grab the first water market share in the national bottled water market. At present, Yanjing, as the leader of the bottled water market in Beijing, even boasted: "Yanjing is the choice of Beijingers, and we will strive to grow at a double-digit rate every year.

For the bottled water market in Beijing, where the price has been stable, the price war has little meaning, and the competition between them is not significant.

It will focus on brand and quality. Faced with the powerful strength of big brands in brand and capital, small brand water enterprises will face a precarious reshuffle war without dialogue qualification.

2. Guangzhou

Ranked June, July, August, September 101month1February.

First Coca-Cola Coca-Cola Coca-Cola Coca-Cola Coca-Cola Coca-Cola

Second, Pepsi Pulse Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi Pepsi.

Third Pulse Master Kong Iced Black Tea Master Kong Iced Black Tea Master Kong Tea Master Kong Tea Master Kong Tea

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

The beverage brands in Guangzhou are divided equally between cola and tea, and the market share of the two brands has not changed. Guangzhou is located in the southeast coast, which is a battleground for domestic and foreign brands. At the same time, there is a huge market for herbal tea drinks, and its potential remains to be developed. After Wang Laoji, the leader of traditional herbal tea, shocked the industry with sales of1000 billion yuan, other herbal tea brands also made great efforts to compete for the huge market share of the whole herbal tea market of nearly 5 billion yuan, and began a big competition for different channels.

Deng Lao Herbal Tea: In the Guangdong market, Deng Lao Herbal Tea has conducted effective market portfolio for different channels. In addition to relying on traditional OTC channels to achieve sales, it also entered more than 30 large-scale real estates in Guangzhou in the form of chain stores. In the catering channel, Deng Lao Herbal Tea adopted the strategy of buying out the exclusive right to sell tea in key restaurants. In Shangchao and Supermarket, Deng Lao Herbal Tea adopts the tactics of combining display and stacking, and specially designs a set of operation specifications for promotion and maintenance, and has achieved large-scale bundled promotion with more than ten famous liquor products such as LU ZHOU LAO JIAO CO.,LTD, Xinghua Village, Daohuaxiang and Dynasty Dry Red. On this basis, Deng Lao herbal tea and the distributors of these brands have realized the sharing of resources such as network, management and logistics, and their popularity and sales volume have been greatly improved in a short period of time.

Huang Zhenlong: Huang Zhenlong Herbal Tea has a huge franchise chain store cluster and a unique club sales model in Guangdong. With the continuous expansion of Huang Zhenlong herbal tea, the number of its franchise chain stores has approached 600. Different from other herbal teas, it has basically achieved the sales strategy of "member compound promotion" by relying on "Huang Zhenlong Herbal Tea Club" for a large number of cultural and promotional activities. This membership mode has collected a lot of commercial information for Huang Zhenlong Herbal Tea, and at the same time, it has greatly played the role of members in promoting Huang Zhenlong's reputation.

Bao Zhilin: Compared with other herbal tea brands, Bao Zhilin pays more attention to creating the taste of herbal tea. Bao Zhilin scientifically increased the sugar content, changed the bitter taste of traditional herbal tea and formed a sweet and beneficial unique style by adjusting the proportion of herbal materials for many times without reducing the medicinal properties. Not only that, Bao Zhilin created its brand concept of functional healthy drinks by combining various sports, and its unique sports marketing model was also a great success.

3. Wuhan

Ranked June, July, August, September 101month1February.

The first unified pulsating unified unified series pulsating unified fresh orange more unified fresh orange more.

Second Pulse Master Kong Pulsating Pulsating Unifying Master Kong Tea Master Kong Tea

Third, Master Kong unified Master Kong series Master Kong Coca-Cola Coca-Cola.

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

There are many brands of liquid milk in Wuhan beverage market, and all kinds of beverages are equally divided in the world. Functional drinks, tea drinks and functional drinks.

The overall price is lower, and the price of carbonated drinks is relatively stable. In the peak season of summer sales, various beverage merchants make the market almost saturated through price competition, on the one hand, and occupy a relatively stable market share on the other hand. After the peak season, I believe that the price reduction of enterprises is not to compete for more market share, but to consolidate the fighting results, with the aim of cultivating loyal consumers through continuous price strategy.

Sugar and Liquor Express Market Analysis Center believes that beverages have their own advantages and disadvantages, but the fundamental way to increase sales is to make up for the disadvantages, create new ways and means of promotion, and develop beverages suitable for different seasons.

4. Chengdu

Ranked June, July, August, September 101month1February.

The first unified fresh orange more unified fresh orange more unified fresh orange more unified fresh orange more unified fresh orange more unified fresh orange more unified fresh orange more.

No.2 Master Kong Pulsating Master Kong Nongfu Spring Pulsating Master Kong Tea Master Kong Tea

The third pulse Master Kong Huiyuan Master Kong iced black tea Nongfu Spring Coca Cola Coca Cola

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

Uni-president fresh orange has the first market share in Chengdu. The change of Chengdu beverage market this year reflects the changing situation of domestic dairy market. The large-scale price reduction storm swept through almost all beverage brands in Chengdu market, and drinks were cheaper than water. In Chengdu Carrefour, Renrenle and other large supermarkets, the prices of many drinks are lower than those of mineral water. Master Kong's new daily Sicilian red orange is only sold at 1 yuan/bottle, and Jianlibao's 500ml pop fruit steam is also 1.5 yuan/bottle, and if you buy two, you get one free, then it will be 1 yuan/bottle.

Sugar and Liquor News Market Analysis Center believes that there are many kinds of beverages in Chengdu market, and some enterprises often adopt price wars in order to expand market share and achieve their sales targets. And once a company reduces its price, other companies have to follow suit. Faced with the frequent entry of foreign capital and the aggressive price pressure of domestic big brands, more small and medium-sized beverage enterprises can only have a place in the competition by constantly trying to speed up their own development.

5. Xi 'an

Ranked June, July, August, September 101month1February.

First Coca-Cola Wahaha Coca-Cola Coca-Cola Coca-Cola Coca-Cola Coca-Cola

Second Wahaha unified fresh orange unified fresh orange unified fresh orange unified fresh orange unified fresh orange unified fresh orange unified fresh orange unified fresh orange.

The third unified fresh orange more Master Kong green tea Master Kong green tea series Master Kong green tea Pepsi Master Kong green tea

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

The dominance of Coca-Cola, Uni-President Fresh Orange Duo and Master Kong Green Tea in the beverage market in Xi 'an is still stable, forming a situation of "four kings" of fruit juice drinks, carbonated drinks, bottled water and tea drinks, with a ratio of about 3∶4∶2∶ 1.

The price of bottled water brands in the market is similar, and now the 500ml bottles are all as low as 1 yuan, and the brand with the largest sales volume of bottled water is "Watsons". Juice drinks are becoming more and more popular. In recent years, the concept of Xi 'an citizens' beverage consumption has shifted to health and taste. Many young people have begun to tend to the consumption and entertainment mode of juice and snacks. Carbonated drinks are still the mainstream, and the share of tea drinks is shrinking. Middle-aged and elderly people still tend to drink tea in the traditional way. Therefore, the sales of tea drinks will not increase significantly in the next few years, and it is still an important task for enterprises to develop new tastes and cultivate consumption habits.

6. Shenyang

Ranked June, July, August, September 101month1February.

First Master Kong/Master Kong series Coca Cola Coca Cola Coca Cola

Second Coca-Cola Coca-Cola/Coca-Cola Master Kong Tea Master Kong Tea Master Kong Tea

Third Farmer Orchard Farmer Orchard/Wahaha Tea Unified Unified Unified Fresh Orange

Data Source and Arrangement: Sugar and Liquor Express Market Analysis Center

Many people know that Shenyang is Master Kong's world. Last year, Master Kong's sales in Shenyang ranked first in tea drinks and juice, but this year's situation has changed subtly. The newly listed farmer's orchard sold well and seized part of the juice market. The eye-catching advertisements in the farmer's orchard had a sensational effect and consumers responded well. As consumers in Shenyang are still in the stage of perceptual consumption, the quality of advertising will become the main factor that directly affects consumers' choice; But the price factor can't be ignored. However, the appearance of the farmer's orchard did not divert the attention from the battle between Kang and Tong. In Shenyang, Master Kong and Tong Ping Zhan are almost an open secret in the industry. Apart from the competition for the display area in the terminal retail, the two are mainly manifested in the price competition.

Sugar and Liquor Express Market Analysis Center believes that carbonated drinks have a great advantage in the beverage market in North China and South China in 2004, especially in Beijing. In central China, reunification occupies a strong position; On the whole, the strength of various drinks is relatively balanced. The unified fresh orange in the southwest region is firmly in the top spot by virtue of its regional advantages. Tea drinks in northwest China are popular, but carbonated drinks are slightly lonely. Coca-Cola still has an advantage in carbonated drinks market, and the performance of unified fresh orange is as good as that in other cities. The focus of beverage consumption in Northeast China is also concentrated on three strong brands, which shows that the consumption habits of consumers in this region are close, which is worthy of attention before brand promotion.

This year, the beverage market can't escape the tide of price reduction. On the whole, the price of carbonated drinks is relatively stable, while other functional drinks, juice drinks and tea drinks have to be sold at low prices.