Henan Business Daily reporter Ma Qianhui / text, picture, video
As temperatures rise, the beverage market is about to explode.
When the tea industry bigwigs such as Xi Tea, COCO Milk Tea, Little Point, Tea Hundred Ways, and Honey Snow Ice City were rubbing their hands on this summer, Swisse Beverage Shop quietly began a trial operation on Zhengzhou Kexin Road during may Day.
That's right, it is the Australian health care brand Swisse, which was once popular in the purchasing circle. This summer, Swisse sold drinks across the border in Zhengzhou.
Health care product brands selling drinks across borders, can they break new ground in the fiercely competitive beverage market?
【Henan first: add health care products to beverages, add collagen jelly to ice cream】
"Swisse City Honey Drink" At first glance, passers-by who do not know English may think that "Swisse" has opened an offline retail health product store in Zhengzhou.
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Walking into the store, the seven words "Nutrition And Beauty Tea House" are hidden in a green leaf on the wall. Unlike other beverage shops, the materials stored in the transparent freezer in this store add Towisse's liquid health supplements based on fresh fruit, salad dressings, light cream and yogurt.
The wall of the store is plastered with the slogan "Young people want fancy health", and the photo of "blood orange collagen essence" is filled with lemon tea, which hits the heart of young people who advocate "punk health".
"We add 5ml of Swisse products to every drink we drink." Wang Bingjie, one of the store leaders, introduced.
Add dietary fiber essence to lemon juice, add blood orange essence to orange juice, grape seed essence to grape juice, add collagen jelly to ice cream... According to the different tastes of health care products, with different flavors of juice, drink a mouthful of refreshing and thirsty, without the slightest sense of health care of health care products.
From the price point of view, at about 20 yuan, slightly lower than xicha, Naixue and other brands, much higher than the cheap brands such as Honey Snow Ice City, in the tea market on the same competitive track, the blessing of "5ml health products", so that the price of this tea shop looks more cost-effective.
According to Wang Bingjie, at present, "Nutrition Beauty Tea House" is Swisse's first store in Henan.
【Solve the double pain points of traditional offline health food industry and beverage bakery】
Why did Swisse cross the border into the tea market?
In the Swisse Nutrition Beauty Tea House in Shanghai's Kerry Centre Mall, Swisse's VC, grape seed extract, collagen, dietary fiber essence, blood orange essence, cranberry essence and other health products are filled with drink tables and wall shelves, making this store look like not only a tea shop, but also a health product offline store.
Swisse Shanghai Kerry Centre
Mr. Ling, the manager of Swisse Shanghai Kerry Centre, said: "Now it is all diversified development, we can not only sell health care products, we will add some health care products to the drink, and the amount of addition is also the amount we usually want to drink." We are also using this method to teach customers how to mix and match them when taking health supplements at home. ”
Henan Business Daily reporter learned from Swisse's internal investment information that solving market shortcomings is the main purpose of Swisse's entry into the tea market.
According to the data, the traditional offline health food industry has pain points of relying on store sales personnel, traditional spot system, low-frequency consumption, low customer flow, and large online impact. Traditional beverage bakeries have pain points such as weak brand long-term publicity ability, low customer unit price, product homogenization, lack of store timeliness, and poor marketing ability.
Swisse attracts consumer users to smart stores in the city through brand influence, star matrix, online channels and other publicity methods, and then diverts health food through high-frequency products such as drinks and baking, so as to obtain long-term benefits from health food.
[A beverage brand based on health and wellness, which is rare in Zhengzhou]
When the first batch of post-90s began to get married and have children and lose their hair, the thermos cup plus goji berries was no longer the label of middle-aged people.
According to the "2018 Life Consumption Trend Report" of the First Financial Business Data Center, the post-95s began to take the initiative to maintain health, and honey, goji berries, whey protein, health tea and enzymes are the five most enthusiastic health foods after the 95s.
"Holding a thermos cup in your left hand and a goblet in your right hand, you apply the most expensive mask and stay up the longest night." Health is not only self-deprecating, but also the attitude of life. "Punk regimens are spread among young people.
How to find a balance between good food and fun and health care has become the driving force for drink shops to explore new economic growth, and "drink shops with health and health as the main focus" is a breakthrough on the road of exploration.
Henan Business Daily reporter visited Dennis David City, Zhenghong City, Xidi Port and other shopping malls and found that at present, there are not many drink brands based on health and health care in Zhengzhou. Of course, the characteristic of "less" is also the focus of the brand side.
In the snack street on the first floor of Dennis David City, there are only two drink shops, which specialize in zero-fat, low-calorie Sichuan-style handmade ice powder, and Huangji corn juice, which uses corn as the main raw material.
In Zhenghong City, there are soft sweet potatoes based on roasted pears and pear juice, rice hot wheat with purple rice yogurt as the main hit, yogurt as the main yogurt cow, and books with roasted fairy grass as the main hit.
If you add "health" elements, such brands are even rarer.
[Health is only one aspect, must also have the characteristics of delicious, fun, good-looking]
Does such a beverage shop work in the Market of Zhengzhou?
Look at what Miao Guojun, the head of Sweet Potato Soft, who has been fighting on this road for three years, thinks.
"Less" is Miao Guojun's full summary of the advantages of "drink shops with health and wellness as the mainstay".
From the launch of baked sweet potatoes as a snack, to the introduction of loquat roasted pear drinks, to the launch of Sydney milk this summer, everything is based on health and wellness.
Are there concerns that there are too few health-conscious consumer groups to support store costs?
Miao Guojun believes that beverages are young people's, but health awareness is the whole people, and consumers over 20 years old have a stronger awareness of health. Among shopping malls, beverages are the most popular among consumers, followed by spicy foods and meat products. Among them, there are very few products that focus on health and wellness, which are differentiated products.
There may not be many consumers who are willing to pay for health and wellness, but there are few competitors in the same situation.
Miao Guojun said: "For example, seven hundred out of a thousand customers are consuming smoothies, but you must know that within walking distance, there will be about ten beverage shops with smoothies, so that under a balanced point of view, in fact, there are many customers who focus on health and wellness products." ”
At the same time, Miao Guojun believes that the development of a beverage store brand based on health and wellness should also have the characteristics of good drinking, fun and good-looking at the same time, in order to occupy a place in the fierce tea market.
【The Chinese market accounts for half of the Swisse market, innovative sales channels to help a new round of expansion】
Swisse entered China, perhaps thanks to the rise of the national micro-business in 2014, daigou.
Most of the first bottles of liver tablets, cranberry slices, and grape seed slices Chinese were purchased from daigou. This old Australian brand, which was created in Melbourne, Australia in 1960, has not yet begun to advertise in China, and has been frequently screened by micro-business advertisements.
In 2015, Hopson (renamed H&H Group) acquired approximately 83% of The Sharese for nearly A$1.386 billion (HK$7.667 billion).
In 2017, Swisse entered China through general trade methods and successively entered nearly 1,000 offline physical stores in China. With the support of cross-border e-commerce sales channels, it can be seen from the annual report of Jianhe Group from 2018 to 2020 that China is the growth engine of Jianhe Group's adult nutrition and care products business (hereinafter referred to as "ANC"), and in 2020, Swisse's Chinese market contribution will account for 61.3% of the Group's ANC. Among them, Swisse Svich immunity related categories increased by 71.3% year-on-year.
Although the performance is strong, in fact, this product that has been hyped up by micro-businesses and purchasing agents is not easy to really enter China's offline physical stores and open the market. Problems such as cluttered domestic channels, various prices, and some products not being hung with the health food logo "Little Blue Hat" approved by the State Food and Drug Administration have made Swisse's offline stores in China not so smooth.
If you want to achieve a new round of expansion, perhaps innovative sales channels are one way to solve the problem.
Chinese food industry analyst Zhu Danpeng believes that from the launch of the Nutrition YanjiaoMei Tea House, it can be seen that at present, Jianhe Group has opened a five-plus strategy of multi-brand, multi-category, multi-scene, multi-channel and multi-consumer groups. Health management, face value management, weight management has become a new management indicators in the daily management of the Chinese, Swisse through the five more strategies, the launch of health, health care as the main focus of the beverage shop, for the entire Swisse to build a very good support.
(Henan Business Daily Editor Shi Shangjing Lu Ruitian)