According to the classification of the current "General Principles of Beverages", China's beverages can be divided into: packaged drinking water, fruit and vegetable juices and their beverages, protein drinks, carbonated drinks (soda), special purpose drinks, flavored drinks, tea (class) drinks, coffee (class) drinks, plant drinks, solid drinks and other beverages a total of eleven categories. Throughout the 40 years of Chinese beverages, each journey has left a profound category imprint, intertwined into a gorgeous chapter of the intestines.
Carbonated drinks
The two music dominates, and the domestic old brand rejuvenates
Before 1978, there were only a few sporadic soda brands in Chinese beverages, and the sense of existence was not high. At the end of 1978, Coca-Cola re-entered the Chinese market through negotiations, marking the formal development of Chinese beverages to industrialization, and carbonated beverages ushered in more than ten years of "hegemonic era".
Due to various historical constraints, Coca-Cola eventually settled an old factory building of the Beijing Roast Duck Factory under COFCO in Wulidian, Beijing, by donating a bottling line. In April 1981, the production line was officially put into operation, with an initial production capacity of 300 bottles per minute, and "land-based" Coca-Cola products were unveiled on the stage. In the same year, PepsiCo co-established the Shenzhen Drinking Soda Factory with Shenzhen Canning Factory in Guangdong to produce "Pepsi Cola" products, with an output value of 7.71 million yuan and a profit of 860,000 yuan in the year.
Liangle into China to inject a burst of cardiac agent into the carbonated beverage market, the market of large and small soda brands are becoming more and more active, such as the very representative Beijing Arctic Ocean, Chongqing Tianfu Coke, Qingdao Laoshan, Tianjin Shanhaiguan, Shanghai Zhengguanghe, Shenyang Bawang Temple, Wuhan Bridge, Xi'an Bingfeng, Guangzhou Asia, etc., including beverage giant Yinlu has also launched Coke products, of which Jianlibao, which was born in 1984, is known as "China's magic water", peak sales of more than 5 billion yuan.
Unfortunately, around 1994, most of the well-known domestic brands were acquired or controlled by Liangle, and soon collapsed, later known as the "Flooded Seventh Army". Until 1998, domestic carbonated beverages have given birth to two dazzling new stars - Fenhuang Coke of Fenhuang Food and Very Coke of Wahaha. According to the data, Fenhuang Cola once ranked among the top four domestic Cokes with a market share of 8%, followed by Coca-Cola, Pepsi Cola and Very Cola.
After 2000, domestic long-established brands began to seek a "comeback". In 2003, Hachinoji returned to the temple; in April 2004, Laoshan Coke resumed production; in 2011, Arctic Ocean soda resumed production; in August 2014, Shanhaiguan soda re-entered the market; in January 2016, Tianfu Cola also announced that it had "re-emerged from the jianghu".
Tea drinks
Kang Tong has been in control for a long time, and sugar-free will become a trend in the future
After the 1990s, the beverage category gradually became richer. Founded in 1993, Rising Sun Group relied on the "Rising Sun Iced Tea" to open the curtain of the tea beverage boom, with sales of 50 million yuan in 1995, 500 million yuan in 1996, and 3 billion yuan in 1998. However, due to the company's internal strategic mistakes and the "step by step" of competitors such as Master Kong and Unity, after 2000, Rising Sun rose rapidly declined, on the contrary, Unified Iced Black Tea and Master Kong Iced Black Tea were listed in 1995 and 1996, and gradually controlled the head position of the tea beverage market, until 2015, the newly promoted cold brew tea "Xiao Ming Classmate" was still the "star" of the tea beverage market. In 2018, Unification took the lead in playing the concept of "refrigerated tea" and launched a new product "Tea Instant Fresh".
At that time, Coca-Cola, which had already smelled the downward trend of carbonated beverages, also began to launch non-carbonated beverage products intensively in China: "Heaven and Earth" in 1998, "Lanfeng" female honey tea in 2001, "Sunshine" fruit tea in 2002, and "Nestlé Iced Tea" jointly launched with Nestlé, "Qingben" and "Qingyan" male and female versions of "Tea Research Workshop" series tea beverages in 2005, "Original Leaf" tea drinks in 2008... But unfortunately, none of these products have succeeded, and they have all disappeared in the cruel market competition, but Coca-Cola's heart to make tea drinks is not dead, and in 2018, the latest tea beverage brand "Yo! Tea" and "Chun Tea House Sugar-free Tea Drink", closely following the brand's youthful and healthy consumption trend.
Of course, "tea drinks without sugar" Coca-Cola is not the first, as early as 2011 Nongfu Spring laid out the "Oriental Leaves" that once listed on the "Top 5 Most Difficult Drinks", and now seven years later, the harvest period of the category has matured. In addition, the "Tea π" launched by Nongfu Spring in 2016 has also become a rare explosive product in recent years, with sales exceeding 1 billion yuan in less than one year.
It is worth mentioning that since the popularity of Vita lemon tea on the Internet in 2016, the attention of "lemon tea" has increased in a straight line, and new products such as unified "Thai magic" Thai lemon tea, COFCO's "Yue Huo Lemon Tea", Pan Pan Lime Black Tea, and Happy Home "Lemon Cool" have been racing in a favorable environment.
Packaged drinking water
From a variety of varieties to a large unification, high-priced water performs well
In 1989, Yibao launched the first bottle of pure water in China, and the general manager at the time was 39-year-old Zhou Jingliang. 3 years later, Zhou Jingliang set up his own portal and founded Shenzhen Jingtian Industrial Co., Ltd. to produce and sell pure water; in 1996, Wahaha pure water took the lead in opening up the situation in the northeast, and its market share increased rapidly, in the same year, Nongfu Spring was established, and the following year, Lebashi Pure Water was listed, and the competition in the packaging water market became more and more fierce.
In 2000, Nongfu Spring launched the "natural water vs pure water" war, announcing the complete suspension of pure water and turning to natural water. A stone set off a thousand layers of waves, and Nongfu Spring once became the object of collective crusade of many pure water production enterprises. In 2001, Coca-Cola Ice Dew joined the ranks of pure water, and by 2015, annual sales exceeded 1 billion US dollars for the first time; in 2003, Master Kong mineral water was listed, the packaging water market welcomed heavyweights, and mineral water of various brands also flocked to appear; in 2004, Jingtian entered the field of mineral water, and the "water noble" Baishi Mountain was born; Tibet 5100, which was established in 2006 and focused on high-end mineral water, relied on the daily orders of China Railway Corporation, with revenue in 2008~ In 2013, the increase was as high as 600%, and in 2010, Jiaduo Group also dabbled in mineral water and launched the high-end water brand "Kunlun Mountain".
In 2013, Evergrande Ice Spring's emergence was like a bombshell that made the packaging water market set off a huge wave again, and Evergrande also shouted out a revenue target of 30 billion yuan for 3 years. However, contrary to expectations, Evergrande Ice Spring launched in 2013 with a revenue of 34.8 million yuan and a loss of 552 million yuan; in 2014, the revenue reached 968 million yuan, but the loss was a record 2.839 billion yuan; in the first five months of 2015, the revenue was 284 million yuan, and the loss was still as high as 555 million yuan. On 28 September 2016, Evergrande announced on the Hong Kong Stock Exchange that it would sell all of the Group's interests in the grain, oil, dairy and mineral water business for a total consideration of approximately RMB2.7 billion.
On May 24, 2015, the new national standard for packaged drinking water began to be implemented, stipulating that in addition to natural mineral water, packaged drinking water is divided into two categories: pure drinking water and other drinking water, mineral water, distilled water, glacier water, oxygen-rich water, negative ion water and other concept water has since become history, so many enterprises have changed their brand names and packaging.
Nielsen's latest research shows that in 2017, the packaged water category achieved a double growth of 17% in sales and 15% in sales, of which the sales of high-priced water above 5 yuan / liter increased by 20%. In recent years, new products of high-priced water have emerged in an endless stream, and Nongfu Mountain Spring Glass Bottle Natural Mineral Water, Baishi Mountain Blairquhan Benwang, Coca-Cola Valser, Danone AORAKI Extreme Orchid and so on are all eyeing this flashpoint.
Fruit and vegetable juice drinks
Low concentration is king, and NFC juice can be expected in the future
In 1992, Zhu Xinli founded Shandong Zibo Huiyuan Food Co., Ltd., and a year later received an export order for concentrated juice worth 5 million US dollars; in October 1994, Zhu Xinli led a team to open up a new "base area" in Shunyi, Beijing, and founded Beijing Huiyuan Food and Beverage Co., Ltd.; in 1995, the first package of 250ml pure fruit juice of Huiyuan was successfully listed and sold well. In the mid-to-late 1990s, Huiyuan became one of the strongest brands in the juice category, during which time, Wellcome's "red apple" apple juice was also popular, setting a record of 100 million packages of annual sales.
In 1999, Unity had tested more fresh oranges in the mainland, and in 2001, it officially launched PET packaging, opening a precedent for low-concentration juice drinks, and fresh oranges contributed 1 billion yuan in sales in the first year. In the same year, Coca-Cola introduced children's juice drink "queer", and in 2005, it launched "Mei Juice Source" and "Fruit Orange", and finally the market share surpassed that of unified fresh oranges, reaching the top of the low-concentration juice market, and by the end of 2010, the value had exceeded 1 billion US dollars. Under this trend, Master Kong, Wahaha, Nongfu Spring, Jianlibao, Pepsi And other enterprises have also made efforts to promote juice drinks, prompting this category to enter an unprecedented boom period, and low-concentration fruit juice drinks have gradually become mainstream consumption options, accounting for more than 80% of the category.
After 2012, the NFC juice represented by Zero Degree Fruit Mill gradually became active, and attracted Nongfu Spring, Huiyuan, Weiquan, Chu Orange, etc. to compete for layout, and Nongfu Spring more creatively developed a room temperature NFC juice with a shelf life of up to 120 days.
Protein drinks
Lactic acid bacteria exceeded 10 billion, and plant protein has broad prospects
According to the current "General Rules of Beverages", protein drinks are divided into milk-containing beverages, plant-based protein beverages and complex protein beverages, etc., and each subdivision category has emerged with many "tide makers" representing The characteristics of Chinese beverages.
In the development process of milk-containing beverages, lactic acid bacteria drinks play a heavy role. In the 1980s and 1990s, Lebaishi, Wahaha, and Prince Milk all launched lactic acid bacteria beverage products during this period, successfully opening the category market, and then Yili, Mengniu, Junlebao, JuneYao, Weiquan and other enterprises have entered the game, and the international brand Yakult also followed up in 2002 to Chinese mainland market, and the current daily sales volume reached 5.825 million bottles. According to data, by 2015, the domestic lactic acid bacteria beverage market has exceeded 10 billion.
Another masterpiece of milk-containing beverages is xiaoyang people launched in 2003 "Miaolian", the first time to organically combine juice and milk, this idea was later carried forward by Wahaha in 2005 launched the nutrition express line, sales exceeded 15 billion yuan in 2011, exceeded 20 billion yuan in 2013, by the end of 2017 cumulative sales of 50.4 billion bottles, the output value of more than 120 billion yuan.
The complex protein drink uses silver heron peanut milk as a "carry handle". In 1985, Silver Heron launched three cans of peanut milk, and in 2003 Tetra Pak Peanut Milk went on the market, with sales of only 160 million yuan that year. Subsequently, the birth of PET peanut milk and the intervention of Ye Maozhong's team became a turning point, and silver heron peanut milk ushered in explosive growth. According to data, by 2013, the market share of Silver Heron Peanut Milk reached 79%, and the annual sales revenue exceeded 6 billion yuan.
The development of plant protein drinks has been in a state of "unfinished": in the 90s, Lulu almond butter and coconut coconut juice "horse head is looking"; in the early 21st century, Yangyuan six walnuts sprung up and successfully created tens of billions of walnut dew single products; after 2010, emerging enterprises represented by Susa Food and Happy Home further extended the coconut juice market; in 2017, soy milk ushered in explosive growth, Vitasoy, Weiwei shares "old and strong", Yili Plant Selection, Dali Bean Bendou, Beidahuang Green Source, Mengniu Silk American soy milk and other new products have their own means, of which Dali Bean has achieved sales of 1 billion yuan in the first year of listing.
Special purpose drinks
Red Bull Pulse once led the way, and now the crowd sharpens the knife
"Special-purpose drinks" may not be familiar to you, but the sports drinks, nutrient drinks, energy drinks, electrolyte drinks, etc. that belong to them must be familiar.
At the end of 1995, Red Bull set up a factory in China; the following year, Red Bull products began to be listed in the domestic market, and sales peaked at 23.07 billion yuan in 2015, becoming a well-deserved "President's Mountain" in the energy drink market. However, after the outbreak of the trademark licensing crisis in 2016, its sales have continued to decline, according to Nielsen retail monitoring data, from 2016 to 2017, Red Bull China's sales were 21 billion yuan and 19.6 billion yuan, respectively. This and that, large and small energy drink brands "take advantage of the void", Yili Huanxingyuan, Carabao, Amway XS and other new troops quickly attacked the city, Dongpeng Special Drink, Dali Lehu, Zhongmei Physique Energy and other veteran teams are also not far behind, Red Bull China's operator Reignwood Group also took precautions and played the new card of "War Horse".
In this group of "spoilers", the pulsating figure is particularly eye-catching. The "SARS incident" in 2003 spawned a number of nutrient drinks with vitamin supplementation effects to rise rapidly, Danone Pulse, Wahaha Activation, Nongfu Spring Scream are among them, Pulse sales that year were about 700 million yuan, activation sales reached 300 million yuan. Since then, Pulse has taken the lead, and from 2013 to 2015, Pulse's terminal retail sales in China were 6.7 billion yuan, 8.6 billion yuan and 9.8 billion yuan, respectively, while the screams in the same period were only about 2.35 billion yuan (2014 data). However, after 2016, the pulsating rudder encountered some bumps, and Danone also began to work on the directional adjustment of this big single product, launching a bottled pulsating energy that emphasized "functionalization" in 2017, and directly broke into the field of Red Bull in 2018, and the canned blazing energy positioned as an "energy drink" was fully paved, and two tens of billions of large items ushered in positive competition.
Plant drinks
Herbal tea is the way, cold and warm self-knowledge
In the development process of plant beverages, there are many explosive products such as Wellcome's "grain grain force" and Yanjing's "Kowloon Zhai", but from the overall point of view, herbal tea drinks are undoubtedly the main veins that promote the rapid growth of the category.
In 1992, Yangcheng Pharmaceutical Factory began to produce canned Wang Laoji herbal tea, and in the same year, the joint-stock system was transformed into Yangcheng Pharmaceutical, which was the beginning of China's packaged herbal tea beverages, so that herbal tea drinks had the basis for large-scale industrial production. In 1995, Yangcheng Pharmaceutical signed a contract with Hongdao Group, which obtained the operating right of Red Can King Laoji, and Jiaduobao Group was established in the same year, becoming the main body operating Red Can King Laoji.
In 1996, Guangzhou Pharmaceutical Group was established, and Wang Laoji trademark and other intangible assets were held by it; in 1999, JDB Group set up its first production base in Chang'an Town, Dongguan City, Guangdong Province in the form of Hong Kong capital; in 2000, Hongdao Group signed a trademark license main contract with Guangzhou Pharmaceutical Group, extending the trademark use period to 2010. At this stage, the annual sales of Red Can King Laoji have always hovered around 100 million yuan, and the sales scope is limited to Liangguang, Zhejiang, Fujian and other regions.
In 2003, Guangdong herbal tea was included in the list of drugs for the prevention and treatment of SARS, and Chen Hongdao, chairman of Jiaduobao Group, seized this opportunity to layout the country, and the widely circulated advertising slogan of "afraid of fire and drinking Wang Laoji" was also born in this year. It is reported that as of May 9, 2012, JDB and its affiliates used the slogan "Afraid of Fire and Drink Wang Laoji" to promote the total amount of various media advertising expenses of its red can herbal tea of more than 3.85 billion yuan.
In May 2008, after the Wenchuan earthquake, the whole country was grieving, and Chen Hongdao donated 100 million yuan in the name of JIADUOBAO Group, which once again made Wang Laoji famous. According to some data, from 2003 to 2008, Wang Laoji's sales were 600 million yuan, 1.43 billion yuan, 2.5 billion yuan, 4 billion yuan, 9 billion yuan and 12 billion yuan, completely transforming from a local specialty drink in a remote corner to a national national beverage.
In 2012, Guangzhou Pharmaceutical Group officially recovered the right to use wang Laoji's trademark, and Jiaduobao Group launched its own herbal tea brand "Jiaduobao", and since then, lawsuits and disputes between the two have continued, and Jiaduobao has frequently lost lawsuits. In 2017, COFCO Packaging, a subsidiary of COFCO, invested 2 billion yuan in Qingyuan Jiaduobao, and Jiaduobao, which was strongly supported, also recently took up a new leadership team and announced that it would seek listing within three years.
For more than 20 years, under wang laoji's road to the mountain, the herbal tea market has also ushered in more and more entrants, but the situation is different: around 2004, Want Want's old weng herbal tea has been experimentally launched, and in 2012, it officially entered the market in a big way, and then gradually faded out of the market and only sold in specific areas; in 2007, Dali Foods' and its current listing, in 2017 sales reached 2.5 billion yuan, ranking third in the category; in the same year, Xiangxue Pharmaceutical launched Shangqing herbal tea. The target revenue within five years is 2 billion yuan, but in fact, the annual sales volume fell from 13.9667 million cans in 2007 to 3.3219 million cans in 2009, and by 2010, the net loss was 26.7 million yuan, which has been discontinued; bawang Group, known as the "Family of Chinese Medicine", launched herbal tea products in 2010, with revenue of 167 million yuan in 2011, but plummeted to 17.583 million yuan in 2012, and only 790,000 yuan in the first half of 2013, and announced the cutting of herbal tea business in the second half of the year Tongrentang herbal tea began to lay out in July 2015, with sales of more than 80 million yuan in half a year, and the cumulative amount of intention to sign during the spring sugar period in 2016 was as high as 300 million yuan... I have to say that although herbal tea is good, not everyone can share a piece of the pie.