Fresh orange more employ Wang Yuan endorsement brand whether reunification can return to the C position of the juice market

The bright oranges, which are famous for "how C, how beautiful", have used young "post-90s" spokespersons. On April 11, the relevant person in charge of the unified enterprise said in an interview with the Beijing Business Daily reporter that as a brand that has been operating as a unified enterprise for 20 years, Fresh Orange has signed a contract with Wang Yuan, a member of the popular teen idol group TFBOYS, as a new spokesperson, in order to further expand the consumer group after 95 and 00, so that the brand continues to maintain its youthful vitality.

In the view of industry insiders, the unified juice sector has a continuous downward trend, the main reason is still the aging of the brand and products, inviting popular traffic stars to endorse the brand, is only the icing on the cake, unified fresh orange can not save the performance decline, back to the C position of the juice market, still need the test of the market.

Enable new spokespersons

The Beijing Business Daily reporter saw on the official Weibo of the unification of fresh oranges that the poster endorsed by Wang Yuan has been placed at the top, and the poster appears "Unified fresh oranges have the same belief as Wang Yuan, and also pursue breakthroughs." The newly listed unified fresh oranges are more, and each bottle is equivalent to 3.5 sunshine fresh oranges of dietary fiber." At present, in order to maximize the endorsement effect, the unified fresh orange multi-day countdown poster warms up for the news that Wang Yuan has become a brand spokesperson.

The relevant person in charge of the unification said that the fresh orange multi-brand is a brand that has been operating for 20 years, once occupied the largest share in the juice market, has a wide user base and can withstand the test of product strength, and has always been the key brand of the unified enterprise. Fresh orange and Wang Yuan are basically the same age, and there are many resonance points between the two, hoping to become an emotional link with fans and users in the future brand communication."

It is understood that fresh orange has invited a number of celebrities to endorse it. On May 31, 2012, Unity Orange invited Korean stars Jang Geun-suk and Park Min-young as the latest spokespersons of the Unity Orange Brand and launched a new listing. On May 13, 2015, at the same time as the launch of the new product "Orange Plus and Smoothie ICE", Unified Fresh Orange Duo also announced the news that Song Joong Ki endorsed Fresh Orange Duo. Song Joong-ki was also awarded the spokesperson for the "Chief Pretty Officer".

"Fresh orange more replacement of new spokespersons is to serve the market positioning of their own products." Wang Yuan is an idol of the younger generation, in line with the bright orange sunshine and beautiful positioning. Yao Liming, director of the China Commercial Economic Research Center, believes.

The juice market is frustrated

Although the traffic effect brought by Wang Yuan cannot be ignored, in the eyes of the industry, fresh oranges as an important source of income for unified enterprises, the continuous decline in performance makes unified enterprises feel helpless, and the use of new spokespersons is more to seize the hearts of young people and bring about performance growth.

Data show that in 2017, China's juice retail sales volume was 13.6 billion liters, an increase year-on-year. In 2018, the retail volume of juice will further grow, will exceed 14 billion liters. In terms of retail sales, it is expected that the national fruit juice retail sales will reach 107.1 billion yuan in 2018.

However, in the face of the increase in industry output and revenue, the juice business of unified enterprises has been declining continuously. In 2016, the revenue of Unified Juice reached 2.5 billion yuan, and the market share of juice reached 13.6%, maintaining the second place in the market. Revenue in 2017 fell to 2.039 billion yuan, a decrease of 18.44%. In 2018, The unified juice fell again, with revenue of only 1.723 billion yuan, a sharp decrease of 300 million yuan year-on-year, a decrease of 15.5%.

Yao Liming believes that the main reason for the decline in revenue of the unified juice business is that the market is segmented. Fresh oranges have been more than 20 years of brand, the same taste of juice drinks a lot, consumer choices are also more, fresh orange flavor is easy to be replaced, long-term non-innovation, the market is diverted is inevitable. "Fresh oranges are not like Coke drinks, in addition to Coca-Cola, Pepsi, other cola drinks that have appeared, the taste is difficult to compare with the two major brands." Yao Liming stressed.

It is worth noting that the 2018 financial report released by food giant Master Kong shows that the revenue in 2018 reached 60.686 billion yuan, compared with the revenue of 21.772 billion yuan in the whole year of unified 2018, Master Kong's revenue scale is almost 3 times that of the latter, and the gap is significant. In the beverage market, Master Kong achieved revenue of 35.313 billion yuan, while Unification achieved revenue of 12.619 billion yuan.

Shen Meng, director of Chanson Capital, said that fresh oranges, as the star products of the juice beverage market for many years, still have a certain market space, but due to the lack of innovation in the beverage field, only rely on the star effect to make up for the shortcomings in the young market.

Make up for the shortcomings of the beverage market

In fact, with the upgrading of consumption, consumers' choice of drinks is becoming more and more healthy, coupled with the rise of NFC juice (non-concentrated reduced juice), squeezing the traditional juice industry. How to adapt to new consumer demand and make the brand younger is a problem that juice beverage manufacturers need to solve.

In the unified beverage product composition, tea has always been the main product, in 2018, the revenue reached 5.943 billion yuan, an increase of 2% year-on-year, while fruit juice beverages became the only category to decline, dragging down the performance of unified beverages.

At present, in the juice beverage market, Weiquan focuses on the concept of 100% pure juice, and the market share remains the first; Nongfu Spring has also launched NFC juice; Huiyuan still maintains a large market share. There are as many as 40 unified brands, including nearly 20 beverage brands such as tea, drinking water, and fruit juice, and consumers are familiar with only iced black tea, fresh orange, Assam milk tea and small tea students. Although the unified enterprise has successively launched fruit and vegetable drinks such as "Yuan Qi Awakening" in recent years, the main business is still focused on the two major brands of unified fresh orange and sea words.

Industry analysts believe that Master Kong's performance growth has benefited from the transformation of Internet marketing and fan marketing in the beverage market. In contrast, unification is slightly inferior in fan marketing, and products and brands are not accurately grafted with consumers.

It is understood that in the first half of last year, Master Kong became the industry sponsor of the popular program "Creation 101", which ran the spirit of "burning" of 101 girls with the annual brand theme "Burning Pain", and the spokesperson Li Yuchun gathered the "Burning Team" to extend the burning momentum to the NBA arena. In addition, Master Kong Hanyangquan launched marketing initiatives such as Yi Qianxi and Wang Yibo, the new generation of spokespersons, and successfully established a bold and innovative young brand image.

In this regard, Yao Liming said that the unified fresh orange multi-brand has been sold for nearly 20 years, and under the new taste and new packaging that has not yet been updated, it is also a measure to save performance by mastering master Kang and inviting traffic stars. After the rejuvenation of fresh orange multi-brand and the adjustment and optimization of the entire product strategy, the competitive advantage of fresh orange will be further released, and it is expected to re-occupy the C position of juice drinks.

Beijing Business Daily reporter Li Zhenxing/Wen And photographed