Sanxiang Metropolis Daily, February 27 (All-media reporter Huang Yaping intern Tan Huijie) Babies drink natural water, weak alkali glacier water... As the market continues to subdivide, more and more high-end water begins to appear in the field of consumer vision, and the price is 3-10 times that of ordinary water. Recently, Yibao launched a high-end water, making it directly step from the "2 yuan area" of mineral water to the "10 yuan area". On February 27, a survey by Sanxiang Metropolis Daily found that in the past 6 months, many beverage brands have also announced their involvement in the high-end water market in order to enhance brand tone and enrich product structure. This also makes the battle for the high-end water market continue to heat up.
(Consumers are shopping for drinking water in a supermarket in Changsha on Feb. 27.) Intern Tan Huijie photo)
【Dynamic】
The brand enriches the product structure and frequently pushes "high-end water"
Judging from the concept poster spread on the Internet, the high-end water launched by Yibao adopts a glass bottle with a simple design style, which has the posture of directly calling out the competitor Nongfu Spring.
According to the incomplete statistics of the Sanxiang Metropolis Daily reporter, before Yibao, which sits firmly on the second throne of drinking water, opened the "second battlefield", there have been food and beverage giants such as Danone, Nestle, Coca-Cola, Pepsico and brands such as Nongfu Spring, Baishi Mountain, Reignwood Group, Wahaha, Laoshan and other brands announced their involvement in the high-end water market in order to enhance brand tone and enrich the product structure.
For example, in April 2021, Nongfu Spring announced the launch of the natural mineral water brand "Changbai snow", which continued to exert efforts in the subdivision of glass bottle mineral water springs in addition to the 3 yuan mineral water of Baisheng Mountain. The emerging brand Yuanqi Forest launched the mineral water brand "Youmine", which has been distributed in many chain convenience store channels across the country. COFCO Yuehuo launched the "Yuehuo Emeishan" natural mineral water, and strives to bring the new mineral water of Emeishan's high-quality water source to the market, and make the new product a new choice for healthy drinking water.
【Market】
Playing concept cards, the price is 3-10 times that of ordinary water
On February 27, a reporter from Sanxiang Metropolis Daily visited a number of large supermarkets in Changsha and found that many of the packaged drinking water displayed on the shelves were sold under the concepts of natural, weak alkali, low sodium, and rich in natural minerals. Its specifications are between 250ml and 750ml, and the price is generally high, ranging from 6.5 yuan to 29.9 yuan.
At the BBK Changsha Huiju store, more than a dozen brands of drinking water are on the shelves. In addition to the common plastic bottled drinking water such as Nongfu Spring, there is no shortage of new faces such as Evian, Chiona, and Puna who use bags and glass bottles. In hema fresh sunshine 100 store, there are 16 kinds of mineral water with a retail price of more than 2 yuan a bottle, accounting for 88.9% of the aquatic products on the shelves, and 19.9 yuan Evian natural mineral water, the retail price is almost 10 times the retail price of ordinary mineral water in convenience stores.
"Although a 4L bottle of Wuyishan tea is 15 yuan a barrel, the bottle label is clearly marked with the words 'for making tea', and the quality of the tea soup is better." Mr. Liao, a Changsha citizen who has long used a brand of barreled "tea making water", said that tea friends and he are very concerned about the water source of tea, "friends come to the house as guests, do not use the grade of water to make tea, are a little embarrassed." ”
【Observation】
While competing with water sources, it is also necessary to establish a channel "moat"
Nowadays, the indispensable water in life has become the most profitable drink. According to data released by data analysis company Nielsen, the growth rate of high-end water in the Chinese market is as high as 46%-50%; it is conservatively estimated that the capacity of China's high-end water market will not be less than 10 billion yuan in the next few years.
"When citizens buy high-end water, they are not only paying for high-quality water and health, but also paying for the 'expensive' story behind the product." Yin Yuanyuan, deputy dean of the School of Economics and Trade of Hunan Technology and Business University, pointed out that the new generation of consumer groups pursues the combination of personality and quality, "shaping the brand image through the linkage of brand culture and marketing is the key to the future brand to occupy the market." ”
In view of the dazzling high-end water on the market, industry insiders also pointed out that from the perspective of health demand, the competition for water sources is considered by enterprises to be the winner and loser of the current high-end water market, but the solidity of the channel moat sometimes depends on the determination of major opponents and new competitors, "and how good the water sources introduced from the Swiss Alps, Norway, and the Veneto district of Italy are still unknown, and consumers do not have to pursue high-end water too much." ”