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#Compound Seasoning 8# Lyochetyra 2
Competition in the beverage industry is much fiercer than in the condiment industry.
In 2018, the still unknown Yuanqi Forest opened up a new battlefield represented by "0 sugar, 0 fat and 0 calories" - the launch of Yuanqi Forest Sparkling Water. As this single product began to sweep the entire beverage industry, it helped Yuanqi Forest to earn more than 2 billion yuan in revenue in 2020 and set a grand goal of exceeding 7.5 billion yuan in sales in 2021.
Returning to the condiment industry, there is also a subdivision that rises as rapidly as sparkling water - lyso vinegar juice. But in this field, no brand has shown the brand mentality of "sparkling water is the vitality forest", and in the future, can this category grow into a bubble water-like blockbuster?
The red path is similar
Vinaigrette, also known as red vinaigrette, is one of the ingredients of various salads in Western food, which belongs to a compound seasoning, and unlike sparkling water, lyrothenic juice is more in the form of personal production, and the degree of industrialization is low.
Vinaigrette, like sparkling water, is nothing new, although it has been around for a long time, but the real "out of the circle" is only a matter of the past two years, and behind the successful "out of the circle" of the two, there are also many similarities.
First of all, the user group is similar, yuanqi forest sparkling water mainly "0 sugar 0 fat 0 card", and the current industrialized lyogreek juice itself has the characteristics of low fat / zero fat, low calorie, etc., most of them are mainly "0 fat 0 sucrose or low card", obviously, the users of both are mainly concentrated in the population with strict requirements for calorie intake, especially the more pursuit of healthy and convenient young consumer groups.
With target users, there is room and soil for category growth. The "Light Food Consumption Big Data Report" shows that in 2019, in the light food consumption, the post-90s consumers accounted for more than 62%, the post-80s accounted for 26%, and the women accounted for more than 70%; the number of searches for the four keywords of light food, fat-reducing meals, weight loss meals, and healthy meals increased by 235.8%, 200.6%, 186.4%, and 116.0% respectively in 2018. According to the data of another major takeaway platform, Ele.me, in 2019, the national light food salad consumption increased by 63%, the order volume increased by 61%, the number of consumers increased by 39%, and light food became a consumption trend.
The second is that the popular path is similar. Vinaigrette, like Yuanqi Forest sparkling water, is a closed loop from "planting grass" to "pulling grass" through Internet media.
For Yuanqi Forest, Tang Binsen continued his successful playing style when making games: "Dare to spend 1.8 billion yuan to advertise when creating 2 billion revenue", from "two micro and one shake" to Kuaishou and Xiaohongshu, from elevator advertisements, street advertisements to the title B station New Year's Eve party, as long as young people gather on the media platform, you can always see the figure of Yuanqi Forest sparkling water;
In contrast, the oil and vinegar juice is not driven by a single brand, although Baili, Yunshan Ban, Bandong and other brands are currently in the front, but far from being able to equate with the oil and vinegar juice industry status. However, on major communication platforms, there are still many contents of lyrosotherapy, such as the Little Red Book platform alone, there are more than 40,000 notes related to lysophilic juice.
However, unlike sparkling water, the popularity of vinaigrette has another major driver: the epidemic. Especially under the impetus of the "home economy" during the epidemic, consumers who lack exercise and advocate health have begun to seek a more "light" way of eating, which is also the main reason for promoting oil and vinegar juice from "behind the scenes" to "in front of the stage". For example, under the epidemic situation, Yunshan Semi-keenly sees that the proportion of consumers' online shopping is gradually expanding, so it quickly links with Jingdong Supermarket, so that Yunshan Semi-rapidly grows into one of the brands with rapid growth in Jingdong Supermarket and the leading sales volume of light food seasoning categories, and in 2020, it will achieve sales growth of more than 11 times year-on-year in Jingdong Supermarket.
Still a niche product
Unlike sparkling water, lygo vinaigrette is relatively small compared to large condiment categories such as soy sauce and vinegar, and the consumer group of lyroso vinegar juice is small, and it still belongs to the typical niche condiments, but this does not affect its becoming a popular category.
On the JD.com platform alone, with "oil and vinegar juice" as the keyword, there are 27,000+ products, although far lower than the 170,000+ products of soy sauce, but far more than the 26,000+ products of cooking wine and 21,000+ products of oyster sauce.
Specific to the brand, the vinaigrette brands ranked by sales in Jingdong Mall are Baili (Berry), Yunshan Ban, Jiuweijia, Jidley, Sauce Ichimura, Marusaki, Bandong, Pastoralism, Huachang, Limin, Unicorn, Zhenweifang... Among them, the number of comments such as Baili and Unshan Ban has exceeded 200,000+, Bandong has exceeded 100,000+, Jiuweijia, Jideli, Maruzaki, etc. have also exceeded 50,000+, many brands are above 10,000, and the praise rate is above 95%. In April this year, with the help of vinaigrette products, Yunshan Ban and Baili brands ranked 12th and 15th respectively in the sales ranking of Jingdong Condiments in April.
Different from sparkling water, today's sparkling water market has long been a giant, such as Danone, Nongfu Spring, etc., basically consumers are familiar with the brand layout in this field.
The vinaigrette is different, in addition to Baili, the brand that domestic consumers are more familiar with in this field is Hengshun Vinegar Industry, and in May this year, the domestic vinegar giant Hengshun Vinegar Industry officially released a new product of oil and vinegar juice. There are five varieties of original vinaigrette, kumquat vinaigrette, passion fruit vinaigrette, vine pepper vinaigrette, olive oil vinegar juice, the product also promotes the "light fashion, 0 fat concept", the combination (2 bottles * 280ml) retail price of 33.8 yuan.
Among the many vinaigreek brands, Baili is a relatively early in the field of intensive cultivation condiments, but before Baili mainly focused on salad juice, salad dressing, flavor sauce and other categories, but these categories relative to the domestic market, there are greater limitations, but also face the squeeze of giants, in contrast, oil and vinegar juice is likely to become an important breakthrough for Baili to break these barriers, if Baili can take this out of the circle smoothly, it will also become a classic case of relying on small categories to break through.
Vinaigrette "out of the loop" behind
Halfway through this year, whether Yuanqi Forest can achieve 7.5 billion sales is still full of question marks, but for the oil and vinegar juice, it may have just begun.
From the price point of view, the price of vinaigrette is mainly concentrated in 15 yuan (200-300ml / bottle), obviously, for the condiment industry, in addition to the cost of sales, the gross profit of the product is not low, perhaps this is also an important reason for the layout of major enterprises.
As we mentioned earlier, a large reason behind the popularity of lysotherapy juice is because of the epidemic, and now that the domestic epidemic has been controlled, then the lygo vinegar juice will return to the conventional market competition, which also puts forward a new test for the entire category.
First of all, frankly speaking, the entire vinaigrette category lacks a faucet drive. In the field of condiments, the faucet is an important promoter to promote the progress of the industry, such as Haitian of soy sauce, Hengshun of vinegar, Taitaile of chicken essence, Yihai International and Tianwei of hot pot base, which is also an important reason why oil and vinegar juice, although it has a long history, still belongs to a small category.
In addition, at present, the oil and vinegar juice is mainly based on emerging channels such as e-commerce as the consumer purchase path, and has not yet expanded offline. If you want to make the entire category track bigger, then the return to the offline is one of the pain points that must be faced, and the time, capital and other costs of returning to the offline market are relatively high, and they are currently facing the embarrassing situation of "no money to do, and those who have money have not yet been involved in the field".
Secondly, users, although the oil and vinegar juice has a large user base in the young consumer group, it is still far from enough, and the work of consumer cultivation still has a long way to go.
From the perspective of product attributes, lyrothenic juice as a compound seasoning, due to different tastes of different product costs are also different, although it has the characteristics of low fat / zero fat, low calories, etc., catering to the current healthy development trend, however, ylang vinaigrette is also generally facing the phenomenon of excessive salt (sodium) content, which is obviously contrary to the mainstream consumer groups of oleoal vinegar juice to pursue healthy diet needs.
Now, most of the field of oil and vinegar juice is based on small and medium-sized enterprises or innovative brands, and the category and other categories of condiments, for condiments large enterprises, the threshold of entry is not high, to more and more Hengshun vinegar industry such a large brand to enter, the existing small and medium-sized enterprises or brands although enjoy the existing dividends, but if not to establish brand and product barriers, the future may not have the strength to resist at all.
As we all know, on the condiment track, there is no shortage of products at all, whether it is Yuanqi Forest or oil and vinegar juice, in addition to caring about the future sales changes of these categories, seasoning people should perhaps be more concerned about the trend changes of why these categories are popular, because it reflects the real demand for products in different eras, different environments, and different consumption backgrounds.
In the future, who can lead the oil and vinegar juice category? Only wait for time and consumers to give us answers.