Bubble herbal tea subverts the two pleasures, not alarmism.
Recently, he who has been silent for a long time has launched a bubble herbal tea, which is the biggest action of he and its herbal tea in recent years.
In 2007, Dali Foods launched and its positive herbal tea. In 2008, under the ming words of Chen Daoming, with the advertising slogan of "clear fire, be a person wants the atmosphere", and its PET "big bottle", aiming at consumption scenarios such as parties and banquets, it occupied a place in the fierce market competition, with an annual income of more than 3 billion yuan.
But as wang laoji and Jiaduobao's competition intensifies and invests, and they are being marginalized, their incomes have declined somewhat.
After Wang Laoji took the lead in the dispute with Jiaduobao, he continued to innovate and launch aerosol products such as Wang Laoji Coke and explosive ice herbal tea. But at that time, sparkling drinks did not become mainstream, so these two products failed to become explosives.
Industry insiders believe that "the herbal tea category has been brilliant, but due to the dispute between Wang Laoji and Jiaduobao, it has led to both sides, and product innovation and market scale growth are far less than those of sparkling water, functional drinks and other categories." Making efforts in the field of bubbles shows that herbal tea companies have recovered and tried to improve to better adapt to the tastes of young people. It is worth noting that in terms of ingredients, herbal tea conforms to the trend of health, and related companies have advantages in supply chain, channels, brands, etc., and are the most likely categories to subvert liangle.
<h1 class="pgc-h-arrow-right" data-track="9" > "bubble" to restart the herbal tea industry</h1>
Herbal tea is cold, but bubble drinks are in full swing.
And it is combining the two categories to launch bubble herbal tea, bringing new ideas for development. This may drive a new round of iteration and growth of the herbal tea market and restart the herbal tea industry.
In the Jiaduobao period, Wang Laoji had a highlight moment of more than 20 billion yuan, and its brand sales as the third also reached billions of yuan, and the industry scale also reached tens of billions of yuan. However, in recent years, the development of herbal tea has encountered bottlenecks. The data shows that from 2011 to 2015, the average annual compound growth rate of China's herbal tea market was 12.34%; after 2016, the growth rate of market size fell to single digits. In 2017, the scale of China's herbal tea market was about 57.8 billion yuan, an increase of only 9.1% over last year. Brands such as Shangqing herbal tea, Taiji herbal tea, and Guizhou Bailing's Huotuo have gradually been eliminated by the market.
There are many reasons why herbal tea becomes cool, among which the functional positioning of traditional herbal tea, as well as scene positioning, limits the development of herbal tea. "Afraid of fire and drinking Wang Laoji", is the most well-known slogan of herbal tea drinks, making herbal tea the best match for hot pot and other dining scenes. However, the herbal tea market is being robbed of business by emerging beverages, and the consumption scene of herbal tea is relatively single, mainly concentrated in catering hot pot restaurants, which limits the consumption of herbal tea in office, sports and other scenes.
In addition, although the traditional red can packaging of herbal tea is "Xixing", it is solidified as a holiday gift, with a clear off-peak season and an aging brand image.
However, in the industry's view, the main reason for the "cool" tea market is the dispute between Jiaduobao and Wang Laoji.
The lawsuit between the two sides has not been conclusive since 2010. More than a decade ago, Jiaduobao was affected by the lawsuit and experienced the stages of red cans for gold cans, advertising slogans for gold cans, and gold tanks for red cans, resulting in problems such as layoffs, reforms, broken cans, and broken funds. Initially, Wang Laoji had an advantage in the lawsuit, and in 2018, he also launched new products to find growth points, including aqueous herbal tea, but the time was not ripe. Wang Laoji turned to the thorn lemon ji and licensing business. However, the volume of the gill is only 500 million yuan, and the authorization dilutes the brand power.
The herbal tea market needs to break through innovation, and it is becoming the most stable enterprise in the field of herbal tea, and innovation is indispensable. Industry insiders believe that "he is launching new herbal tea products, while expanding the growth space of herbal tea categories, it has also opened up a new track for the industry." Bubble drinks fit the new trend of the market demand for sparkling water, which will greatly promote the expansion of the herbal tea market space. ”
It is understood that it is brewing herbal tea with its positive air, aiming at the young people. The new product adds carbon dioxide, changes the taste of traditional herbal tea, but also retains the effect of its positive herbal tea, selected plant raw materials, three flowers and three grasses and one leaf, the unique Chinese herbal medicine is boiled and extracted patented technology, using Chinese herbal raw material production line on-site boiling, extraction and filling process, to the greatest extent to ensure the nutritional composition of raw materials.
<h1 class="pgc-h-arrow-right" data-track="43" > subvert Coke, only herbal tea also</h1>
And it is having a bigger goal.
And its positive aspect, the purpose of launching bubble herbal tea is to benchmark cola in terms of taste, to meet the young consumer group's love for the refreshing taste of carbonated drinks, and at the same time, as a bubble drink, it also fits the new trend of the market demand for sparkling water. In the future, it will also fit the trend of market health and launch new herbal teas.
In recent decades, many products have been benchmarking the "two pleasures", although there are products that cannibalize their markets, but it is difficult to have subversives. There is a saying in the industry: "Now all beverage cutting is the market of two pleasures, but there is still no subversion of two music."
Looking at the Chinese beverage market, in the early days of reform and opening up, Coca-Cola and PepsiCo entered China and ransacked the original Chinese soda brands. Jianlibao, as the "divine water", has also almost disappeared. In the first two decades of the 21st century, with the awakening of the domestic beverage industry and consumption upgrades, domestic beverage brands gradually developed, and brands such as Wahaha, Nongfu Spring, Yibao, Red Bull, Jiaduobao, and Wang Laoji became mainstream products.
Wahaha's overall volume exceeded 70 billion yuan. Wang Laoji and China's Red Bull also reached 20 billion yuan. Wahaha is very Coke to play the "Chinese their own Coke" signboard, the market share of second- and third-tier cities once reached 30%. The drinking water income of Nongfu Spring also exceeds 10 billion yuan. The Yuanqi Forest sprang up and captured the heart and stomach of the young man.
However, the above products have not got rid of the genes of Western beverages, and it is difficult to make a breakthrough and subvert the existing status of "two pleasures".
According to the data, at present, Coca-Cola's annual revenue is 40 billion to 50 billion yuan, and PepsiCo's revenue in China is about 20 billion yuan, which still occupies the head of the beverage.
The only category that could subvert the "two pleasures" is herbal tea.
From the ingredients, herbal tea ingredients are the simplest and healthiest. Take, for example, with its positive bubble herbal tea, only water, white sugar, fairy grass, frangipani, summer dry grass, cloth residue leaves, licorice, honeysuckle, chrysanthemum and carbon dioxide.
The ingredients of Liangle's products are many additives and flavorings.
It is worth noting that bubble herbal tea is not different from carbonated drinks, and the non-phosphoric acid bubble taste is stronger and healthier. Traditional carbonated drinks, because the addition of phosphoric acid for a long time will cause the loss of calcium in the body, resulting in health problems such as osteoporosis. And its positive bubble herbal tea bubble process, no need to add phosphoric acid, but also to meet the consumer drinking refreshing taste.
At the level of enterprise hard power, Dali Food has laid out 18 factories, 5779 distributors, and 2.5 million sales terminals in the country to form a huge and flat sales channel, sinking to reach nearly 3,000 county-level markets across the country. At present, there are 13 Chinese companies whose products can cover more than 100 million urban households, and Dali Foods is one of them. The penetration rate of Wang Laoji and Jiaduobao is also very high, more than 80%, no less than Coca-Cola and Pepsi.
In terms of soft power, herbal tea is a unique product in China. Generation Z consumers recognize that there is no gap between Chinese product brands and international brands, and their awareness of the national tide is stronger. Moreover, JDB is also speeding up the listing, and uses the right to use the red can, gradually getting out of the trouble of disputes. Wang Laoji relies on the state-owned background of Guangzhou Pharmaceutical Group to occupy the mainstream market.
Of course, there is a distance between possibility and necessity. This requires making up the gap with Qizheng, Jiaduobao and Wang Laoji. First of all, he turned Gange into a jade vessel and realized the reconciliation of Jiaduobao and Wang Laoji. Accelerate the innovation and development of bubble herbal tea, launch more flavors and packaging, and lay out in multi-product, multi-brand, multi-channel, multi-scene and multi-consumer groups.
Herbal tea has become the first category of Chinese beverages, which is a symbol of the revival of China's beverage industry.