#记录我的2024#在网红饮料市场上, Yuanqi Forest is undoubtedly a very famous enterprise, with zero calorie sparkling water Yuanqi Forest has been booming over the years, but just recently Yuanqi Forest launched cost-effective products has aroused heated discussions in the market, what should we think of this matter?
1. Yuanqi Forest has also begun to pursue cost-effectiveness?
According to a report by Jiemian News, Yuanqi Forest is still adding to the alien electrolyte product line.
Recently, a new product called "Alien WAVE" was launched on the Alien Tmall flagship store. This product is a flavored water drink with electrolytes and a light lemon flavor with a watery taste. From the perspective of product formula, more than 99% of the ingredients are water, as well as edible salt, drinks containing natural electrolytes, lemon extract, and no sugar substitutes are added.
In terms of pricing, the retail price of a single bottle of 600ml is 3 yuan. This is also the product that Yuanqi Forest emphasizes "cost-effective", compared with its unit price of about 5-6 yuan of sparkling water, electrolyte water, fiber tea, iced tea, Yuanqi free water and other products, the price is lower, and it has entered the mainstream price band of bottled drinks of 3-4 yuan.
Just some time ago, the topic of "3 yuan drinks are disappearing en masse" once sparked a discussion on social media. The main reason for the topic is the price increase of mainstream bottled beverages such as Master Kong iced black tea in 2023, such as the retail price of 500ml packaging from 3 yuan to 3.5 yuan. It was further discovered that mainstream beverage brands, including Pocari Water and Coca-Cola, have quietly raised their retail prices in recent years, and then lamented that "it is difficult to find drinks under 3 yuan anymore".
In fact, in addition to the price adjustment brought about by the rise in raw materials and transportation costs, the upgrading of innovative products such as sugar-free sparkling water, sugar-free tea, and fruit juice tea by various brands has also led to an increase in the price band of products, which is also the main reason for the public perception that "the more drinks are sold, the more expensive they are".
2. How to play the Genki Forest?
Yuanqi Forest, a health beverage brand that used to sell "0 sugar", "0 fat" and "0 calories", has recently begun to adjust its marketing strategy and launched more cost-effective sparkling water products. This move not only reflects the profound changes in the entire beverage consumption market, but also reveals the logic and gameplay of Yuanqi Forest itself.
First of all, in the past few years, the beverage consumption market has undergone a significant consumption upgrade, and consumers' demand for beverages has expanded from a single functional satisfaction to a diversified pursuit of quality, health, taste and brand image. Especially in the context of the improvement of health awareness, the emerging brands represented by Yuanqi Forest have successfully shaped the image of high-end sparkling water by virtue of the selling points of sugar-free, zero-calorie, natural and healthy, as well as the product packaging and unique taste with a strong sense of design, making the average selling price of sparkling water products reach about 5-6 yuan per bottle, which has become a relatively high-end product positioning in the market.
Second, the market is always evolving in a dynamic way. In recent years, a phenomenon known as "reverse consumption" has become popular, with consumers no longer blindly pursuing high-priced brands, but more rationally examining the true value of goods, and tending to choose products that are good value for money or even extremely cost-effective. This shift is particularly evident in beverage consumption, where consumers are not only concerned about the quality of the product itself, but also pay more attention to the reasonableness of the price. Under the influence of the uncertainty of the economic environment and the rising cost of living, the price sensitivity of the beverage market has been further enhanced, and cost-effectiveness has gradually become an important consideration for consumers' purchase decisions.
Third, the launch of products that pay more attention to cost performance is undoubtedly an in-depth adjustment and long-term layout of its market strategy. On the one hand, in the face of increasingly fierce market competition, Yuanqi Forest needs to consolidate and expand its market share, and attract a wider range of consumer groups, especially price-sensitive young consumers and family users, by lowering the pricing of some products into the mainstream price range of 3-4 yuan, so as to achieve continuous growth in sales;
Fourth, in the long run, Yuanqi Forest's pursuit of cost performance is not simply to reduce prices, but to reduce costs by optimizing supply chain management, improving production efficiency, and reducing marketing costs on the premise of ensuring product quality and brand commitment, so as to ensure that reasonable profit margins can still be maintained at lower prices. In addition, this also means that Yuanqi Forest may further enrich its product line, launch more levels of beverages at different price points to meet the needs of different consumer groups, and may seek refined operations in online and offline omni-channels to achieve higher market penetration and customer loyalty.
Yuanqi Forest's pursuit of cost-effective measures conforms to the changes in the current market consumption concept, and only by truly meeting the market demand and providing high-quality products with high cost performance can it be invincible in the rapidly changing beverage industry. At the same time, this strategy also reminds us that in today's consumer goods market environment, both start-up and established brands need to constantly innovate and change, and always adhere to the consumer-centric approach, in order to find their foothold and direction in the market competition.