The explosion of the electrolyte water market has attracted many brands to enter the market. Recently, Master Kong Beverage announced its first entry into the functional drink market, and its "Infinite Electricity" electrolyte water was launched.
In fact, in the past two years, the electrolyte water market has continued to rise, and since April this year, it has ushered in a big explosion, including Danone, Jianlibao, Nestle and other brands are also increasing the size of electrolyte water (drinks). Master Kong cut in as a dark horse this time, can he win and get a piece of the pie quickly?
The "three forces" are in unison
Master Kong drinks entered the game strongly
Zhu Danpeng, an analyst of China's food industry, once analyzed, "The competition point of the entire category will mainly focus on three aspects: product power, brand power and channel power, which will determine the important direction of sustainable development of different enterprises in this category." In these three aspects, Master Kong has an innate leading edge.
In terms of "product power", the strongest breakthrough of Master Kong's "Infinite Electricity" electrolyte water is "not only hydration, but also electrolytes + vitamins". On the one hand, through the scientific electrolyte ratio, the content of sodium and potassium ions is close to the composition of sweat lost by the human body, which can effectively replenish water and electricity. On the other hand, with the blessing of double vitamins, double effect, unlimited power. In addition, real natural fruit juices are specially added, and the lychee flavor and grapefruit flavor are refreshing and delicious.
Therefore, once the "Infinite Electricity" electrolyte water was launched, it attracted the attention of many consumers. "Hydration and electricity, as well as vitamins, full of health", "Master Kong is still amazing, directly 'one call, unlimited electricity'." "Master Kong doesn't make a move, he doesn't make a shot, and as soon as he makes a move, he will come big".
In terms of "brand power", Master Kong has been deeply involved in the FMCG market for more than 30 years, and the penetration rate of the brand in the soft drink industry ranks first in the industry, fully demonstrating Master Kong's core penetration ability and resilience. It can be said that the three words "Master Kong" have made the best brand endorsement for the hot sales of "Infinite Electricity" electrolyte water.
As far as "channel power" is concerned, Master Kong's sales network is all over the country, with strong channel control, and the company's new product distribution speed and market feedback speed are fast, which can help new products land on the market quickly and effectively.
At present, Master Kong's new "Infinite Electricity" electrolyte water products have been launched online and offline in the official flagship stores of Taobao, Jingdong and other e-commerce platforms, and it is expected to be fully rolled out offline after May Day. Some netizens commented, "With Master Kong's super channel power, this wave is stable."
The "Scene Circle" breaks through
Deep link young people
According to data from the Tmall New Product Innovation Center, cutting-edge white-collar workers, senior middle-class and Generation Z are the core consumers of electrolyte drinks, accounting for 59% of consumers. In addition, with the rise of the "she economy", electrolyte drinks have also captured many female consumers, and there are many female consumers who spontaneously recommend electrolyte drinks on social platforms.
On the one hand, Master Kong's "Infinite Electricity" electrolyte water accurately grasps the pain points of young people in daily hydration, and meets their needs for hydration, health and efficiency. On the other hand, "Infinite Electricity" electrolyte water also brings consumers full of vitality, health and trendy emotional value.
In order to deeply link young people, Master Kong's "Infinite Electricity" Electrolyte Water focuses on the "diversification" and "daily life" of the scene, and expands channels and reaches multi-dimensional in daily scenes such as outdoor play, study and work, and e-sports games that frequently appear among young people. Because Master Kong knows that only when the consumption scene is daily, there is a possibility of fission growth in the scale of the category.
Full category layout
Promote the expansion of the electrolyte water track
Benefiting from the functional trend of consumption, electrolyte water has become a new outlet and growth engine for the beverage market. According to the "2023 China Electrolyte Beverage Industry Market Insight Report", the market size of electrolyte beverages in mainland China will reach 2.7 billion yuan in 2022, with a synchronous growth rate of 50%, and the market size is expected to increase rapidly to 7 billion yuan in 2023.
Source: Euromonitor Market Intelligence
The market size is forward-looking, and the above channels are calculated
According to data from e-commerce platforms, since November 2023, the sales volume of electrolyte drinks has increased by 150% year-on-year, which is unprecedented. A search for "electrolyte drink" on an e-commerce platform yielded more than 1 million sales reviews for related products.
This time, Master Kong has made efforts in the electrolyte water category, and the layout in the field of functional beverages also marks the improvement of the structure of Master Kong's beverage category, and also shows that Master Kong Beverage is striving to expand more market segments and achieve performance in high-growth categories.
The birth of a 10 billion yuan explosive product stems from opening the ceiling on the high-quality track, and the comprehensive strength drives continuous growth. Industry insiders believe that Master Kong's entry into the market is bound to accelerate the continued expansion of the functional beverage market space. "The electrolyte track is really getting more and more intense, there is no way, one of the hottest categories in the entire sports drink category, let's see if Master Kong can be promoted to the hit as scheduled!"
epilogue
Although the electrolyte water market has developed rapidly, attracting many FMCG industry giants and cross-border brands, it is still a "small and beautiful" category compared to the entire beverage industry.
A new generation of brands like Master Kong's "Infinite Electric" Electrolyte Water will have more opportunities to be seen by consumers and have a greater possibility to achieve market breakthroughs if they can seize the opportunities of emerging or segmented consumer groups, category iteration opportunities, and adapt to channel changes. In the future, this 10 billion yuan track may give birth to a number of high-quality brands and 10 billion single products to share the growth of the industry.