The fire of "bubble +" drinks began to burn into the herbal tea world.
Recently, Heqi is launching a new product "and its positive bubble herbal tea", which in addition to using the unique Chinese herbal medicine fresh boiling extraction patented technology to process herbal tea, but also added non-phosphoric acid bubbles, hoping to reduce the fire and cool at the same time, to meet the young consumer group when drinking the pursuit of refreshing taste.
In addition, Heqizheng has recently launched a sugar-free herbal tea with the main theme of "0 sugar, 0 calories and 0 fat", retaining the authentic herbal tea formula and using a healthy sugar substitute program erythritol, hoping to meet consumer demand for healthy drinks.
It is not difficult to see from these actions that it is currently changing the market's perception of traditional herbal tea through product innovation, and trying to better communicate with young consumer groups such as post-95s and post-00s through innovation in herbal tea development.
Aim for the "Bubble +" new trend
According to Heqizheng's introduction, in order to retain the active ingredients of Chinese herbal medicine to a greater extent, this bubble herbal tea relies on the patented technology of fresh boiling extraction that it is exclusively owned by he, that is, it only takes 2 hours to clean and canned from the raw materials of Chinese herbal medicine, which is the only technology in the whole industry and qizheng can do it in such a short period of time. This product also inherits the excellent tradition of he and its herbal tea, and the raw materials are fresh and directly taken from the origin. And its layout of the country's top raw material supply chain, bringing together "three flowers, three grasses and one leaf" 7 kinds of high-quality raw materials, freshly collected in season. Fresh raw materials from cleaning to canned finished products in only 2 hours, greatly retaining the active ingredients of raw herbs in the product, the taste is more authentic.
The reason for choosing non-phosphoric acid bubbles, and its reason is to explain, because of the addition of phosphoric acid, long-term drinking will cause the loss of calcium in the body, resulting in health problems such as osteoporosis. The addition of phosphoric acid-free bubbles can not only avoid calcium loss, but also satisfy the consumer's stimulating taste when drinking.
And it is not surprising that it is setting its sights on the new trend of "bubble +".
As traditional carbonated beverages are gradually abandoned by most "health first" sophisticated consumers, they are still enthusiastic about drinks with a sparkling taste, making sparkling water in the past year.
2020 is also known as the year of sparkling water, according to the data of the Prospective Industry Research Institute, the overall market size of domestic sparkling water in 2019 is about 15 billion yuan; it is predicted that by 2025, this figure will reach about 32 billion yuan.
In addition to the new brand of sparkling water such as Yuanqi Forest, it has attracted many traditional beverage giants to enter the game, and "bubble +" drinks are also considered to be the direction of the current relatively easy to cut.
In Heqizheng's view, bubble herbal tea fits the new trend of the market demand for sparkling water and meets the young consumer group's love for the refreshing taste of carbonated drinks.
With the post-90s and post-00s gradually becoming the main consumer groups in the beverage market, how to seize the needs of this group of "Generation Z" young people has long been an important issue facing major beverage companies.
According to the United Nations Census, Gen Z accounted for 32% of the world's population in 2019, making it the most populous group. A major feature of this generation of "Internet natives" is the pursuit of customization and personalization. If you do not actively embrace the new generation of young people and innovate with the "youthful" strategy, it will be easy to be eliminated.
In addition, as a regional drink that has existed for hundreds of years, with the popularity of consumption in these years, herbal tea now has a very mature consumer cognition. Public data show that after nearly a decade of rapid growth, China's herbal tea industry has entered the era of intensive cultivation of post-herbal tea, with a market capacity of 40 billion yuan. However, on the basis of inheriting the inherent characteristics and functions, the herbal tea industry also needs technological innovation to adapt to the changes in the tastes of the new generation of consumer groups. Exploring such a new track as bubble herbal tea not only broadens the new categories of herbal tea segmentation, but also facilitates the expansion of the herbal tea market space.
Continue to increase innovation and create Chinese herbal tea Cola
As a brand of Dali Food Group, it has developed with its herbal tea for more than 14 years and has an important market position and brand awareness in the herbal tea industry.
From the current industrial layout of Dali Food Group, the leisure food sector and the ready-to-drink beverage sector belong to the mature sector. The snack food sector includes Dali Garden, Kebik, etc.; in the ready-to-drink beverage sector, and its brand herbal tea is an important part.
For these mature sectors, Dali Food Group revolves around the strategy of high-end promotion, health and rejuvenation, and "innovation" is the key word throughout. Taking Heqizheng herbal tea as an example, from the early pioneering PET bottled herbal tea to today's exclusive patented technology for boiling extraction, it is inseparable from The improvement of Dali Food Group's own R & D and innovation capabilities.
In the view of Dali Food, in recent years, with the continuous upgrading of consumer demand, there have been more and more diversified, subdivided and personalized consumer demands, and product categories have gradually subdivided, and the consumer industry has begun to appear "fast fashion" trend. In order to meet the market demand faster and open up new market areas with innovative products, research and development technology has gradually become the core competitiveness of enterprise development.
In the herbal tea industry, the herbal tea extracted from boiling is of higher quality and has a better effect on fire removal. This is also the strength of the positive, the exclusive boiling extraction process, matching the international advanced fully automated plant beverage herbal tea production line, to the greatest extent to ensure the nutritional composition of raw materials, efficacy and bubble refreshing taste combination, for this subdivision of the category to create more imagination space.
Beverages are an upstream industry that relies heavily on capacity layout and downstream heavily on channels. In addition to relying on R&D advantages and brand advantages, and whether it can lead the herbal tea industry to a new level, it also relies heavily on the layout advantages of Darley Food Group itself.
At present, Dali Foods has established 21 subsidiaries in 19 provinces and regions across the country with a total of 38 food and beverage production bases, and at the same time, it has built a deep and three-dimensional gold sales channel, forming a marketing network covering the whole country. Previously, Dali Food said that it will play an "online + offline" product portfolio according to the different online and offline consumption scenarios, hoping to achieve online and offline linkage development. Under various actions, the efficiency of the channel has been further improved.
Consumer demand is constantly upgrading, and product categories are gradually subdivided. Whether the development of the brand driven by R&D and product innovation can drive the upgrading of the industry and make bubble herbal tea a Chinese herbal tea Coke in the market share dimension is worth looking forward to.