In recent years, the scale of the juice market has grown slowly, and the revenue of listed companies such as COFCO Coca-Cola and Nongfu Spring has declined to varying degrees in 2020[1].
The consumption scenario of juice beverages is mainly families and restaurants, and the medium and high concentrations of juices have high nutrition and considerable profits; the market share of low-concentration juices is large, and the demand for ready-to-drink is high. With the popularity of O2O home business, the juice industry has a new outlook for the development of the O2O market.
Data source: [1] COFCO Coca-Cola annual report, Nongfu Mountain Spring report
<h1>channel</h1>
According to O2OMind data, on major O2O platforms, the monthly sales of juice drinks nationwide in February 2021 were 155 million yuan. Among them, the sales of juice beverages on the Taoxianda platform were 68.7897 million yuan, accounting for 44.31%; followed by Hema and RT-Mart, accounting for 28.92% and 14.76% respectively.
Source: O2OMind
According to O2OMind data, in the O2O market in February 2021, Taoxianda juice drink sales reached 5.9792 million, ranking first; followed by Hema and RT-Mart with sales of about 2.4619 million and 1.9227 million.
<h1>city</h1>
Fruit juice drinks have higher sales in first-tier and new first-tier cities with high O2O penetration. According to O2OMind data in February 2021, the O2O market in Shanghai, Beijing and other first-tier cities has the highest sales volume of juice drinks, with 1.7077 million and 1.0409 million, and Suzhou's sales volume of 673,900 ranks third.
<h1>Brand owners</h1>
According to O2OMind Top10 brand data, according to the statistics of O2O channel juice beverage sales in February 2021, Nongfu Spring ranked first, reaching 56.7896 million yuan, accounting for 41.87%; followed by Weiquan, with total monthly sales of 25.1368 million yuan, accounting for 18.53%; Mei juice source and Huiyuan two traditional juice brands accounted for 15.95% and 11.31% respectively; Master Kong occupied a certain share in the O2O juice beverage market.
According to O2OMind data, in February 2021, the sales volume of juice drinks in the O2O channel reached 12.7315 million, of which the top five juice beverage brands include Nongfu Spring, Mei Juice Source, Wei Quan, Master Kang and Hui yuan.
The top three fruit juice beverage brands in the O2O market are Mei Juice Source, Master Kang and Nongfu Spring.
Master Kong has the largest number of goods 688,300, and there are more juice drinks for consumers to choose, followed by Mei Juice Source and Unity, with about 656,500 and 395,700.
<h1>Beijing O2O platform sales accounted for the proportion</h1>
According to O2OMind data in February 2021, in the Beijing O2O market, the Meituan platform accounted for the largest proportion of Master Kong's juice drink sales with 35.25%. The O2O channels with the largest proportion of sales of the two major juice brands in Meijuyuan and Huiyuan are Taoxianda and Jingdong Dajia, respectively.
▲ In February 2021, Beijing Master Kong juice drink O2O sales accounted for the proportion
▲ In February 2021, the sales of each O2O channel of Beijing Mei juice source juice beverage accounted for the proportion
▲ In February 2021, Beijing Huiyuan juice beverages accounted for the proportion of sales of each O2O channel
The proportion of sales of Beijing Nongfu Spring Juice is mainly concentrated in the two major O2O channels of Hema and Taoxianda, and the two platforms account for 52.41% and 44.83%.
▲ In February 2021, Beijing Nongfu Spring juice drink O2O channel sales accounted for the proportion
<h1>The number of goods on each O2O platform in Beijing</h1>
In the Beijing O2O market, the number of fruit juice beverage products on the Taoxianda and Hema platforms Nongfu Spring is more than that of other fruit juice beverage brands, which is reflected to a certain extent in the proportion of sales of Nongfu Spring Juice on the two platforms.
▲The number of products of each juice beverage brand on the Beijing Taoxianda platform
▲ The number of fruit juice beverage brand products on the Beijing Hema platform
<h1>Different sizes of juices</h1>
Juice drinks with a specification of 300ml have the highest sales on major O2O platforms. This is followed by juice drinks with a specification of 1.2L and 900ml. Small and medium-sized packaged juices are more ready-to-drink and have better performance in the O2O market. Large-sized fruit juice drinks are more used in family, party, banquet and other scenarios.
▲In February 2021, the major O2O platforms across the country sold different specifications of juice drinks
O2O market juice drinks are mainly bottled sales, in order to meet the different needs of more consumers, some different packaging methods of juice drinks have also emerged in the O2O market, and achieved a good performance.
For example, cans, packaging, and boxes to meet more environmentalist consumers, these packaged juice drinks sold around 200,000 in the O2O market in February 2021.
▲O2O sales of juice drinks in different packagings in February 2021
<h1>
Comparison of SKUs by juice beverage brand
</h1>
According to O2OMind data, Nongfu Spring juice beverage products cover a variety of different specifications, which can better meet the needs of consumers in more different application scenarios. Most of the flavored whole juice drinks are concentrated in the specifications of juice drinks with higher sales (300ml, 900ml, 1.5L).
▲The number of fruit juice beverage products of different specifications in Nongfu Spring
▲The number of juice drink products with different specifications
According to O2OMind February 2021 data, the 1.2L juice drink sales in the O2O market of Meijuyuan have the highest sales, followed by 420ml and 300ml. The sales of Huiyuan juice O2O market are mainly concentrated on juice drinks with a specification of 1L.
▲In February 2021, the U.S. juice source different specifications of juice drink O2O sales
▲In February 2021, Huiyuan sold O2O of juice drinks of different specifications
<h1>Farmer Orchard Series</h1>
With the improvement of consumer health awareness, medium and high concentration juices and NFC juices have become the growth points of the juice industry.
Nongfu Spring chose the priority layout of the medium concentration juice track; the juice drinks such as water-soluble C100, Nongfu Orchard and NFC have achieved good results in the omni-channel layout of major supermarkets, convenience stores, O2O platforms and so on.
According to O2OMind TOP 10 brand data, the main concentration of farmer orchard series juice drinks in February 2021 O2O market national sales reached 3.6527 million, accounting for 2.69%. Taoxianda and RT-Mart are the two O2O platforms that account for the largest proportion of juice beverage sales in Farmers Orchard.
Farmer Orchard series juice product specifications are more concentrated in 500ml, followed by large packages of 1.8L and 1.2L. Juice drinks with a size of 250ml and 1.2 liters have higher sales in the O2O market in February 2021.
▲The number of fruit juice drink products of different specifications in the farmer's orchard
▲Farmer orchard sales of different specifications of juice drinks
<h1>retailer</h1>
In February 2021, about 150,000 retailers operating juice drinks settled in Ele.me, accounting for 49.90%; Meituan also had 110,000 merchants settled, accounting for 38.86%.
RT-Mart was the retailer with the largest sales volume of juice drinks in the O2O market in February 2021, with sales reaching 6.3488 million. Hema followed, with fruit juice drink sales exceeding 3 million.
Meiyijia is the retailer with the largest number of juice beverage products, with 392,600 fruit juice beverage products.
appendix:
List of fruit juice beverage brands on the O2O platform
List of major retailers of each juice beverage brand