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  1. Analysis of fruit juice beverage market
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    With the continuous improvement of the popular living standards and the diversification of consumer goods, the delicious and nutritious fruit juice drinks are becoming more and more favored by consumers. Essence Due to the green natural raw materials, the variety and taste are diverse, the home, travel, and wine banquet are used. The market adaptation is relatively wide. Therefore, new brands are constantly killed, and the market is very fierce. However, what is the market competition in the juice beverage? What is the characteristics of population statistics?

    The independent research project "China Market and Media Research (CMMS)" based on the joint research projects such as the new generation of market monitoring agencies and the British Market Research Agency (BMRB) and the United States Telmar (BMRB) and the United States Telmar Data can help you understand the fierce competitive fruit juice beverage market.

    The fruit juice beverage market rapid development

    It's prospects for entering the world beverage market after the 21st century, changes in soft beverage consumption, especially developed countries gradually reduce alcohol intake, pursue natural The sugar content that is good for healthy beverages has further promoted the changes in the structure of beverage. Therefore, the mainstream of the tradition of carbonated beverages will be challenged, and new generations such as tea beverages, juice drinks, functional beverages, etc. will be paid more attention to the domestic market.

    CMMS data, other various beverages except the bottle water have increased by the market penetration rate in 1999 (see Figure 1). Among them, Coke increased by 3.9%, while fruit juice drinks increased by 7.2%. The main function of carbonated drinks is quenching thirst. The "image" is more traditional. In contrast, the limelight is a bit weak. The biggest feature of fruit juice drinks is not only thirst, but also rich in vitamins, minerals, trace elements, etc., which have extremely high nutrition and health functions. At the same time, they are also loved by the public because of their original taste. Experts analyze that Chinese residents' consumption of new beverages is still very low. The per capita consumption of fruit beverages is less than 1 kg, and the per capita consumption of the world has reached 7 kg. This shows that there is still much room for development of fruit juice drinks.

    The fruit juice beverage market is the pattern of monopoly competition

    The market structure of the industry has a very important role in studying the market conditions of a product/brand. Research on the juice beverage market is no exception. If the fruit juice beverage market is in a fully competitive market structure, the competition of various products/brands in the market is very fierce, and the barriers to enter the market in the market are not large. It can be positioned as a target market similar to other brands to share the market together; If the juice beverage market is a market structure of monopoly competition, then the investment of new products is risky, so the competitiveness is not great. The main competition exists in several large companies. At this time Tactic strategies, find the market entry point, and do a good job of market positioning and advertising.

    In the theory of industrial economics, it is necessary to judge the market structure of an industry. The concentration of the seller (CR4) is less than 10%. The industry that is free to enter is a fully competitive market structure; the concentration of the seller is between 10-50%, the number of manufacturers is relatively small, there is a significant scale economy, the product difference is medium or large, and there is a certain certainty, and there is a certain certainty, and there is a certain amount of some, and there is a certain certainty. The industry that enters the barriers is a market structure of monopoly competition; the concentration of the seller is greater than 50%, which has a significant scale economy, the product difference is large, and the industry that enters the barrier is a market structure with a higher entry into barriers.

    The consumers with fruit juice beverages are inferred from the concentration curve of the twenty cities' fruit juice beverage market (see Figure 2). It can be seen from the figure that the concentration of the fourth factory of the seller is 34.69%, and the juice beverage industry is a market structure of monopoly competition. Compared with the market structure of Beijing, Shanghai, Guangzhou, and Chengdu, we can see that the concentration of the Beijing market is slightly stronger than other three cities. At the same time, the market concentration indicators of these four cities CR4 and CR8 are higher than the overall level of 20 cities. It can be seen that compared with other cities in Beijing, Shanghai, Guangzhou, and Chengdu, the competition in the juice beverage market is more intense.

    The variety of penetration rates in the North and South cities

    Inned the scope involved in the CMMS2000 survey, the overall penetration rate of fruit juice drinks in 20 cities is 36.5%, that is, in the past, in the past 36.5%of the year had drinking juice drinks. It can be seen from the penetration rate of fruit juice beverages in the twenty cities that the difference in market penetration rate between cities is very different, and the penetration rate of southern cities is much higher than the northern cities (see Figure 3). Among them, Hangzhou's market penetration rate is 57.6%, Shenzhen is located in the second place, 56.8%, and Fuzhou is in the third place, 47.4%. %, 23.2%and 18.1%. Because the production and sales of juice beverages in my country are concentrated in southeast coastal provinces such as Guangdong, Hainan, Fujian, and Zhejiang, and these areas are not only the largest production areas or the largest consumer regions. It can be seen that the juice is a natural, low -sugar new healthy drink with strong regional color.

    The favorite brand of Beijing, Shanghai, and Sui is completely different

    Min people pay more and more attention to fruit juice drinks, and they are becoming more and more picky. CMMS2000 shows that the favorite juice drinks of Beijingers are Huiyuan and Lulu, and the market penetration rates are 51.4%and 41.7%respectively (see Figure 4). Figure 5), the juice drink that Guangzhou consumers love to drink are Xuefei, with a market penetration rate of 43%(see Figure 6). Jiadele's performance in Shanghai and Guangzhou is quite good, ranking second and third, respectively, with an penetration rate of 28.5%and 21.7%. It can be seen that from the perspective of market penetration, the tastes of consumers of Beijing, Shanghai, and Sui are completely different.

    "Drinking Huiyuan fruit juice, taking the road of health!" It has become a slogan that people are most familiar with. It simply summarizes the advantages of Huiyuan fruit juice: beneficial to physical health. Perhaps this slogan caters to Beijingers' pursuit and desire for health, making Huiyuan fruit juice's brand penetration rank first in Beijing. Although the Jiadele drink is a regional brand, the advertising investment in the southern cities is very large. According to reports, Jialile invested as much as 2.76 million yuan in advertising in Shanghai and Dongfangtai 20.


    now now, there are more than 60 companies in domestic production of juice drinks, Lulu, Huiyuan, Rumeng, coconut tree, Sanchali, Waiting for a large number of well -known brands is a household name. However, compared with the popularity of carbonated beverages and drinking water, fruit juice drinks are too far away from ordinary people for their expensive reasons. Putting fruit juice beverages to "altar", close to the public consumption, and let ordinary people accept fruit juice drinks is the focus and direction of fruit juice drink companies. Therefore, companies will ask: What kind of group consumers are the current fruit beverage? What are their basic population statistical characteristics?

    "China Market and Media Research" (CMMS) can help us solve this problem. From the perspective of gender composition, the proportion of women in fruit juice drinks is about 13 percentage points than men. From the perspective of age, consumers aged 15-34 account for 63.6%; from the perspective of educational status and family monthly income, The higher the educational status and the monthly income of the family, the higher the tendency of drinking fruit juice.

    Fortunately, the "Chinese Market and Media Study" (CMMS) provides a PMAPS diagram, which is more suitable for describing the statistical characteristics of the population. It can be seen from Figure 7 and 8 that consumers of different brands are not obvious in characteristics of population composition. The main consumer groups of fruit beverages are young women consumer groups and high -educational high -income groups. In comparison, women with high education are more. Middle -aged people who like to drink Ru Meng, and high -income middle -aged people prefer to drink Sanchao.

    The daily form of fruit juice beverage

    It, there are also psychological variables that cannot be ignored when analyzing fruit juice beverage groups. It is an important factor affecting consumer brand choices. Essence The differences in consumer brand consumption often come from their different attitudes of life. Even consumer groups with the same statistical characteristics are likely to include consumers at different psychological levels. On the other hand, due to the differences in values ​​and preferences, consumers at different psychological levels will contact and choose different media. By grasping the psychological level, the media strategy and the media proportion can be made based on the differences between these consumers in the form of life.

    "China Market and Media Study" (CMMS) examines the concepts and attitudes of living and living in residents. Figure 9 clearly shows 10 fruit juice beverage brands (including Lebai, Lulu, Master Kang, coconut wind, coconut trees, Huiyuan, unified, Jiadele, Sanchali, Rumeng) consumers in brand and quality concepts in brand and quality concept Different similar. Related analysis shows that because the interdependence between fruit beverage brands is very strong, consumers of various brands of juice drinks are not much different in terms of life and consumption psychology. In comparison, Career and Lulu consumers are loyal consumers of domestic brands. They are more willing to buy domestic brands. Consumers of Jiadele and San Tele are more inclined to consume foreign brands. As a result, combined with the characteristics of the consumer group, you can find the most suitable brand positioning for each fruit beverage brand.

    As people's health awareness improves, people's understanding of fruit juice is the best natural healthy drink. In addition, manufacturers seize the opportunity More and more important positions. However, due to the fierce competition of various brands and rich types of beverages, there are many brands in similar products, and there is a lot of room for people to choose. Therefore, it is not easy to find a place in many brands. Therefore It will be very fierce.

    It background information:

    "China Market and Media Research" (CMMS) is a type of contact habits and products/brands that have been conducted in mainland China since 1997. Single sources of consumption habits for continuous investigation and research. The study was jointly implemented by the new generation of market monitoring agencies and the British Market Research Agency. The CMMS 2,000 involved interviewees in more than 50,000 years old in 20 key cities across the country; including 1,000 media, 166 products and products, and Detailed information of more than 5,000 brands; the survey time from March 2000 to June 2000. The survey method is continuously implemented in the same period of the daily cities and cities.

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