Recently, the flagship store of Yuan Qi Forest's beverage brand "Alien" Tmall launched a "mineral" natural soft mineral water. The product introduction information shows that the mineral water "originated from the artesian spring in the depths of Yunnan virgin forest", "filtered by deep underground basalt for 34 years" and directly canned in the water source.
Tmall flagship store shows that the original price of this new product of 550ml*24 bottles per box is 120 yuan, and the current promotion price is 96 yuan. The alien told the interface news that this product is only sold online at present, and offline distribution has not yet started.
"Alien" is a sub-brand launched by Yuan Qi Forest earlier. The first product launched by the brand is energy drink, and then electrolyte aquatic products are launched.
Tianyancha App shows that Chuzhou Alien Beverage Co., Ltd. (hereinafter referred to as "Alien") is a wholly-owned subsidiary of Yuan Qi Forest (Beijing) Food Technology Group Co., Ltd. (hereinafter referred to as "Yuan Qi Forest"), and "ucon" is a newly registered trademark of Alien in April this year.
The first self-built factory in Yuan Qi Forest is also located in Chuzhou, Anhui. In July, 2020, Yuan Qisenlin invested 654.38 billion yuan to build a new factory in Chuzhou, Anhui Province. From then on, he can produce drinks in the factory, including alien energy drinks, Yuan Qi forest tea and soda bubble water.
It is worth noting that in addition to natural mineral water, aliens have recently registered many other kinds of trademarks. According to the news query on the interface, aliens have also registered a number of new trademarks, including convenience food, food, medicine, beer and drinks, such as soul bullet, no music, JOY JOY, cosmic boy, master password and so on. At present, all trademarks are waiting for substantive examination and trademark application.
We have reported many times about the multi-category layout strategy of Yuan Qi forest. Besides drinks, Yuan Qi Forest is also involved in the fields of healthy light food and fast food chain. On the beverage track, the multi-category layout plan of Yuan Qi Forest has gradually become prominent-soda bubble water started, and then gradually expanded its business map to tea drinks, milk tea drinks (milk tea), yogurt and other categories. This year, a fruit juice line product named "Full Score" was launched, which is the bubble water of pure fruit juice. Its convenience store price reaches above 8 yuan, and its positioning is relatively high-end.
As a sub-brand of Yuan Qi Forest, aliens are different from the main brand in positioning, and pay more attention to people who like sports and e-sports and office workers to compete for the market of traditional beverage brands. In addition to the existing energy drinks, electrolyte water and mineral water, the brand may also launch beer products in the future according to the application progress of alien trademarks.
At present, bottled water is the largest part of the soft drink market in China. According to Euromonitor consulting data, the market size of China soft drink industry reached 578.6 billion yuan in 20 19, of which bottled water accounted for 34.5%, the highest among all categories.
Bottled water track is still dominated by big brands. According to Nielsen data, six brands, namely Nongfu Spring, Ipoh, Baisui Mountain, Master Kong, Lu Bing and Wahaha, occupy about 80% of the market. Nongfu Spring's prospectus shows that aquatic products contribute more than half of its sales and have the highest profit rate, which is the most profitable part of Nongfu Spring.
With the bottled water industry gradually upgrading from pure water to natural mineral water, and then upgrading from natural mineral water to subdivided mineral water, more brands focusing on high-end segmentation have also gained opportunities.
The main threshold of bottled water is to have high-quality water sources and channels. The advantage of old bottled water giants such as Nongfu Spring is that they have established their own long-term water sources and mature distribution channels. Therefore, when a new brand like Yuan Qi Forest enters the bottled water industry, it is bound to gradually establish its own channels and control the channel cost.
One of Yuan Qi Forest's major investments this year is to lay out offline channels. Tang Binsen, the founder of its brand, mentioned at the dealer conference at the beginning of the year that the offline channel sales target of Yuan Qi Forest in 2002 1 year will be raised from 21billion yuan to 7.5 billion yuan, and an intelligent freezer will be launched to encourage the dealers in the core areas.
Many opinions in the industry believe that although Yuan Qi Forest can't compete with the old packaged water giants such as Nongfu Spring in share, its speed of overtaking in the curve makes the traditional beverage giants have to face up to this competition.