First Tea House reminds everyone to pay attention to: China Tea Beverage Market Research Report
Investigate the status of tea beverages in the minds of consumers, as well as the type and age distribution of people who like tea beverages. Drinking frequency. In this way, each brand of tea beverages can enhance their own advantages, improve their own shortcomings, produce more types that consumers need, develop new products according to the needs of consumers and the market, and then gain a firm foothold in the market and achieve greater success. , and then obtain more benefits. 1. Background information
China's beverage market has huge potential, growing at an average annual rate of 10% from 2001 to 2005. By 2005, output reached 22.6 million tons, and is expected to reach 37 million tons in 2010. In 2002, China's beverage output reached 20.25 million tons. There were 825 state-owned and non-state-owned industrial enterprises with annual sales revenue of more than 5 million yuan in the industry, with total assets of 60.4 billion yuan, sales revenue of 55.15 billion yuan, and total profits of 3.97 billion yuan. According to statistics, in 2002, the production of drinking water was the highest in my country's soft drink market, but carbonated drinks still took the lead in sales.
2. Market Beverage Analysis
With the improvement of people’s living standards, the soft drink industry has developed steadily and rapidly since 1998. Product sales revenue has grown at an average annual rate of 13%, from 36.1 billion yuan in 1998 to 55.1 billion yuan in 2002.
The total profit of the soft drink industry has increased significantly, and the growth after 2000 is particularly significant. This is mainly due to the rapid follow-up of fruit juice drinks and tea beverage products, which has brought great profit direction to the industry. In 2002, carbonated drinks Profits account for 40% of the profits of the entire beverage industry. Tea beverages accounted for 19%, and the two became the main profit entities, occupying nearly 60% of the market share, while the profits of drinking water were less than 2%.
With the improvement of the living standards of our country's residents and the changes in consumption concepts, beverages have transformed from the former luxuries into daily necessities. According to statistics from the China Beverage Industry Association, the total beverage output of China's beverage industry in 2000 was 14.91 million tons, an increase of 25.7% over the previous year. The beverage industry has maintained a momentum of rapid growth for 21 consecutive years. At the same time, the domestic beverage market's demand for varieties is also increasing. changes occur. In 2000, the output of bottled beverages reached 5.54 million tons, ranking first, carbonated beverages reached 4.2 million tons, ranking second, and tea beverages reached 1.85 million tons, ranking third. Tea beverages are the fastest growing among all beverage categories. . This year, the brightest scene in the beverage market is tea beverages, which are known as the "upstart beverages". Behind the scenes of people tasting refreshing and delicious tea drinks, the tea drink market is in turbulent times and a fierce battle is underway.
3. Effects of tea beverages
The characteristics of tea beverages can be summarized as the "three lows": low calories, low fat, and low sugar. They are natural, healthy, thirst-quenching, and refreshing. , more refreshing and thirst-quenching than carbonated drinks, more pleasant and flavorful than water drinks, fragrant and elegant, with endless aftertaste, rich in health-care ingredients, and has nutritional, health-care effects and the functions of relieving summer heat and quenching thirst.
4. Analysis of several major tea beverage brands
In the modern market, tea beverages are constantly emerging, and there are several major brands in the minds of consumers, such as: Master Kong, Tongyi , Rising Sun, Wong Lo Kat, Lipton and other brands.
Master Kong: Committed to brand management. Continuously improving and enriching the connotation of brand management is the magic weapon for Master Kong to win. In terms of brand image, it not only invests heavily in advertising, but also makes breakthroughs in the theme of advertising appeals: in 2000, it seized the "Green Tourism Year" and launched large-scale theme activities across the country, allowing people to understand that "nature is the healthiest, Green tea with a "good mood" green tea; in 2001, the superstar Ren Xianqi was invited to be the image spokesperson of ice black tea - showing the "ice cool" image of Master Kong ice black tea.
From 2003 to 2005, Master Kong continued to conduct research and exploration to develop new products in line with its own brand image, which was deeply loved by consumers.
Unification: "two legs" walking at the same time.
Strong product research and development capabilities and a strong market distribution system are the two magic weapons for Uni-President's rapid rise. In terms of the market distribution system, Uni-President has established a powerful market distribution system in order to timely and accurately capture the "nerve endings" in the market - all market reactions at the sales terminal. Uni-President has more than 100 sales terminals across the country. There are 4 sales offices in Shanghai alone, each with hundreds of people. Each sales office mainly targets large stores and supermarkets, and other small terminals are handed over to dealers. At the same time, compared with other brands of tea beverages, Uni-President tea beverages have another obvious reason why they are favored by consumers: the price of Uni-President tea beverages is relatively low and can meet the requirements of consumers from all walks of life. At the same time, his advertisements are fresh and elegant, and his packaging is simple, generous and easy to carry, which makes many consumers fall in love with him after drinking it once.
Rising Sun: From brand sales and low-cost expansion to rebuilding the distribution system. Xurisheng, which rose rapidly by being half a step ahead of its rivals, relied on brand sales and low-cost expansion at the beginning of market development. However, with the sudden rise of Master Kong and Uni-President, the "Iced Tea" patent for which it became famous gradually lost its innovative character. Advantages have caused Xurisheng's market share to shrink from 70% to 20%, and the ice tea front continues to shrink. To this end, Xurisheng quickly made strategic adjustments. It actively strengthened its product lineup and launched tea series of green tea, oolong tea and iced black tea to strengthen its own natural drink characteristics. At the same time, it continued to segment the market and strive to create a new market distribution system. .
5. Analysis of the taste of tea beverages
At the same time, more companies are constantly following up to seize market share. When Coca-Cola launched "Lan Feng" in 2001, its goal was to surpass Master Kong and Uni-President, although its performance in 2002 was average, it can still feel the strong development momentum. At the same time, Nestlé and Cola Cola jointly launched "Nestle Iced Tea", targeting white-collar workers aged 20 to 29, hoping to enter the tea beverage market. Tsingtao Brewery and Yanjing, the two giants in the beer industry, have successively invested in the tea beverage industry, taking it as one of the growth points for future profits. Zhang Yiyuan Tea Co., Ltd., which is famous for selling tea, has also launched the iced black tea, iced green tea and oolong tea it developed into the market. At the same time, whether it is domestic Jianlibao, Coconut Tree, Robust, Lulu, or Japan's Suntory, Asahi, Kirin, etc., they are actively striving to dominate the Chinese tea beverage market, which has shown the competitiveness, product variety and value orientation of tea beverages. Richer than ever before. Major brands have never used price weapons in such persistent and intensive competition, which has fully proved that the tea beverage market is a more inclusive and developing market.
From the perspective of development trends, I believe that there will be several key points in my country’s tea beverage market in the future: First, green tea will become the leading product in the market, because my country is a big country that drinks green tea, and Tea beverages are originally based on health, and the anti-tumor and anti-cardiovascular disease effects of green tea have been fully recognized by the medical community; secondly, there is huge room for development of health-care tea, and the characteristics of tea beverages can be summarized as follows “Three lows”: low in calories, low in fat, and low in sugar. It is natural, healthy, thirst-quenching, and refreshing. It is more refreshing and thirst-quenching than carbonated drinks. It is more pleasant and flavorful than water drinks. It is fragrant and elegant, has endless aftertaste, and is rich in health care. Ingredients, and has the functions of nutrition, health care and relieving summer heat and quenching thirst; thirdly, with the further development of green consumption, the market potential of organic tea is huge.
6. Analysis of people who often drink tea beverages
According to survey data, the number of women who like to drink tea is slightly higher than that of men. Therefore, it can also be shown that the proportion of women who drink most drinks is higher than that of men. This is not unrelated to the fact that female consumers value the health and fashion features of tea drinks. In addition, drinking tea drinks without making you fat is another reason why more women than men choose tea drinks. main reason. Therefore, more tea beverage flavors that women prefer can be introduced on the market, which can further promote the development of tea beverages in the market.