Purpose of investigation
Respondents conducted a field survey on brand awareness, brand honor, market share, factors of consumers' purchasing and using soft drinks in Tianjin market, and analyzed consumers' consumption tendency and behavior, which provided an objective basis for beverage manufacturers to formulate marketing strategies.
L survey content
Distribution of beverage market.
Respondents' understanding of beverage brands.
Respondents' preference for beverage brands.
Main factors affecting consumers' soft drink consumption behavior.
L survey object
The subjects of this survey are all residents' families and college students in Tianjin.
L survey methods and sampling methods
Street station survey mainly adopts interview method. Besides selecting people, it also adopts key sampling survey methods, such as * * College, * * College and * * College.
L abstract
As a kind of drinking resource, with the continuous improvement of people's living standards, drinks are more and more closely related to people's lives, and the consumption ratio of drinks in the crowd will greatly increase. With the continuous segmentation of the market, besides the traditional thirst quenching function, beverages have also derived various nutritious drinks, which enable people to drink more conveniently, quickly and healthily.
In order to understand Tianjin citizens' cognitive style and consumption habits of various beverages, as well as the popularity, reputation and market share of various beverages in Shanghai market, we conducted this survey to provide useful market information for major beverage manufacturers and help consumers to make scientific, rational and healthy consumption.
L analysis of survey results
First, the brand competition pattern
(1) The competition pattern is basically stable, and the oligopoly market structure is basically formed.
At present, the four brands of Coca-Cola, Pepsi-Cola, Uni-President Group and Ding Xin Group have collided with each other in China's beverage market. Specifically, the market of carbonated drinks, tea drinks and functional drinks belongs to oligopoly market structure, which shows that the competition in general is not complete, but mainly concentrated among a few oligarchs. Because of the existence of a certain market barriers, it is difficult for small enterprises to enter.
(2) There are great differences between brands, and it is an inevitable trend to change one for another.
In the beverage market in China, various beverages emerge in an endless stream. If a brand is in an advantage, other categories are bound to be at a disadvantage. Especially in recent years, the rapid development of fruit juice drinks, tea drinks and functional drinks has impacted and disintegrated the traditional carbonated drinks and bottled water markets.
There are two kinds of game in fruit juice drinks.
The first category is low-concentration juice drinks with a juice content of only 5%- 10%. In this camp, Uni-President "Duoxian Orange", Master Kong "Tiantian C" juice and Coca-Cola "Queer" are representatives; The other is Watson's "Mr. Juice" and Yangshengtang's "Farmer Orchard", which take a high concentration route.
(d) Although the competition is fierce, there are still many opportunities.
Soft drinks have entered the market on a large scale in recent years, and its huge market space has made domestic and foreign manufacturers join in one after another, and the competition is fierce. However, soft drinks are still in the stage of market introduction, and there is still a lot of room for development. First, with the improvement of people's living standards, the consumption of soft drinks has increased; Second, the per capita index of beverages in China is far below the world average; Third, the whole industry has entered a period of rapid growth, with an average annual growth rate of 2 1%, and the market prospect is great.
Second, the in-depth analysis of market competition
(A) consumer groups have their own characteristics.
Due to the different product characteristics and market positioning, each brand's drinking population has its own characteristics. For example, women like beauty and beauty, and their consumption is close to that of children, so Lulu and Queer are favored. The proportion of men who drink cola is over 50%. Because old people pay more attention to health and like to drink natural drinks, while young people are more inclined to pursue new trends and tastes, so their choices of drinks are different.
(B) Analysis of life attitudes of major consumer groups
"Our Lifestyle" uses language to examine the life attitudes of frequent drinkers of various brands. We found that people who often drink Lulu tend to like products with natural ingredients and pay more attention to health, while those who often drink queer like to try new things.
Third, the future trend of soft drink market
In recent years, M&A activities in the international beverage industry are frequent. PepsiCo acquired two famous fruit juices in the world on 1998 and 200 1 respectively.
Brands-Pure Connor and Quaker; Coca-cola and magpie nest cooperate to develop juice drinks; At the same time, seeing the great potential of China's beverage market, overseas beverage manufacturers have rushed to China, and several domestic soft drink enterprises have also grown. On the one hand, they expanded the scale of production, on the other hand, they actively strengthened international cooperation.
Therefore, the competition pattern of domestic beverage brands in the future will be the era of big brand competition. Many brands under a consortium will participate in the competition through integration, and different brands will achieve maximum penetration for different market segments. Without a brand supported by a consortium, there will be little room for survival.