Entering the peak season of beverage sales, China juice market is very lively. First, Huiyuan, which focuses on high-concentration juice, launched "Lemon Me" low-concentration juice in a high-profile manner, and entered the fierce lemon concept war between farmers and Wahaha. A few days later, Coca-Cola also announced that it would increase its efforts in the juice business, which is like going to the next city on the basis of "Minute Maid". Against the background that the juice business of Uni-President China dropped by 7% last year, 100% tomato juice was quietly distributed in coastal cities. The beverage giants will usher in a brand-new era of juice in the summer of 2009, and after several years of leading singers in the concept of "tea".

The price reduction of upstream raw materials is conducive to expansion.

The giant has increased the fruit juice sector in a big way. A senior person in the beverage industry in South China said, "The upstream background is that the volume and price of concentrated fruit juice in China have fallen recently". "Although China's concentrated juice accounts for about 50% of the world's output, due to the overseas financial turmoil, the purchase order of concentrated juice in China has been greatly reduced by nearly 70%. In 2008, China exported 692,900 tons of concentrated juice, down 33.55% from 2007. "

China juice suppliers, which account for more than 70% of the global concentrated apple juice market, are facing the worst loss storm in history. Among them, the export price of concentrated apple juice per ton has dropped from a high of nearly $2,000 last year to about $800, with a price drop of about 60%. The annual performance report of Andele (08259HK) up to the end of 2008 shows that the net profit was 65.438+0.5 billion yuan, down 27% year-on-year, while the turnover was 65.438+0.09 billion yuan, down 265.438+0% year-on-year.

"The export-oriented raw material production giants such as Andrade and Haisheng Juice are also eager to turn their sales direction to the domestic market to save their declining performance. The sharp drop in the procurement cost of raw materials has undoubtedly provided great opportunities for the expansion of the downstream juice and beverage processing industry. " Although it has been difficult to shake Master Kong in the whole sector of beverages and instant noodles, it has taken the lead in opening up the situation of China juice market with the unification of fresh oranges. As Uni-President's Juicy Series covers a variety of juices, Uni-President is very sensitive to the price of China juice puree.

Uni-President insiders admit that in 2007, due to the high price of orange juice puree, Uni-President had to push "Uni-President more fresh oranges". In 2008, the unified performance report showed that the revenue of juice business fell by 7% to 2.408 billion yuan. However, in the second half of 2008, the price of juice puree began to plummet, which made Uni-President rediscover a brand-new bargain-hunting opportunity in the juice market. In the 2008 annual report, Uni-President emphasized that in 2009, Uni-President will still focus on the field of fruit juice and beverage.

The battle for the ranking of the three giants

"The failure of Coca-Cola's acquisition of Huiyuan has brought beverage companies back to the original starting line in the field of juice drinks." According to AC Nielsen data, only in the field of juice drinks, the top three juice drinks markets in the Mainland are Coca-Cola, Master Kong and Uni-President.

According to AC Nielsen's statistics on South China, the most representative market of China juice market in February, Coca-Cola's Minute Maid market share is 38.2%, while the unified juicy series market share is 19.9%. Master Kong's "Everyday C" and "Master Kong Juice" brands accounted for 14.2%, while Pepsi.

After the failure of Coca-Cola's acquisition of Huiyuan, despite the news of resuming negotiations in the market, Coca-Cola still has a strong market initiative on the absolutely leading competitive platform of Minute Maid. Recently, Zhao, deputy director of public relations of Coca-Cola in China, told this reporter that "we will focus on using our own resources and professional advantages to continue to develop existing brands and devote ourselves to research and create new beverage brands, including juice fields". This made the outside world immediately have an infinite association with Coca-Cola's dominance of the high-concentration juice market. Although Coca-Cola denies that new products will appear in this field in the short term, Minute Maid's latest aloe drink, Li Shuang Grape, has just begun to be fully distributed. The insiders believe that this is an inevitable reaction for Coca-Cola to defend its leading position and expand its major brands.

The beverage business, which accounts for more than 50% of Master Kong's business, has an annual growth of more than 30%, and has obvious advantages in tea drinks and packaged water. However, in the field of low-concentration juice, Master Kong can only be in the third position after Coca-Cola and reunification for many years. In the face of this summer's juice war, Lin Qingtang, chief financial officer of Master Kong Holding Group, recently said that Master Kong will implement the second channel reform to help expand the juice business by splitting the business process of low-concentration juice.

By February 2008, Master Kong had 552 business offices, 84 warehouses, 5,872 dealers and 69,096 direct retailers in the mainland market. However, Master Kong's rivals in juice business are still very competitive in urban areas. In the brewing channel reform, Master Kong's marketing channels will penetrate into the suburbs and urban-rural fringe. According to Lin Qingtang, according to the previous channels, the cost of contacting suburban dealers is high, but the efficiency is very low, and the cost even exceeds the profit. Now Master Kong and the dealer * * * jointly invest in buying a car and laying suburban channels, and the efficiency can be rapidly improved.

At present, the product line of Master Kong is very mature, and it has mastered two brands: "Daily C" and "Master Kong Juice". Lin Qingtang believes that channel change will be the most favorable condition for his juice business to surpass its competitors.

Low concentration versus high concentration

According to industry sources, the products in the juice market are generally divided into three categories. The first category is low-concentration fruit juice beverage, the fruit juice content is between 5%- 10%. The leading brands in the market are Uni-President Fresh Orange Duo, Master Kong Daily C, Queer and Coca-Cola's Minute Maid Orange. The second is a compound juice made of several fruits and vegetables, with a concentration of about 30%. Watson's Mr. Juice and Yangshengtang Farm Orchard are typical of this kind of juice. The third category is 100% juice represented by Huiyuan.

In the summer of 2009, because all kinds of juice markets are blooming everywhere, it is called the juice era. First, Huiyuan entered the battlefield of low-concentration juice from the high-concentration juice market, then started from the low-concentration juice market and quietly extended to the high-concentration juice.

Huiyuan's industrial extension from "high to low" is obviously based on the uneven heat and cold of the high and low concentration juice market. According to the latest data released by AC Nielsen, the authoritative investigation agency of Coca-Cola, as of February 2008, Huiyuan 100% juice accounted for 42. 1% of the market share of pure juice, and 43.6% of the market share of medium-concentration juice, ranking first. However, due to the problem of domestic consumption habits, Huiyuan, known as the king of pure juice, is "unattainable". Although the low-concentration juice market is fiercely contested by Coca-Cola, Uni-President and Master Kong, the days are getting hotter and hotter.

Huiyuan cut into the field of low-concentration juice this time and plunged into the "lemon concept" war between farmers and Wahaha. Under the attack of coca-cola's "Minute Maid", unified "Fresher Orange" and Master Kong's "Daily C", it is obvious that the concept of lemon is the most promising to share the vitamin C of orange juice to supplement the market. However, the farmer's orchard has taken the lead in this new market. In the summer of 2008, water-soluble C 100 was listed in the farmer's orchard. The sales of this new lemon beverage reached 1 100 million yuan in the first half of the year, making it a "dark horse" in the rich list of beverages in 2008.

Half a year later, Wahaha, eager to downplay the entanglement of Dawa case and return to the first-line product market, also saw this opportunity. It almost replicated its new low-concentration lemon drink Hello-C. In order to be a latecomer, Wahaha copied the successful model of "Nutrition Express" and realized rapid distribution of goods nationwide within three months with the help of overwhelming advertisements.

Industry veterans said, "Huiyuan used to do relatively high-end high-concentration juice, and the channels were mainly supermarkets in first-and second-tier cities, which was definitely not as good as farmers and Wahaha in the market background." However, the source said that the price of farmer's water soluble C 100 per bottle of 4.5 yuan left room for others to cut into the price. "At present, HELLO-C 3.5 yuan/bottle, Lemon me 3.9 yuan/bottle. This has formed a pattern of encirclement of pioneer farmers to a certain extent. "

Although Shan Qining, spokesman of Wahaha Group, did not provide our reporter with the specific sales situation of HELLO-C, he said that this year the Group will focus on launching HELLO-C juice drinks and "beer tea refreshing" flavor drinks, and the current market situation is ideal. According to Shan Qining, in the first quarter of this year, Wahaha Group achieved operating income of 654.38+0.03 billion, with profits and taxes of 2.9 billion, up by 37.22% and 95.68% respectively, the largest increase for the company in 22 years. Shan Qining said that due to the good development of new products including HELLO-C this year, Wahaha's annual sales target is 50 billion yuan, a year-on-year increase of 50%.

Unifying its 5% stake in Huiyuan in 2005 showed its ambition to unify in a highly concentrated market. Although Uni-President and Huiyuan ended up in discord, the goal of Uni-President to get his hands on China's high-concentration juice market shifted to Andrade, the giant of puree apple juice. At the end of last year, Uni-President acquired 0.58% shares of Andele1590,000 yuan, and the shareholding ratio increased to 15%.

At the same time, in February this year, Uni-President and Anderle Juice established a joint venture company in Shandong, with each party contributing 50 million yuan, each accounting for 50% of the rights and interests. The joint venture company will also be officially put into production at the end of this year. An industry veteran familiar with Uni-President said, "Uni-President's' Uni-President Juicy' series products have been in operation for more than eight years, and the market needs some fresh angles and products to stimulate consumers' nerves. "From this point of view, the biggest advantage of Uni-President and Andromeda must be the high-concentration juice market.

According to insiders of Uni-President, although Uni-President's equity in Adele has not been controlled, the joint venture company has laid an important foundation for the unified upstream industrial chain supply to a certain extent. It is understood that Uni-President has quietly tested the high-concentration juice market, and launched 100% tomato juice in major coastal cities last year. "However, since Huiyuan and Yinlu have pushed niche products in this piece before, it is necessary to increase marketing efforts and form a unified climate at the terminal.

Composition of South China Fruit Juice Market Share

According to AC Nielsen's statistics on the most representative juice market in South China in February, Coca-Cola's Minute Maid market share is 38.2%, while the unified juicy series market share is 19.9%. The dual brands of "Everyday C" and "Master Kong Juice" owned by Master Kong account for 14.2%, and Pepsi's "Minute Juice" accounts for 14.2%.

(A) analysis of the overall competition pattern:

1. There are three competitive forces.

One is Taiwan Province Provincial Enterprise Unity and Master Kong, whose main feature is that the product line is relatively long, winning by packaging innovation and taste; One is a well-known domestic enterprise including Huiyuan, Wahaha and Yangshengtang; There are also large multinational companies such as Coca-Cola and Pepsi.

2. Two kinds of games

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 "Mr. Juice" by Watsons and "Farmer Orchard" by Yangshengtang. They have the same characteristics as compound juice, which is usually made by mixing carrot juice with other fruit and vegetable juices and then making 30% juice.

Although the competition is fierce, there are still many opportunities.

There are many brands and varieties in the fruit juice beverage market, and new manufacturers are constantly emerging. Many established food and beverage manufacturers have produced juice drinks because they are optimistic about this market. Although there are many brands and varieties, and the advertising of each brand is also very strong, it seems that the competition is very fierce. However, since fruit juice drinks have only entered the market on a large scale in recent years, the market is still in its infancy and there is still a lot of room for development. In terms of market share, no brand has an absolute advantage and become a leading brand.

(B) Analysis of the depth of market competition

1. Consumer groups have their own characteristics.

Due to the different product characteristics and market positioning, each brand's drinking population has its own characteristics. From the perspective of gender ratio, the proportion of female drinkers of Lulu and Queer is above 60%, mainly because Lulu is a pure natural food with the effect of beauty beauty, while Queer is mainly aimed at children's products, and women are usually closer to children's consumption habits. The proportion of male drinkers in Vita and Wahaha is close to 50%, which is much higher than other brands. From the perspective of age structure, Lulu's drinking population over 35 years old is over 50%, much higher than other brands. This is because middle-aged and elderly people pay more attention to health and like to drink natural drinks, while young people are more inclined to pursue new trends and tastes. As can be seen from the advertising positioning, drinks such as "Fresh Orange" and "Really Fresh Orange" are mostly advertised by stars, which are obviously aimed at the youth market, while Lulu tends to exaggerate a family atmosphere. /kloc-the proportion of queer drinkers aged 0/5-24 is close to 50%, which is much higher than other drinks. Queer's product positioning is children. Although children are not within the scope of CMMS survey, the consumers of its products still show an obvious trend of youthfulness.

2. Present the characteristics of the regional market

Judging from the cities where the drinkers of various brands are located, nearly 50% of Vita drinkers are concentrated in Guangzhou and Shenzhen, which is much higher than the average level. This may be because Vita's production base is in Shenzhen, and juice drinks are mainly placed in Shenzhen, Guangzhou and its surrounding areas. The common brands in other places are milk drinks. Lulu's production base is in Chengde. Although it has become a well-known brand in China, its drinking population still presents regional characteristics. Nearly 65,438+0/3 drinkers are in Beijing and Tianjin, but less in southern cities such as Guangzhou and Shenzhen. This may be due to the hot climate in the south, and people usually prefer cool drinks to plant protein drinks. Moreover, the natural coconut milk in the south tastes a bit like Lulu, but it is fresher and more suitable for southerners.

3. Analysis of life attitudes of major consumer groups

We chose 1 1 lifestyle terms to investigate the life attitudes of frequent drinkers of various brands. It can be found that regular drinkers of Lulu prefer products containing natural ingredients and pay more attention to health, which is in line with the characteristics of their products. People who drink queer often prefer to try new things, so they will be more easily attracted by the cartoon image of big head. The unified regular drinkers pay great attention to the quality of life and usually choose foods that are beneficial to health and beauty. The slogan "unified fresh oranges, more C is more beautiful" just caters to these people. It seems that product image design and advertising play a vital role in product promotion.

Third, the analysis of the main brand competition means:

1. The advantages of Uni-President are gradually weakened by the rapid follow-up of competitors. When the farmer's orchard vigorously promoted high-concentration mixed juice, Unity changed from a leader to a follower. Facing the ever-changing market, Uni-President decided to launch a series of new products (please list) and penetrate into every market segment to ensure its leading position. In late August, 2003, a vigorous orchard with a concentration of 40% was launched against the two major rivals, namely Farmer Orchard and Huiyuan Juice. There are many fruits and vegetables, Mr. Juice and so on.

2. Facing the good performance of old rival Uni-President in the juice beverage market, Master Kong, who is not to be outdone, launched his own juice beverage "Daily C" in March 2002. Master Kong spared no expense in asking the beautiful jade girl Liang Yongqi to speak for him. It is said that he spent hundreds of millions of dollars on advertising. As a result, Liang Yongqi's "Everyday C" advertisement quickly occupied people's vision, such as TV, outdoor big screen, station, light box, newspaper and so on. Master Kong continues to give full play to its channel advantages to ensure that every time Master Kong launches a new product, it can be quickly rolled out across the country to face consumers within two weeks. Air-ground joint attack is the magic weapon for Master Kong to win.

Lulu is aware of the change of environment. Lulu Group, which has joined hands with Wanxiang Group, has significantly increased its efforts in marketing and new product development after obtaining stronger financial support.

4. Facing the rapid growth of domestic juice market, Hong Kong Vita Milk Group, which launched juice drinks as early as 1976, responded quickly. As they said, the fruit juice market has not yet reached a monopoly state, and it is growing rapidly, so there is still a lot of room for development. With their production experience and brand advantages, it is natural to make some achievements in the domestic market.

Fourth, the future development trend of fruit juice and beverage market

In recent years, M&A activities in the international beverage industry are frequent. PepsiCo 1998 acquired Pure Connor and 200 1 acquired Quaker, making PepsiCo a famous brand in the world juice industry. Coca-Cola and Nestle began to cooperate in developing juice drinks. At the same time, because of the huge potential of China juice market, overseas juice manufacturers have rushed to China, such as Japanese Kirin, British Asian Financial Group, former American Schegland Limited (now merged with French Vivendi Company) and so on. These large enterprises not only have the advantages of production scale, but also have rich experience in brand management; Several major fruit juice and beverage enterprises in China are also becoming bigger and stronger. On the one hand, Huiyuan Group expands its business scale in China, on the other hand, it actively strengthens international cooperation; The cooperation between Lulu Group and Wanxiang has given it strong financial support.

Therefore, the brand competition pattern of domestic juice drinks in the future will be the era of big brand competition. Many brands under a consortium will participate in market competition through integration, and different brands will achieve maximum penetration for different market segments. Brands without consortium support will find it difficult to survive.

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