How to break through the bottleneck of health beer

At present, there are more than 400 beer production enterprises in China, and the overall pattern of the beer market in China has also changed from shortage to relative surplus. Facing the rapidly changing market structure and consumption demand, China beer enterprises must intensify the development of new products to ensure the "four modernizations" of products-diversification, specialization, functionalization and health care. Actively implementing beer healthy R&D and promotion strategy will become another key point and profit growth point of China beer enterprises. At present, health beer has accounted for 35% in foreign markets, but there are few domestic related products, and the market needs to be "expanded" urgently, so the health beer market has great potential.

At present, there are many kinds of functional health beer known in China, and almost all large and medium-sized beer enterprises in China have launched their own functional health beer, but the proportion of production and sales is very small. There are still some key problems to be solved in health beer.

Six ills of health beer

Beer has the consumption characteristics of low degree, large sales volume and wide audience. Among all the health wines, it is the most qualified to be the best one compared with other wines such as white wine, red wine and yellow wine. However, due to various reasons, health beer not only failed to play a leading role, but fell behind in the competition.

Investigate its reason, the crux can be summarized as follows:

First, the pricing is too moderate. If it is high, it will not be low.

At present, most health beer is positioned in the mid-range, and the price is around 2.5~3 yuan, far less than the high-grade ordinary beer with the price of 4~7 yuan. Therefore, the sense of value of products can not be cultivated, and the brand has lost its charm. Without the strong support of national brands, excessive pricing makes health beer embarrassed, burdened and in a dilemma.

Second, the target consumer positioning is not clear.

Is health beer aimed at specific people or the general public? Where is it suitable for drinking? What are the purposes and benefits of drinking health beer? Do you want to go through traditional sales channels or launch your own dedicated channels? These must have clear goals. However, at present, manufacturers are eager for quick success and instant benefit, and most of them are hastily launched, without adequate market research and exact target consumers, thinking that men, women and children are suitable for drinking more. Due to unclear positioning, health beer has become a "four unlike" product.

Third, the positioning of brand communication leaders is vague.

Many health beer likes to describe itself as a universal product that can cure all diseases, but this makes it a taboo that health care products should not bloom in full. Health beer or beer? No matter how much you advertise that your product has multiple health care functions, no matter how many countries have passed the appraisal, beer is beer to consumers. The empty communication without theme misinterprets the concept of health beer and damages its image.

Fourth, the concept of health care has blocked a large number of consumer groups.

No matter what kind of health wine it is, whether it is the manufacturer or people's fixed impression, its main consumers are of course middle-aged and elderly people, while young people with fashion impulses are often ashamed to be shortlisted, which makes health beer block the main consumers who lead the consumption fashion and beer-people aged 20-35.

Fifth, the products are highly homogeneous.

In today's health care industry, the products are highly homogeneous, so it is difficult for health beer to create differentiated brand competitive advantages. Compared with white wine, yellow wine and red wine, health beer is more difficult to win. In beer consumption, few people will think of the concept of health care, and when health care is needed, they may not necessarily think of drinking beer. Health beer manufacturers always fall into such a marketing trap: consumers' inherent knowledge of health care products is deeply rooted, and it is difficult to find enough reasons for consumers to buy health beer willingly, thus failing to create differentiated brand competitive advantages.

Sixth, it deviates from the traditional beer flavor.

Health beer is based on special and diverse raw materials, which changes the taste and style of traditional beer. Because of the different technology, raw materials and formula, health beer is more complicated and more consistent in taste than ordinary beer. In addition, due to lack of experience and technical reasons, many health-care beers have poor taste, short shelf life and unstable quality, which can not maintain the taste and style of ordinary beer, making it difficult for consumers to adapt and lack the pleasure of drinking.

The above is from the perspective of business strategy, and its deep-seated reasons, such as "symptoms" of enterprise investment and industrial investment, are not repeated here.

Four measures to break through the bottleneck

The first move: simple and single concept appeal

Beer is beer and should not carry too many health functions. If you must add the concept of health preservation, it should be simple and simple. So we might as well focus on the key points and emphasize a certain feature, such as special water quality, and good water can make good wine. There is no doubt and controversy. From a national perspective, a very important way to name beer products is tap water resources, such as Baotu Spring, West Lake, Pearl River, Liquan and Huiquan. The other is to emphasize a certain function. For example, those with bitter gourd ingredients are called bitter gourd beer, and those with chrysanthemum ingredients are called chrysanthemum beer. Bitter gourd beer can clear away heat and relieve summer heat, and chrysanthemum beer can clear liver and improve eyesight, which will naturally make consumers associate with it and be more acceptable. As long as they need this product, the market will be easy to open.

The second measure: the implementation of high-grade and high-grade composite price strategy.

In order to avoid the situation of "not high enough, not low enough", health beer should implement the compound price strategy of middle and high grade, and the price positioning should be middle and high grade, so that it has a certain price gradient difference with ordinary beer and forms a price advantage. Especially those health beer with complex technology, excellent materials and outstanding curative effect, we should stick to the high-end road, first enhance the popularity and reputation of the product brand, then implement the brand segmentation strategy, develop mid-range ordinary health beer, crack down on many low-end brands that imitate and follow up, and protect the brand's market position. At the same time, in order to cooperate with the high-grade compound price strategy, the marketing channels of health beer should be higher and higher, with entertainment night shows and middle and high-grade restaurants as the main ones, supplemented by direct sales, and effectively shape the brand image. Furthermore, it is necessary to form a three-dimensional cross product promotion model, increase the promotion management of middle and high-end products, strengthen the communication between products and consumers, establish a marketing tracking system and a consumer service network, and actively and rationally guide the consumption fashion of health beer.

The third measure: innovative technology

The technology of health beer should be innovated, and the taste, flavor, color, packaging and other aspects should be inherited from ordinary beer to a great extent, maintaining considerable consistency, so as not to make consumers have obvious differences in taste and vision, and at the same time, make it (different varieties) have different functions such as protecting liver, invigorating stomach, beautifying face and regulating immunity, so as to maximize the favor of young people who are the main consumers of beer.

The fourth measure: jointly cultivate the health beer market.

At present, there are many kinds of health beer, which makes consumers at a loss. However, health beer is fragmented, which makes the whole industry scattered and it is difficult to form a common big brand (protagonist). Therefore, in order to make health beer bigger and stronger, beer producers must actively unite and jointly cultivate 5~ 10 categories of functional health beer. These tasks also need the national association to conduct full market research and scientific demonstration, so as to guide the healthy and orderly development of the health beer industry in China.