To investigate the status of tea drinks in consumers' minds, as well as the types, age distribution and drinking frequency of people who like tea drinks. So that each brand of tea beverage can enhance its own advantages, improve its own shortcomings, produce more types that consumers need, and develop new products according to the needs of consumers and the market, so as to gain a firm foothold in the market, achieve greater success and gain more benefits. I. Background information
The beverage market in China has great potential, with an average annual growth rate of 10% from 2006,5438+0 to 2005, and the output will reach 22.6 million tons in 2005, and it is estimated that the output will reach 37 million tons in 2065,438+00. In 2002, China's beverage output reached 20.25 million tons, and there were 825 state-owned and non-state-owned industrial enterprises with annual sales income of more than 5 million yuan, with total assets of 60.4 billion yuan, sales income of 556.543 billion yuan and total profits of 3.97 billion yuan. According to statistics, the output of drinking water in China soft drink market was the highest in 2002, but the sales volume was still mainly carbonated drinks.
Second, the beverage market analysis
With the improvement of people's living standards, the soft drink industry has developed steadily and rapidly since 1998. Product sales revenue increased from 36 1 billion yuan in 1998 to 55 1 billion yuan in 2002, with an average annual growth of 13%.
The total profit of soft drink industry has increased greatly, especially after 2000, mainly due to the rapid follow-up of juice drinks and tea drinks, which has brought huge profit direction to the industry. In 2002, the profits of carbonated drinks accounted for 40% of the profits of the whole beverage industry. Tea drinks account for 19%, both of which have become the main force of profit, accounting for nearly 60% of the market share, while the profit of drinking water is less than 2%.
With the improvement of living standard and the change of consumption concept of China residents, drinks have changed from luxury to daily necessities. According to the statistics of China Beverage Industry Association, the total output of China beverage industry in 2000 was 1 496,5438+0,000 tons, an increase of 25.7% over the previous year. The beverage industry has maintained a high-speed growth momentum of 265,438+0 years, and the demand for varieties in the domestic beverage market is also changing. In 2000, the output of bottled drinks reached 5.54 million tons, ranking first, carbonated drinks reached 4.2 million tons, ranking second and tea drinks reached 6.5438+0.85 million tons, ranking third. Tea drinks are the fastest growing of all beverage categories. This year, the most beautiful scenery in the beverage market is tea drinks called "nouveau riche drinks". Behind the refreshing and delicious tea beverage, the tea beverage market is choppy and the situation is urgent.
Third, the efficacy of tea drinks
The characteristics of tea drinks can be summarized as "three lows": low calorie, low fat and low sugar. Natural health, thirst quenching and refreshing. Compared with carbonated drinks, it is more refreshing and thirst-quenching, more pleasant and tasty than water drinks, with elegant aroma and endless aftertaste, rich in health-care ingredients, and has the functions of nutrition, health care and relieving summer heat and thirst.
Fourthly, the analysis of several major tea beverage brands.
In the modern market, tea drinks are constantly emerging. In the minds of consumers, there are several major brands such as Master Kong, Uni-President, Rising Sun, Wang Laoji and Lipton.
Master Kong: Committed to brand management. Constantly improving and enriching the connotation of brand management is the magic weapon for Master Kong to win. In terms of brand image, we not only invested heavily in advertising, but also often made breakthroughs in the theme of advertising appeal: in 2000, we seized the "year of green tourism" and launched large-scale theme activities throughout the country to let people know about green tea with "the healthiest nature and a good green mood"; On 200 1, Richie Jen, the superstar of the heavenly king, was invited as the image spokesperson of iced black tea to show the "ice-cool" image of Master Kong's iced black tea.
During 2003~2005, Master Kong made continuous research and exploration, and developed new products in line with its brand image, which won the favor of consumers.
Unity: "Two legs" walk at the same time. Strong product research and development capability and strong market distribution system are two magic weapons for unity's rapid rise. On the market distribution system, Uni-President has established a powerful market distribution system, so as to timely and accurately grasp the market reaction of all "nerve endings"-sales terminals in the market. Uni-President has more than 65,438+000 business offices in China, including four in Shanghai alone, each with hundreds of people. Each business hall is mainly aimed at large supermarkets, and other small terminals are handed over to dealers. At the same time, compared with other brands of tea drinks, unified tea drinks have an obvious reason for consumers' love: the price of unified tea drinks is relatively low, which can meet the requirements of consumers from all walks of life. At the same time, his advertisements are fresh and elegant, the packaging is simple and generous, and it is easy to carry, which makes many consumers deeply like him after drinking it once.
Rising sun: from brand sales and low-cost expansion to rebuilding distribution system. The rising sun, which rose rapidly because it was half a step faster than its competitors, relied on brand sales and low-cost expansion at the beginning of market development. However, with the sudden emergence of Master Kong and Uni-President, the famous "iced tea" patent gradually lost its innovative advantage, which reduced the market share of Rising Sun from 70% to 20%, and the ice tea front was shrinking day by day. To this end, Sunrise quickly adjusted its strategy, actively strengthened its product lineup, and launched tea rhyme series of green tea, oolong tea and iced black tea. At the same time, it strengthened its own natural beverage characteristics, constantly subdivided the market, and strived to create a new market distribution system.
Five, the taste analysis of tea drinks
At the same time, more and more enterprises are constantly following up to seize market share. When Coca-Cola 200 1 launched "Lanfeng", the goal was to surpass Master Kong and unify. Although it was shown in 2002, it still felt a strong development momentum. At the same time, Nestle Iced Tea jointly launched by Nestle and Carey Cola is aimed at white-collar workers aged 20-29, hoping to cut into the tea beverage market. Tsingtao Brewery and Yanjing, two giants in the beer industry, have successively joined the tea beverage industry as one of the growth points of future profits. Zhang Yiyuan Tea Co., Ltd., which is famous for selling tea, has also put its iced black tea, iced black tea and oolong tea on the market. At the same time, whether it is domestic Jianlibao, Coconut Tree, Robust, Lulu, or Japan's Suntory, Asahi, Kirin and so on. They have actively won the tea beverage market in China, making the competition level, product category and value orientation of tea beverages show unprecedented richness. Major brands have never used price weapons in such a long and fierce competition, which has fully proved that the tea beverage market is a more inclusive and developmental market.
From the development trend, I think there will be several key points in China tea beverage market in the future: First, green tea will become the dominant product in the market, because China is a big country that drinks green tea, and tea beverage is health-oriented, and the anti-tumor and anti-cardiovascular effects of green tea have been fully affirmed by the medical community; Second, the development space of health tea is huge. The characteristics of tea beverage can be summarized as "three lows": low calorie, low fat and low sugar, which are natural, healthy, thirst-quenching and refreshing. It is cooler than carbonated drinks, more refreshing and delicious than water drinks, with elegant fragrance and endless aftertaste, rich in health-care ingredients, and has the functions of nutrition, health care and relieving summer heat and thirst. Third, with the further development of green consumption, the market potential of organic tea can be expected.
6. Analysis of people who often drink tea and drinks
According to the survey data, there are slightly more women than men who like tea. Therefore, it can be seen that the proportion of women who drink drinks most often is higher than that of men, which is not unrelated to the fact that female consumers value the healthy and fashionable characteristics of tea drinks. In addition, drinking tea drinks without getting fat is another main reason why women choose tea drinks more than men. Therefore, more tea drinks that women like can be introduced in the market, which can further promote the development of tea drinks in the market.