China's beverage industry in 2015 to seek new breakthroughs

Conversely expanding new product development or as the main means

In 2014, the beverage market enjoyed a “small year”, except for the decline in the growth of the industry’s leading companies, mainly due to the severe economic and consumption situation, coupled with the rainy weather in the country during the summer of 2014, resulting in the entire market. not good. Under such a changing environment, what will happen to the development of China's beverage market in 2015? According to reports, at the 2015 sales conference held by Wahaha Group, Zong Qinghou admitted to the distributors that 2014 was the worst year in recent years, with overall sales falling 7%. According to a unified source, the 2015 unification will focus on the growth of quality sales and abandon the growth of some non-profitable businesses.

Recently, analysts at CSC Securities believe that current efforts to promote beverage business reforms due to the diversification of consumption, more emphasis on unique tastes in the 80s and 90s, etc. The profits of traditional beverage companies have fallen, and the profitability of many well-known beverage brands has been slim, and the development of some beverage companies has been difficult.

Some insiders suggested that in response to the market decline, beverage companies should not always be in a negative state. Instead, they should prepare for the expansion of the contrarian trend, actively develop new taste products based on their own development, strive for early production and achieve capacity expansion, and seize market opportunities. . In response to this, the industry generally believes that although the expansion of production is seen as a risk-taking move by the public, but in order to cope with the development of beverage companies that have already been in awkward conditions, expansion or become the “best choice” for adversity.

In fact, some beverage companies have put this development concept into practice.

At the end of last year, Dongpeng Beverage, a South China beverage brand with a total investment of 1.16 billion yuan and an annual output of 550,000 tons of beverages, was put into operation at its factory in Chuzhou, Anhui province. Prior to this, the first phase of the Qingyuan plant, which was built by Jiaduobao in Qingyuan, Guangdong, was established and put into production. According to Pang Zhenguo, general manager of Jiaduobao Quality and Resource Management, the new production base in Sichuan will also be put into operation this year.

However, the rapid expansion of beverage companies has also caused widespread concern in the industry. They believe that capacity expansion requires a lot of financial resources and strong channels to control. Many beverage giants have not succeeded in expanding their production layout in recent years, and many small and medium-sized enterprises are also Expansion is unsuccessful and it is passive.

However, there are industry analysts believe that the reform of the expansion of beverage companies is a trend in the beverage industry competition, is the inevitable result of the survival of the fittest. Although the expansion and transformation of enterprises will make the industry more and more fierce competition, but competition tends to be a big concentration, if you seize the opportunity to expand production and transformation and innovation, then flex your muscles. Otherwise, the traditional route may be difficult to sustain.

In addition, as consumers' health awareness increases, more and more people begin to focus on the health, nutrition and safety of beverages, and even willing to pay higher prices for drinks with pure natural properties. . Many beverage brands have played healthy cards and have not added cards.

“The future competition between beverage giants or new entrants will generally adopt new ways to research and develop new products. The marketization trend of the beverage industry is very clear. Consumer demand dominates the development of the industry. Therefore, in the context of increasingly health-conscious consumers, health will become a beverage. The main characteristics of the new products, such as rock candy Sydney, lungs, lungs, honey, grapefruit, etc.." A well-known domestic drinking company responsible person said.