In "The Devil Wearing Prada" released in 2007, Anne Hathaway plays a rookie in the workplace, and the first thing every day is to pour the Devil a glass of San Pedro soda.
0/4 years after the film was released, China's soft drink market was revived by bubble water.
On June 27th, 20021year, Nongfu Spring became the target of public criticism because the white peach produced in Fukushima Prefecture, Japan was exposed for using nuclear leakage, and its share price also fell sharply. The product involved in this incident is soda water.
Nongfu Spring clarified that it did not use this product, but only developed a white peach-flavored drink at dawn. However, it is undeniable that Nongfu Spring's previous publicity was indeed based on peach production in Fukushima Prefecture, Japan.
Nongfu Spring's practice of "hard rubbing" Japan with soda water was accused by netizens of "flattering Japan". In the bubble water market, the phenomenon of using Japanese elements as a propaganda breakthrough has long existed. Yuan Qi Forest is the biggest beneficiary, but it is also Yuan Qi Forest that has opened the bubble water market in China.
Bubble water is the new blue ocean.
In 2020, Tmall 6 18, Yuan Qisenlin surpassed Coca-Cola to become the first in the water and beverage list. In 2020, the total forest sales in Yuan Qi will be nearly 3 billion yuan, of which the sales of bubble water will be nearly 2 1 100 million.
Before Yuan Qisenlin, the international bubble water brand entered the China market very early, but due to the price, taste, channels and other factors, no bubble water really opened the China market. Nongfu Spring, Wahaha and other domestic traditional soft drink enterprises have not made any achievements in the bubble water market. In 20 15, the retail sales of China bubble water market was only 25 million yuan.
Soda has always been the best-selling drink in Europe. According to statistics, 40% of European consumers prefer to drink sparkling water, especially in Germany, where the output of sparkling water accounts for 78%.
In 20 16, Yuan Qi Forest launched the first sugar-free product to burn tea, but under the attack of tea π, oriental leaves and other teas, the performance of burning tea was mediocre. Through reflection and observation, Yuan Qi Forest discovered the blue ocean of the Red Sea market-bubble water.
Carbonated drinks have always been a big track in drinks, and soda with 0 sugar, 0 fat and 0 calories can just replace carbonated drinks in taste. In addition, the sugar substitute "erythritol" used in Yuan Qi Forest improved the taste of soda water and kept its sweetness. This product created over 100 million sales on 20 19.
In order to open a bigger market, Yuan Qi Forest is not stingy in advertising marketing. Tang Binsen, the founder of Yuan Qi Forest, once said: "If we create 2 billion yuan of income, we dare to spend/kloc-0.8 billion yuan on advertising." According to statistics, in 2020, Yuan Qisenlin's advertising investment will be around 900 million yuan.
In 2020, the advertisements of Yuan Qi Forest entered a pervasive state. On the Internet, Yuan Qisenlin won a lot of money for variety shows, TV shows, Spring Festival Gala, satellite TV programs and live broadcast rooms in Li Jiaqi, as long as they are traffic portals that young people can access.
Offline, Yuan Qi Forest not only puts up TV posters of elevators, but also displays street advertisements and building exterior wall advertisements in some crowded places all the year round, such as Gongti North Road opposite Sanlitun in Beijing.
Grasping the younger generation's demand for "healthy" and "high-value" drinks, taking "sugar-free soda water" as the sales breakthrough and opening up popularity through pervasive advertisements, the company achieved revenue of over 2 billion yuan in 2020, an increase of about 270% year-on-year.
This achievement also makes Tang Binsen more confident in the beverage market. At the dealer conference from June 5438 to February 2020, Tang Binsen put forward the sales target of 202 1 year of 7.5 billion yuan.
How to achieve the goal of 7.5 billion yuan and further increase the sales of bubble water is an inevitable choice, but it is not easy, because the blue ocean of bubble water has long been targeted by many beverage brands.
The struggle has begun.
According to forward-looking data, it is estimated that by 2025, the overall domestic foam water market will reach 32 billion yuan. In addition, the production threshold of bubble water is not high, and "erythritol" is not a patent of Yuan Qi Forest. Therefore, the foam water with large market and low threshold has become a "battleground for military strategists".
Traditional soft drink brands represented by Nongfu Spring and Wahaha, new tea brands represented by Xicha and Naixue Tea, as well as milk drinks, beer and foundries, all joined in the action of seizing the bubble water market.
Among many brands, Nongfu Spring is the most radical, and behind the fierceness is the anxiety that its total revenue will drop by 4.79% in 2020.
Whether it can seize the bubble water market has become one of the keys to ensure the revenue of Nongfu Spring.
Since April of 20021year, Nongfu Spring has successively introduced four kinds of sparkling water: white peach at dawn, orange in summer, mojito in spring and oil. On the basis of marketing 0 sugar, 0 fat and 0 calories, 0 potassium sorbate (potassium sorbate is an organic acid preservative) was also put forward.
With the launch of the new product, a covert operation began. A convenience store owner revealed that if you put a box of Nongfu Spring bubble water in Yuan Qisenlin's freezer, you can get 30 yuan's exhibition fee.
In the activity called "The God of Wealth descended from the sky" initiated by Nongfu Spring, as long as the merchants put the bubbly water from Nongfu Spring into the freezer of Yuan Qi Forest, each bottle will be presented to 3 yuan with a bottle of Changbai Mountain mineral water, and 48 bottles will be capped.
It is the latest and most urgent task for Nongfu Spring sales staff to stuff their own soaking water into someone else's freezer this summer.
In order to sell, Nongfu Spring is also generous to salesmen. According to the internal regulations, every time a case of soda is sold, the salesman can get a commission of 1 yuan, while a case of mineral water is sold with a commission of only 50 cents.
Price is also an important pawn for Nongfu Spring to seize the market. For example, next to a bottle of Yuan Qi forest in 5 yuan, there is Nongfu Spring in 4.9 yuan; In the convenience store with higher price, launch the second half-price activity; Actively participate in the discount activities of e-commerce platform.
In order to enhance product popularity and sales, Nongfu Spring also invited Zhu Yilong to speak for the products. Idol endorsement, fans pay the bill has become a standard, in a product review of an e-commerce platform, Zhu Yilong fans have to pay the bill.
Although the marketing of white peaches in Fukushima has overturned, it does not mean that Nongfu Spring was sentenced to death for soaking in water. At present, it seems that Nongfu Spring, which has channels and not bad money, is still a strong competitor in the bubble water market.
In addition to Nongfu Spring, beverage giants such as Wahaha, Coca Cola and Pepsi Cola are not idle.
Kellyone, a brand owned by Wahaha, launched soda bubble water named "Angry Bam" in August last year. In June this year, YiBo was officially announced as the brand spokesperson.
Coca-Cola not only introduced bottled and bottled sparkling water, but also introduced hard soda sparkling wine. Coca-cola bubble water is also placed in the most conspicuous position on the supermarket display shelves; The Pepsi bubly bubble water endorsed by Sean is also a force to be reckoned with; In addition, milk drinking brand Yili also launched bubble milk, and Mengniu launched lactic acid bacteria bubble water.
Celebrities, Merlot, Watsons, Paris Water, Fruit Cooked, Qingquanchushan, Qingqi and other brands have also joined the "killing" of bubble water. Whether online or offline, these brands have shown good strength. Previously on ... Jianlibao, an OEM for Yuan Qi Forest, also launched its own foam aquatic product-"micro-bubble".
In the face of many competitors with extraordinary strength, in order to stabilize the market advantage and achieve the goal of 7.5 billion yuan, Yuan Qisenlin built his own factory, constantly developed new products, vigorously laid freezers, occupied the exhibition area in a large area, opened up overseas markets, named variety shows, and invited the first line to clearly endorse this combination boxing.
Offence is the best defense.
Internally, Yuan Qi Forest focuses on building its own factories and developing new products.
In June this year, Yuan Qi Forest and Dujiangyan successfully "held hands". It is reported that Yuan Qi Forest plans to invest 1 100 million yuan in Dujiangyan City to build a beverage production base integrating industry and tourism and a western R&D, sales and settlement headquarters.
Before "hand in hand" Dujiangyan, the "Forest Factory" of Yuan Qi Forest had been built in Chuzhou, Anhui, Zhaoqing, Tianjin, Xiqing and Xianning, Hubei. After signing Dujiangyan, Yuan Qisen's forest has become a large-scale layout covering East China, South China, North China, Central China and Southwest China.
Five self-built factories can help Yuan Qi Forest to expand regional production capacity, strengthen quality control and reduce logistics and warehousing costs; Complete new product testing and process optimization more efficiently to provide better support for C2M(C2M) customization; Further enhance the data-driven intelligent manufacturing capability.
It is reported that the self-built factory shortened the time from the receipt of orders to the retail terminal of Yuan Qi Forest from 14 days to 7 days.
Tang Binsen, the owner of Yuan Qi Forest, said that 202 1 will be the product year of Yuan Qi Forest. At present, 95% of Yuan Qi Forest's products have not been listed, and the company's R&D expenses and R&D personnel will be three times that of 2020.
This year, Yuan Qi Forest not only further enriched the taste of soda bubble water, but also introduced a new product "Minute Micro Bubble" and invited Nini to speak for the product. Yuan Qi Forest brand "Alien" has launched an alien energy bubble water, and its sales volume has exceeded 10,000.
Externally, Yuan Qi Forest continues to exert its strength in four aspects: laying freezers, displaying in shopping malls, going overseas and increasing varieties.
Although Yuan Qi Forest is a nouveau riche, it can't avoid putting it in the freezer. At the end of 2020, Tang Binsen put forward a plan to launch 80,000 intelligent freezers in the spring of 20021year. A large part of the 7.5 billion sales task depends on the freezer. In addition, Yuan Qi Forest also hopes to rely on freezers to record sales data, improve supply chain efficiency, save management costs, and feed back product production and research and development.
Tang Binsen advocated the mode of "Made in China-copied overseas", and Yuan Qi Forest is also trying this way. In order to further go to sea, in July 2020, Yuan Qi Forest won the health label of Singapore HCS, and also dug up Liu Zhen's plan to speed up going to sea. According to the recruitment website information, at present, Yuan Qisenlin is recruiting talents such as digital marketing, international public relations director and international product manager in overseas markets.
In order to enhance brand awareness, Yuan Qi Forest also named the reality show of women's music competition "Burst Stage" this year.
Yuan Qisenlin is meeting the challenges from all sides with a positive attitude. After the major brands "entered the war", the "killing" of the domestic bubble water market officially began.
Text | Chen Jiejie
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