Industry Overview
I. Industry Background
Since the 80's, the province's first bottle of mineral water in Wudalianchi, and to 1996 ** province's mineral water producers entered the development of the peak period, as of December 2005, the province's mineral water producers have developed to 150 households. As a result, the mineral water industry has entered a stage of fierce market competition. Some mineral water enterprises in the ascendant, some mineral water enterprises in the competition fell down. Competition in the conventional war ----- price war from now on opened the battlefield. Some of the strength of the smaller enterprises can not afford the price competition, they strive to reduce production and operating costs, resulting in cheap quality mineral water in the market, as for the production of unqualified environment, health is not up to standard, the phenomenon of substandard is more than enough. 1, the production of geographical distribution Due to the rapid development of mineral water production enterprises in Wudalianchi drive, mineral water production began in Harbin, Mudanjiang, Jiamusi, Jixi and other places have been put into production, mineral water production and marketing pattern is basically formed.
2, low prices, thin profits become the characteristics of the mineral water industry As the overall consumption level in our province compared to other provinces is still at a low level, coupled with the production cost of mineral water, operating costs than pure water to be much higher, and at the same time in the fierce competition in the market, the price of mineral water continues to be adjusted downward, so low prices, thin profits become a major feature of the mineral water industry. 3, the mineral water industry has a large market development space Although pure water has a large market share, but the sales growth rate tends to be slow, although the marginal effect of increased, but the marginal growth rate tends to zero, in a mature stage of the market. In contrast, mineral water is rich in minerals and trace elements, increasingly favored by consumers, the proportion of market share gradually increased, in the growth period of the market, there is still much room for development.
4, foreign brands and local brands and weight Currently, the mineral water market in our province, foreign brands are mainly "Nongfushanquan", "Master Kong", "Laoshan", "Nestle", and local brands "Wudalianchi Volcanic Spring Mineral Water", "Jiamusi Yongchun Mineral Water", "Harbin Toda Mopan Mountain Spring Mineral water", "Tianheng mineral water", "Demoli mineral water", these brands in the market has basically determined the mainstream position. As the province's real estate mineral water industry is in a period of development, the birth of new enterprises, coupled with the vast territory, real estate brand has a unique sales advantage. Therefore, it can be predicted that in a considerable period of time, the market position between mineral water brands will change, there are born and die, competition. Second, the current situation of the industry Survey found that the province's mineral water production capacity is quite strong. The problem is that the mineral water producers of good and bad. Part of the mineral water production enterprises in the production and sales link problems, worrying. Specifically manifested in: First, there are a lot of "workshop-type" small enterprises, and even "three no" enterprises in order to avoid regulation, day and night production, sneak sales. Second, the production facilities are crude, poor product quality. There are also small businesses produce drinking water, even the producers themselves do not drink, its poor quality can be imagined. These enterprises produce mineral water is not silicic acid <25.0, or lithium, strontium, zinc does not meet the standard. Third, some of the water plant aseptic filling equipment is old, no factory inspection laboratory. The gap between the facilities between enterprises is large, the gap in product quality is also very large. Once the sales off-season, some unscrupulous enterprises in order to reduce costs, not at all filling line, but in the water supply directly filling, resulting in nitrite exceeds the standard. This situation seriously affects the province's drinking mineral water quality level as a whole. Fourth, disorderly competition caused by poor water quality. According to the survey, some of the mineral water per barrel retail price of 12-15 yuan, while some cheaper per barrel retail price of only 6 - 8 yuan. The cheapest are those "three no water", this water 4-5 dollars a barrel! Miscellaneous, low-priced water due to unlicensed production, crude facilities, tax evasion and regulation, low production costs, and thus their relative profitability is very high, some even up to 100% or more, the degree of profiteering can be seen. Analysis of the market situation in our province from the beginning of the mineral water market is in a relatively blind state of development, the phenomenon of hasty horse is more serious, most of the province's mineral water production enterprises belong to small companies, with the relative saturation of the regional market, the market supply exceeds demand situation. The production enterprises in order to survive, have to fight to win a larger market, had to provoke a price war, resulting in corporate profits as a whole slipped. As a result, enterprises no longer have the power to expand reproduction, and no longer have the ability to update facilities and equipment and production conditions.
One, market positioning
1, urban residents of household water
; 2, government agencies, organizations, enterprises and institutions;
3, rural residents of the water;
4, student water;
5, meetings, tourism, social activities.
Two, the market characteristics from the consumer behavior, many consumers are gradually fading out of the field of pure water, and choose mineral water rich in minerals and trace elements. Survey shows that mineral water in the near future to become popular water. From this analysis, there are about 3 million households in our province drinking mineral water, pure water and spring water, according to the market demand ratio of 3:5:2, there are about 900,000 households drinking mineral water. With the improvement of people's material life and the pursuit of health, the market demand for mineral water will increase at a greater rate.
Three, the market assessment
1, consumer recognition of the product performance of mineral water is still vague understanding, mainly because of the production or distribution of mineral water is not enough publicity on the performance of mineral water enterprises. "Mineral water for your health refueling" should become the theme of the next three years of mineral water publicity.
2, the market space is large enough, the enterprise target profit is considerable. According to survey statistics, our province has more than 38 million people, the foreign population and several million. If every 10 people in 2 people drink a bottle of mineral water every day, it will need 8 million bottles, visible market.
3, through the strengthening of marketing tools, advertising, improve the quality of service can approach more target customers.
4, the target market economic growth, the public standard of living improved, the development of stable
. 5, the market demand for mineral water products growth, market segments with growth potential
. 6, mineral water products market competitors are mainly pure water, it if once firmly occupy the market 30-40% above, can make the pure water products market attractiveness greatly reduced. Market trends and market competition analysis I. Market trend analysis Water is the source of life, human society in the longer term will be water as people's survival needs to look at, people no longer think that quenching thirst is the only function of water. Survey shows that in the province's seven major cities, 48.9% of consumers like mineral water, 30.1% of people like pure water, a difference of nearly 20 percentage points, while only 21% of consumers show that it does not matter. Many manufacturers have realized the changes in the market. It is understood that there are already a number of well-known pure water manufacturers in the province began to change course to produce mineral water or natural spring water. Diversification, functionality will be the future direction of development of mineral water. It may not be long, pure water brand-name enterprises will become mineral water manufacturers
Two, market competition analysis In recent years, with the emergence of the beverage industry, especially the new army of tea drinks, fruit juices with its nutritional, natural selling points quickly won the favor of consumers. Coupled with the number of mineral water producers in our province flooded, making the mineral water market in our province, the competition is intensifying, especially the price war as the main means of competition for market share, so that many mineral water producers and even the idea of selling the idea of jumping out of the building, the price is all the way down, the original 15 yuan a barrel of mineral water down to 10 yuan a barrel, the state of this competition will not be alleviated for a short period of time. Consumer analysis
A, consumption habits analysis On the survey results, consumers are still somewhat dependent on pure water
: First, pure water price is low; Second, pure water sales network relative to mineral water is much larger, can meet the needs of consumers in a very short period of time; Third, the performance of consumers on the mineral water to hold a fuzzy understanding of the change from not knowing to not buy. Second, consumption tendency analysis With the improvement of consumption level and people's desire for health, consumers have to re-examine their eating habits. Through the survey, consumers are more serious emulation of the cloud psychology, which provides an opportunity for mineral water in the sales process, the use of marketing tools, manufacturers, if you increase advertising efforts, will greatly change the consumer's consumption tendencies. Macro-analysis of the development of the industry and recommendations
A macro-analysis of the industry shortcomings
1, the lack of brand awareness of the province's mineral water producers are quite a number of enterprises, resources are also very rich, and some of the enterprise's production capacity, product quality, enterprise reputation, capital operation ability have, but the lack of awareness of the name brand, only to meet the market in a certain region of the operation, limiting their own hands and feet.
2, the industry leader is not strong awareness of the mineral water production enterprises in our province, some enterprises in any measure, are enough to become the industry leader, but because of the "industry leader" of the fuzzy understanding, do not understand the status and role of the leader, is always in the industry in a subordinate position, can not control the direction of the market.
3, weak awareness of product quality Individual enterprises only pay attention to product sales, while ignoring product quality. In the peak season of sales and even "labeling" phenomenon, it is difficult to ensure product quality.
4, a serious waste of resources Wudalianchi, known as one of the world's three cold springs, has a wealth of mineral resources. According to the survey, Wudalianchi has been in a disorderly state of mining, is likely to cause the exhaustion of mineral resources of the evil consequences.
5, market access "threshold" low Some mineral water companies, not QS certification can also be put into production and sales.
6, the status of strong enterprises
(1) product quality leading enterprises: Wudalianchi volcanic spring beverage Co., Ltd., known for the production of bicarbonate, metasilicicic acid mineral water and mineral wine series products. The product is the body's most ideal trace element supplements. And in the medical has more than two hundred years of application history, on the stomach, neurasthenia, iron deficiency anemia, hypertension, diabetes, coronary heart disease, heart disease, obesity, rheumatoid arthritis, psoriasis and other more than 40 kinds of diseases, has a miraculous medical, health care efficacy, and is therefore known as the "medicinal springs", "God water". God water".
(2) enterprise reputation leading enterprises: Jiamusi City Yongchun Mineral Water Development Co., Ltd. adheres to the "quality is life, the user is God" service purpose, to maintain eight years without complaints, no blind spots in the quality of service without a blind spot to the credibility of the enterprise, and the establishment of credibility of the user file, set up a special person for the user to drink water dispenser disinfection and sterilization on a regular basis, to establish a reputation among consumers. Sterilization, set up a good corporate image in the consumer, creating a good corporate reputation.
(3) the most development potential leading enterprises: Harbin Toda Beverage Co., Ltd. (Mopan Mountain Spring Mineral Water) efforts to play the advantages of resources, resources into the capital of the enterprise. 2006 in order to complete the shaping of its own brand, invested 30 million yuan to expand production and transformation. It is expected to be put into production in October 2006, when it will reach the production capacity of 100,000 tons of drinking water and 100,000 tons of beverages per year. Achieve an output value of 150 million yuan, profit tax of 20 million yuan of modern beverage production enterprises. (4)** Provincial famous brand enterprise: Harbin Yuying Natural Foods Co., Ltd. due to the continuous standardization and adjustment of corporate production and business practices, quickly won praise among consumers. The products have also developed from a single beverage to barrels and bottles of pure water, mineral water. The company has been recognized by the provincial Department of Health as the only A-class drinking water production enterprises in the food industry, the Provincial Bureau of Technical Supervision recognized as QS access enterprises, so that the "Tianhengshanquan" brand of mineral water quickly get the consumer's favorite, and at the same time among the ranks of the province's well-known brands.
Suggestions
(A) resource integration 1, from the perspective of investment, led by the government, Wudalianchi and even the province's mineral spring resources for integration, and make reasonable use of resources and development, will be able to achieve great social and economic benefits. 2, the advantageous enterprises in the industry to integrate and merge the resources in the industry, complement each other's strengths and weaknesses, strong combination, to achieve a win-win situation.
(2) fight and prevent, increase the supervision of the circulation of drinking water to strengthen the management of drinking water enterprises strictly approved food production licenses, and its production links to strict supervision. In addition, the regulatory authorities should implement a reward for reporting system, so that there is a report must be investigated, there are bad must be investigated, investigated must be removed from the root.
(C) establish brand awareness, explore their own resources, expanding the living space People in the purchase of mineral water has a strong sense of brand consumption, the brand is the life of the enterprise product, with the arrival of the brand consumption era, how to brand marketing should become one of the core concept of the enterprise. Only to create the intangible assets of the brand, in order to extend the life cycle of the enterprise, in order to maximize the survival space.
(D) strive to be the industry leader, based on the provincial market, expanding the national market, into the international market Establishment of the ambitious goal of enterprise development, strive to be a leading enterprise, leading the industry bigger and stronger, expanding to the national market, into the international market. **Provincial Market Research Association **Modern Enterprise Research Center