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bubble water competition is homogeneous and fierce. What kind of cognitive opportunities are there?
Today, bubble water is like a dense bubble, crowding the major brands. Why is bubble water on fire these years? Do young Chinese consumers like to drink bubble water all of a sudden? What is their recognition of the value of bubble water? What other cognitive opportunities can make the market space of bubble water continue to grow? This article talks about these problems. It should be noted that “Chinese consumers” are just for the convenience of expression. Of course, they do not refer to all Chinese people.
The process of bubble water being accepted in China
As for the course of bubble water’s acceptance in China, the article “the portrait of Chinese class in bubble water” is more detailed
“For a long time in the past, bubble water didn’t sell well in China（ From 2010 to 2012, the sales volume of bubble water in the Chinese market basically maintained at about 100000 liters. Over the same period, sales in Europe and the United States have reached nearly 500 million gallons. People in Europe and America drink bubble water for three meals a day.) In the Chinese market, only those who emphasize the taste of life, or even those who have received food education in Europe and America, will like or be able to accept the taste of bubble water. Because the Chinese people’s eating habits and stomach habits are not suitable for this kind of bubble water with strong taste and body feeling. “
“From about 2012, bubble water began to show signs of development in China. In that year, the compound annual growth rate of bubble water reached 20%. According to the data from the household consumption sample group of Kaidu consumers, the consumption of bubble water in the Chinese market in 2019 increased by 43.9% year on year, far higher than the 5% sales growth rate of ordinary mineral water. Today, bubble water is a business with annual sales exceeding 10 billion yuan in China. “
Why on earth is this? Because bubble water has transformed its category cognition in the Chinese market.
Now, what are the existing categories of bubble water recognized by Chinese consumers?
Before analyzing this problem, we should pay special attention to: from what perspective do we understand the concept of “category”? We can classify them from two aspects. On the one hand, we can find the category from the physical properties, such as Hermes bag is bag, Yuanqi forest bubble water is bubble water, soy sauce is soy sauce, which I call “shape category”; On the other hand, we should return to “consumer demand”. For example, Hermes’s bag is a luxury to express identity, and soy sauce is a fresh and coloring seasoning for cooking braised pork, which I call “essential demand category”. In order to understand the category, these two dimensions should complement each other, especially the second dimension: “category of essential needs”.
Understanding the underlying logic of “category”, it is not difficult for us to understand what Chinese consumers have known about the category of bubble water?
1. Most Chinese consumers think: bubble water = water with bubbles（ There is a foreshadowing here, which will be analyzed in detail later.)
2. Nowadays, in the cognition of most Chinese consumers, bubble water is “0 sugar, 0 fat, 0 calorie drink”（ As for drink can fat? As more and more Chinese consumers have a clear understanding of “Zero sugar”, they no longer think that this kind of bubble water is “a drink that won’t get fat after drinking”
High sugar – this is the most critical point of most carbonated drinks and juice drinks in the past. And “0 sugar” and “0 sucrose” can also be called “drinks” (the category information conveyed by drinks is: the taste is OK, and can satisfy the pleasure of the mouth) – bubble water is the best liquid form to meet this demand. However, the realization of “Zero sugar” is due to various “sugar substitutes” such as erythritol. Almost all local bubble water is the same “0 sugar, 0 fat, 0 calorie” basic formula, without any industry threshold.
3. In order to run in the category of bubble water, major brands are innovating in the direction of “bubble water +”. The “+” here, on the one hand, endows bubble water with various value-added functions, such as vitamins, beauty ingredients, minerals and so on, turning bubble water into a functional drink with “0 sugar and a certain function”; On the other hand, it is to innovate in the taste of bubble water, such as rice wine bubble water, natural juice bubble water, lactic acid bubble water, etc.
Based on this, consumers’ cognition of the category value of bubble water has been upgraded. It is not only a beverage with 0 sugar, 0 fat and 0 calorie, but also a functional beverage that can meet some subdivided needs, or a beverage with unique and novel taste.
However, functional food itself is also a big competition. In recent years, various forms of functional foods (sugar, jelly, powder, etc.) have come one after another. Consumers no longer have health care knowledge, but also can understand: any kind of health care ingredients is not to eat the more the better. For example: bubble water added vitamins, then I eat compound vitamin tablets will not be redundant? Is the content of VC in water lower than that in VC tablets? Then why should I spend a few more yuan to buy a bottle of bubble water with VC? Drinking water will fill your stomach.
Therefore, we can see that, generally speaking, Chinese consumers’ cognition of bubble water almost stays at the functional level. However, it is interesting that the “functions” of bubble water are all added by external elements. As a result, although the bubble water field is in full swing, it is really difficult to make differentiation.
Now, what is the consumer’s cognition of bubble water category that has not been or is not clear?
1. As mentioned above: in the cognition of Chinese consumers, bubble water = water with bubbles. So, the question is: How did this “bubble” come from? Is it artificial? Or natural? Many people don’t know, or even don’t have this concept (can the “bubble” of bubble water be natural?). In their mind, as long as the shape of water is like soda, and the water has a “bubble feeling” to drink, it is bubble water. Therefore, some people will confuse soda water and bubble water, thinking that they are all one kind of water.
As mentioned above: the new product incubation direction of bubble water is almost “bubble water +”, that is to add various nutrients, such as hyaluronic acid, vitamins, natural fruit and vegetable juice, to the water with bubbles. There are few articles on “bubble”, and no brand carries out market education on “bubble” of “bubble water”. What are the benefits of this “bubbly water” on the body? The reason for this is that the market of “bubbly water” is too prosperous. Who is the first to invest a certain amount of resources in education will not only transform the products, but also spend a certain amount of education costs. Therefore, we simply ignore the fact that “in fact, most people only know the appearance of bubbles, but do not understand the connotation of bubbles”.
For example, when Paris water entered the Chinese market, it did not focus on publicizing the popular science knowledge such as “its own bubble is pure natural” and “why is it so”, “what are the benefits of pure natural mineral water + pure natural carbon dioxide” and so on; It’s still a country with Zero sugar, zero fat, zero heat and its artistic style.
2. Can there be bubble water brand in China to produce emotional value, even cultural value?
On this point, some people will certainly refute: do not always rise to the height of the so-called brand, hypocritical. Bubble water is a category of Chinese consumers’ cognitive bonus. Now young people all over China want “0 sugar, 0 fat, 0 calories, and good to drink”, and bubble water is the best product form to meet the above needs. Hurry to give this wave of cognitive bonus, and the comparison is speed!
That’s right. Or back to that sentence: it depends on whether you are doing business in the way of “brand”. Brand is not creative packaging, is not only to spend money to do advertising communication, is not what emotional marketing; A brand is a business. It pays attention to the rate of return on investment. The problem it has to solve is the sustainable growth of the enterprise.
As you can see, the fighting of bubble water is fierce, and the foundry is similar. The main value of this category to consumers now is the functional value, and there is no threshold for this functional value: “0 sugar, 0 fat, 0 calorie + various functional additions”. So, what is the emotional and even cultural value of bubble water? Function is easy to imitate, but real emotional involvement and cultural identity are difficult to imitate; And that’s what a brand is all about.
However, the emotional value of a brand does not mean that if you shout to understand young people, you will have emotional links with them; Cultural value is not to create a national tide element or national tide style on the bottle, which means you are “national tide”.
Take a look at the history of water in Paris. At the beginning of the birth of Paris water, the people who drank it were mainly European aristocracy. With the cultural label of “madness, honesty and freedom”, Paris water entered the hearts of the postwar generation and their party scenes (nightclubs, etc.)（ “Perrier, c’est fou! Perrier, it’s crazy
(Perrier by Dali, a Spanish surrealist painter)
Nowadays, Paris water has become a cultural symbol of health, art and other quality of life in China. There are so many bubble water in China, but Paris water is always different. Data show that: in 2017, China has replaced Japan as the largest market of Paris water in Asia, and maintained double-digit growth.
So, how does bubble water take root in China? This is worth thinking and innovating. For example: now the price of bubble water is mostly 5 yuan to 8 yuan, can we have our own high-end bubble water? It represents the health culture brewing from China. Or with the special taste of regional history and culture, can bubble water break the circle? For example, salt soda water, which has been produced by Shanghai Yanzhong, an OEM of Xixiao tea bubble water.
How will bubble water develop in China? Suggestions can be more from the consumer has not, or fuzzy category cognition to mining. Only by seizing these cognitive opportunities can this category continue to grow in China’s domestic market. After all, Chinese people have no historical habit of drinking bubble water. If young people only drink bubble water for the sake of those “zeros”, how long can the prosperity of this category last“ 0 sugar, 0 fat, 0 calories, and there’s a little bit of taste “food, not just bubble water.
Author: Xiaoquan pear; Source: Xiaoquan pear (ID: xiaoquanlisocial), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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