China Food

Air outlets that can’t be grasped and sports drinks that can’t be sold

can’t hold its core scene and its core crowd, which is the most embarrassing place for sports drinks.
After the birth of pulsation in 2003, it once led a wave of “sports drinks”. What screamed and activated once stirred the spring water of the beverage market.
However, after the peak, the pulsation has been teased by the outside world, and the scream only appears in the videos of “list of hard drinks” and “bottles can be used as oyster sauce containers”.
In this issue, I’ll talk about sports drinks.
In 1965, in Florida, the United States, where the weather was hot and humid, Dwyane Douglas, assistant coach of the local university football team, found that the players in the team did not play well and often suffered from heatstroke. After participating in the summer training camp, they lost weight.
Football is all about strength. The players become lighter. The coach must have a headache.
So coach Douglas went to Dr. Robert Kidd, a kidney disease expert at the University of Florida School of medicine, and asked him to help solve the problem.
Dr. Cade found that all kinds of problems in players’ bodies were caused by serious fluid loss. This loss can not be solved by drinking water alone. So he began to develop a special drink for athletes to supplement the carbohydrates and electrolytes lost by sweating.
Soon, a mysterious drink was delivered to the stadium from Dr. Cade’s laboratory.
In the game test, Dr. Cade found that the players who drank drinks during the game had significantly higher physical fitness than their opponents at the end of the game. His experiment was a great success.
Therefore, this drink was taken to the stadium by the University of Florida as a secret weapon, and it was spread from the football field to the sports world in the United States.
This beverage is the originator of modern sports drinks and also the first sports drink brand Gatorade in the United States.
In China, sports drinks started much later.
The first sports drink in China should be Jianlibao, which was born in 1984.
As the first beverage added with alkaline electrolyte in China, Jianlibao took the lead in introducing the concept of energy drinks to the Chinese market, and also made the Chinese people feel the power of sports marketing for the first time.
Although I have always thought that taking carbonated drinks as sports drinks is not very scientific in itself. However, the magic power of Chinese magic water is really too strong. Looking at the national level alone, all the sports drinks added up later were not enough for Jianlibao. China’s No. 1 sports drink deserves the name.
But after 2000, Jianlibao, which had experienced a series of disturbances, gradually sank. Despite the launch of products like the fifth season, it has not caused any big waves in the market.
However, the decline of Jianlibao gave the latecomers an opportunity.
In the industry, Wahaha has always been a master of “follow-up innovation”. The so-called follow-up innovation is not to be the first brand to eat crabs, but to follow up quickly after the competitors launch new brands, launch similar products, add some micro innovations, and beat the pioneers with their own strongest channel ability in the industry.
I also mentioned in the previous video of LeBlanc that the pioneer of calcium milk was actually LeBlanc, but soon Wahaha launched the imitation product ad calcium milk, and finally dominated this category. In addition, in cola, Babao porridge and other categories, Wahaha has achieved good results by relying on follow-up innovation.
Wahaha’s launch and activation this time is to do the same thing that was done in the milk yoghurt market to LeBlanc again in the energy drink market.
By comparing the products, we can see that there are pulsating shadows everywhere on the activation body. In addition to taste, in terms of volume, bottle body design, main color of blue, and even large caliber bottle mouth, they are very similar to pulsation.
Wahaha’s innovation lies in that in addition to vitamins, it also claims to add guarana, a “fruit of youth and vitality” from South America.
In addition, Wahaha also took out Wang Leehom, the ancestral spokesperson, and asked him to endorse a sports drink in addition to pure water, which belongs to one Hong and two eats.
In cooperation with Wang Leehom’s advertising film, Wahaha spent 150 million yuan on advertising in 2004, and the amount of money burned was the first in the whole category. The sales volume was also good, reaching 300 million, second only to pulsation in that year.
As for screaming, it’s a more interesting brand.
Although the main target is “emotional drinks,” in my opinion, the core selling point of screaming is actually fun.
Until now, when it comes to pacifier bottle caps, most people still think of screaming. When I was in school, I liked the design of this bottle cap very much. I could drink it by sucking it with a “pacifier”, or squeeze the bottle body and spray it directly into my mouth.
After drinking, the empty bottle will not be thrown away. We fill the bottle with water, which is a simple water gun. At the end of class, the male students can have a scuffle in the corridor with screaming.
In addition, in the drink itself, screaming is also done with enough personality. Unlike in the past, a brand has only one main color, scream has divided its three tastes into three completely different colors.
The blue bottle is a grapefruit flavor, which mainly focuses on sports to supplement energy. The green bottle is similar to the non aerated Sprite, which mainly focuses on low sugar and low heat. In addition, there are red bottle screams, mainly refreshing and refreshing. It is ginseng flavor, and it is also a famous hard drink as well as Laoshan White Snake grass water.
Compared with other categories, sports drinks are a very fast-growing category, and new players continue to enter the game.
In 2005, Gatorade, which has long been under Pepsi’s revenue, announced its entry into China and hired Yao Ming as its image spokesperson. It has entered China long ago, but the Japanese brand baokuang Lishui, which has been operated by the Buddhist department, has also increased its layout in the first tier cities
According to the general rules of beverages drafted under the leadership of the technical working committee of China Beverage Industry Association, all beverages in the market can be divided into 10 types, of which special-purpose beverages are divided into four sub categories: sports drinks, nutrient drinks, energy drinks and electrolyte drinks.
From this classification, there are not many sports beverage brands in the real sense.
Pulsation, activation and water sports, which pay attention to supplement vitamins and water, can only be considered as nutrient drinks. However, Gemini water pays special attention to supplement human electrolytes and should be classified as electrolyte drinks.
As for Red Bull and Dongpeng special drinks, they usually contain caffeine and taurine, which are very effective in anti fatigue, improving endurance and energy concentration, and belong to the category of energy drinks.
Among the mainstream brands, only Gatorade and scream are real sports drinks.
However, this set of standards is mainly divided by the industrial sector, and consumers will not look at it so carefully.
In the market, there are only two types of energy drinks, one is red bull, Lehu and Dongpeng special drinks, and the other is other types, which can be collectively referred to as sports drinks.
Although the functions of these two species overlap to some extent, they are not the same species at all.
Energy drinks are more like stimulants, and the essence of sports drinks is actually an upgraded version of drinking water, which solves the problem of “what to drink when thirsty”.
In school economics, teachers will teach the concepts of “substitute goods” and “complementary goods”.
Drinking water and sports drinks are the most typical substitute commodities, which compete with each other.
However, as the most stable market, how can sports drinks compete? Only drinking water can defeat you.
The most embarrassing place for sports drinks is that they can’t hold their core scenes and their core groups.
The difference between sports drinks and energy drinks such as red bull is here. Energy drinks have a very stable group of consumers: truck drivers, overtime workers and students’ party. As long as you need to stay up late, there are things like red bull Lehu Dongpeng special drink.
But sports drinks do not have such stable consumers. Even on the court and in the gym, drinking water is more popular than sports drinks.
The reason is also very simple, cheap. I can buy two bottles of mineral water with a bottle of pulsating money.
Market competition is so cruel.
In order to grab a share from drinking water, sports drink manufacturers will tell you that our products can not only quench your thirst, but also supplement nutrition, electrolytes and carbon water for you. Moreover, they are better than ordinary drinking water because it is sweet and delicious.
For example, Gatorade has also created a slogan that “quenches thirst and disintegrates thirst.” it also wants to use the concept of “body thirst” to differentiate.
However, no matter how hard we try, the upper limit we can reach is very clear.
Air outlets that can’t be grasped and sports drinks that can’t be sold
《大战2004 功能饮料谁领风骚》——崔艳



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