China Food

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

“ 
The
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.
a60
Air outlets that can’t be grasped and sports drinks that can’t be sold
2008年,农夫山泉推出水溶C100,2011年又推出力量帝维他命水。
2014年,可口可乐推出了水动乐,并且邀请林丹代言。
到了2011年,运动饮料市场规模就已经突破百亿了。
那么,为什么这几年,运动饮料突然就卖不动了呢?
我个人的观点,第一是因为中国的体育市场目前来讲还不够大。
虽然现在越来越多人开始运动,但整体来说,有时间和精力去运动的人还是少数。包括哪怕足球、篮球这种很受欢迎的项目,想必大家都知道,我们的足球人口、篮球人口其实很少。
那么依托于这个市场的运动饮料,天花板自然不高。
要知道,在北美和亚太地区,软饮料市场接近一半都是运动饮料的天下,但在中国,万亿饮料市场里,只有200亿属于运动饮料。
结果就是,所有运动饮料品牌都不愿意把自己绑定在运动场景里,一绑定,路不就走窄了嘛。
比如佳得乐,很实诚地走体育路线,用心塑造自己专业运动饮料的定位,结果在中国市场就没讨到好处。
再比如尖叫,明明是正牌运动饮料,非得创造个概念叫做「情绪饮料」。至于什么是情绪饮料,是不是喝完就容易emo,咱也不清楚,咱也没地儿问。
老大哥脉动就更有意思了,达能原本是想把它打造成运动饮料的,结果做了个市场调研,觉得运动市场人群实在太窄了,没啥前途。
于是直接选择抄能量饮料的定位,主打「脉动回来」,也就是用营养帮消费者找回良好状态。
而且前几年,脉动还推出过含气饮料「脉动灵汽」,以及400毫升的「吃货装」,都是为了把路走宽,把产品渗透到餐饮和其他场景里。
可见大家都觉得,在一个运动人口总量并不算特别大的市场里,做运动饮料,是个不够性感的生意。
第二个原因,则是运动饮料本身就是个很尴尬的品类。
这里我先科普一下运动饮料的定义。
根据中国饮料工业协会技术工作委员会牵头起草的《饮料通则》,市场上所有饮料可以分为10个类型,其中,特殊用途饮料又分为四个细分类目:运动饮料、营养素饮料、能量饮料、电解质饮料。
如果从这套分类看,真正意义上的运动饮料品牌其实并不多。
脉动、激活、水动乐这些注重补充维生素和水分的,只能算营养素饮料,而宝矿力水特注重补充人体电解质,应该被划分为电解质饮料。
至于红牛和东鹏特饮,通常含有咖啡因和牛磺酸成分,在抗疲劳,提高耐力和精力集中度等方面效果非常明显,属于能量饮料一类。
主流品牌里,只有佳得乐和尖叫算是实打实的运动饮料。
但这套标准主要是工业界的分法,消费者才不会看那么细。
在市场上,功能饮料只有两种类型,一种是红牛、乐虎、东鹏特饮这些能量饮料,一种是其他类型,可以统称为运动饮料。
这两类虽然功能有一定重叠,但根本不是一个物种。
能量饮料更像一种兴奋剂,而运动饮料的本质,其实是饮用水的升级版,解决的都是「渴了喝什么」的问题。
学校里的经济学,老师会教一个「替代商品」和「互补商品」的概念。
饮用水和运动饮料,就是最典型的替代商品,两者互为竞争。
然而饮用水作为最稳固的市场,运动饮料怎么竞争呢?只有饮用水自己才能打败自己。
守不住自己的核心场景,抓不住自己的核心人群,才是运动饮料最尴尬的地方。
运动饮料和红牛之类的能量饮料,差距就在这里,能量饮料有一群非常稳定的消费者:大车司机、加班族、学生党。只要你需要熬夜,那么红牛乐虎东鹏特饮之类的东西就少不了。
但运动饮料没有这样稳定的消费者,哪怕是在球场上和健身房里,饮用水还是比运动饮料更吃香。
原因也很简单,便宜啊。一瓶脉动的钱我可以买两瓶矿泉水了。
市场竞争就是这么残酷。
为了从饮用水那里抢到一点份额,运动饮料厂商会告诉你,我们的产品除了可以解渴,还可以给你补充营养,补充电解质,补充碳水,而且比普通的饮用水好喝,因为它甜滋滋的。
像佳得乐,还搞出一个「解口渴更解体渴」的Slogan,也是想用「体渴」的概念搞差异化。
但是再努力,能达到的上限也很明确。
因为在市场里,天花板的高度往往不取决于你有多努力,而是取决于你的对手有多强。
参考资料:
《农夫山泉:瓶盖上的尖叫》——《销售与市场》
《乐百氏集团脉动饮料的市场定位分析》——盛辉
《功能饮料沉浮记——成也功能,败也功能》——陈龙
《大战2004 功能饮料谁领风骚》——崔艳
《“激活”娃哈哈剑指何方》——王海荣
《脉动品牌策略分析》——鲍捷
《透视“脉动”》——中国营销传播网
《由“龟兔赛跑”看2003年饮料市场》——中国营销传播网
《饮料的增长引擎,巨头的必争之地》——青山资本
《脉动推出两款新品,想要抢占“餐桌”》——好奇心日报
《佳得乐:“西方健力宝”的霸业五十年》——ECO氪体
《汗水背后的大市场:运动饮料》——懒熊体育
《谁在决定我们运动后喝什么?中国功能饮料400亿市场大扫描》——懒熊体育
《中国红牛前途未决,但600亿元的功能饮料蓝海激战已开打》——懒熊体育
源:IC实验室(ID:InsightPlusClub),转载已获得授权。
媒体商务合作:Amy(微信号:13701559246);
转载授权及媒体合作:Jennifer(微信号:15151447934);
加入社群:Cherry(微信号:15262433826)。

相关阅读



食品人都“在看”

Similar Posts

Leave a Reply

Your email address will not be published.