China Food

The three giants of instant noodles meet, and cooked water becomes the next battlefield of bottled water?



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after pure water, natural water and mineral water, the “battle of gods” in the cooked water market has become increasingly fierce.
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In hot summer, bottled water is the best way to quench your thirst.
Recently, we launched a new product, Gequan cold boiled water. Since then, the three giants of instant noodles, jinmailang, Master Kang and uni president, have led the war of “Three Kingdoms killing” to the cooked water market.
Interestingly, today’s Mailang product is called liangbaikai, and Master Kang’s product is called drinking boiled water. In addition to the unified cold boiled water, for consumers, the names of these three products are difficult to remember and silly to distinguish.
In addition to the three giants of instant noodles, Nongfu mountain spring and Wangwang also launched their own cooked aquatic products. After pure water, natural water and mineral water, the “battle of gods” in the cooked water market has become increasingly fierce.
“Old friends” of Chinese people and “new players” of the 100 billion market
The Chinese people have always had the habit of drinking hot water, so there is a special market of “cool and white”.
Unlike pure water and mineral water, there is no scientific definition of cooked water given by professional institutions. According to the existing definition of Baidu Encyclopedia, the so-called “boiled water” is commonly referred to as “boiled water”. Strictly speaking, it refers to “boiling water”.
“Drinking hot water” is carved into the Chinese gene. The French historian Braudel wrote in material civilization, economy and Capitalism: “the Chinese have been drinking boiled water for thousands of years. This tradition is lacking in the West.”
But in ancient times, boiled water was not something that ordinary people could drink. During the period of emperor Wuzong of the Tang Dynasty, the Japanese monk Yuanren came to China and saw that ordinary people in Shandong “never cooked soup, but only ate cold dishes for many years”.
For the working people at the bottom, in an era when fuel is too scarce, they usually eat cold food, let alone boil water.
Even in the Song Dynasty, the habit of drinking tea was deeply rooted in the common people, but ordinary people could not afford the fuel cost of boiling water, so the tea shop selling tea became a good business.
This situation did not change until the Republic of China. With the popularization of bacterial knowledge, drinking cooked water has “scientific” support. The intellectual community began to call on the public to drink cooked water in newspapers, and the government also shouldered the responsibility of public health and began to promote drinking cooked water to the public on and off.
In the economically developed southeast coastal areas, there are even special “cooked water shops”. A survey report on the living conditions of workers in Shanghai in the 1930s showed that because of the low price, in addition to drinking water, workers also directly buy water for cooking from “cooked water shops”.
After 1949, the government strengthened the publicity of drinking hot water, and repeatedly called on “to repeatedly educate the masses to drink boiled water and sterilized water instead of raw water”.
With the vigorous promotion of the government, boiled water has gradually prevailed in urban and rural areas. Most of the boiled water supply for urban residents is the responsibility of their factories, mines and organs, and they are purchased with tickets. Rural “public canteens” have also provided boiled water supply.
Author: Chen Xubin
On many medical platforms, the “boiled water” recommended by doctors is around 30 ° C. Although the bottled cooked water has been heated and sterilized at no less than 100 ° C, it obviously does not reach the temperature of “boiled water” when it is imported.
Consumers also have many doubts about bottled cooked water, “why not boil water at home?” “Drinking boiled water means drinking hot water. Is cold packaged water still called boiled water?” “The water can’t be drunk overnight. How long has the water in the bottle been kept?”
In fact, the production of bottled boiled water is much more complicated than “boiling water in a pot”, so the boiled water boiled at home is not the same as the boiled water sold in a bottle.
For example, jinmailang adopts UHT 125 ℃ pure physical high-temperature firing sterilization process. When selecting water, jinmailang uses high-tech reverse osmosis membrane filtration, and adopts French super clean filling equipment. The full closed process is 80 ℃ high-temperature filling without pollution; Master Kang’s sterilization process is also similar. Uht135 ℃ ultra high temperature instantaneous sterilization is adopted, which is also the highest sterilization temperature in the industry.
Although the boiled water is not the “cold boiled water” that we usually cook at home, it does not prevent the giants from naming their products with the words “cold boiled water” and “boiled water”.
The Chinese beverage industry group standard T / CBIA 007-2021 clearly states that “the products implementing this document can use common names or popular names that do not cause misunderstanding or confusion among consumers, such as’ cold boiled water ‘,’ boiled water ‘,’ boiled water ‘, etc.” It is worth mentioning that the drafting units of this standard include jinmailang, Master Kang and Wangwang.
For the Chinese people, the word “boiled water” is far less familiar than the more everyday concepts such as “cold boiled water” and “boiled water”. This may also explain why these giants would rather take the risk of “being confused” and use the above words to name their products.
The name is in line with the Chinese vocabulary habits, and the brands also follow the Chinese culture in the promotion of cooked water. As the pioneer of the category, jinmailang took the lead in playing the card of “more suitable for Chinese people’s physique”. In the introduction of the official website, it also cited the “Taihe soup” mentioned by Li Shizhen in the compendium of Materia Medica.
The newly launched liangbaikai “twelve hour” glass bottle is inspired by the Qingming River picture, which depicts the life of the market on the glass bottle in the way of serializing the twelve hour pictures.
Fan Xianguo, chairman of jinmailang, once said publicly: “if there is a bottle of water that can represent China’s healthy drinking water culture to the world, then I hope it is cold and white.” his ambition for the cooked water market can be seen.
Master Kang also makes good use of Chinese culture. It has been mentioned in the relevant publicity that drinking boiled water inherits the wisdom of the compendium of Materia Medica, and its main theme is “mild, safe and sweet”, which is called “contemporary Taihe soup”.
Nongfu mountain spring continues to emphasize water sources. In the previous interview, he said that the boiled water of Nongfu mountain spring continued the product concept of “never using urban tap water” and took water
However, if you want to produce mineral water, you need to have a mineral resources mining license, which is recognized by the industry as difficult to obtain. This also makes many licensed water enterprises eager to talk about their “water search journey”.
Now, ripe water has emerged in the sky, forcefully dividing water into two categories of “ripe water” and “raw water”, and jumping out of the “strange circle” surrounding water source competition.
Xu Jian, Deputy Secretary General of the China Food Industry Association, pointed out that there was a hidden danger of bromate residue in the disinfection of bottled raw water by adding ozone reagent. The cooked water production process of jinmailang not only completely killed the harmful bacteria such as aeruginosa, but also did not produce bromate.
Dr. Zhong Kai, member of the Standing Committee of the health communication branch of the Chinese Preventive Medicine Association, explained that the international agency for research on cancer of the World Health Organization included bromate in the list of class 2B carcinogens, which means that there is no conclusive evidence that it can cause cancer in animals and people.
No matter how carcinogenic bromate is, it is too professional for consumers.
However, this does not affect consumers’ perception that “cooked water” is better than “raw water”, nor do they think that the advertising slogan “cooked water is more suitable for Chinese people’s physique” is against their cognition.
After all, compared with the difference between pure water, natural water and natural mineral water, the difference between cooked water and raw water is clearer to the Chinese people, and the market education work of enterprises has been done thoroughly.
From the perspective of pricing, the price of cooked water is generally below 3 yuan, which is the middle and low-end market. For different enterprises, the original intention of entering the cooked water market is different.
As a leader, starting from 2018, today’s Mailang liangbaikai has maintained the first growth rate in the industry for nine consecutive quarters. In 2020, liangbaikai’s revenue exceeded 2 billion yuan. The rise of the cooked water business can undoubtedly add fuel and raise the salary for jinmailang, who is preparing for IPO.
In recent years, Master Kang has been subordinate to Nongfu mountain spring and Yibao. Now, he is arranging the cooked water business. Perhaps he also wants to break through the encirclement.
Zhu danpeng, an analyst of China’s food industry, believes that according to Master Kang’s market share and its advantages in brand, team and customers, it should be able to fully cover the cooked water market in a short time.
For Nongfu mountain spring, in addition to expanding the category of cooked water, it is more important to ensure that the industry status is not shaken.
In the view of Shen Meng, director of Xiangsong capital, Nongfu mountain spring actively launched low-end products such as boiled water, and counter attacked the core market of the competitors, which can not only increase the competitive pressure of the competitors, but also relieve the performance pressure of Nongfu mountain spring itself.
epilogue
When the one yuan bottled water disappears, domestic bottled water ushers in consumption upgrading.
Data show that in the German consumer market, high-quality mineral water accounts for more than 90% of the bottled water market, and the proportion of surface water is very low. However, in China, 80% of bottled water is composed of surface water, and the market share of high-quality mineral water is less than 20%.
In terms of per capita mineral water consumption, the consumption of German residents is 171 L / year, and that of Italy is 179 L / year. However, the corresponding consumption of Chinese residents is only 1
The three giants of instant noodles meet, and cooked water becomes the next battlefield of bottled water?
农夫山泉和娃哈哈还在对簿公堂时,康师傅学着农夫山泉搞了新品类——矿物质水。2008年,康师傅又增加了“优质水源”的描述,但此时,一篇名为《康师傅,你的优质水源在哪里》的文章却在网上传开。
这篇文章质疑康师傅的水可能是自来水,而非其宣传的“优质水源”。迫于舆论压力,最后康师傅公开道歉:水源确实是自来水。
也是这一年,农夫山泉将广告语改为“我们只是大自然的搬运工”,进一步强化了其作为天然水的品类地位。
只是农夫山泉也没逃过被比较的命运。2013年,恒大冰泉问世,打出“不是所有大自然的水都是好水,我们搬运的不是地表水”概念,矛头直指农夫山泉的水只是天然水,而非天然矿泉水。
但想要生产矿泉水,需要有《矿产资源采矿许可证》,这个证又是业内公认的难以获得,这也让众多有证水企热衷于讲述自己的“寻水之旅”。
如今,熟水横空出世,硬生生地把水分成了“熟水”和“生水”两个大类,跳脱出了围绕水源竞争的“怪圈”。
中国食品工业协会副秘书长徐坚指出,瓶装生水添加臭氧试剂消毒,存在溴酸盐残留隐患,今麦郎的熟水制作工艺既彻底杀灭铜绿等有害细菌,又不会产生溴酸盐问题。
中华预防医学会健康传播分会常委钟凯博士解释,世界卫生组织国际癌症研究机构把溴酸盐列入2B级致癌物清单,这意味着没有确凿证据证明它能够导致动物和人患癌。
无论溴酸盐的致癌程度如何,对消费者而言,都是过于专业的名词。
但这并不影响消费者认为“熟水”就是比“生水”好,他们也不会觉得“熟水更适合中国人体质”这句广告语有违认知。
毕竟比起纯净水、天然水和天然矿泉水的差异,熟水和生水之分对中国人来说更清楚,企业们的市场教育工作早被做透了。
从定价来看,熟水的价格普遍在3元以下,切中的是中低端市场。对于不同的企业来说,切入熟水市场的初衷也不一样。
作为领头羊,2018开始,今麦郎凉白开连续9个季度保持行业增速第一,2020年凉白开营收突破20亿元。熟水业务的崛起无疑能给正在冲刺IPO的今麦郎添柴加薪。
康师傅近几年一直屈居于农夫山泉和怡宝之后,如今布局熟水业务,或许也是想弯道突围。
中国食品产业分析师朱丹蓬认为,按照康师傅的市占率,以及在品牌、团队、客户等方面的优势,应该能在短时间内对熟水市场实现全覆盖。
对于农夫山泉来说,下场做熟水除了拓展品类,更多是确保行业地位不被动摇。
在香颂资本董事沈萌看来,农夫山泉主动推出白开水这样的中低端产品,反向进攻对手的核心市场,既可以增加对手的竞争压力,也可以缓解农夫山泉自己的业绩压力。
结语
当一元的瓶装水消失,国内瓶装水迎来了消费升级。
数据显示,在德国消费市场,优质矿泉水占据瓶装水市场90%以上的份额,地表水比例很低。但在我国,瓶装水八成由地表水构成,优质矿泉水的市场份额不足20%。
在人均矿泉水消费量方面,德国居民是171升/年,意大利是179升/年。而我国居民对应消费量仅1.5升/年,不足上述发达国家的百分之一。
矿泉水成为即饮水细分赛道里增速最快的一支,竞争也最激烈。元气森林也在今年大力推广“有矿”矿泉水,试图与众多巨头一较高下。
目前,瓶装水行业的格局相对稳定,农夫山泉、怡宝、康师傅、百岁山、娃哈哈、冰露牢牢占据前六名位置。
但市场需要新故事,熟水撑起了新战场。
作者:青翎;来源:观潮新消费(ID:TideSight),转载已获得授权。
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