新华公关传媒网;Research Report on New Drinks in China in 2019

2019-08-05 18:29     未知/www.xinhuaadw.com


新华公关传媒网;Research Report on New Drinks in China in 2019Self-made drinks have entered the Chinese horizon, which has undergone several iterations and upgrades over the years.
The earliest ready-made drinks were made from tea powder, milk powder and other artificial flavoring ingredients. Low-priced, small shops as the main vendors; gradually, tea brewing characteristics of tea mixed with fresh milk tea, fresh milk tea has become a slim hand cup of Naixueyi tea, Starbucks... And so on.
The changes of these drinks witness not only the rise of consumers'health consciousness, but also the convenience of seeing the rapid development of China's economy and the advancement of technology and technology in-depth life.
Initially, the mainland inherited the milk tea culture from Hong Kong and Taiwan, as well as the coffee culture from Europe and America. With the awakening of independent culture, the promotion of brand awareness, the favor of capital for innovative things and the birth of new drink culture, it has gradually occupied a place in public life.
Nowadays, many people have the impression of "net red" and "lack of strength" for the brand of new drinks. However, through the observation of Euro 100 million think tank, it is found that not only many new beverage brands break the tradition repeatedly in marketing, but also some brands have developed their own exclusive management system and promoted the overall catering supply chain in China through the strength of brands. The implication behind this is not only the maturity and growth of the new beverage industry. With the growth of overseas Chinese and the spread of Chinese culture, the enthusiasm of Chinese catering in the global market is also increasing. The complete construction of management mode represents that Chinese catering brands have more possibilities to go international.
By analyzing the overall value chain of new drinks from a commercial perspective, Euro 100 million think tank conducts research through desktop research and in-depth interviews, combs the development process and current situation of new drinks, excavates the commercial value in the field, and then judges the future trend in this field.
Through the study, the following conclusions are drawn:
Capital brand will become the top competitor in the future. Because the main characteristics of the new beverage industry are low entry threshold, low technical barriers, high product homogeneity and high operational duplication, and the brand that accepts external capital can stand at a more advanced starting point at the three levels of cost, marketing and resources, capital brand is prone to form the phenomenon of "curve overtaking".
Euro Think Tank believes that the upgrading and innovation of new drinks at the three levels of raw materials, scenes, appearance and packaging of drinks have diversified the functions of new drinks and led to the development of consumption of new drinks in China.
Consumers move towards "digitalization" and brand after-sales service is therefore moving from the role of the end to the adhesive of the complete value chain. The data enables the brand to better understand its consumers and make accurate reference for brand product development and replacement. In the long run, the accumulation of consumer data will prompt brands to make more accurate judgments about the industry as a whole.
Strategic Management and Quality Management are the biggest challenges for brands in the new beverage industry.
The field of new-style drinks has gradually changed from the frontier trend of consumption to a more daily life culture. Head players have been formed and the brand moat is in operation.

[责任编辑:融洸]