Master Kang's "Tea King" can not be lost

Comics: Zhang Jianhui loss of "water king" Throne Kang Master "Tea King" of the place can not be lost. Recently, Master Kang in the original large tea line based on the new "Tieguanyin", "Oolong tea" and other products to defend the "Tea king" of the place. and Coca-Cola earshot to its "original leaf" green tea as Vanguard, to ultra-low prices to promote short-based market. Pepsi-Cola has just listed plant beverages "Herbal Music" to the international Star strategy to snatch attention.　　This year's beverage industry war, the market more mature tea drink war more intense than the juice battle. Tea drink channel dark war, including carbonated drinks giant two music, including the beverage army gathered in the tea beverage market, is a series of major changes in market data. In the first quarter of 2009, 15.1665 million tonnes of domestic soft drink production grew by 15%, according to data released by CIC's consultancy industry Research Center. Among them, the production of carbonated drinks (soda) declined, and the fruit juice and vegetable juice beverage and packaged drinking water were growing rapidly.　　As a major category of non carbonated beverages, tea drinks are a battleground. And the tea-drink market, the subtle changes in competition data in recent years, has also stimulated rivals. "Tea King" Master Kang in the tea drinks market absolute lead, make it in the bull's-eye position. According to Master Kang's annual report of 2008, the sales market share of Master Kang's tea drinks in 2008 was 45.6%, still ranked first, but it fell by about 4% from 49.4% in 2007.　　Master Kang insiders acknowledge that "the impact of the economic crisis is part of the factor, and the biggest reason is the increase in the market competition." "The consumption of beverages is often cyclical, that is trendy, consumers like novelty and change." and Master Kang's dominant market position of ' Master Kang Green tea ', ' iced tea ', ' jasmine tea ' and other classic products, after many years of mature market operation, on the contrary to the dealer profit margin. The introduction of new products, pull high profit margins, often can stimulate dealers nerves. "FMCG marketing expert, Guangzhou famous Marketing Consultant Co., Ltd. General manager Chen Xiaolong to the reporter analysis said." At the same time, Chen Xiaolong also pointed out that the increase in the advantages of the product line, but also conducive to raising the threshold of market competition, to prevent competitors in the market. "Coupled with the new ' Tieguanyin ', ' oolong tea ' and other teas and other new products, Master Kang's tea products more than six or seven kinds of products more and more subdivided, its market position is also more and more consolidated. Because competitors to master Kang a product implementation of the ' Follow strategy ' results will be due to the competition of too many varieties lead to less obvious. Master Kang's success lies in its nuanced and powerful sales network. Master Kang's rural market development is relatively early, now two or three-line city even a narrow street, there will be a special corresponding Master Kang salesman responsible for channel building and maintenance. Master Kang no matter what new products to push, as long as the huge network on a shop, a few days, new products can be sold to move. "South China Senior beverage industry personage Yang Xiaodong (alias) said, Kang Master new product success probability greater, huge sales systemPlay a key role. Three enterprises scramble for tea King status insiders said that with its continuous introduction of new tea drinks, Master Kang will continue to maintain the leading position of tea drinks. "Recently the main push packaging products into the family, the overall construction of the image of tea experts." 2009 Flagship Products Master Kang Ice tea will be music, sports, network three-wire enhanced brand communication to expand the market status of iced tea.　　According to a C Nielsen survey data, at present in the domestic tea drinks, Master Kang and unification in the first and second position, the two sides in the green tea share is very similar, and in black tea Kang Master's advantage is more obvious. Under the huge consumption of the non-carbonic acid plate, the 2008 Annual report of the United China, the sales of tea beverages is also very beautiful: a 29.5% increase from 2007. Unified Enterprise related official said, "2008 Tea beverage performance growth of the power source is the effect of brand strength promotion and the tertiary market access to further development." "According to a C Nielsen December 2008 Retail Report study, Wahaha tea beverage 2008 sales market share of 14.2%, compared to 2007 2%, in the domestic packaging tea drinks in the third, the second in master Kang and reunification." Wahaha related officials said that the current Wahaha Tea drink series can be compared to the size of Master Kang, there are longjing green tea, iced tea, jasmine tea, jasmine tea, fruit tea, Low-sugar green tea and new products, such as beer catechins. South China beverage industry veteran Yang Xiaodong said that Wahaha's sales network is second only to Master Kang, and it is often good to follow the strategy, "Wahaha's jasmine tea, jasmine tea, Low-sugar green tea, although they are Master Kang and the unified advantage of tea varieties ' Copy ' product, but Wahaha with its strong brand and network appeal, often can be more than twice. "Two-star strategy to outflank the ranks of Master Kang, Unity and Wahaha after Coca-Cola, although the share of tea drinks less than 10%, but it is a dark horse in the market of tea drinks." According to the Coca-Cola and partner Nestle's plan, its tea beverage layout from "Nestle Iced Tea", "Tea Research Workshop" and "The Original Leaf" formation "iron triangle" combination, to shake Master Kang's city. Xu Shang, the brand director of the Global Beverage Partner Company (BPW), said in an interview with reporters, "iced tea and Tea research workshop to a certain extent is a ' test water ' product, two brand targeted consumer groups are only specific small groups, iced tea for the 20-year-old pursuit of Taste of the young consumer group, and ' The original leaf ' Tea series is BPW for the first time for green tea and ice tea and other mainstream tea market products. According to Coca-Cola insiders said, "the original Leaf" listed that year, at the same cost, please come to Jackie Chan, Jaycee name and father and son as the brand spokesperson, and with a full range of TV, plane, outdoor advertising, a wide range of shop display, in the country more than 30 provinces and municipalities launched advertising "Within a year, the ' original leaf ' in the country for 34 million people free to send samples of the test drink, coveringAbout 30% of the target consumers. However, later, "Tea Research workshop" Because the consumer groups too narrow, the amount does not come up, 2008 years out of the sales market.　　Coca-Cola's tea drink iron triangle loses a main support. The "Original Leaf", which was listed in March 2008, carries the banner of mainstream tea drinking. Reporter recently found in Guangzhou supermarkets, in order to deal with Master Kang Large area of new products on the expansion of the "pile head" strategy, "the original Leaf" to promote low prices. Guangzhou wuyang New Town Huarun million supermarket, 480m L packaging PE "original leaf" price 2.3 yuan, but the promotional price is as low as 1.6 yuan, and the approximate package of Kang Master tea drinks prices are at 2.5 yuan, while another tea drink giant unified under the "Tea King", "organic green tea" prices are in 2.8 yuan. The price of the lower 40% is the "original leaf" to seize the most powerful weapon in the market. According to Coca-Cola insiders said, "original Leaf" 2008 market, that year had sold hundreds of millions of bottles.　　Coca-Cola's share of the Chinese tea beverage market increased from 4.9% to 8.9% from December 2007 to December 2008, according to a C Nielsen data. All the way drink giant together tea beverage market, Pepsi also sit still. Earlier this month, Reberga, vice president of non-carbonated beverages in the Greater China region, announced in Shenzhen that its first herbal drink ——— "Herbal Music" was officially listed in the country.　　Pepsi Follow the consistent star endorsement strategy, find the Sportsman Wu endorsement, the goal is petty-bourgeois fashion white-collar crowd. Although Pepsi said that "herbal music" does not belong to the broad sense of tea beverages, is based on the Chinese Traditional Chinese medicine theory as the background to the Chinese folk traditional way of health inspired by the creation of a new herbal drink.　　But senior figures in South China believe Pepsi's strategy to localize the global market is becoming more important, and that Pepsi will not miss out on the fact that tea drinks are a big part of the market. Data Tea Beverage Market The top 10 brands accounted for 96% at present, the domestic tea beverage market brand centralization trend is more obvious. According to statistics, the top ten sales of tea beverage brands, the market share of more than 96%. Among them, the unification, Master Kang, Kirin, Wanglaoji, Suntory, Nestle market share reached about 90%.　　Is optimistic about the future development of tea drinks, Coca-Cola and other well-known brands have entered the tea beverage market. Newspaper reporter Wu Jingyan intern Cream