Baokuangli

Suntory Oolong Tea

I think the three main brands of Asahi beverage are rice wine and sake bar. PepsiCo's Blue Hawaii

Fanta Furufuru's Shaker

Papaya Milk

Bilk

NEEDS' cheese drink

Hawaiian Deep-Sea Water

Eel soda

Okkikunare Drinks

Pinball soda

ito en and Suntory's Oolong Tea

These are all. 1. Overall overview

There are many differences between Japanese beverage market and Taiwan Province and mainland China. Carbonated beverages are the first in category, followed by coffee drinks. Taiwan Province is tea beverage and carbonated beverage respectively. The mainland is packed with water and carbonated drinks.

in 27, the market of cool drinks in Japan increased by about 12% compared with the previous year, mainly because the winter from 26 to March 27 was warm, and the summer in East Japan in 27 was not only extremely hot, but also extremely long. So set off a wave of drinking water to cool the summer. As for the competition in the industry, it is not only the dispute of commodity brands and enterprise brands, but also the battle of beverage types.

The output of refreshing drinks in Japan has nothing to do with the economic boom. Although the rising international oil price and the rapid economic growth of emerging countries have led to the rising raw materials and soaring transportation costs, the output of drinks continues to increase, but the profits are getting thinner and thinner. As far as the consumer market is concerned, it presents a state of rising raw materials and unchanged commodity prices, that is, in the case of fierce brand competition and not feeling that the economy has recovered, commodity prices cannot change. On the other hand, consumers no longer actively choose drinks, but passively choose. Under this phenomenon, the change of brand strategy is more significant. In order to occupy a place in the market and maintain the brand position, the industry launched a brand war.

It was originally predicted that the sales volume of the beverage market should decline in 27, but there was actually a slight increase, but it is estimated that it should decline in 28 and 29. After all, the global economy is in recession, and Japan's economic downturn has also appeared.

2. Channel analysis

In the channel composition ratio, there are two main beverage channels in Japan:

1. Convenience stores, supermarkets and other store channels

2. Channels directly sold by vending machines

Although vending machines have the largest market, accounting for about 3%, consumers are still used to convenience stores with visual enjoyment. In order to improve the efficiency of convenience stores, it is necessary to change shelves quickly, so we must devote our resources to ensure and maintain the goods on the shelves. Ensuring that there are fixed drinks on the shelf is equivalent to ensuring that the types of drinks on the shelf are popular commodities. This efficient management method is equivalent to using the heart of the new proposal to maintain the brand.

However, raw tea attempts to open up new channels and application scope. KIRIN promotes the use of raw tea to mix all kinds of wines to become cocktails, creating more drinking opportunities, and making the image of raw tea younger can also open up a new channel (PUB ...). KIRIN's approach is quite successful, and of course it has become the direction for latecomers to learn. SUNTORY launched the "Purpose Tea" green tea drink last year, in addition to promoting the combination of tea and various wines,

3. Analysis of product strategy

(1) General design of beverage packaging

Today, beverage has become a necessity of life. In order to mass-produce and reduce costs, beverage containers have also developed into standardization and popularization. Japan's beverage packaging has gone through several processes: corner-cut paper box (24), improvement of six cans into outer packaging (25), improvement of convenience of beverage cans' pull ring (26), flat-top large-diameter bottle cap paper container (27) and plastic lid that can be easily opened (28). The packaging design has always been based on the convenience of consumers. With the container entering life, brands also hope to convey the improved advantages and convenience to consumers, which can also increase the value of goods and brands and improve the corporate image. This requires advertising and the development of universal design.

For example, Japan is a temperate country, and winter is more obvious than Taiwan Province, so hot drinks are very important. In the past, hot drinks were mostly placed in incubators with CAN. However, the Japanese manufacturer of baote bottles introduced baote bottles that can be placed in incubators, and KIRIN's raw tea quickly adopted this new container, which brought new drinking opportunities for raw tea. Of course, competitors also adopted the same bottle in the near future. However, the rapid response of raw tea makes consumers feel the intimacy and closeness of raw tea.

(2) Branding and Tasting

Tasting is one of the differentiation strategies of Japanese beverages in 27, such as "Aya Eagle" of Coca-Cola, "Kitchen from the World" of KIRIBeverage, "Raw Tea, Taste", "Raw Tea is 1%" and "PREMIUM Enjoy Tea" of ito en. Canned coffee shows a sense of taste and high quality with gold cans or gold titles, such as Kirin Beverage's "Fire freshly ground micro sugar" (released on January 8, 28), Suntory's "BOSS Extra Micro Sugar" and "BOSS LEGEND". There are also Morinaga Dairy Coffee Latte PREMIUM, KIRIN Tropicana「 PURE PREMIUM and FINE SELECTION.

ito en's "tasteful green tea" seems to deviate from consumers' hobbies, and the products for taste appeal launched by the industry under the brand of "Good Tea", including "Extreme Craftsman" (25) and "Mature Glycol" (26), have all come back. In 27, the more frustrated and brave, the "PREMIUM" was launched, and it is still in a bitter struggle. This should be because consumers can't get a sense of taste together with manufacturers, so the industry will continue to explore the taste of green tea.

CALPIS launched "The PREMIUM CALPIS", which is different from the traditional dairy drinks, but adopts the specifications of dairy lactic acid bacteria drinks. Therefore, the content is more niche than the cool drink, and with the trademark design, it becomes a tasteful commodity.

the tasteful strategy is not only used to counter the low-price strategy, but also its high-quality route can improve the corporate image and give it differentiation. However, the feeling of high quality can't be reflected in the price, especially canned coffee, which has always been dominated by vending machines. Even if it rises by 1 yen in Japan, it is difficult. As a result, there is no difference in price.

ii. analysis of several major beverage enterprises in Japan

1. Kirin

has the traditional meaning of "Tao" in making, washing, pouring and tasting tea. After hundreds of years, with the acceleration of the times, this elegance has gradually become an ancient cultural accumulation. Kirin beverage was a great success through afternoon black tea endorsed by Audrey Hepburn, which consolidated its leading position in tea ceremony sales.

In the advertising marketing from EMKT.com.cn, Kirin pays more attention to the embodiment of product quality to highlight its high-end positioning. The high-end positioning makes Kirin's product price slightly higher than Suntory's, and it rarely takes price reduction measures, and more uses promotional activities, such as buying one get one free, buying two get one free and so on.

In terms of market strategy, Kirin adopts the standardization strategy, and obtains users' purchase by constantly introducing new products. In 28, the original flavor of afternoon black tea, two new products of lemon and a bottle of milk tea were newly listed. In addition, Earl black tea and Darjeeling black tea will also be listed one after another.

in terms of local sales in Japan, Kirin's sales targets in 27 are 39 million cases of afternoon black tea (14%), 35.5 million cases of raw tea (19%), 3.5 million cases of fire (18%) and 24 cases of alkaline ionized water. The total number of these basic brands is 145 million cases (112%), while Kirin Company takes 24 million cases (111%) as its overall goal.

In terms of specific commodity strategy, Kirin Company takes "the materialization and progress of visible quality" as its theme. By April, 27, Kirin Company regarded the enrichment and growth of basic brands as the most important factor of sustainable growth, and showed the offensive of expanding sales in basic brands such as afternoon black tea, raw tea, FIRE, alkaline ionized water and Fuweike mineral water. At the same time, in order to gain a new market, Kirin launched a new product with the theme of health and delicious food in May 27.

At present, Kirin's channels are mainly concentrated in cvs, especially the warm box products in CVS stores, which is an innovation of Kirin. At present, Kirin's product channels also involve hypermarkets and supermarket chains.

2. Suntory

Suntory Company is a large-scale beverage production and sales enterprise in Japan. According to statistics, the company's beverages account for 17.6% of Japan's total market share, ranking second. In 23, Suntory Company sold in dozens of countries and regions around the world, mainly in Japan, such as America, Europe and Asia, with sales reaching 13 billion yuan.

In terms of market strategy, most of Suntory's products are consumer-oriented. With consumers paying more and more attention to their own health, carbonated drinks are gradually entering the market recession, while pure water and tea drinks are increasingly favored by consumers. Suntory takes the lead in choosing healthy fruit juice and oolong tea drinks.

At present, Suntory's main products are: tea drinks, iced tea drinks, sports drinks, fruit juice drinks and hot drinks in winter. Through distinctive market positioning, Suntory Oolong Tea won the favor of white-collar workers, and then Suntory constantly introduced new products according to market demand, such as functional drinks, health-care products, and tea drinks such as green tea and jasmine tea to meet the needs of users. And according to the user's demand, 1.5L large bottles are introduced to meet the needs of users in supermarkets and supermarkets.

in terms of price positioning, although Suntory tea beverage adopts the route of high quality, fashion sense and elegance, the price is basically the same as that of similar products in the market. In advertising promotion, Suntory's advertising marketing has adopted a concise and effective way, and has been recognized by white-collar users by hiring entertainment stars who meet the product image.

3. Asahi

Asahi Company is committed to the rationalization of its business and believes that cost competitiveness is the most important factor to survive in the industry. For example, the company is committed to greatly rationalizing the configuration and durability of vending machines and increasing the proportion of self-production in the production department. In terms of production plants, in addition to the equipment of Parker Factory will be transferred to Asahi Beer Ibaraki Factory before 29, the refrigerated beverage business will also be fully transferred to LB Company. The cost reduction effect in 26 was originally expected to be 1.55 billion yen, but it showed a performance of 1.9 billion yen in the third quarter.

the sales volume of Asahi beverages was 122 million cases (14% of the previous year). In addition to investing resources in the three main brands "Sanya", "WONDA" and "Sixteen teas", peripheral commodities such as "Vanadium Natural Water of Mount Fuji" have also grown, and the overall performance is good. Since 27, the company has implemented the third medium-term business plan. In 27, the first year of implementation, the trafficking target was 127 million cases (14%).

in terms of brand strategy, resources are concentrated on "Three Arrows", "WONDA" and "Sixteen Teas", and the brand strategy of "3 plus 2" is promoted with the goal of establishing "Ruo Warrior" and "SUPER H2O" as a fixed brand. Further, to create new brands and put forward new values as the goal. The main reason for the success of "Three-vector CIDER" lies in the new marketing concept "Peace of mind, safety and nature", which started with the opportunity of the 12th anniversary of sales. The concept conveyed by it is clear and easy to understand, and it is supported by consumers. In 24, the sales volume was 132% of the previous year, 112% in 25, and 17% in 26. In 27, we continued to adopt this marketing concept and strengthened the leading brand position of this transparent carbonated beverage. The total sales target of the whole brand is 27.7 million cases (14%).

"wonder" was 27.6 million cases (11%). Among them, the main "Morning Shot" was 11.23 million cases (93%), "shot &; Shot was 6.9 million cases (94%), both down from 26, but the newly sold "1-year BLACK" rose to 3.3 million cases. In addition, the "pressure production" sold in January 27, its easy-to-understand commodity concept has been well received, and the sales volume is growing. In 27, the total brand sales target was 28.9 million cases (15%).

The sales volume of Sixteen Tea is 13.22 million cases (13%), while that of Ruo Warrior is 11.34 million cases (111%). As a basic brand, the sales volume of Sixteen Tea and quasi-basic brand Ruo Warrior are in a close state, which shows that the problems contained in Sixteen Tea are serious. The company regards "Sixteen Tea" as a pioneer in developing the brand tea market, and its goal is to keep the products alive and activate the market without losing its pioneering spirit.

in 26, Asahi brand added "Sixteen teas with meals" to its product line, which was qualified as a specific health food, with the goal of enhancing brand value. In 27, it was completely re-listed from February, focusing on the fact that consumers commented that brand tea was "healthy and more drinkable than green tea", in an attempt to establish the image of tea as "delicious and beneficial to health". In terms of commodity manufacturing, we should re-examine the raw materials and make great efforts in tea blending and baking. In addition, the container adopts a wide bottle shape, which is also helpful for brand appeal. The annual target is 17.5 million cases (132%).

4. Baokuangli

For pocari sweat, an electrolyte beverage, most consumers in China are not familiar with this brand, but in fact, pocari sweat came out as early as 198, and it is a household name in Japan and sells well in 12 countries and regions in the world. In Japan, this is a beverage with an annual sales volume of more than 1 billion cans, and it is the first "oral drip" in consumers' minds. It is a beverage with medicinal properties, which is also related to the potential cognition of Japanese consumers to Otsuka Pharmaceutical. -These Japanese consumers bought the convenient "oral drops" produced by a well-known pharmaceutical company.

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