Genki Forest has shot at energy drinks again!
Recently, Genki Forest has launched a new product of energy drink, Super Burn, which has been launched on Genki Forest's alien Tmall***. The price of this drink is decent, 5 yuan for a bottle, mainly for people who exercise weight control, and the importance of energy consumption is very high. According to the official introduction, this product aims to expand the subdivision of functional drinks, adding some relatively novel ingredients, such as phytolin polyphenols, tea catechins egcg and L-carnitine, etc., and it is still a consistent selling point of 0 sugar, 0 fat and 0 calories. 
Source: Yuanqi Blackboard News***Why does Yuanqi Forest attach so much importance to functional drinks?
Why is Genki Forest "on the bar" of energy drinks?As we all know, Genki Forest has made a lot of achievements in energy drinks. The typical representative work is Alien Electrolyte Water, a sub-category item, which has directly brought billions of sales to Yuanqi Forest. Genki Forest, which tastes the sweetness of energy drinks, naturally wants to replicate more aliens. 
Source: Alien's official Weibo So, over the years, Yuanqi Forest has been tossing and turning in the field of energy drinks. After the Alien Electrolyte Water, the Great Demon Taurine Energy Drink was launched, an operation that was considered by the industry to challenge Red Bull. Soon after, Genki Forest developed the MAXX Carbonated Energy Drink, which featured a unique selling point of adding bubbles to the energy drink for a more refreshing taste. What has changed is the subdivision of categories, and what has not changed is the selling point of "0 sugar, 0 fat and 0 calories" that Yuanqi Forest has always adhered toContinuing this selling point, Yuanqi Forest's latest new product is Super Burn. This time, Yuanqi Forest aimed at the fitness crowd and came up with an energy consumption selling point, targeting more subdivided scenarios. Nowadays, the number of fitness people is increasing day by day, ** is the biggest pain point of many fitness people, which is also the basis for Yuanqi Forest to launch this drink. At the same time, Genki Forest did not neglect marketing. The way it plays is,Expertly formulated。In terms of publicity, Yuanqi Forest said that the formula of Super Burning was developed by 5 Ph.D. food scientists, which can scientifically solve the energy metabolism anxiety of consumers. This selling point has also attracted the attention of some fitness people. In recent years, the sales growth rate of Yuanqi Forest's old popular products, such as sparkling water and aliens, has slowed down significantly, and Yuanqi Forest needs to find the next big hit to drive growth. This new energy drink is obviously a hope for it.
Energy drinks, the competition is quite involutedThe competition for the functional drinks targeted by Yuanqi Forest is also quite fierce. In this track, there are basically two types of players. One is the traditional head veteran player. For example, the well-known Red Bull and Dongpeng special drinks. As the leader of the energy drink track, China's Red Bull sales are still far above the Yuanqi Forest, with 20 billion for many years. Dongpeng Beverage is not far behind, and in the first three quarters of this year, it handed over an equally beautiful report card, with sales of 864.1 billion yuan. 
Source: Dongpeng Special Drink Official *** Traditional players led by Dongpeng basically focus on the scene of driving and staying up late, and the target crowd is also drivers, delivery workers and other users. The other is a new player. In recent years, many brands have crossed over to make functional drinks, and they are also opponents that Yuanqi Forest cannot ignore. Unified launch of enough combustion, Tomson By-Health launched the functional drink F6, with plant nutrition as an ingredient, the selling point is to make people quickly recover energy. Milk brands have also crossed borders. Biyi has entered the energy drink track and launched Huanxingyuan, and Mengniu has also launched a sports nutrition professional brand Maisheng, and some items will focus on the skiing scene. This year, many functional drink brands are rolling up in taste, breaking through people's perception of functional drinks. For example, Mengniu Maisheng Sports Protein Drink has launched aloe vera avocado flavor and toffee hazelnut flavor. Even companies such as Budweiser and PetroChina have rushed to grab a wave of energy drink market cakes, using increasing the content of taurine, caffeine and other ingredients as differentiated selling points, coupled with the advantages of PetroChina's offline channels, it is easier for users to pay. Either roll the flavor, or fight offline channels, although Yuanqi Forest has always been famous for its marketing master's advantage, but in front of many opponents, it is indeed difficult for Yuanqi Forest to break through.
Can Genki Forest seize the wind?Even though the competition is so fierce, Yuanqi Forest still wants to fight for its presence in the energy drink market, and even fight its way out of the encirclement. After all, the energy drink market has a lot to offer. According to data from a third-party organization, the scale of China's energy drink market is expected to expand to 130 billion yuan by 2024, which shows that the potential is huge. Coupled with the trend of consumers paying attention to health needs, Yuanqi Forest needs to pay attention to two things if it wants to seize this energy outlet. First, product power is still king. Many people feel that Dongpeng Special Drink and Red Bull have almost monopolized people's imagination of energy drinks, and it is difficult for Genki Forest to reverse traditional perceptions or Xi. In fact, in addition to Dongpeng Red Bull, there are still many subdivision opportunities to be explored in the entire energy drink industry, such as the sports and fitness field that Yuanqi Forest Super Burn entered this time. But I have to say that if you want to be a top champion in a certain field, the key is to see whether users can recognize the product from the bottom of their hearts. Just like big items such as aliens and oriental leaves, behind the hot sales, it is more because the product is strong enough, which triggers the publicity of users' tap water and forms a reputation on the Internet. Therefore, if Super Burn wants to become a hit, it needs to break a certain selling point, and there is also a great chance to break through. 
Source: Yuanqi Blackboard News*** And taste innovation is also a point that Yuanqi Forest needs to pay attention to. This time, the flavor of Yuanqi Forest Super Burning is a fresh lemon flavor, but compared with the taste of Mengniu's functional drink, it is still a little bland, and Yuanqi Forest can continue to make breakthroughs in taste in the future. Second, production capacity is the homework that latecomers Yuanqi Forest needs to make up. In this regard, Dongpeng's strength should not be underestimated, and it has eight major production bases in many cities in China, such as Dongguan, Anhui, Nanning, etc., and the wider the channel, the faster Dongpeng's soaring speed. Yuanqi Forest, which has been in the beverage industry for many years, has accumulated a lot in the industrial chain before, but in the accumulation of energy drink resources, it is still necessary to learn more from the predecessors, only by accelerating the pace Xi of self-research and grasping the lifeblood of the beverage industry, the product will slowly get the praise of users. In short, if Yuanqi Forest wants to copy the second alien, marketing is just the 0 in the back, and it is absolutely impossible to take shortcuts, so it can only rely on doing the "hardest" hard work.