Recently, a notification letter issued by a food company in Hangzhou has been widely disseminated on the Internet. The notice letter pointed out that from November 1, the recommended retail price of the medium-packaged tea juice series will be adjusted from 3 yuan to no less than 35 yuan bottle, and the suggested retail price of 1L tea juice series will also be adjusted from 4 yuan bottle to no less than 5 yuan bottle. Industry insiders said that the entire beverage industry is developing in the direction of high quality, and brand drinks will bid farewell to the era of 3 yuan. Some consumers are lamenting that there will be no more 3 yuan drinks in the future.
Upgrading from a 3 yuan coke to a dozen or twenty yuan milk tea is a typical oneConsumption upgrades。Consumption upgrading refers to the fact that with the economic development and the improvement of people's living standards, consumers' requirements for product quality, brand, health and environmental protection are also constantly improving. In the past ternary era, consumers paid more attention to the taste and taste of beverages,** which were relatively cheap, and the health value, nutritional content and brand recognition of beverages were not the main considerations. However, as consumers' living standards have improved, their demand for beverages has also changed. Nowadays, consumers pay more attention to the health value of beverages, and prefer beverages with few additives, natural ingredients, and low sugar and low fat. They are willing to pay more for higher-quality, healthier beverages.
It can be said that consumption upgrading is one of the main reasons for the beverage industry to bid farewell to the three-yuan era. With the continuous improvement of consumers' requirements for product quality and health, not only the beverage industry will continue to meet new challenges, but also the product upgrading of other industries will also be a big gap across the gap.
In the face of the challenges and opportunities of consumption upgrading, brand operation has become particularly important. With the continuous improvement of consumers' requirements for product quality, health and environmental protection, brands need to pay more attention to the quality and value communication of products to meet the needs of consumers.
Brands need to work product research and development to continuously improve product quality and health value. By reducing the use of additives, increasing the proportion of natural ingredients, and launching low-sugar and low-fat products, we will meet consumer demand for healthy drinks. In addition, brands also need to focus on the texture and taste of the product, providing a rich variety of options to meet the individual needs of consumers.
Brands need to strengthen the publicity and promotion of products, highlighting the health, naturalness, high quality and other characteristics of products. To achieve this, advertising can be done through a variety of channels, including social**, TV, magazines, and **.
Brands also need to be flexible in their pricing strategies. Although product quality is part of consumption upgrading, brands need to strive to control costs while improving product quality to maintain product competitiveness. At the same time, brands can also launch different pricing strategies for different consumer groups through differentiated pricing to meet the needs of different consumers.
Brands also need to focus on interaction and communication with consumers to establish a good brand image and consumer relationship. By responding to consumer feedback and providing high-quality after-sales service, enhance consumer trust and loyalty to the brand.
As the trend of consumption upgrading becomes more and more obvious, the beverage industry will face more challenges and opportunities.
In the future, brands need to pay more attention to product innovation and differentiation to meet consumers' needs for high quality, health and personalization. At the same time, brands also need to strengthen the publicity and promotion of products, enhance brand image and awareness, and attract more consumers to choose brand products.
In terms of product research and development, brands need to continuously launch new products that are in line with the trend of consumption upgrading, such as low-sugar and low-fat beverages, additive-free beverages, functional beverages, etc., to meet consumers' needs for health and nutrition. At the same time, brands can also launch cross-border products and expand consumer groups through cooperation with other industries.
In terms of marketing and promotion, brands can enhance brand awareness and reputation through online and offline marketing activities, social communication, celebrity endorsements, etc., and attract more consumers to pay attention to and choose brand products. In addition, brands can also strengthen interaction and communication with consumers, establish a good brand image and consumer relationship, and enhance consumers' trust and loyalty to the brand.
Under the turmoil of consumption upgrading, the past business rules and marketing rules are being rapidly rewritten, just like every business change in the past, we may be able to see more new faucets in the future, the decline of old faucets, but the business world is still relatively fair, who can master the new gameplay faster and adapt to the new era, who will be able to stand out in the change and capture the hearts of consumers.