After more than three years of the impact of the epidemic, the compound growth rate of China's beverage industry still reached 07%。The industry's growing resilience and resilience to forge ahead are gradually emerging. However, under the scale of trillions, the "involution" of the market is becoming more and more serious, with 0 sugar, 0 calories and 0 fat, supplementing electrolytes, spicy attack, and health elements. At present, new and old players have entered the game, how can brands break through the circle with differentiated cognition, so as to find a new path?
On December 13th, Foodaily Daily Food, together with China Merchants Bureau of Sanshui District, Foshan City, and Miaocai Investment of Sanshui District, Foshan City, China Light Industry Enterprise Investment and Development Association, held the second session of the "FoodailyFBIC into the Industrial Belt" series of activities in Foshan City - "How Beverage Enterprises Embrace Industrial Thinking". In addition to the venue, the guests were also able to walk into the aircraft carrier-level industrial cluster - Foshan Shuidu Beverage and Food Industrial Park, and visit the factory of the national sports drink brand Jianlibao in Sanshui, Foshan, and the Foshan Sanshui factory of AB InBev, which won the "Gold Award for Budweiser World's Best Distillery", to immerse themselves in the pulse of industry development, from innovative technology to digital intelligence, and appreciate the unique industrial charm of the Bay Area in an all-round way. The following are excerpts from the speakers' remarks. 
In recent years, the success of new products with the concept of fat reduction and zero sugar in the market has verified that sparkling water drinks can take advantage of the healthy east wind to flourish, and it has become a consensus in the industry to explore the development trend of the next category. With the improvement of consumption level, consumers' demand for beverage consumption scenarios is becoming more and more segmented. For example, by adding different ingredients to sparkling water, such as lactic acid bacteria, probiotics, protein peptides, theanine, etc., the morphological expansion is carried outIn addition, different functions are designed to meet diverse consumption scenarios, such as sports and health, beauty and beauty, and sleep aid before bedtime. Therefore,Functionality will become another important direction of new sparkling water innovation. Relying on functional diversification, the sparkling water market is expected to find the next growth and expansion point. Because as Chinese consumers demand more and more health demands, sugar intake will also be more strictly controlled. From the rapid development of China's sugar-free beverage market in recent years, we can see that consumers' attention to sugar-free beverages continues to rise, and the development of beverages in the market also shows a trend of sugar substitutes and sugar-free. Therefore, noneSaccharification will also become one of the future development trends of sparkling water. Comparing the consumption of flavored and flavorless sparkling water in Western Europe, the United States, Japan, and China, and considering the rising demand of consumers for health, China's flavorless sparkling water still has huge room for growth in the future. Drawing on the development experience of the overseas sparkling water market, unflavored sparkling water is easier to move towards the high-end road than flavored sparkling water. Perrier, for example, has grown rapidly since entering the Chinese market, with an average annual market size of 46 from 2015 to 2020The growth rate is 9%, which has increased sevenfold in five years. It shows that the growth potential of high-end sparkling water in the Chinese market is huge. In light of this,High-end is also one of the development directions of China's sparkling water industry in the future. 
Under the trend of health, consumers' demand for healthy diet is rising, and the younger generation is becoming more and more receptive to health preservation, and the demand for health care is becoming younger and more diversified. However, both the product form and the brand image are relatively old, and there is a lack of products and brands that focus on the demands of young people and can continue to attract them, and the trillion-dollar health market needs to be upgraded. Tsubaki actively embraces the present'Health and rejuvenationDachao, a new consumer brand that positions itself in the young people's health care market, empowers freshly made tea drinks, starts the upgrade from good to "good drink", and makes some innovations through differentiated cognition. In terms of products, differentiated innovation is carried out with the theme of "timely health preservation", focusing on the daily consumption scenarios of the public, including stomach digestion after meals, beauty and body warming, and energy replenishment during staying up late. For brands, instead of educating consumers, they should make products according to consumers' cognition. After entering the health care track, it is necessary to launch products in accordance with the concept of traditional Chinese medicine and the original cognition of consumers, so as to achieve twice the result with half the effort. If a good product wants to be recognized by the market, it is essential to highlight the scene, because the essence of the scene is consumer demand, and the so-called "what you can do is more important than who you are". Taking Wang Laoji as an example, it was initially positioned as a time-honored brand of authentic herbal tea in Guangdong, so it was difficult to break through geographical restrictions. Later, through the well-known classic advertising slogan "Drink Wang Laoji if you are afraid of fire", an easy-to-understand and easy-to-remember "de-fire" scene was created, and the penetration rate of the product in the market increased rapidly. The "Staying Up All Night Water" product pioneered by Tsubaki is also based on this concept, and it became an original topical hit product in 2019. The product focuses on the "after staying up" scene of young people, providing the function of remedying the body after staying up late. It is throughTurn the product mindsetTurning into scene thinking,Eventually, from productism to consumerism. When observing consumers, brands should understand the essence of their needs and not be confused by appearances. The so-called "don't listen to what he says, look at what he does". According to market research and interviews, almost all consumers are concerned about health, even if they know that they must exercise more, keep their mouths shut and open their legs, but they will not be able to persevere;Even if I know that I should eat a light diet and eat more vegetables, I still eat the most heavy tastes. Therefore, a good product should meet the needs of consumers who "want and want". It's important to understand and adapt to consumer perceptions, but great brands dare to change and create new ones!List of high-quality authors
From the analysis of new products launched in the past year, it can be clearly seen that the current domestic tea beverage market is very active, accounting for 30% of all new products. Throughout the development of sugar-free tea in China, roughly since 1997, it has gone through three stages: from the germination period of the category before 1997, to the market cultivation period of 20 years after that, and then after 2017, with the awakening of public health awareness, 0 sugar and health have become the mainstream concepts of the market, and sugar-free tea has entered a period of rapid development. Compared with the horizontal comparison between countries, there is still a lot of room for growth in China's sugar-free tea. The category differentiation path of sugar-free tea in the Japanese market can become a reference sample for domestic tea enterprises to break the circle of innovation. 30 years ago, sugar-free tea rose in the Japanese market, and after more than 10 years of rapid growth, it entered a stable maturity period after 2000. The rationalization of national consumption, the rapid growth of convenience stores and vending machines, and the innovation of tea beverage production technology and packaging have become the three major drivers for the development of sugar-free tea in Japan. As a representative brand of sugar-free tea in Japan, Itoen has made sugar-free tea the ultimate in three dimensions: tea experience, scene, and functionality. First of all, the taste is continuously improved through process and packaging optimization. For example, the T-N Blow process is used to remove oxygen as much as possible, reduce the loss of flavor of tea soup, and oxidize and change color. In terms of packaging, a special fresh-keeping bottle with 70 cuts is designed to scatter sunlight and achieve freshness of the tea soup. In terms of scene creation, by focusing on the details of daily life, such as business scenes, winter home scenes, and dividing the seasons, tea drinks are made all year round. The third aspect is the creation of functionality. Driven by Japan's policy on functional foods, catechins and theanine have become recognized as physiologically active ingredients in tea, and are also highly valued by Itoen. They have developed everything from green tea with fat reduction to special green tea that lowers cholesterol and inhibits fat absorption, and each of them has received a good response from the market. To refine the sugar-free tea category, it is also necessary to help people develop the habit of drinking packaged tea through subtle cultural immersion. Suntory's oolong tea and Iemon green tea are also remarkable in the creation of tea culture. With 30 years of practice, Japanese tea companies have made a demonstration of category fission for us. In the future, the opportunity for fission in the domestic beverage industry lies in the accurate grasp of consumer demands: the carving of the "purity" of the ingredient list, the use of dopamine flow passwords, the extraction of more specific functional health demands from subdivided scenes, and the clever use of herbs, fruits and vegetables to reshape people's perception of plant raw materials.