In today's society, sub-health phenomena are widespread, and more and more people are beginning to pay attention to health problems. The term health was originally used mostly for the elderly, but now it is sought after by the younger generation, causing a new consumption trend.
Put wolfberry, cola and codonopsis in the thermos cup, and hide ginseng ...... in the whiskey"The young generation's confused health behavior has become the norm, which just reflects their health awareness is slowly awakening. The young generation's attention to health issues has greatly affected the upgrading of the industrial structure of all walks of life.
The same is true for the beverage industry, where the most popular carbonated beverages are no longer the favorite of consumers in the new era, and all kinds of beverages with the same taste and functionality have sprung up.
According to the 2021 beverage consumption trend insight report, the market size of the beverage industry continues to expand, and the growth rate is obvious in the next few years, and it is expected to exceed 13 trillion yuan mark.
The large-capacity beverage market has attracted many new brands to join, and the entry of new brands has also promoted market innovation, and various new beverages have emerged to meet the diverse needs of consumers. In the beverage segment, the growth rate of coffee beverages is significantly faster, and it is more favored by consumers, and the growth rate of healthy ingredients such as low-fat and low-calorie, high-quality raw materials is higher than that of carbonated drinks, and 75% of consumers believe that health is very important for beverages.
Looking back at the success of Mogu Coffee, it started from the category of coffee, relying on the inherent health cognition of the concept of low-carbon diet, developed and created large single products, realized cognitive arbitrage, and used the known to understand the unknown, which directly shortened the cognitive distance of consumers to new brands and new products.
The coffee category already has a refreshing and necessary mental hint for urban workers, which is undoubtedly a key breakthrough point under the current trend of pursuing health. Molly Coffee takes advantage of this point and integrates the concept of coffee category and low-carbon diet into beverages, which is greatly different from the current 0 sugar, 0 calorie and 0 fat beverages on the market, which not only meets the diversified needs of consumers for new products, but also meets the consumer's pursuit of healthy drinks.
The reason why the coffee category is chosen as the carrier is that coffee not only satisfies consumers' pursuit of taste and quality, but also shares a unique culture and lifestyle with them. Moreover, it is highly compatible, and it is not destructive when paired with other drinks, plants, etc., and the superimposed taste is more popular. Focusing on the concept of "low-carbon diet, easy enjoyment", Mogu Coffee has established product barriers and occupied a unique position in the beverage track.
The entry of new brands into the market is inevitably inconsistent with expectations, from a product to a series of products and finally classified brand positioning, while playing and summarizing, groping out their own differentiated advantages, so as to occupy their own exclusive position in the beverage industry.
In addition to conveying the concept of healthy products, the brand also implies the expectation of health and a better life, conveys blessings and hopes to consumers, and establishes topic interaction and emotional communication. Nowadays, the homogeneous competition in the beverage industry is serious, and it is indispensable to build a brand with emotional resonance. Personalization, emotion, and branding are the new trends of the future development of the beverage industry.