NFC (not from concentrate) juice, Chinese meaning "non-concentrated reduced juice", also known as original juice, non-reconstituted juice. NFC juice is a subordinate branch of fruit and vegetable juice and its beverages in the food industry. According to the fruit and vegetable juice testing standard "GB T 31121-2014", NFC juice refers to the juice products that can be fermented but not fermented and not concentrated by mechanical methods directly made from fruits as raw materials. NFC juice is made from fresh fruit pressing, and its composition is 100% fruit juice, which is different from traditional fruit juice in terms of product composition and nutritional value.
NFC juice can be classified according to two dimensions: processing method and raw materials, and NFC juice can be divided into two categories: freshly squeezed and raw juice based on processing method, and there are differences in product shelf life and flavor. NFC juice based on the classification of raw materials is divided according to the freshness of fruit raw materials, and NFC juice is divided into fresh fruits, frozen, and refrigerated and frozen.
The upstream, midstream and downstream links of the NFC juice industry are composed of raw material suppliers, equipment suppliers, intermediate brand suppliers, downstream distributors or channel providers to end consumers.
1.Fruit merchants are the main links in the upstream of the industrial chainWith the empowerment of science and technology, the production efficiency of upstream NFC juice manufacturers has increased and the cost has decreased, expanding the development space for midstream enterprises in the NFC juice industry chain. The upstream raw material suppliers are mainly fruit merchants and equipment and consumables suppliers.
2.From the perspective of the entire industrial chain, the independent brands in the midstream are the main participants in the NFC juice industry. Midstream brands are mainly divided into independent brands and OEM brands, and the gross profit margin of the industry is mainly affected by brand awareness, sales model and upstream raw material fluctuations.
The direct-sales model is directly oriented to end consumers, with relatively high gross profit margin, but long sales collection time; The two modes of distribution and consignment also need to give profits to dealers and consignees, and the gross profit margin is relatively low, but the sales collection situation is better;
The fluctuation of the upstream will directly affect the procurement cost of the enterprise, thereby affecting the profit level of the enterprise. The independent brand owners with production bases represented by Nongfu Spring Company have strong bargaining power for the upstream fruit merchants.
3.The downstream links of the NFC juice industry chain involve sales channels and end consumers. In terms of sales channels, the bargaining power of large supermarket chains represented by Wal-Mart and Beijing Lianhua and convenience store chains represented by Lawson and Meiyijia is stronger than that of brands in the midstream sector.
For consumers, the demand for NFC juice is affected by seasonal factors and the bargaining power of its brand owners is limited. The production, transportation and storage requirements of NFC juice are higher than those of other products, and consumers are more inclined to brands with greater influence, and from this point of view, the bargaining power of brands is stronger.
NFC juice caters to the trend of upgrading consumer quality and rising demand for healthy consumption due to its high nutritional value and natural additive-free advantages. In terms of user portraits, the main consumption of NFC juice is mainly concentrated in urban women and married families with children, and the repurchase rate is relatively highSeasonal consumption characteristics
On the corporate sideWhether it is an independent brand or a factory processing, the NFC juice industry has a long industrial chain and many participants, and the midstream brand is the main player in the industry, and the industry competitiveness of self-operated brands is relatively strong;
In terms of the competitive environmentWhether it is similar competition or competition with other beverage products, all brands are constantly innovating and developing, and constantly increasing market share through research and development of new products, co-branded marketing and other meansThe overall development of the industry is characterized by rapid growth and fierce competition in diversification.
The market size of the NFC juice industry in 2018-2022 increased from 39400 million yuan to 29200 million yuan, with a compound annual growth rate of -73%；It is expected that from 2023 to 2027, the market size will increase from 30500 million yuan increased to 36500 million yuan, with a compound annual growth rate of 31%。
At present, the competition in China's beverage industry is fierce, but there are few enterprises in the NFC juice industry, and the concentration is slightly lower. It is mainly divided into three echelons. The first echelon: Nongfu Spring, Weiquan, Leyuan (Zero Degree Fruit Fang). The second echelon: Zhenfu juice, Chu orange and other OEM processing enterprises. The third echelon: Bao Sang Garden, Fruit Lines, Xi Xiao Tea Bottle Factory, etc.
The gross profit margin of the leading self-owned brands in the midstream of the NFC juice industry is much higher than that of foundries and other brands, and the offline channels are basically monopolized by the leaders.
Taking a bottle of 300ml NFC juice as an example, the cost is 2-3 yuan at the factory price, about 4-5 yuan in the hands of the dealer, and the average transportation cost is 05-0.6 yuan bottles, in addition to the cost of cold chain transportation and the cost of labor such as the store, the final purchase price of the supermarket link is about 6-7 yuan, while the average price of Zhenfu juice is 16 yuan, and the average price of Nongfu Spring NFC juice is 22 yuan.
In recent years, the high-end juice market has continued to decline, and NFC juice** has also continued to decline with new tea drinks, resulting in the fact that in addition to large-scale leading beverage companies that can reduce prices by virtue of the advantages of the first chain, there is little profit left for offline distributors of other brands, so most NFC brands** terminal gradually disappears.
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