China fruit vinegar beverage industry Diagnosis.docVIP

 PAGE \* MERGEFORMAT 4 China fruit vinegar beverage industry Diagnosis Available in China since 1997, was called following the carbonated drinks, water, drinks, tea drinks, juice drinks and functional drinks after the ‘sixth generation of gold drinks’ and fruit vinegar beverages, after decades of development, it is still at the edge Pieces of survival classes, as well as being in the industry known as ‘off gas industry’, ‘Game No One Played’. Why? Terry positioning studio to locate this theory, the first comprehensive domestic fruit vinegar beverages do not reveal the root causes of our other encountered similar difficulties, anxious to break through bottlenecks in the development of the consumer goods category also has a certain referential significance. Fruit vinegar beverage industry characteristics In the long-term tracking and observation of fruit vinegar beverage industry, based on the studio to improve their competitive positioning Terry summed up the situation as ‘a small, chaotic, and miscellaneous’ three characteristics, from the development of these features can be somewhat reflected in its bondage of the clues. The first is ‘small’. Manifested in two aspects: First, small-scale industry, the industry sales volume in 2008 just over 600 million yuan; two are mainly small and medium enterprises, the lack of a strong brand, the country hundreds of vinegar production enterprises, sales of over 10 million of the are few, only the Guangdong Tiandi sales numbers have more than 100 million yuan (but with vinegar-based drinks, apple cider vinegar at the end of 2007 was introduced, at the beginning called ‘every day on the 1st’, was soon replaced with the vinegar drink the same brand ). It is worth noting that the large manufacturing enterprises in Henan vinegar, showing a primary phenomenon of industrial clusters, in which days side original, the World Jin, Yuan Village, the source of fruit and other larger scale, currently on the market, there are many