Chinese tea drink competition Tao.docVIP

 PAGE \* MERGEFORMAT 13 Chinese tea drink competition Tao In recent years, China’s bottled tea drinks market gained rapid development. With the concept of enhancing people’s health, this rapid development momentum will continue. One study showed that in the next few years, the average growth rate of tea beverage market is expected to reach 15%, even higher. Binary Law Tea from China’s beverage market, we can see what is the law? Obviously, what we call the ‘dual rule’: for each category over the long-term development, will be dominated by two major brands. For example, in the cola category in the United States, Coca-Cola has 58% market share, while Pepsi has 38% share. When the two main brands dominated a category, only a very small space is left to the third brand. In fact, the third brand of cola (Crown cola) in the U.S. cola market share of less than 2%. Chinese tea beverage market also proved that the current pattern of binary rules. According to a recent AC Nielsen survey showed that 40% of the Master share of the market share, while a unified account for 30% of the share, the third brand (Wahaha) is far behind, only 5% of the share. In China there are many other brands of bottled tea drinks, we believe, many of which brands are eager to in this annual growth rate of 15% of the market to gain significant market share. However, possible? We think that this situation is very difficult to occur, when a market dominated by two main brands, the third brand to occupy a significant market share is very difficult. Take the U.S. air cargo industry, this industry is dominated by UPS and Federal Express. Six years ago, Europe’s largest air cargo service DHL brand to enter the U.S. market. DHL to 1.05 billion U.S. dollars acquisition of a small air cargo company (Airborne). In the next year, DHL launched a multimillion-dollar advertising campaign to strengthen its operations in the United States. However, the useless, after the 2007 loss of 1 billion U.S. dollars