<output id="zxb1x"><pre id="zxb1x"></pre></output>
    <track id="zxb1x"></track>

    <track id="zxb1x"><strike id="zxb1x"><rp id="zxb1x"></rp></strike></track>
      <pre id="zxb1x"><strike id="zxb1x"><rp id="zxb1x"></rp></strike></pre><pre id="zxb1x"><pre id="zxb1x"></pre></pre>

            <del id="zxb1x"><ruby id="zxb1x"><b id="zxb1x"></b></ruby></del>

              CBN Friday Special丨Genki Forest to get on in the action of sugar-free coke

              2022年08月12日 22:25   21世紀經濟報道 21財經APP   李瑩亮,實習生曾麗鑌
              感受中國泛經濟脈搏,暢談最新最有趣的商業話題。

              S: Hello everyone, I’m Stephanie Li. Welcome to CBN Friday Special.

              J: Hi, I am Jenny.

              S: Do you want some drink, Jenny?

              J: Thanks, but I have just finished a bottle of Sprite. Stephanie, do you prefer Sprite or Coke?

              S: Well I used to drink Coke more. But currently, I prefer Genki Forest sparkling water. And, peach flavour is my favourite. Have you heard Genki Forest is bringing out its new Coke-flavoured product soon?

              J: Yes, I heard about that too. The new beverage is Genki Forest's attempt to upgrade sugar-free Coke. The product is placed in its sugar-free sparkling water series, which may indicate the firm's prudent approach to direct rivalry with the dominating global Coke brands, such as Coca-Cola and Pepsi. 

              S: Genki Forest, a Chinese firm known for its low-sugar tea and sparkling water beverages, entered the sugar-free carbonated drinks market in 2016. Due to the increased health awareness among Chinese people, Genki Forest’s relatively healthier products that are “low calorie” and less sugary have successfully catered to a substantial target market in China. Its total sales from secondary dealers in 2021 amounted to 7.3 billion yuan, following years of high-speed growth. In 2022, Genki has set a sales return target of 10 billion yuan.

              As for promoting strategies, Genki Forest cooperates with influential bloggers, KOLs and KOCs on Xiaohongshu and Douyin to reach a huge pool of potential customers. So far, the number of followers in Xiaohongshu and Taobao Genki Forest flagship stores has reached over 3.3 million and 3.35 million respectively.

              J: Last month, Genki Forest unveiled its new Coke beverage Genki Cola, officially announcing that it has entered the sugar-free Coke market in a cautious attempt to break down the barriers of global giants Coca-Cola and Pepsi in China and take on them.

              But it won’t be an easy job. Over the past few decades, Coca-cola and Pepsi in China have been firmly controlling the raw material supply chain and the sales market of coke. Almost all the newly-emerging domestic coke would be acquired or soon became insolvent. 

              S: However, despite being sandwiched between the two giants, Genki Forest launched a charge toward them. After the self-owned material-supporting factories in Anhui and Guangdong Province were built and put into operation, the supply chain of Genki Forest has been completed, solving the problem that the supply of raw materials for coke production may be limited. Genki has also established a relatively stable and large customers base for it to debut a Coke product. 

              In fact, Genki’s founder Tang Binsen made the decision to launch the offensive against the two giants back in 2016, who is a serial entrepreneur and also an investor himself, and the highly anticipated new Genki Coke is considered to be the brand’s next big hit that boosts growth in its flagship sparkling drink series. 

              Speaking of which, Jenny, how much do you think the Genki Cola will cost?

              J: Hmm…I’m not so sure, but I think Genki should be careful about setting the price. Coca-cola and Pepsi’s product price has long been adhering to a low price strategy. Such market barriers may pose threats to new enterers like Genki Forest. A bottle of the sparkling water from Genki Forest costs 6 yuan, while the price tag of Coca-Cola with the same specification is only about 3.5 yuan. So will consumers welcome a more expensive Cola drink just for a similar experience, and will they like the taste of the new Coke? And since selling more will finally reduce marginal cost of production, will the newcomer be able sell enough to make a profit, or at least stay afloat in the already crowed market?  

              S: Former domestic cola challengers like Wahaha, Laoshan, and Tianfu have failed to make their names as the two international giants dominate the Chinese market. Take 2019 as an example, according to industry research data, in China's carbonated beverage market, Coca-Cola's market share was 59.5%, while Pepsi's took up 32.7%, making their combined industry concentration to be as high as 92.2%. That basically bars any brand from taking a slice of the market.

              J: Right. In the second quarter of 2022, Coca-Cola reported revenue of over 11 billion dollars, up 12% from a year earlier. Will Genki Forest takes on a market share smoothly or Coca-Cola continue to merge with the new entrant? Let's wait and see who will win this "Coke War". That’s all for today. See you next time.

              “元氣可樂” 來了!

              2022年7月22日,中國碳酸飲品公司元氣森林正式對外透露,即將推出“元氣可樂”產品,最快將于8月線上售賣,并進入部分線下渠道。消息一出,飲料市場被這款即將問世的國有可樂激起千層浪。

              元氣森林是何方神圣?2016年,主打“0糖0卡0脂”低熱量概念的元氣森林氣泡水橫空出世,一出場便直接對標行業巨頭“可口可樂”。這種氣泡水主打健康的產品理念和新潮的營銷方式正中新消費群體Z世代下懷,迅速走紅。

              元氣森林可樂的項目,由其聯合創始人鹿角牽頭。鹿角形容這款產品時說,這在元氣內部也是歷史上最糾結的一款產品,既要保證元氣森林健康的元素,又要兼顧可樂的口味。產品如何保持競爭力是個難題,另一方面,這可能會引發飲料巨頭的反擊?!拔覀兊捏w量和國際巨頭相比,就相當于一個小指頭,很容易被一巴掌摁死”,鹿角坦言。

              最后,還是元氣森林創始人唐彬森拍板,“既然用戶有需求,與其扭扭捏捏,不如瀟灑走一回。反正做可樂失敗的也不止一個?!敝档靡惶岬氖?,唐彬森本身不僅是一位連續創業者,還是一位投資人,他創辦的挑戰者資本在2021年4月完成了10億元人民幣的新股權基金募集。

              2019年后,元氣森林總銷售額突破1500萬元;2021年元氣森林營收約73億元。到目前為止,小紅書元氣森林旗艦店粉絲量達到了330萬+,元氣森林淘寶官網旗艦店粉絲量達到了335萬……元氣森林始終堅持自己的“果味氣泡水“等其他產品的發展路線。

              2022年7月22日,元氣森林對外透露即將推出由聯合創始人鹿角親自帶隊的,代號為“YYDS”的“元氣可樂”產品。本次項目,試圖打破行業巨頭可口可樂的壁壘,打造“中國可樂”。

              然而,打破壁壘談何容易?過去幾十年間,可口可樂和百事可樂兩大飲料廠商在中國牢牢把控著“可樂”這一單品的絕對話語權。但元氣森林首先針對供應鏈發起了沖鋒。在安徽、廣東等地的自建工廠建成投產后,元氣森林的供應鏈已經基本完成,關鍵原料基本可以自給自足,解決了可樂原料供應可能會被限制的問題。再加上元氣森林本身良好的消費市場情況,便有了足夠的底氣推出可樂味氣泡水產品。

              然而,這場沖鋒引起的可能是一場“血戰”。進入中國市場幾十年來,可口可樂和百事可樂兩大巨頭一直立于不敗之地,除了牢牢把控著供應鏈和銷售渠道以外,其在產品價格上也一直堅持薄利多銷的原則,這使得其建立起了很難被攻破的市場壁壘。一方面在生產環節,由于兩樂龐大的市場銷量,生產層面可以大幅擴張從而降低邊際成本,使得每一瓶可樂的成本持續壓低。新入局的元氣可樂在一開始進入市場時很難達到同等規模,其在成本和定價上就無法與“兩樂”競爭。

              另一方面,在消費端,市面上元氣森林的氣泡水定價在6元左右,而可口可樂同樣規格的可樂定價只在3.5元左右,價格幾乎只有元氣森林氣泡水的二分之一。過去十幾年的消費習慣幾乎已經錨定了可樂的定價區間。因此,“元氣可樂”在價格不占優勢的情況下,要獲得消費者的青睞絕非易事。

              20世紀90年代以來,許多著名的國產老汽水或停產,或退出市場,碳酸飲料市場基本被“兩樂”統治。以2019年為例,根據前瞻產業研究院的數據,在中國碳酸飲料市場,可口可樂的市場份額為59.5%,百事可樂為32.7%,行業集中度R2高達92.2%。其他汽水品牌想要出圈,難度不小。2022年第二季度,可口可樂公司營收113.25億美元,同比增長12%。

              這場“可樂之戰”,究竟是元氣森林攻城勝利,還是可口可樂繼續合縱連橫,市場將拭目以待。

              Executive Editor: Sonia YU

              Editor: LI Yanxia

              Host: Stephanie LI

              Writer: Stephanie LI, ZENG Libin

              Sound Editor: ZENG Libin

              Graphic Designer: ZHENG Wenjing, LIAO Yuanni

              Produced by 21st Century Business Herald Dept. of Overseas News.

              Presented by SFC

              編委:  于曉娜

              策劃、編輯:李艷霞 

              播音:李瑩亮

              撰稿:李瑩亮、曾麗鑌

              音頻制作:曾麗鑌

              設計:鄭文靜、廖苑妮

              21世紀經濟報道海外部 制作

              南方財經全媒體集團  出品

              關注我們

              被继夫强开花苞
              <output id="zxb1x"><pre id="zxb1x"></pre></output>
                <track id="zxb1x"></track>

                <track id="zxb1x"><strike id="zxb1x"><rp id="zxb1x"></rp></strike></track>
                  <pre id="zxb1x"><strike id="zxb1x"><rp id="zxb1x"></rp></strike></pre><pre id="zxb1x"><pre id="zxb1x"></pre></pre>

                        <del id="zxb1x"><ruby id="zxb1x"><b id="zxb1x"></b></ruby></del>