A new type of bubble water melee: Yuan Qi forest was ambushed by two coke giants on all sides.

When the latecomers threaten the survival hinterland and moat barriers of the giants, they will inevitably face unprecedented fierce counterattacks, which are often repeated and even a bit unreasonable.

This is the real interpretation of the domestic sparkling water beverage track. Recently, 36kr pointed out in the article "20021Beverage Wars: Giants Surround Primitive Forests" that the primeval forests famous for sugar-free bubble water in recent years are being completely surrounded by two international beverage giants, Coca-Cola and Pepsi-Cola, and the atmosphere of the whole beverage industry is quite tense.

In the past decades, Coca-Cola and Pepsi-Cola, as the absolute leaders of carbonated drinks, have been under no pressure. However, in recent years, Yuan Qi Forest has achieved a breakthrough by using new marketing and new foam water, which has aroused the dissatisfaction of Erle.

Judging from the recent sales data of the beverage market, the vitality forest is still very strong, which has become the best reason for the two major music giants to launch channel wars and new product wars.

The upper part of the two pieces of music was blocked and the lower part was cut.

Nowadays, on the shelves of convenience stores, ordinary consumers can see that Liangle and Yuan Qi Forest are on the same shelf, but they can't see Liangle's fancy containment strategy for Yuan Qi Forest, and it's hard to imagine that Liangle's attitude towards Yuan Qi Forest is so consistent.

In the past few years, with the rise of the dynamic forest, the oppression and aggression of the two music in the competitive strategy are more manifested in two aspects.

The first aspect is to cause some resistance to the production and capacity expansion of the upstream virgin forest. 36kr described such a scene in the article: One day at the beginning of the year, Yuan Qi Forest suddenly received a phone call from the foundry, saying that all the factories producing Yuan Qi Forest would be shut down before 12 that night, and the foundry did so because the boss of an international beverage giant personally called his foundry and asked to stop the cooperation with Yuan Qi Forest immediately.

In addition to production capacity, Yuan Qi forest also feels great resistance in the just-needed means of production such as bottle blanks, because the manufacturers supplying Yuan Qi forest must first meet the international giants. If there is overcapacity, it may meet the supply requirements of Yuan Qi forest, but Yuan Qi forest is often "unlucky".

In fact, the problem of supply interruption of Yuan Qi forest is not recent. The article also mentioned that as early as 20 19, Yuan Qi forest was facing a sudden supply cut. At that time, Yuan Qi Forest waited for 20 days and thought that the other party could start work, but the answer was "I can't give you production, so I need to wait for notice."

The second aspect is to squeeze the vitality forest of the downstream terminal market through new combination boxing products. After Yuan Qisen's forest fire, the new bubble water with sugar-free and healthy concept on the market increased obviously. Coca-Cola and Pepsi, which once dominated the market with classic cola soda, also accelerated to join this new product war.

In April this year, Coca-Cola's brand-new "small universe AHHA bubble water" series was listed in China, and in June this year, Pepsi's "bubly Smile Fun Bubble" series was listed in the domestic market.

Interestingly, the two new series launched by Liangle are close to Yuan Qi Forest in terms of packaging style, marketing strategy and taste. Obviously, Liangle wants to launch a product wheel war at the terminal, attack Yuan Qi Forest and divert its market demand with the help of a large number of similar new products.

On the one hand, the upstream production capacity is clamped, and on the other hand, the downstream new products are surrounded. These two music groups can be described as blocking the Yuan Qi Forest, both because of its resilience and growth ability in the new bubble water track.

Subvert the Yuan Qi forest

Both are international beverage giants. In the domestic bubble water market, it can be said that there is no opponent to fight. Why do you want to curb Yuan Qi Forest, a newcomer who has only been established for a few years? The reason is that Yuan Qi Forest is too young, but it has threatened their bubble water status in domestic and even foreign markets.

The first main reason is the continuous suppression of the sales of Liangle by Yuan Qi Forest. According to public data, Yuan Qi Forest sold 2.26 million bottles during the Double Eleven Promotion Festival on 20 19, winning the first place in drinking water, and the whole network sold more than Coca-Cola and Pepsi.

In 2020, Yuan Qisenlin will stage the same script again, ranking first in the water and drink category in Tmall and JD.COM with a total sales volume of over 20 million bottles. In addition, the gold-lettered signboard list released by CBN in 2020 shows that Yuan Qi Forest, which focuses on the concept of 0 sugar, has successfully won the title of carbonated beverage, breaking the long-standing dominance of Liangle's "fat house soaking in water".

It is worth noting that, from the data, Yuan Qi Forest not only surpassed the sales of Liangle, but also showed a continuous suppression of Liangle. It can be said that the competition situation of Liangle in the domestic market has reappeared in the past few decades, which inevitably makes Liangle feel anxious.

The amazing growth of Yuan Qi forest in income and R&D is the second main reason. According to public data, in 2020, the income of Yuan Qi forest will reach 2.7 billion, with a growth rate of 309%, while in 20 18 and 20 19, the income growth rate of Yuan Qi forest will be about 300% and 200% respectively. Yuan Qi Forest, which was established only five years ago, has kept a double growth rate for many years, which has attracted the attention of most peers.

Behind the high income growth rate, Yuan Qi Forest still maintains strong R&D capability and new product listing speed. From 20 16 to now, Yuan Qi Forest has released a number of new products in different series every year, covering nearly 10 sub-categories of beverages, with a very rich product line.

Rich product matrix and SKU, coupled with trend marketing strategy, Yuan Qi Forest has shown a strong siphon effect on the whole new bubble water market, thus doubling its revenue.

To sum up, the backwardness of Yuan Qi forest has hit Liangle's market position, which it thought was indestructible, and made Liangle feel a little unprecedented crisis.

Endless pressure

Yuan Qi forest subverted the industrial position of Liangle with new bubble water, which triggered the containment of Liangle to Yuan Qi forest. At present, Liang Le's containment of Yuan Qi forest has become a routine and will exist for a long time.

In fact, as mentioned earlier, Yuan Qi forest has encountered sudden productivity resistance on 20 19, which means that Liangle has been blocking Yuan Qi forest for several years, and this pressure will continue in the short term.

The first reason is that the scale of the new bubble water market is still expanding, and the growth of Yuan Qi Forest and Fengkou is still very strong in sales, so it is impossible for the two music companies to sit idly by.

According to the data of Prospective Industry Research Institute, the domestic foam water market in 20 19 is about1500 million, and it is expected to reach about 32 billion in 2025, with a considerable growth rate.

With the continuous expansion of the market, the performance of Yuan Qi forest is still very bright. According to the data of Huajing Industrial Research Institute, Yuan Qi Forest ranks first in the online bubble water brand sales ratio of 202 1H 1, accounting for 6 1%.

The second reason is that Yuan Qisenlin lost a lot when he encountered the capacity challenge before, but he finally succeeded in overcoming it by building his own factory and looking for other small and medium-sized factories. In Liangle's view, the measures and efforts to curb dynamic forests in upstream production capacity and production links may not be enough, and may be further upgraded in the future.

Originally, the idea of "two pleasures" may be to achieve some obvious results in putting pressure on the upper and lower reaches of Yuan Qi forest as soon as possible. However, at present, the forests in Yuan Qi have shown an unimaginable compressive capacity. In this case, it may be an inevitable choice for the future two kinds of music to continue to put pressure on Yuan Qi's forest.

The commercial war is too deep.

Before the appearance of Yuan Qi Forest, few people would have thought of how Liangle, as an international beverage giant, used such unfriendly means in business wars. In fact, looking through the development history of early cool music, we can find that there are precedents.

As early as 1994, Coca-Cola and Pepsi respectively swallowed seven domestic beverage brands by capital means, such as Beijing Arctic Ocean, Shenyang Wang Ba Temple, Tianjin Shanhaiguan, Qingdao Laoshan, Wuhan Binjiang, Chongqing Tianfu Cola and Guangzhou Asian soda. This is also known as the "Erle Flooding Seven Armies Incident".

Therefore, on the track of the new bubble water, we should never underestimate the challenge and pressure limit of the giants to the dynamic forest, because this is a fierce battle involved in the survival boundary.

In addition to the competition between channels and products, the war of public opinion is also a good weapon. For example, some negative events in Yuan Qi Woods have been constantly amplified by some media and channels, and there may be sworn enemies behind them.

At present, Liangle's containment of Yuan Qi forest has been completely put on the bright side, but no one knows how deep the water is in shopping malls like battlefields, but this is precisely the advantage of the giants. They will use their rich experience in commercial warfare and unexpected competitive strategies to curb the operation of Yuan Qi Forest and continue to provoke the increasingly complex scuffle of the new foam water track.

Text/Liu kuangwei official account, ID: ID: liuquan110+00.