Leisure food companies have developed lactic acid bacteria beverages

The summer has not yet arrived and the summer drinks battle has already begun. Unlike the hot tea beverages and fruit juices of the previous two years, this year's new product development trend is very special. It can be said that it is a bit “sour”. "A lot of lactic acid bacteria beverages have seen the eyes." At the Chengdu Spring Tea and Sugar Festival in the past, one of the participants of the Quanzhou enterprises said. It is reported that lactic acid bacteria drinks have become a powerful new force in the beverage market this summer.

600 domestic brands get together to develop

In recent years, there have been more than 600 brands of lactic acid bacteria beverages in China. How can these brands stand out? Industry analysts believe that the Quanzhou Army Corps, which has just entered the battlefield from the field of snack foods, has shown different wisdom in shopping malls. Although many companies are pointing their fingers at the growing lactic acid bacteria market, they have their own focus on either the function or the packaging, or the naming of their brands, or their production techniques.

"Lactobacillus is a healthy drink for both men, women and children, and has enormous potential for consumption and market space. This is exactly the strategic development opportunities that companies must seize." said Yu Qian, the promotion vice president of the Pan-Pang Beverages Division.

Manufacturers have their own unique tricks to attract attention

Drugs are classified as "white + black". Have you heard that lactic acid bacteria also have "white + black"? “Lactobacillus has become a single product market that is being competed by Quanqiu, but it is a benevolent person to look at the development of this single product.” Mr. Xu Shu, chairman of Qiaomao Food Company, said that after comprehensively understanding the market, they discovered that they are similar in the market today. There is a greater homogeneity in the packaging and functionality of the product. After delving into the demand points of the market, they searched for breakthroughs in children's lactic acid bacteria, starting with the demand for functional children's beverages, introducing the daytime to emphasize "refueling," and at night emphasising "sleepiness" of "white and black" lactic acid bacteria beverages.

“With hundreds of brands of lactic acid bacteria, there are five or six products of the same category appearing on each mature supermarket counter. Why should people accept you? It can only attract the eye by surprise.” Xu Shu said, a bottle after a meal The promotion of digestion by lactic acid bacteria has become the habit of consumers in Japan and other countries. After experiencing consumer education in previous years, the market has also become more mature. To this end, they grafted on the mature technology of Japan for nearly a hundred years. They added nutrients that promote bone growth and nutrients that help relieve stress and promote sleep, based on the original lactic acid bacteria. They developed two types of children's lactic acid bacteria, and in the morning, they are good for children's calcium supplementation. One at night helps ease the state of excitement and ease sleep. "This kind of design is not just simple grandstanding." Xu Shu said that in order to facilitate the children to drink, they will change the wide mouth bottle into a small mouth design, the body of the bottle is also wider, conducive to highlight the stylish Korean style.

Bold, subversive, and innovative. "The competition on the lactic acid bacteria beverage counter is heating up. However, on the jelly counter, there are no lactic acid bacteria products."

According to Wang Xiaoxi, head of the Crayon Shin-Shin Brand Management Center, according to the original powerful jelly production technology and the previously introduced lactic acid bacteria beverage, they gave full play to their leading position in the jelly market and launched the “purity” at the end of last year. 100" lactic acid bacteria jelly product. Change the lactic acid bacteria to drink chewing lactic acid, "natural juice pulp + rich smooth," "soft and delicious jelly," the cross-border attitude of surprise soldiers occupied the lactic acid bacteria beverage market.

300 million yuan to buy equipment to test taste

Any innovation of the product can not be separated from the innovation of the core technology. Qiao Mama is looking for the cooperation of Japanese technology, but Panpan Food Group is seeking a breakthrough on the basis of the original scale. The “Yiqi” lactic acid bacteria beverage launched at the end of last year has become another new product after the strong launch of walnut syrup and other beverage products. The subject of deep plowing is still healthy. The words “no preservatives, no pigments” are clearly indicated on the bottle. These are the special imported equipment for the lactic acid bacteria of 300 million yuan, and the international advanced cryogenic cold cans. The production process and UHT instantaneous disinfection technology can keep the nutrients of lactic acid bacteria well. Can be kept in the low temperature state for more than six months, more conducive to dealers stocking, and conducive to market sales.

“In the same way to get out of the differentiation route, Panpan adopted a well-known domestic planning company and agreed with Taiwan’s famous product packaging design team to determine the direction of R&D of lactic acid bacteria. After observing the advantages and disadvantages of similar product naming and packaging, Panpan used internal and external collections. The method of brainstorming finally set the name of "Yiqi". Our 9 lactic acid bacteria beverages are together with 9 kinds of probiotics, nutrition and delicious together. We also hope that our consumers will be with their own favorites and happiness. Together.” Yu Yang believes that “in the benefit of” is not just a brand name, but also highlights the corporate culture. In terms of packaging, the 280-ml packs of products that they use are not using the PE materials commonly used by domestic manufacturers (the state plans to force them to be eliminated), and instead use PET materials that are safer and more environmentally friendly. In the packaging design, attention was paid to the use of "subtraction", minus the fancy decorations and return to the original.

"Our products have absorbed the results of major scientific research projects at the national level." Wang Xiaoxi said that their brand name "Zhenzi 100" strives to achieve the ultimate in everything and do 100 points. In order to increase consumer awareness, they have also developed a lactic acid bacteria cartoon doll - Xiaochun, making the brand more iconic, with a view to further targeting young female consumers and children.

Co-marketing the big lactic acid bacteria market cake

A few days ago, the good-looking “Sample Small Lactic Acid” project that involved the lactic acid bacteria market earlier received the investment of Sequoia 200 million yuan. When Crayon Shinchan announced that it will launch lactic acid bacteria products, it has received approximately RMB180 million in sales orders for this product line. The slanting of large amounts of money to the lactic acid bacteria category explains the potential of this category to some extent.

According to the industry, lactic acid bacteria products have risen in the 1990s and the market size of the entire industry has exceeded 40 billion yuan. “First of all, this category has not yet formed leading products and the opportunities are relatively equal.” According to Shi Shaoyang, the head of the brand, they found that after introducing lactic acid bacteria products, they found that domestic lactic acid bacteria only accounted for more than 10% of milk drinks. This level has exceeded 50% internationally. In Japan and other developed countries, this level is closer to 80%.

"Three years ago I saw the potential of this product," said Xu Shu. Before he saw in Taiwan, many adults and children are accustomed to drinking a bottle of Lactobacillus after a meal because they focused on jelly at the time. Innocent involvement in this category. Today, he believes that the timing is just right. Although hundreds of brands of various lactic acid bacteria have emerged in the past two years, consumer education has also been carried out to a certain degree, which has greatly reduced the cost of consumer education investment.

It is understood that due to the fierce competition in infant formula milk and the low profits of low-end normal-temperature milk, the cultivation of the lactic acid bacteria market has achieved initial success. Many companies such as Yakult, Weiquan, Mengniu, Yili and Wahaha have already joined the market.

Recruiting horses to expand the marketing team

Innovation needs to be continuous. Shi Shaoyang said that as an earlier company involved in the lactic acid bacteria market, they will further expand their special marketing channels. In addition to Dashangchao, the team will also make efforts in e-commerce, because the company name is more pleasing, they will also strive to open up the market for wedding and catering. In order to cope with the current fierce market competition, they will further continue to upgrade the original lactic acid bacteria material, whether it is from the appearance or taste of the order to make it more sense of the times, more easily accepted by young consumers. Yu Yun also said that "in the benefit of the" revolved around the life clues of young consumers to spread goods, backed by the power of large-scale enterprises, special marketing display for gas stations, hospitals, airports and other places to enhance brand awareness .

According to industry sources, the target customers of lactic acid bacteria are mostly young “post-90s” and “00s”, and their loyalty to consumers is low. The way to build loyalty is to meet the individual needs of good people. Whether Panpan’s “In the Benefit” or Qiaoma’s “White+Black” or “MeiZi 100” and “Demonstration of Little Lactic Acid” all reflect the brand's youthful tendency. At present, the above brands have already begun to try to deploy in the country, and the cost of the beverage sales network is much higher than that of the leisure food. Therefore, the team's construction is also very important. To this end, Haocaitoujinjin hired Chen Jiaqiang, general manager of the original Jadobi Sales, as the trader of the beverage business department. "For lactic acid bacteria products, an increase of 1600 salesmen this year, and from top to bottom of the business staff conducted quality training to expand." Shi Shaoyang said.