The market prospect of the hottest high-end packag

The market prospect of high-end packaged water drinks is mixed

in order to better understand the consumption demand, competition situation and potential market opportunities of packaged water drinks, so that packaged water beverage manufacturers can carry out brand communication and product marketing according to the needs of consumers, minimize the marketing risks of packaged water beverage brands and products, and quickly increase the sales of products, Steadily strengthen the brand and expand the market scale. Beijing precision planning conducted a special and in-depth market research on the consumer demand of packaged water drinks in Beijing from May 26 to June 30, 2009

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the Market Research Department of precise planning has professionally designed the survey questionnaire, and made scientific quotas for the interviewed consumers in terms of gender, age and the use of MCU to realize speed closed-loop control of income at the same time. This survey adopts the internationally accepted CLT (central location test), that is, the centralized fixed-point market research method. A total of 315 consumers of packaged water drinks were interviewed, of which 48.2% were men and 51.8% were women. According to the principle of statistics, the confidence of this survey is more than 96%, which fully conforms to the accuracy of market research. Beijing precise planning market research department used SPSS for window 11.5 social science statistical analysis software to input the data of the survey questionnaire, and obtained the survey data and analysis results after scientific frequency and cross analysis

finally, after precise planning, authoritative experts with 15 years of successful marketing experience in the food industry conducted a comprehensive induction and Analysis on the basis of research data, and wrote the "2009 packaged water beverage consumer demand market research and analysis report". The following analysis is the main conclusion of part of this consumer demand market research

more than 70% of consumers do not know the best high-end water brand

the survey results of packaged water beverage consumers show that 75.6% of consumers do not know the best high-end water brand; The proportion of consumers who know high-end water brands is 24.4%. Moreover, a large number of consumers who know high-end water brands believe that energy drinks also belong to the scope of high-end water. On the one hand, it shows that there are still great limitations in the brand communication of high-end water at present; On the other hand, it also shows that consumers do not pay enough attention to high-end water

there is no strict distinction between functional water drinks and ordinary high-end water drinks

among the 24.4% of consumers who know the best high-end water brand, the proportion of consumers who think that Evian is the best high-end water brand ranks first among all high-end water brands, accounting for 35.1% of consumers' choice ratio; Followed by 5100, accounting for 17.6% of the consumer selection ratio; 16.2% of consumers also think that pulsation is the best high-end water brand; Water cube accounts for 9.5% of the best high-end water brands considered by consumers; In addition, 5.4% and 4.1% of consumers think that baokuanglite and scream are the best high-end water brands respectively; Other brands account for 12.2% in total

from the above consumer survey data, it is not difficult to see that a large number of consumers do not strictly distinguish functional water drinks from ordinary high-end water drinks. The main criterion for judging whether it is a high-end water beverage is the price of the product. There are no fewer than 10 high-end water brands in the Beijing market, but consumers think that only Evian, 5100 and water cube are the best high-end water brands

consumers have not formed a unified understanding of the price of high-end water

when the staff of Beijing precise planning and Market Research Department asked consumers how much they think a 500 ml bottle of water beverage is a high-end water beverage, the highest proportion of consumers who choose more than 5 yuan, accounting for 24.9%; Secondly, the ratio of consumers with more than 4 yuan and more than 3 yuan is 16.9% respectively; The proportion of consumers who think that a 500 ml bottle of water beverage is considered a high-end water beverage only when it is more than 10 yuan has also reached 13.1%; The proportion of consumers who think that they are above 6 yuan is 12.1%; The proportion of consumers who think that they are above 8 yuan is 5.8%; At the same time, 10.5% of consumers believe that the anti white mark performance of 2 yuan to 2 yuan. It can be seen that most consumers are still in a vague and decentralized state about how much the price of high-end water drinks should be, and consumers have not formed a unified understanding of the price of high-end water

most consumers did not buy high end water drinks

the survey data showed that 54.8% of consumers said they did not buy high end water drinks; The proportion of consumers who answered that they bought too much water drinks was 45.2%. About one third of the consumers who buy high-end water drinks buy functional water drinks such as pulsation; In addition, some consumers' perceptions of the price of high-end water are inconsistent. In fact, only about 20% of consumers have actually bought high-end water drinks such as Evian, 5100 or water cube

the market prospect of high-end water drinks is mixed

56.5% of consumers think that the market prospect of high-end water drinks is general; Although 25.9% and 10.9% of consumers think that the market prospect of high-end water drinks is good or very good, if we remove the consumers who are optimistic about the prospects of pulse and other functional water drinks, there are actually far fewer consumers who are optimistic about the market prospect of high-end water drinks such as Evian, 5100 or water cube. In addition, 4.8% and 1.9% of consumers think that the market prospect of high-end water drinks is bad and very bad respectively. Through the analysis of the above survey data, we can see that the prospect of high-end water market is not very clear

in fact, except Evian, Jingtian Baisui mountain, 5100 and water cube are not really national high-end water brands. Master Kang, Nongfu Shanquan and Wahaha, these big brands in the traditional packaged water market, have not entered the high-end water market, and they cannot be blindly optimistic about the prospects of the high-end water market. However, from another perspective, the high-end water market has formed a certain number of relatively stable middle and high-income consumer groups, and there is also a certain development space in the market scale. It can be said that the market prospect of high-end water drinks in China is mixed

conclusion: our understanding of precise planning

precise planning is to concentrate enterprise resources to accurately spread the segmented market and target consumer groups through the overall grasp of the food market, adopting accurate market segmentation strategies, accurate brand strategies, accurate product strategies, accurate price strategies, accurate channel strategies, accurate advertising strategies, accurate promotion strategies, etc, An integrated marketing planning mode that can effectively reduce the waste of resources and costs of food enterprises and quickly improve the brand and product sales

after 15 years of marketing practice, from August 2008, we will usher in a new era of precision planning in the field of marketing of broken products of microtubule system isolated by Chinese foodstuff. We can steadily make profits for food enterprises and be responsible for the results of marketing planning, and truly realize the company concept of low-cost and risk-free marketing planning for food enterprises. Precise planning solemnly promises to create economic benefits equivalent to times the cost of marketing planning for food enterprises

Beijing accurately plans the first brand in China's food industry market research and integrated marketing planning. For a comprehensive solution to the marketing problems or problems of food enterprises, please enter the think tank of Beijing precision planning company station. The detailed contents of the "2009 Market Research and analysis report on consumer demand of 100 product categories in the food industry" can be found in the research report section of Beijing precision planning company station