How does a small crowd move to Volkswagen NFC Juice achieve a corner oversized car?

Affected by the outbreak, consumers' demand for health has gradually increased. The focus of consumption has also shifted from carbonated beverages to other new beverages, with natural, healthy nutritional supplies and portable NFC juices (non-concentrated reduced juices) raising concerns. In recent years, the domestic NFC juice market has been warm. Compared with the market share of more than 30% in foreign markets, the market share of domestic NFC juice is only 1%. Despite the huge market space, the NFC juice brand still needs to find its footing.many challenges to enter the
experienced nearly 10 years of development, NFC juice category rapidly increased. "The impact of the outbreak has indirectly contributed to the development of some healthy beverages and the popularity of consumer understanding of healthy nutrition. NFC juice has shown double-digit growth in europe, the US and China. Sun Wei, chairman of Zero Fruit Shop, said.
domestic NFC juice industry pioneer Zero Fruit Shop in 2011 began to sell NFC juice in the domestic market, this year launched upright bag packaging "apple red" and "orange cooked" two NFC juice products. In June this year, the new tea brand Hi Tea sub-brand Hi Xiao Tea announced the launch of a second brand "Happy Tea Bottle Factory", the first bottled NFC juice fully on the market. This is the first portable bottle of tea, priced at 19 yuan per bottle.
Farmer Mountain Springs has been working in the juice industry for a long time. In 2016, Farmer Mountain Springs officially entered the NFC juice category and became a strong brand in the NFC juice category. According to Farmer Mountain Quanfang, 100% NFC juice listed only a year has become a leader in the NFC category, market share of nearly 40%. In order to create NFC juice differentiation products, in March this year, Farmer Shanquan in the NFC series of products on the taste of innovation, the introduction of avocado blend juice. So far, the farmer mountain spring NFC brand series of fruit juice products reached 10.
beverage companies have laid out the NFC juice market, occupy a unique advantage of fruit enterprises are not willing to show weakness. In April last year, oranges also took aim at this market, launching a real-life orange NFC juice.
, more and more companies are getting involved in the NFC juice industry. In the view of Li Yaxin, director of Shi Jianguo Juice, this is a good thing, only in this way will the juice of this big cake bigger and stronger, "this market will not soon get up, people's consumption habits need to be slowly cultivated." " NFC juice is still a niche product
in fact, NFC juice companies use a variety of ways and tastes to open up the market, but has been in a warm situation.
According to market research institute Ipsos released in July this year, "Ipsos 2020 Healthy Eating Trends Insights - NFC Juice" report, the current foreign NFC juice penetration rate is high, Europe and the United States and other countries NFC juice share of about 50%, has been the mainstream beverage in the market, and still maintain rapid growth every year. However, in the domestic market, 100% juice market share of only about 3.5%, and NFC juice market share of less than 1%, there is greater market development potential, NFC juice is still a niche products. The market size is expected to reach 12 billion yuan by 2020.
NFC juice to meet the needs of consumers for nutrition, health, delicious, the juice industry has become the direction of consumption upgrade. Compared with ordinary fruit juice, NFC juice can retain the original flavor of fruit, compared to fresh fruit, can alleviate the quality of instability, non-standardization and other problems.
China food industry analyst Zhu Danpong believes that China's current NFC juice is still part of the product and industry market import period, the track is good, but the overall industry development speed is not as fast as imagined, and all parties pay so much attention to NFC juice is intended to take a market position, waiting for the domestic NFC juice market maturity.high prices to compress market space
the high price of NFC juice has become the first barrier to consumers to try. In addition to reducing juice, NFC juice is the fresh raw fruit washed juice, after instant sterilization directly filled. Its shelf life is usually only 28 days - 45 days, and in the transport, sale of low-temperature refrigeration, which determines its cost.
To a bottle of 300 ml of NFC juice as an example, its cost structure is, the factory price in 7 yuan - 8 yuan, to the dealer's hands of the premium of 8 yuan - 9 yuan, plus transportation costs of the vehicle average 0.5 yuan - 0.6 yuan per bottle; The high price of the product makes the dealer look off, not only to bear the cost of cold chain transportation, but also to bear the labor cost of the store promoter. In addition, whether manufacturers can accept dealer returns is also critical, but most manufacturers are reluctant to accept returns, dealers worry about the delivery of products in hand. Refrigerated and short-term insurance of this kind of products, return rate is particularly high, big brands should be ready to lose a few years before they dare to enter the market.
price significantly limits the marketing and channel operation of NFC juice. Li Yaxin said that the current popular in the domestic several cold-pressed juice equipment, etc. are introduced from Europe and the United States, the price is high, positioning high-end, and domestic consumers can afford the price gap. On the one hand, the production process is more stringent requirements, the need for three core production equipment cold pressing, disinfection and packaging input costs are very high. On the other hand, due to the product properties of freshly squeezed orange juice itself, it is determined that its transportation costs are higher. The real fruit juice is airlifted and then cold chain truck transported to all over the first- and second-tier city warehouses. Construction juice in the distribution of channels and traditional juice drinks are different, high product prices are also the main reason that dealers generally dare not agent NFC juice, offline dealers will only choose high-end supermarkets and convenience stores, online mainly rely on the original life network, JD.com and cat and other platforms.
is subject to refrigeration conditions and pricing corresponding to the consumer population restrictions, the corresponding NFC juice category publicity is insufficient. According to Ipsos research data, consumers have only 35% correct awareness of NFC juice. At present, the popularity of domestic NFC juice has yet to be further enhanced. NFC juice's main sales channels are still concentrated in first- and second-tier cities, such as convenience stores, consumers are also mostly around the young white-collar people.
In response, Zhu Danpong said, NFC juice prices are relatively high, value convenience stores to a large extent is to value the instant consumption capacity of young consumers, but for NFC juice, convenience stores are not the best channel choice, because health is not the first focus of young consumers, NFC juice when really out of convenience stores, into supermarkets and household consumption, perhaps is the industry's correct way to open.
not too many people drink NFC juice in China, because its alternative products include the same price of yogurt, fresh fruit, new tea and so on. This limitation will inevitably lead to no surge in NFC juice sales, only slow cultivation. Industry sources say lower prices may bring about a turnaround for NFC juice, and some brands that have recently entered the NFC juice market are consciously pushing down prices.
"in the NFC juice segment, low prices can grow more consumers," he said. Sun Wei, founder of Zero Fruit Shop, said. The introduction of 8.8 yuan NFC juice is also for this purpose. Similarly, the grain peach NFC juice on the box horse shelf, there is also a 9.9 yuan activity price, its advantage is the channel. It itself as a terminal, do not need in the market, channel promotion costs have too much input, so it can also be controlled on the cost of the channel.
the main energy of the new enterprises is still in front-end production and back-end logistics, channel construction, for consumer education, communication costs will be reduced, it is difficult to form a large-scale declaration of categories. Even mature beverage companies such as Farmer's Mountain Springs, when entering the NFC juice market, have less advertising investment and less sound than sugar-free teas.
industry insiders said that in terms of value attributes, NFC juice is expected to become a popular drink, but there are still a few "mountains". Among them, consumers on the NFC juice awareness is insufficient, how to reflect the relative value of cost-effective is the key. At present, a bottle of NFC juice brings more functional attributes to meet, and difficult to achieve such as emotional, social needs of satisfaction. The correct way to open the industry
Although NFC juice has the advantages of nutrition, convenience, good taste, but because of high prices, entry brand in the terminal transmission power is insufficient, and other reasons, consumers are difficult to obtain recognition of the category, so the growth in sales is limited.
also as a standard drink for foreign meals, milk has made a qualitative leap in China, with total consumption of liquid milk in 2019 amounting to about 26.272 million tons, up 6.5% year-on-year.
stage of development, NFC juice faces problems similar to those faced by the milk category more than a decade ago. How to make users accept this category, so that NFC becomes a daily necessity consumer goods, in order to expand the market share of the category.
expert analysis, enterprises should determine the core transmission point, penetrate multi-layered consumer groups. At present, consumers generally have fruit demand, brands need to guide the fruit and juice products to replace, so that they can accept the fruit juice brought about by the nutritional coverage effect.
, priority is given to creating a high-frequency scenario that allows users to form consumption habits. Quantify products to remind consumers to consume a certain amount of NFC juice at regular times of the day to meet health needs. Anchoring NFC juice for all people needs to supplement a nutrition, health products, to drink. Zero fruit shop launched a good series of early orange products, binding breakfast scene, wake up consumers to drink, for the category to bring a breakthrough.
expand the NFC consumer scene while meeting the diverse needs of consumers.
is perhaps the most directly related sector in the catering industry. "The advantage of working with catering companies is that they can meet their customized needs, so that each catering enterprise can have a juice that reflects their unique dining individuality," said Gu Xiaofu of Yang Ling Global Horticulture Co., Ltd., which specially designed the NFC juice products for catering companies. "Food and beverage enterprises, chicken, zero-food brand good products shop are customized their own brand of fruit juice products.
industry insiders have expressed this view, in order to demand to force product innovation, accelerate product upgrading. It is often said that where consumers are, products should be. If consumers turn NFC into a high-frequency necessity for daily consumption, the price, specifications, form of sale, etc. need to be taken into account. For enterprises, only in product processing technology and channel sinking layout advantages, in order to grasp the NFC juice market, wind up.
spending is escalating, and the number of participants is increasing. Related people said that NFC juice has the opportunity to bend over the car, become the juice category in the head sub-category. And how to make it from the small crowd to the public, the need for each brand in the product side, the dissemination side, the channel side of the joint effort.
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