Why can the hottest bottled water become popular

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Why can bottled water become popular?

people have a state of mind of turning a blind eye to the indispensable drinking water in daily life, because although it is indispensable every day, you can't afford to spend a few cents on a pot of water, and its large size is called "cool and white". If someone spends a few yuan to buy a bottle of water, it only reminds people of desert areas or areas with extremely scarce water sources. However, the times have changed rapidly. After the opening up, Chinese people have quickly accepted some dietary fashions in western developed countries. It is not surprising that enterprises that produce bottled drinking water with similar functions of "liangbaikai" can easily find their financial resources and make a lot of money in China, a place that advocates frugality and diligence. Bottled water, with mineral water, purified water and distilled water as the core, has emerged as a new force in the soft drink market. According to relevant statistics, in 1999, the output of soft drinks in China reached about 13.5 million tons, of which bottled drinking water accounted for about 20%, becoming the second corps after carbonated drinks

why can bottled water become popular

people's consumption fashion is always formed under certain socio-economic and technological background. It is generally believed that by the 1950s, bottled water was still unknown in the beverage market of western developed countries, accounting for a very low proportion. At that time, when people talked about soft drinks, they mostly thought of the mysterious formula of Coca Cola, carbonated drinks, or artificial non mechanized beverages such as self brewed tea, fruit juice or coffee

pure water, represented by mineral water, came to the stage of history as a commercial beverage, which was the result of many factors. The first is the strong concern about global environmental pollution from the late 1960s to the early 1970s. At that time, after the western society entered the post industrial era, people realized that industrialization brought economic progress and increased pollution at the same time, and the public was worried about the future prospects. Correspondingly, people have questioned whether synthetic chemicals violate natural nature. The pursuit of nature has become a new fashion and has gradually been widely expanded in the field of consumer goods. This is especially true in the food industry, which has a direct impact on human health. The trend of environmentalism, anti food additives, anti synthetic formula and reducing excessive intake of sugar has led to the promotion of pure water as the first choice to directly supplement human moisture. Another factor is the development of science and technology. Mineral water is rich in human trace elements, but it is often regional and small-scale. When the filling technology of beverage enterprises is not mature, the disinfection process is not enough to ensure hygiene, and the packaging containers are not cheap and desirable, mass production cannot be formed. However, the invention of low-cost packaging materials such as PET bottles and the emergence of aseptic packaging technology began to make all this no longer a problem. Transparent, pressure resistant, safe and hygienic packaging has become a magic weapon for market deepening, driving the production and marketing of mineral water and artificially purified water

for consumers, in addition to being implied or advocated in the consumption concepts of environmental protection and nature, bottled water provides another choice of taste: tasteless is tasteful. Medical research has shown that when the human body ingests water, it is easy to have an aversion reaction to the source of taste, so any flavored drink will eventually make people bored, while pure water is more consistent with human body nature. Research shows that when people are exercising or sweating a lot, pure water can relieve thirst more quickly than beverages, and can reach the human tissue that lacks water more quickly. Therefore, it is not difficult for us to understand why the Chinese people with low per capita income and a deep sense of frugality and simplicity have not shown too much resistance to the acceptance of commercialized pure water consumption. According to the statistics of the world beverage industry, after the mid-1980s, the average growth rate of bottled water production was nearly 1 percentage point faster than that of the whole soft drink industry, reaching about 8%; The average growth rate of bottled water in China has also been higher than that of the whole soft drink industry, which has an average annual growth rate of 20% in the past 20 years

views of bottled water consumers

according to the survey of 50000 consumers in 20 large and medium-sized cities across the country by the "China market and media research" (CMMS) of the new generation market monitoring organization, 68.6% of the respondents answered that they had drunk bottled water within a year. In the broad sense of beverages (including ice cream, coffee, carbonated beverages, fruit drinks, tea drinks, milk drinks, etc.), only carbonated beverages and ice cream are listed, ranking third. Among them, mineral water is the most recognized product type of bottled water. 53.8% of the respondents have drunk it within a year, while pure water is only 32.9% and distilled water is 9.7%. It can be seen that people choose bottled water drinks based on "nature" rather than "purity" (in fact, the emphasis on natural trace elements in their products is often the most important selling point)

a further analysis of the consumption of these three bottled water drinks shows that compared with western developed countries, Chinese consumers are mainly light consumers, and the depth of the market remains to be developed. Specifically, it is measured by weekly drinking volume (bottles). In terms of mineral water, only 10% of heavy consumers consume 5 bottles or more per week, 17.6% of medium consumers consume 17 bottles, and 71.2% of light consumers consume 2 bottles or less per week. In contrast, the consumption depth of purified water consumers is close to that of mineral water, while the consumption of distilled water is lower. According to the quantitative standard defined above, the heavy, medium and light consumer structure ratio of purified water consumption is 11.4%, 17.2% and 70.1%, and the elongation at break - the elongation at break of the sample. The heavy, medium and light consumer structure of distilled water consumption is 8.4%, 13.3% and 37.8%. In other words, although nearly 70% of urban consumers have accepted bottled water, more than 70% of those who agree only try it occasionally, which is not in the same breath with the domineering market share and penetration of carbonated beverages in the Chinese market

cmms survey also perspective the characteristics of bottled water consumers from different perspectives. The data shows that from the perspective of income, high-income people are obviously inclined to drink more bottled water. Among the consumers with a personal monthly income of less than 500 yuan, yuan, yuan and more than 2000 yuan, the proportion of drinking water has gradually increased, which are 66.4%, 66.9%, 72.9% and 79.7% respectively. Obviously, the drinking level of high-income people with a monthly income of more than 2000 yuan is much higher than the average level of 68.6%. This distribution law is easy to understand. The packaging cost and transportation cost of bottled water account for a large proportion. Facing this seemingly "not worth it" consumption, lower income people are more willing to find more economical alternatives

the conclusion drawn from the analysis from the perspective of age is somewhat surprising: there is a great difference in the acceptance of bottled water between young people and the elderly: young people at the age of can be called "quasi youth", which is usually considered to be the manufacturer and leader of fashion. The proportion of their drinking bottled water is 83.3%, while the proportion of young people at the age of is slightly lower, which is 82.4%, both of which are significantly higher; But for consumers over the age of 30, the traditional frugal and practical consumption concept of the Chinese people has reappeared -- the proportion of people who drink bottled water at the age of decreased to 68.6%, and only 47.1% at the age of

an important fact reflected here is that the bottled water market is still immature to some extent. As a kind of soft drinks, it should not be a "fashion consumer goods", but suitable for young and old, and the acceptance level should not vary greatly among various groups. In the United States, data show that the proportion of elderly people drinking mineral water is even slightly higher than that of young people. Considering that the frequency of exercise in this part is lower. Other cluster analysis results of CMMS also include that the proportion of highly educated people drinking bottled water is higher than that of low educated people, the proportion of small families is higher than that of large families, and the proportion of non manual workers is higher than that of manual workers. These data results prove the immaturity of this market from other perspectives, indicating that price is still a potential key consideration for people. Who is the leading manufacturer

speaking of soft drink manufacturers, people can easily think of Coca Cola and Pepsi, which have entered the Chinese market in recent years. However, in the field of bottled water, these two giants are basically missing, even with the exception of a small number of 100 meter high residential buildings); In addition to the brands of Sino foreign joint ventures in residential buildings with steel structures, this field is basically dominated by domestic famous brands

cmms data shows that the market concentration of China's bottled water market has reached a fairly high level, and four companies have a market penetration rate of more than 10%. Among them, "robust" ranked first with 27.5%, followed by "Wahaha" with 23.6%, and the rest of "Nongfu mountain spring", "Master Kang" and "Yibao" reached 20.6%, 5.3% and 5.7% respectively on April 19. In addition, some brands dominate all over the country and are also very powerful. For example, in Guangzhou, in addition to "Yibao", Watsons "," robust "," Grand Canyon "and" Nongfu mountain spring "follow closely, and" Watsons "and" Grand Canyon "are both famous local brands in the South; The foreign-funded enterprise brand "huoteman" is popular in Shanghai and Wuhan. In general, due to the relatively low entry threshold in this field, the industry reflects the characteristics that large enterprises are far ahead and small enterprise brands are also full of vitality

it is worth noting that due to the influence of culture and eating habits, the market capacity of mineral water is different in different countries. From the perspective of carbonated beverages, fruit juice beverages, bottled water, tea and other new products, the top 10 countries in terms of soft drink sales in 1996. The proportion of bottled water (mainly mineral water) consumed by residents in continental European countries such as Italy, France and Germany in soft drinks is as high as 48.9%, 45.5% and 41.4%, while the proportion of mineral water consumption in soft drinks in the United States, Japan, Brazil, Mexico and Canada is only 7.4%, 3.0%, 6.9%, 3.3% and 12.3% respectively. (however, the proportion of mineral water consumption in soft drinks in these countries shows signs of increasing in recent years). As mentioned above, these markets are obviously relatively mature. Taking the United States as an example, the proportion of people who drink mineral water is not high but relatively fixed, and they are basically heavy and medium consumers. In contrast, the proportion of mineral water in soft drink consumption in the Chinese market has risen rapidly, for example, it was about 15% in 1996 and 20% in 1999. Moreover, due to the large population base, the production advantage of beverage giants entering the Chinese market is not as obvious as that of carbonated beverages, which leaves a lot of room for the development of domestic brand enterprises

from another perspective, domestic brands occupy the leading position in China's bottled water market, which is also the result of their considerable development in beverage technology, equipment and packaging. From the perspective of some leading brands at present, they generally adopt filling and sealing machinery and PET bottle packaging that are synchronized with the international technology level, and the disinfection process is also more perfect. In the early 1990s, the qualified rate of mineral water was less than 30%, and by 1997 it had reached 78.2%. At present, the qualified rate of large and medium-sized enterprises is close to 100%. In 1998, China's mineral water export earned US $310million, an increase of 16.7% over 1997, showing strong competitive strength

prospects of both opportunities and challenges

compared with other categories of the soft drink market, bottled water products are more dependent on water sources and do not need complex

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