果醋饮料,如何成为中国的可乐（Fruit vinegar beverage, how to become China´s coke）

果醋饮料,如何成为中国的可乐（Fruit vinegar beverage, how to become China´s coke） 果醋饮料,如何成为中国的可乐(Fruit vinegar beverage, how to become China's coke) In 1886, the United States of Atlanta City pharmacist John Peng? Dr. Burton invented by Coca-Cola, who also didn't expect, this ordinary products will become the world's most popular drink today. In 1997, Ms. Xu Muxia China Shenyang led the researchers, after thousands of tests, and finally created a "wonderful" - Apple Cider Vinegar liquid beverage. Through hundreds of years, across two continents, different opportunities, Rendingshengtian, that same memorable moments, there seems to be some intrinsic relation: vinegar beverage can like cola, popular in the country, and to every corner of the world, become the Chinese beverage's contribution to the world? To be a sparks of fire if you don't have the law of things development, the reality is always laughed at the ideal. Vinegar beverage "amazing" available at the beginning, is known as following the carbonated drinks, tea drinks, juice drinks water, drinks and functional drinks after the "sixth generation gold drinks", however Shinianshengju, to 2008, the whole industry sales volume is only 600 million yuan, nearly thousands of large and small fruit vinegar production enterprises, but without a strong brand, sales of over ten million are numbered, Guangdong only one world sales of one hundred million yuan, and its vinegar drinks, Apple Cider Vinegar launched and soon. Fruit vinegar beverages such as dwarf like growth, and was known as the "gas industry", "praised, even referred to as" a pool of stagnant water, in foreign countries, it is also rising edge of the survival of the sketch class. Here to clarify a concept. The fruit vinegar and fruit vinegar factory experts often tell us that the vinegar beverage to meet the consumption concept of green and healthy people in modern city, and meet the demand of the health and beauty of female friends, so in Europe Japan and other developed countries has long been generally accepted by consumers, the market is very mature, only North American output amounted to Apple Cider Vinegar 260 million liters, but the data show that the current China vinegar (including traditional vinegar, vinegar and fruit vinegar) annual per capita consumer amount is only 0.19 kg, Japan 1/9, American 1/7, and less fruit vinegar. In fact, if it is not intended by the "exotic" in the name of the flickering populace, is confusing the concept of the fruit vinegar. Europe's high yield vinegar does not leave, but as China is to cover vinegar, rice, sorghum, wheat bran, corn vinegar, western countries tend to apples, grapes or Wine to vinegar (such as the Italy legislation, "vinegar" refers to Wine obtained through the acetic acid fermentation products), in Japan also accounted for 30% of vinegar. This is the use of raw materials on the differences, the essence is still the vinegar as a condiment, and we say vinegar beverage belong to different categories, like if you put vinegar and vinegar beverage confused, not let people feel very absurd? In fact, vinegar beverage is authentic Chinese specialty. Xu Muxia in 1996 to study in Europe is found in the Western vinegar vinegar, although popular, but is still confined to the kitchen condiment, decided to produce a tasty beverage, which is today's Shenyang Mckinley vinegar. It has caused in the Asian Conference on nutrition sensation, was identified as the "functional food promotion focuses on the development of the Asia Pacific region in twenty-first Century", And exported to the United States, Canada, South Korea and other countries. Smug Xu Muxia said in 2001 after five years to achieve sales of 500 million yuan. The actual? To achieve this goal today 1/10 on the good, and Mckinley's overseas market has been shrinking. "Vinegar Queen" situation, reflects the fruit industry of the "paradox": on the one hand, many small and medium-sized enterprises in this industry "survival is no problem, the key is to develop the" grassroots "survival" essentially reveals the intrinsic product tremendous market potential; on the other hand, share in the domestic fruit vinegar beverage outside the beverage market is very low, over the years when there is a climax, but always can not enter the mainstream of rapid cooling. So, what is the reason, which is difficult to break the bottleneck of the development of fruit vinegar beverage? Category innovation "goods" can not be denied, the lack of a unified industry standard, product quality is uneven in quality, fish, caused considerable distress to the healthy development of fruit industry. The real fruit vinegar is made of juice after two times of fermentation (alcohol fermentation and acetic acid fermentation) and time, generally require 3 to 6 months. At present, many enterprises in order to shorten the production time, with fruit juice plus vinegar blending vinegar posing as fermentation vinegar, lack of unique flavor. The fool product has the advantages of simple process, low cost, high profit and high corkage fee as the means of competition in the market, but the popularity of the regular manufacturers of products difficult. To this end, the National Food Industry Standardization Technical Committee sub committee responsible for the "drink vinegar beverage" national standard draft released on October 2008, to standardize the vinegar industry, accelerate the industry reshuffle. It is clearly stated, shall be made of vinegar beverage made from fermented vinegar, the product name should be "fermentation", "fruit" and "vinegar" is composed of three parts, such as: Apple or Apple Juice as the main raw material made of fermented vinegar beverage should be named as "Apple Cider Vinegar fermented beverage". - it can be expected that a unified standard at present vinegar industry leading world one day will be more sad, its flagship drink vinegar vinegar will be obsolete, the opponent attacks for non standard, not authentic. Undoubtedly, the standard establishment is beneficial to protect and improve the quality of market products processing, but the fruit industry will break the spell, win the favor of consumers? We hope that. Because the "vinegar" is the name of this category, hinder consumer acceptance of vinegar beverage, arch-criminal fruit industry development! From the consumer's mind, "vinegar" this word first trigger is inherent cognitive "vinegar" in the brain, and vinegar except as seasoning is needed, the strong the sour stimulus gives people the feeling is not good, "jealous" usually is regarded as a derogatory term, put vinegar into drinks will make the first contact a novelty, but can not change the negative associations people on vinegar. Can not be ignored is that the current beverage category differentiation, consumers of new products for a major innovation has not had much interest in trying. Therefore, this kind of "vinegar" unconscious rejection let the majority of consumers and on the shelves of vinegar products at a glance, The lack of sufficient power to pick it up carefully look, even look at, face the more general drinks for a high price, the desire to buy is very weak. What is worse, after the people who are interested in tasting the taste of vinegar, will ever know together, "Oh, I know, there is a smell of vinegar, repeat purchase frequency is low. Bad name is fatal, vinegar beverage inevitably turned into "the goods" situation - just as the shelf ornament, simply exist, no other meaning in the minds of consumers. The so-called "war defeat first and then win", wasting a lot of marketing From EMKT.com.cn resources, is often the root of the problem is not found in conventional methods for action. The category of goods, the number of fruit vinegar production enterprises in the mainstream Apple Cider Vinegar is not ready, in an attempt to launch a new product category to attract the attention of consumers, so the grape vinegar, pear vinegar, jujube vinegar, Hawthorn Vinegar, Sang Shencu, Chinese wolfberry vinegar, sea buckthorn vinegar, strawberry vinegar...... These innovations also fall into the "goods" of the cycle, no impact on the market, which makes the enterprises scattered. In fact, go Super channels are dismal sales of fruit vinegar beverage. Although Huiyuan at the end of 2007 and put up a pageantry to enter the industry, launched the "Huiyuan juice vinegar", and asked Zhu Shimao, Chen Peisi endorsement, but the "juice vinegar" category name even worse, people mistakenly thought it was juice vinegar fusion products, destined to never make it. The fruit vinegar beverage sales are mainly in the food channel, rely on "public consumption" and "corkage fee" for human survival and promotion, as a selection table of milk, fruit juice, cola, soda and other beverages, always difficult to get rid of the role of sketch. The fruit vinegar category name problems, many marketing questions, some people also proposed to "drink vinegar" or "vinegar" as a category name, with "maximum" vinegar seasoning apart, this is a kind of drink to inform consumers. In contrast, marketing expert Dzhambuk's viewpoint to the nature, he thinks, vinegar can not enjoy the good treatment of consumers, is the word "vinegar" blame ", not because of a" vinegar ", or juice brewing beverage category". But Dzhambuk put forward the "aha" to rename the vinegar beverage not good. Most people love is not acid taste, acid can not generally be a flavor, with sweet or spicy flavor can lead people to form a composite with better conditioned reflex. At the same time, the word "fruit" is too general, as the first word category name, the lower the overall impression, to stimulate the enthusiasm of consumers to try is not easy. Therefore, in order to make vinegar beverage out of the edge, goods of the situation, the most important and the priority is to re create a category name, the category name cannot with "vinegar", also should not take the word "fruit". The question is, how can we find such a right word? Focusing properties of heaven and earth A? Don't think about it! The color of amber fruit vinegar beverage, rich in amino acids and organic acids, has various health care functions, Such as beauty, slimming, oily solution, enhance the digestive function, protecting liver, hangover sterilization antivirus, prevent aging, eliminate fatigue, soften blood vessels, prevention and treatment of hypertension, cancer, keep the skin smooth and moist. So many features, the positioning of the vinegar drink problem is abnormal, vinegar, health drinks, functional beverages, nutrition drinks, popular beverage, fashion drinks or other drinks? Marketing people are unable to agree on which is right enterprise loss. As some experts believe that at the beginning of the demands of vinegar hangover quickly open the market function is extremely sharp, some experts think that vinegar drink in hangover is "totally wrong", target consumer positioning vinegar drinks the most accurate should be "middle-aged women". Needless to say, the positioning is an important factor affecting the development of vinegar drink. Many people have this knowledge, but the intent to single attribute to the entire fruit vinegar beverage, apparently have lost precious fruit vinegar and natural value functions, it is not difficult to understand why the enterprise planning advice for those people to listen. But sometimes blindly, selling demands too much, and what kind of function of vinegar beverage are difficult to support. Love is simple, clear mind, disgust complex and confusing, this is the fundamental reason why always in the long-range expert brand competition than the generalist. How do you choose for these functions, can not bury vinegar "a born beauty", its unique pharmacological effects to play the greatest potential, won the biggest market? Differentiation is the largest power! Differentiation of natural evolution, history is the source of promoting the development of the business world. A computer is just beginning today we have computers, mainframes, minicomputers, mini desktops, laptops, palmtop computer...... But the software and hardware are separated. If we put vinegar than for a tree, then the differentiation that makes it grow a few branches stout branches, and each branch has focused on a powerful attribute. What is the property? An attribute is a word, is the driving reason for consumers to buy. Seize category without property, and will not win the special advantage, category growth remains slow. Because consumers want to fix the demand, but the category is to provide a carrier solution to it. If only is positioned to become the Wong Lo Kat herbal tea, and no "attribute anti lit, herbal tea will not like this popular, in other words, the majority of customers do not buy tea, but" anti lit". Since the United States strategy and marketing guru Rees Jack and Al?? since Trout founded the brand positioning theory, creating a "-- the only proper course to take you to become the first of the new class" has been widely accepted in general, not only many Chinese people to "strategic planning category" as advertised, even Kotler put forward the "level of marketing", advocated in order to open up a new category to jump out of the traditional market segmentation box. However, the attributes of the neglect, make the most of the lack of innovation in the consumer category of life meaning, become empty "goods" concept. For example, one world vinegar beverage launched for more than 10 years, but did not make any one attribute rooted in the mind of consumers, just say "don't drink drink one world", For what? While focusing on "attribute Wanglaoji anti lit" of the publicity, five or six years, 100 times the sales reached number one in the world! To explore the minds of consumers, it can be found that the property is the essence of category, is the consumer attribute of attention to promote category differentiation, resulting in a new "species". In general, brand focusing first and then became the representative of the category attribute. Such as "safe" the achievements of Volvo, BMW is "driving machine", "moth" think of Colgate, filed Yunnan Baiyao toothpaste "success is not beyond all expectations" planning company said the "Almighty", but with the "stop" Baiyao originally have the property of light...... It is clear that it should become the vinegar beverage multiple categories according to the property of differentiation (sub category), each category focuses on an attribute, the attribute by emphasizing the important and clear the independent identity in the minds of consumers. This makes the traditional thinking for confined location becomes very unnecessary, click into place development world vinegar beverage. Next, according to the attribute category named "kick the fruit", "vinegar" word becomes too easy. Of course, the new category name did not change the main material for fermented vinegar beverage as a fact, but, we should abandon the concept of fuzzy vinegar ". As mentioned earlier, this word is the original meaning of vinegar, if the drinks must be called "vinegar", now we simplified called "vinegar" seems to have no problem, but when I grow up in the fruit vinegar brewing time (such as the Haitian, etc. Hengshun condiment enterprises launched apple vinegar vinegar) broadly speaking, the "vinegar" need to figure out is as a condiment vinegar? Or to the vinegar beverage? It's tiring, divided into new category to avoid the "sixth generation of gold drinks" the future may face the embarrassment. In fact, some supermarkets put vinegar before seasoning is really beside! His misunderstanding to differentiate thinking out of the package revolution positioning, focusing different attributes to the development of multi category, this strategy is not only suitable for fruit vinegar beverage, is also applicable to other health food with multiple functions. But this is only the "Long March", decided to achieve victory in the end point, to a series of activities to reflect the essence of strategy. This is Michael? Potter says "the strategic fit": a series of unique activities to form the value of combination of the one and only. Fit around the core attributes to start. A product has properties in many aspects, the most important task is to choose the most deeplymoving attributes. Due to the multiple attribute often "you can't have it both ways, with seesaw effect, when you make a will at the expense of other aspects of the cost, so would prefer a strong attributes, rather than multiple attributes are very weak. This advantage is the USP attribute category (unique selling proposition), focusing on the concept of the transmission becomes concise, can make the products quickly implanted in the minds of consumers. At present, the vinegar beverage manufacturers on how to introduce the product is really a headache, even the clerk did not know to say what is good, the tune of the wind, each pulling each set of channels is eighteen, like Wu Yi Gexianshentong, as long as they can sell, love Zha Zha said that so, No wonder sow the seeds of tree fruit vinegar beverage has grown into the bushes. In order to make the category focus more sharp, but also focus on creating a variety, choose a category and attribute the most compatible fruit vinegar brewing. If the relationship decided to focus on the functions and varieties of fruit is not close, you should only do the market has become the mainstream of the Apple Cider Vinegar, don't put the limited power consumption in other varieties of fruit vinegar. Now most fruit vinegar beverage based on the brand with "hangover" positioning, Apple Cider Vinegar enough support. Apple area widely planted in the world, second only to yield grapes, bananas, citrus ranks fourth in China, apple is the highest yield of apple fruit, carry out deep processing, the development of fruit industry in China is bigger, and to become a major category, sufficient raw materials and guarantee ability is very important, do a single Apple Cider Vinegar is less a lot of unnecessary complexity. As before the Kam is wine category, it has a dominant Wine varieties, and other varieties of wine has no climate. The secret of the shape of the powerful positioning is simple, simple, simple. To make a difference in the vinegar beverage industry, you must have the will to simplify the price and packing, do a simple items. At present, the price of vinegar is very confusing, from a few dollars, ten dollars to tens of dollars are packaging glass bottles, cans, roof, PET, FeiShou capacity is also not the same height, make it difficult for consumers to form the overall impression of this category, is a rare drink consumers interested in vinegar also, feel confused when facing the choice. Please see in Guangzhou a large supermarket shelves, 200ml bottle PET bottle 330ml price 4.8 yuan, 2.9 yuan, 2.5 yuan 308ml cans, 500ml roof package 3.8 yuan, 500ml glass bottles of two brands, respectively 8.8 yuan, 9.9 yuan 650ml, 16.5 yuan and 25 yuan of glass bottles 750ml glass, 368ml glass bottle bottle 23.8 yuan, 9.5 yuan, which one to choose? Uh...... Forget it! Look at Wang Laoji, years of focus red cans of an item, but also "boxed and later". But to many manufacturers have formed such a consensus is clearly impossible, so the best way is to disturb this self disorderly competition environment away. Nature in favor of "extreme" brand is the same, or do high-end, or at a low price to a separate standard not only with these intentions, waver in determination of motley crew pulled away, to see if you have no guts. Wait a minute! Is the courage doer's most important quality, but before a decision is the most important settles, don't rush into battle. This is the brand name of marketing "Dantian", the positioning of the soul". Your manner insufficient, people will be weak limbs. The brand name is not good, you have to eat "tonic", with a large number of marketing investment to make up for, is not necessarily effective. The best brand name, is to express the category, such as "Mengniu" sounds like good milk. A combination of good brand name and good product name, the differentiation occurs naturally in the minds of consumers, brand and category of strategic operation become an independent school, is redoubled, the market can not grow fast? A good name is often inspired by a sudden inspiration, and is not, in cudgel thinking in the "walk the Zuowobuli" still falls. Many people tend to think that they can't think of a better name, so pick up a began to think about it as money, these mediocre names are difficult to bear the burden of the revitalization of the category: "Mckinley" know nothing, "one world" (like a second rate of health care products many "court No. one" and "one health" to follow the trend of "one" is not in the "original"), is a common name, "Joe" and modern drinks "apricot source" is the misfits, apricot fruit wine? "Far from the village", "green Jie", "purple morning" and "," Miaoyu Uygur fine thinks ""...... No individual name is a common feature of many goods products. There is no lack of good products, is the lack of orientation, focus and fit. Coca-Cola in the long history of exploration has formed its overlord of the road, has become a symbol of American culture, fierce competition today, must consciously use called "positioning marketing Marx doctrine" theory, to seize a favorable position in the consumer mind. We believe that Chinese enterprise must have "Wang Zhexing", the advanced theory and Chinese market practice, fully release the potential of vinegar drinks, and even China national mental resources, or is not far from the time! (the author Hou Defu D, with "de"), Terry studio founder. "New marketing" invited researcher, wrote the first book of global positioning as the culmination of "Rethinking" positioning ". Welcome to the beverage marketing group: 78993938, to communicate with the author.