功能飲料消費(fèi)市場(chǎng)狀況分析(英文).ppt

Situation DevelopmenttrendofChineseenergybeverage Definition InChina Energybeverageisspecifyasbeverageaddingtheacertainofenergycompositions orfunctionalfoodadditive Itcouldnotonlyallaydrinkers thirstbutalsohasacertainfunctinalforhealthcareorresistthedisease Energybeveragewasbecamingasakindoffashionnow FirstChapter Thepresentsituationofenergybeverageindustryinourcountry 1 Thebrand presentdeveopmentofenergybeverageindurstry2 Marketsale3 Presentsituationofenergybeverageconsumptionindustry 1 Thebrand presentdeveopmentofenergybeverageindurstry Throughtthe20yearsdevelopment energybeveragehasgotahugemarketinourcountry producttypeisincreasinglikebrandredbull Mizone vitaminwaterect Energydrinkcoudadjustthehumanbodyinacertainrange itcontainsmanyhealthcarefunctionofthirst quenching balanceorganismfunction enhanceimmunityect Nowvariouskindsofbeveragehasbecomedailyneedsamongtheyoungperson andenergybeverageismorepopular Inrecentyears thetypeofenergybeverageisincreasingeveryyearinChina Marketcompetitionismoreactiveandprosperous Theoverallgrowthrateofenergybeverageis29 in2008 2011growthratereachto34 Energybeverageisgrowthingrapidinourcountry typeincreasecontinuously categoryfurtherplenty itprsentahighgrowthstage In2012 ourcountryChinawillbecomethelargestcountryforworld sbeverageconsumption amongthemenergybeverageistheonewhichwithbigpotential 2 Marketsale 2010 Ourcountryenergybeveragemarketscaleupto8 8billionRMB Attheendof2011 marketscaleisnearto10billonRMB Inthefirstquarterof2012 ourcountryenergybeveragemarketscaleis5billonRMB Itisexpectedtoexceed12billonRMBthroughtheallyearof2012 Thecapabilityof2012isupto2 8milliontons 2016 thecapabilitywillbeyondof4milliontons 3 Presentsituationofenergybeverageconsumptionindustry Comparewithdevelopedcountries theaverageconsumptionofenergybeverageisonly0 5kgseachyearinChina It sfarfromworld saveragelevel7kgs SoChineseenergybeveragemarketistremendous SecondCapital ConsumptionMarketanalysisofChineseenergybeverage 1 Consumptionmarketanalysisofenergybeverage2 Developmentprospectsofenergydrinks 1 Consumptionmarketanalysisofenergybeverage UsingtherandomsampleInvestigationwithmanyphase instudyof3212personwhobetween18 60yearsandseparatelylocatedintencityofBeijing Shanghai Guangzhou Wuhan Chengdu Shenyang Xi an Dalian Jinan Xiamenaboutenergybeverageacquaintace drinkingrateofeachcity purchasereasonandotheraspect 1 Consumptionmarketanalysisofenergybeverage AverageconsumptionTheacquaintanceofenergydrinkDrinkingrateofenergydrinksPurchasereasonforenergydrinkDiagram Averageconsumption Nowtheaverageconsumptionofenergybeverageisonly0 5kgseachyearinChina It sfarfromworld saveragelevel7kgs energybeveragehaveagoodpotentialmarketinChina Also ChinesepercapitaGDPhasexceeded1000usdollars purchasingabilityofcustomerhaveincreasedgreatly Theacquaintanceofenergydrink Citydwellers acquaintanceofenergydrinkisgeneralonthelowside Accordingtothesurvey citydwellersfromdifferentcityhavegreatdifferentacquaintance Toenergydrinks Beijingresidents acquaintanceisinthehighestlevelwith85 Jinan Shanghai Wuhanresidents acquaintancelevelislower About44 residentsdon tknowtheenergydrinks remarks residentsrefertoconsumerswhobuysoftdrinksontheirowninitiative Althoughitseemsenergydrinksadvertisementemergesinanendlessstream manynewproductsappear butconsumer acquaintanceisnotenough Lessofawarenessisanimportantfactorthatinfluencesthedevelopmentofenergydrinks Howtoguideconsumersknowmoreaboutenergydrinks improvetheacceptabilityofenergydrinksmarket thisisoneoftheproblemsthatneedurgentsolution Drinkingrateofenergydrinks GreatdifferencebetweenBeijingandChengdu Accordingtothesurvey energydrinksismorepopularinBeijing inthemonthofJune July August 80 5 ofrespondentshavedrunktheenergydrinks higherthanothercity Wuhanisthesecondwith45 5 theaveragerateofothercityisabout44 whichShowtremendousdevelopmentpotential ButthesituationofChengduisnotasgoodasothers only19 9 obviouslylowerthanothercity Purchasereasonforenergydrink QuenchingthirsThemainaimforconsumeristoquenchtheirthirstwhentheypurchaseenergydrinks whichilluminatetheconsumerknowlitteraboutenergydrinks Firstlytheconsumeronlyconsumetheenergydrinksascommonbeverage atsametimeitalsoconsistencewiththeirpurchasebehavior Thebeverageisakindofimmediateconsumptionproducts mostofthepeoplebuythebeveragewhentheyarethirsty thisisakindofsenseconsumption Becauseofitsspecificfunction andconvenientandfun Comparetolacticacidbeverage fruitandvegetablejuices carbonatedsoftdrinks waterandteadrinksandotherbeverages Althoughthepursedinvalueofenergydrinksuniquefunctionisoneuponothers ithasn tformsignificantcharacteristics Differentcityconsumerhasdifferentpurposewhentheydrinkenergydrinks consumersinShanghai Wuhan Chengdu Shenyang Jinanpursuethenutrition Guangzhou Xi anandXiamenconsumerspaymoreattentiontoitsuniquefunction BeijingandDalianconsumersconcernboththeconvenientanduniquefunction Chengdnconsumersarelackofawarenessofenergydrink Diagram Theconsumer agedistributionTheconsumer occupationdistributionTheconsumer brandawarenessTheinvestigationofconsumer preferenceTheconsumer pricesensitivityTheeffectedfactorofconsumerpurchaseTheinvestigationofchannelsforconsumerstobuythebeverage Theconsumer agedistribution Theconsumer occupationdistribution Theconsumer brandawareness Theconsumer brandawareness Theinvestigationofconsumer preference Theinvestigationofconsumer preference Theinvestigationofconsumer preference Theconsumer pricesensitivity Theeffectedfactorofconsumerpurchase Theinvestigationofchannelsforconsumerstobuythebeverage 2 Developmentprospectsofenergydrink AnalysisondevelopmentprospectofChineseenergydrink Comparewiththedevelopedcountry theaverageconsumptionofenergydrinksisonly0 5kgsperyearinChina it sfarfromworld saveragelevel7kgs thereisahugespaceforthedevelopmentofenergydrinks Thought20years rapiddevelopment howeverdomesticenergydrinksmarketisstillininitialstage notperfect Atpresent Chinaenergydrinksmarketisinaccelerationstage Therearetwoindexes oneisincreasedproduct whethersportsdrinks energydrinksorhealthdrink theyallownitsnewproducts havebasicallyformedaseparatecategory haveseparateareainmanysupermarkets anotherisconsumer senhancedcognitiontoenergydrinks Throughtheresearchofconsumer foundthatconsumercanaccepttheconceptionofenergydrinksandsportsdrinks cangenerallytellthedifferentfunctionbetweendifferentdrinks Soithasformedasolidconsumptionbase AnalysisondevelopmentprospectofChineseenergydrink