Differentiation -- the way to win the brand of tea beverage（差异化,茶饮料品牌的致胜之道）.docVIP

Differentiation -- the way to win the brand of tea beverage（差异化,茶饮料品牌的致胜之道） Differentiation -- the way to win the brand of tea beverage I drink tea and the rapid growth of market competition is becoming increasingly fierce, showed a tendency to centralize, the tea beverage industry with low barriers to entry, product homogeneity serious. Enterprises want to survive, must find suitable for growth of space and development environment, create differences, with characteristics to win. This paper introduces the present situation of Chinese tea beverage market to start, and then analyze the competitive situation and try to find out the marketing opportunities, provide ideas for new product development of small and medium-sized beverage enterprises. I drink tea, began to focus on the rapid growth of market On the whole, tea beverage from mainland China began to grow in 1999. First of all, tea beverage is growing rapidly. With the improvement of living standard and the change of consumption concept, the beverage has changed from the former life luxury to the daily necessities. AC Nielsen survey shows that in recent years, Chinas tea beverage market development rate of more than 300%, in 1997 only about 200 thousand tons, in 1999 has reached 800 thousand tons, and in 2000 the annual output is as high as 1 million 850 thousand tons. Tea beverage has become the third largest beverage after carbonic acid beverage, and its rise is swift and violent. If I drink tea consumption per capita reached US consumption per capita (6.6 gallons) of 1/10, its consumption can reach 3 million tons. Secondly, some data show that the industry concentration of Chinas tea beverage industry is continuously improving. According to the statistics of the National Seminar on the development of tea beverages, up until the end of May 2001, xurisheng, unity, Kangshifu, Wahaha, robust and so on, Suntory brand has occupy more than 90% market share. The tea beverage market is dominated by disputes and fierce