From 0 sugar to 0 preservatives, why is the vitality forest biased towards "Tiger Mountain"?

【Tide Business Review/Original】

"One can of orange soda, half a can of preservatives." In the past, people talked about the "color change" of preservatives, but now they are used to it because there are fewer 0 preservatives on the market to choose from.

Therefore, even if you know that long -term consumption or excessive consumption of chemical synthetic preservatives is harmful to the body -such as the most commonly used benzoate in drinks, although within the scope of preservatives allowed by the state, long -term consumption will increase liver burden and affect bone development - - Consumers can only choose to accept.

In this context, in July, the vitality forest convened a communication meeting, and for the first time disclosed the upcoming cola flavoring water, the internal project code was YYDS. "Cola" started.

According to the vitality forest, the cola flavon water of the vitality forest removed the phosphoric acid in the traditional cola in the ingredient table, and replaced the artificial caffeine in the traditional cola with Paraguay tea extract. At the same time, as sparkling water, Coke flavoring water water no longer adds chemical preservatives such as sodium benzoate and potassium pear acid.

The news gave the public a signal. It turned out that 0 preservatives could not be done, but most companies were unwilling to do it. After all, for beverage companies, it is not a cost -effective "buying and selling" to make 0 preservatives.

01 The business world always benefits?

Proclaimed is a tool for food and beverages to race with time. Since ancient times, in order to extend the shelf life of food and beverage, it has begun to explore the way of "anticorrosion", such as high -salt marinated, high honey, wine, etc.

It can be said that the history of food anticorrosion is as long as the history of food production. With the advancement of industrial technology, chemical synthetic artificial preservatives were developed.

In China's "Food Additives Use Standards", there are about 30 preservatives that can be used compliant. Among them, sodium benzoate, potassium sorbate, and phosphate are also listed. These three are preservatives in the beverage field.

On the one hand, the food and beverage industry suffers from "preservatives dependence", which has prompted the market size of the preservative market to rise year after year. Data show that from 2015 to 2019, the average annual growth rate of sodium benzoate markets was 5.5%, the growth rate of growth in 2020-2025 will drop to about 3.8%, and the market size will reach 1.45 billion yuan in 2025.

Figure/Pexels

On the other hand, the phenomenon of "rollover" of beverage companies because of improper use of preservatives. In October last year, the Heilongjiang Demolgvas fermented drink was checked. In order to extend the shelf life, the country was imposed on violations of regulations.

In fact, although the country's regulations can be used, the international security has always been controversial. The European Community Children's Protection Group believes that sodium benzoate is "not suitable for children's food", and Japan has also strictly restricted it.

Even so, the two international giant drink companies still insist on using chemical synthetic preservatives, such as the zero sugar -free cola and sugar -free Sprite of Coca -Cola, which have added sodium benzoate as preservatives. Two preservatives, sodium benzoate and potassium sorbate.

The reason, from the perspective of the tide, is first of all, the strong market share of the two major international giants makes it fearless.

According to data from the Foresight Industry Research Institute, Coca -Cola's market share in the domestic carbonated beverage in 2019 is as high as 59.5%and Pepsi is 32.7%. In other words, by 2020, two cola occupies more than 90 % of the domestic carbonated beverage market.

Under the erosion of the two major foreign brands, the drinks that domestic consumers can choose are basically out of these two.

Secondly, the use of chemical synthetic preservatives is low in cost and in line with the principle of commercial interests. If you want to achieve 0 preservatives, you need to pay expensive costs and time costs.

Taking the vitality forest as an example, in order to achieve 0 preservatives, the vitality forest has built factories in 5 places including Luzhou, Zhaoqing, Guangdong, Tianjin Xiqing, Hubei Xianning, and Dujiangyan, Sichuan. At the same time, fully automatic sterile production technology is introduced to achieve the whole process of material liquid, packaging, and environment. These production lines allow the product's microbial control level to meet the high standard of the industry -LOG6 level. In other words, the probability of being affected by microorganisms per million bottles of beverages is not higher than one bottle.

Picture/network

According to tidal understanding, the current sterile carbonated production line is less than 30 globally. At present, there are nearly 10 intelligent sterile carbonic acid production lines built by the vitality forest, with about 4-5 other domestic brands, and about 6-7 foreign investment in abroad, mostly in France and Japan.

As for the "two music" brand, it is a small cost to re -open the new factory production line. The giants understand the truth that the tail is not big.

Data show that the vitality forest light is to promote the establishment of five factories established by 0 preservatives, with a total investment of 5.5 billion yuan. As the scale increases, the cost of investment will be larger. 5.5 billion may not be much for the giant brand, but for a new child like the vitality forest, 5.5 billion exceeds its revenue of more than 50%.

From this point of view, making money seems to be more like a thing for this business company, just like Apple to Jobs, Tesla to Musk, and Xiaomi to Lei Jun. Their motivation is not to make money, but because of their interest in industry upgrades and the pursuit of extreme products. So they made the product to the extreme, and they naturally benefited. Consumers are no longer the Bulin people in Le Pen. They understand what they need and know why they pay for it.

02 0 preservatives are the advantage and trend

The commercial market has always circulated such a saying, "Three -class enterprises meet demand, second -rate enterprises track demand, and first -class enterprises create needs." In fact, in today's consumer market, this statement may be a little outdated.

Because compared with the past, young consumers are too clear about what they want, but they are suffering from the market and cannot make good products to meet their needs.

For example, in terms of sugar control, as early as 0 sugar drinks swept through the country, many consumers hope to drink drinks with less sugar content; and before the "staying up late water" listing, consumers started to "bleach wolfberry". Punk Health Bureau; for example, before proposing 0 preservative drinks, consumers want to drink drinks that do not add or add less preservatives.

In the hot summer, when the drinking scene of beverage is becoming more and more frequent, consumers are also increasingly paying attention to health and pursuit of natural green drinks.

Figure/Pexels

In fact, more and more "ingredients" emerged in the market early. They pay more attention to the ingredients table and have expectations for high -quality products.

This is why domestic beverage brands are willing to invest in high -cost upgrade factories and produce 0 preservative beverage products. It is based on the judgment of these domestic brands on the future market, and it is also based on insights on consumer demand.

In addition to newcomers in the industry, some old -fashioned companies Nongfu Spring currently use some production lines. Domestic beverage giants such as Mengniu, Jinmailang, and Unified Industry are also buying related sterile carbonate equipment, which is expected to be put into use in the second half of the year.

From 0 sugar to 0 preservatives, from the perspective of the "two music" giants, the sterile layout of a heavy gold layout may be a matter of violation of the principles of commercial interests. But is it just "expensive" and "difficult" consumers need it? On the contrary, for consumers, through the industry's upgrading and innovation, the popularity of 0 preservatives is Belly and has no harm. For the beverage industry, it may be another key competition point after 0 sugar.

In this game, foreign brands follow or do not follow, maybe it is too late, because the domestic brand brand is obviously at the forefront.

03 "New Supply" philosophy of vitality forest?

Zong Qinghou, the founder of Wahaha, once said: The beverage industry is not out of date, and it will always be the rising industry. However, the beverage industry has always been "inside."

Looking back on the development process of years, domestic beverage brands have been in the market share of the "two music" difficult to survive.

According to reports, in the 1990s, China's 7 major soda factories signed a joint venture agreement with Coca -Cola and Pepsi to adhere to the attitude of learning advanced management and technology from industry leaders. "Two Le seven Army" in the history of beverage.

I thought that the market would always be the same, and everyone accepted the status quo, but the vitality forest was torn out in the soft drink market that was as steady as rock, and it also made many domestic brand brands see the hope of rise.

The domestic brand brand has begun to make changes, trying to declare "sovereignty" in the Chinese market, rather than the fate of being arranged by foreign brands as negatively as in the past. For example, the new bottle of beverages of the Han Er Factory, and the old -fashioned northern Ocean soda began to start again.

Figure/Vitality Forest Officer Micro

Nowadays, the "ingredients revolution" is set off again. After consumers have gradually developed the habit of paying attention to the ingredients table and nutritional component tables, it may lead the wave of 0 preservatives. The new and old ethnic companies represented by the vitality forest and Nongfu Spring began to shake the status of "two music", and gradually changed the wind direction of being led by foreign brands with their noses.

All this can also be attributed to the "new supply" philosophy behind the attack.

The essence of supply, or survival, competitiveness, and development, is to continuously establish barriers. New supply can be defined as due to the emergence of new technologies, new materials, new products, new formats, and new business models, forming new business value. Created new demand and formed the supply of new markets.

P & G veterans have publicly stated to the vitality forest that you are catfish. Very helpful. Some investors have commented that the essence of the vitality forest is beverage incubator. It does do some things that are worthy of reflection in the consumer goods industry, such as efficient product iterations, constantly cut into new categories, siege.

However, at the beginning of this year, the growing vitality forest also first expressed the change of "from fast to stability", emphasizing that it only focuses on creating its own products, and does not pay much attention to competitive results and short -term expectations. The soft drink market has reached the second half. Among the controversy in the outside world, the vitality forest insists on its own ingredients on the product; on the other hand, the opponent it faces is Giant.

As the industry said, the war of consumer goods is fighting in products and supply chains, and long -termism. With more stable supply chain, technology accumulation, research and development capabilities, and production technology, companies also seem to have a greater confidence.

In the process of reshaping in the Chinese beverage market, we can see it happily, the supply and demand benign resonance, and the new supply forms a new barrier, and the strong consumption power and the consumption opinions of everyone have continued to impact the supply, helping the industry spiral spiralThe rise of the formula is continuously injecting vitality for the high -quality development of the entire industry.Business is like this.

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