5 yuan for the vitality forest with the death of the mine

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Author 丨 Gu Fu

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"Huawei is a mobile phone, Jobs is also a mobile phone; Ali is an e -commerce, and Amazon also makes e -commerce. Some trading cannot be avoided." For the reason for choosing food and beverage track, Tang Binsen, the founder of the vitality forest Share your thinking.

"Siege around the big sale for a long time, don't lose the main channel business." From the cross -border to food and beverages of the game, choosing the track does not deliberately avoid the vitality forest of the Red Sea. This time, the direction is aimed at the bottled water market.

From the perspective of the vitality forest, the current bottle water in the Chinese market lacks three good students, and the marketing concept of the entire bottle of water marketing is prevailing, misleading the concept of consumption of Chinese people. Therefore, as a new entry of bottled water, the vitality forest is more accustomed to the market insights that Oriental people are more accustomed to water, and re -cut the natural soft mineral water category in the Red Sea market.

For this Red Sea market, the vitality forest is also frank. At the media communication meeting held on June 22, the vitality forest stated that water can fail, but it must be rolled up in the world's water factory.

It is not only the vitality forest who wants to stir the entire industry. The new tea track of the new tea track also initiated the use of real milk initiatives. Many practitioners were evaluated to make the milk tea industry. There are two different views on the "volume" initiated by new consumer brands.

On the one hand, whether it is a vitality forest or a good tea, standing at a user -centric moral highland, the output of product concept, as a brand born in the era of consumption upgrade, this is obviously the inherent advantage of them compared to traditional consumer brands.

But on the other hand, when they pick up the core competitive advantages in their hands, they can only stir the industry's ripples. The effect of acting as catfish is far from the ideal of "surrounding the big sale for a long time".

Not only that, as a bottled water project that has been officially established internally in the end of 2020, some fast -moving consumer goods practitioners have said that compared with the earliest mineral products, the new mine released today. From the perspective of product positioning and price, it has already been brought. Fully change the string.

At the communication meeting, the vitality forest mainly emphasized the hardship of finding a good water source, focusing on the brand implantation of the natural soft mineral water segment market. However, if the new packaging and the renewal products are available, this product may have experienced a teacher before the past 500 days.

01 Destiny without a teacher

In July 2021, the first bottle of aquatic products launched the Qiqi Forest and began testing on e -commerce channels.

The test is very low -key, and there is no official flagship store with a larger traffic. Instead, you choose to go to the flagship store of the lower -known alien brand. At the same time, in terms of new product names, the naming practice of the vitality forest continued. It did not use the traffic of the main brand. Instead, it adopted a brand new brand name "mineral".

The deliberate low -key in the new product is to avoid possible failures on the main brand, and on the other hand, it is also in line with the testing principles of vitality forests, and verify the product's own explosive ability. At the same time, the names of a variety of products will open the boundary, which also meets the diversification and multi -brand concepts that have been emphasized.

But even so, as a product of the Qi Forest, the product of the mine still continues the play of the vitality forest.

First of all, in terms of product marketing, the stories of subdivisions are continued. In the brand story, the water source of this product comes from the deep self -rushing spring of the virgin forest in Yunnan. It is filtered by underground deep basalt for 34 years. It is rich in potassium and calcium mineral elements that the human body needs. Essence

Secondly, on the channel, after the e -commerce platform was launched, at the end of 2021, there were mine -natural mineral water in the mine, and retail channels such as the family convenience stores were successively entered to enter the offline paving stage.

Finally, the high pricing of the vitality forest is continued. The products launched by the flagship store of the Starman in 2021 are used as the price reference. After the new product is discounted, the pricing is 96 yuan/box/24 bottles, which is equivalent to 4 yuan/bottle. The non -discount is officially priced at 120 yuan/box/24 bottles, and the pricing is 5 yuan/bottle.

A series of distinctive features were tested. In 2022, there were mine updates for diamond bottle packaging and officially debuted. However, it is worth noting that the proposed retail price announced by the Qi Forest officially announced at the communication meeting is only 3 yuan.

From 5 yuan to 3 yuan, it seems that there is only a difference of 2 yuan, but the bottle water market is two completely different products.

In the bottled water market, there has always been the saying of "five cents and one era".

In 2008, Master Kang, 1 yuan, was the bottle of water, with a market share of 20.8%; in 2011, the 2 yuan Nongfu Spring in Nongfu Spring sat on the bottle of water boss; 4 years later, Yibao, 2 yuan, boarded it. The second throne; in 2018, the three -year -old 100 -year -old mountain boarded the third place.

From 1 yuan to 2 yuan, to 3 yuan, the key to the new brand of bottled water industry standing out is that it can drive the mainstream price zone to transfer, and then occupy the gap in the market. In the performance of methodology, it is a well -known marketing battle and a dispute over water source. Behind various struggles, the essence is the differentiated price band of product positioning.

Not only that, it is also basically difficult to see this large price adjustment for the vitality forest that emphasizes data thinking.

In terms of product pricing, the cost of pricing is different from other competitors. The vitality forest is generally designed first, coupled with profit margins, and finally priced. Such a pricing strategy determines that as long as the product itself has not been adjusted, the pricing will basically not change significantly before the testing period is officially launched. The price adjustment in the bottle water market basically represented the vitality forest to regain product positioning of natural soft mineral water with ore, and it is also equivalent to announced that the ore 1.0 version of the mine 1.0 in the past 500 days did not die.

02 If you don’t understand, you just need a business

Re -adjusting the product during product testing is normal operation. However, the pricing strategy of the inherent advantage of vitality forests made a mistake. Re -positioning of the product may be that the vitality forest as a novice could not understand the bottle water.

The previous category expansion of the vitality forest, whether it is the bubble water that represents its large single product, or another electrolyte water called the second curve, and the yogurt tracks entered by Beihai Ranch, the advantage is that the product is differentiated, letting People drink better and eat better. The focus is on the quality life after consumption upgrades.

However, when the bottle water is just needed, the situation has changed. The vitality forest is priced at a differentiated price of 5 yuan. When the bottle water consumption is upgraded, it will not be found that the market of this price belt is not yet mature.

Even if the overseas market is compared horizontally, the per capita consumption price of China's packaging and drinking water in 2020 is about 4.2 yuan/liter, and there is still room for improvement in the mature market prices of relatively developed countries.

However, the price band of the bottle water is rising. It can be found that the average price of 550ml of bottled water rose from 1.66 yuan in 2005 to 2.32 yuan in 2020, marking that the mainstream price belt was already in the later stage of 2 yuan. During this period, Master Kang, who focused on 1 yuan, quit the first three.

However, the price belt of nearly 1 yuan is still used for 15 years in the high -speed development of China's reform and opening up economy, and market competitors are endless. Obviously, the time cycle of business consumption upgrades is obviously longer than the non -rigid category of the non -rigid needs of the vitality forest.

Not only that, according to the research report data, with the rise in labor costs, the pressure of corporate profits in the industry, and the difficulty of channel profit distribution, there is a driving force for price lifting, and the industry price belt will generate an overall upward trend. However, the evolution trend of China's packaging water market price belt is still mainly based on the pyramid form of 1 yuan, and the price belt is distributed to the races of rugby in the future.

After the preliminary price of 5 yuan was upgraded, after 500 days of exploration, it finally re -priced to the current 3 yuan mainstream price belt. The advantage is that the pricing is more in line with the mainstream market. At the same time, the disadvantage is that the vitality forest has not avoided the white -edged battle, and it is pierced into the Red Sea.

Not only that, the bottle water, as an industry dealing with natural resources, is heavier than the bubble water model that has previously started by the Yuanqi Forest. Taking the rhythm of product testing as an example, the new products of the vitality forest were basically controlled in about 3 months, and the mine was used as a product with the slowest rhythm of vitality forests. It took almost 2 years from testing to listing.

Losing the differentiated blue ocean positioning, when the vitality forest slows down at the bottled water track, and the same speed as the traditional beverage company comes to the same speed, it is also a dimension reduction strike at the proud Internet speed.

03 Infinite competition is also afraid of limited resources

From bubble water to bottle water, from consumption upgrade to just consumption, from foundry to self -built factories to exploration and water collection. As a new type of food and beverage company, the vitality forest has the infinite competitive development trend respected by Internet companies.

As a beverage factory, the "two music" (Coca -Cola and Pepsi) hinders the production of bubble water, and the vitality forest can be funded by financing. As long as the factory production is large, it can theoretically expand infinitely, which is the power of development in the industrial era. However, although the bottled water market is the product of the industrial era, its essence is an industry that relies on limited natural resources.

First look at the water source. There are 4,000 mineral water sources that have passed the appraisal and appraisal of the experts in China, and the amount of resources allowed to minimize is 1.8 billion cubic cubic/year. The amount of mineral water that has been developed and used is about 50 million cubic meter per year, accounting for only about 3%of the total mining volume.

Therefore, from the perspective of the total amount, although water resources are limited natural resources, it is not scarce. For example, at the communication meeting, the vitality forest also stated that more than 200 high -quality water sources were selected nationwide, and 48 were inspected on the spot.

However, when the water source plus compliance with the mining standard, the difficulty of this incident will be the same. From compliance to obtaining mining qualifications to mass production, this is usually 3-5 years in the middle. The founder of the centennial mountain once told the media that the traffic of a mining license needs to be covered with more than 60 chapters, waiting for 5 years.

For the vitality forest, it has been screened in more than 200 options for nearly two years. Among them, in May this year, it reached a strategic cooperation with the Huangshan City Government to explore the resources of mineral spring water and consider the construction of the factory.

In summary, water source investment is a typical incident of high investment costs and long return cycles. For example, Yili Changbai Mountain Natural Mineral Water Drinking Project, with an investment of 740 million, is expected to have an investment return period of 5.7 years.

This industry threshold makes it difficult for the natural mineral water industry to send it first. Taking Jinmai Lang as an example, after the defeat of the natural mineral water, it has taken a different approach to cut into cooked water segment categories with cool and white. It has become the first category category. In the bottled water market of mineral water categories, the pattern has remained stable for a long time. It is mainly to occupy the public needs of Nongfu Spring, and the centenary mountain is mainly upward. However, even so, the lower price of the two -yuan water farmer Shanquan still has a profit margin far beyond the peers.

In the country, there are layouts and breadth of farmers mountain springs with a breadth advantage. Compared with the Baixhan Mountain and other brands concentrated by the water source, the transportation path is short and the sales cost rate is relatively low. The larger the output, the significantly the scale advantage. As a result, the sooner you enter the game, the more obvious the cost competition advantage is.

In the actual paving, Li Guoxun, vice president of vitality forest, said that the water source of mineral soft mineral water is mainly in Dali, Yunnan. After the bottle of Dali bottle, it is shipped to the sales area. The progress is slow.

Regardless of whether it is the speed of the goods or the price of the product, the vitality forest that loses the agile advantages will be directly confronted by the bottle water market and the traditional mineral water brand.

Not only that, in addition to the existing brands, Nongfu Spring also opened a long snow layout of the three yuan water track last year. At the end of the same year, Kunlun Mountain also adjusted its strategy to reintermine the 550ml classic 6 yuan product to 4 yuan. It was a rare strategic adjustment in the 10 years since its establishment.

In addition to natural water, Yibao, a pure water brand, also launched a new high -end mineral water new product Yilu in 2022. The bottle water brand accelerates the layout, and the original high -end mineral water brands have adjusted prices.

In this 3 yuan water market, when the vitality forest is no longer roundabout, there is still a few advantages in this just upgrade battle?

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