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The Group has rekindled the battle in the bottled water sector, causing widespread concern in the industry.
In the near future.
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Group board chairman Hui Ka Yan revealed at the 2020 results conference that he has acquired
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49% stake and is planning to go public. He explained that
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The Group will expand its diversified businesses and seek to realize the closure of the whole industry chain of clothing, food, housing, transportation, recreation, travel, culture and entertainment.
2013.
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For the first time, the Group has launched
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, but briefly test the waters after the withdrawal, this second return to the bottled water market, stemming from the real estate business downturn, the new energy vehicle prospects are not clear.
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The group seeks new strategic support business. And the early disclosure of the intention to go public highlights Hui's ambition.
Zhu Danpeng, an analyst of China's food industry, believes that "by virtue of price and quality advantages, the
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In the mineral water high-end market force, coupled with the channels and quality of the accumulation of these years, there is an opportunity to occupy a place".
However, the mineral water market has changed dramatically from the time of its exit, in terms of the size and strength of the
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Survival is not a concern, but at a time when Evian, voss, Nestle, Nongfusanquan, and Wahaha are surrounded by powerful rivals, the
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Trying to achieve a big breakthrough is not going to be easy, I'm afraid.
Due to the extreme level of confidentiality.
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The entry into the bottled water market was known to the outside world at the last minute.
November 2013 AFC Champions League final.
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The soccer team made its debut for the Central
national soccer team
The ball made an appearance at the Asian Club Champions Cup, with countless live spectators and fans witnessing the
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Advertising in
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Players' chests flying, a soccer frenzy turns into a
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of the product presentation. At the post-match press conference, Hui announced that
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The Group launched "
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"Mineral water brand, officially entered the bottled water market, positioning high-end.
As planned.
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The Group hopes that bottled water can become another 100 billion business segment in addition to the real estate business, and has formulated a roadmap of 10 billion in the first year and stabilizing at 30 billion in three years.
However, the AFC Champions League final
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The team's chest ads have led to a commercial dispute.
At that time.
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The team's chest advertisement has belonged to Guangzhou Nissan, Xu Jiayin temporarily broke the contract with the
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The replacement of Guangzhou Nissan triggered widespread public opinion about Xu's business integrity.
Perhaps in an effort to distract society.
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The Group adopts a high-profile strategy, investing 1.3 billion in advertising in 20 days, laying 200,000 terminals per month, inviting Jackie Chan and Fan Bingbing to serve as spokespersons, and also utilizing the
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The resources of the sports clubs allow Lang Ping, Lippi and Figo to act as promotional ambassadors.
However, the market did not end up embracing this strong newcomer. In the year of its listing, the
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Only $1.09 billion was sold, and since then 2 consecutive years have been spent more on advertising than revenue. Some reports say that Hui spent a total of
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Six billion dollars was smashed.
In September 2016, after a huge loss of $4 billion, the
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Group sold for $1.8 billion at a low price
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. At that time
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The group came out with an announcement that the move was a strategic need for the company, in order to be able to focus on the development of its real estate business. However, no matter what was said, the
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The failures are obvious.
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Among the reasons for failure, in addition to being related to
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Excessive haste, the goal is set too high, the first or too much resources are invested in the source of publicity and branding, weakened with the former with the core of the competition for bottled water direct sales channels of the construction.
The core channels of bottled water are mainly four kinds of channels such as supermarket channels, circulation channels, catering channels and special pass channels (referring to special consumption scenarios such as high-speed railways, airports and hotels), and the laying of goods is mainly accomplished through distributors, but
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The terminal direct channel (with its then more than 131 cities and more than 200 real estate projects across the country as direct wholesale sales points) and modern channels (supermarkets) are the main channels, supplemented by special pass channels and distributor channels. At the time, there were media reports that
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set up in a particular location
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The property's mineral water outlet center is fast becoming a distributor inquiry hotline.
And this, there is no successful precedent, on the contrary, Taiji Group has been in too much reliance on direct marketing form of practice "overturn".
In 2015, the transformation of Taiji Group launched "Taiji water, ageless spring, natural alkaline, strontium-rich water" concept of high-end Taiji water, the price of 11.9 yuan a can, the sales channel for the chain of pharmacies and its dealers around the country, but did not get market recognition, the price dropped to 8 yuan, 6 yuan, after the price is still less people ask for. Now, Taiji water sales data no longer appear in the financial report of Taiji Group.
A marketing expert pointed out to know food gentleman, bottled water and residential play is not the same, residential spelling is the turnover rate of funds, the sooner the completion of the lower the overall cost, the more you can seize the market, bottled water need to refine the deep plowing, channels to mass, to do everywhere. In order to
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The direct sales channel, which is based on building projects, has an extremely limited number of outlets.
Competition in the bottled water market is fierce, but there is no lack of imagination
In the Forbes released the 35th global billionaires list, Nongfushanquan chairman glittering Zhong Gaofan ranked 13th with more than 60 billion U.S. dollars in value, becoming the global food industry and the global Chinese "double richest", showing China's bottled water market, the effect of seeking blessings. And Zhong Glittering said in the 2020 results conference, the follow-up will insist on promoting the dual-engine development pattern of packaged drinking water and beverages, and continue to improve the household penetration rate of drinking water products.
In fact, despite the fierce competition in China's mineral water market, the market is occupied by Evian, Kunlun Mountain, Jingtian Baotianshan, Tibet 5100, etc., but the industry still has a lot of room for expansion. Zhu Danpeng believes that the background of the prevalence of health careers, the growth of the mineral water category will be better than other water categories.
The data also shows that during 2014-2019, the compound growth rate of bottled water is 10.0%, while natural mineral water is as high as about 18.4%. However, China's per capita consumption of mineral water is one of the lowest in the world, with an annual per capita consumption of only 1.5 liters of mineral water, equivalent to 1% of Italy's per capita consumption level. Therefore, China's mineral water consumption market has great potential.
It is also worth noting that China's bottled water industry has experienced two rounds of consumption upgrading, the first round is from other bottled water to pure water consumption upgrading, and the second round is now underway by the pure water to the transformation of natural mineral water.
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The group is pushing again at this time
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, just in time for the second round of consumption upgrade. However, optimistic about the mineral water market in addition to the existing players, there are other new forces.
At the end of 2018, Yili announced that it had invested 744 million yuan in a new mineral water project in Changbai Mountain, Jilin, and in 2019, Yili completed the acquisition of a large mineral water company in Arshan, Inner Mongolia, and started the construction of a mineral water project in Antu. Yili now owns its own brand of mineral water, "inikin Yikin", which is aimed at the mid-to-high-end market. Further, Hollidayo will showcase its lava spring mineral water products at the 2020 Expo, sending a strong signal of laying out the mineral water market. According to its introduction, Hollidayou's water source is taken from the deep lava of Jeju Island, an international rare water source, and the terminal retail price is 4.5 yuan to 5 yuan. Master Kong also intends to create a mineral water brand "cultivation spring" to supplement its own product line.
Relative to old and new competitors.
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It's not without its own advantages.
In addition to Changbaishan Water, the controlling shareholders changed ownership after the
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There has been no stagnation over the years. According to Know Your Food.
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In 2017, the company expanded its production capacity by opening the Changbaishan Chinan Water Plant and launched the Classic Series, Polysilicic Acid Series, and Baby Water Series; in 2018, it launched the "Low Sodium Water Series", focusing on the $3 water price band; in 2019, the company will launch the "Low Sodium Water Series".
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Built the third high-specification garden-style water plant, to develop high-end mineral water market. After the completion of the "three steps", the
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We have established a full line of product mix in the market from $2, $3 to high end.
In terms of owned channel resources, the
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The group is richer than ever.
In addition to its more than 500 residential projects in more than 180 major cities across the country, Hui Ka Yan in the commercial real estate development has also made a splash.
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Business groups are formed under the
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Center,
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Plaza,
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Three major product lines of life plaza, established
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Department Store,
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Supermarket,
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Theater,
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Amusement and other consumer scenarios for four major brands. These provide a great opportunity for
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Better access to customers creates favorable conditions.
Thus, by virtue of
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The volume of the group and the ambition of Hui Ka Yan.
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It is not difficult to survive in the mineral water market, but it is difficult to become a giant in the industry.
