The summer beverage market begins to fight. Coffee and herbal tea attack fiercely.

With the coming of summer, the beverage market is heating up again. Igo reporter visited the market and found that coffee drinks not only have more and more brands, but also play to change. Mocha, latte, extra strong, iced coffee. It's like the establishment of a big cafe. And herbal tea drinks are also a new force in the Guangdong beverage market, for white-collar workers, these two types of products will undoubtedly be the protagonists to quench their thirst this summer.

Coffee has many tastes.

Different from the situation in which instant coffee dominated the coffee beverage market a few years ago, various brands of bottled and bottled coffee drinks have quickly come into people's attention, from the beginning of Nestl é and Yaha Coffee to now blooming everywhere. The reporter went to several large supermarkets in the city to explore the traces of coffee drinks and found that coffee drinks have expanded from a single original flavor to coffee milk tea, subdivided to mocha, latte, fortified, iced coffee, and so on. If you include different categories of the same brand, there are nearly 20 kinds, and the choice has greatly increased.

In addition to several brands that entered this market earlier, there are also Leech, Starbucks in the United States, Char Island Coffee in South Korea and Brown Coffee in Taiwan, which are equally divided between imports and domestic products. From the price point of view, the price ranges from four or five yuan to more than 20 yuan, and the ladder price is obvious, but there are only two or three expensive products. For example, Yaha iced coffee and Richmocha coffee drinks all range from 4 yuan to 5 yuan, while imported products from Char Island, South Korea, are slightly more expensive, selling for 10 yuan, and the highest price is Starbucks bottled coffee drink, 24.8 yuan.

And what about the sales of these coffee drinks? The salesperson of the supermarket told the reporter that most of the customers are young people and white-collar workers. in addition to a few "familiar" brands, price is a major factor in the choice and purchase, and the sales of products at low prices are better than high prices. of course, the two products are also different for customer groups and do not conflict.

Herbal tea beverage brand comes first.

Unlike coffee drinks, herbal tea and tea drinks are almost all domestic brands, especially local brands in Guangdong. In addition to Wang Laoji, he and Zheng, Dongyitang, Qingku, Baoqingtang, Xiaguang in Foshan, Guangdong, and local Huang Zhenlong all sell bottled and canned herbal tea. Recently, Deng Lao herbal tea has also launched an upgraded version, positioned as "modern herbal tea", coupled with fresh herbal packaging. In terms of price, paper packets are usually about two yuan, while canned bottles are no more than five yuan. It can be said that the competition is fierce and the price is friendly to the people.

Market analysts said that herbal tea brands are numerous and complicated, but similar taste and homogenization is the fatal deficiency of its sales. Various brands have made signs: "Chinese herbal tea and its positive", "afraid of getting hot to drink Wang Laoji" or "authentic herbal tea plus Duobao" are all just conceptual marketing, and it is difficult to make a real breakthrough. On the other hand, Hong Kong sends herbal tea "Qingku" to clearly play the herbal brand and use it as an attraction to attract consumers' attention with fresh taste and fresh packaging.

(by Liu Jianning / intern Peng Nan / tr. by Phil Newell)

Photo / Peng Nan

(responsible Editor: Leo)

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