2013, the three major directions of food and beverage innovation

In the future, whether it is a downturn in the market, a bottoming out, or excessive competition, we can't change anything. We can only change ourselves, and only redouble our efforts to accelerate innovation. I greatly admired Mr. Ma for saying: Today is cruel, tomorrow is more cruel, and the day after tomorrow is wonderful! Unless you give up completely, you don't want to give up. There is no other way.

Overall, Chinese food and beverages are still in a golden period of active development. The food and beverage market is still promising.

In 2013, there are three major market demands. This is the direction of food and beverage category and brand innovation.

Convenient and quick demand: Realize the use of packaging, packaging, and changing consumer places

The acceleration of people’s pace of life requires that food and beverages be convenient and convenient and fast and quick. Apart from having a big meal and enjoying the fun of making, they do not want to spend precious time on making food. They are more willing to spend time on learning, work, entertainment and leisure.

How to make the original slow consumption of food and beverage into a fast consumer? The idea is very simple, the original packaging products will not be packaged, the original packaging, inconvenient packaging of small, convenient, change the consumption scene!

Packaging is an obvious and well-regarded method of category innovation. Laoganma hot sauce was originally made by Tao Huabi old lady in a small shop and put it into a bottle. It sold 2.5 billion a year; herbal tea and milk tea were sold in street stores. It was loaded into a can and a cup, which made Jiaduobao and Xiangpiao float.

A large number of domain names eat snacks, unique taste attractive, consumers with small cognitive barriers, as long as they try to industrial processing, preservation and packaging, basically authentic, open you can eat and drink, you can create a big market, From the region to the country.

Satisfy the consumer's convenient and fast demand, should pay attention to the innovation of the product form and change the form of the package, this is the key point that the slow sales change quickly. Packaging has changed, and it is convenient to carry, eat, and preserve food. Naturally, the product is like a long leg. It will not be fixed in the original food scene. It will go far and sell much more.

The French buns are simply smaller and single-packed; the Holly pies are simply smaller cakes and are individually packed; the Imperial Garden is only a little smaller than the candied fruit. Cheaper), single packing...

Consumption upgrade needs: In every ordinary food and beverage, there must be one or two high-end product growth opportunities

Fuk Lai found that in every ordinary food and beverage, there must be one or two opportunities for growth of high-end products, just like the special milk for Te Lun Su and Jin Dian, the egg for Deqing source, and the Kiwi for Yu Jia Pei Qi Qi fruit. Unfortunately, many operators do not pay enough attention to this opportunity and trend!

Consumption upgrades call for high-end products. In 2010, China’s per capita GDP exceeded 5,000 U.S. dollars and the Engel coefficient reached 39.76%. It has entered the internationally recognized “middle income” development stage. After consumers have eaten, they are pursuing good food, eating healthily, eating safely, eating decently, and even wanting to eat their children. They are high-end demands.

There are three prerequisites for doing high-end markets. First, the categories are mature and there is no need for education. There are many brands in the market, and the market is active. There is no oligopoly formed by competition. Second, from the enterprise to the consumers, the industry has been feeling that the industry has been declining, and companies are engaged in low cost, low price, and low quality. The demand for consumer upgrades began to show signs of growth.

Who is eligible for high-end? Of course, the most conditional is the industry leader. This is the natural recognition of the leading companies by consumers and channel terminals, and it is not reasonable. Non-famous companies are not indispensable. If you do, first of all, you must lay the groundwork for the development of technology and resources, and establish the awareness of the industry and consumers of your support for high-end products.

How to do high-end?

To do high-end, simply put the value of the product into reality and do more, make the brand image higher and make a difference. Use the value of the product to fill people's satisfaction, and use brand value addition outside the product to attract people. In essence, it is still differentiating, but it is only in terms of value that it is necessary to work hard in the image.

After Zhang Zhongjing's Zhongjing mushroom sauce became popular, he introduced a high-end olive oil mushroom sauce. The excellent quality of the mushroom, the superior Shangxi Xia mushroom and the Spanish extra virgin olive oil, are produced using secret patented technology. The quality and taste are unparalleled. When the market followers are busy chasing the common mushroom dressing market, Zhongjing olive oil and mushroom sauce Become a leader in the high-end mushroom sauce market.

Natural health needs: Reputation is the most scarce quality of Chinese brands, and it is the key to being convincing.

The demand for natural health is equally obvious. The problem is that everyone has found opportunities, but most companies do not do it and do badly.

First of all, to do the concept of natural products and marketing health, to respect the original perceptions of consumers and the reality of categories, it is not for marketers to create a healthy concept out of nothing but for consumers. It must be based on the original perceptions of consumers. What "Original Leaf Tea" and "Crystal Eye Yoghurt" is not the same as consumers' original understanding.

On the other hand, nobody believes that a good product is a big problem and is a key point and difficulty in playing natural health cards.

Reputation is the most scarce quality brand in China. The state of food safety in China continues to deteriorate, and brand-name products of large enterprises continue to emerge. In the eyes of many companies, reputation is the cover of their profitability. As a result, consumers are getting more and more. Unbelief, credibility and trust have become a crisis.

The problem is the opportunity, poor reputation environment, perhaps the opportunity for SMEs to stand on the same starting line with large companies in certain aspects.

When Guolian Aquatics was doing domestic sales, it vigorously marketed the reputation of the only enterprise that exported to Europe, the United States and the Mainland to supply live shrimp, and shouted "World Standard, good shrimp and tyrants, derived from the global model base for prawn shrimp", using high standards to establish competitive barriers to meet consumption. The need for ecology, safety and freshness.

With only 31 standards in the country, Cishengtang has become the pursuit of high marketing standards in the honey industry with 88 detection criteria (including anti-fraud projects such as Tlc and sm-r) that surpass the “EU standards”. The preferred choice for quality consumers.

Bundle natural health and goodwill marketing: if others meet the national standard, you establish a standard higher than the national standard, marketing it; others meet with organic certification, you allow consumers to experience the product, supervision Enterprises, others use the shell brand as a means to flicker, you will be realizing the value of the product, will make the brand image higher, make different, use the consumer's satisfaction and trust to make money cleanly, earn clean money!