Vitality Forest to make cola: a sniper that will be publicized in advance

Source | Bohufn

Author | Chen Ping'an

On July 22, the vitality forest officially disclosed the many details of the upcoming new "Qi Cola" products that are about to be launched.

(Picture source: Network)

From the perspective of existing data, this decision is not impulsive. As early as 2019, the vitality forest has reportedly developed Cola. In 2020, the vitality forest applied for a vitality trademark.

In other words, the vitality forest has been prepared for three years today.

However, China's carbonated beverage market has long been tied to the two major groups of Coca -Cola and Pepsi for a long time. To a certain extent, this single product has been firmly bound with these two groups. And Pepsi Party.

Making Coke products is obviously a laborious thing, so why does the vitality forest still insist on launching this product?

Challenge giant

In the past, there were no lack of local cola brands in the Chinese market, and some of them even ran out of good market share.

Chongqing's Tianfu Cola once owned 10 joint manufacturers across the country, with an annual sales of more than 200,000 tons; very Coke sold 630,000 tons in 2001, accounting for 12%of the entire market.

(Picture source: Network)

However, due to the double pinch of Coca -Cola and Pepsi, they either disappeared in the long river of history, or lived in a place like Tianfu Cola for local specialty.

Because of this, the vitality forest is also very controversial to this project, mainly because it is worried that making cola products will irritate the cola manufacturers. After all, the gap between its own volume and Coca -Cola is still very large.

Tolerance is not the style of Tang Binsen, the founder of the vitality forest. When investing, Tang Binsen put the "challenge giant" in his four principles. According to media reports, although the vitality project is very loud, the company's founder Tang Binsen is the most firm supporter of the project.

It is quite interesting that this vitality project is called "YYDS" internally, which means "forever God".

Based on this, Bohu Finance believes that this cola project of the Vitality Forest is more like a challenge and attack on the giants, not a new push in the traditional sense.

The conservative layout of this new product has also confirmed this. According to reports, this new product belongs to conceptual products. Except for online sales and some offline channels, there are no large -scale planning plans in the short term.

Coca -cola bubble water or sugar -free cola

From the product point of view, Qi Cola is not a chance.

"Positioning" once mentioned such a view: "In order to occupy a category in the mind of consumers with limited capacity, the best differentiation of the brand is to become the first.

To put it simply, the easiest criterion for evaluating the quality of a consumer company is whether he has achieved the brand, that is, the category. For example, when we mention cola, we can think of Coca -Cola and Pepsi; when we mention the drone, we can think of DJI; when we mention the spicy strips, we can think of Wei Long.

Similarly, when we mention bubbles, we can think of the vitality forest. Relying on the higher moss glycol, the vitality forest has the concept of "0 sugar and 0 cards" with himself in depth, and has also completed the "vitality forest = bubble water" consumer education. The market share of the gas forest in 2019 is as high as 85%, and even if the two giants are pinched, it can still stabilize a market rate of 50%.

(Picture source: Network)

In other words, in the field of bubbling water, the vitality forest still has initiative, and it is obviously the most wise choice to pull the battlefield to the field you are most familiar with.

In fact, the vitality forest did the same. According to the official introduction, this product of Qi Cola is not a traditional cola product, but a soda bubble water.

Compared with traditional cola, its differences are more reflected in health:

First of all, the phosphate of the traditional cola formula is removed. This ingredient is also one of the main causes of traditional cola to be criticized, because phosphate can stimulate the characteristics of gastric mucosa may cause dental caries;

Secondly, the vitality inherits the characteristics of other products, and chooses higher -cost red moss glycol in the use of sweeteners. Although in the taste experience, the sweetness of Asba, which is commonly used in red glycol and cola, is the problem of the benevolent, and there is no direct evidence to prove that the sweetness of Asba and brain cancer are directly connected, but as the only one and the only one The glucanol extracted by natural fermentation method is obviously a better and healthier choice.

In addition, the vitality of Coca -Cola refuses to add traditional chemical preservatives such as sodium benzoate and potassium sorbate, which can be more accepted by young people today.

But except for these, the vitality forest seems to have no other advantages, and even because of materials, its cost will be higher.

However, as the actor co -founder of vitality forest co -founder said that the brand's mental solidification cognition, the quality of the vitality of cola products, and the quality of the vitality will eventually be given to the young users and the market to judge.

The vitality forest must do yyds

In an interview with FBIF, Tang Binsen said that the beverage company of Chinese (mainland) has no global influence and is far worse than the game.

The meaning of a popular Internet of famous Internet quotes is that "everyone here is garbage."

Tang Binsen said that he did have his confidence.

Relying on the Internet play and users' rigid demand for the market, the vitality forest successfully tears a gap in the shadow of the giants. The growth rates from 2018 to 2020 are 300%, 200%, and 309%, respectively. But the logic of fast -moving is completely different from the Internet. With a good judgment and accurate blow to market gap and a precise blow to marketing, it can indeed be able to achieve achievements quickly in the early days, but this logic is difficult to work long -term.

The main reason is that the market is currently occupied by giants for a long time. From the supply chain to the channel side, it has been "calling" for international giants for a long time. The revenue of the beverage industry depends on the real sales data of a bottle of beverage, which depends on production capacity and sales.

The business model of light assets is tantamount to sending their lives to the other party.

In the past few years, the vitality forest has rolled in this mud, but anyway, it is not unable to get up in the pit like "seniors".

Since Tang Binsen signed the first self -built factory in 2019, the three years of vitality forest has 6 self -built factories, 100,000 offline freezers, and the problems of production and sales have greatly improved; The introduction of German technology to improve production lines to solve the problem of being difficult to open in the bottle cap in a sterile environment; introduce a sterile carbonated production line to become one of the few domestic brands that have aseptic carbonated production lines. Essence

(Picture source: Network)

In the past, Coke symbolized youth, vitality and rebellion, and at the moment when he paid more attention to health, cola was gradually abandoned by consumers.

The launch of the vitality is not so much an attempt, let alone a war book under the new forces.

However, regardless of the precipitation of the international giant in the supply chain and channel side, the comparison of products alone. Compared with the giants with many products, the vitality forest has not yet run out of a bubble water to carry growth and increase growth. The products in the field of bubbles have not yet formed the continuous and stable brand power of the Coca -Cola field in the field of cola.

On the way to becoming YYDS, the test of vitality forests needs to face a lot.

Reference source:

New Consumer Daily: Vitality Forest also has "Cola Dream"

Power plant: The vitality forest is losing "vitality"

Market value list: 100 billion valuation adventure of vitality forest

There are several Datavision: How did Wei Long become synonymous with spicy bar?

Rongshi Business Review: Will the vitality forest besieged "flowers"?

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