The vitality forest "counterattack" Coke, Tang Binsen broke into the most dangerous battlefield?

Source | Tech Planet

Wen | Qiao Xue

The vitality forest has become more ambitious and decides to challenge more difficult opponents. Recently, the vitality forest has been prepared for three years, and the internal code of YYDS is exposed. Its latest product Coca -flavored gas bubble water will soon be available in August.

Earlier, according to the "two music" (Coca -Cola and Pepsi) reported by 36 氪, the vitality forest was regarded as a nail in the eyes, and the flame of "killing the vitality forest" has not faded, and the vitality has launched a model after being "besieged" by the giant, and a model was launched. Cola products, this is undoubtedly a territory of Coca -Cola, challenging the global drink giant with a market value of $ 270 billion.

Earlier, according to LatePost late, the sales return target set by the gas forest in 2022 was 10 billion yuan. In order to complete the predetermined goals, Qi Victor's decision to challenge the most user -based cola flavor after entering beverage categories such as bubble water, milk tea, herbal tea, mineral water, etc., and do Chinese cola, especially sugar -free cola? Is there any chance of vitality forest? Intersection

Vitality Coca -Cola, the hardest war is here

The vitality forest Coca -Cola project was launched three years ago, led by its co -founder's antlers. When the antlers described this product, this product said that this is also the most tangled product in history within the vitality. It is necessary to ensure both the elements of the health of the vitality and the taste of Coke.

How to maintain competitiveness is a difficult problem. On the other hand, this may trigger a counterattack by beverage giants. "Compared with international giants, our volume is equivalent to a little finger, which is easy to be slapped to death." The antlers admitted.

In the end, Tang Binsen, the founder of the Vitality Forest, filmed. "Since the user needs, it is better to walk around for a chic.

The internal code of the Vitality Forest Coca -Cola project is YYDS. Li Feiyue, the post -90s product manager of the project, introduced that in the past three years, the YYDS project team collected nearly 40 kinds of cola from all over the world. Drink 5-8 lift and liquid all day every day.

Finally, the formula in front of the eyes is: remove the phosphate of the traditional cola formula; do not add traditional chemical preservatives such as sodium benzoate and potassium sorbate; Basian, replaced sodium citrates that is currently commonly used with natural citric acid, and replaces traditional cola artificial caffeine with more expensive Paraguay tea extracts.

Although this recipe emphasizes health, it undoubtedly gives up the strong stimulus brought by cola acid and the inevitable expensive price. Consumers to buy or not need to buy it.

At the media communication meeting, the vitality forest has repeatedly emphasized unintentional commercial competition, and does not have much expectations for cola taste water products, or even large -scale paving, but this set of rhetoric cannot convince the public.

Just as the mineral water pushed this year, the vitality has also had similar rhetoric. The "mineral" project was established at the end of 2020. It started for nearly two years. In July 2021, there were mine on e -commerce channels such as Tmall and Jingdong. And only small -scale offline pilots are carried out in some cities in East China and South China. From June this year, the vitality forest will officially have a mining to the country. Vice President Li Guoxun clearly stated in April this year that in addition to bubble water, aliens, fiber tea and mining will become the company's future focus.

Behind making a cola flawed water is the eager desire for the vitality forest to find the next growth point. In the past two years, the vitality forest has almost tried all the categories on the market. In the current vitality camp, there are corn "fiber tea", sugar -free tea "tea -burning tea", electrolyte "alien", mineral water "minerals have mineral "Countermeasures" of lactic acid bacteria beverages, yogurt "Beihai Ranch" and so on.

However, according to the data of "Finance", the gas forest revenue in 2021 was about 7.3 billion yuan, of which about 4 billion yuan came from bubble water. The full score may be around 500 million yuan. From the perspective of the size of the single product, the growth of the second curve has not yet formed, and the bubble water is still a large item for vitality forest revenue. Therefore, cola soda with a strong consumption foundation has been dependent on itself to become a product that has once again set off a market heat.

But this will undoubtedly cause the giants to be vigilant. A senior food and beverage industry told the TECH planet that in the war of bubble water, the "two music" was tolerant of the vitality forest. And this time the vitality directly uses the fist product that cuts into the two music, which will definitely cause the "two music" counterattack.

Faced with the possible surrounds of giants, can the vitality forest be killed to be siege?

Chinese cola dream, the chance of victory?

"Some of our departments tried and error budget tens of millions a year, and game companies could bear trial and error because they failed in this industry. In traditional industries, I hope to increase product success rate." Tang Binsen said in an interview.

The new vitality forest is constantly pushing out, and the masterpiece of the next air bubble water is urgently needed. The cola this bet is obviously not the one with the largest success rate.

According to Euromonitor's data, from 2010 to 2019, "two music" took more than 90%of the domestic carbonated beverage market for ten consecutive years. Two domestic beverage brands farmers Shanquan and Wahaha, even if they have strong channel sales capabilities and user bases, they have not threatened the giants in carbonate categories. In the product, more than 99%of the ingredients in Coke are public, sugar, carbonate, caramel, phosphate, caffeine, but it accounts for 1%core secret recipe "7X", which has never been overcome.

The vitality forest believes that its advantage is that its own advantage is to change the recipe of the original cola and make cola healthier. But in fact, Coke not only corresponds to "Coca -Cola" and "Pepsi Cola". The products of these two beverage companies not only represent patented formulas, but have become a taste bud memory of a generation or generation of people.

In 1985, Coca -Cola also thought about the revision. Within 4 hours of the new Coca -Cola, 650 protest calls were received. Some people wrote in the opposition letter: "Can the Constitution and the Bible be rewritten? In my life? There are only two things: God and Coca -Cola, and now you are taking away the same thing. "

In the contemporary beverage symbolization, behind the characteristics of cola and happy fat house water, it is the significance that can bring people happiness and emotional value. Therefore currency.

As one of the most watched new consumer brands in generations of Gen Z, the brand image of "healthy and vitality" makes them enjoy the intergeneration dividends and become a good heart of young people. Abandoned by young people.

Even if it is already a century -old brand, Cola has been growing steadily. The latest financial report reflects this. In the second quarter of 2022, the sales volume of single boxes in Cola Lladine America increased by 9%, and the sales of single boxes in North America increased by 2%. Asia -Pacific's single -box sales have increased by 11%, and the Asian market, especially the Chinese market, still loves cola. Its sugar -free category has also doubled sales compared with the fourth quarter of 2019.

On the other hand, the accumulation of "two music" in the Chinese market for 40 years has built a huge sales network for it.

According to relevant data, there are about 8 million beverage sales terminals that can be covered in the country. Coca -Cola covers the most. There are more than 3 million sales outlets. The terminal retail outlets reached 2.43 million. The number of dealers is more than 1,000, and the offline terminal exceeds 1 million, which is still obvious to the former.

A supply chain person told Tech the planet that these millions of outlets, more of the couple and wife shop, were running down one by one "two music". Time, the vitality forest cannot form a leap.

At the same time, Coca -Cola already has more than 20 factories in China, with only 6 vitality. Therefore, in the production session, due to its huge market sales, the production side can produce scale effects, and due to the sharp expansion of demand to reduce marginal costs, the cost of each bottle of cola continues to lower, but the scale of new players such as vitality does not reach the scale of the vitality. In terms of cost and pricing, they cannot compete with "two music". In terms of the choice of sugar, the vitality chooses a higher moss glycol, and Coca -Cola chooses a lower cost ascean sweet and tricanl chloride.

Because of the advantages of the supply chain and sales channels, even if the two fun "can be profitable even if it is profitable, it can make it difficult to break the market barriers for it. This is why the price of cola is still 3 yuan for decades.

In 2019, the vitality forest is booming. With sugar -free bubble water, the second result of the online sales volume in "Double Eleven" has surpassed the two music online, but this year, the number one Coca -Cola is in my country's beverage market accounted for 59.5%, and Pepsi followed closely, reaching 32.7%of the market.

After that, the vitality -free gas -free gas bubble water also faces comprehensive competition. According to interface news reports, before 2019, the bubble water market share of the vitality forest was as high as 85%, but in 2020, the competitors were all followed. By the second half of 2021, the vitality forest market share was up to 50%. The soda fosters reached about 25%and 18%, respectively.

In the face of the three core pillars of the production and marketing of consumer goods, the vitality has no obvious competitive advantage in front of the category of cola or sugar -free cola. However, the vitality forest chose to take the initiative to compete, and I had to say that it was a step -by -step chess.

The Internet can't change soft drinks

Tang Binsen knew that there was only a "health" card, and the vitality forest could not defeat the global drink giants. Therefore, the vitality forest was heavier.

In the early days of entrepreneurship, under the continuous trial and error and product iteration, bubble water finally became the explosive product and support of vitality forests. The vitality forest rely on the factory model. Like most Internet companies, it focuses on product research and development and operations. Clear stream.

In the early years, on the official website of the Vitality Forest, the introduction was: "Yuanzhang Forest is an Internet+beverage company, which specializes in sugar -free and low -calorie products. We have launched a series of beverages that are popular with customers, including tea and bubble water. ","

With the rapid development of the Vitality Forest in the past two years, its positioning has changed quietly, from "Internet+beverage company" to "Chinese food and beverage enterprise". In 6 years, the Internet still failed to change the soft industry.

The most core way to play vitality is to use the "zero sugar" signboard to deeply bind drinks and healthy lifestyles, and the Internet's operating model of light assets to obtain faster growth.

However, this set of play was disrupted by the original market giants. According to 36 氪, the giants led by "two music" put pressure on the foundation factories, red moss glycol suppliers, etc., which caused vitality to appear " "Broken supply" is why its Internet light asset model has to be transformed.

Therefore, since last year, the vitality forest has established factories in Anhui, Guangdong, Tianjin Qing, Hubei and other places. The self -built supply chain has made the vitality forest more energetic, but the "heavy assets" model also means that we need to invest heavily in investment. Essence According to industry insiders, a factory with a capacity of over 100 million yuan is basic, and the factory's subsequent investment, maintenance, and upgrades require a lot of costs.

Nongfu Spring also put pressure on the sales network last year, requiring to put his own bubble water next to his vitality, and compete with the vitality to fight for the super -Chinese rack.

A channel dealer told Tech Planet that on the offline channels, the vitality forest prioritized the dealers who could fight for convenience stores, and now they need to expand more types of dealers.

Under a variety of pressures, the vitality forest had to move towards the business model of the traditional soft drink industry. The self -built -in factory, shortcomings of the channels, and pushing smart cabinets offline, online increase, and offline lessons. This is also in addition to the differentiated competition of product brands, and the vitality forest is focusing on complementing the gap with the "production, supply and marketing" of the beverage giant in "production, supply and marketing".

In addition, competition is caught in anxiety, but the growth of vitality forests is slowing. According to data disclosure of vitality forests, in 2020 and 2021, the income of vitality forests increased by 3 times and 1.6 times, respectively, and revenue of 7.3 billion yuan in 2021. In the first quarter, Tang Bingsen announced that due to the epidemic, the sales target was achieved in 2021.

In 2022, the vitality forest set the target of the sales payment to 10 billion yuan. Therefore, in order to stimulate the market's confidence, the vitality forest has to embark on the road of multi -category and even the entire category. The life cycle is longer, and once it is accepted by the market, it will not be easily replaced.

And water source investment is another typical investment cost and long return cycle. For example, the investment in 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.

An investor told Tech the planet that he couldn't understand why he did water for the vitality forest. Do young people really care about what water? This is not against your own user portrait. Because the user's user is not strong, the high -priced air bubble water mode is not applicable at all.

Vibration is no longer stubborn "high consumption" positioning. When a mine was launched in the "Alien" online flagship store last year, the non -discount price was 5 yuan/bottle, the discount price was 4 yuan/bottle. It was reduced to 3 yuan.

There is also an industry law that cannot be violated. The life cycle of beverages is getting shorter and shorter. The "2021 Water Drink Innovation Trend Report" shows that taste beverage products, including fruit juice, tea, and milk drinks, are short, and generally have completed the life cycle in 2-3 years. Under the logic of explosive products of bubble water, the vitality forest must continue to create explosive products. The cola bubble water is its ambitious bet.

Tang Binsen obviously also felt this pressure. In an interview, he said that in 2022, Yuanqi Forest will return to a traditional company, and it will ensure that 50%-60%of the annualized growth in the next three years.

"Stability" has become the internal theme of this year. Employees of vitality forests mentioned that many high -level internal speeches have emphasized that the most important thing this year is steady forward, not requiring a special leap, but not special mistakes.

Even in the face of the best -selling products, the vitality forest cannot violate the existing rules of the soft drink industry. It is indispensable for products, supply chains, and channels. Take your time to become Changqing enterprises.

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