The previous article Xiaobian sorted out the top five in China's beverage market, and in this article, we will take a look at the bottom five in the TOP10.
The total revenue of the top five is as high as 150 billion yuan, and the average revenue of the top five companies is only about 10 billion yuan, only one-third of the scale of the top five, and they have many places worth paying attention to in terms of market size, product line, sales channels, etc.
Part.06 Unification: 14.7 billion yuan
In China, Unity and Master Kong are a pair of enemies, whether it is a brand matrix or advertising and marketing, the way is almost exactly the same. Since the day of the birth of the brand, the two companies have had countless commercial struggles with each other in order to compete for the market, which has attracted countless netizens to watch the liveliness.
According to the unified 2021 financial report, the revenue of the unified year reached 25.231 billion yuan, an increase of 10.8% year-on-year, setting a record high. Among them, beverage revenue is 14.738 billion yuan, accounting for more than half of the total revenue, while the food business revenue is only 9.525 billion yuan, and even the whole number of 10 billion yuan has not been able to go up.
In the beverage business, the unified 14.738 billion yuan is not even one-third of Master Kong's beverage revenue, but this does not affect the unified sales data in tea drinks and juices.
From the perspective of the beverage sector, the revenue of the unified tea sector was 6.272 billion yuan; the revenue of the juice sector was 2.219 billion yuan; and the revenue of the milk tea sector was 5.743 billion yuan. As a veteran enterprise, although Unity is weaker than Master Kang in terms of competition, it is far better than Master Kang in terms of word of mouth and product quality.
Although Reunification is a Taiwanese enterprise, it has more than a dozen food processing plants on the mainland. It is worth noting that at the beginning of the establishment of Yuanqi Forest, many of its products were also processed by a unified foundry, but this part of the revenue was not merged into the listed revenue sector.
Part.07 Ipoh: Estimated at 10 billion
Yibao is a brand of China Resources Group, and according to the 2021 financial report released by China Resources Group, its revenue is as high as 769.2 billion yuan and its net profit is 60.1 billion yuan. According to the analysis of industry analysts, the revenue of Yibao's water drinking products under China Resources Group is about 10 billion yuan.
According to the "2020 Social Responsibility Report" released by CR Yibao in July 2021, as of the end of 2020, the number of SKUs sold by Yibao has increased to 35 on the basis of 2019, covering 8 major categories such as purified water, milk tea, coffee, functional drinks, lactic acid drinks, and fruit drinks. It has 9 own brands, including "Yibao", "Garin Mountain", "Magic", "Yibao Honey Water", "Small Main Bacteria", "Taste Tea Matter" and "Afternoon Milk Tea" and "FIRE Fire Coffee" series authorized by the Japanese side.
According to guanyan tianxia data, there are two major brands in the bottled water market, namely Nongfu Mountain Spring, with a market share of up to 26.5%, ranking first in the industry; followed by Yibao with a market share of 21.3%; Master Kong followed by a market share of 10.1%; and then Wahaha, Baishishan and Ice Dew with a market share of 9.9%, 7.4% and 5.3% respectively.
In the state where the pure water market has become saturated, although Yibao has developed many private brands, the response does not seem to be large, the new brand has been tepid, and it has not yet created a blockbuster product, and consumers' impression of Yibao has always stayed on pure water.
Part.08 Wang Laoji: 10.85 billion yuan
As one of the four major sectors of Guangzhou Pharmaceutical Group, Wang Laoji's revenue in 2021 will reach 10.851 billion yuan, and it is also the sector with the highest revenue and profit among the four major sectors.
In addition to Wang Laoji, although Guangzhou Pharmaceutical Group has other tea products, it has a mediocre response in terms of sales channels and brand building, and there is no brand value of Wang Laoji at all.
Nowadays, there are two similar products on the market, Wang Laoji and Jiaduobao, in fact, there are many factors between the two products, and the grievances between the two have been fermenting continuously, so after entering 2020, the trademark tug-of-war between Jiaduobao and Wang Laoji has been quietly carried out, which has also caused a great impact on the herbal tea market.
However, Wang Laoji's ambition is still there, and even launched a surname herbal tea order during the Spring Festival in 2022, which brushed enough for a time. And Wang Laoji has also been keeping up with social progress, constantly catering to the tastes and innovative marketing of young consumers, so he is still sitting on Diaoyutai and is still the boss of China's herbal tea industry.
Part.09 Dongpeng Special Drink: 6.978 billion yuan
It is estimated that the person who hates Dongpengte to the bone is none other than Red Bull. After Red Bull entered the Chinese market from Thailand, it was imitated by Dongpeng Special Drink, and even followed the gourd painting and successfully grabbed a certain market share from Red Bull's mouth.
According to the 2021 financial report of Dongpeng Special Beverage, the revenue was 6.978 billion yuan and the net profit was 1.193 billion yuan. Judging from this data, although Dongpeng Special Drink does not have a considerable revenue from the industry boss Red Bull, at least the revenue benefit is still quite good.
Nielsen has analyzed the data, and the sales volume of Dongpeng special drinks in 2020 increased by 28.4% compared with 2019, which is about 3 times the average growth rate of the functional beverage market. By the end of 2021, the market share has reached 31.7%, even surpassing the industry giant Red Bull and sitting on the throne of the first market share.
In fact, in addition to functional drinks, Dongpeng special drinks also have lemon tea, Dongpeng jiazhi, Dongpeng 0 sugar, tangerine pit drink, Dongpeng water, Dongpeng coffee and other beverages. However, consumers only recognize Dongpeng special drinks, and other brands have a mediocre response in the market, and even many consumers think that Other products under Dongpeng are forgeries.
Dongpeng special drink is currently facing the risk of a single product, regardless of sales volume or production line, there is currently only one product of Dongpeng special drink. However, at present, the competition in the functional beverage market is fierce, and the unified enough to burn, Yili's Huanxingyuan, China Resources' warhorse, DaliYuan's Lehu, etc., all pose a huge threat to Dongpeng Special Drink. Especially after the "Red Bull" trademark battle began, the situation of Red Bull's dominance in the energy beverage industry is changing, and the ranking of various brands in the market has not yet stopped.
Part.10 Yangyuan drinks: 6.906 billion yuan
"Often use the brain, drink six walnuts," the advertising slogan sounded, netizens instantly associated with Jiaduobao, Wang Laoji, Brain Platinum and other brainwashed drinks, and these drinks just happen to be the best-selling brands of gifts given during the Spring Festival of the general public, and every Spring Festival, sales will increase accordingly.
Yangyuan Beverage, the parent company of six walnuts, reported in the 2021 financial report that in 2021, it achieved a total operating income of 6.906 billion yuan and a net profit of 2.111 billion yuan, which was actually higher than that of the ninth-ranked Dongpeng special drink.
From the perspective of product structure, Yangyuan Beverage's products are relatively single, and for several years, the company has been relying on six walnuts to support the overall revenue framework. Although Yangyuan has been constantly innovating in recent years, the data is not ideal.
According to the official website of Yangyuan Beverage, its product categories are currently 3 kinds, including six walnut series, 2430 series, plant milk series, the latter two are still products developed and launched after 2020, compared with other brands in the industry up to dozens of beverage matrices can be said to be very small. Yangyuan Beverage's slow growth in recent years and declining revenue are also related to the unforeseen growth points of six walnuts.
In the domestic beverage market, although all kinds of drinks emerge in an endless stream, there are relatively few that can maintain sales and get national recognition. Even emerging brands such as Yuanqi Forest, if there is no correct sales channel, only rely on Internet marketing, will disappear in the torrent of history after the Internet tide recedes.