How Can F&B Brands Win in the Chinese Market? 食品饮料品牌如何制胜中国市场？

FOOD & BEVERAGE

In our last article, we made some predictions on the direction of the food and beverage (F&B) industry after 2020. Among them, a healthy diet, plant-based products, instant food and low-alcohol based beverages appear to be the major market trends. In addition to these, we shall also mention that different dietary needs are gradually increasing and customized products will occupy the market sooner or later. That said, how should existing brands make progress towards such a trend and broaden their business areas and channels while maintaining their market position? Continue reading to find out some of our suggestions.

在上一篇文章中，我们结合几份趋势报告，对2020年后可能出现的食品饮料行业方向进行了一些预测，其中，健康化、植物制品、方便速食、和低酒精型饮料是最具市场潜在价值的趋势。我们同时也提到，随着饮食需求的逐渐多样化，定制化产品迟早将占据市场，这一事实也是显而易见的。那么现有品牌应如何在这样的趋势中稳中求进，在保持市场地位的同时拓宽业务领域和渠道？我们将在这篇文章中给您一些建议。

Intelligent Sales Channel

销售渠道智能化

Until recently, the traditional sales channels of the F&B industry were mainly offline such as supermarkets, convenience stores and restaurants. Online consumption has now evolved into maturity, which can more conveniently support structured F&B consumption behavior. Along with this, an increase in the hoarding of F&B products also represents an important manifestation of the change within consumption habits, which can also be seen in the consumption data of the latest Double 11 E-commerce Festival. In fact, according to the Analysis Report on Double 11 Sales Data in 2020 released by Syntun, within the sales data of all of the e-commerce platforms on the day of Double 11, F&B ranked seventh among the top 10 in the industry in terms of sales volume; the sales volume of beverages alone reached 700 million yuan, and the sales of leisure snacks even reached 3.2 billion yuan. In addition to this, a new type of consumption behavior called “Coupon Hoarding” is also showing huge potential by allowing consumers to buy consumption coupons or commodity exchange coupons, which can then be exchanged for discounts or physical goods within a certain period of time. According to the data released by ele.me, KFC, Starbucks, McDonald's and Wallace, all of these companies achieved sales of more than 100 million yuan solely in the period from November 1st to 3rd, marking a new record within the China-based F&B industry.

过去，食品饮料行业的传统销售渠道主要以实体商超、便利店、餐饮店等线下渠道为主，如今线上消费已然演化出一个成熟的体系，可以支撑更便捷的食品饮料消费行为。我们也注意到，食品饮料的囤积行为也是消费习惯改变的一个重要表现，这一点在今年双十一的消费数据中也可见一斑：根据星图数据发布的《2020年双十一全网销售数据复盘分析报告》显示，在双11当天的全网销售数据中，食品饮料在销售额排名行业TOP10中位列第七，仅饮料这一项的销售额就达到了7亿，休闲零食的销售额则更是高达32亿元；除此之外，新型“屯券”式消费（消费者先一次性购买消费优惠券或商品抵扣劵，可在今后的一定时间段内以券兑换折扣或实体商品）也存在巨大潜力，根据饿了么官方发布的数据显示，肯德基、星巴克、麦当劳及华莱士四家餐饮品牌在11月1日至3日期间实现销售额破亿。

Hoarding

Coupon

屯券式

消费

With the rapid development of online channels, the consumption environment such as pop-up shops, smart stores and smart vending machines have been greatly optimized thanks to the implementation of scientific and technological innovations. With the support of diversified consumption scenarios, the balanced development of online and offline Omnichannels will become an inevitable trend to which brands shall adapt to fast, if they don’t want to sink in the Chinese market.

在线上渠道发展飞速的同时，品牌快闪店、智慧门店、智能售货机等实体消费环境也因科技力量的注入而得到极大优化，在消费场景多样化的支撑下，线上线下全渠道平衡发展将成为一种必然的趋势。

Focus On Consumer Groups

聚焦消费群体

The trend of focusing on consumer demand in order to produce customized goods is indeed gaining a strong momentum. In addition to the traditional specialized consumer groups, such as infants, pregnant women and fitness groups, some new labels are being used to redefine consumer groups. For example, new concept groups such as Generation Z, Sinking Market, “Parennials” (Parents of Millennials) and Seniors are all consumer groups who have strong purchasing power. It is of great significance to master the consumption demand, consumption habits and consumption trends of these consumers for the customized development of products and promotion forms.

定制化商品作为一种趋势，对聚焦消费者需求的要求显然更为强烈。除了传统意义上的特殊消费群体，如婴幼儿、孕产妇、健身人群等，一些更新潮的标签正被用于重新对消费人群进行定义，如Z世代、下沉市场、千禧父母、银发族等新概念人群，都是购买力不容忽视的消费群体。掌握这些消费者的消费需求、消费习惯和消费趋势，对于品牌定制化开发商品和促销形式具有非常积极的意义。

 Explanation 释义 

Generation Z / Z世代

Refers to people born in 1995-2009, also known as the Network and Internet generation. It refers to the people greatly influenced by the Internet, instant messaging, SMS, smart phones and tablet computers since they were born.

意指在1995-2009年间出生的人，又称网络世代、互联网世代，统指受到互联网、即时通讯、短讯、MP3、智能手机和平板电脑等科技产物影响很大的一代人。

Sinking Market / 下沉市场

It refers to the market of cities, towns and rural areas below third-tier cities.

指的是三线以下城市、县镇与农村地区的市场。

"Parennial" / 千禧父母

It refers to the parents of the post-80s and 90s generation who pursue scientific means of parenting.

指极具个性化、追求科学育儿的80后、90后新生代父母。

Seniors / 银发族

Refers to the elderly, whose consumption power is gradually increasing in terms of population number due to the increasingly severe aging of the Chinese population.

指老年人，这一群体的消费力随着人口老龄化情况的日益严峻而逐渐增长中。

Building Connotation For Brands

打造品牌内涵

In the F&B industry, considering the extremely fast speed at which the market constantly changes, it is not difficult for some brands to obtain a certain popularity in a short period of time thanks to some kind of publicity stunt or celebrity involvement. However, the biggest risk of adopting such short-term-focused-practices is an overall lack of the brand’s stickiness to users, marking it with a lack of soul/connotation, and making it easily replaceable by later generations. Therefore, it is particularly important to adopt wise marketing methods, choose appropriate channels to export brand value in order to make it widely cover the consumer market and show the authentic characteristics of the brand.

在迭代速度极快的食品饮料行业，利用花样玩法、名人带货等形式传播的品牌固然能在短期内获得一定知名度，但缺少文化灵魂和底蕴的品牌对用户同样缺乏粘性，用户没有忠诚度、流失快，意味着这类品牌极易被后来者替代。因此，巧妙利用营销手段、选择合适的渠道输出品牌价值并使其广泛覆盖消费市场，显示出品牌的特色，显得尤为重要。

When it comes to brand characteristics, the most intuitive elements usually are the taste and packaging design of the product. Moreover, grasping key words and key concepts to create momentum for the product is also a key content of marketing. Topics that can arouse consumers' resonance, such as national trends, tastes related to childhood memories, special foods for festivals, etc., often have a significant influence on consumers' desire to buy, while helping establish an emotional connection between brands and consumers. 

提到品牌特色，最直观的是产品的口味、外包装设计等元素，除此之外，紧抓关键词和关键概念为产品造势也是营销的重点内容，能激起消费者共鸣的主题，如国潮、童年记忆中的味道、节日特色食品等，往往更能引起消费者的购买欲望，也帮助建立品牌与消费者的情感联系。

As an industry closely related to the daily life of consumers, the trends of food and beverages is complex and changeable. However, the key to success is to always give priority to the needs of consumers while staying true to the brand’s values. For more information on trends in the food and beverage industry or more research reports on consumer behavior, don’t hesitate to contact us at [e-mail].

食品饮料作为一个与消费者日常生活密不可分的行业，其流行趋势必然是复杂而多变的，但无论如何走向，以消费者需求为先始终是不变的制胜秘诀。想要了解更多食品饮料行业的趋势或更多对消费者的行为研究报告，欢迎通过 [e-mail] 联系我们。

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