中国矿泉水市场调查

IMPORTBottledwaterMARKETINGRESEARCHChinaPACEGROUPcontent1.Marketingenvironment2.Consumeranalysis3.LeadingCompanies4.Priceanalysis5.SummaryMarketing

environmentImportBottledwaterChinaMarketingvolumeIn2013,ChinasurpassedU.StobecomethelargestbottledwatermarketaswellasthecountryhashighestCAGRduring2008to2013ProductcategorySpringWater:derivedfromanundergroundformationfromwhichwaterflowsnaturallytothesurfaceoftheearth.PurifiedWater:

producedbydistillation,deionization,reverseosmosis,orothersuitableprocesses.MineralWater:naturalwatercontainingnotlessthan250partspermilliontotaldissolvedsolids.SparklingBottledWater:

containsthesameamountofcarbondioxide.ArtesianWater/ArtesianWellWater:

fromawellthattapsaconfinedaquifer(awater-bearingundergroundlayerofrockorsand).MarketingdistributionTraditionalChannelHypermarket/SupermarketHotels/Restaurants/Cafés/PubsDistributors/WholesalersGroceryStoresNewChannelTravelsitesSchools/HospitalTrain/PlaneandothertransportationResortConsumeranalysisBottledwaterChinaPURCHASINGFREQUENCYRegion/FrequencyChinaBeijingShanghaiGuangzhouInvestigationnumber(Thousandpeople)34785601769903022Everyday11.8%10.1%17.2%8.4%Threetimesoraboveaweek14.0%10.6%15.5%11.5%OnceorTwiceaweek22.1%22.3%21.4%17.8%Twiceorthreetimesamonth8.2%13%13.8%22.6%Onceamonth9.6%7.4%5.1%11.1%Never34.3%36.6%27.1%28.6%PurchasingrateofdifferentcommonpackagingvolumeFAVORITEPACKINGRegion/VolumePurchasingRateInvestigationnumber25840Below250ml27.6%250ml-350ml32.7%350ml-750ml30.9%1L1.7%1.5L2.1Above

2L4.2%Others0.9%PurchasingrateofdifferentcommonpackagingvolumeFactorsFactors/RegionsChinaBeijingShanghaiGuangzhouInvestigationnumber(Thousandpeople)24013381350942158BrandAwareness23.8%23.6%25.4%26.5%SuitablePrice21.5%21.8%22.322.1%Ad&Promotion9.1%7.5%10.5%5.3%Availability15.7%13.3%16.1%12.5%Taste18.5%20.7%17%16.2%Personalhabit6.2%7.9%5.1%4.8%Others5.2%5.2%3.6%2.6%FactorsinfluencebuyingbehaviorMarketingSegmentationYoungpeoplearethemajorgroupsofbottledwaterconsumerMaleconsumersbuybottledwatermorefrequentlythanthefemaleAgeSegmentationConsumers

who

purchase

bottledwatereveryday

mainly

range

from

16

to20years

oldConsumersrangingfrom21to30yearsoldhavealargeproportioninthegroupofpurchasingbottledwaterthreetimesoraboveaweekConsumers

who

purchase

bottledwateronceaweek

mainly

range

from

41

to50years

oldGenderSegmentationREASONSIncreasingIncomereasonsChangesinLifestyleWiththerapidpaceoflife,moreconsumersmaychoosetosubstitutedrinkingwaterwithmoreconvenientproducts,suchasbottledwater,tosavetimeandmeettheirdemandfordrinking.Safetyandqualityoutweighspricewhenitcomestodrinkingwater.WesternproductsandcultureareinfashioninChina.Chineseconsumersuseforeignbrandsasthesymboloftheirsocialstatus,showingtoothersthattheycanaffordtheseproducts.High-endbottledwaterHigh-endimportbottledwaterbecomespopularinChinaIn2012,high-endbottledwaterbrandstookaround10%ofChinabottledwatermarketshare.Themarketvolumeofhigh-endwaterisaround3billionin2012.LeadingcompaniesBOTTLEDWATERChinaFamousHigh-EndBrands(Priceabove￥3)FamousordinaryBrands(Pricebelow￥3)LeadingBRANDSMARKETINGSHARE1.NONGFUSPRINGOriginal:Hangzhou,China/ProductSpecification:Safe/FamousMarketshare:leadingbrandofChinabottledwatermarket;22%ofChinabottledwatershare;Annualsaleofbottledwaterupto￥13billionin2013DistributionChannel:AlmostCovereachchannelPrice:550ML/￥2

1.5L/￥32.EVIANOriginal:France/IcespringwaterProductSpecification:Purity/Health/PerfectMarketshare:10.8%ofglobalbottledwatershare;leadingbrandofhigh-endbottledwatermarket;Productionof1.5billionLiterannually,40%ofproductsellinFranceand60%exportDistributionChannel:Traditionalchannellikesupermarketandonlinestore;Newchannelsuchashigh-speedtrainorrestaurantPrice:500ML/￥8.9-9.9

300ML/￥6.7

500MLinhighspeedtrain/￥16

3.SANBENEDETTOOriginal:

Italy/springwaterProductSpecification:BalanceMineral&SparklingMarketshare:reachsalesin80countriessince1990；oneofthefavoritewaterofEuropean

royalhouseDistributionChannel:Mainlyinfirst-tiercities；

traditionalchannellikesupermarket,onlinestoreandimportfoodstoresPrice:500ML/￥8.8

PriceanalysisBOTTLEDWATERChinaCHINABOTTLEDWATERMARKETOrdinaryBRANDProduct

NameOriginalCountry

Price(RMB)NongFuSpringWaterChina￥2/550ml￥3/1.5lMasterKangMineralWaterChina￥1/550mlC’estbonMineralWaterChina￥2/550mlNestleMineralWaterChina￥1.5/550mlCoca-Cola

IceDew

WaterChina￥1.0/550mlWahahaWaterChina￥1.0/3550mlCHINABOTTLEDWATERMARKETHIGH-ENDBRANDProduct

NameOrigi