功能饮料消费市场状况分析(英文)-2

Situation&Developmenttrendof

Chinese

energybeverageInChina,Energybeverageisspecifyasbeverageaddingtheacertainofenergycompositions(orfunctionalfoodadditive).Itcouldnotonlyallaydrinkers’thirstbutalsohasacertainfunctinalforhealthcareorresistthedisease.Energybeveragewasbecamingasakindoffashionnow.Definition:1.Thebrand&presentdeveopmentofenergybeverageindurstry2.Marketsale3.PresentsituationofenergybeverageconsumptionindustryFirstChapter

:Thepresentsituationofenergybeverage

industry

inourcountryThrought

the20years

development,

energybeverage

has

got

a

huge

market

in

our

country,producttypeisincreasing

likebrandredbull,Mizone,vitaminwaterect.Energy

drink

coud

adjust

the

human

body

in

acertainrange,itcontainsmanyhealthcarefunction

ofthirst

–quenching,balanceorganismfunction,

enhance

immunityect.Now

various

kinds

of

beverage

has

become

daily

needsamong

theyoungperson

,and

energybeverage

ismorepopular.

1.The

brand&

present

deveopmentofenergy

beverage

indur

stry.Inrecentyears,thetypeofenergybeverageisincreasingeveryyearinChina.Marketcompetitionismoreactiveandprosperous.Theoverallgrowthrateofenergybeverageis29%in2008.2011growthratereachto34%.Energybeverageisgrowthingrapidinourcountry,typeincreasecontinuously,categoryfurtherplenty,itprsentahighgrowthstage.In2012,ourcountryChinawillbecomethelargestcountryforworld’sbeverageconsumption,amongthemenergybeverageistheonewhichwithbigpotential.2010,Ourcountryenergybeveragemarketscaleupto8.8billionRMB.Attheendof2011,marketscaleisnearto10billonRMB.Inthefirstquarterof2012,ourcountryenergybeveragemarketscaleis5billonRMB.Itisexpectedtoexceed12billonRMBthroughtheallyearof2012.Thecapabilityof2012isupto2.8milliontons.2016,thecapabilitywillbeyondof4milliontons.2.Market

saleComparewithdevelopedcountries,theaverageconsumptionofenergybeverageisonly0.5kgseachyearinChina.It’sfarfromworld’saveragelevel7kgs.SoChineseenergybeveragemarketistremendous. 3.Presentsituationofenergybeverageconsumptionindustry1.Consumptionmarketanalysisofenergybeverage2.DevelopmentprospectsofenergydrinksSecondCapital

:ConsumptionMarketanalysisof

Chinese

energybeverageUsingtherandom

sample

Investigation

with

manyphase,

in

studyof3212personwhobetween

18-60yearsandseparatelylocatedintencityofBeijing,Shanghai,Guangzhou,Wuhan,Chengdu,Shenyang,Xi’an,

Dalian,Jinan,

Xiamenabout

energy

beverageacquaint

ace,drinkingrateofeach

city,purchasereasonandotheraspect.

1.Consumptionmarketanalysisof

energybeverageAverageconsumptionThe

acquaintance

of

energy

drinkDrinkingrateofenergydrinksPurchase

reason

for

energy

drinkDiagram

1.ConsumptionmarketanalysisenergybeverageofNowtheaverageconsumptionofenergybeverageisonly0.5kgseachyearinChina,It’sfarfromworld’saveragelevel7kgs,energybeveragehaveagoodpotentialmarketinChina.Also,ChinesepercapitaGDPhasexceeded1000usdollars,purchasingabilityofcustomerhaveincreasedgreatly.①Average

consumptionCitydwellers’acquaintanceofenergydrinkisgeneralonthelowside.Accordingtothesurvey,citydwellersfromdifferentcityhavegreatdifferentacquaintance.Toenergydrinks.Beijingresidents"acquaintanceisinthehighestlevelwith85%;Jinan、Shanghai、Wuhanresidents’acquaintancelevelislower.About44%residentsdon’tknowtheenergydrinks.(remarks:residentsrefertoconsumerswhobuysoftdrinksontheirowninitiative).Althoughitseemsenergydrinksadvertisementemergesinanendlessstream,manynewproductsappear,butconsumer’acquaintanceisnotenough.Lessofawarenessisanimportantfactorthatinfluencesthedevelopmentofenergydrinks.Howtoguideconsumersknowmoreaboutenergydrinks,improvetheacceptabilityofenergydrinksmarket,thisisoneoftheproblemsthatneedurgentsolution.②The

acquaintance

of

energy

drinkGreatdifferencebetweenBeijingandChengdu.Accordingtothesurvey,energydrinksismorepopularinBeijing,inthemonthofJune、July、August.80.5%ofrespondentshavedrunktheenergydrinks,higherthanothercity.Wuhanisthesecondwith45.5%,theaveragerateofothercityisabout44%,whichShowtremendousdevelopmentpotential.ButthesituationofChengduisnotasgoodasothers,only19.9%,obviouslylowerthanothercity.③Drinking

rate

of

energy

drinks➢QuenchingthirsThemainaimforconsumeristoquenchtheirthirstwhentheypurchaseenergydrinks,whichilluminatetheconsumerknowlitteraboutenergydrinks.Firstlytheconsumeronlyconsumetheenergydrinksascommonbeverage,atsametimeitalsoconsistencewiththeirpurchasebehavior.Thebeverageisakindofimmediateconsumptionproducts,mostofthepeoplebuythebeveragewhentheyarethirsty,thisisakindofsenseconsumption.④Purchase

reason

for

energy

drink➢Becauseofitsspecificfunction,andconvenientandfun.Comparetolacticacidbeverage,fruitandvegetablejuices,carbonatedsoftdrinks,waterandteadrinksandotherbeverages.Althoughthepursedinvalueofenergydrinksuniquefunctionisoneuponothers,ithasn’tformsignificantcharacteristics.Differentcityconsumerhasdifferentpurposewhentheydrinkenergydrinks,consumersinShanghai,Wuhan,Chengdu,Shenyang,Jinanpursuethenutrition.Guangzhou,Xi"anandXiamenconsumerspaymoreattentiontoitsuniquefunction.BeijingandDalianconsumersconcernboththeconvenientanduniquefunction,Chengdnconsumersarelackofawarenessofenergydrink.Theconsumer’age

distributionThe

consumer’occupation

distributionTheconsumer’brandawarenessThe

investigationofconsumer’preference

Theconsumer’price

sensitivityTheeffectedfactorof

consumerpurchaseThe

investigationofchannelsforconsumers

tobuythebeverage⑤Diagrama)The

consumer

’

age

distributionb)The

consumer

’

occupationdistributionc)The

consumer

’

brand

awarenessc)The

consumer

’

brand

awarenessd)The

investigationof

consumer

’preferenced)The

investigationof

consumer

’preferenced)The

investigationof

consumer

’preferencee)The

consumer

’

price

sensitivitye)Theeffectedfactorof

consumerpurchaseg)The

investigationofchannels

forconsumers

tobuy

thebeverage

2.Developmentprospectsof

energy

drink➢Analysis

on

development

prospect

of

Chinese

energy

drinkComparewiththedevelopedcountry,theaverageconsumptionofenergydrinksisonly0.5kgsperyearinChina,it’sfarfromworld’saveragelevel7kgs,thereisahugespaceforthedev