Liang Yaodan of times weekly reporter is sent from Guangzhou
Monster Beverage of parent company of devil's talons beverage is in the record that the 2nd quarter welcomed clean sale this year. Sign up for data to show according to the money that the company showed on August 9, the quarter is secondly clean sale 1.016 billion dollar, relatively the 907 million dollar 2017 rises compared to the same period 12% , this or Monster Beverage exceed 1 billion dollar first in the sale of weak quarter.
However, regard red Niu Zaimei as the biggest competitor of the country, devil's talons fails to duplicate to be experienced successfully in China tardy however. According to money newspaper, specific area, asia-Pacific area sales revenue circumstance not beautiful, 2 quarters income is 66.97 million dollar only, the income that is in Europe, middle east and the United States and Canadian area, Africa area under its far. This company president holds presiding apparitor concurrently is Luodeni Sakesi (Rodney Sacks) says to the analyst, the deficit of China and India produced adverse effect to company business income.
To turn round the declining tendency that is in China, luodeni Sakesi announces on outstanding achievement conference, today bright two devil's talons roll out choose machine two years to be tasted newly in Chinese market. Taste a program newly for solution, times weekly reporter registers a company to devil's talons China, fierce issue is special beverage (Shanghai) limited company is called for many times intercurrent went interviewing outline, up to distribute news dispatches to did not win a response.
Analytic personage points out to times weekly reporter, devil's talons had be notted open in China famous spend and brand acknowledge is spent, be tasted newly or solve original dilemma very hard.
Be about to push taste newly
According to Introduction Luodeni Sakesi, the company is about to taste newly in the first when China rolls out for " devil's talons Ultra " , predict to be in China to consume ability later on this year the city that stronger, market has behaved takes the lead in undertaking popularizing appearing on the market, when Spring 2019, ability can enlarge dimensions further, to medium or small the city is extended. The 2nd product is those who contain mango juice is new article, specific appear on the market date of short duration is not affirmatory.
Times weekly reporter in Yamaxun American official net sees, of American edition " devil's talons Ultra " series product has many color, wait like white, red, blue, black, violet, orange, these products all flaunt 0 candy cent, 0 calorie, do not be clear about what appear on the market in China nevertheless " devil's talons Ultra " whether does the product keep consistent with the United States. In addition, american official net shows Yamaxun, devil's talons has include many taste inside " fruit juice (Juice) " series product, among them one is to claim to contain " juice of 16% pure mango " energy beverage.
Jerk tastes backside newly, it is this is entered China the awkward place that beverage company of two years still did not open a phase in Chinese market.
Found the Monster Beverage 2002, predecessor is the name is Hansen (Hansen Natural Corporation) , the familial business that basically sells fruit juice. 1992, luodeni Sakesi of south Africa businessman bought Hansen company. After Gong Niu landed the United States 1997, luodeni Sakesi also begins to develop Monster Beverage of functional sex beverage. To mark Gong Niu's Monster Beverage shows itself finally in the United States, even sales volume surmounts Gong Niu for a time, become the United States to be next to company of beverage of the 2nd big energy. Accordingly, since entering China, devil's talons is regarded as Gong Niu another driving adversary.
2014, coke Cola buys company of beverage of an eccentric person with 2.15 billion dollar the share of 16.7% , at the same time both sides reachs agreement of long-term strategy cooperation. In Chinese market, the production of devil's talons and cent are sold all be in charge of by factory of Coke Cola bottle, brand sale be in charge of by group of devil's talons China.
Nevertheless, in China manage two years, devil's talons is behaved all the time however flatly. Since 2016, beverage of an eccentric person already was in one of partner spread money two years in Chinese market below the help of Coke Cola company. But the announcement that issued this year in January according to Monster Beverage of devil's talons parent company, according to Nielsen retail careful computation is occupied, devil's talons is in China the value share of 5 cities is 4.1% , the cent of cause client whole nation that is aimed at 40 cities mainly since June 2017 is sold. What form bright contrast with this is, the market share of on the market 80% still is accused by palm of red ox firmly.
Like American market, devil's talons is in China adopt likewise be opposite directly the means of mark Gong Niu, namely same price but product amount is larger. Times weekly reporter visits Guangzhou city to much home business exceeds and facilitate randomly inn discovery, no matter how price range changes, inside same inn, the devil's talons of 330ml is the same as valence with the Gong Niu of 250ml from beginning to end, and the position on goods shelves also specially is placed around Gong Niu.
Nevertheless, much home business exceeds counterjumper to tell times weekly the reporter, inside all functional beverage in inn, sell best remain Gong Niu, the person that buys devil's talons is very few. One is located in the convenience store clerk near station of subway of new city of Guangzhou Pearl River to express even, in this inn, devil's talons beverage already two weeks do not sell give a bottle.
The outlet wheres
"Of Gong Niu suffer numerous with devil's talons it is different. " know very well essence of life allows sale to engineer orgnaization CEO Jiang Jun to express to times weekly reporter, be in China, devil's talons exists to the train of thought of mark red ox error.
His analysis thinks, in suffer numerous on, devil's talons more press close to is young, seek the customer that esteems popular culture, and consumptive group of Gong Niu is office worker, white-collar mostly; In addition, the brand image of devil's talons relatively individuation, not quite the mainstream culture of China of press close to, also was destined devil's talons gets numerous crowd in Chinese market relatively small numerous.
Times weekly reporter sees on the gregarious media of devil's talons, with it is like American market, the advertisement element that devil's talons releases is much with the limit the connection such as dance of contest of motion, report, street, music is together, and look in Jiang Jun, energy beverage is in China the biggest consumptive group just is white-collar crowd.
Famous strategy locates expert, 9 heart locate Xu Xiongjun of advisory company author thinks, devil's talons encounters defeat to have the reason of tripartite face in China: It is the market share that Gong Niu is in China already very tall, in energy beverage market alone big, bring about a successor to contend very hard to it; 2 it is to be in in recent years a large number of enterprises enter energy beverage market, competition is intense; 3 it is devil's talons had missed the optimal opportunity that enters Chinese market.
Look in Xu Xiongjun, devil's talons is pushed right now taste newly solve old some problem hard, namely Chinese consumer is spent to its acknowledge not tall, "Consumer is done not have to the acknowledge of devil's talons repeatedly, push taste newly can how " .
Jiang Jun points out, enter China since, devil's talons still understands Chinese market not quite, mainland is changed still need time. The urgent affairs of devil's talons is exact location of pick up essence, through the market education cultivates customer, implement the strategy to terminal to come up.
Current, competition of market of Chinese energy beverage turns white-hot increasingly. According to not complete count, since 2017, chinese market is new the functional beverage that roll out already amounted to ten kinds, include to sell an enterprise to install the XS that benefit rolls out continuously, beverage of the energy love the name of a river in Shaanxi and Henan provinces that Wang Saicong rolls out vigor, child with a ha breaths out " fast like that " , unified " light quite " , of Hua Runyi treasure " charm " , Shang Chen times be good at " F6 " , of Yi Li " shine wake source " etc. This increased a lot of pressure again to the devil's talons that has not stand firm.
Nevertheless, devil's talons respect thinks, china still is a market that has latent capacity. This company vice-chairman holds president Hilton Shilesibaige concurrently (Hilton Schlosberg) express, the plan that did not come in Chinese market is active construction market as before, just this will be a lengthy process.
