In 2022, China's beverage market industry will enter an era of comprehensive competition

I. Overview

GB/T10789-2015 "Beverage General Principles" defines drinks as drinks, is quantitative packaging, for direct drinking or according to a certain proportion of water or brewing drinking, ethanol content (mass component) does not exceed 0.5% of products, beverages can also be divided into beverage pulp or solid form. And the beverage is divided into packaged drinking water, fruit and vegetable juice and its beverage, protein beverage, carbonated beverage (soda), special purpose beverage, flavored beverage, tea (class) beverage, coffee (class) beverage, plant beverage, solid beverage, other class of beverage a total of 11 categories.

2. Development status

Beverage is a kind of FMCG that can not only meet the immediate needs of consumers, but also have the functions of refreshing, supplementing moisture and nutrition, etc. Since the reform and opening up, the beverage industry has become one of the emerging industries in China, bringing new growth points for China's FMCG. At the same time, with the rapid development of the beverage industry, it plays a positive role in stimulating the economy, increasing tax revenue, driving the upstream and downstream of the industry, etc. From January to December 2021, the output of beverage manufacturing enterprises above scale in China reached 183.338 million tons, an increase of 12.15%, and the cumulative output of beverages in China from January to July 2022 has completed 109.618 million tons.

In terms of regions, the beverage output in South China in 2021 will be 42.819,900 tons, accounting for 23.36% of the total beverage output in the country; The beverage output in East China was 41,167,600 tons, accounting for 22.45% of the total beverage output in China. The beverage output in Southwest China was 30.760,800 tons, accounting for 16.78% of the total beverage output in China. The output of beverages in Central China was 2901.19 million tons, accounting for 15.82% of the total output of beverages in the country.

In terms of provinces and cities, from January to July 2022, Guangdong beverage production completed 22,513,300 tons, accounting for 20.5% of the total beverage production in the country, ranking first in the country; Sichuan beverage production completed 9.638 million tons, accounting for 8.8% of the total beverage production in the country, ranking second in the country; Zhejiang beverage production completed 7.097 million tons, accounting for 6.5% of the country's total beverage production, ranking third in the country.

With the acceleration of China's urbanization process and the continuous improvement of residents' income level, the scale of China's beverage industry is in a constant growth state, and the prosperity of the market will inevitably bring competition. In recent years, China's beverage market advertising war and price war have been staged constantly, and the competition between different types of beverages and brands of the same type of beverages is fierce. China's beverage industry has entered the era of comprehensive competition, from the initial development of soft drinks to the current bottled water, carbonated drinks, fruit juice drinks, tea drinks, energy drinks, milk drinks several categories of fierce competition situation, the future of China's beverage market still has a lot of room for development, but the competition will be more intense, oversupply situation is inevitable. There could also be another shakeout. The major brands in China's beverage industry have firmly occupied an important position in the hearts of consumers, according to the beverage production and sales of major enterprises, basically consistent with the ranking of beverage brands. It can be seen that for the beverage industry at this stage, brand awareness is closely related to consumer awareness and purchase.

Third, development trend

1, national policy support to vigorously promote the development of the industry

The country's great attention, laws and regulations and the improvement of the regulatory system have promoted the standardized operation of the industry and the development of high-quality stars. In recent years, the state has strongly supported the beverage industry. The Central Committee of the Communist Party of China and The State Council issued the Opinions on Deepening Reform and Strengthening Food Safety Work, which proposed to promote the high-quality development of the food industry: promote the transformation and upgrading of the food industry, adjust and optimize the layout of the food industry, encourage enterprises to obtain certification and recognition, and implement actions to increase varieties, improve quality and create brands. Guide food enterprises to extend the industrial chain, establish high-quality raw material production bases and supporting facilities, strengthen the deep integration with the e-commerce platform, and create influential century-old brands, which greatly promoted the development of the beverage industry and the rise of domestic beverage brands.

2, the central and western regions have greater potential to promote the expansion of the industry scale

With the rise of the central region and the accelerated development of the western region, the central and western regions have experienced rapid economic growth, and the consumption level of residents has increased, and the demand for beverages has further increased. Based on the differences in the level of economic development, the total population and the consumption concept, the production and consumption levels of beverages in different regions of China are quite different. In general, the production and consumption level of beverages in economically developed and populous areas is higher than that in the central and western regions. With the continuous improvement of the overall income level of residents, the extension of consumption channels and the innovation of concepts, the overall demand for beverages in the central and western regions will gradually be released, and the beverage industry has greater development potential.

3, the progress of production technology and information application to accelerate the development of the industry

With the continuous development of the beverage industry, more new technologies and new equipment of intelligent manufacturing and information management are applied to the production process. On the one hand, the new production process can extract more kinds of production raw materials, realize more complex drink recipes, improve the flavor and taste of drinks, etc., to meet the diversified needs of consumers. The use of new equipment has significantly increased the level of automation in the beverage industry, not only improving production efficiency, reducing labor costs, but also helping to strengthen the control of product quality and safety. At the same time, the extensive use of information technology makes the product sales process more clear and transparent, helps to closely integrate the production and sales of products, and speeds up the upgrading of the industry. In addition, the application of the Internet has also brought innovation in marketing, making it easier to achieve customized, personalized and other solutions, and adapting to consumer needs in all directions, making the development prospects of China's beverage industry very broad.