Coca-Cola side of integrated water services: the right to speak is a problem – d
Despite intense competition, margins little, but I hope the whole product line expansion of the Coca-Cola will not want to give up the water business in the market share leader. The previous operation of the bottling group of three sub-brand water brands into a single brand "Ice Dew" is the biggest task of Coca-Cola. "Water business into a single brand has been largely implemented the integration." Coca-Cola vice president of Greater China, said Li Xiaoyun.
Which means "Ice Dew" will keep the market on the basis of the north, south to enter the first time the other two water brands Coke had "water Sen live" and "Heaven and Earth" home base.
In the three major brands, why is the "Ice Dew" win? Informed sources said the Group to retain the autonomy of the largest non-bottled Carbonated beverages Lu won the brand a large extent, an important reason why the ice.
"Ice Dew" after the brand is the flagship joint venture with Coca-Cola Bottling Group in the north market production and Sell To produce mineral water main hit.
2006, the Kerry Group, announced its withdrawal from joint-venture bottling group, and that the company changed its name to Coca-Cola China Industries Limited ("China Industrial"), the second largest Coca-Cola Cooperation Partners B.I.G achieved its holding.
"The first year after the transition, we made a good start. Major brand products are double-digit rates of growth, sales growth has exceeded sales growth." Insider Coca-Cola China Industries Limited said the group hopes that the Chinese industry to become world's second largest Coca-Cola Bottling Group in the best company BIG.
"Water Forest Live" brand bottled by the Swire Group's operations, mainly covering South and East China market. "Sponsored by the ice dew Olympics And the Expo before the bottled water business group system in the production operation within the respective sales of relatively low-key. "Coca-Cola (China) Beverages Co., Ltd. Public Relations Services and the Communications Department official said.
"Coca-Cola formula in the carbonated beverage market franchise model to areas of non-carbonated beverages appears when partners called for greater voice of the delicate relationship." Insider close to Coca-Cola said that with the increase of non-carbonated beverage Coca-Cola business center of gravity tilt, the weights tend to their own group more favorable brand of bottled Coca-Cola apparently hopes to achieve control over the performance.
However, Coca-Cola Greater China, "Ice Dew" brand marketing manager Pangang Wei said, "ice Lucy" instead of "water forest live" and "Heaven and Earth" and more of its own performance relationship. "China's water market every year with about 10% speed increase, ice gel, higher than the growth rate, so Coca-Cola in China, the business of water several times higher than the whole industry." He also said exposed to this brand of ice now accounts for the proportion of the Chinese business system is about 10% of sales.
With "Ice Dew" smooth sailing compared to 2001 into the Shanghai market's "Heaven and Earth," which seems to swing the brand. The attempt to enter Juice Areas, to water, fruit juice and other efforts to diversify the direction of the brand in the juice business failed, began to gradually withdraw from first-line competition arena. Since then, the "Ice Dew" and "Water Forest live" is always pure water and mineral water areas play the leading role.
Now partners in order to maintain system stability bottled water and ice exposed live Mori Bottled water is still in eastern China's major bottled water stations and Pacific Group of sale system in parallel, Pangang Wei said that the water category in the market for future development plan is to have in the country Unity A brand is the ice exposed to this as the country's flagship brand, the water will slowly fade out the market Mori live. But this will be a transition period, we now have in some markets, you can still see the water forest live the brand.
However, the battle is still difficult. In pure water and mineral water market, the New Players Wahaha , Master Kong, Yi Bao and other brands have taken a fierce price war, both bottled water and bottled water, Coca-Cola To reflect the strong competitive differentiation does not seem easy. "Domestic prices of bottled water to have no profit with a low." Many staff and domestic store purchases Coke told reporters, but as a full product line as a group, Coca-Cola will not lose market share to competitors in this .
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