Domestic and foreign troubles Guangxi packaged drinking water faces a reshuffle
Guangxi drinking water enterprises compete with each other at low prices to "fight a civil war", resulting in "killing 10000 and losing 3000", with few famous brands. Foreign brands that have been eyeing the Guangxi market are seizing the opportunity to seize the opportunity to seize the market. Facing the market access threshold of Guangxi's drinking water industry next year, where is the future development of Guangxi's water industry in the midst of domestic and foreign troubles? This is a practical problem that local drinking water enterprises in Guangxi have to face. But one thing is certain: Guangxi bottled water will be reshuffled
foreign invasion half of the local water industry "fell"
when drinking water enterprises in Guangxi compete for the market with low prices, domestic and foreign drinking water enterprise giants quietly entered. In the spring of 2001, Hangzhou Wahaha Group successfully took a stake in a beverage enterprise in Guilin. Driven by the huge investment of 180million yuan, a few months later, the purified water production base of Wahaha Group in five southeast provinces of Guangxi began to operate. Under the strong offensive of "Wahaha", Guangxi's local drinking water brands quickly retreated
compared with the strong intervention of "Wahaha", Guangdong's "yiqianjia" entered the Guangxi market relatively low-key after the subsidy fell. In April this year, the company cooperated with an enterprise in Hengxian County to invest heavily in the development of natural mineral water in Baohua mountain, Hengxian County. Two months later, the company's barreled mineral water quietly entered the Nanning market. Drinking water industry giants such as "Nongfu mountain spring" in Zhejiang and "robust" in Guangdong have also landed in Guangxi
according to an authoritative statistics on the ranking of the output of provinces (cities) of packaged drinking water in China from January to November 2002, the output of packaged drinking water in China totaled 10000 tons, with Zhejiang and Guangdong ranking first and second respectively, accounting for 32.21% and 19.53% of the national drinking water in the same period. Guangxi, whose geographical environment and water resources are no worse than those of Zhejiang and Guangdong, ranks 26th. The output of packaged drinking water in Guangxi is only 21.122 million tons
the data also shows that half of the drinking water market in Guangxi is basically occupied by foreign "invaders". "The threat to Guangxi market is far more than that. International giants such as Coca Cola, Danone and Nestle have also been eyeing it." A local industry source in Guangxi told me
internal worries half of Guangxi's enterprises are sad about the "QS" pass
compared with Wahaha and other provincial drinking water giants, Guangxi's local drinking water enterprises have to face up to their weaknesses. A person in charge of a well-known enterprise in Guangxi who has visited the "Wahaha" production base sighed: "there are less than five mineral water manufacturers in Guangxi with a daily output of 4000 to 5000 barrels, and the output of the" Wahaha "production base in Guilin is several times this figure."
it is understood that Guangxi's drinking water industry has experienced more than ten years of ups and downs, from several production enterprises in the early stage to nearly 200 now. The enterprise has developed from a simple workshop type production workshop to the current garden type modern large-scale drinking water production base, from a single mineral water variety to purified water, natural spring water, minerals and various functional drinks. The production form has also gradually changed from simple loose type to scale intensive type, and the products basically cover 95% of the 90 counties and cities in the region. But another reality is that the quality and scale of bottled (barrel) drinking water in Guangxi are still at a very low level on the whole
according to the requirements of the Bureau of quality supervision of the autonomous region, Guangxi drinking water (mineral water, natural spring water, purified water) products are listed in the third batch of eight categories of food market access scope this year, which should be adjusted or cleaned in the first half of next year. Market access will be officially implemented in Guangxi water industry for half a year, and enterprises that have not passed the "QS" certification will no longer be allowed to produce. It is learned from the relevant training activities on market access organized by the quality supervision department that many enterprises have felt great pressure. According to relevant professionals, a qualified mineral water production enterprise, including plant and equipment, needs more than 2million investment, and a purified water production enterprise needs more than 1million investment. It is almost impossible for dozens of small enterprises in Guangxi with an investment of about 100000 yuan to complete the transformation to meet the standard. Industry insiders estimate that although 80% of enterprises will apply for market access assessment, only more than half of enterprises can really pass the "QS" barrier of regularly checking the screws in the jaw, and the rest can only accept mergers or exit the market
prospect reshuffle is conducive to strengthening local brands
in the face of domestic troubles and foreign aggression, some local drinking water enterprises in Guangxi will be eliminated, but it is also a good time for some well-known enterprises with large market share in the region to become bigger and stronger. Some enterprises have prepared for a rainy day, planned a development blueprint, and began to impress consumers with confidence and quality to build Guangxi's local "water aircraft carrier"
in order to improve the water quality, "Liang marshal", a leading enterprise in Guangxi's local purified water industry, invested more than 5 million yuan to build a 10 ton/h purified water production line near Nanning Chendong water plant, making the production capacity of the enterprise reach 25 tons/h, and the production capacity nearly doubled. The control of new production equipment is digitalized and informationized, and the reliability and safety of product quality are greatly enhanced. Recently, the new plant of the enterprise has been built, and the installation and commissioning of the new production line is in full swing. The new products are expected to be put into production during this year's Folk Song Festival and the South China International Expo
this is not the only action of the enterprise with good damping performance. According to relevant sources, the enterprise is also considering contacting a similar enterprise with high-quality resources in the region for strong alliance
some new enterprises with obvious resource advantages also seize the opportunity to prepare to catch up. Taking advantage of the resource advantages of Rulai spring, a large precious and high-quality natural spring just discovered by national geological and mineral experts, the newly established Shanglin Rulai spring water industry company took market access as the standard as soon as it was launched, with a total investment of 5million yuan, built and installed two production lines of barreled water and bottled water. After completion, the barreled water production capacity of the plant will reach 10000 barrels per day, and the bottled water production capacity will reach 100000 bottles per day, At that time, it will become one of the top drinking water production enterprises in the region. It is understood that many well-known drinking water enterprises in the region, such as chahuashan in Guangxi and Nanning Wanquan food and beverage company, have also made moves in the near future and are considering strong alliances
after the implementation of market access, the market competition has shifted from product competition to brand competition, from direct competition for customers to competition for sales terminals and creating customer value, from price war, advertising war and other single forms of competition to high-level competition to improve the technical content and added value of products. Relevant experts believe that the entry of foreign brands into Guangxi has formed a certain pressure on the development of local enterprises, but they are also "masters" - many business experiences are worth learning from Guangxi. For example, foreign drinking water enterprises have set up 24-hour water delivery services to improve service quality, use patent barrels to prevent black barrels from entering the market, and spend a lot of money to open direct sales stores and exclusive stores to build brands, which are worth learning from Guangxi enterprises
for the development prospects of drinking water enterprises in Guangxi, Yang Guogao, Secretary General of the natural mineral water professional committee of Guangxi mining association, expressed optimism: "Guangxi has good mountains and water, and the resources of high-quality mineral water and light spring water are also among the best in the country. It has great advantages in developing the water market, but at present, the brand of Guangxi has not been established. As long as everyone works together to publicize the healthy water in Guangxi, there should be many opportunities for the development of Guangxi enterprises."