A Cup Of Soya Bean Milk Caused The World To Compete.

Fresh soybean milk originated in China. It is said that Liu An, a Huainan king in the Western Han Dynasty, invented it.

"Compendium of Materia Medica" records: "soya bean milk, the benefit of gas and water, to make all kinds of wind heat, to solve all kinds of poison."

So far, this cup of soya bean milk has spawned a huge market. The Research Report on the development trend of China's small household appliances in 2008, released by the household electrical research group of the State Council Development Research Center, said that after the two big gold mines of the microwave oven and the induction cooker were dug out,

A cup of soya bean milk

Compared with the meager profits of traditional household appliances, the profit margins of small household appliances are often between 15% and 30%, which has led to the entry of numerous manufacturers.

At present, there are nearly 100 brands of soya bean milk machine in the market, and more than 20 of them occupy the first line market, but most of the market share is in the hands of a few large brands.

Statistics show that at present, Joyoung, a leading industry leader, occupies nearly 80% of the market share, and the rest of the market is divided by Donlim, Midea, Galanz, SUPOR, OUKE and several other brands.

Joyoung: in 2007, Joyoung occupied 80% of the market share and firmly occupied the position of the first brand in the soybean milk machine industry.

The sales of Joyoung soya bean milk machine in the first half of 2009 exceeded 1 billion 740 million yuan, an increase of 63.13% compared with the same period last year.

At present, Joyoung's position in soya bean milk machine industry can not be shaken in the short term.

On the one hand, Joyoung is the founder of the consumption of soybean milk machine in China, and has strong brand appeal in the soybean milk machine industry. Specialization and technology advantages also help maintain the leading position of the soya bean milk machine market. Joyoung also has outstanding performance in sales channels, business philosophy, brand communication and network marketing.

In contrast, soybean milk machine colleagues, basically no enterprise can catch up with Joyoung's innovation.

In view of later competitors, Joyoung can focus on the new products launched by competitors, and launch targeted technology and new products to block the latecomers. This is very important for maintaining the advantage of absolute monopoly.

Mei: from the first half of 2009, the United States announced its march into the soybean milk machine market. The main innovation, fashion and health brand has introduced 15 new soybean milk makers, and has developed new technologies that are convenient for consumers to use without NetEase cleaning and free foam beans. It claims to be the third revolution of soya bean milk machine.

The United States also announced that it invested 300 million yuan to build the world's largest production base of soya bean milk machine. There are 4 production lines of soybean milk machine in the industrial park, with an annual capacity of 30 million units.

Within two years, it will achieve sales of 3 billion yuan and win 35% of the market share.

Mei's position in China's household electrical appliance industry is beyond doubt. Its scale manufacturing, rapid replication capabilities and powerful financial backing have obvious advantages; the brand stores in the United States have reached more than 3000 nationwide, forming a fast production and marketing operation channel.

As a new entrants, the United States can not pose a substantial challenge to Joyoung in a short time. But relying on the strength of production and the strength of brand and channel, the effective marketing innovation of the United States is obvious to all. After two or three years, the competition between them is expected to come out.

Donlim: Donlim entered the soybean milk machine market in 2007, adopted a low price strategy, nibbled the Joyoung market, and launched the "home-made and comprehensive nutrition" homemade beverage culture. The concept of "full drink" was introduced, and the "fruit soybean milk machine" was not only a soya bean milk maker.

The emergence of Donlim fruit soya bean milk machine has improved the situation of the single species in the beverage market to a certain extent. It creatively combines the soya bean milk machine, the juicer and the electric kettle into three parts. It can not only boil water, beat soya bean milk, squeeze juice, but also produce functional nutritious beverages with various flavors.

The Donlim fruit soybean milk machine upgraded the daily beverage to the height of the beauty and health drink and drew the distance from the canned beverage.

OUKE: OUKE actually entered the market of soya bean milk machine very early. The main selling points were "gathering technology", no net washing, anti throwing technology, and at the same time, it claimed that it had integrated the functions of dry beans, wet beans, grain nutrition paste, fruits and vegetables.

But on the whole, OUKE has not established a strong position in this respect, but on the contrary, it is showing signs of surpassing beauty and Donlim.

PHILPS: foreign brand PHILPS, after marching into soya bean milk machine, is actually commissioned processing.

PHILPS soya bean milk machine mainly depends on the technical advantages of the juicer and the brand influence of foreign brands, occupying a seat in the small household appliance market.

Compared with the three giants in the soya bean milk machine market, PHILPS's localization advantage is not very obvious, and channel construction is also relatively lacking.

Pursuit of differentiation and casting

How will the soybean milk market be developed in the next 3 years and 5 years, and how will the competition pattern change?

The current market pattern has been broken sooner or later. In the future, there may be three kinds of market situations: one is that Joyoung will continue to be independent, but the share will fall to about 60%, such as the United States, Donlim and other entrants to share the other share and form the competitive pattern of the microwave oven market; two is a balanced oligopoly competition market pattern, the market share of the Joyoung soya bean milk machine falls to about 30%, and the 2~3 market share is around 20% of the competitors; the three is that the market share of the Joyoung continues to remain about 80%, the probability of this situation is relatively small.

At present, some investment forces or small household electrical appliances enterprises are crying out to catch up with Joyoung. In fact, they are caught in a misunderstanding. How can we go beyond Joyoung's road? Now, when we mention soya bean milk machine, Joyoung has the highest brand recognition.

In order to replace Joyoung in the market of soya bean milk machine, we need to find differentiation in brand, product and marketing. On the product, it can be the integration of soya bean milk machine and other small household appliances. It can also be the differentiation and upgrading of soya bean milk machine in function, and it can also diversify the taste and nutrition elements of soya bean milk.

In marketing, it can be a different lifestyle of soy milk. It can find differences in the way of popularization, do more in-depth in the terminal links, and have a better way in after-sales service.

In this way, the key pole of the soybean milk machine market can be cast again.

Consumption change

The use of soya bean milk machine is more and more simple and convenient, which enables consumers to supplement their own nutrition at home and eat Roughage of coarse grains into everyday life style, which is easy and convenient and full of cooking fun.

In the hands of many people who will live and taste, soya bean milk machine has become a creative "nutrition refueling machine". They do their own daily DIY different styles, different flavors of five grain soya bean milk, and share with their families.

For example, in the hot season, make a cup of mung bean paste to clean up the fire for the whole family. Children have to take a test, make a cup of walnut and wolfberry and make brain bean milk.

Using soybean milk machine to DIY their own wild nutrition, can become Chinese people's own fashion healthy lifestyle, become a symbol of quality life.

Just like when Westerners get along with relatives and friends at home, the feeling of grinding a cup of coffee and a glass of red wine is far from being compared to the fast food culture of a pack of instant coffee or a tin of beer.

The realization of the above scenario will put forward higher requirements for the versatile and convenience of the soybean milk machine, such as the operation and maintenance of the machine, and the taste of soya bean milk.

At the same time, it involves the two levels of demand diversification and market maturity, including requirements from health and nutrition, and homemade soya bean milk as a kind of leisure and elegance, and eventually become a habit in daily life.

Gradually, the high and low end market will form two categories of mature and immature consumer groups. They will show different characteristics in the process of buying and using soya bean milk machine.

For example, when mature consumers buy Soya bean milk machine, they will choose products with brand awareness and good reputation, value proposition and grade taste suitable for themselves, and tastes diversified and functional diversification, while not mature consumers will still be in a relatively blind buying state, and will be influenced by the push and pull of manufacturers in marketing.

Even soya bean milk machine will be further promoted to the rural market, especially in the process of more and more rural residents becoming richer and city life style infiltrating into rural areas.

Judging from the brands currently in the market of soybean milk machine, manufacturers are undoubtedly exploring these needs, and strive to achieve new progress in the new consumer demand training and the original demand for consumption, so as to gain a new leading competitive advantage.

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Differentiation of technology and products

The rapid development of soya bean milk machine market has much to do with improving the convenience of soya bean milk machine innovation.

The earliest soya bean milk machine can only drink soya bean milk through several processes such as soaking beans, grinding, filtering, and then pouring out and heating. After that, it will take about 1 hours to clean soya bean milk machine.

Inconvenient has become the biggest obstacle to market growth.

After several major technological innovations, the soya bean milk machine has greatly improved its convenience.

The new soybean milk machine introduced by the big brands of these patent technologies can not only make soya bean milk with dried beans and wet beans, but also can be completely completed in 20 minutes from production to cleaning.

Donlim, Midea, OUKE and other enterprises have made obvious changes in technology and product differentiation, such as OUKE's "gathering technology", OKW-800P1, OKW-750K2 and other models have dry beans, wet beans, five grain nutrition paste, fruit and vegetable mixing function; and the United States' "no net power eddy current technology" soya bean milk machine, has produced the third generation of "no net soya bean milk machine" concept; Donlim basically in the main push "fruit soya bean milk machine", not only can make soya bean milk, but also can boil water, make peanut milk, corn juice, fruit juice, add a dedicated tap in the cup body, the soybean milk machine's multi-function and convenience has been significantly improved. At first, basically, only Joyoung devoted special forces to intensive cultivation in the soybean milk machine market, aiming at upgrading technology and products, and successively since then.

There are other ways to differentiate products in enterprises. These measures will lay a foundation for enriching the market of soybean milk machine, promoting the maturity of consumption habits and establishing a market.

Marketing strategy differentiation

For those who came later, how to go beyond the promotion on the basis of Joyoung is a test.

The emergence of the brand of soya bean milk machine can not be separated from the marketing strategy of "marketing four forces", which takes marketing creativity as the core, marketing communication and network as support, marketing execution as the guarantee, and ultimately produces dynamic marketing force.

The following are dissected according to the four forces.

To break the competition pattern, we need creativity first.

"Creativity" is to refuse mediocrity, break the Convention, break through Chen Xi, make marketing become cooler, make fame more loud, and make product sales more smoothly.

In the current promotion of soybean milk machine, it is also facing new product concepts and selling points, as well as the innovation of promotional activities, such as "healthy", "happy" and "savoring", and refining new selling points from technology, looking for highlights from the lifestyle advocated by enterprises in order to impress consumers.

This differentiated strategy of creativity will be the "leader" in breaking Joyoung's dominance.

In the current soybean milk machine market, several larger brands have made some articles on marketing creativity. For example, Donlim has launched many concepts such as "drinking culture", "health guard" and "family beverage center" around the "fruit soybean milk machine".

If execution is not thorough, it will be difficult to achieve results.

Creativity is not only satisfied with the new strategy, but the most important thing is to put it into action.

For small and medium-sized household appliances and small household electrical appliances enterprises who enter the soya bean milk machine market, if they are only tasted in products and marketing, they will not get much benefit or even lose money in the market.

For those companies who claim to invest heavily, if they have already established such a strategy, it is necessary to stick to their implementation.

Even now some home appliances or small household electrical appliance enterprises have issued bold words, but if there is a lack of execution, they will only put the plan on paper, and can not be carried out in the links of technology upgrading, promotion and terminal.

Brand penetration through communication

Communication power is the first step in testing the value of promotion plans and programmes.

At this stage, enterprises enter the soybean milk machine market. If we want to get the advantage in the forefront, we must be prepared for a protracted war. If the cost control is improper, it may aggravate losses. Because of the demand for profit, the product line of soya bean milk machine may not be able to persist for a long time. Therefore, at this stage, we should establish the brand awareness with the lowest cost and the fastest speed, and cultivate the brand reputation, which is very critical for our competitors.

And this communication is achieved by the first two forces. One is the topic of brand dissemination and penetration, the two is media channel resources, the three is the degree of interaction, and the four is the resonance between the concept, connotation and residents' needs.

In terms of the market of soya bean milk machine, the communication strength of Joyoung still maintains the strongest trend, whether it is media channels or Internet channels, including the display of terminals.

The United States also has some moves, but it still has some limitations in strategy. It has not launched sustainable activities for soya bean milk machine. Its efforts in network news marketing are very weak, and the display of terminals is not vivid enough.

Three force ensemble, magnifying force.

The final marketing plan and plan of the enterprise are all aimed at enabling the enterprise to gain popularity while gaining market share and rapid sales growth.

Whether the competitor in the soybean milk machine market can break the monopoly market share of Joyoung 80% lies in the final sales situation.

While the selling power comes from the creative power, executive power and communication power in the front, the practice of some enterprises now, apart from the advantage of the original channel, is mainly on the news and marketing, but in fact, it is far from enough.

A battle of integrated marketing is bound to be inevitable. Especially with the help of e-commerce and network marketing, it is imminent to establish new competitive positions. After this war, there may be oligopoly that has kept the soybean milk machine market balanced for quite some time.