national trend innovators enter the energy drink market, and the "big devil" leads the post-wave era
2024-09-17
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in recent years, with the continuous improvement of material life, consumers' demand for health has reached a new high. especially after the epidemic, people are more eager for energy drinks with certain effects, and the huge blue ocean has also attracted more companies to enter the market. however, due to the serious homogeneity of products, the competition in the industry has become increasingly fierce in recent years. against this background, the "big devil" has entered the market with innovative formulas, empowering health and leading the post-wave era.
the front wave is weak, and undercurrents are surging under the blue ocean
there is no doubt that china's functional energy drink market is developing rapidly and has a bright future. however, beneath this seemingly calm blue ocean, there are actually torrents and challenges. with the continuous emergence of many new brands, they are impacting the leading brands in the market with a vigorous momentum, and the industry's competitive landscape is undergoing profound changes. behind this fierce battle between new and old brands, an industry pain point that needs to be solved urgently is highlighted - product formulas are similar and the sugar content is generally high.
in an interview at a supermarket, mr. li, a consumer, said, "i drink energy drinks commonly found on the market, and they all taste strangely sweet. i wonder if a lot of sugar is added to them." mr. li is not the only one who feels this way. mr. jiang, a consumer, also said, "i can't drink them often. i feel like a lot of sugar is added to them. i'm afraid that drinking too much will be bad for my health, but there's nothing i can do. all products on the market are like this."
why do the energy drinks commonly seen on the market have a strange sweet taste? some practitioners said that in order to achieve the effect of anti-fatigue, the energy drinks commonly seen on the market now usually add ingredients such as taurine and inositol, which will make the taste of the drinks worse. in order to improve the taste, several leading energy drink brands choose to add a lot of additives, sugar and preservatives. in order to quickly enter the market, it is inevitable for latecomers to copy the "homework" of leading brands.
it can be said that the "strange sweetness" also reflects, to a certain extent, the slow iteration of energy drink products, relatively simple product structure, and similar formulas. the energy drink market urgently needs a catfish to make the market alive, and the "big devil" is obviously this catfish. its product innovation uses a 0 sugar, 0 pigment, and 0 preservative formula, which can not only ensure the taste of functional drinks, but also will not burden health, making it safer and healthier.
the new wave is coming, and the "big devil" subverts the market
the original meaning of "big devil" comes from the chinese ancients' nickname for a certain mysterious energy. choosing "big devil" as the brand name implies that we can stimulate the potential energy in everyone, so that everyone can burst out their best strength and reach their own "big devil" state full of energy. since its establishment, "big devil" has always adhered to the original intention of "born for the chinese people, creating energy drinks more suitable for the chinese people", positioning the product as a "vitamin energy drink", and is committed to protecting the health of the chinese people.
copying the "homework" of leading brands is obviously not in line with the personality of "big devil". it is not a way out for latecomer brands. as a new energy drink brand in china, "big devil" conducted in-depth market research at the beginning of its establishment, and quickly formulated a growth path by analyzing massive amounts of data - no copying, continuous innovation, and long-term sustainability for the spirit of the chinese people.
consumers are paying more and more attention to healthy drinks. according to a survey, more than 80% of consumers consider the health attributes of products when purchasing beverages, while this proportion was only about 50% a few years ago. therefore, in terms of formula, "big devil" focuses on the problem of current formula homogeneity, combines the chinese people's demands for energy and health, and innovatively adds 12 chinese health essence ingredients such as oyster peptides to the product, and innovates the formula to create an energy drink that is more suitable for the chinese physique. this also perfectly demonstrates the brand proposition of "big devil" "drink big devil for health and endurance".
in terms of taste innovation, "big devil" abandons the piling up of traditional flavors, carefully extracts natural essences, and conducts in-depth research on the relationship between various ingredients. at the same time, it uses big data to analyze consumers' taste preferences, thereby creating innovative flavors that are in line with the public's aesthetics while retaining individuality.
the future has arrived, and the "big devil" has innovated marketing methods
at present, the homogeneity problem in the energy drink market exists not only in formula, but also in marketing. most brands gain value recognition by binding to specific professions. for example, red bull is bound to extreme sports, capturing a large number of sports enthusiasts; dongpeng is bound to express delivery personnel and truck drivers through offline activities, and so on.
as a cutting-edge brand, "big devil" is not limited to a specific profession or type of enthusiast. instead, it sets its sights on young circles and accurately positions itself in the young consumer group. through diversified marketing methods such as social media and online and offline linkages, it establishes a deep connection with young consumers and becomes their energy partner in pursuing their dreams and challenging themselves.
at the same time, "big devil" cleverly incorporates traditional chinese cultural elements into its products and peripheral designs, and presents them in an innovative way. in terms of appearance design, it innovatively combines national trend elements with energy drinks, which not only shows the youthful vitality of the brand, but also conveys the spirit of a young brand to "be the chinese people's own energy drink", which naturally wins the favor of young consumers.
since its launch, the "big devil" energy drink has quickly stood out in the market with its healthy concept and national trend genes, and is especially popular and respected by young consumers. consumers generally believe that "big devil" not only accurately meets their needs for instant energy supplementation, but also reaches new heights in health quality and taste enjoyment, providing a brand new experience.
the launch of "big devil" not only enriched consumers' choices, but also broke the single pattern of the traditional energy drink market, activating the industry's innovative vitality like a "catfish". this change has promoted the transformation of the energy drink industry towards healthier, more diverse flavors and higher quality standards, injecting unlimited new impetus into the future development of the industry.
in the future, with the continuous improvement of health awareness and consumers' pursuit of high-quality life, the energy drink market will continue to grow. as a pioneer in the industry, "big devil" will continue to lead this trend, meet consumers' diversified needs for energy drinks with continuous innovation and excellent quality, and jointly open the new era of the energy drink market.
