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The main problems and strategies faced by Chinese domestic sports drinks

http://finance.sina.com.cn/wm/2018-07-31/doc-ihhacrce1119937.shtml
Sports drinks are developing rapidly in the Chinese market, but in order to continue to occupy the beverage market, the following problems need to be overcome:

1. Brand products are not targeted
Most of the sports drinks in the Chinese market are mainly supplemented with energy, vitamin supplements and anti-fatigue. These brands lack a systematic situation for a certain sports group during the whole exercise process, which is the demand for products. Degree has an impact. At present, there are many brands of sports drinks in China, and the functions are mostly similar. Therefore, when consumers choose functional beverages, they will choose blindly according to the taste or the premise of the product, thus affecting the sales volume of the products.
1b. Strengthen publicity to raise people's consumption concept of sports drinks
The development of China's sports beverage market is still not perfect, and the propaganda is not enough. This will lead to resistance to sports drink consumption or potential consumer psychology. Especially in the “misleading” propaganda of sports drinks, many people even make mistakes. It is believed that sports drinks can supplement all the nutrients the body needs. However, scientific research has proved that sports drinks can only play a role in further supplementing nutrients, and it is impossible to completely replace the nutrients that the human body takes from food. Enterprises only strengthen publicity, so that people's awareness of sports drinks can be further improved, and fundamentally understand the role of sports drinks on sports people and increase sales of sports drinks.

2. Single product sales channel
China's sports beverage sales channels are relatively simple, mainly including shopping malls, supermarkets, convenience stores or fitness venues. There are almost no other sales channels. As the sports drink consumer groups increase year by year, they face increasing numbers. Consumers, a single sales method can no longer meet the consumer's purchasing power.
2b. Enrich sales channels to facilitate sports crowd consumption
The increase in Chinese consumption of water products is accompanied by a variety of purchase methods. Since China is a big online user, online sales for consumers to purchase at any time will greatly increase sales. There is also a sales method in foreign countries that is self-service vending machines for sale, which is convenient for consumers to choose to purchase.

3. Promotional promotion of sports drinks
The investment in marketing of sports drinks in China has not increased much in the past year compared to other beverages. This has led some companies to produce new products that are unknown and unattended.
3b. Grasp the promotion during the peak season and increase the profitability of the company
How to enhance the sales of the company during the peak season, promotion is a necessary means, there can be discounts, lucky draws, or provide large-scale entertainment projects, using the consumer's psychology to promote the company's turnover.

4. Unreasonable product price
The price of sports drinks is generally high. Sports drinks need to add different nutrients in the production process. The functional factors lead to higher production costs, which will ultimately be reflected in the purchase price of consumers. Some manufacturers are more eager to pursue price and interest, and the price is not reasonable. These should affect the sales of the product's market.
4b. Adjust product prices to adapt to market development
Product price
The impact of the product is great. Within the enterprise, pricing is mainly affected by marketing objectives, production costs, and competition among enterprises; externally, economic factors such as inflation increase costs. In the price adjustment strategy, market pricing should be segmented and there are different prices at different sales locations.

5. Foreign sports drinks are highly competitive
The entry of foreign sports beverage brands into the Chinese market is earlier than that of local sports beverage brands. The consumer market for foreign products also occupies a large proportion in the domestic market, and the price is not very high. Chinese consumers also recognize it, which makes China Domestic sports drink products face greater competitive pressure, which affects the sales of sports drinks in China
hi tiger & Gatorade 
5b. Improve product quality and enhance corporate competitiveness
The problem caused by the current food safety in China's food industry is that people are resistant to domestic brands. Therefore, if the quality of the product in the sports beverage industry raises doubts about consumption, it will have a serious negative impact on the market. Strengthen the quality supervision in the production process, so that the products produced by the company have reliable security guarantees, in order to face fierce market competition.


In summary, China's sports beverage marketing market is facing enormous opportunities and challenges. The opportunity is that China's sports beverage market is still not perfect. The main products are from abroad. China wants to build a sports drink product of its own and improve the types of products in China's sports beverage market. Expand the market, increase the visibility of products, and increase consumer choice opportunities. The challenges faced by Chinese domestic sports drinks are mainly due to the low level of foreign famous brands and domestic sports drink production technology and the low level of foreign sports drink production technology. The Chinese sports drink brand is new, and consumers lack understanding of products. The development of sports drinks in China still needs further publicity and promotion to improve product quality.
Jiali ZHU
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