After two weeks of official commissioning of the major kilns at the production base of the rooster, the ice caps of the scrubbed local soda brand could no longer sit. 27 june
Journalists were informed from social platforms that 460 ml of large-capacity glass packaging had been introduced at ice peaks in recent days, with special reference to ice peaks 1948 and the “old chinese brand”, with a market retail price of 4. 5 dollars/bottle. The product is currently sold only in shaanxi. There's a comment under the ice peak account, "steal the big bottle faster," and there's a comment from the internet saying, "are you sure it's not going to increase the price?"
Industry analysts point out that ice peaks play with emotion and big packaging cards, mainly in the face of the impact of the brand of soda production in countries such as major kilns, pushing large bottles or a strategic choice. Price competition will intensify further as the market for sodas becomes more abundant。
Play the cards
According to the ice peak official social account, the classic orange 460 ml bottled version of glass from the espresso upgrade preserves guangxi's good-quality carbonized white sand sugar formulation, or the same old smell. At the same time, three new flavors of yogurt soup, apple-flavored soda and orange-free soda have been introduced in the ice caps。
It is understood that the official guide price for bottled soda at the ice peak of 460 ml is 4. 5 yuan/bottle, and is currently sold at the catering door, starting at $5. 00/bottle. Prior to this, in 2021, 500 ml of pet bottled at a retail price of $3. 5/barrel was published on ice peaks, and over $4/bottle sold online。
An xian consumer
According to the press, “the 460 ml glass bottle at ice peaks is currently rare in restaurants under the sian line, mainly based on the cans of e-la and 200 ml of glass bottles, and except for the fact that some small restaurants on the street are bottles of glass, which are cans at malls or larger restaurants. The price of $5 is acceptable, similar to that of a major kiln. But it is true that the volume is larger, and that a person cannot drink or leave without it is less likely to choose”。
In recent days
Journalists visited the shop, the convenience store and five restaurants such as pong huae-hee and triton, and found no reflection of 460 ml of glass bottled on ice peaks。
For the price of the new product and the areas where it is being distributed
Journalists contacted ice peaks by telephone and indicated that they would communicate with the relevant departments and that no response had been received as of the date of the submission。
The journalist also contacted the client at ice peak cat flagship, who indicated that he was not selling for the time being and that it was not clear for the time being whether there were online channels to buy them。
Large kilns create pressure
Visible humans can see that 460 ml of glass bottled from ice peaks is 520 ml of soda from the base kiln。
520 ml of glass bottles are sold in restaurants at a price of $4 to $6/bottles as the most common products of large kilns, such as orange nooses and guests of large kilns. In contrast, 330 ml of canning, common at ice peaks, is sold at around $5/bottles, with no significant advantage。
At camp shaanxi, ice peaks already feel the pressure of the kiln. On 4 june this year, the major kiln was officially opened at the beverage intelligence plant located in shaanxi po chicken, which is expected to produce 500,000 tons annually, one of all construction projects for the major kiln's drinking industry base in shaanxi. A total investment of 1. 26 billion yuan was made in the main kiln base, which included not only 500,000 tons of intelligent beverage plants, but also packaging bottle production lines and bottle-cover pallet production lines, all of which were completed after delivery and were expected to produce approximately 600 million yuan annually。
To the media, the superintendency of the large stewardship market has stated that self-built production bases are concerned with improving quality by addressing the standardization of product quality, and with meeting the need for economic responsibility and cost control, while maintaining distributors ' profits, providing consumers with high-value products. “a bottle product can cover only a transport radius of up to 500 km, which can cause losses at too far a distance and increase logistics costs.”
Large kilns not only apply pressure through standard product lines, but also introduce small-sized “small kiln fruit” layouts that break down the market. The product, which has been on the market since april 2022, is intended mainly for fixed consumer sites such as self-breasing pots, with a net content of 275 ml and six bottles sold by wholesalers at a price of around $21 and a contract of $3. 5。
Liu fai-tae, director general of the enterprise services centre for the great grinding
According to the journalist, “the settlement is currently done by unloading the goods, and the arrival payment is real time”。
In the face of product and channel shocks from large kilns, ice peaks choose price reductions. According to industry sources, on 20 march 2024, sian ice peak issued a notice of price reduction, advising dealers in the sian region to direct food and retail outlets to reduce the price of multiple products, such as orange soda, to $2 per bottle. At the same time, since the beginning of the year, ice peaks have been moving in the direction of breaking the circle, including the so-called young musicians competition, the qin music festival and the european cup。
The vice-president of the chinese business capital alliance, pa wenxi, stated that, in the light of a series of recent moves on ice peaks, ice peaks had been reduced and the product had been pushed into large bottles to attract more consumers and to adapt to changing market demand. These actions show the positive attitude of ice peaks in marketing and product innovation, as well as keen insight into market competition. From a consumer's point of view, large bottled products are easier to carry and drink, while lower prices can increase the price for sex and attract more consumers。
For its part, china's food industry analyst, chu danbong, stated that “the fall in the price of ice peaks has not actually helped much, since his main battlefield is in shaanxi, where he has a greater say and a higher market share. It is in the right direction to push large bottles in order to resist large kilns and hardweights, as value for money has become a primary consideration in national consumption choices. But how ice peaks move out of shaanxi and become nationalized is the top priority. Otherwise, there will be no much core competitiveness and moat to be a leader in shaanxi”。
The nationalization challenge
To date, seven major production bases have been established for the major kilns, namely, hot in inner mongolia, mount ningxia, liaoning shenyang, jilin qinghing, anhui zhengyang, xingxie zhou and shandong tai an. According to data disclosed to the outside world by the major kilns, there are now a wide variety of catering, supermarkets, retail and online channels, and over a million retail terminals have been set up in 31 provinces and autonomous municipalities, with more than 2,000 dealers under the flag。
As one of the main competitors in the major kilns, the main position on ice peaks is centred on the shaanxi region, irradiating the north-west provinces and more than 300 large and medium-sized cities in the country. According to the loan book disclosed by ice peak, the number of sales was around 350 as of the first half of 2021. Between 2018 and 2020, ice peaks accounted for 87. 44 per cent, 81. 73 per cent and 80. 23 per cent respectively。
Ice peaks used the slogan “nationalization”. At the 2024 conference of dealers, the director-general of ice peak brand operators deployed sales in 2024 “to keep an eye on year-round targets and constantly challenge oneself; national layout to capture priority areas; and comprehensive solicitation and enhanced market management”. At the same time, the director-general of ice peak brand marketing company, cory, presented the marketing plans for the ice peak, i. E. Tea, soda and large packaging products。
Pao weng said that it was very difficult to achieve nationalization of domestic brands, first, because the market environment and consumer taste varied greatly from one region to another, which made it necessary for brands to devote more time and effort to market research and product development when entering new markets in order to adapt to local market demand; second, there was a gap between national brands and international brands in terms of brand visibility and reputation, which also placed them at a disadvantage in market competition; and, again, the use of soda as a fast-release product, with lower levels of maori, lower unit values and higher product weights limiting the economic radius of product sales, and nature also affected the nationalization of products, unless there was a strategic multi-point production base in each region; and, lastly, the existence of national brands in production technology and supply chain management, which also affected their market competitiveness. Therefore, the nationalization of domestic brands requires continuous efforts in product development, branding, production technology and supply chain management to improve their competitiveness。
The director-general of the guangjia industry, chen fanxia, indicated that competition in the beverage industry was currently intense and the head-to-head effects were becoming more visible. Ice peaks, as a locally recognized brand, can only respond passively to competition when they fail to highlight their unique value positioning and sustain brand-building and loops. In the light of the prevailing trends in the beverage industry, consumer demand is more of a quality price than of a single price, and larger packaging is more of a choice of specifications。
Chen added that the main reason why local soda brands are more difficult to penetrate the national market is twofold. The first is the need to invest equivalent communication resources for national brand exposure and cognitive development, which are more expensive than most. The second is the exploitation of limited-channel shelf resources, with the rise of local brands implying the downside of other international and national brands, and the creation of the resources and relationships that are being spent。
Focus on co-benefits and access to opportunities
