困在全球化模板里？欧美饮料与中国消费现实的断裂

Core Insights - The traditional advantages of Western beverage giants in the Chinese market are diminishing as new distribution channels disrupt established models, necessitating a multi-faceted adjustment strategy [1] - Brands must establish independent R&D and decision-making systems in China, introduce more natural and scenario-based products, and optimize supply chains to balance scale and flexibility [1] Group 1: Market Dynamics - The rise of snack wholesale stores and live-streaming e-commerce is reshaping consumer purchasing behavior, with predictions indicating that the number of snack wholesale stores in China could reach 45,000 by 2025 [3] - The new generation of consumers, particularly Gen Z, prioritize practical value and real experiences over brand prestige, leading to a decline in the preference for carbonated drinks [3][7] Group 2: Product Development Challenges - A leading beverage brand in China experienced a significant decline in sales due to slow product iteration and failure to adapt to the market's shift towards sugar-free options, with sales dropping to approximately 5 billion yuan by 2020 [5] - Another brand faced growth challenges due to a lack of new product launches, with only 48 new products introduced in 2017, averaging less than three per category [5] Group 3: Innovation and Adaptation - Local brands are rapidly launching new products, with one brand introducing over ten new flavors and specifications in the first half of 2025, showcasing agility in responding to consumer trends [6] - Multinational companies need to establish R&D centers in key markets like China to shorten decision-making cycles and respond quickly to local demands [6] Group 4: Consumer Preferences - The preference for carbonated drinks in China has dropped to 7%, with health consciousness driving consumers towards sugar-free and natural ingredient options [7] - The functional beverage market in China is expected to grow at a compound annual growth rate of approximately 8.3%, reaching a scale of over 166.5 billion yuan by 2024 [8] Group 5: Supply Chain and Production - Traditional large-scale production lines are struggling to adapt to the increasingly diverse consumer demands, leading to a need for flexible production capabilities [9] - Local brands are leveraging agile manufacturing models to quickly adjust production strategies based on consumer feedback, contrasting with the slower response times of multinational companies [10] Group 6: Cultural Resonance - Western brands that once thrived in China are now facing challenges as consumer motivations shift from admiration of Western products to a desire for local identity and emotional connection [11] - Brands need to engage with local subcultures and values to resonate with younger consumers, moving beyond simple localization strategies [12] Group 7: Strategic Shifts - The trend of acquiring local brands has shown mixed results, with many multinational companies struggling to integrate operations and achieve sustainable growth [14] - Future strategies should focus on building an ecosystem of complementary innovative brands rather than relying solely on financial acquisitions [15] Group 8: Innovation Mindset - Many multinational beverage companies are adopting a defensive innovation approach, responding to market trends rather than proactively exploring new opportunities [16][17] - To regain competitive advantage, companies must shift towards exploratory innovation, focusing on emerging beverage categories and consumer preferences [18]