标签： 苏州快餐200半夜500

AuthorWhat is it?Lele

Editor: Zhu Tian

Review:Single, ZZ

Source:New Consumer Intelligence Tank

It was as if the large kiln drink had gone viral overnight.
Walking into the hot barbecue stall, hot pot restaurant, and street food stall, the flower arm brother held the big kiln and stepped on the box to drink. Next to the freezer, rows of big kilns with ice mist were neatly displayed; in the subway and on the elevator, its advertisements were everywhere, "Big soda, drink big kiln", which had the same level of magic brainwashing as "You love me, I love you, Mixue Bingcheng sweet", like a virus "spread".
In February 2022, the big kiln soda smashed money to win the actor Wu Jing. Wu Jing held the image of the big kiln soda and held a lot of northern tough guys.This small sweet water, which came out of Hohhot, Inner Mongolia, has successfully "broken through the circle" in the beverage market.
Image source:Dayao official Weibo
Relevant data show that in 2022, the size of our country’s beverage market reached 2478.0 billion yuan, of which carbonated beverages accounted for 55.0%. In China’s carbonated beverage market, Coca-Cola and Pepsi occupied most of the share.
In recent years, the rise of domestic products and the national tide has injected a trace of vitality into the domestic soda brands that survive in the cracks, but almost all domestic beverages have not been nationalized. Under such a difficult situation, the large kiln has successfully broken out of Inner Mongolia.
In 2022, Dayao handed over a rather eye-catching report card, with 3.20 billion annual sales, killing a number of domestic soda brands in seconds, and becoming the invisible king of the track.
Killing the crazy kiln, conquering the city and territory in just a few years, relying on the wild road of "killing others". ButThe new consumer think tank believes that although the large kiln is successful, it should not be touted yet. The large kiln with obvious ceilings still cannot afford the banner of domestic soda.

Radical expansion, Dayao made a few moves "wild chess"
Xu Rong, who opened a barbecue restaurant in Hangzhou, disliked Dayao soda at first.
Her restaurant specializes in barbecued meat and some local dishes, and the price per customer is around 100 yuan. In the summer of 2021, when the store opened, the liquor agent recommended Dayao soda. At first, she thought that the appearance of this beer was similar, and the sweet water without juice content was not easy to sell. The only attraction was the high profit.
"At that time, many customers in the Hangzhou area had not heard of this drink. After trying a few cases, they did not expect to perform surprisingly well. Now Jianlibao, Dayao and Jiaduobao are the three drinks with high sales in the store," Xu Rong told the New Consumer Think Tank.The reason why the kiln sells well is that its "must kill skill" is its 500ml capacity and the price of less than ten yuan.

Image source:Dayao official Weibo

This sentence points out the essence of the expansion of the kiln – first, the price is low and the capacity is huge; second, it is rooted in the catering channel, which keeps the cost very low and benefits dealers and end point merchants at all levels.

According to the data, Dayao was formerly known as Hohhot Bayi Beverage Factory, which was founded in 1983. It was officially renamed Hohhot Dayao Food Factory in 2006 and upgraded to Inner Mongolia Dayao Beverage Co., Ltd on December 21, 2016.
Since then, Dayao has been active in Inner Mongolia for a long time and has a certain reputation in the local area. In 2018, Dayao began its national layout and successively established production bases in Inner Mongolia, Ningxia, Liaoning, Jilin and other northern regions.Today, its products have covered hundreds of thousands of end points in 31 provinces and autonomous regions.
Out of the northwest to grab the site, the big kiln gives consumers can not refuse the price. Horizontal comparison tea industry, Mixue Bingcheng fire, is that it hit the price of milk tea down, and throughout the market of domestic soda players, there are brand play feelings, brand innovation taste,The loopholes drilled by the big kiln are capacity and price.
The price of 248ml glass bottles in Arctic Ocean varies in most supermarkets, convenience stores, restaurants and other channels, with an overall retail price of 5 yuan or more; the price of 275ml soda in Hankou No. 2 Factory in Ole, Hema and other supermarkets is up to 9.8 yuan a bottle.
The price of a 500ml bottle kiln is only around 5-8 yuan. Nowadays, consumers’ sensitivity to price is increasing. Under the same milliliter, a few dollars difference may not feel, but the same price, different milliliters, the contrast is very obvious. The large kiln, which is obviously more atmospheric in capacity, directly preempts the user’s mind of the big soda track.
Some consumers feel this way:The downgrade of adult consumption began when ice peaks and the Arctic Ocean became kilns.
In terms of channel construction, Dayao did not choose the retail channels dominated by the two music giants, but mainly targeted the scenes where big brands disdained to grab – food stalls, snack bars, barbecue restaurants and other mid- and low-end catering markets, to achieve dislocation competition in channels.

Image source:Dayao official Weibo

The founder of Dayao started by selling wine and knew more about catering. At the beginning of the brand’s establishment, he knew that he was grabbing the beer business. Its official report shows that 78.4% of the products are sold by restaurants.

Relevant data show that in 2021, the annual sales of large kilns are about 3 billion yuan, and in 2022, their sales will reach 3.20 billion yuan, which is 10 times that of the ice peak and 3 times that of the Arctic Ocean.
According to media reports, the big kiln is also counterattacking the supermarket channel in the same way.

How long can Little Sweet Water win by "big"?
Behind the eye-catching results and strong profitability, the kiln is also caught in its own dilemma. For example, a single consumption scene, lax product quality control, multiple explosions injuring people, etc.

Image source:Dayao official Weibo

In the opinion of the new consumer think tank, the major tricks of Dayao’s expansion were limited to the initial competition with domestic brands. When it went national and required new growth expectations, the ceiling began to loom.

First, the products of large kilns run counter to the current consumer health concept.The popular barbecue stall in Dayao is mainly in the context of driving and not drinking alcohol. The packaging of beer bottle style makes Dayao a substitute for beer. The author has also drunk Dayao at a party. There is no alcohol, which is more spicy than carbonated drinks such as Coke, and the entrance is a strong flavor. Looking at the ingredient list, it is even more exciting. Cyclamate, acesulfame, and aspartame are the main ingredients.
With the popularity of sugar-free and low-sugar health concepts, the high-sugar characteristics of Dayao beverages are obviously contrary to consumer health concepts. After the news of aspartame’s carcinogenicity, consumers can’t help but have concerns about the ingredients of beverages. It can only be said that it is only for occasional indulgence. Whether it can become a long-term choice for consumers is debatable.
In the second and first few years, the large kiln was able to quickly open up the market by adopting a low-price profit strategy, essentially following the path of a price war.
What is the market barrier of the big kiln? Is it to give the channel a higher gross profit? Is it the formula of "water + white sugar + honey"? Many people know that the most attractive point is the low price strategy. If the big kiln’s play method is "copied" by another new brand and the price is lower, then there can be a new explosion.
For dealers and catering end points, there is only one reason to choose large kilns – high profits.
In terms of price system design, the profit margins of big kiln to dealers and end points far exceed other brands. A dealer in Xi’an County told the New Consumer Think Tank that the CIF price of big kiln to first-level dealers is 17.5 yuan/box, the price of dealers to second-level dealers is 22 yuan/box, the price to end point is 30 yuan/box, and 5 pieces are given as a gift. Finally, 25 yuan/box is calculated. 12 bottles per box, which is equivalent to the purchase price of 2.5 yuan per bottle. Retail sales in restaurants are generally 5-6 yuan per bottle. Some restaurants can even sell for 8-10 yuan, and restaurant owners can net more than 20 yuan per piece.
When asked if a similar brand could be promoted at a higher profit, would the dealer be willing to enter the market? The dealer smiled and expressed his willingness to try.
If there really are later replicators, how to defend their moat has also become a problem that Dayao must solve.
Third, success is also catering, failure is also catering.The reason why the big kiln can break out of the circle is inseparable from its deep cultivation of catering channels. The big kiln is highly dependent on the channels of the middle and low-end catering market.
According to public information, in order to solve the dilemma of a single consumption scene, in recent years, the brand has been actively expanding the supermarket and online sales end point channels outside the catering industry, but in these channels, the big kiln obviously does not have the advantage, "Liangle", Nongfu Spring, Master Kong and other traditional giants have a solid position, and the big kiln with a strong trend in the catering channel has suddenly become hoarse.
This year’s Spring Festival, Dayao attacked the supermarket for the first time in the form of gift boxes, shouting the slogan "Drink Dayao, celebrate the New Year", and created a creative pile in a prominent position in the supermarket, opening up a new consumption scene, but the market response was relatively lukewarm. In its proud catering channel, old rivals and new brands are also actively counterattacking.
Fourth, the product sequence "alternates old and new", and the strategy of attempting to win by more fails.At present, the core products sold by the big kiln are still guests and orange nods. This year, the big kiln made tea, energy drinks, Saibei spring mineral water, big kiln soy milk and other series of beverages with juice gas in one breath, but the performance was mediocre.
Image source:Dayao official WeiboThe layout of the product line in a short period of time is a bit too large, and there may be a certain dispersion of resources and energy when extending from the soda brand to so many categories. The timing of the launch of the new product of the big kiln is also quite embarrassing. When the brand awareness of the big bottle soda has not been firmly established in the hearts of consumers, it has launched new products too early, and even launched 275ML small kiln fruit steam products, which is contrary to the brand positioning of the original "big bottle".
In addition, the more categories a company is involved in, the more competitors it will face, and the more competition it will have to study and deal with in the future.

The kiln needs new growth.But it won’t make the next 3 billion
In addition to product system and channel issues, there are also more critical food safety issues that trap large kilns.
On the Weibo platform, under the terms #Plastic found in unopened kiln soda #, #Visiting the boss said that the kiln soda has foreign objects #, #The kiln soda on the shelf suddenly exploded #, there are many consumer criticisms of the kiln beverage, "The brown bottle of the kiln smells like bubble gum, and you can’t drink it after a sip", "The packaging is defective, and everyone must be careful when opening the bottle when the temperature is too high"…
In the soda market, the big kiln is currently going well, but it is far from a time of peace of mind. Otherwise, its founders would not have spent tens of millions on consulting companies to "come up with ideas" when they reached the volume of sales in 3 billion.Dayao is still seeking new growth expectations.
Zhu Danpeng, a Chinese food industry analyst, said that at present, the volume of the big kiln has certain advantages in the domestic soda water, but the positioning of the brand "big soda" is relatively narrow, and the consumption scene only corresponds to catering or home drinking, which will cause great obstacles to the future development of the big kiln. In addition, the unique flavor of the big kiln does not match the current trend of big health.
Xiao Mingchao, founder and CEO of Zhimeng Consulting, pointed out that there is no shortcut to gaining a foothold in the highly competitive beverage industry, and traditional play may be the best way to play.It is one of the most important tasks for the kiln to do a good job in stabilizing the catering channels and consolidating the results of the current domestic soda breakout battle.
According to relevant data, the future carbonated beverage market will grow at a rate of 8.58%, and by 2027, the carbonated beverage market in our country will reach 162.20 billion yuan.
As the largest subdivision track in the beverage industry, carbonated beverages have always been a must for various brands. In recent years, riding the ****** breeze ** the national tide and domestic products, ******* Arctic Ocean, Shaanxi Bingfeng, Wuhan No. 2 Factory and other domestic sodas that have been quiet for many years have taken advantage ** the trend. Arctic Ocean has entered the live stream to sell goods, develop new products, and play cross-border joint names; Hankou No. 2 Factory soda has turned into a new trendy drink based on its young design, and at the same time has played a combination ** "mid-to-high-end **fline channels + online e-commerce platforms"…
Among the many players, Big Kiln’s catering track, classic products, capacity, etc., are both its advantages and its disadvantages. How can Big Kiln, which does not want to be in a corner, solve the contradictions through brand upgrades, product upgrades, and play upgrades? Can it continue to lead the new journey of domestic beverages? Can more "Big Kilns" tear new gaps from the soda rivers and lakes in the future?
Behind these question marks is the key to whether the kiln can create a second growth curve.
The pictures in this article are for picture introduction only and are not for any commercial use.

　　BEIJING, Dec. 21 (He Li) After all the rumors and tireless rumors, China’s new football policy finally landed on the Huangpu River on the 20th. Compared with the previous policy, the New Deal has set up "four hats" to limit investment, while foreign aid is not affected by wage limits; U23 policy has changed slightly, but foreign aid policy remains unchanged; Between many changes and invariance, the "good intentions" and "precise policies" in system design are worth pondering.

　　"Four hats" and the value of foreign aid: You should have your cake and eat it.

　　The core and focus of the New Deal fell unexpectedly on the "four hats" that restricted the club’s investment. According to the regulations, in 2019, the spending limit of the Super League will be capped at 1.2 billion yuan, the capital injection limit of the club will be 650 million yuan, and the loss limit will be set at 320 million yuan. These three investment restrictions will be reduced again in the next three years until 2021.

　　Data map: The value of the national football team will encounter "diving". China News Service reporter Luo Yunfei photo

　　The salary of domestic players is also limited, and the highest standard should not exceed 10 million, while the international players participating in the Asian Cup and World Cup qualifiers can be adjusted by 20% on this basis. At the same time, foreign aid is not within the wage limit.

　　In other words, the New Deal still leaves room for the club to introduce and invest. However, the invisible "soft salary cap" is still working under the restriction of expenditure: how to choose foreign aid investment and how to balance the salary ratio of the team is the "second battlefield" for the management of each club to play.

　　The floating salary of international players also responds to the fans’ doubts about the "work" of the international national team and the "contribution" of the club. Playing for the country no longer stays in an honor, but can directly bring real money and silver benefits.　

　　This kind of "hook edge" and "blank space" shows the ambition of the Football Association to "have both fish and bear’s paw": on the one hand, it is necessary to reconstruct market standards, standardize players’ worth and reasonable investment; On the other hand, there is room for capital competition. Want to maximize the attention of the league brought by big-name foreign aid, while reconstructing the market format of the Super League.

　　Fine-tuning registration system and foreign aid policy: down-to-earth and looking up at the stars

　　Another interesting adjustment of the New Deal is the fine-tuning of the access system of the Super League, which increases the requirements for U21 players and women’s football teams.

　　The New Deal stipulates that, under the condition of keeping the original policy of U23 players’ appearance unchanged, the teams applying for admission to the Super League and the Chinese League should have U21 players trained by the club in the registration list, and these two players must have been from the youth training of the club and participated in the competition for more than 3 years.　

　　Although it is a "fine-tuning", it is enough to suppress the impetuous heart of some clubs. Under such standards, the possibility of attracting young players by "burning money to dig people" is almost blocked.

　　After the announcement of the U21 access policy, I am afraid that many Chinese Super League teams will fall into the "U21 player shortage" again, and the plan of renting young players is no longer realistic, which will undoubtedly "force" Chinese Super League teams to engage in youth training in a down-to-earth manner. Although the requirements for women’s football teams are not rigid standards for the time being, they will more or less narrow the huge contrast between women’s football performance and treatment.

　　At the same time, the foreign aid policy is consistent with last season.

　　There is no denying that the popularity of the league in the past few seasons has something to do with joining the big names. But they also squeeze the living space of local players. Under the multiple constraints of the New Deal, although there is still the possibility of big-name foreign aid joining, it is certain that the situation of "bright stars" in the past is difficult.　

　　The retention of foreign aid policy also means that the days of Asian foreign aid in the Super League are not easy. In fact, in the context of expenditure restrictions, there is no advantage in the cost performance outside Asia. This means that domestic players will have more space. Referring to the outbreak of domestic players in CBA league in recent years, the New Deal pursues that there will be more domestic players shining on the football field.

　　The intention of the policy is to see not only foreign stars when fans "look up at the stars" in the Super League under the dual effects of U21 and foreign aid policies.

　　Timely control and intervention in the market: it will take 10 thousand years to seize the day

　　There is no doubt that this policy is directed at the virtual fire of the "Jinyuan Football" in the Super League in the past few years. According to the data provided by the Football Association, seven years ago, Evergrande invested 500 million yuan a year, which was enough to dominate the Super League. Seven years later, Evergrande invested about 2 billion yuan a year, which was just the level of championship. As the terminator of Evergrande Dynasty, since Shanghai Port Group entered the team, the total investment has exceeded 6 billion, with an average annual investment of nearly 2 billion. Among the AFC Champions League teams, this year’s investment has also exceeded 1 billion.　

　　Of course, capital investment is indispensable for professional leagues, but the premise is that the market environment is standardized and reasonable. For example, Li Yuyi, executive vice chairman of China Football Association, said at the meeting: "Playing a league is not like burning money. One club invests 2 billion yuan and the other 300 million yuan. How to play this game?"

　　In a disorderly market, if the capital is allowed to flood, it will inevitably form a monopoly. When the whole league becomes a game for a few capitalists, and when the input-output ratio is not within a reasonable range, the second and third ladders who can’t see the return have to choose to control their investment until they quit the game. Such a vicious circle is certainly not what China football hopes.

　　In fact, many clubs, including Super League First Group, have long complained about the huge "salary expenses", but in order to avoid falling behind in the competition, they can only bite their teeth and carry them to death.

　　Data Map: Overflow of capital in a disorderly market will lead to a vicious circle of the league. China News Service reporter Chen Yushe

　　Against the criticism of "interfering in the market", the Football Association has taken measures to regulate the football environment, only because the current environment can only be rectified from top to bottom. Ten thousand years is too long, seize the day. Expanding the value of the New Deal to eradicate China football is a big step; It seems more reasonable to release it to the chaos in the current domestic football market.

　　Let’s just show some patience and treat the Football Association’s New Deal with a positive attitude. In the final analysis, the problem of football in China is not formed in a short time, and it is impossible to make a quick decision. Therefore, any strategy that tries to "reverse Gan Kun" quickly will be labeled as "run amok". Just as a lie proves a lie, it can only be a lie. However, it is much more reasonable to look at the Football Association’s strategy with staged demands. Just like the answer to the last big question in the exam, it is all pushed out step by step.