New Cool Tea without Sugar of Wanglaoji Neglected by Market
By CnAgri2013-05-07 11:03:11
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Although no clear conclusion has been drawn on the formula dispute, yet Wanglaoji has never stopped competing with Jiaduoao. In order to grab more retail share from Jiaduoao, Guangzhou Pharmaceutical developed “Jixiang Sanbao” – solid cool tea, sugar-free cool tea and low-sugar cool tea and put them on Beijing market with a low profile, but both supermarket salespersons and consumers neglect the products due to bitter taste, high price and lacking of advertisement.Guangzhou Pharmaceutical announced by the end of 2012 that it had developed “Jixiang Sanbao”, a chief manager of Wanglaoji explained sugar-free cool tea is for the needs of consumers with diabetes and he forecasted 1 billion yuan annual sales.
The raw material for cool tea of Wanglaoji and Vitmain C tablets of Guangzhou Pharmaceutical had quality and safety issues, which was negative for the image of the enterprise. Consumers are sensitive to quality and safety issues at present, the flat seeing of the sugar-free cool tea has certain linkage with the negative report on the enterprise.
There are multiple reasons for the poor selling of the sugar-free cool tea. First, there are numerous cool tea products and the competition is intensive, some products are competitive in consumers’ loyalty and fostering of consumption habit, and it is hard for new products to be outstanding. Second, consumers are sensitive towards quality and safety issues, the previous quality incident concerning the raw material of cool tea of Wanglaoji and Vitmain C tablets of Guangzhou Pharmaceutical had negative impact on the image of the enterprise. Third, the building up of the marketing channels, brand image and sales promotion management have big influence on market feedback.
From “China Soft Drink Market Monthly Report”
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