As the weather continues to warm up, the peak of beverage consumption is coming.

Some well-known beverage manufacturers have been making a big fuss about the concept, playing the banner of "green health" and "functional drinks". Some leading companies are focusing on the introduction of fruit juice and vinegar products to the summer beverage market.

However, some industry experts and experts believe that with the continuous increase of consumers' rational consumption consciousness, if the enterprises are introducing new products, the concept of mere hype will not last long.

The company has launched a new concept product: Huiyuan Juice, Huiyuan juice. This year, it announced that it had entered the fourth generation of fruit vinegar Market and launched a new product Huiyuan juice vinegar.

Recently, reporters at a number of supermarkets in Tianjin found that the main location of the shelves was still carbonated drinks, tea drinks and fruit juice drinks, but not many fruit vinegar drinks.

Carrefour supermarket is currently only a product of Huiyuan's fruit juice and vinegar, while WAL-MART supermarket has only three kinds of apple vinegar and grape vinegar beverage, including "Qiu He", "Begonia" and "Tianli Tian".

WAL-MART supermarket staff said, compared with vitamin drinks and sports drinks, fruit vinegar drinks can be regarded as the old varieties of the beverage industry, but sales are not ideal.

"Sales rank first is carbonated drinks, followed by juice, and then tea drinks.

Health, functional and fruit vinegar beverages are among the lowest in all these beverages. "

In the interview, reporters found that although fruit vinegar is not a new product, there are not many people who know and are willing to consume fruit vinegar beverages voluntarily.

Most of the salespeople and consumers think that poor taste leads to the market depression of fruit vinegar directly.

Before the development of fruit vinegar drinks in most beverage enterprises, the "concept beverage" of Tianjin was not recognized by consumers. In 2000, the Limited by Share Ltd of Tianli independent vinegar developed a fruit vinegar beverage, Tianli series fruit vinegar products.

This product is mainly made from apples, pears, strawberries and so on. It is made by squeezing the juice from fruit and deep acetic fermentation.

At that time, the company believed that if we could first occupy the emerging market, we would rely on nutrition and health care.

However, after the real launch of the product, the factory found that the concept of enterprise's hard digging is not recognized by most consumers.

"When we start researching and developing products, we may not fully consider the market, and we are not sure about the consumer groups," he said.

Zhang Jinguo, manager of the Sales Department of the vinegar Sales Department of Limited by Share Ltd in Tianjin, said: "now it seems necessary to further study the market and consumer demand, strengthen the input and intensity of technology research and development, expand varieties and improve the taste of products, so that we can recognize it more in taste, so that we can shorten the distance between fruit vinegar and consumers."

Professor Xu Chun, director of the advertising department of Tianjin Normal University, said that, like fruit vinegar, if many conceptual functional beverages overemphasize their efficacy in propaganda, they will be a niche product in the beverage industry compared with popular drinks, and sales will naturally be affected.

In recent years, many of the concept of hype in the whole drink market, mostly in the concept of beauty, vitamins, increasing physical strength and even anti aging, has caused many consumers to know the fuzzy, and eventually lead to the reluctant to try the products easily.

In recent years, people in the industry have introduced the concept of frying in the beverage industry from the "experience marketing", "role marketing" and "product concept marketing" to the "fifth seasons", "pulse" and "he + she".

Many enterprises mistakenly believe that finding a concept is just like finding the true meaning of marketing, so that they can go all over the world. In the end, there is not a small number of beverage companies that are active and silent.

Li Guihua, Professor of international business school at Nankai University, said that beverage companies must first understand consumers' tastes, consumption habits, price tolerance and acceptance of products, and develop their own products on the basis of understanding the specific needs of consumers.

Otherwise, there is only a hollow concept, and products can not be heard in the market.

Experts pointed out that soft drink manufacturing is one of the fast-growing sub sectors in the food industry. Market competition is gradually upgrading from channel warfare and price war to product innovation and brand competition.

With the continuous increase of consumers' rational consumption consciousness, when the new products are launched, if the enterprises are simply hyped up concepts, lack of adequate research and overall marketing, then this new product is likely to be short-lived.