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Who are the three major competitors in the Energy Drink/Energy Boost industry and how do they differentiate themselves (products, target markets, brand positioning, etc.)?
Hello! Thanks for your question about the three major competitors in the Energy Drink / Energy Boost industry in China. The most useful source I found to answer your question is this national market share report. The short version is that Hainan Red Bull Energy Drink Co. Ltd. is the clear major player with a 78.2% market share, followed by Eastroc Super Drink at 10.9% market share, and thirdly Dali's Hi-Tiger with 5.3%. Below you will find a deep dive of my findings.
HAINAN RED BULL ENERGY DRINK CO. LTD.
With a market share of 78.2%, Red Bull is the clear top player in China's energy drinks market. Originally introduced to the Chinese market in 1993, today Hong Niu (the chinese name for Red Bull) is one of the most popular drinks in China, with a nationwide serving. The company only sells one product, "Red Bull Vitamin Functional Beverage", with a "Taurine Enhanced Type" variant. Brand awareness is increased with the help of a $60 million budget, of which $36 million is spent on IMC, $12 million on TV, $9 million on outdoor and $3 million on digital; specific actions are being title sponsor of many major sports events, doing campus sampling, and by point of purchase displays.
EASTROC SUPER DRINK
The second player, with a 10.9% market share, Eastroc Super Drink is named "Dongpeng special drink" in Chinese. The product positions itself as a healthy, anti-fatigue, refreshing, strength benefiting drink. Eastroc brand awareness takes many forms, with magic TVC commercials that have been places in major video sites, inviting film stars, their relatives or close acquaintances as spokespersons, using TV media (China Central Television CCTV1, CCTV13, Guangdong TV, Hunan city, Jiangxi city, Shenzhen city channel, Shenzhen public channel, Pearl River channel, South economic channel, Guangxi city, Guangxi local media, Dongguan TV station, Foshan TV station, and more), doing outdoor, shop strokes, bus body, stop sign and a variety of tournament advertising, shooting a micro-film using well-known actors and singers, and making donations. As such, "Dongpeng" is a well-known beverage brand in southern China, with the product market covering Guangdong, Hainan, Fujian, Jiangxi, Guangxi, Zhejiang and other provinces. The existing "Dongpeng" brand products are: Dongpeng special drink vitamins functional drinks, Guangdong Lingnan special drinks, intangible cultural heritage drinks, tea drinks, fruit and vegetable juice drinks, cool drinks, plant leaching drinks, fruit drinks (milk flavor drinks), vegetable protein drinks, and drinking pure water.
DALI'S HI-TIGER
The third player, with a 5.3% energy drinks market share, is Dali's Hi-Tiger (a sub-brand of Dali Foods Group). It's available in both tin can and bottled form, with a tagline of "Refreshing and invigorating, bringing positive energy". Hi-Tiger has became the sponsorship brand of China Basketball Association right after launch; it has always been a supporter of basketball games and players. Other Dali sub-brands include Daliyuan - a Baked Pastry Food Brand, Copico - Chips, Fries and Others, Haochidian - Biscuit Brand, Heqizheng - a leading brand opening up a "big" epoch for herbal tea, DOU BEN DOU - National nutrition drink brand, Peanut Milk - The top brand in leading the nutritious and healthy food trend, Landy Castle - Danish Butter Cookies, China’s high-end cookie market leader, and Daliyuan Classics Drinks.
To wrap it up, Red Bull is the market leader, present nationwide, followed by Eastroc Dongpeng in southern China, and third place goes to Hi-Tiger.
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