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对于巨能公司来说,做饮料行业称得上是大胆之举。从1996年7月成立以来,巨能一直在做保健品、药品和食品,三业并举。对于一个擅长做药品和保健品的企业来说,涉足已经硝烟弥漫的饮料行业当然具有极大的挑战性。在国内饮料市场,碳酸饮料的市场份额逐渐萎缩, 茶饮料青春渐逝,果汁饮料的市场竞争已趋于白热化,想要立足于纷争的市场,必须选择一个好的切入点。巨能选择了平衡饮料。一、“聚能”的滑铁卢 1998年,巨能到日本去考察,发现日本有个叫宝康力的饮料,它在日本就叫平衡饮料,生产宝康力的日本公司叫奥司卡公司。平衡饮料在90年代末流行于欧美市场,在欧洲、北美、日本市场风靡一时,尤其是在日本、韩国市场,是唯一能和可口可乐和百事可乐抗衡的饮料。平衡饮料的特点是在饮
For the giant company, the beverage industry can be called a bold move. Since its establishment in July 1996, Giant has been doing health products, medicines and food, three industries simultaneously. For a company that specializes in pharmaceuticals and nutraceuticals, of course, getting involved in the smoky beverage industry is of course a tremendous challenge. In the domestic beverage market, the market share of carbonated drinks is gradually shrinking. As tea drinks are getting older, the market competition for juice drinks has become increasingly intense. If we want to base ourselves on the market in disputes, we must choose a good starting point. Giant can choose a balanced drink. First, the “gather energy” Waterloo In 1998, Giant can go to Japan to study and found that Japan has a beverage called Bulgari, which called balanced drink in Japan, the production of Baokang force Japanese company called Oscars. Balanced drinks were popular in Europe and the United States in the late 90s, and became popular in Europe, North America and Japan, especially in Japan and South Korea. They were the only drinks that could compete with Coca-Cola and Pepsi. Balanced drinks are characterized by drinking