Project Background

杏仁露是一种植物蛋白饮料，由杏仁、水、糖等原料制成，具有营养丰富、美容养颜、清热解毒等功效。杏仁露在中国有着悠久的历史和广泛的消费群体，尤其受到女性和老年人的喜爱。

本次项目的委托方是一家主营杏仁露产品的品牌企业，成立于2010年，位于广东省。该企业拥有自主的生产基地和研发中心，产品采用优质的杏仁原料和先进的工艺制作，口感香浓、营养均衡。该企业在广东省有着较高的市场占有率和品牌知名度，近年来也积极拓展全国市场，通过电商平台、超市连锁、便利店等多种渠道进行销售。

Customer pain points

The enterprise is facing fierce competition and challenges in the national market, mainly in the following aspects:

Almond dew industry competition pattern is divided, each sub-sector and region has its own leading brand. Among them, Chengde Lulu4Is the almond dew subdivision leader, firmly occupy the absolute leading share, its“Lulu Card”Almond dew has strong brand influence and loyalty in the whole country. In addition, there are some local brands that have certain advantages and market bases in their respective regions. How to enhance their brand awareness and reputation in such a competitive environment is an important issue facing the enterprise.

The almond dew industry is greatly affected by fluctuations in raw material prices. The main raw materials of almond milk are almond and tinplate. The prices of these two raw materials are affected by international market supply and demand, exchange rate, tariff and other factors, and often fluctuate greatly. How to maintain product quality and price stability under cost pressure is a difficult problem that the enterprise needs to solve.

The almond dew industry is greatly affected by changes in consumer preferences. With the increasingly diversified and personalized consumer demand for beverages, almond juice, as a traditional plant protein beverage, is facing the impact and challenges of emerging beverage categories. How to meet the new needs and preferences of consumers while maintaining the characteristics and advantages of the product is an aspect that the company needs to pay attention.

Based on the above analysis, the company hopes to understand the consumer demand and competitive situation in the national market through market research and sales certification, evaluate the market position and potential of its own brand, enhance the influence and credibility of its own brand, and provide basis and support for further market expansion and sales performance improvement.

Project Purpose

The purpose of this project is to provide the following services to the enterprise:

Market research: Through in-depth research on the almond dew market in various regions of the country, this paper analyzes the development status, trend, scale, structure, competitive pattern, consumption characteristics, channel distribution and other aspects of the almond dew industry, so as to provide the enterprise with comprehensive, accurate, timely and continuous in-depth industry reports.

Sales certification: through the verification, statistics and analysis of the sales data of the enterprise in various regions of the country, it provides the enterprise with authoritative, objective and fair sales certification report to prove the sales performance and market share of the enterprise in the whole country.

Research object

The research objects of this project include the following categories:

Almond dew industry related institutions: including industry associations, experts and scholars, media institutions, etc., to understand the industry development background, policies and regulations, standards and norms and other aspects of information.

Almond dew production enterprises: including the enterprise and its main competitors, to understand their product characteristics, price strategy, marketing means, channel layout and other aspects of information.

Almond dew sales channels: including e-commerce platforms, supermarket chains, convenience stores and other sales channels, to understand their respective sales scale, inventory situation, promotional activities and other information.

Almond dew consumers: including consumers of different regions, age groups, genders, income levels, etc., to understand their awareness, preference, purchase frequency, purchase motivation and other aspects of almond dew products.

The project plans to investigate the whole country 30 cities, sample survey per city 10 production enterprises,20 home sales channels and 200 consumers, total survey 300 production enterprises,600 home sales channels and 6000 The consumer.

Project Content

This project mainly includes the following aspects:

Market size: Analyze the sales scale, growth rate, market share and other data of the national and regional almond dew market, and show the development status and potential of the almond dew market.

Market structure: Analyze the distribution of the almond dew market in the country and regions by product type, price range, sales channels and other dimensions, and show the consumption characteristics and preferences of the almond dew market.

Competitive landscape: Analyze the main competitors in the almond dew market across the country and regions, evaluate their product advantages, market share, marketing strategies, etc., and show the competitive situation and trends of the almond dew market.

Consumer analysis: analyze the basic attributes, consumption behavior, consumption motivation and consumption demand of almond dew consumers in China and various regions, and show the psychological characteristics and satisfaction of almond dew consumers.

Sales certification: verify the sales data of the company's almond dew products in the country and various regions, and issue an authoritative, objective and fair sales certification report to prove the company's sales performance and market share nationwide.

Project Value

The value of this project is mainly reflected in the following aspects:

It provides the company with comprehensive, in-depth and timely market information of the almond dew industry, helps the company understand the current situation, trends, opportunities, challenges and other aspects of the industry, and provides the basis and support for the company to formulate a reasonable and effective market strategy.

It provides authoritative, objective and fair sales certification services for the enterprise, helps the enterprise to prove the sales performance and market share of its own brand in the whole country, enhances the influence and credibility of its own brand, and enhances the competitive advantage and market voice of its own brand.

It provides detailed, accurate and practical consumer analysis for the company, helps the company understand the needs and preferences of consumers, and provides reference and suggestions for the company to optimize product structure, innovate product functions, adjust price strategies, and expand sales channels., Provide guidance and help for the company to improve product quality and meet consumer needs.

It provides a platform for Shangpu consulting to show its professional ability and service level, helps Shangpu consulting to establish a good industry image and reputation, increases Shangpu consulting's popularity and influence in the plant protein beverage industry, and provides opportunities and conditions for Shangpu consulting to expand more potential customers and partners.