Boston, MA -- (ReleaseWire) -- 06/25/2014 -- Energy drinks in China experienced a surge in popularity over the review period and represents huge potential to attract more players to enter. Since Qili of Hangzhou Wahaha Group was successfully introduced in energy drinks in 2012, Fujian Dali Food Co Ltd followed by launching a new kind of energy drinks product, Hi-Tiger, in April 2013. The successive new product launches have brought more attention to the energy drinks industry and spurred its rapid growth. Over the review period, the proportion of energy drinks within the total soft drinks industry continued to grab value and volume shares with significant increases although it was from a small base.
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Red Bull Vitamin Drink Co Ltd remained the leading player in sports and energy drinks in China in 2013, accounting for a 40% share of total volume sales. The company continued to leverage strong marketing and promotional campaigns during 2013 to arouse consumer interest and promote brand awareness. For example, in 2013, the company held the Red Bull Hip-Hop Challenge and set up the Red Bull Style Hip-Hop Party, which were popular among Hip-Hop and fashion fans. Meanwhile, in 2013, Red Bull launched a creative piece of advertising, namely "Extreme Domino". It showed a variety of extreme sports creating domino effects and brought its audience a rich room of imagination, meanwhile vividly embodying the brand's personality.
Sports and energy drinks in China will tend to be more competitive in the forecast period. Products such as Red Bull, Pocari Sweat and Jianlibao as well as Gatorade have cultivated their brands for a long time. As demand for sports and energy drinks increases, these brands will become more prominent based on their established brand images and extensive sales networks in the forecast period. However, in the meantime, some players are keen to enter significantly growing sports and energy drinks, as was Hi-Tiger by Fujian Dali Food Co Ltd in 2013. In order to maintain existing positions and further gain more value and volume shares, leading players are likely to invest more in distribution penetration and marketing campaigns. For example, in some second- and third-tier cities, there are an increasing number of mah-jong rooms for people who like playing the game. Mah-jong fans have become a potential focus for energy drinks companies. In regions of China like Sichuan and Hunan Provinces, local residents like playing mah-jong for a long time and, thus, Red Bull has rapidly captured this chance and launched a variety of promotional sales.
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