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'夏日飲料市場開戰 咖啡涼茶兇猛來襲' |
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'夏日,飲料,市場,開戰,咖啡,涼茶,兇猛,來襲,夏日,來臨,' |
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'
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<td><div id="contentMidPicAD" style="float:right; clear:both; top:0; vertical-align:top;"></div>
<div style="text-align: center; ">
<img alt="夏日咖啡涼茶飲料兇猛來襲" src="/uploads/allimg/120704/1500144000-0.jpg" /></div>
<div>
<div>
夏日來臨，飲料市場再度升溫。igo記者走訪市場發現，咖啡類飲料不僅品牌越來越多，而且還玩起了變身。摩卡、拿鐵、特濃、冰咖啡……簡直就是一家大型咖啡館的編制。而涼茶飲料也是廣東飲料市場的一個生力軍，對於白領一族而言，這兩類產品無疑將是今夏的解渴主角。</div>
<div>
</div>
<div>
咖啡百變口味多 </div>
<div>
</div>
<div>
與前幾年速溶咖啡佔據咖啡飲料市場的情形有所不同，各品牌即飲灌裝、瓶裝的咖啡飲料已迅速走入人們的視線，從開始雀巢、雅哈咖啡一枝獨秀到如今遍地開花。記者去到城中幾家大型超市探尋咖啡類飲料的蹤跡，發現咖啡類飲料已從單一的原味擴展到咖啡奶茶、細分到摩卡、拿鐵、加濃、冰咖啡等等口味，如果算上同一品牌不同品類，足有接近二十種，選擇餘地大增。</div>
<div>
</div>
<div>
除了幾個較早進入這一市場的品牌，還有利趣、美國的星巴克、韓國查兒島咖啡和臺灣伯朗咖啡等，進口、國產平分秋色。從價格來看，四五元到二十多元不等，階梯價格明顯，但貴价產品較少只有兩三種。例如雅哈冰咖啡、利趣摩卡咖啡飲料都在四元至五元之間，而進口產品韓國查兒島價格就稍貴，賣到十元，價格最高的當屬星巴克的瓶裝咖啡飲料，24.8元。</div>
<div>
</div>
<div>
而這些咖啡飲料的銷售情況又如何？超市的銷售人員告訴記者，購買的顧客多是年輕人、白領這一羣體，除了幾個“臉熟”的品牌較佔優勢之外，價格是選購的一大因素，平價的產品銷售要好過貴价，當然兩種產品針對顧客羣體也不同，並不衝突。</div>
<div>
</div>
<div>
涼茶飲料品牌先行</div>
<div>
</div>
<div>
與咖啡類飲料不同，涼茶、茶飲料幾乎清一色都是國內品牌，尤其廣東本地品牌更佔優勢。除王老吉之外，和其正、東一堂、清酷、寶慶堂、廣東佛山的霞光、還有本地的黃振龍都銷售瓶裝、罐裝的涼茶產品。最近，鄧老涼茶也推出升級版，定位爲“現代涼茶”，還配合清新的草本植物包裝。價格方面，紙包通常爲兩元左右，罐裝瓶裝則都不超過五元，可以說是競爭激烈，價格親民。</div>
<div>
</div>
<div>
市場人士分析稱，涼茶品牌紛繁複雜，但是口味相似、同質化是其銷售的致命短板，各品牌紛紛打出的招牌：“中國涼茶和其正”、“怕上火喝王老吉”或“正宗涼茶加多寶”也都只是概念營銷，難有實質突破。而港派涼茶“清酷”則明確打出草本牌，將其作爲招徠，以清新口味和清新包裝吸引消費者目光。</div>
<div>
</div>
<div>
文/記者 劉佳寧 實習生 彭楠</div>
<div>
</div>
<div>
圖/彭楠</div>
<div>
</div>
</div>
<br />
(責任編輯：獅子座)</td>
</tr>
</table>
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