Marketing Strategy analysis of Soft drinks in China -- A case study of Genki Forest

Abstract

As consumer attitudes change towards healthy consumption, this has led to the development of the healthy beverage industry. Genki Forest’s sugar-free beverages are the leading product in this industry. Therefore, this paper focuses on studying and analyzing the marketing strategies of the Chinese soft drink brand Genki Forest in the current consumer environment. Research data in recent years has shown that traditional carbonated beverages in China have failed to meet consumer demand and have shown negative growth for three consecutive years. In a consumer environment where the conventional beverage industry is gradually falling out of favor, the emergence of Genki Forest diet soft drinks has broken this trend. The brand uses new media as its primary marketing strategy, focusing on Japanese moe culture, aligning with today’s youth’s collective aesthetic and consumption tendencies. However, the brand’s use of disinformation for promotion can lead to a loss of brand credibility. Therefore, a detailed analysis of the brand’s marketing strategy will help understand today’s current situation and trends in the soft drinks industry. This paper uses secondary data as the primary research data and comprehensive analysis of the brand. These analyses have concluded that the brand’s marketing strategy is forward-looking and innovative. It is closely aligned with modern Internet thinking to achieve a marketing approach more in line with the preferences of today’s youth. At the same time, the brand has chosen to use online e-commerce platforms as the primary sales channel to effectively avoid the traditional sales methods of the beverage industry to occupy the conventional market.