I.                    At the beginning of 80s, beverage production mainly focuses on named “eight soda pop factories”. Nowadays, there are various beverages such as juice, fruit beverage; vegetable and vegetable beverage; dairy beverage; tea beverage; functional healthy beverage and so forth. It is reported, beverage yield increases from 288 thousand tons to more than 23 million tons currently since this two decades. But average beverage consumption maintains at about 16kg for each person, which is only 30% of world average. So it has great potential development. In the last two decades, we have created a group of national brands; however, some of them have flied low. Basic reason of this status is caused by lacking innovation. Therefore, many enterprises promote new product, establish new marketing strategy, especially “Coco-cola and Pepsi Cola”. While, traditional enterprises, which stick on old frames, became weak. Hence, beverage industry needs product innovation, requires new marketing strategy to create competing force and remain in invincible.
Dairy

As rich and natural beverage, milk and relative product are popularly. Especially for promoting student milk activity in 1994, milk and its beverage are popularly. So far, milk per capita consumption is 6.4kg, lower than 105kg of international level. People realize that diary is related with health closely, so China’s dairy industry will show large developing prospect and opportunity. It is predicted, per capita milk consumption will reach at 25kg, total output is going to achieve at more than 40 million tons in 2030. Nowadays, there are two main liquid milks, Bashi sterilized milk and super high temperature instantaneous UHT. Their market quotient is 3:1. But the latter grows quickly. Statistics shows that UHT milk development speed is higher than average developing speed in the industry. Erie and Mengniu, which manufacture UHT mainly, accounts for the first and the second manufacturer. While, Guangming, which considers Bashi as main production method, stays the third position in our country
Presently, pure milk affected by resource, drinking and eating custom, bite culture has little profit space; dairy beverage affected by raw material and assistant material, packing materials, consumption, transportation neither has any profit. While, dairy beverage and juice yoghourt featured in balanced nutrition and the function for keeping health have strong market operating space and developing potential, especially for plant protein beverage (bean milk, peanut milk and so on), which features easy for getting resource, low price, rich protein, reasonable amino acid composing, high content of unsaturated fatty acid, rich functional factor (isoflavones in soybean, oligosaccharides, saponin, dietary fiber, the peanut plant steroids, resveratrol, antioxidants, arachidonic acid). Therefore, plant protein beverage recognized as the best food for saving the earth and human being. So it has broad developing space and brilliant prospect. II. Juice beverage

Juice beverage features green, natural and nutritious. At present, considerate children and youth are fat, suffer from anemia even hypertension for lacking of fruit in their diet. Juice beverage market has large potential and becomes a hot point for many manufacturers. Its growing speed maintains at about 25%.