The Rising Sun Group no longer exists. Has been discontinued. In February 2011, Huiyuan acquired Xuri for 12.01 million yuan and began to diversify its product line. In 2005, the license was revoked by the industrial and commercial department, and Xuri Group still fell like a meteor.

The huge success of "The Rising Sun" attracted many competitors to follow suit. After being chased and blocked by a group of "Iced Black Tea" and "Iced Black Tea" such as Master Kong, Uni-President, Coca-Cola "Blue Wind", and Wahaha, the exclusive business of "Iced Tea" was quickly imitated by rivals, and the concept created by Xuri Dongsheng was gradually Dilute and weaken.

In 2001, Xuri's market share dropped rapidly from the initial 70% to 30%, and its market sales also dropped from a peak of 3 billion yuan to less than 2 billion yuan. When the first-mover advantage gradually weakens or even disappears, management problems will be exposed, especially the rapid expansion of production and sales scale, which makes the company's system and talent protection lag behind.

Extended information:

Faced with more and more types of beverages on the market, if "Xuri" wants to stand out, it must start with itself. Today's consumers generally believe that carbonated drinks are not in line with the concept of health. In view of such market demand, Sanya Company has added technical personnel to research and develop new products. At present, it has launched the "Rising Sun" juice product, and also developed nutritious plant protein drinks, such as almond milk, walnut milk, etc.

For the hard-won "Xuri" trademark, Sanya Group believes that as the brand's flagship product, "Xuri" ice tea has always remained in people's memory. However, due to long-term disconnection from the market, the original taste can no longer meet the needs of consumers. Sanya Group has a special plan to upgrade its products, improve the taste and packaging style, and at the same time follow other well-known brands and launch sugar-free ice tea for different consumers, so that "Rising Sun" can make a comeback.