Brand history:

A series of leisure drinks launched by Guangdong Jianlibao Group in 23. The group hopes to create a sincere and young and fashionable product impression with a lot of advertising. The market was deeply impressed by the advertising bombing of CCTV in different periods and the endorsement of Japanese star Ayumi Hamasaki.

reasons for disappearance:

Jianlibao launched diversified products with a single brand of "the fifth season", and there was no main product, which led to a decrease in brand recognition; The taste is not much different from that of other brands of the same kind, which will inevitably lead to low consumer recognition.

Rising Sun

Brand history:

The first carbonated black tea beverage in China is also the first tea beverage. In 1993, a rising sun group, with supply and marketing cooperatives as its base and 3 million yuan investment, developed into a beverage giant with sales of up to 3 billion yuan through just a few years' development. However, since 21, the rising sun, which rose by a thousand miles a day, has slipped to the track of "dying" unimaginable. In the second half of 22, Rising Sun stopped distributing goods.

reasons for disappearance:

in p>22, the group was caught in the predicament of no loan, hopeless financing, broken capital chain and rapid market shrinkage. In 24, the trademark "Rising Sun" was narrowly auctioned in Suzhou City, Jiangsu Province. A company that once ranked second in China's beverage industry was reduced to a sad situation of being auctioned frequently.

Robust

Brand history:

Guangdong Robust Group is a famous large-scale food and beverage enterprise in China, with 29 branches or offices in major cities across the country, and its market network covers both urban and rural areas.

Reasons for decline:

In p>2, Danone acquired Robust; In 21, the five veterans of Robust headed by He Boquan were kicked out. There is no market direction, no market strategy, and the brand image is weakened. Robust products continue to be in a downturn in the market. Robust lost 157 million yuan in 25, and is expected to lose another 15 million yuan in 26.

queer

brand history:

this beverage with LOGO resembling the head of a bubble child is a product of Coca-Cola Japan branch aimed at the children's market. Small bottles, mainly fruit juice drinks, are easy to carry. It was listed in Japan in 1997, and then expanded to China market. In China, it was aimed at girls and young white-collar workers in universities, primary and secondary schools.

reasons for disappearance:

geographical limitations and incorrect name translation lead to low market acceptance; The brand is empty, has no brand connotation, and cannot stand scrutiny; Employees in the enterprise don't understand the brand meaning and have misunderstandings in implementation; Product brand affinity is not high.

Brand history of Beer Tea Shuang

The new product that Wahaha invested heavily in 28 disappeared from the market in 21.

reasons for disappearance:

inaccurate positioning of products and consumers; Strange taste; Product classification failed; The advertising strategy failed. There is a lot of criticism about the advertisement "You are out". Several beautiful women are drinking something like beer in the classroom, which gives parents and public opinion a very bad impression. Some even say that this is to induce children to drink. This advertisement shows that "Lei Ren Advertisement" can really expose the brand at the first time, but the kidnapping of "Don't drink or you will go out" as a moral label is easy to cause consumers' rebellious psychology.

Laoshan Coke

Brand history:

The first carbonated beverage in China was developed by the state in Qingdao in 1953. From 198 to 199, the supply of Laoshan Coke was in short supply, with an annual production capacity of 8 million tons, and there were more than 1 joint venture manufacturers nationwide.

Reasons for disappearance:

In 199s, domestic cokes such as Laoshan Coke were difficult to compete with foreign cokes due to various reasons such as mechanism, management, marketing, capital and personnel, and gradually faded out of the market. In 1997, Laoshan Coke stopped production.

In March p>23, Laoshan Coke reappeared in the Jianghu, but it was not found in several large supermarkets in Qingdao. Later, the reporter found Laoshan Coke with preferential promotion in a local supermarket. Confronting with other "two kinds of music", the effect is not satisfactory, and finally it is still the fate of being submerged.