Although the shape is somewhat similar to the Coca-Cola bottle, it has already been criticized by many people. But actually when I saw it for the first time, I still thought it looked pretty good-looking, quite Chinese-style, and its bright red color gave it a strong sense of weight and simplicity. And it's tightly wrapped, doesn't it look like a Chinese girl wrapped in a cheongsam?

In 1953, the state organized scientific and technological personnel in Qingdao to develop China's first carbonated drink, Laoshan Cola. Due to its unique formula and taste, Laoshan brand beverages, mainly Laoshan Cola, have been selling well all over China in the following decades. From 1980 to 1990, Laoshan Coca-Cola was always in short supply and won the title of provincial and ministerial excellence. The annual production capacity reached 80 million tons. There were more than 100 joint-venture manufacturers nationwide, and Qingdao's market share steadily accounted for more than 80%. .

The healthy Laoshan Cola, which came back in 2004, has continued the excellent quality of the original Laoshan Cola and followed the latest consumer trends. It added various Chinese herbal ingredients such as black dates, angelica angelica, galangal, and cloves to Laoshan mineral water. and carbon dioxide gas, giving the product more healthy connotations. The taste is refreshing and sweet, which is endlessly memorable. Compared with other cola beverage products on the market, the quality and taste are not inferior, and it is unique because of the health concept it contains. , full of personality, doubling the charm.

Some people say that China's beverage industry has become a "colony" of foreign cola. Although we are emotionally unwilling to admit this fact, judging from the beverage consumption survey conducted by Zero Point Survey and Analysis Company in Beijing and Shanghai, Coca-Cola, Pepsi-Cola, and Sprite rank first in terms of brand awareness and brand reputation. Topping the list, while the few domestic brands are only known to some people, foreign Coke has truly conquered the Chinese people. It is also an extremely common carbonated drink. How come China's national brand cannot be "enjoyable"? People in the marketing industry told reporters that drinking Coke is the same consumer behavior as drinking other drinks. However, the Coca-Cola culture conceived and cultivated by Coca-Cola and Pepsi-Cola (mainly Coca-Cola) is too rich in connotation and goes far beyond the scope of "drinking". Coca-Cola is an elaboration of American culture and an expression of the American spirit. expansion. This is the fundamental reason why "Two Les" remain strong despite the vicissitudes of life. And this is unmatched by any domestic brand.

Both "Liangle" positions its target consumer group at the young generation who subvert tradition and show off their individuality, and has been working hard for nearly a hundred years. To a certain extent, Coke has become a youthful and fashionable brand. synonym. But Laoshan Coke has also prepared its own unique competitive weapon, which is to "let consumers regain the long-lost feeling." It is understood that as early as 1985, when Laoshan Coke was most prosperous, its national market share reached about 20%. In China, a considerable number of people aged 25-60 grew up drinking Laoshan Coke, and they have deep feelings for Laoshan Coke. Judging from the response to Laoshan Coke's return to the market, this "emotional card" has indeed successfully attracted a large number of middle-aged and elderly consumer groups. But unfortunately, this group is no longer the mainstream of beverage consumption.

It is understood that within just one week after Laoshan Cola was officially offline on March 25, it was on the counters of more than 20 shopping malls and supermarkets in the island city and nearly a thousand terminal beverage outlets. Laoshan Coke's move is quite similar to the time when "foreign cola" entered Qingdao. It seems that after ten years of contemplation, Laoshan Coke's market promotion strategy has become much smarter. "Build the market first, then build the factory." This was how "Foreign Coke" used to catch Laoshan Coke off guard.

But at this time, Coca-Cola and Pepsi-Cola have extended their competition to the competition for terminal sales points. Through manufacturers and distributors joining forces to monopolize sales channels, they have completely "isolated" their competitors. Back then, "Foreign Coke" was an outsider, but now the return of "Laoshan Coke" can only be said to be a new beginning. It plays a completely different role and the market environment is even more different. In this context, Laoshan Coke In addition to imitating, we should also try to figure out the actual beverage market.

It is a pity that Laoshan Coke lacked momentum when it first appeared. For a long time after Laoshan Coke was launched, several of the largest supermarkets in Qingdao - Carrefour, Jiashike, and Wal-Mart did not find any trace of Laoshan Coke until "May 1st" "Before and after the festival, the reporter saw Laoshan Coke on promotion at Jiashike. Coca-Cola has been slashing prices and redeeming bottle caps for a long time. Anyone with a discerning eye will know at first sight that this is foreign Coke blocking Laoshan Coke. What makes Qingdao people even more helpless is the new packaging of Laoshan Coke - "it looks too much like Coca-Cola". It is said that this was designed by professionals. It is said that the red outer packaging is still used to awaken the brand sleeping deep in everyone's memory. remember. However, in the past ten years, the red ocean has become a symbol of foreign Coke. Laoshan Coke is submerged in it and cannot attract the attention of consumers.