Rising Sun Group no longer exists and has stopped production. In February 211, Huiyuan acquired Rising Sun for 12.1 million yuan, and began to diversify its product line. In 25, the license was revoked by the industrial and commercial department, and the Rising Sun Group still fell like a meteor.

Rising Sun's great success has attracted many competitors to follow suit. In the siege of a group of "iced black tea" and "iced green tea" such as Master Kong, Uni-President, Coca-Cola "Lanfeng" and Wahaha, the exclusive business of "iced tea" was quickly imitated by opponents, and the concept created by Rising Sun was gradually diluted and weakened.

in p>21, the market share of Rising Sun dropped rapidly from the initial 7% to 3%, and the market sales also dropped from 3 billion yuan at the peak to less than 2 billion yuan. When the advantages of the first Mover are gradually weakened or even gone, the management problems are exposed, especially the rapid expansion of production and sales scale, which makes the company's system and talent guarantee lag behind more and more.

Extended information:

Facing more and more kinds of drinks in the market, Sunrise must start from itself if it wants to stand out. Nowadays, consumers generally believe that carbonated drinks do not conform to the concept of health. In response to such market demand, Sanya Company has increased its technicians to develop new products. At present, the "Rising Sun" fruit juice product has been launched, and nutritious plant protein drinks, such as almond dew and walnut dew, have also been developed.

As for the hard-won trademark "Rising Sun", Sanya Group believes that as the flagship product of the brand, "Rising Sun" iced tea has always remained in people's memory, but because it has been out of touch with the market for a long time, the original taste can no longer meet the needs of consumers. Sanya Group specially plans to upgrade the product, improve the taste and packaging style, and at the same time, follow other well-known brands and launch iced tea with and without sugar for different consumers, so as to make "Rising Sun"

Baidu Encyclopedia-Rising Sun

People's Daily Online-Rising Sun, the originator of iced tea, stopped production. Huiyuan suffered a diversified defeat

Can People's Daily Online-Rising Sun regain its former glory?