In fact, it is difficult to say that most domestic brands have completely disappeared. Only some brands have shrank to survive in small areas. There are also many brands that have experienced decline and resurrection several times, such as the following.

Jianlibao

Brand history:

Launched in 1984, focusing on "health and vitality". It became an instant hit after the 1984 Los Angeles Olympics and was known as the "Chinese Magic Water." As China's first drink with added alkaline electrolytes, Jianlibao took the lead in introducing the concept of sports drinks to Chinese people. Sales in 1997 exceeded 5 billion.

Causes of decline:

Share disputes and poor control of core brands. The listing failed in the autumn of 1997. Two years later, founder Li Jingwei proposed a plan to implement an employee stock cooperative system within the company. He tried to raise funds to buy out the government's shares, but was rejected. Sales fell in 2001. In July, the Sanshui government advocated selling Jianlibao, but not Li Jingwei's team.

In 2004, Jianlibao Group's sales revenue was only 2.8 billion, and it was already insolvent. After changing owners several times, Jianlibao "has basically become a mess." After Li Jingwei passed away in 2013, the future of Jianlibao became even more worrying.

Fifth Season

Brand History:

A series of leisure drinks launched by Guangdong Jianlibao Group in 2003. The group hopes to use a large amount of advertising to create a sincere, yet youthful and fashionable product impression. Through the advertising bombardment at different times on CCTV and the endorsement of Japanese star Ayumi Hamasaki, it left a deep impression on the market.

Reason for disappearance:

Jianlibao launched diversified products under the single brand "Fifth Season" without main products, resulting in reduced brand recognition; the taste is not the same as that of other similar brands. Too big a difference will inevitably lead to low consumer recognition.

Sunrise

Brand history:

China’s first carbonated black tea drink and the first tea drink. In 1993, Xuri Group, which started as a supply and marketing cooperative with an investment of 30 million yuan, became a beverage giant with sales of 3 billion yuan in just a few years. However, starting from 2001, Xurisheng, which was rising rapidly, slid into the "twilight" trajectory unimaginably. In the second half of 2002, Xurisheng stopped selling goods.

Reason for disappearance:

In 2002, the group fell into the dilemma of no access to loans, no hope of financing, broken capital chain and rapid market shrinkage. In 2004, the "Rising Sun" trademark narrowly missed being auctioned in Suzhou, Jiangsu Province. A company that once ranked second in China's beverage industry has fallen into the tragic situation of being frequently auctioned.

Robust

Brand history:

Guangdong Robust Group is a well-known large-scale food and beverage enterprise in the country, with 20 branches in major cities across the country. With nine branches or offices, the market network covers urban and rural areas across the country.

Cause of decline:

In 2000, Danone acquired Robust; in 2001, the five Robust veterans headed by He Boquan were kicked out. With no market direction, lack of market strategy, and weakened brand image, Robust products continue to be sluggish in the market. In 2005, Robust suffered a loss of 157 million yuan, and is expected to lose another 150 million yuan in 2006.

Queer

Brand history:

This drink, whose LOGO resembles the head of a bubble child, is a product of Coca-Cola Japan Branch targeting the children's market. . Small bottles, mainly juice drinks, are easy to carry. It was launched in Japan in 1997 and then expanded to the Chinese market. In China, it targets girls in universities, middle schools and primary schools and the young white-collar market.

Reasons for disappearance:

Regional limitations and incorrect name translation, resulting in low market acceptance; the brand is empty, has no brand connotation, and cannot withstand scrutiny; employees within the company have little understanding of the meaning of the brand If you don’t understand, there are misunderstandings in implementation; the product brand affinity is not high.

Beer Catecha Shuang

Brand History:

Wahaha invested heavily in building a new product in 2008, but it disappeared from the market in 2010.

Reason for disappearance:

Inaccurate product and consumer positioning; strange taste; failure in product classification; failure in advertising strategy. Regarding the advertisement "You're Out", everyone is quite critical. Several beauties were drinking something that looked like beer in the classroom, which gave parents and public opinion a very bad impression. Some even said that this was inducing children to drink. This advertisement illustrates that "shocking advertisements" can indeed expose the brand in the first place, but "drink or you will be out" as a kidnapping behavior of a moral label can easily arouse consumers' rebellious psychology.

Laoshan Cola

Brand history:

China’s first carbonated drink was developed by the state organization in Qingdao in 1953. From 1980 to 1990, Laoshan Coke was in short supply, with an annual production capacity of 80 million tons, and more than 100 jointly owned manufacturers across the country.

Reasons for disappearance:

In the 1990s, domestic colas such as Laoshan Coke had difficulty competing with foreign cola due to various reasons such as mechanism, management, marketing, funds, and personnel, and gradually faded out. market. In 1997, Laoshan Cola ceased production.

In March 2003, Laoshan Coke returned to the market, but it was nowhere to be found in several large supermarkets in Qingdao. Later, the reporter discovered Laoshan Coke on sale in a local supermarket. Confronting the other "Two Les", the effect was unsatisfactory, and the fate of being submerged was still the last.