Jianlibao should be drunk by many people. It tastes sweet orange, but in the past, Jianlibao was not cheap. It used to be the first brand of domestic drinks in China, and it was found in almost all streets and alleys in China at that time. This is an orange-flavored sweet soda. When I was a child, I visited my relatives for the New Year, and it was all a box of ham and a box of Jianlibao.
reasons for fading out: Jianlibao has not really disappeared or closed down, but it is no longer the main brand in the market. Jianlibao is no longer sold in physical stores, but now it is a power supplier. Let's review it together.
jianlibao's sales in 1984 were 3.45 million, 16.5 million in 1985 and 13 million in 1986. Li Jingwei, who became famous overnight, also created many classic marketing.
In p>1987, Jianlibao and Coca-Cola competed for the sponsorship of the National Games.
Coca-Cola offered 1 million yuan, but Li Jingwei directly raised the price to 2.5 million yuan, increasing the cost of drinks by 1, yuan. In the end, it is natural for Jianlibao to win. In that year's National Games, there were places on TV, and all the sportswear we saw were Jianlibao. In 199, Jianlibao won a series of competitions, including table tennis, gymnastics and track and field. There is also an advertisement, "If you want to be healthy, please drink Jianlibao", highlighting the health care function.
In p>1991, Li Jingwei invented a magical idea: the pull ring won the prize. The promotion idea is to open the tab and have a chance to win 1 million.
This marketing method is still in use today, like another bottle. Here is an extended example.
in p>1994, asteroid 359 was named "Sanshui Jianlibao Star", which was the first planet named after an enterprise in the world.
In p>1997, Jianlibao reached its brilliant peak, and Li Jingwei reached the peak of its life, with annual sales reaching 5.5 billion.
After the peak, it is often downhill, and Jianlibao is no exception. In the past, products sold well, and Jianlibao has always been a "businessman". Using the traditional multi-level dealer agency system, the distribution channels are too long, and there is a lack of proper guidance and control for the promotion, advertising and product launch of terminal products. When the market changes, it can no longer adapt to this market.
In p>1993, Jianlibao missed the shareholding system reform and the listing opportunity. In 1997, Li Jingwei planned to land on the Hong Kong Stock Exchange, but Sanshui government directly refused, on the grounds that Li Jingwei's team was in Hong Kong and did not have a temporary residence permit, so it was not allowed to buy the original stock of H shares. Since 1997, the sales volume of Jianlibao has decreased at a rate of 7, to 8, tons per year. With the rapid development of Wahaha and Robust, Jianlibao, which failed to make a new breakthrough, seems to be somewhat weak in development.
who does jianlibao belong to now? The characters behind Jianlibao have also handled several waves of people.
in p>22, sanshui government transferred 75% of Jianlibao's shares to Zhejiang SDIC at a price of 338 million yuan. Jianlibao entered the era of Zhang Hai.
In p>24, Beijing Huizhong Tianheng moved to Zhang Hai, Zhu Weisha and Ye Honghan, indirectly holding 91.1% of the shares. The government sealed up the company account and established Jianlibao Trading Company.
In October p>25, Uni-President Group acquired Jianlibao Trading Company and Jianlibao brand.
ten years after Jianlibao was under the unified banner, the news that Jianlibao will change its ownership again has recently spread in the industry. According to the announcement issued by Uni-President Group, Uni-President will sell 1% equity in Jianlibao for 95 million yuan, which will be taken over by an investment company under CITIC Group. Jianlibao Group's 95 million yuan for the acquisition of Jianlibao Trade came from "Beijing Chunxin Capital Management Co., Ltd.", a subsidiary of CITIC Asset Management.
2. The Arctic Ocean
When I was a child, my favorite drink was soda, especially the orange-flavored soda in the Arctic Ocean. In summer, I served a bottle of iced soda to relieve the heat and quench my thirst. Even if I eat in a restaurant now, when I see the Arctic Ocean, I will put a whole bottle on it!
Perhaps for the post-9s and post-s people, they are not familiar with the old local brand "Arctic Ocean", but for the post-7s and post-8s people, they are familiar with it, which is the childhood memory of this age group. At one time, the Arctic Ocean could be said to be the "king" of domestic soda brands, and its sales were comparable to Coca-Cola.
reasons for fading out: at that time, for many suppliers, even if they had money, they often couldn't get the goods, and the vendors who queued to pull the goods lined up two kilometers away. In order to meet the supply problem, the production line in the Arctic Ocean is non-stop for 24 hours. But even if we work hard day and night, there are still vendors who can't get the goods and have to queue up outside the factory for a whole night until the next day. In the 198s, the Arctic Ocean had achieved an annual output value of hundreds of millions, and its profits exceeded 1 million.
When the market declined, the Arctic Ocean chose to cooperate with Coca-Cola, which has both money and resources. Unexpectedly, the Arctic Ocean has become a "springboard" for Coca-Cola in the domestic market, using the existing channels of the Arctic Ocean to promote its own brand, but directly hiding the Arctic Ocean. Once the king of soda, he set an output value of over 1 million yuan between 1985 and 1988, but he was forced to stop production, and gradually faded out of the sight of consumers, and disappeared for 15 years. About 1 years ago, in 211, the Arctic Ocean, which had been discontinued for 15 years, reappeared and "re-emerged" after taking back the trademark.