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The predecessor of Beibingyang Food Company was the Peiping Ice Factory built in 1936. It was nationalized in 1949 and renamed Beijing New Ice Factory. In 1950, it was renamed Beijing Food Factory, and officially registered the "Arctic Ocean" trademark and the trademark pattern of snow-capped mountains and white bears.
In 1985, Beijing Beibingyang Food Company was restructured and established, and then entered a glorious period of history. In 1994, following the wave of investment promotion, Arctic Ocean Food Company cooperated with foreign businessmen and established four joint ventures. "Arctic Ocean" soda was assigned to one of them, Pepsi-Arctic Ocean Beverage Co., Ltd., for production. Unfortunately, all three companies, including Pepsi-Arctic Ocean, closed down soon. Only Beijing Pepsi-Cola Beverage Co., Ltd. continues to produce bottled purified water under the "Arctic Ocean" brand.
From today's perspective, the earliest packaging of Arctic Ocean Soda may be a little crude. It's an ordinary glass bottle with the three characters "Arctic Ocean" protruding from it, nothing more. If you are too far away or the angle is wrong, you will not be able to see the trademark clearly at all. Later, the products of Arctic Ocean Food Company were updated, and the shape of the trademark on the bottle was changed to a fan shape with a red and white background, with the big bear "Arctic Ocean" painted on it, with its head held high and its neck very long. This bottle has continued to be used. However, perhaps due to psychological effects, although the newly packaged Arctic Soda was more conspicuous than before, it was criticized at the time. Many people feel that the taste has changed and is no longer the same as when they used the original bottle.
Arctic Ocean Soda
Despite this, there were still many unscrupulous traders who misappropriated the "Arctic Ocean" brand. In the early 1980s, "Arctic Ocean" sodas were mixed. The aunt downstairs in the dormitory recalled that at that time, a person had just got off the plane and bought a bottle of Arctic Ocean soda at the airport. After taking a closer look, he found that the liquid in the bottle was very Turbid with a lot of sediment. In fact, Arctic soda is made with fresh orange jam blended with water, so it’s okay to have a little sediment. But when I opened it again and drank it, I felt that the taste was wrong. The sweet taste was a bit bitter. He called Arctic Ocean Company to report the problem. The company sent people to investigate the situation and found that the box containing the soda was produced in the Arctic Ocean and the bottle was also produced in the Arctic Ocean, but the bottle cap was leaking. At that time, the regular Arctic soda had red caps, but the counterfeit products all had white caps.
No. 22 Anlelin Road, Yongdingmenwai, Chongwen District. This is the address of Beijing Beibingyang Food Company that can be found online. After arriving at the destination and wandering around, the newspaper seller on the roadside told the reporter: "Beibingyang Company is no longer here. You see, the Tiantian Home Community over there is their factory in the past." Follow the newspaper seller's instructions. If you look for it, you will find that it is now a bustling residential area and there is no sign of a factory. After searching carefully, the six characters "Arctic Ocean Stay" appeared in front of me.
We found Wang Xiaoping, director of the office of Beijing Beibingyang Food Company, at the left-behind office. According to Director Wang, the predecessor of Beijing Beibingyang Food Company can be traced back to 1936, when it was still called Beiping Ice Factory and was the first artificial ice-making enterprise in Beijing. After the Marco Polo Bridge Incident, it was used as a special warehouse for the Japanese army. The ice making plant later resumed operation, but its business was dismal and it closed down around 1948. In 1949, the ice making factory was nationalized and renamed Beijing New Ice Making Factory, and more than 10 old workers from the original factory were recruited. In June 1950, the ice factory officially registered the "Arctic Ocean" trademark and the trademark pattern of snow-capped mountains and white bears that have been popular for half a century. That year, he produced his first batch of products - fruity popsicles. In the second year, ice cream, ice cream and other varieties were added, and in this year it was renamed Beijing Food Factory. In 1954, with the approval of the municipal government at that time, "Arctic Ocean" officially settled on Anlelin Road. In 1956, under the personal intervention of Premier Zhou Enlai, Shanghai Watsons moved to the capital to cooperate with the Beijing Food Factory. Watsons brought several integrated filling lines from the 1930s and 1940s to the Arctic Ocean from Shanghai. Although the equipment was a bit old, it was the first company in Beijing at that time to use modern operations to produce soda. From that time on, while Beijing residents were complaining about the scorching summer heat, they could also get the coolness brought by Arctic soda. At the same time, Shanghai also dispatched a group of experts and technicians with rich experience to Beijing to assist in production.
In the 1950s and 1960s, when the domestic economy had just begun to recover, everyone's quality of life was gradually improving, and many people were no longer satisfied with simple food and clothing. But at the same time, the consumer market is still in its infancy, and the lack of commodity supply cannot actually meet the living needs of the people. A series of products of Arctic Ocean Food Company just meet the new requirements of Beijing citizens for cold drinks, especially the "Arctic Ocean" soda, which has been loved by Beijing citizens as soon as it was launched. A dime of soda is considered a moderate "luxury" for a family whose monthly income may only be more than 20 yuan. But every summer, a bottle of ice-cold Arctic soda not only has a strong appeal to children, but is also an irresistible temptation to adults.
In 2008, Beijing Yiqing Group, the parent unit of Arctic Food Company, announced that it would reorganize its internal assets.
In 2011, Li Qi, general manager of Yili Food Company, revealed: "Beijing's old famous food brand "Arctic Ocean" soda will be re-launched in September 2011." This is the return of the Arctic Ocean brand after nearly 15 years of discontinuation. It is reported that the first batch of products to be rolled off the production line will still be mainly soda drinks, and cold drinks and canned products will be considered later. Midsummer has passed in September, which is not the peak season for soda sales. In this regard, Li Qi explained that the original plan was to have the first batch of Arctic products rolled off the production line in April and May 2011, but there were many legal and procedural issues in the process of recovering and restoring old famous brands. , the launch time was delayed by half a year.
Beibingyang’s production base has been determined to be Beijing No. 1 Light Food Base in Daxing. Will the returning Arctic Soda still be what old Beijingers remember? It is reported that the traditional product features such as Old Arctic Ocean glass bottles, metal caps, and orange flavors will not change. However, the formula will be slightly adjusted according to today's health fashion and changes in people's tastes, and the development of functional drinks and fruit and vegetable drinks will be considered. Waiting for new products. In addition to Arctic soda, the flagship products of Arctic Ocean such as double-stick ice cream, sorbet, canned peaches, and halal meat cans will also gradually return to the market.
The reporter also learned that the just-opened Yili Food Chain Store will be an important sales channel for Arctic Soda after its relaunch. Once upon a time, carrying empty bottles to the small shop in front of your home to exchange for soda was the coolest memory for Beijingers in midsummer. With Yili Food chain stores opening in the streets, Beijingers' "exchange" for soda is likely to happen again. now.
It is understood that from 9:00 to 16:00 on September 14, 2011, Arctic Soda will hold a free tasting event at Yili Bakery Chain Store (Fuchang Street Store) on Nanwei Road. The location will be changed to Beixinqiao store (Beixinqiao subway station entrance), the products in these two days are not sold as merchandise. The full range of products is expected to be launched in early October. These new products are in 248 ml bottles. Not only are they still packaged in glass bottles, but the bottle caps also use metal "crown" caps. However, the bottle image has been redesigned and produced, and the price is 2.5 yuan.
As soon as the news of the tasting was announced, it attracted the attention of many netizens. Many people said that they would definitely go to support it and "hoped it would still taste like their childhood." Regarding the taste issue, some Arctic Ocean staff said that Arctic Ocean has made various efforts to adjust the taste. After tasting and appraisal by Arctic Ocean veteran employees, the taste is guaranteed to remain unchanged, but artificial colors and saccharin are no longer used.
Judging from the feedback from netizens, consumers have strong feelings for Arctic Ocean, and most of them are looking forward to its action of "re-conquering the market". However, some people in the industry are still worried about the prospect of its return at this time. This person believes that the biggest bargaining chip for Arctic Ocean to return to the market is the "emotional card". Only when the taste, purchase scene and other situations are consistent with the past can it truly gain the support of this group of people. However, the lives of consumers nowadays Habits have changed a lot compared to 15 years ago. The most important thing is that people have a wide range of beverage products to choose from. "From another perspective
Arctic Soda is back on the market (3 photos)
From another perspective, consumers who have memories of Arctic Ocean are a relatively narrow group after all, and the market space was initially "
Li Qi, general manager of Beijing Yili Food Company, the current owner of the Arctic Ocean brand, said that the distribution of the new Arctic Ocean soda will first follow the old traditional street store model. Will not enter large supermarkets.
It is said that the company is currently preparing to sign agreements with 100 distributors in Beijing. Each distributor has hundreds of retail outlets. It will first be launched in street convenience stores and small shops. It is cheaper than recycling bottles. Each bottle requires a deposit of 1 yuan.
In this regard, an unnamed marketing expert said that Arctic Ocean’s price of 2.5 yuan for 250 ml is more expensive than Coke. It should be that it wants to take a high-end route, but its products are only distributed at roadside stalls. And it is placed in the low-end ranks. This positioning will give consumers a sense of confusion. In addition, this form of bottle recycling will also become a factor restricting its development.