Talents have emerged from generation to generation, and each has been leading the way for hundreds of years!

In the past, they were all proudly made in China, national brands with an infinite sense of national responsibility:

Like Arctic Ocean, Jianlibao, Very Coke, Zhengguanghe, Asia Sarsaparilla, Bingfeng, Wuhan No. 2 Factory, Shanhaiguan, Laoshan Coke, Fenhuang Coke, etc... In those specific eras, they all had been giants that stood out from the crowd, and they were also flashy for half their lives.

Today, some are still selling well, some are reborn in nirvana, and some are drowned by the torrent of history...

The history of China’s beverage industry In fact, it’s not that long. Just thirty years can tell the story of the ups and downs. And what inspirations can we get from the development of these great national beverage brands?

一

These bottles and jars contain not only the special taste drinks of various places, but also the feelings of local people over time.

They may be forgotten by the times, but they will never leave people's hearts. No one can replace the memories of the long years spent with people:

Jianlibao, born in 1984, takes the name of " It means "health and vitality". It became popular after the 1984 Los Angeles Olympics and was known as the "Chinese Magic Water".

Born in Guangzhou, it is China’s first drink with added alkaline electrolytes. It was the designated drink for the 2010 Guangzhou Asian Games. When Jianlibao was mentioned back then, everyone knew about it. It was a national sports drink. It's none other than him.

However, when the industry environment undergoes drastic changes, aging management, failed acquisitions and other reasons directly lead to the company's lack of sales success. But it is undeniable that Jianlibao is still working hard, constantly launching new products, and looking for the next hit "magic water". I hope Jianlibao can be reborn and return to the top as soon as possible!

Fenhuang Coke was definitely very popular in the 1980s, mainly because it tasted so good. Boys liked it more mainly because it was endorsed by Jackie Chan, who was already very popular in China at that time.

In the minds of young people at that time, Jackie Chan represented a modern Chinese martial arts image, and Jackie Chan on the cover was even more heroic. It is said that anyone who has drank this kind of drink is almost on the verge of death.

Icy, if the Arctic Ocean is the Coke of Beijing, then Bingfeng is the Pepsi of Xi'an.

The Bingfeng Soda in the ancient city of Chang'an records the past and present of Xi'an. For Xi'an people, it is a national brand steeped in the feelings of generations of Xi'an people.

Under the strong attack of world-class beverage brands, Bingfeng has survived tenaciously from 1953 to the present, and the war has become more fierce. It is said that Bingfeng's annual sales volume in Shaanxi reaches 100 million bottles. Walking in the streets and alleys of Xi'an today, Bingfeng can be seen everywhere in restaurants. Bingfeng, Liangpi, and Roujiamo are affectionately called Sanqin set meals by Shaanxi people.

二

The breeze goes with the waves, and when you come back, you are no longer a teenager!

Zhengguanghe, Shanghai Zhengguanghe Soda Drink Factory is the earliest and largest professional beverage factory in China. It was founded in 1864 by the British businessman Guanghe & Co., Ltd. It has a history of 155 years and is the largest professional beverage factory in China. The first bottle of salt soda was produced by Zhengguanghe.

In the minds of Shanghainese, Zhengguanghe is synonymous with salt soda, and it is also a cherished memory of Shanghainese children. Zhengguang and salt sodas are very similar to mineral water, but they actually taste slightly sour and slightly sweet, with a very prominent salty taste. The refreshing bubbling taste is perfect for cooling off in the hot summer! At that time, many units used salt soda water as summer labor protection products and distributed them to employees to relieve themselves from the heat.

Asian SARS, in Guangdong, is a soda brand that everyone knows and knows, and it is an indelible childhood memory of those born in the 80s and 90s.

Guangzhou Asia Soda Water Factory, which produces Asia Sashi, was founded in 1946 and is the soda water factory in Guangdong that has been producing soda for the longest time. "You are so angry with me, but you are so angry without me" is a catchy advertising slogan that has been circulated to this day. Back then, some people even packed root beer in plastic bags and drank it while walking.

Laoshan Cola has been developed since 1953. Although Coke Red is also used on the packaging, don't compare it with Coca-Cola. Their tastes are completely different.

It contains more than ten kinds of natural herbs such as jujube, angelica dahurica and amomum villosum. It has a strong local Chinese flavor. It is China’s first carbonated drink and is also known as the elder brother of domestic cola!

After drinking it, there is no astringency, and the sweetness is that of ancient ginger and jujube. This drink has the flavor of jujube, a bit like hawthorn, and the aftertaste also smells of tobacco... Some people also say that it feels like Nianjian Chuanbei loquat ointment.

As the years change, you may not have noticed that more and more brands have gradually disappeared in the long river of time...

三

Rise and fall are the unchanging laws of the world!

So, looking at the development of China’s beverage industry in the past thirty years, what inspiration can we get from the development of these great national beverage brands?

First of all, there is no sure way to sell products well, but there is a way to do brand marketing.

The reason why products such as Wangzai Milk and Zhenzhen Lychee Soda have continued to sell well over the years is that, in addition to improving the quality of the products themselves, more importantly, these companies also attach great importance to brand marketing and continuously enhance customer stickiness. , strengthen interaction with consumers.

Facing the fact that young consumer groups are increasingly becoming the mainstream of consumption, Wangzai Milk has attached great importance to building a younger brand in recent years, shooting emotional advertisements, launching "plus" new clothes, transforming clothes, etc., and competing with consumers fiercely. , which caused a huge response.

Secondly, if you focus on feelings and youthfulness, old products can also be given a new look.

Tianfu Cola and Arctic Ocean are both beverage brands established in the early 1980s. With their good taste and strength, they quickly became dominant.

Due to development needs, the two cooperated with Pepsi-Cola in 1993 and 1994. Later, they encountered marginalization, freezing, and even discontinued production.

The two companies that never gave up used legal and negotiation methods to regain the trademark and operating rights from Pepsi-Cola. After re-emerging, both major brands began to respond to current market needs, launch new products, and continuously diversify categories.

Stop selling your feelings! Relying on sentiment alone may not get you far, but it is still necessary to combine the preferences of young people, launch young and energetic new clothes, and play with sentimental marketing. This series of actions will give old products a new look and new vitality.

Finally, if you don’t seek innovation or change, product demise is inevitable.

Both Robust and Rising Sun were once giants in China’s beverage industry, but now they are no longer brilliant, and their flagship products have disappeared in the torrent of history.

The most fundamental reason is that we have not kept up with the changes in the market environment, pursued innovation and change, and implemented it