Childhood memories always make people feel so beautiful, simple playing, carefree life, just drinking a bottle of cheap drinks can make you happy for a long time. As time flies by, we have grown up, the taste in our memories is no longer there, and the popular beverage brands at that time have gradually disappeared.

Let’s talk about those beverage brands that were once very popular but are now missing.

Very Coke, China’s own Coke

Very Coke is a brand owned by Wahaha and was born in 1998. Its brand slogan is "Very Coke, the Chinese Coke", holding high the banner of a national brand, and its market channels are mainly located in small cities and rural areas. Since it was put into production in May 1998, Very Coke has suddenly emerged, with annual production and sales exceeding 600,000 tons, forming a three-legged rivalry with Coca-Cola and Pepsi-Cola.

Coca-Cola and Pepsi-Cola are both American brands, and they have always dominated the market. As a domestic brand, Very Coke, although it could compete with them in its heyday, faced its strong capital later. The market of Very Coke was continuously eroded by the two giants. Eventually, even the advantages of the rural market were divided up.

And just as Very Coke was at its peak, the competition between Coca-Cola and Pepsi-Cola was intensifying. Both parties were investing in the market and distributing goods through all channels regardless of the cost. This put Very Coke in a rather "awkward" situation. , the boss Coca-Cola and the second child Pepsi-Cola fought, and the third child Pepsi-Cola was injured.

In addition, Very Coca-Cola was unable to compete with the two giants in terms of investment in marketing. In addition, it was dubbed a "copycat", and Very-Cola gradually faded away and disappeared from people's minds. In sight.

Chinese magic water, Jianlibao

Jianlibao is really the memory of a generation. I believe most people have drank it in their childhood. Jianlibao is the first beverage in China to add alkaline electrolytes, and is the first to introduce the concept of sports drinks to Chinese people. Jianlibao, born in 1984, became an instant hit after the Los Angeles Olympics and was known as the "Chinese Magic Water".

Needless to say, Jianlibao was very popular back then. Later, as Coca-Cola and Pepsi entered the Chinese market one after another, and new domestic beverage brands continued to emerge, Jianlibao’s upward momentum began to slow down. Jianlibao was founded by Li Jingwei. After it grew, the company failed to keep up with the times in terms of management. The main executives were all veterans who followed Li Jingwei in starting a business. There was a lack of team training, and management, marketing, and marketing lagged behind the market. And Li Jingwei After the great success of Jianlibao, Jingwei's confidence was extremely expanded and it began to make a series of diversified investments. In the end, due to financial constraints, Jianlibao was unable to achieve its goals in terms of brand and channels, and fell into decline.

Sunrise Ice Tea, refreshing and refreshing

Sunrise Ice Tea is China’s first carbonated black tea drink and the first tea drink. Rising Sun Ice Tea was born in 1993. Hebei Rising Sun Group investigated the domestic and foreign beverage markets and made a fuss about China's traditional beverage "tea". It pioneered the first "ice tea" concept and invested 30 million yuan in Rising Sun Ice Tea. Tea production and market development.

The rise of Rising Sun Ice Tea is due to the innovation of the beverage brand. Through heavy investment in marketing and advertising, it was quickly known to the majority of consumers. The decision-makers adopted the capital operation model of "borrowing chickens to lay eggs". The Rising Sun Group provided production technology and raw materials, leased 71 beverage production lines and 5 beer production lines idle by companies across the country, and opened 23 branches across the country, successfully interpreting the "low-cost rapid expansion" that was once legendary. A strategic miracle.

In 2001, Xurisheng reached its peak. With its dominant position in the ice tea field, it was selected as a well-known trademark in China. Later, Xurisheng was ultimately defeated in terms of "management". For such a large group, more than 80% of the employees came from the county, and the average education level of the management was below junior high school. Under such a chaotic management model, Xurisheng suffered frequent situations, and eventually fell into the dilemma of no access to loans, no hope of financing, broken capital chains, and rapid market shrinkage. Coupled with being chased and intercepted by brands such as Uni-President, Master Kong, and Coca-Cola, even if drastic changes were made later, there was no way back.

In February 2011, Huiyuan Group obtained the ownership of all 164 trademarks of "Xu Risheng" through bidding for 12.01 million yuan, and then launched the "New Xu Risheng Ice Tea" produced by Huiyuan. However, due to the sales volume It was not good and was declared discontinued. Nowadays, Huiyuan is also in trouble and faces the possibility of bankruptcy.

The former brand giants have disappeared in the long river of time for various reasons. Maybe they can give some inspiration and warning to the latecomers. When the brand becomes bigger and stronger, they must not take it lightly and blindly. Only by expanding, constantly innovating products, and keeping up with the needs and quality of products in the new era can we grow steadily.

In your childhood memories, which familiar brands are missing now? Welcome to express your opinions in the message area!