Hebei Rising Sun Company, as the first tea beverage in China, used to enjoy unlimited scenery, but due to management defects, it was snapped up. In the end, its trademark 164, 20 1 1, was acquired by Huiyuan Company, which also makes fruit juice, through auction, but Huiyuan announced that it would stop producing the core product iced tea three years later. At this point, the rising sun once disappeared from people's sight for many years.

Surprisingly, it was recently reported that the rising sun will launch a warm tea product, which is different from the original iced tea. The reporter of China Times saw the words "honorary product of Huiyuan Group" on this poster. Can Huiyuan Group save the glory of sunrise in the past? Can warm tea products help the rising sun make a comeback?

Rising sun differentiation and regression

Starting from 1993, a rising sun group based on supply and marketing cooperatives with an investment of 30 million yuan has become a beverage giant with sales of up to 3 billion yuan through just a few years of development. In the second half of 2002, the rising sun stopped distributing goods. The "rising sun", which once had infinite scenery, has gradually become a "blue memory" in people's hearts.

There are different theories about the decline of the rising sun. However, people familiar with the matter believe that a series of "management changes" within the Rising Sun Group have really killed it since 2000.

Now, if the rising sun really wants to re-launch warm tea drinks as the outside world says, it will be amazing. It is reported that the formula of new warm tea in the rising sun market has been readjusted. In addition to lemon juice, Lycium barbarum puree is added, which is different from iced tea by the concept of homology of medicine and food, and solves the problem that drinks are difficult to sell in winter.

From this perspective, the rising sun also wants to play differently. In fact, the first thing that Sunrise did was to co-exist iced tea and warm tea, just to promote iced tea products. The new warm tea products listed this year were to re-adjust the formula.

According to relevant media reports, in the view of Xu, its marketing director, beverage enterprises should seize the opportunity of the iteration of upgrading large categories and the second recovery of old brands to jointly promote the outbreak of new products. In this regard, the more successful Arctic Ocean is ahead. In Beijing, a niche market, it has created sales of hundreds of millions of yuan, and on this basis, it has expanded to surrounding markets. Nowadays, the rising sun brings forth iced tea, with the help of the channels and brands of Huiyuan Group and the support of the huge post-70 s and post-80 s consumer groups.

However, as of press time, neither Xuri nor Huiyuan has replied to the future development plan of Xuri Warm Tea.

An industry insider told the reporter of China Times that Rising Sun has been pushing iced tea and warm tea. In summer, iced tea is mainly promoted, and in September, warm tea is mainly promoted. At present, this new warm tea is still sought after.

However, according to Zhu, a food industry analyst in China, it is a little late to promote warm tea products at this node, and perhaps Sunrise is preparing for the layout next year. At present, our reporter is trying to find out the figure of the warm tea mentioned above, but on e-commerce platforms such as JD.COM and Tmall, only Sunrise blue can iced tea products are on sale.

How much is warm tea?

Undoubtedly, the pioneer of tea drinks should be the rising sun. 1993 started from the supply and marketing cooperative, invested 30 million yuan, chose a breakthrough point that consumers are familiar with but the market lacks, created a brand-new concept of "iced tea", and developed into a beverage giant with sales of 3 billion in just a few years. Its great success has also attracted many powerful competitors to follow suit. However, from 200 1, the rising sun, which is thousands of miles a day, slowly goes downhill.

The time is fixed in 2002. At that time, the rising sun group was caught in the loan door, financing was hopeless, the capital chain was broken and the market shrank rapidly. This huge machine, riddled with holes, finally stopped working feebly.

It is reported that a series of problems led to the break of the capital chain of Rising Sun, and the Group was in financial crisis. Three executives who used to work for Coca-Cola and Master Kong were hired by the group. They wanted to turn the tide and serve as the three directors of sales, marketing, warehousing and transportation respectively. However, the group has made a rule: the managers of regional and provincial companies do not change, but the deputy directors can change. In other words, at the last moment, the clique is still reused regardless of its ability. The three directors worked for less than four months, but they were shelved on the grounds that "Coca-Cola's corporate culture was not suitable for the group" because they did not agree with the chairman's appetite, and they had no choice but to leave after five months.

However, the rising sun's "fierce medicine" approach not only failed to solve the crisis, but accelerated the market decline. 20 1 1, Huiyuan Juice Group obtained the trademark of "Rising Sun" all 164 through bidding.

However, the rising sun brand that Huiyuan took over has been unknown. The outside world also believes that the chaotic management and weak marketing power of Sunrise will bring a lot of problems to Huiyuan Juice, and it is not easy for Sunrise to "catch up" with Huiyuan Juice to make a comeback.

Now that seven years have passed, Huiyuan has finally made a move, throwing out the killer of warm tea.

"From the consumer side, Huiyuan has a certain selling point in making warm tea, but at the same time, how to land is more important. If Huiyuan regards warm tea products as a new growth point, there is still a chance. " In an interview with the reporter of China Times, Zhu said, "Huiyuan is still the first in the field of high-end beverages, but the market development is uneven, and there is a lack of layout in East China and South China, two regions with the most consumption potential. The rising sun warm tea products launched this time, if driven by dual cores, will have a certain supporting effect on Huiyuan's volume, performance and stock price. "

At the same time, people in the industry also believe that the consumption of tea is often cyclical, keeping up with the trend and fashion, and customers' preferences are also seeking innovation and change with the war of the times. Even Coca-Cola, once widely loved by people, failed to keep up with people's demand for fashion and health, and its brand sales also fell sharply. Therefore, beverage and food enterprises can only make corresponding changes according to the development of the times, so as to make their products more and more subdivided and move towards the forefront of the market, and the status of independent brands is getting stronger and stronger.