The history of China's beverage industry is actually not long, just thirty years can say all the ups and downs, and we can from these great national beverage brand development!

There are many talented people in the world, each leading the way for hundreds of years!

Once upon a time, they were all proudly made in China, and were national brands with an unlimited sense of national responsibility:

Like Arctic Ocean, Guinness, Very Cola, Zheng Guanghe, Sars Asia, Ice Seal, Wuhan No.2, Shanhaiguan, Laoshan Cola, Fenhuang Cola, and so on... In those particular times, they have all been proud giants and have been flamboyant for half a lifetime.

Today, some are still selling like rainbows, some are reborn in Nirvana, and some are drowned by the flood of history ......

China's beverage industry history is actually not long, just thirty years can say all the rise and fall, and we can get from these great national beverage brands in the development of those revelations?

One

In these bottles and cans, loaded with not only the taste of the local characteristics of the drink, but also loaded with the feelings of the local people years.

They may be forgotten by the times, but will not leave the hearts and minds of people, and people spend a long time is who can not replace the memories:

Healthy, was born in 1984, to take the "health, vitality" of the meaning of the 1984 Los Angeles Olympic Games, a hit, known as the "Chinese magic water". "China's magic water".

Born in Guangzhou, as China's first drink to add alkaline electrolytes, the 2010 Guangzhou Asian Games designated beverage, when mentioning Jianlibao, no one knows that no one knows, the national sports drink is none other than him.

But when the industry environment has changed drastically, management aging, acquisition failure and other reasons directly lead to the company's sales successor weakness. But it is undeniable that Jianlibao is still working hard, continue to push the new, looking for the next explosive "magic water". I hope that Jianlibao can be reborn as soon as possible, back to the peak!

Fen Huang Cola, in the 80's, was absolutely very hot, mainly because of its taste is really good. And boys liked it more mainly because it was endorsed by Jackie Chan, who was already very hot in China at the time.

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

Bing Feng, if Arctic Ocean is the Coke of the capital, then Bing Feng is the Pepsi of Xi'an.

Ice Peak soda in the ancient city of Chang'an records the ancient and modern Xi'an city. For Xi'anese people, it is a national brand soaked with the feelings of several generations of Xi'anese people.

Under the strong attack of world-class beverage brands, Bingfeng has tenaciously survived from 1953 to the present day, and the battle is getting stronger and stronger. It is said that Bingfeng sells 100 million bottles a year in Shaanxi. Walking down the streets of today's Xi'an, Ice Peak can be found everywhere in restaurants, and Ice Peak, cold skin, and meat buns are affectionately known as the Sanqin package by Shaanxi people.

Two

The wind goes with the waves, and you are no longer a teenager!

Cheng Guanghe, Shanghai Cheng Guanghe Soft Drink Factory is the earliest and largest professional beverage factory in China, founded by the British Guanghe Foreign Bank in 1864, has a history of 155 years, the first bottle of China's first salt water is the production of Cheng Guanghe.

In the minds of Shanghainese people, Zheng Guanghe is synonymous with salt water, and it is also the memory of Shanghainese people's childhood. Salt water is very much like mineral water, but in fact it tastes slightly sour and sweet, with a very prominent salty flavor and a bubbly, refreshing taste, which is perfect for cooling off in the hot summer! In those days, many units would take the salt water as summer labor defense supplies, issued to employees to relieve the heat of summer cooling.

Asia Shashi, in Guangdong, Asia Shashi is no one knows, no one knows the soda brand, but also 80, 90 years after the indelible childhood memories.

Producing Asia Sarsaparilla's Guangzhou Asia Soft Drinks Factory was founded in 1946, and is the longest soft drink factory in Guangdong producing soft drinks. The catchy advertising slogan, "Have me so good, not so long", has been passed down to this day. Back then there were even people who would pack their sarsaparilla in plastic bags and drink it while walking.

Laoshan Cola, which has been in development since 1953, also uses cola red in its packaging, but don't compare it to Coca-Cola, which has a very different flavor.

There are more than ten kinds of natural herbs added inside such as jujube, dahurica, and sand nut, etc. With a strong local Chinese flavor, it is the first carbonated beverage in our China, and it is also known as the predecessor big brother of domestic cola!

There is no astringency of the teeth after drinking, and the sweetness is very ancient ginger jujube sweet. This drink has a jujube flavor, and a bit like hawthorn, and the aftertaste has a tobacco flavor ...... Some people also say that it is very much like Nien Ci'an Chuanbei loquat paste.

With the changing of the years, you may not have noticed that more and more brands are gradually disappearing in the river of time as you start to run around for your life...

Three

The rise and fall of a brand is the law of the world!

So, looking at the development of China's beverage industry over the past three decades, what insights can we gain from the development of these great national beverage brands?

First of all, there is no fixed way to sell a product, but there is a way to market a brand.

The reason why products such as Wantzai milk and Zhenzhen lychee soda have continued to sell well over the years is that, in addition to strengthening the enhancement of the quality of the products themselves, it is more important that these companies also attach great importance to brand marketing, and constantly enhance customer stickiness and strengthen the interaction with consumers.

In the face of young consumers increasingly become the mainstream of consumption, Wantzai milk in recent years, pay considerable attention to brand rejuvenation to build, shooting mood ads, the launch of the "plus" new clothes, such as deformation suit, and consumers to play hot, caused by the reaction **** Ming.

Secondly, the mood, youthful grasp of the wonderful, old products can also change the new face.

Tianfu Cola and Arctic Ocean are both beverage brands built in the early 1980s, with good taste and strength, quickly became a dominant party.

Due to development needs, the two partnered with Pepsi in 1993 and 1994, before being marginalized and snowed under, or even discontinued.

The two companies never gave up, and through legal and negotiation means, they regained their trademarks and operating rights from Pepsi. After the re-emergence of the two brands, both began to address the current market demand, grasp the new, constantly enrich the category diversification.

Don't sell your feelings! Relying on sentiment alone may not go far, or to combine with young people's preferences, while launching the new youthful vitality of the new clothes, while playing with sentiment marketing, a series of moves have made the old product for a new face, new life.

Finally, not seeking new and not seeking change, product demise is inevitable.

Le Baishi and Sunrise were once the giants of China's beverage industry, but now they are no longer brilliant, ace products have disappeared in the flood of history.

The reason, the most fundamental is not keep up with the changes in the market environment, to seek new changes, the actual