Why is the sales of old-fashioned soda in China getting lower and lower now?

"Without the ice peak, there would be no complete set". The ice peak is full of memories of generations in Xi 'an, and it is also a "time machine" for local people to taste the past. There is a joke that the test of a Xi 'an man's "purity" depends on how many bottles of ice peaks he drinks. This regional soda brand with a history of development signed a listing counseling agreement with Huachuang Securities, intending to be listed on the small and medium-sized board of Shenzhen Stock Exchange, and submitted the IPO application materials before. Not long ago, "Old Beijing Soda" was just listed in the Arctic Ocean, and Heli Soda, one of the earliest domestic soda products, also returned to the rivers and lakes through the replica version of "Hankou No.2 Factory".

With the rise of the national tide, domestic soda is setting off a wave of collision between the China tide and the new era in the beverage industry, and the old soda is also trying to return to the market and occupy a place with the help of capital. However, in the new round of fighting, in the face of opponents with different styles, these regional soda brands can't help them replicate their successful models by "feelings" alone. Time has passed, leaving aside the label of feelings, domestic time-honored brands have to face the reality that it is difficult to turn over even if they lie on the thigh of capital.

As an exotic product, regional soda has been introduced to China for a long time, and Empress Dowager Cixi is a loyal supporter of Dutch soda. After the founding of the People's Republic of China, the country independently developed the first batch of China soda ash-Laoshan Coke, which opened the road to localization of soda ash. Generation, with the development of market economy, soda plants all over the country blossom everywhere. However, due to the limitation of transportation conditions, most of the early sodas were packed in glass bottles, and the sodas in the factory could only be sold locally. That's why there is a scene of "one city, one IP".

When it comes to "Happy Fat House Water", the first thing that young people think of must be Coca-Cola or Pepsi. But for the older generation, the first thing that comes to mind is eight domestic soda brands full of childhood memories. They are Beijing Arctic Ocean Food Factory, Tianjin Shanhaiguan Alkali Factory, Shanghai Zhengguanghe Alkali Factory, Wuhan Hankou No.2 Beverage Factory, Guangzhou Asia Alkali Factory, Shenyang Bawangsi Alkali Factory, Chongqing Tianfu Coke Group Company and Shandong Laoshan Alkali Industry Company.

The products of these eight enterprises occupy almost half of the national market share, which is not only a local characteristic signboard, but also left an indelible mark in the history of beverage development in China. For example, in the Arctic Ocean in Beijing, the average worker in Beijing earns only 40 yuan a month, and the annual sales profit of the Arctic Ocean has reached 8786438+0, which is a well-deserved domestic soda.

Tianjin Shanhaiguan Alkali Factory, which is close to the Arctic Ocean, is even better. It not only appeared at the wedding of the Qing emperors Puyi and Wanrong. Later, it was once designated as a special drink for state banquets. If "soaking Lycium barbarum in coke" is a joke of contemporary people's "punk health preservation", then in the last century, Shandong Laoshan Coke added Chinese medicine to coke for the first time, which forced people to be called "experts". Chongqing Tianfu Coke is exported overseas, with a bottling plant in Moscow and a sales company in the World Trade Center in the United States, with Hazama jade Co., Ltd. as the representative, successfully entering the American market.

This is the best time for domestic carbonated drinks. For those who have experienced that era, sweet and cold taste memories have long been intertwined with childhood and youth, and these delicious sodas have also become a disappointing memory. Good food, why can't you see it now? All this is because of the "joint venture tide" that makes domestic soda people hate it. World-renowned beverage manufacturers represented by Coca-Cola and Pepsi-Cola have rushed to the China market. These foreign beverage giants crushed the China beverage industry with the characteristics of planned economy at that time in management, sales, supply chain, enterprise management and business philosophy.

It is better to "live than die" than to "sit still and wait for death". With the signing of GATT, China decided to take a gamble. China National Light Industry Federation signed a memorandum of cooperation with Coca-Cola and Pepsi-Cola to develop beverages, requiring them to set up bottling plants, which must produce at least 30% of domestic brands of beverages, and designated eight factories to cooperate with foreign investors, so as to make progress. However, a vigorous "borrowing chicken to lay eggs" eventually evolved into "tiger skin to get eggs" Local beverage brands did not survive in the wave of joint ventures, but were quickly marginalized until they stopped production. This is what domestic brands and related practitioners are saddened by.

The breakthrough of time-honored soft drinks The rise of domestic soft drinks brands stems from the reform and opening-up policy, and the eight soft drinks factories have created their glory, but their decline or even disappearance also stems from the high "tuition fees" on the road to opening up. Just as domestic beverage brands are going to the end, "Jingle" swept the China beverage market with ready-made sales channels. With the total shrinkage and extinction of the "Eight Soda Plants", a number of local brands rising at the grassroots level continue to compete with foreign brands in the market. Among them, Jianlibao, once the first share of national wine, seems to be "sudden".

A winery in Sanshui County, Guangdong Province boldly accepted an alkaline electrolyte sports drink invented by Guangdong Sports Research Institute at that time, named Jianlibao, and became the first choice of China delegation for the Los Angeles Olympic Games. After careful study, a Japanese journalist firmly believed that he knew the ancient mysteries of the East, so he published a lace story "China Accelerated Attack by" Divine Water "in Tokyo News. After it spread to China, all the people in China knew what foreigners called "oriental water".

As the original electrolyte sports drink, Jianlibao, which focuses on sports and health care, has long been in the first echelon of carbonated drinks. At its peak, Jianlibao spent $5 million to buy an entire floor of the Empire State Building as an office to enter the United States. The New York Times published a large-scale publicity photo of "Hillary Clinton, the wife of newly elected President Clinton, holding up Jianlibao for a drink at the party" ... It is said that in the United States, three things are considered to be realized with the help of God: first, winning the first prize in the lottery; The second is to be elected president of the United States, and the third is to defeat Coca-Cola. Unfortunately, the last one, Jianlibao almost did it. Due to the hidden trouble of equity and the arrest of Jianlibao's boss, the capital chain was broken and management problems were exposed, which led to a great increase in Jianlibao's vitality. After several changes of ownership, Jianlibao returned to the riddled Jianlibao company.

Interestingly, Wahaha Group once launched "Very Coke" and once occupied the rural market with the slogan "China people own Coke". However, due to various mistakes in marketing strategy and market positioning, Wahaha Group has become stronger and stronger, and Coca-Cola has long been hard to find. History seems to have played a modest joke. The national brands "Eight Soda Factories" and Coca-Cola failed to see the current situation clearly in the ever-changing market environment, and Jianlibao finally fell into complex interpersonal relationships. After the "big bosses" in the industry fell, the ice peak in the northwest corner survived. What is unknown is that it is Xi's local protectionism that makes it possible for Bing Feng to fight back.

Foreign manufacturers have set foot in the China market. Under the severe pressure of Coca-Cola, Jianlibao, Li Xuefei, Jinmeile and other brands, Feng Bing decided to set up a joint venture with Pepsi-Cola "Xi 'an Pepsi-Cola" on the premise that Xi 'an banned Pepsi-Cola from producing glass bottles. Therefore, Pepsi in glass bottles has never appeared in Xi market. Pepsi can only sell canned food in catering channels, which is more expensive than that in Feng Bing. Finally, it had to give up Xi 'an market. Therefore, Feng Bing has also become the only surviving local brand in the "Flooded Seven Armies" war. No one can shake Feng Bing's position in Shaanxi's beverage industry.

What kind of future does Ice Peak have? A businessman surnamed Li was in a hurry because it was snowing heavily. He brought a set of equipment from Tianjin Soda Factory to set up a factory in Xinjiang via Xi 'an, but the road was blocked for several days, and the unsealing was far away. In desperation, this soda equipment was left in Xi 'an. On a snowy day, when Xi 'an Alkali Plant was producing soda ash, the well wheel for drawing water was frozen like an ice peak. Everybody count, this bottle of soda is simply called "Ice Peak". Feng Bing, rooted in Xi 'an, occupies more than 80% market share of similar drinks in the local market, and Feng Bing soda has also become an indispensable part of Shaanxi catering culture. According to the prepared IPO application report, Feng Bing's performance is still bright. In, its operating income was 25 1 10,000 yuan, 284 million yuan and 300 million yuan respectively, and its net profit was 573 1 10,000 yuan, 67.52 million yuan and 8 1.45 million yuan respectively.

However, under the fame, the challenges behind the ice peak are looming. In fact, Bing Feng announced his entry into the capital market, perhaps precisely because of the "lost family business" in the security market. In the list of city special drinks released by Hungry, Feng Bing soda stubbornly ranked fourth in Xi 'an list, followed by Sprite and two cokes. Feng Bing, which insists on the same taste and packaging for decades, only produces one kind of soda. In other words, Bing Feng never thought about market segmentation. Facing the new generation of young people's choice of drinks when they grow up, they feel powerless beyond words.

The ice peak on the trademark is synonymous with "soda", which makes the audience of the ice peak unable to spread. On the other hand, if you leave the brand of Bingfeng, it is tantamount to starting from scratch. A prominent example is that Feng Bing not only produces "Feng Bing" brand orange-flavored soft drinks, but also introduces a variety of drinks, including sour plum soup, purified water, protein drinks and so on. However, most consumers except Xi have never heard of Feng Bing Sour Plum Soup, which has a local market.

Back to another old-fashioned soda Arctic Ocean, the negotiated Arctic Ocean returned with strong feelings, and the sales of the Arctic Ocean reached 600 million yuan, selling120,000 boxes a year. But with the help of feelings, I have been fettered by feelings.

The Arctic Ocean launched the peanut and walnut plant protein "walnut love". Arctic Ocean also launched 13 new products at one time, including low-sugar and low-calorie products and health care products, which did not cause market repercussions. As a soda brand with strong geographical attributes, the nationalization of these old sodas is not smooth.

"Xi people didn't forget the ice peak", and the ice peak soda sold in other places was digested by Xi people in other places; The Arctic Ocean loaded with Dahao technology wanted to go out of Beijing, and the first production base was put into production in Maanshan, but it was "shelved" by consumers because of the price of a bottle in 5 yuan. It is worth mentioning that in the past two years, the income of enterprises above designated size in the carbonated beverage industry has continued to decline. Yuan Qi Forest, established just a few years ago, set off a new wave with "0 sugar, 0 fat and 0 calories" and stole the limelight.

Feelings can always evoke memories and a lot of consumption desires, but people's nostalgia will fade one day, and emotional cards will not last forever. Returning to reality, in the fierce competition in the beverage market, how to win the favor of a new generation of young consumers is the secret of keeping these domestic old-fashioned sodas young forever.