Remember those domestic drinks that once swept the country?

There are talented people in Jiangshan, and they have been leading the way for hundreds of years!

They used to be made in China and national brands, with an infinite sense of national responsibility:

For example, the Arctic Ocean, Jianlibao, Extraordinary Coke, Zhengguanghe, Asian SARS, Quick Frozen, Wuhan No.2 Factory, Shanhaiguan, Laoshan Coke, Huang Fen Coke, etc ... In those specific times, they were all giants who stood out from the crowd, and they were also flashy for half their lives.

Today, some are still selling like rainbows, some are reborn from nirvana, and some are submerged by the flood of history. ......

In fact, the history of China beverage industry is not long. In just 30 years, we can rise and fall. What enlightenment can we get from the development of these great national beverage brands?

one

In these bottles, there are not only local drinks, but also local feelings.

They may be forgotten by the times, but they will not leave people's hearts. The long years spent with others are irreplaceable memories for anyone:

Jianlibao was born in 1984, which means "health and vitality". 1984 became an instant hit after the Los Angeles Olympic Games, and it was known as "China Shenshui".

Born in Guangzhou, it is the first beverage added with alkaline electrolyte in China, and it has been designated as the beverage of 20 10 Guangzhou Asian Games. When Jianlibao was mentioned, everyone knew that the sports drink of the national name belonged to him.

However, when the industry environment changes dramatically, the aging management, acquisition failure and other reasons directly lead to the company's weak sales succession. However, it is undeniable that Jianlibao is still working hard and constantly innovating to find the next explosion "Shenshui". I hope Jianlibao can be reborn as soon as possible and return to the peak!

Huang Fen Coke was absolutely very popular in 1980s, mainly because of its delicious taste. Boys prefer it, mainly because of Jackie Chan's endorsement. He is already very popular in China.

In the eyes of young people at that time, Jackie Chan represented a modern martial arts image of China, and Jackie Chan on the cover was even more heroic. It is said that people who have drunk this drink are now almost in their fourth year.

Frozen, if the Arctic Ocean is Beijing's cola, then the ice peak is Xi 'an's Pepsi.

The ice peak soda in the ancient city of Chang 'an recorded the ancient and modern times of Xi 'an. For Xi people, this is a national brand that has soaked the feelings of several generations of Xi people.

Under the strong attack of world-class beverage brands, Feng Bing stubbornly survived from 65438 to 0953, and the Vietnam War became more and more fierce. It is said that Feng Bing's annual sales in Shaanxi reached 654.38 billion bottles. Today, walking on the street in Xi 'an, ice peaks can be seen everywhere in restaurants. Ice peaks, cold noodles and China steamed buns are affectionately called Sanqin set meal by Shaanxi people.

two

The breeze follows the waves, and returning is no longer a teenager!

Zhengguanghe, Shanghai Zhengguanghe soda factory is the earliest and largest professional beverage factory in China. It was established by British commercial companies and foreign companies in 1864 with a history of 155 years. The first bottle of salt soda in China was produced by Zhengguanghe.

In the eyes of Shanghainese, Zhengguanghe is synonymous with salt and soda, and it is a precious memory of Shanghainese as a child. Zheng Guang and salt soda are very similar to mineral water, but in fact they both taste slightly sour and sweet, and their salty taste is very prominent. They are very suitable for hot summer! At that time, many units used salt and soda as labor insurance supplies in summer and distributed them to employees to relieve the heat and cool down.

Asian root beer, in Guangdong, Asian root beer is a well-known brand of soft drinks, and it is also an indelible childhood memory of children after 80 s and 90 s.

Guangzhou Asia soda factory, which produces Asian salsa, was founded in 1946 and is the earliest soda factory in Guangdong. A catchy slogan "I am not as angry as I am" has spread to this day. At that time, some people even put root beer in plastic bags and drank it while walking.

Laoshan Coke was developed from 1953. Although it is also used in 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, and has a strong local flavor in China. It is the first carbonated drink in China, also known as the big brother of domestic cola!

After drinking, there is no feeling of astringency, and the sweetness of ginger and jujube is very old and early. This drink tastes like jujube and a little like hawthorn. It smells like tobacco, too ... Some people say it feels like chanting Cian Chuanbei Pipa Cream.

As time goes by, you may not notice that more and more brands have gradually disappeared in the long river of time. ...

three

Rise and fall is the unchangeable law in the world!

Then, looking at the development of China's beverage industry in the past 30 years, what enlightenment can we get from the development of these great national beverage brands?

First of all, there is no fixed way to sell products, but there is a suitable way to brand marketing.

Wangzai milk, Pearl Krabs litchi soda and other products have been selling well for many years. In addition to improving their own quality, more importantly, these enterprises also attach great importance to brand marketing, constantly enhance customer stickiness and enhance interaction with consumers.

In the face of young consumers becoming the mainstream of consumption, Wangzai Milk has attached great importance to brand rejuvenation in recent years, shooting emotional advertisements, launching "plus" new clothes and changing clothes. And has been playing hot with consumers, causing repercussions.

Secondly, feelings and youth are beautiful, and old products can be replaced with new ones.

Tianfu Coke and Arctic Ocean are both beverage brands built in the early 1980s. With good taste and strength, they quickly became leaders.

Due to the development needs, they cooperated with Pepsi in 1993 and 1994, and were later marginalized, hidden in the snow and even stopped production.

The two companies that never gave up regained their trademarks and management rights from Pepsi through legal and negotiation means. After returning to the rivers and lakes, the two major brands began to focus on the current market demand, pay close attention to innovation, and constantly enrich the diversification of categories.

Stop selling your feelings! Simply relying on feelings, or combining the preferences of young people, while launching young and energetic new clothes, while playing emotional marketing, may not go far. This series of actions makes the old products look brand-new and rejuvenated.

Finally, if you don't innovate or change, the product will inevitably die.

Robust and Rising Sun used to be giants in China's beverage industry, but now they are no longer brilliant, and their ace products have disappeared in the torrent of history.

The most fundamental reason is that it can't keep up with the changes in the market environment, and it is real to seek innovation and change.