Returning Domestic Old Soda to Public Vision and Fighting a Revolutionary War Cannot Be Relying solely on Emotion
2023-09-11
Domestic soda has accumulated years of reputation in the development process, and also carries the beautiful memories of many consumers' childhood. However, beverages are ultimately fast moving consumer goods, and their brand influence, channel penetration, product pricing, and other factors can all affect consumer decision-making. In recent years, with the rise of the China-Chic, the domestic soda brands full of nostalgia have also returned to the public view again. Especially this summer, due to the impact of high temperature weather, domestic soda sales have grown rapidly. According to statistics released by the retail platform Meituan, as of August 24th, real-time retail sales of Shanhaiguan, Bawangsi, Erchang Soda, Arctic Ocean, Asian Soda, Laoshan Soda, Tianfu Cola, and Zhengguanghe's eight domestic soda brands have increased by 47% year-on-year. As a traditional fast-moving consumer goods, the competition in the beverage industry has already become increasingly fierce. For a long time, the domestic carbonated beverage market was dominated by international beverage giants, and domestic soda brands lost their competitive advantage. At present, although domestic old soda has gained some consumer groups through sentiment, it does not mean that they have won the turnaround battle. Foreign brands such as Coca Cola and Pepsi still occupy the majority of the market share. How to stand firm in the fierce market competition through product innovation remains an important issue in front of domestic soda. Returning to public view, the Arctic Ocean in Beijing, the Ice Peak in Xi'an, Tianfu Cola in Chongqing, and the Second Factory Soda in Wuhan... In the 1980s, China once exhibited a multi-point flowering pattern of "one city, one soda". However, in the 1990s, as foreign brands such as Coca Cola and PepsiCo entered China, domestic soda was impacted and gradually relegated to the second tier, becoming a taste in consumers' memories. Around 2010, China's beverage market began to enter a new era of diversified development, and many old soda brands began to become active with the rise of China-Chic. In November 2011, the Arctic Ocean, which had disappeared for more than 10 years, returned to the market; In 2010 and 2013, Tianfu Cola obtained the formula, production process, and brand of Tianfu Cola and its series of beverages from Pepsi (China) Investment Co., Ltd; In 2015, the Bawang Temple in Shenyang restored the old taste of soda that had been around 30 years ago; In May 2023, the second factory soda in Wuhan was launched again... Domestic soda brands, with their common characteristics of focusing on new channels and emotional marketing, welcomed a wave of prosperity. According to data from the Prospective Industry Research Institute, the domestic carbonated beverage industry ended its years of stagnation in 2019, with production exceeding 18 million tons that year, a year-on-year increase of 5.8%; Last year, the production was close to 20 million tons, a year-on-year increase of 6.8%. The sales of old soda show a gradual upward trend. The collective return of domestic soda brands has changed their previous business strategy, taking root in the local market while also expanding the national market. According to Meituan data, since the beginning of this year, with the acceleration of national layout, the proportion of domestic soda sales outside the province has also increased. Since the beginning of this year, the sales of Asian soda in Guangzhou have increased by 34% year-on-year, while the sales of Laoshan soda in Qingdao have increased by 38% year-on-year. The proportion of real-time retail orders from outside Beijing in the Arctic Ocean has reached 60%. Starting from 2021, Hongbaolai has cooperated with Meituan to expand its market outside the province. Currently, in Beijing
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：economic daily
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