In the hot summer, drinking a bottle of refreshing soda is the preferred way for many people to relieve the heat. Now, the wind of Guochao has blown to the "soda industry", opened the e-commerce platform, and in the "high-value beverage planting grass shop", domestic soda brands are on the list.
Not only that, but domestic soda brands such as Arctic Ocean, Bingfeng, and Bawangsi have all been included in the third batch of China’s time-honored brands. Now, these "time-honored brands" are promoting their products to more consumers through the "merchandise joint + e-commerce" marketing combination.
In Beijing, you want to drink the Arctic Ocean, in Xi’an, you want to try Bingfeng, in Shenyang, you want to try (Bawang Temple) white pears… In the hot cultural tourism market, domestic soda brands and local characteristic cultures "go in both directions" to help each other constantly "out of the circle" –
Taiji Huoxiang Zhengqi Oral Liquid and Tianfu Cola have joined forces to launch "Huoxiang Small Cola"; Xi’an Bingfeng has printed Terracotta Warriors and Horses, Big Wild Goose Pagoda, Tang Sancai and other cultural tourism IPs on orange-flavored soda cans; in 2019, the Palace Museum cooperated with Jianlibao to carry out a three-year "Palace Museum China Festival" project cooperation.
It is the peak season for beverage sales, and the mid-year promotions on various platforms are approaching, and the sales of many popular domestic soda products easily exceed 10,000. Open the after-sales evaluation, "childhood taste", "high quality and low price", "summer favorite of the whole family" and other words related to cost performance and feelings are quite high, which confirms the advantages of domestic beverage products.
The "red" of the time-honored brand is not just because of the "old brand", innovation is the enduring source of power for the brand.
For example, according to a news on Arctic Ocean’s official website in February, three of the company’s innovative achievements have been granted national invention patents, all of which belong to the field of citrus deep processing technology, which helps to improve the quality and flavor of products and enhance the added value of by-products.
For example, with the increasing health awareness of consumers, low-sugar and sugar-free have become the direction of beverage products, and domestic soda brands are developing and deploying related products – in April this year, Dayao Beverage upgraded the big soda to juice soda; in August last year, Arctic Ocean launched a low-sugar, 0-fat version of orange juice soda, and this year launched a series of low-sugar products; and Yuan Qi Sen Lin, which specializes in 0-sugar products, has also recently released 0-sugar, 0-fat, 0-calorie new flavor sparkling water soda.
Not only work on products, but also domestic soda brands are making innovative articles on digital transformation. In recent years, Jianlibao has carried out digital application attempts in various business sectors of the company, increased investment in digital equipment, built digital system platforms, cultivated digital talents, and explored new models of industrial digitalization that can reduce costs and increase efficiency.
Since the beginning of this year, the growth of beverage products in our country has been good, and the retail sales in the first quarter increased by 6.5% year-on-year. Focusing on the present, as an important branch of the beverage category, the final "report card" of domestic soda in the peak sales season is worth looking forward to. Looking to the future, innovation in products and production and operation is expected to help soda "time-honored brands" keep pace with the times, seize development opportunities, and "unlock" a broader new market space.
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