In the market for functional beverages, a “shift student†was ushered in. Asian soda in its 70s has launched its new Asian glory. The old beverage company that once faded out of the market once again returned to the public eye. Along with the strong return of Asian soda, there are also a lot of old brands.
In the past two years, the domestic local old soda has seen a recovery momentum, including the Arctic Ocean in North China and Tianfu Coke in the Sichuan-Yunnan region. These old brands were domestically popular soda drinks that were popular in the 1980s. They also experienced the acquisition of snow by "foreign capital" and regained the controlling interest of "redemption", but they were no longer glory, and the brand influence was weak.
Nowadays, as the “two music†market in China is becoming “slim†, the beverage brand update iteration is accelerating, and consumers are beginning to “difficult to adjustâ€. The local old soda is aiming at the opportunity and playing the nostalgic marketing of “emotional cardsâ€. However, how to cultivate a new generation of consumers before overdraft consumption is a problem that these old sodas need to solve. This time, Asian soda has returned to the corner of the convenience store , but the packaging has changed, and the story to be told is different.
Makeover
One of the Yanzigang in Haizhu District, Guangzhou, the “Guangyin Creative Park†is written on the gate, and the new Asian soda marketing center is located here.
Xiang Xue Asia executive director and CEO He Wenfeng told Time Weekly that after the establishment of the new joint venture company last year, a marketing center was set up here.
At this time, the Asian soda has long been renamed as "Xiangxue Asia" . In 2009, 300 147 Hornsey pharmaceutical, diagnostic Asian shares bought sodas, after formally entered, Hornsey Asian born, and launched a new Golden Sarsi. However, the consumer groups that rely on feelings to wake up are limited. After the acquisition, although Xiangxue Asia has improved, it is still in a state of tepid, far from the peak period.
Unwilling Xiangxue Asia once again launched an offensive. In September last year, Xiangxue Asia wholly acquired Yingyuantang. After the merger, He Wenfeng, the founder of Yingyuantang, became the executive director and CEO of Xiangxue Asia. For the team of Xiangxue Asia, He Wenfeng is a familiar face.
From 2003 to 2014, He Wenfeng has been working in Pepsi Beverage China, where he served as general manager of Pepsi South China. Previously, when PepsiCo first entered the Chinese market, it acquired the Asian soda water plant to produce it. Until 2002, PepsiCo transferred all of its equity, and the two sides worked together for more than ten years. In 2015, He Wenfeng established his own brand and established the Yuanyuantang brand.
"We are Pepsi's team. Asian soda has belonged to Pepsi International for a long time. So the teams are familiar with each other. Many of them are former colleagues. Everyone has the same concept. Let's go together and hope to make the business bigger. He Wenfeng told the Times Weekly reporter.
Since He Wenfeng took office, Xiangxue Asia has launched many new products. In September last year, Xiangxue Asia launched two new products , soy milk and ready-to-drink enzymes . Recently, the plant-based energy drink “Asian Heroes†was launched. So far, Xiangxue Asia has completed the layout of three sections: plant soda, vegetable protein beverage and plant energy drink.
"Our development direction is based on the original consumer groups, relying on Guangdong as a support, expanding to a larger region, and hope to go to the country and become a comprehensive beverage company." He Wenfeng revealed that the future enterprises will expand the team and increase There is a relatively high investment in channel and capital operation, and it is expected to increase non-carbonated production lines in Central China next year.
Leverage big health
In He Wenfeng's office, there are a few boxes of drinks, including some mineral water. “We plan to launch weakly alkaline mineral water this year, which is a sample sent by other companies and is currently being tested.â€
This is another new attempt by Xiangxue Asia. In He Wenfeng's view, how to make this place's old brand glow with new vitality is the real way out. In his interviews, he always emphasized these two points, product diversification and brand rejuvenation.
“This is a diversified era. It is especially important for brands to find their own position. It is especially important to occupy the mind of consumers. In fact, there is no absolute value judgment for 'old'. The key is how to activate this brand.â€
In recent years, some familiar figures after the 70s and 80s have quietly returned to the table and convenience stores, including Beijing's Arctic Ocean, Guangzhou's Asian soda and Chongqing's Tianfu Coke.
In the era of planned economy, they were popular in the streets and lanes; in the early days of reform and opening up, they opened their arms to embrace foreign investment and recognized the cruelty of the market; and today, as the market matures, the competition between foreign and local powers and competition, the industry The pattern began to be shaken, and they aimed at the timing to return.
Promoting a regional brand to the country has become their common vision , and the catering channel is an effective way for these old brands to return to the market.
"There is such a consumption phenomenon, local specialties will be accompanied by local characteristics of the catering to the whole country, such as the ice peaks of soda through the Shaanxi-style noodle restaurants, restaurants to sell . With the familiar consumer groups push the meeting is more favorable, Asian soda Can take the Cantonese food and beverage channel.†Drink industry observer Ma Lei analyzed with the Times Weekly reporter, “No matter what way, find someone who is familiar with you.
It is understood that Xiangxue Asia will enter the national market. At present, the layout of East China and Central China has been launched, and some products are based on the way of dining.
“ The two markets have the largest amount of beverages. On the one hand, the weather is hot, the drinking cycle of beverages is relatively long, and the consumption power is also strong. Some places are close to Guangdong, and the influence of Asian brands is easier to extend. We are going step by step. "He Wenfeng pointed out.
However, the old-fashioned cards have begun to slowly fail. After 70s and 80s, the consumption power of beverages has gradually weakened. Xiangxue Asia faces the problem of how to educate a new generation of consumers.
In the view of strategic positioning expert Xu Xiongjun, no fist products have become the shackles that restrict Xiang Xue's Asian exhibition. “Any brand is successful from a beverage. Xiangxue Asia does not have its own strong single item, so consumers can remember that it has not succeeded in occupying the mind of consumers.â€
"The times are changing, consumers are changing, and the company is going to grow in the future. It is necessary to continue the needs of consumers. After 90s and 00, the demand is more diversified, and we will try more things and pursue more personalized products. He Wenfeng analyzed the current situation, backed by Xiangxue Pharmaceutical, Xiangxue Asia found its trump card - great health.
“Currently, the plant protein and functional beverages have maintained rapid growth. The Xiangxue Group mainly focuses on the research and development of traditional Chinese medicine. We have great advantages in raw material acquisition and research and development, so we hope to create it in the direction of healthy drinks.â€
Xu Xiongjun also pointed out to the Times Weekly reporter that Xiangxue Asia relies on the foundation of pharmaceutical companies to explore the treasures of traditional Chinese medicine for thousands of years and to package it around the concept of health and wellness. This is a relatively good development direction.
Hundreds of battles
In fact, Xiangxue Asia is not the first company to call out “big healthâ€.
As early as in previous years, pharmaceutical companies rely on drinks sprung up, there have been many products on the market, such as Tongrentang 600085, shares attending health tea, diet drinks correction, Shun brand herbal tea, herbal tea, tai chi and so on, many products available It’s all thunder and rain.
“Pharmaceutical companies have done more drinks in recent years, but there are not many successes. This is related to the inherent thinking of pharmaceutical companies. Habitually puts the function first, which will affect the overall development decision.†Ma Lei Said.
Xu Xiongjun also believes that pharmaceutical companies have extended the development of beverage fast-moving products, which are relatively large in span and face many challenges, including brand strategic positioning, competition, and the control of sales channel terminals.
Xiang Xue Asia executive director and CEO He Wenfeng responded that the current business of Xiangxue Asia is relatively independent, with a professional team to operate and independently create a beverage segment, and with the division of labor of Xiangxue Pharmaceutical, the maximum resource integration can be achieved.
"The key is positioning, research and development of good products, reasonable positioning, stable and continuous investment, will be recognized by the market and society. These concepts are all the same, whether it is pharmaceutical or beverage." He Wenfeng said.
Although the Huabin Group has significantly reduced the sales target of Red Bull in China in 2017 due to the issue of “trademark renewalâ€, the market space of strategic production reduction of tens of billions of dollars has made other businesses covet, but it is not like the market for functional beverages. Imagine it as easy.
"When a tiger leaves, the three wolves come to seize this hill. The degree of competition is far more intense than that of the Red Bull. The chances will be there, but the difficulty will be even greater." Ma Lei told the Times Weekly reporter.
Despite this, Xiangxue Asia has joined the scuffle of functional beverages. According to He Wenfeng, the Asian glory has been introduced to the market after 5-7 rounds of consumer testing. At present, consumers' acceptance is relatively high, basically how much to sell.
" Now people in Asia, especially those in the first, second and third-tier business districts are young people. The biggest sales volume is the convenience store channel. The store channel may be more elderly. Where are your heavy drinkers, where are you going? Doing promotion is more accurate."
In the conference room of the new mobile marketing center, the blackboard was filled with a lot of marketing analysis, and the team led by He Wenfeng once "brained" here. The new Asian glory is aimed at overtime, drivers and sports enthusiasts, and for the sports group, it is close to consumers through the community activities of Vanke.
Editor: Cai Jun
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