In the Douban "Tears of the Times" group, the members often discuss some of the various things that were very popular in the past.
And Queer is undoubtedly a regular in this group:
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Although there will always be someone in the comments section below to remind Queer that he is still alive and can still buy his drinks.
But compared to the popularity of 20 years ago, Queer is really not as good as before.
It has even reached the point where the official blog has not been maintained for more than half a year:
Maybe the post-10s don't know how hot the queer was that year.
Let's take a look at what others have to say:
"When I picked up half a day's worth of scrap iron to change for the smallest queer bottle, it was so delicious."
"When I was a kid, I drank every day."
"On Children's Day, queer gave us orange juice and fried it happily."
There are even people who have collected all the bottle caps of Queer.
You can imagine how deeply he loves queer.
There is no doubt that queer has left a strong mark in the childhood of the post-90s.
But why is it that the queer that was so hot at that time has almost disappeared now?
Let's set the clock back 20 years.
In 2001, the domestic juice market was already in flames.
Unified fresh orange, Master Kong's daily C, Wahaha's fresh orange juice... Almost all beverage vendors want to step into the juice market.
At this time, Queer has long been a juice brand known in foreign countries.
It is not only the first brand of juice in Japan and Korea, but also the third brand of Coca-Cola, after Coca-Cola and Fanta.
Japanese Queer
Korean queer
In 2002, Coca-Cola planned to use queer to enter the juice drink market in China.
However, at that time, China's juice market was already infinitely saturated, especially the two companies of Unification and Master Kong, which were almost divided up.
Coca-Cola's top management can't see it, how can it tear open a hole to make money?
They carefully studied the two competitors and found a breakthrough:
The positioning of the two orange juices is mainly in the health of this piece:
Unified fresh orange multi slogan: more C and more beautiful
Master Kong Daily C Slogan: Daily Fresh C Power
There is no doubt that the ads of both companies are based on vitamin C in orange juice as a selling point, and the target group is adults.
No one has noticed the children's market, and this gap is keenly perceived by Coca-Cola's top brass.
Queer, who broke into the Chinese market, quickly targeted the post-90s who had not yet grown up at that time:
"Isn't that weird queer your trademark a favorite of kids?!"
So Queer launched a series of popular advertisements for children.
There are queers drinking with aliens in space:
There are queer magic tricks, conjuring up rabbits and orange juice:
There are also queers who are crazy about stir-frying and are completely busy:
The cute image of queer has won the love of many children.
In particular, queer's "Qoo~" after drinking orange juice has become a famous line that children rush to emulate.
On the other hand, queers are omnipotent in advertising, and to a certain extent, they satisfy children's fantasies.
In queer ads, queer can be astronauts, magicians, or basketball players.
The work of these adults is what children flock to.
They tend to grow up overnight, and queer advertising satisfies all their fantasies.
Therefore, it is not difficult to imagine that queer can quickly be loved by children in a short period of time.
In addition to targeting children, Queer also targeted parents and played a series of combination punches.
On the one hand, some of Queer's ads will be marked with the words "vitamin C + calcium".
This is obviously not for children to see, but for parents.
One juice is filled with vitamin C and calcium, which undoubtedly reassures parents who care about their children's health:
On the other hand, at that time, every bottle of queer packaging would be printed with the words "Produced by The Coca-Cola Company".
20 years ago, Coca-Cola's strong endorsement ability also reassured parents to let their children drink queer.
Queer at its peak not only joined McDonald's luxury packages, but also introduced many very interesting toys.
For example, queer alarm clock:
Source B station Up master: old old old old yellow, the same below
Queer Magic Cap:
Queer Little Yellow Duck:
No kid would refuse to play with queer on the road and play games together.
Queer has also transformed from a brand mascot into a household name.
Then queer fell silently.
There are two main reasons behind the fall.
One reason is because Queer's target group: children, has never been the main consumer group.
Although children are very fond of queer, their spending power is still slightly inferior to that of middle-aged and young people.
After queer, the "Juice Source Orange" introduced by Coca-Cola is an excellent positive teaching material.
With the full fruit in the orange juice, the orange has won the love of consumers of all ages.
Because it is also orange juice, the performance of fruit oranges is even better, which also makes Coca-Cola Company determined to "snow hide" queer.
In the days that followed, fruit oranges replaced Queer in the domestic "world", and Queer was also transferred to the Mei juice source and became a sub-brand of it:
Another reason for the fall is because queer products are too single.
Although Queer has many items abroad, in China, the most able to hit is their orange juice.
Queer has also launched new products in other flavors, but the effect is still not ideal.
Therefore, queer is no longer as strong as it was then, and it is reasonable.
Of course, Queer never really "exited the market" and we can still buy it from the supermarket.
But its influence is indeed much worse than before.
In 2015, Queer announced its return in a high profile on Weibo, successfully occupying the first place in the hot search, and countless people shouted "Ye Qing Hui":
However, the beverage market is now more saturated and competitive than it was 20 years ago.
Queer, who can't play the "children's card", can no longer replicate the glory of that year, and can only lie on the display shelf of the supermarket with other drinks, waiting for guests to choose.
Compared with the unstoppable decline at home, the queer abroad is still quite capable of fighting.
In 2019, Japanese queer invited the popular Korean girl group TWICE to endorse it, and the queer in the supermarket was snapped up on the same day:
And foreign queer, the category is also very much.
Take Japanese queer as an example, Japanese queer has soy milk:
Lactic acid bacteria and mineral water:
Barley tea:
Juice Sucking Pleasure:
As a drink that carries many memories of the post-90s generation, queer means a lot to us.
Most of the post-90s generations who drank queer in those years were already hit workers, right?
The drinks on hand have also changed from queer and screaming to milk tea and wine.
But we don't forget queer, just as we don't forget that carefree childhood.
Friends, drink a bottle of queer when you are not happy!
Think about how you used to drink it, and you'll be happy, Qoo, and then keep trying