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What are the drinks you have to drink every day? Coke, Sprite, or Genki Forest.
In the memory of the post-95s, Coke Sprite was a summer special drink when they were young. But the children after the 80s were fed by a batch of domestic sodas. See if you still know these brands?
In our impression, Coke has been selling for 3 pieces, but you know what? The cost of cola on raw materials is only 3 cents. Take a look at the price list of domestic soda, oh my God!
Why is domestic soda so much more expensive than cola? Why does Coke keep selling for 3 pieces without increasing in price? Domestic soda and cola than, which is healthier? Why did the Arctic Ocean in your hands when you were a child suddenly become a Coke Sprite Mida?
Around the 1980s in China, many cities had an old soda that underpinned national consumption.
For example, the Arctic Ocean in old Beijing, the Ice Peak in Xi'an, the Second Factory Soda in Wuhan, the Shanhaiguan in Tianjin, the Bawang Temple in Shenyang, the Zhengguanghe in Shanghai, the Laoshan Coke in Qingdao, the Tianfu Coke in Chongqing, the Kvas in Heilongjiang, the Asian Soda in Guangzhou, as well as the Taigang and Wellcome in Shanxi, and the Cangleng Soda in Hebei, it is really "the spring breeze of reform blows all over the ground, and the national drinks are full of gas."
Nowadays, these domestic sodas have long been sealed in our memory, coca-cola and Pepsico, the two "foreign soda" giants have become a bottle of fat house happy water for Chinese children, which makes us wonder why there were so many domestic local sodas in those years, why did not one go to the whole country, but let foreign Coke dominate China?
All of this, from the beginning of the last century, in that era, China's soda market competition is far less fierce, there are few soda products on the market, the earliest start is shanghai Zhengguanghe opened in 1864, China's first bottle of salt soda is their production, yes, is "a mouthful of salt soda spray you" salt soda.
This salt soda is imported from the Netherlands, which adds mint ingredients, once as a hot and salt-filled health care products sold well, many places smell the small taste of salt soda, have established their own soda factories, forming a famous domestic eight major soda factories.
In fact, at this time, Coca-Cola came briefly, but unfortunately, the eight major soda factories at that time had a strong momentum and did not give them the opportunity to exploit loopholes.
Do you know how brilliant the eight soda factories were back then?
In the 1930s, Shanghai Zhengguang and soda unified the domestic soda market with a market share of 90%. In 1961, the average monthly salary of ordinary workers in Beijing was only 40 yuan, and the sales profit of the Arctic Ocean that year had reached 8.781 million yuan. In 1984, Xi'an Bingfeng Soda created a sales volume of more than 10 million in the whole year. Throughout the 1980s, Laoshan Coke's market share in Qingdao could reach more than 80%. In 1988, Chongqing's Tianfu Coke had a 75% share of the Chinese Coke market.
In the 1980s, the eight major domestic soda brands and called soda "Eight Xiong", accounting for almost half of the country's market share. Coca-Cola wants to kill them all, and the odds are almost zero.
So, with such impressive results, why can't any soda be able to "unify the country"?
Because in China in the last century, the filling process of soda plants is not very good, coupled with the traffic and transportation conditions are not so developed, soda brands around the country can only stay in the local, in the form of a land snake, when China was in the planned economy of the situation, the local soda plants are not much different from the production technology or sales channels, can only seize the market in their respective territories, no one obeys anyone.
The marketing channels of these soda factories are like capillaries, distributed in all corners of the country. This is exactly what the two foreign-funded companies of Coca-Cola and PepsiCo are hungry for.
Therefore, the two giants feel that the opportunity has come, can't beat you, just buy you all! Under the guise of helping domestic sodas increase production, the Liangle giants proposed joint ventures to build factories, domestic soda factories to provide marketing channels and production lines, and foreign-funded enterprises to provide money and technology.
As a result, Pepsi Cola received "Tianfu Coke", "Guangzhou Asian Soda" and "Beijing Arctic Ocean" in the eight major factories, Coca-Cola received "Shenyang Bawang Temple", "Tianjin Shanhaiguan" and "Qingdao Laoshan", after the joint venture, in addition to "Bingfeng", the backhand of soda "Baxiong" was collectively hidden by the two le giants, and it was difficult to see soda on the market except For Coca-Cola and Pepsi.
This wave of textbook riot operations has taught the domestic soda factories a lesson fiercely, so is the reason why the soda "Eight Xiongs" collective is fooled is really just because of poverty?
In fact, in addition to being poor, we also lack technology. China's filling technology at that time was indeed not very mature. At that time, the domestically produced filling equipment was called "two-time filling equipment".
Because the domestic filling machine, there is no way to use the machine to automatically mix the water and syrup in accordance with the precise proportion of the operation, so the domestic filling is water and syrup separately packed, that is, the syrup is first poured into the bottle one by one, and then turned back to the water.
This filling method can only fill 2,000 bottles an hour, and the imported "one-time mixing filling equipment" can be used to directly mix sugar and water in proportion with the machine, one-time filling, and 8,000 bottles can be filled in one hour. Domestic can sealing machine, can only seal 130 cans of soda per minute, imported can sealing machine, one minute seal more than 1000 cans.
Therefore, even the "very cola" that intends to replace the two music giants and become the national cola has been defeated in the face of the powerful technology of foreign enterprises.
The two giants sat for 30 years, until 2007, when the Arctic Ocean regained the right to operate the brand after arduous negotiations. In 2008, the remaining major factories also began to pursue the brand, and the old Chinese soda that was once hit to the bottom is now returning with a new look.
As of 2019, Coca-Cola and PepsiCo still have a duopoly of China's carbonated beverage market. The share rate was 54.5% and 36.3%, respectively. Coca-Cola has almost the largest market share in the whole category of carbonated beverages in China. If you want to compete with the two le giants, domestic soda is probably still a long way to go.
However, from the operating income of the two companies from 2015 to 2020, foreign beverage companies are gradually losing their advantages. PepsiCo's operating income in 2020 was $70.37 billion, an increase of 4.8% in 5 years, and the growth momentum was slow, and Coca-Cola's operating income fell directly by 11.4%.
Why? Are children not fond of drinking Coke? No, it is the children who have grown up and paid more attention to health. Nowadays, with the popularization of the concept of 0 sugar and 0 calorie health, many people have put cola-based sodas on the "blacklist" of high sugar.
On the contrary, he has traveled all over the country and seen the Chinese of Zi Yanhong, got rid of the blind worship of foreign-funded enterprises, and believed more and more in "Made in China".
In 2019, Bingfeng Beverage's operating income increased by 6.3% year-on-year in 3 years, and net profit increased by 20.6% year-on-year.
But domestic soda, there is still a very real problem, that is, expensive!
It is not difficult to see from the online shopping price list of mainstream sodas on the market that the price of domestic soda is on average two yuan higher than the price of Coke. Is it really just relying on "feelings" to make consumers pay?
I want to go out of Beijing today, order a yellow braised chicken rice with takeaway, and few people will carry a bottle of 5 yuan Arctic Ocean, 3 yuan a bottle of Coke It is not fragrant? However, domestic soda is expensive and expensive. Let's compare the ingredient lists of Arctic Ocean soda and Coca-Cola.
A netizen who called himself "Doctor of Chemistry" once analyzed the composition list of the Arctic Ocean on the Internet, and he said that in addition to "cyclamate" and "edible flavor" as flavor enhancers, there were basically no chemical additives harmful to health. β carotene is also the most natural vitamin supplement.
As the country's only juice-based soda, the Arctic Ocean adds more than 5 percent of its concentrated orange juice. This orange juice is made by diluting the orange sauce and adding sugar. Red orange oil is the most expensive, and one ton of oranges can squeeze out 6 kilograms of red orange oil. This all-natural juice concentrate is an ingredient that will never be seen in cola.
A bottle of Coke is 3 pieces, but the cost of really using it on the original pulp is only 0.3 yuan, which is one-tenth of the total cost. Compared to Coke, which is wrapped in various colors and flavors, the price of the Arctic Ocean seems to be justified higher. The selling point of domestic soda is healthier, then, people will not mind adding 2 yuan to buy health on the basis of 3 yuan.
In 2018, the annual sales revenue of Arctic Ocean soda has exceeded 600 million yuan. On November 27, 2020, the Arctic Ocean also announced 13 new products, including health regimens and low-sugar low-calorie beverages, and it is clear that domestic beverages are gradually catching up on this "low-sugar 0 calorie" market express.
In the past, the Chinese people who advocated foreign goods now pay more attention to the quality of products. The old brand of domestic goods has also been given a more reassuring and safer market label. In the index ranking of carbonated beverage online stores in 2019, the top five online stores, in addition to Coca-Cola and PepsiCo, the other three Arctic Ocean, Bingfeng and Laoshan Foods are all local brands.
"2021 National Tide Pride Search Big Data" pointed out that the market attention of Chinese brands and overseas brands in 2021 was 75% and 25% respectively, and domestic brands received unprecedented attention.
To share a heart-warming little detail, the re-listed Arctic Ocean in addition to still using glass bottles, the bottle body with the classic crown-shaped metal cap, the middle and lower part of the bottle body is also specially printed with a string of "if the bottle mouth is damaged, please drink carefully" Braille annotations.
Now, in the freezer of the small restaurant and the shop, we can see the familiar glass bottle again.
The collective return of domestic sodas is to tell those who once remember their taste that although China's soda has not really achieved a "win" in market competition, it has not lost, and the future drinks that belong to the people are being created by this generation of young people.
After all, it is still their own people who know themselves best. Perhaps, you bought a bottle of domestic soda from the shelf today, and decades later, it has become popular in the hands of children around the world.