The plan of the year lies in the spring, the plan of the day lies in the morning, and the plan of the morning lies in a bottle of Yakult. Today I want to start with this bottle of Yakult that I drank in the morning and talk about the post-80s beverage storm.
<h1 class="pgc-h-arrow-right" data-track="3" > the era of "drink milk and grow up"</h1>
Most people are no strangers to Yakult. But for a post-80s generation like me, what is more familiar is actually another lactic acid bacteria drink - joy.
This lactic acid bacteria drink, which has a similar taste to Yakult, became popular in the early 1990s with the implantation of advertisements in the hit TV series "Little Dragon Man".
Because the income of the people in that era was limited, any child who could take a bottle of joy to the street could be regarded as a "storm child" in the neighborhood. Even many children of that era relied on joy to complete the "straw enlightenment".
Compared with the joy that a few lucky children can often enjoy, three-yuan milk may be more impressive for the post-90s children who grew up in Beijing.
At that time, the people of the whole Chinese had an inexplicable fanaticism for milk, and there was a rumor that did not know where it came from, but it sounded reasonable: "The reason why Chinese is shorter than foreigners is because of calcium deficiency, and drinking more milk can supplement calcium to grow up." ”
It just so happened that Beijing Sanyuan had just been established at that time, relying on the resources of the predecessor Beijing Milk Company, and started the "order milk" business, so a milk order fever arose in Beijing. Whoever does not have a small cabinet for milk collection for three yuan at the door of the house will be inferior, because the uncles and aunts of the neighbors will think that they will not grow up in the future.
Fortunately, the three-yuan milk ordering business still exists. Although the official website is so simple, the ordering method is also the most primitive telephone reservation, and the voice of the aunt who connects the phone does not have the soft glutinousness of the customer service sister of other platforms, but at least it still exists.
Order first and drink later, and pay at the end of the month, which has a strong retro flavor.
Of course, for me, who still insists on ordering milk, the meaning is not just nostalgia through the small box of three-yuan milk hanging on the wall in front of my home.
First, the milk sent to the small cabinet by the milk brother before 5 a.m. every day is indeed much fresher than the milk that has a shelf life of several weeks; second, after the three yuan took over the plate of the three deer, wanted to avoid the "poisonous milk source" left by the three deer, and ordering milk was the most direct way. The fresh milk ordered can only be ordered from the milk source from the green lotus farms around Beijing.
<h1 class="pgc-h-arrow-right" data-track="5" > the Arctic Ocean from The Pole Thai</h1>
Although the post-90s are very lucky, most of them have caught up with the rush of milk ordering, thus theoretically having a higher "height potential" than the post-80s. But the post-80s also have their own pride, they have a drink that belongs to themselves, and the post-90s childhood has not been exposed to - Arctic Ocean soda.
Historically, there are very few beverages in China that can compete with Arctic Ocean soda. Although Arctic Soda really became a "famous drink" in the 1980s, its birth dates back to 1956.
That year, Watsons brought several integrated filling soda production lines to Arctic Ocean Foods. As a result, the Arctic Ocean, which used popsicles and ice cream as the main products at that time, produced the first carbonated drink that most Beijingers drank, the Arctic Ocean soda.
By the 1980s, as people's living standards became higher and higher, arctic ocean soda, which cost a dime, became a must-have for Beijingers in summer. The "refreshing, sweet and stimulating" taste of carbonated drinks completely conquers our tongues.
Unfortunately, in the 1990s, with the tide of investment brought about by the reform and opening up, the joint venture company established by Arctic Ocean and PepsiCo Group, PepsiCo Arctic Ocean Beverage Co., Ltd., was closed for various reasons. Therefore, most of the post-90s childhood, there is no "Arctic Ocean soda" figure. In its place were the blackcurrants that took over the banner of "carbonated drinks", as well as Coke, Sprite, Fanta, and sparkling water behind.
But in my opinion, it is precisely because the Arctic Ocean completed the "carbonated drink enlightenment" for us early that the latecomers succeeded.
Fortunately, in 2008, the Arctic Ocean Food Company underwent internal reorganization, and the familiar "Arctic Ocean soda" once again appeared in the streets of Beijing. Although the volume of Arctic Ocean soda can no longer compete with other competitors for the "top card" position, it is really good to see the familiar iced Arctic Ocean soda at the barbecue restaurant in the evening.
<h1 class="pgc-h-arrow-right" data-track="7" > "wild dates, dripping and slippery round"</h1>
Compared with the Arctic Ocean's Noji Tailai, Fuyunquan Sour Date Juice, which is a representative of China's wild juice drink market, is not so lucky.
Unlike the Arctic Ocean, whose popularity was limited to the Beijing area, the name of Fuyun Spring was well known at that time. In the 1990s, the advertisement of Fuyun Spring sour date juice on television stations may have been one of the originators of the "brainwashing system" advertisement.
The demonic voice of "wild sour dates, dripping and slippery circles, lucky springs, pure nature" was almost engraved in the ears of everyone in that era.
Unfortunately, the sour date juice of Lucky Spring did not last to this day.
At that time, China's market supervision was not yet perfect, and many "small workshops" used beverages blended with chemical raw materials to impersonate wild natural juice drinks to enter the market, relying on extremely low prices to defeat the "Lucky Springs using real materials".
To make matters worse, in 2002, the production of wild sour dates in Hebei Province was reduced by drought, and the highest price of wild sour dates increased by 30%. The Fuyun spring jujube juice, with wild sour dates as the most important raw material, was eventually crushed by high production costs. According to media reports at the time, "the production and operation cost of each bottle of Lucky Spring Sour Date Juice was 0.46 yuan higher than the market price." It really became a loss-making profit.
By the beginning of 2013, Fuyunquan had lost 5 million yuan for 11 consecutive months, and the entire company was on the verge of bankruptcy. Although in mid-2003, FuyunQuan briefly launched the gourd-containing Gourd-type Fuyun Spring Wild Jujube Juice, it did not recover the decline in the end. Nowadays, whether it is on the shelves of major supermarkets or on the "almighty" Taobao, the figure of Fuyunquan sour date juice can no longer be seen.
Nowadays, China's national standards for various types of beverages have long been perfected, and the juice content of various types of fruit juice beverages has been extremely accurately divided, and the supervision of the market supervision department is also particularly strict. There is no longer a phenomenon of "bad money expelling good money" in the juice beverage market.
In 2018, Mochi peach juice, which was also a representative juice drink in the 90s, returned after a gap of 16 years. But "wild sour dates, dripping and round, lucky springs, pure nature" has finally become a resound.
<h1 class="pgc-h-arrow-right" data-track="9" > the change in taste from iced tea to lemon tea</h1>
By the end of the 90s, tea drinks suddenly emerged. Master Kong and Unity launched two kinds of tea beverages, iced black tea and iced green tea, respectively, and quickly occupied the domestic beverage market with their unique taste and modern marketing methods.
Master Kong's iced tea should be the earliest beverage category promoted in China by inviting celebrities as spokespersons. Ren Xianqi, Zhang Huimei, Mayday, twins, Nicholas Tse and Pan Weibai have all been brand spokespersons for Master Kong's iced tea.
Iced black tea has occupied the top position of domestic tea beverages for more than ten years. Until after 2010, Vita lemon tea emerged in the mainland market. As soon as this popular tea drink in Hong Kong entered the mainland market, it conquered consumers with its pure and unique tea astringency and lemon tea flavor derived from traditional Hong Kong-style tea restaurants.
Subsequently, the Unification Group launched a cold brew tea beverage Xiao Ming Classmate that is different from traditional tea beverages, although its brand IP strategy has had little effect, but it occupies a place in the tea beverage market with its unique taste.
At this point, iced tea finally gradually stepped off the throne.
Nowadays, with the extreme abundance of material life, the variety of beverages is becoming more and more diverse. Lactic acid bacteria drinks, carbonated drinks, juice drinks, tea drinks, sports drinks, a variety of drinks let us have too many choices. In addition to being delicious, we can also ask for drinks that are low in sugar, 0 fat, digestive and even nutritious.
And for me, the most important thing is that I finally realized the "Yakult" freedom I dreamed of when I was a child, and I want to drink a few rows and buy a few rows.