People living in the 70s and 80s were indispensable to a juice in their childhood, and in that era when the materials were not abundant, every time they came to a festival, the bottle of colored juice on the table was their goal.
It's just that with the development of society, there are more and more juices on the supermarket shelves, the taste is getting richer and richer, and many of the bottles that accompanied our entire childhood are gone, and Huiyuan juice, Wahaha AD calcium and so on are gone.
So, what happened to the businesses behind those bottles now? Today, Xiaobian will take you to take stock of several juice companies that we are familiar with: Huiyuan Juice, Wahaha, Coconut Coconut Juice and Mei juice source.
Huiyuan juice
In July 2021, a major bankruptcy restructuring news alarmed many people, huiyuan juice, which was once the king of juice, grew up with people for decades, and actually fell into bankruptcy.
At this moment, the people were surprised to find that the juice king who accompanied our entire childhood memories had not been seen in the supermarket for a long time, and many people remembered its history.
In 1992, Zhu Xinli, a Hanzi in Shandong Province, took over a fruit canning factory that was on the verge of closure in order to solve the dilemma that the apples of his hometown could not be sold.
The next year, he raised money everywhere, developed the first concentrated juice, and brought this juice to the Exhibition in Germany, with excellent technology to get 5 million orders, so Huiyuan Juice was born as a world brand.
Subsequently, Zhu Xinli used the same method to sell Huiyuan juice to more than 30 countries before deciding to develop the domestic market. In 1994, Zhu Xinli moved the factory site from Shandong to Beijing and officially founded Beijing Huiyuan Food and Beverage Co., Ltd.
In 1996, Zhu Xinli made another bold move, with a high price of 70 million yuan to win the standard advertising rights of the news network, since then, people's ears often ring an advertisement, "drink Huiyuan juice, take the road to health", Huiyuan juice has since become a household name beverage brand.
Subsequently, Huiyuan Juice sang all the way and ranked first in the juice market for 10 consecutive years, and by 2000, Huiyuan Juice had accounted for 23% of the entire juice market share.
In 2007, Huiyuan Juice was listed on the Hong Kong Stock Exchange and officially landed on the capital market, with a market value of more than 31.3 billion yuan, and Zhu Xinli also became one of the Forbes China's 100 richest people series, with a value of 6.13 billion yuan.
But no one expected that after a year, the legendary story of Huiyuan Juice came to an end, because of an acquisition, Huiyuan fell from the peak to the bottom.
In September 2008, Coca-Cola announced the acquisition of Huiyuan juice for HK$17.92 billion, if the acquisition is successful, Zhu Xinli will earn more than HK$74, Huiyuan juice will also enter the layout of 100 billion, and can also spread the market to more than 100 countries around the world.
In order to complete this merger, Zhu Xinli invested several billion yuan in upstream construction, while stopping new product research and development, and then letting terminal sales staff leave through salary cuts. It is said that at that time, managers from 21 provinces and cities in Huiyuan left their jobs, and the marketing system was basically paralyzed.
Who knows, Zhu Xinli's desperate bet has been criticized by the whole society. Two major events occurred in 2008, the successful hosting of the Olympic Games and the outbreak of the Wenchuan earthquake, which made the patriotic sentiment of the Chinese people continue to rise.
In this case, huiyuan juice will buy coca-cola news by netizens called "selling itself for glory", when the dahe network did a public survey, 79% of people opposed the merger, high public anger pulled down Huiyuan's stock price by 40%.
Before Huiyuan could catch its breath, China promulgated the first Anti-Monopoly Law specifically aimed at monopoly issues, and in 2009, China's Ministry of Commerce rejected Coca-Cola's acquisition of Huiyuan juice in the name of anti-monopoly, which was the first case that was not acquired after the promulgation of the Anti-Monopoly Law.
The failure of the merger and acquisition made the stock price of Huiyuan Juice fall by 80% in three days, coupled with the heavy blow of the sales system, Huiyuan at that time was like a directionless trapped beast, Zhu Xinli had to rebuild the sales system, but no matter how hard he tried, he still could not return to the former glory.
Since 2014, Huiyuan Juice has begun to lose money, with debt of 110 billion yuan in only three years and a total revenue of less than 5.4 billion yuan, which has reached the point of being overwhelmed.
In order to continue to survive, Huiyuan juice sells basic funds every year, a number of subsidiaries and manufacturers continue to be sold, and the industrial map continues to shrink.
In 2018, a case of nearly 4.3 billion yuan of illegal loans pushed Huiyuan to the fate of suspension, and in order to continue to survive, Huiyuan Juice began to consider selling trademarks to pay off debts.
In December 2019, because of the appeal of China Merchants Bank, Zhu Xinli became a dishonest executor, and on February 12, 2020, Zhu Xinli resigned as the chairman of the board of directors of Huiyuan Juice, and his daughter also resigned as the executive director of Huiyuan Juice, and the father and daughter of the Zhu family who had struggled for Huiyuan Juice for 28 years finally abdicated.
In January 2020, the Hong Kong Stock Exchange issued an announcement to cancel the listing status of Huiyuan Juice, and in July, Huiyuan Juice entered the re-restructuring stage. This juice king, who brought us a lot of childhood memories, eventually went bankrupt, who will take over Huiyuan juice? We can only wait for news from the market.
Wahaha
Speaking of Wahaha, people will think of its bottled water, and people who know it know that Wahaha started with drinks.
In 1987, Zong Qinghou, who had passed the year of deception, borrowed 140,000 yuan with two other teachers to contract the school-run enterprise management department in Hangzhou's Shangcheng District, which had been losing money for many years.
In the early days of his business, his relatives rode a tricycle every day, walking the streets and alleys to sell popsicles, and gradually, he found that many children were malnourished due to lack of appetite, and he saw business opportunities.
After aiming at business opportunities, Zong Qinghou immediately took action, launching the first nutritional solution designed for children in China in 1988, and then publicly solicited brand names in newspapers, and finally named Wahaha.
After the product was launched, there was no fame, Zong Qinghou thought of advertising, but Hangzhou TV advertising quoted 210,000 yuan, he only had 100,000 yuan, after careful consideration, he gritted his teeth and loaned the advertisement. The effect was really good, Wahaha's sales in the first month reached 150,000 yuan, and in a few months it soared to 4.88 million yuan
Wahaha has since laid its own sales path: first rely on advertising bombardment, then find local agents, and finally rely on agents to shop goods, this sales routine Wahaha has been used for many years.
From its inception to the present, Wahaha has undergone three major leaps, each time using a blockbuster and the same sales routine.
The first time is the wahaha nutrient solution mentioned earlier, in those years, the streets and alleys have transmitted an advertisement: "Drink Wahaha, eat is fragrant", in 1990, only three years of entrepreneurship Wahaha output value exceeded the 100 million yuan mark, Wahaha from a school-run enterprise to a well-known large enterprise, since then opened a rapid expansion of the road.
The second time is in 1996, Wahaha once again launched AD calcium milk, this milk-based, but also supplemented by vitamin A and vitamin D calcium milk, once launched quickly popular, by many teenagers and children love, with this momentum, Wahaha launched pure water, that year occupied the first place in the bottled water market, and Wahaha AD calcium milk also became the first sales of tens of billions of single products, since then laid its position in the beverage industry.
The third leap, in 2015 Wahaha launched the Nutrition Express, the streets and alleys began to transmit Wahaha's advertising slogan: "Breakfast drink a bottle, spirit a morning", nutrition express sales record soon exceeded 20 billion yuan, Wahaha therefore set up factories throughout the country, occupying most of the national beverage FMCG, becoming China's largest beverage giant.
From AD calcium milk to nutrition express line is Wahaha's most brilliant moment, annual sales of nearly 80 billion yuan, but no one thought that since then, Wahaha, who has entered the peak, has fallen into a state of mid-life crisis.
Since the Nutrition Express, Wahaha has never had a blockbuster-level product, and sales have gradually declined, falling by 40% in 2017, with annual revenue of only 46.4 billion yuan, compared with 2013, more than 30 billion yuan.
In order to reverse the downward trend of sales, Wahaha has also tried many ways to transform, such as infant milk powder, children's clothing, etc., and even tried to enter the liquor market. It's just that the march was very high-profile, and in the end there was no result.
In 2018, Zong Qinghou, driven by his daughter Zong Fuli, began to change the internal management of Wahaha. He has a clear division of labor with his daughter, who is responsible for marketing and production management.
At the end of 2018, Zong Fuli served as the public relations director of the Wahaha brand, from behind the scenes to the front of the stage, Wahaha began to have many changes, replaced by Wang Lihong, an image spokesperson who had been used for many years, and replaced this position with a small fresh meat.
The era after Wahaha belongs to Zong Qing is gradually gone, and the era belonging to Zong Fuli has begun, but can Zong Fuli take Waha back to its former glory? We can only wait and see.
Coconut palm juice
When it comes to coconut palm juice, many people first think of its packaging, which has always been earthy and vulgar. It is said that these packaging has always been designed by the founders themselves, although they have been criticized by the Chinese people, but it does not prevent it from being popular for 30 years. At the same time, many people can't admit from the bottom of their hearts that its taste is really good, and some people even claim to have drunk it for many years.
Whether it is the tackiness of advertising or the quality of the excellent, it is inseparable from his founder Wang Guangxing.
Before starting his business, Wang Guangxing worked as a temporary worker in Haikou Canning Factory for 20 years, and then because of his strong ability, he was transferred to Haikou Beverage Factory and Haikou Electronics Industry Corporation as a factory director. In 1986, he returned to the Haikou canning factory as the director of the factory, and the leaders hoped that he would save the dying canning factory.
At the beginning of his term of office, Wang Guangxing carried out drastic reforms, he first decomposed the factory into 9 branches, let each factory find its own real way, and at the same time led the reform of "breaking the three irons", that is, breaking the iron rice bowl, iron wages, and iron trading, which was undoubtedly a surprising move at the time, but also because of such boldness, haikou canning factory has since turned losses into profits.
In his first year in office, he reduced the cannery's losses by 3 million yuan, and two years later turned a profit, with a total profit of 2.4 million yuan.
After the institutional reform, he began to focus on the development of natural coconut juice, in order to break through as soon as possible, he took out 3 to 5 points of product profit to reward scientific and technological personnel, resulting in technicians in only 8 months, to overcome the coconut oil separation technology.
In 1987, Coconut Tree brand coconut juice began to face the market, because it claimed not to add any preservatives, and once it was launched, it was marketed nationwide, resulting in Haikou Canning Factory becoming one of the top 10 enterprises in China's beverage industry at the fastest speed.
In 1988, Coconut Tree brand coconut juice was selected as a banquet drink by the Diaoyutai State Guesthouse in Beijing. Since then, Wang Guangxing has been hyped up throughout the country under the sign of "state banquet drink", and finally made coconut palm juice become the first brand in the national beverage sales in 1914.
Since the debut of The Coconut Tree Group in 1999 at the Spring Festival Gala, the advertising style of the Coconut Tree Group has become more and more bold, often putting advertisements with the theme of "white and tender, curved and moving, drinking coconut palm juice", and there are particularly obvious explicit pictures in the advertisements.
Because they have always adhered to vulgar advertising, they are often punished by the market supervision department, from only 1,000 yuan in 2009 to 31,500 yuan in 2018, and in 2019, Coconut Tree Group was punished with an administrative penalty of 200,000 yuan for obstructing social public order and maintaining good social customs.
But this does not hinder its rapid development, in 2014, the output value of the Coconut Tree Group reached 4.45 billion, Wang Guangxing also won the title of national labor model, and won the title of outstanding entrepreneur in Hainan Province for seven consecutive years.
In 2016, Coconut Tree Group launched the design of volcanic rock mineral water "chest mold bottle", which once again triggered social controversy, and then was investigated by the Hainan Ministry of Industry and Commerce, in which Coconut Tree Group urgently issued a document to explain, but few people believed them.
Although it has been on fire for 30 years by the advertising of the edge ball, with the rise of the Internet and the advent of the e-commerce era, Wang Guangxing's trick no longer works. According to the data, since 2014, the output value and revenue of Coconut Tree Group have begun to decline.
Wang Guangxing once claimed that the output value in 2015 should reach 6 billion yuan, and it will exceed 10 billion yuan in 2020, but according to the data released by Coconut Tree, only 5% growth in 2018 and 2019, and now, the goal of 10 billion yuan is still far away.
In fact, behind the performance growth is the enhancement of innovation ability, for many years the coconut tree has been stuck in its own hands, in addition to the coconut juice this product can no longer find a product that can also be taken.
The opponents of modern coconut juice have gradually increased, and Wang Laoji's "coconut soft" and "special soldier" raw squeezing products have been put into the market. Consumers' health concepts are getting stronger and stronger, low-fat and sugar-free products are becoming more and more popular, and the future development of coconut milk is not optimistic about the market.
Today's Wang Guangxing is more than 80 years old, nominally has withdrawn from the company, but insiders have said that he is still the helmsman of the coconut tree, and recently personally changed the packaging of the coconut tree again, of course, it is still a consistent style, the question is, is this trick still popular?
Beauty juice source
At a time when most drinks are in crisis, there is one drink that still sells well, that is, Coca-Cola's mei juice source.
In 1945, the U.S. federal government hoped to find a way to send fresh orange juice to overseas troops, to ensure year-round supply, but also to ensure fresh taste, and the U.S. juice source was born.
In 1960, Coca-Cola bought the Mei Juice Source brand and pushed it global with its own system.
In 2004, Mei Juice Source began to enter the Chinese market, when China's fruit and vegetable juice beverage market has been prosperous, unified fresh oranges, Master Kang's "Daily C", Nongfu Spring's Farmer Orchard are selling very hot, these brands have a perfect sales system and a stable customer base.
But Coca-Cola is looking at the market opportunity for Chinese fruit and vegetable beverages, according to the survey data at the time, Chinese drink less than one liter of juice per year, which is 1/7 of the world average and 1/45 of the US average, which makes Coca-Cola full of confidence in the Chinese market.
In order to stand out among many brands, Mei Juice Source has taken a differentiated path, from the internal juice to the outer packaging, trying to ensure that it is different from other juices.
The first product of Mei Juice Source, fruit grain orange, is different from the pure orange juice on the market, it adds pulp to orange juice, so that consumers can feel the original feeling. At a time when all brands advertise healthy fashion, Fruit Orange will use juice containing pulp granules as its own market segment.
In addition to the difference in juice, the fruit orange also takes a difference in product and design, it designs the bottle to have a convex and concave surface, making it easy to associate with each other, while avoiding the traditional 500 ml and 1.5 ml in specifications, using 450 ml and 1.25 liters, maximizing the differentiation from other juices.
More importantly, Fruit Orange constantly communicates with consumers with emotions, and they firmly grasp the hearts of consumers with the appeal of celebrity spokespersons.
At first, the spokesperson chosen was Liu Qingyun, followed by Olympic champions Chen Fei, Yang Wei, etc., and later adopted Eason Chan. These very powerful figures have made consumers trust in the healthy image of Meijuyuan products and become its loyal consumers.
In addition, Mei Juice Source will carry out theme activities every year, in 2017, Mei Juice Source launched the "How Do You Love to Enjoy Mei Zi Yuan Fruit Orange" activity, encouraging consumers to send their original fruit orange happy ideas to the Internet in the form of photos and videos, and finally collected 600,000 photos, 150,000 videos, a total of 4.5 million people participated, these activities are the best way for the Mei Juice Source brand to communicate with consumers.
Of course, what we have to deny is that Mei Juice Source can quickly open the market, thanks to Coca-Cola's stable channels and its strong brand endorsement.
Since 2010, the market share of Mei juice source has gradually increased, and by 2019, it has surpassed Huiyuan and Master Kong and become the leader of China's juice industry, until today.
What is more admirable is that mei juice source has never stopped the pace of innovation, and constantly launched new products according to the requirements of consumers, in the past two years, mei resources for breakfast, dinner, leisure scenes, and launched 100% juice such as grape juice.
In the juice track with limited market capacity, Mei Juice Source has always kept pace with the times, which is actually a place where Wahaha, Huiyuan Juice and Coconut Tree should learn.
According to relevant data, from 2014 to 2018, the retail volume of new bottled juices in China has been between 13 billion and 14 billion, and the floating growth is very slow, while the new tea market space is constantly replacing bottled juices.
At the same time, traditional juice is also being impacted by some new juice brands, such as Yuanqi Forest, WangshanJia juice, etc., which are emerging Internet red drinks.
From a health point of view, consumers are more willing to drink fresh drinks, and modern people can drink healthy fresh juices as long as they order a takeaway.
Consumer groups have changed, consumer preferences have changed, and juice brands, whether they have fallen into trouble or are developing, have to embark on the path of innovation.
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Author: Elan Weiwei
Editor-in-Charge: Song