What type of drinks do you usually like to drink? For the post-70s and post-80s, the most frequent drinks may be domestic sodas such as the Arctic Ocean, but at that time, in the face of the entry of foreign brands such as Coca-Cola, these domestic drinks once disappeared, and now they have reappeared on the market.
As a domestic local beverage brand, because the market size has a large room for improvement, coupled with the brand influence is not large enough, so the Arctic Ocean and other brands in the Coca-Cola century in front of the once lack of competitive advantage, and now this foreign brand has developed into an annual income of tens of billions of industry giants.
On October 27 this year, Coca-Cola released revenue data from July to September this year, showing that the company's single-quarter revenue was $10.042 billion, or about 60 billion yuan, which was nearly 2 billion yuan more than the estimated value of the beverage market.
To achieve such a huge revenue volume, Coca-Cola's sales are even more bullish, and in the first three quarters of this year, Coca-Cola's sales in the global market rose by 6%, a sharp increase of nearly 60% over 2019.
It is worth mentioning that in this growing sales volume, the Asian market, led by China and India, directly contributed 50% of the new sales volume, which is the largest sales market for Coca-Cola overseas.
On the other hand, domestic beverage brands do not yet have such a scale of business development, so the domestic carbonated soda market has long been controlled by Coca-Cola's products, and even a series of originally well-known brands have begun to disappear.
Coca-Cola first entered China in 1927, when its development in China was far less powerful than it is now, and it once withdrew from the Chinese market due to changes in international relations.
However, in 1978, after the easing of international relations, Coca-Cola quickly became the first foreign-funded enterprise to return to China, and at that time, there were already well-known domestic sodas such as the Arctic Ocean and Bingfeng in China, and these business operators did not think that Coca-Cola could gain a foothold in the Chinese market.
However, the fact subverted most people's views, due to the long-term lack of strong competitors in the country of domestic beverages, the operation of enterprises such as the Arctic Ocean is unusually smooth, there is no fierce market competition, and there is a lack of brand maintenance for consumers, so when Coca-Cola, a new brand, enters strongly, these domestic drinks have suffered huge losses.
Since then, in 1981, PepsiCo has also successfully entered the domestic market, which has further squeezed the living space of domestic beverages, and since then brands such as Laoshan Coke and Tianfu Coke have been acquired or have been extremely compressed in market share, and the domestic beverage market has presented a situation of two major Coke giants.
In the face of such a severe competitive environment, more and more companies began to find another way, choose to change lanes to overtake, in 1991 Jianlibao through the development of functional drinks, in the country won the first good results in sales.
Since then, domestic beverage companies have officially launched a counterattack on the two major foreign companies of Coca-Cola and Pepsi Cola, wahaha, Huiyuan and other new brands have entered the game, Coca-Cola is facing unprecedented pressure, and now the earliest batch of beverage giants such as the Arctic Ocean have also begun to quietly return.
If you pay close attention to the beverage containers in supermarkets, you can find that brands such as arctic ocean, ice peak and second factory that have disappeared for a long time have reappeared in the field of consumer vision.
Not only that, on August 27 this year, the country launched a vote on who is the king of domestic drinks, and many domestic sodas shortlisted at that time once again awakened people's past memories.
Taking Hubei Hankou No. 2 Factory Beverage as an example, as of the beginning of this year, the factory has completed two capital financings, which means that the brand still has the value of being optimistic about capital, on the other hand, it will achieve market share revival by expanding production in the future.
However, it is worth mentioning that the sales of these domestic beverage brands in the market are still difficult, and some people have specifically compared the prices of Chinese and foreign beverage brands, the total price of six cans of Coca-Cola does not exceed 12 yuan, while the 6 cans of Arctic Beverages are 36 yuan, comparable to 3 times that of Coca-Cola.
Therefore, many consumers also helplessly said that they do not want to support domestic beverages, but they really cannot afford to support, so from this aspect, domestic beverages are still facing a lot of business difficulties, and how to regain consumer support through price advantages in the future is one of the problems that domestic beverages need to consider.