Now when it comes to rising sun iced tea, it may not be heard of for friends under the age of 20, but in the late 90s, it was a thunderous big-name beverage in China, and its status was comparable to that of Jianlibao, which was in the sky at that time. However, shortly after entering the 21st century, sales of Rising Sun Iced Tea declined rapidly and went bankrupt in 2007. Although Later Rising Sun was acquired by Huiyuan and fluctuated between the suspension of production and the small resumption of production.
Rising Rising Group was founded in 1993 in Ji County, Hebei Province (now Hengshui Jizhou District), with Duan Hengzhong as the chairman of the group.
In 1994, Rising Sun saw the gap in tea beverages in the domestic market and spent 30 million yuan to develop a carbonated tea beverage, injecting carbon dioxide into traditional tea drinks to produce a new taste. Eventually the drink was named "Iced Tea" by Rising Sun.
In the mid-1990s, the domestic beverage industry was far less developed than it is today, and the beverage brands that could occupy the national market in addition to the two "foreign giants" of PepsiCo, only Jianlibao, a domestic brand, could have such a market. At that time, Unification and Master Kong only had instant noodles in the mainland market, and did not launch a variety of drinks like now.
With that refreshing taste, Rising Rising Iced Tea has won an excellent reputation in Hebei and has rapidly expanded the market to the whole country. According to the data, in 1995, the sales volume of Rising Rising Iced Tea reached 50 million yuan. In 1996, this value suddenly rose to 500 million yuan, a 10-fold increase. In 1998, sales have reached 3 billion yuan, accounting for more than 70% of the market share of tea beverages, and Rising Sun is getting stronger and stronger.
Rising Sun Rising Iced Tea, which has won a big victory in the market, has also found many celebrities to endorse, from the initial two brothers of Chu Qi Chu Tong, to the later Yu Quan, and even the "Heavenly King" Andy Lau have filmed advertisements for Rising Sun Iced Tea, and have also invited former national football goalkeeper Fu Yubin to participate in the national tour.
However, after entering the 21st century, giants such as Unification, Master Kong, and Wahaha have launched their own tea drinks, and rising sunrise's sales have dropped sharply. In 2001, the market share of Rising Sun Iced Tea quickly fell from 70% 3 years ago to 30%. It was at this time that the problem of "nepotism" in management was also exposed, and the family-style business management made the old employees sent from Jizhou and the new employees recruited in other places contradictory.
In 2002, Rising Sun came to a critical juncture, the capital chain was broken, financing was hopeless, and it can be said that it was exhausted. That is, from the second half of the year, Rising Sun stopped marketing. A few years later, Rising Sun filed for bankruptcy.
Even in 2011, Huiyuan Group spent 12.01 million yuan to auction the trademarks of "Rising Sun" and "Iced Tea", and briefly resumed production, but it did not gain the favor of the market, and Rising Rising Iced Tea stopped production again.
Up to now, "Rising Sun Iced Tea", a once brilliant domestic beverage, has faded out of the public's vision. At present, only a small number is sold online, and offline channels are completely disappearing. A generation of legends, this is the end!