After a person grows up, he or she will always miss the things he or she did as a child, such as the toys he or she played with as a child, the snacks he or she ate as a child, and the friends he or she played with as a child, etc.
These are the things he or she did as a child. In the last two or three years, Poo would often wander into the chili bar section of the supermarket, and after checking out, he would ask himself. "I bought this packet of 'Old Fashioned Big Hot Chips'. Is it the kind I ate as a kid or not?"
After growing up, you are not often nostalgic for childhood snacks, this February, nostalgic food "Mochi" peach juice to three days to sell 30,000 boxes of good results of the magnificent "resurrection" la. This can be the Beijing area and Tianjin area of the 70, 80 and even 90 uncles and aunts are very happy, overnight spring, the circle of friends of the emoticons are more a trace of naughty.
Beijing has a 60-year-old old man, was in the prime of his 20s obsessed with this peach juice, for this reason, put off the dance partner's square dance invitation, on time to snatch a set of, to confirm the eyes, he lied to the people big mother.
2011 Arctic Ocean soda "resurrection"
2014 Shanhaiguan soda "resurrection"
April 2016 Arctic Ocean double stick "resurrection "
2017 bag of child shower "resurrection"
Childhood snacks that faded after the 1990s have returned to the limelight.
A variety of shopping sites, "big white rabbit" milk candy, "big" bubble gum, the old-fashioned big spicy tablets, "turtle" sour plum powder, "" Mimi" shrimp sticks and other snacks with childhood memories are not bad sales.
Then the question comes:
Question one: the resurrection is resurrected, once those childhood snacks in the end is what death? What are the "causes of death"?
Question 2: Why are they resurrected in this era? What are the "causes of death"?
Small Pu did some homework, may be able to answer everyone's doubts.
Reason one: foreign brand impact
Representative food: Wow Wow milk candy, Mochi peach juice, Arctic Ocean soda
After the reform and opening up in 1978, many foreign brands began to enter China, many domestic brands have been impacted to varying degrees since then, and this impact was even greater in 1994 after the tide of investment. Moqi brand owner of the Beijing Second Commercial Group, the relevant personage, in recent years, the impact of foreign brands gradually weakened, so that many of the old brand has the opportunity to resurrect.
The popularity of the "Wow Wow" milk candy is also due to this reason began to decline, the late 1990s, a large number of foreign confectionery brands, chocolate is widely accepted by the people of China, the arrival of the era of systematic marketing so that the quality of the Wow Wow advantage is no longer, and gradually declined.
The same reason also applies to the "Arctic Ocean" soda, it is reported that the "Arctic Ocean" soda was in 1994 after the tide of investment with foreign cooperation set up four joint venture companies, "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda was assigned to the "Arctic Ocean" soda. "Soda was assigned to Pepsi - Arctic Ocean Beverage Co., Ltd. production, but not long because of poor management, closed down. Many national brands gradually declined during this period because they could not keep up.
Reason 2: the impact of related food policies
Representative food: spicy noodles
Henan Luohe and Hunan Pingjiang as the north and south of the two major production of spicy noodles witnessed the closure of many of the spicy noodles business. The market sale of spicy noodles for the pursuit of taste and color, most will use a lot of additives, which makes a lot of people eat spicy noodles do not control the health of the people at risk, this kind of news is often seen in the newspaper, people are more concerned about food safety has given birth to the development of food safety laws and related policies.
In 2007, the "spicy noodles province" Henan, has introduced "Henan Province, local standards for seasoned noodle products (DB41/T 515-2007)", on May 27, 2015, the State Food and Drug Administration issued a "strictly strengthen the supervision of seasoned noodle products and other leisure food notice".
These policies have led to the closure of some chorizo companies in the midst of consolidation, and in 2017, according to the Zhengzhou Pingjiang Chamber of Commerce, Henan's flavored noodle product companies (those producing chorizo) were reduced from more than 4,000 in 2000 to more than 1,000 at the end of 2009, with only 236 left in the province in 2017.
Reason 3: mergers and acquisitions
Representative food: big bubble gum
Accompanying the 80, 90 generation, once everywhere, everywhere you can find "big" bubble gum is now not so easy to buy, corporate mergers and acquisitions, or the beginning of its decline.
In 2007, Wrigley China announced it had acquired part of the confectionery business of the Jiakou Group, a subsidiary of Spain's privately owned food giant Yakulimin Confectionery Group, and "Dada" bubble gum was the main product under Jiakou.
The acquisition, which will cost up to $200 million, also includes the brands "Zhenzhihang" lollipops and "Solano" milk candies. In Wrigley China, the significance of the acquisition is to continue to maintain its dominance in the confectionery market, for market considerations, Wrigley out of more chewing gum products, "Da Da" bubble gum fell.
Reason four: the product itself
Representative food: Fenhuang Xuemei
Many brands are affected by objective reasons and closed, there are some brands are subjective death and gradually decline.
"Fenhuang" snow plum is 70, 80 after the childhood of the most familiar food, in 2000, "Fenhuang" snow plum to 14.718 million yuan in the domestic dried fruit food TV advertising first, accounting for the industry's total investment of twenty percent, can be said to be the most powerful. It can be said that the momentum is like a rainbow. However, this trend did not last.
In 2005, Fenhuang produced "Fenhuang" snow plums, "Fenhuang" interesting plums and other five batches of products and even because of sulfur dioxide exceeded the standard, and was ordered to stop selling in Beijing. 2006, Fenhuang snow plums due to sulfur dioxide exceeded the standard and labeling is not standard. In July 2006, Fenhuang was auctioned off for 95.8 million yuan, completely disappearing from the market.
So let's look at the second question: why is it resurrected in this era? What is the "reason for living"? Many of the old brand "resurrection" can not be separated from the 80, 90 years after the "nostalgia", this sentiment has led to the resurrection of many of the old brand, and this kind of consumer culture dominated by nostalgia is known as "nostalgia economy "
This is the first time that we've seen this.
The driving force behind the "nostalgia economy"
A research report released in 2008 by the Nostalgia Science Research Group at the University of Southampton in the United Kingdom made it clear that nostalgia can have a positive impact on people. Thus, the Post-80s and Post-90s, who have grown up in the context of the most rapid development of the times and the most drastic social changes, have no time to react to the fast-changing society and the enormous social and life pressure, which makes them involuntarily start to miss the past when they were under less pressure, or at least able to cope with the past. The resulting nostalgia and demand has stimulated the spread of "nostalgia" in commercial and consumer culture, setting off a wave of "nostalgia economy" with great potential.