From 65438 to 0953, the state organized scientific and technological personnel to develop the first carbonated beverage in China-Laoshan Coke. Because of its unique formula and taste, Laoshan brand drinks, mainly Laoshan Coke, sold well in China in the following decades. From 1980 to 1990, Laoshan coke has been in short supply, winning the title of provincial excellent and ministerial excellent, with an annual production capacity of 80 million tons. There are more than 100 domestic joint venture manufacturers, and the market share of Qingdao is stable at over 80%.
On the basis of continuing the excellent quality of the original Laoshan Coke, the healthy Laoshan Coke, which came back in 2004, conforms to the latest consumption trend, and adds a variety of Chinese herbal ingredients such as jujube, angelica dahurica, galangal, clove and carbon dioxide gas to the Laoshan mineral water, giving the product more healthy connotation, refreshing and sweet taste and endless aftertaste. Compared with other cola beverage products on the market, the quality and taste are not inferior, and it is unique and full of personality and charm because of its health concept.
Some people say that China's beverage industry has become a "colony" of foreign cola. Although we don't want to admit this fact emotionally, from the survey of residents' beverage consumption conducted by Zero Survey and Analysis Company in Beijing and Shanghai, the brand awareness and brand reputation of Coca-Cola, Pepsi-Cola and Sprite all rank first, while only a few domestic brands are known to some people, and foreign cola really conquered the people. It is also an extremely common carbonated drink. Why can't China's national brands be "happy"? People in the marketing field told reporters that drinking coke is the same consumption behavior as drinking other drinks. The Coca-Cola culture bred by Coca-Cola and Pepsi (mainly Coca-Cola) is too rich, far beyond the category of "drinking drinks". Coke is an elaboration of American culture and an expansion of American spirit. This is the fundamental reason why Erle is still tall and straight after vicissitudes. And this, no domestic brand can compare.
"Two Music" is aimed at the younger generation who subvert the tradition and show their individuality, and has worked hard for nearly a hundred years. To a certain extent, coke has become synonymous with youth and fashion. However, Laoshan Coke has also prepared its own unique competitive weapon, that is, "let consumers find the long-lost feeling". It is understood that as early as 1985, when Laoshan Coke was the most prosperous, the national market share at that time reached about 20%. In China, a considerable number of people aged 25-60 grew up drinking Laoshan Coke and have deep feelings for Laoshan Coke. Judging from the response of Laoshan Coke's return to the market, this "emotional card" has really attracted a large number of middle-aged and elderly consumers. But unfortunately, these groups are no longer the mainstream of beverage consumption.
It is understood that Laoshan Coke went to the counters of more than 20 supermarkets and nearly 1,000 terminal beverage shops in the island city within a short week after it officially went offline on March 25th. Laoshan Coke's move has the taste of "foreign coke" entering Qingdao. It seems that after ten years of meditation, the marketing strategy of Laoshan Coke is much better. "Make the market first, then build a factory", and the "foreign coke" of that year once unexpectedly killed Laoshan coke.
But at this time, Coca-Cola and Pepsi have extended their competition to the competition for terminal sales points. Through the joint monopoly of sales channels by manufacturers and distributors, their competitors have been completely "isolated". At that time, "foreign coke" was an outsider, but at this moment, the return of "Laoshan coke" can only be said to be a new beginning, with a completely different role and market environment. In this context, the old mine should not only imitate, but also understand the real beverage market. Unfortunately, as soon as Laoshan Coke appeared, its momentum was insufficient. For a long time after listing, the largest supermarkets in Qingdao-Carrefour, Christie's and Wal-Mart-did not find any trace of Laoshan Coke. It was not until around May Day that the reporter saw Laoshan Coke with preferential promotion at Christie's. It's been a long time since Coca-Cola slashed its price and cashed the bottle cap. Anyone with a discerning eye will know at a glance that this is foreign coke blocking Laoshan coke. What makes Qingdao people even more helpless is the new packaging of Laoshan Coke-"too much like Coca-Cola". It is said that it was designed by professionals. It is said that the red package is still used to awaken the memories that are sleeping in the depths of everyone's memory. However, in recent ten years, the Red Sea has become the symbol of foreign cola, and Laoshan cola is submerged in it, which really can't attract consumers' attention.