Which one is better, Jiaduobao herbal tea or Arctic Ocean?

Jiaduobao herbal tea is good. Times when a hundred flowers bloom are not always good. This is especially true for those who have been victors.

Although the history of collective consumption of packaged beverages by Chinese people is not that long, the "King of Beverages" in our memory has also changed many generations. In the early years, Rising Sun Ice Tea was advertised on CCTV, Jianlibao, which represented a generation of Chinese athletes, and later the "10 billion single product" Nutrition Express, and Wanglaoji, which attracted the attention of people across the country...

Wahaha Founder Zong Qinghou said that there is no victory in the beverage market and it never stops changing. But the reason for the changes in the beverage market is not just the success or failure of the company's own decision-making. From the Arctic Ocean to the Vitality Forest, the fashion trends of the entire market and the calculations in consumers' minds have undergone dramatic changes.

Returning the flourishing Yuanqi Forest to the 1990s, can it succeed? Most likely not.

The reason behind this may be the answer to the rapid transformation of Chinese beverages in just 30 years.

1. Natural, must be good

It was an era when sugar was scarce. Arctic Ocean was one of the earliest drinks and the collective memory of a generation of Beijingers.

“What people remember about Laobingyang is the orange aroma that remains in the throat after entering the mouth. This aroma cannot be brought out by flavoring.” A Beijinger recalled that if you look carefully, Arctic Ocean soda is turbid. After slight shaking, the orange berries will float and then sink. You can drink as much as you want. [1]

“The amount of carbon dioxide pressed into the Arctic Ocean is twice the normal amount, so it’s very refreshing to drink, and only glass bottles can withstand the pressure.” According to an internal employee. [2] Many years later, Yuanqi Forest also talked about his contribution to the inflation volume, but if Yuanqi Forest had been born in that era, there would have been a different ending.

In that era of underdeveloped logistics, it was difficult to transport such highly aerated drinks across regions, so at that time children across the country had their own high-quality soda. The North China Plain is the Arctic Ocean and Shanhaiguan; Shanghai is Zhengguanghe; Temple of Heaven soda in Chongwen District, but the latter two are often called "three essences of water" - blended with saccharin, flavor and coloring. They have a poor reputation and are low-end sodas, and are not popular among consumers.

Arctic Ocean is different. Arctic Ocean is a real fruit juice soda. The main raw materials are freshly ground orange jam and orange oil extracted from orange peels, plus white sugar, fructose syrup and other formulas. "Natural is good" has long been the mainstream psychology of consumers in the last century. Therefore, sugar substitute drinks did not dare to advertise themselves as "healthy" at that time.

At that time, Arctic Ocean occupied an important position in the hearts of a generation of Beijingers, but unfortunately, in 1994, the country ushered in a wave of investment promotion, and the "Arctic Ocean" soda was assigned to Pepsi-Arctic Ocean Beverage Co., Ltd. for production. Just a few years later, Pepsi-Beibingyang closed its doors, and Beibingyang disappeared from the Beijing market for a long time.

Nationally, the leader in soda is Jianlibao, the "Oriental Magic Water". Looking back at history, in 1984, Li Jingwei took Jianlibao to the 23rd Olympic Games held in Los Angeles, USA. At this Olympic Games, Chinese athletes made rapid progress and won 15 gold medals, which shocked the world.

A Japanese reporter was confused and discovered a secret after following Chinese athletes. Li Ning, Ma Yanhong, Xu Haifeng, and Luan Jujie all won gold medals by drinking a drink called "Jianlibao", so they asked for it. I tried a few cans and took away the empty shells.

Afterwards, Japan's "Tokyo Shimbun" published a piece of news that was almost an advertisement: "Behind the Chinese team's gold medal, there is a kind of 'magic water' at work. A sip of the 'magic water' will immediately make people Energetic." This Chinese magic water has since become popular in the world and attracted widespread attention.

[3] Jianlibao’s reputation is getting better and better. The 1987 National Olympics was sponsored by Jianlibao. After the Olympics, there was a boom in orders. The following year, Jianlibao sold 270 million yuan and was advertised on CCTV. In 1989, Jianlibao's advertising investment was 10 million yuan, and its output value was close to 500 million yuan. [4]

my country’s female gymnastics champion Yang Yun recalled, “When I was a child, as long as I practiced gymnastics well every day, my mother would reward her with a bottle of Jianlibao” [5].

During that time, some elders even believed that carbonated drinks such as Jianlibao had the function of helping digestion. During the holidays, buying a box of Jianlibao is a must-do. But Coke and Sprite, which are also carbonated drinks, have never enjoyed such high praise from their elders in China. The "health" positioning with athletes as the core matrix is ??indispensable.

The well-known series of disputes within the Jianlibao enterprise emerged in 1999, but Jianlibao's sales began to decline significantly after 1997. In fact, starting from this year, the entire carbonated beverage industry collided with the "National Dental Prevention Group", another major marketing organization in China.

The National Dental Prevention Group, a non-governmental organization, has been illegally carrying out product certification functions since 1997, and has joined forces with many well-known toothpaste brands on the market to organize dental science popularization for children in major primary and secondary schools and hospitals across the country.

Many people born in the 1990s remember that on a Friday afternoon in primary school, an aunt wearing a doctor’s white coat was invited to the podium by the class teacher, and she talked endlessly to everyone about how to care for teeth. Finally, each person was given a "punch card" and asked to stamp it after brushing their teeth every day.

On September 21, 2003, under the organization of the dental prevention team, 10,240 primary school students in Luohu, Shenzhen brushed their teeth collectively and set a Guinness record for "brushing their teeth at the same time".

The activities of the National Dental Prevention Group were later deemed to be illegal, and the entire organization was banned in 2007 due to collusion with corporations. But the 10-year joint marketing campaign by toothpaste companies has objectively made more people aware of the dangers of carbonated drinks and slowed down the growth of China’s carbonated drink market.

According to data from the China Industrial Beverage Industry Association, the sales growth rate of China’s carbonated soft drink market has declined for six consecutive years since 2014. [6]

2. The earliest celebrity to bring products, the earliest revival of tea drinks

The revival of tea drinks among contemporary Chinese young people, Heytea, which was only born in 2016, is by no means first.

Around 1995, the general environment was that China's economy was growing rapidly, the pace of urban life was getting faster and faster, and urban trendy culture was rising rapidly. Young people could no longer stand it. Washing cups, making tea, tasting tea, etc. Through a series of slow-paced processes, "drinking with a teapot all morning" has become a lifestyle that young people despise.

Tea beverages have intercepted a group of potential tea drinkers, and there are too many types of tea in China with huge differences. It is difficult for young people to understand it. There are many rules in Chinese tea culture, and there are many questions about making tea, drinking tea, and even what to use. Such actions and what kind of environment are required all have very high requirements and restrictions. Young people do not have time to study, and naturally they are not interested in tea.

In 1994, Xurisheng Ice Tea created a new beverage category - tea, and its sales performance was a blockbuster. By 1998, Xurisheng's sales reached 3 billion yuan, ranking second among the top ten beverages in China. [7]

In 2003, due to the strategic mistake of Rising Sun, it withdrew from the beverage market and handed over the tea beverage market to Master Kong and Tongyi, and the iced tea market completely exploded. [7]

Tingyi and Uni-President are Taiwanese companies. Around 2000, it was also the period when Taiwanese singers became popular in the mainland. Young people do not like traditional tea culture, but they like Taiwanese pop singers.

Companies such as Master Kong and Uni-President have never been stingy in building their brand image. They have invited big-name celebrities such as Avril Lavigne, Stefanie Sun, Su Youpeng, Zhang Huimei, Ren Xianqi, TWINS, Dong Jie, etc. to speak for themselves; in concept promotion On the other hand, advocating "youth has no limits", "extreme partying, I dare to reach the peak", etc. coincide with young people.

Many contemporary middle-aged people have the logo of a certain drink printed on the idol posters they collected during their star-chasing days.

The publicity method of "bombing with ideas and supporting stars" made iced red/green tea a trend, which was liked and consumed by more and more young people at that time. In terms of coverage, iced tea has made a much greater contribution to the renaissance of tea drinks than the new milk tea.

Unlike today’s young people who knowingly drink milk tea, iced tea has another advantage over carbonated drinks in that it “seems” to be healthier. Because iced tea is not as sweet as cola, and it is not yet recharged, so it is not a carbonated drink.

Until later, many tests showed that the sugar content of iced tea was not much lower than that of cola. The reason why tea drinks are not sweet is because tea drinks use the bitterness of tea to cover up the sweetness of sugar. In addition, rumors emerged that iced tea drinks contain coloring additives and are formulated with powder ingredients, etc., which made iced tea show a declining trend along with carbonated drinks in 2014.

At about the same time, Jiaduobao and Wanglaoji became phenomenal drinks, but herbal tea and iced tea had different paths of success.

Herbal tea itself is a local traditional beverage in Guangdong, which has the effect of cooling and reducing fire. The temperature in Guangdong is hot and humid, and herbal tea shops can be found everywhere in the streets and alleys of Guangdong. However, the authentic herbal tea tastes very bitter. In 1995, it was developed into a beverage product with a taste that could be accepted by consumers in other regions, and a lot of sugar was added.

But in fact, taste changes are not the secret to the success of herbal tea drinks. After Guangdong Jiaduobao Beverage Co., Ltd. obtained the brand management rights of "Wanglaoji", its sales performance has been tepid for six or seven consecutive years.

It was not until 2003 that the sales of red Wong Lo Kat suddenly surged, with annual sales increasing by nearly 400 yuan. In 2004, they exceeded 1 billion yuan in one fell swoop. [8]

The reason is the catchy advertising slogan: "If you are afraid of getting angry, drink Wong Lo Kat."

Many articles about marketing cases have discussed the role of this sentence in Wong Lo Kat’s positioning and brand communication. But the real background behind the spread of "Afraid of getting angry, drink Wong Lo Kat" is that due to the popularity of Sichuan cuisine and the increase in China's per capita meat consumption during that period, Chinese people were really "getting angry".

Since 2000, Sichuan cuisine has become popular all over the country. First it was boiled fish, then spicy crab, and later there were skewers and sesame seeds all over the streets. According to data obtained by reporters from the Beijing Municipal Commission of Commerce in 2003, at that time in Beijing: "Sichuan restaurants accounted for 26 of the total, while Cantonese restaurants accounted for only 6.2." [9]

By 2018, "China Catering Report 2018" 》Data show that Sichuan cuisine restaurants have become the overlord of the national catering industry. The number of Sichuan cuisine restaurants is approximately the number of Hunan, Cantonese, Shandong, Anhui and Fujian restaurants combined, and the number of Jiangsu and Zhejiang restaurants ranks second. [10]

In addition, according to Nongxiaofeng data, China’s pepper production increased rapidly from 10 million tons in 2000 to 15 million tons in 2010. Although the export volume of peppers has increased over the years, the increase is obviously not as significant as that of pepper production. It can be roughly proved that the per capita consumption of chili peppers in China has been rising rapidly in the past. [11] According to the "China Statistical Yearbook", in the ten years from 1990 to 2000, China's total per capita meat consumption increased from 15.91kg to 20.22kg, but in the next 5 years, it rapidly increased to 25.95kg . [12]

If you still remember Wong Lao Kat’s advertisements, the most impressive thing besides the slogan about getting angry is the recurring hot pot scene.

In 2003, the sales volume of Wanglaoji herbal tea started from 600 million yuan. By 2007, the total sales volume exceeded 5 billion yuan. In 2010, it exceeded 20 billion yuan, with the peak exceeding 24 billion yuan. It became China's first company that can compete with Coca-Cola. Competing local beverage brands. "Afraid of getting angry, drink Wanglaoji" was heard all over the country.

However, in recent years, as consumers' perceptions have changed, the motivation for drinking Wanglaoji has changed from "fear of getting angry" to "seeking psychological comfort."

In 2019, Wanglaoji’s sales were 10.2 billion, down by about half from its peak. [13]

During the same period, another health-focused drink became a commercial miracle on the market - Nutrition Express.

Nutrition Express was launched in 2005. In 2009, Nutrition Express sold 12 billion yuan, accounting for 1/4 of the sales of Wahaha Beverage Empire. By 2013, the single product revenue of Nutrition Express exceeded 20 billion yuan. , the growth rate has created a miracle in the sales volume of single products in the domestic beverage industry.

In the perception of consumers at that time, milk was rich in animal protein and fruit juice was rich in vitamins. The combination of the two must be a highly nutritious drink.

The more important reason is that before Tetra Pak entered China, most Chinese people ate boiled milk, with a little sugar added to make the milk easier to eat. Later, Tetra Pak packaging and high-temperature sterilization entered the Chinese market. Many people were lactose intolerant to the fresh milk packaged in Tetra Pak. They would feel nauseated and have stomach discomfort when they drank it.

The arrival of Nutrition Express has solved this problem, and its thick texture and rich taste make people feel that Nutrition Express is nutritious and full of ingredients. It only costs five yuan, which is better than drinking carbonated drinks and Iced tea is much stronger.

“Drink a bottle in the morning and you will be energetic all morning.” Nutrition Express is used as a breakfast drink by many students and has conquered those who are too busy to have a meal. At the same time, Nutrition Express will also highlight its labels of "milk content >30%" and "additional addition of 15 kinds of nutrients such as vitamins A, D, and E".

But gradually people began to realize that Nutrition Express is more of a beverage, and drinking Nutrition Express is not as good as drinking milk directly. In 2014, Nutrition Express’s sales were 15.36 billion yuan, which dropped to 11.54 billion yuan in 2015, and in 2016, it dropped directly to 8.42 billion yuan.

The success of Nutrition Express actually means that with the popularization of compulsory education in China and the improvement of basic scientific literacy, Chinese consumers have gradually noticed the meaning of the ingredient list behind the beverage.

Although it is still inevitable to fall into the trap of marketing, consumers' definition of healthy food has made huge progress compared to "natural, means good" 20 years ago.

However, this progress has brought about a huge division in the beverage industry.

3. The difficult convergence of health and taste

After 2015, the beverage market has developed two distinctive features.

One is that forward-looking investors have keenly captured the market’s demand for “true health” and invested in and promoted many particularly unpalatable “niche cults”, such as various zero-sugar vegetables. juice and canned raw leaf tea; the other is that consumers have given up on themselves and started drinking drinks with high sugar content, such as Vita lemon tea, which is jokingly said to be "better than smoking marijuana."

Vita Lemon Tea is a drink launched in 1979. It unexpectedly became popular in 2016. In addition to the promotion of Internet memes, the most mentioned thing is its unique astringent taste. This astringent taste can offset the sticky taste brought by sugar, which is similar to the reason why iced black tea and iced green tea became popular in the early 21st century.

Drink two cans of Coke in a row and you will be too tired to drink it anymore. But with the astringent taste, you can drink as much lemon tea in one go. Lemon tea allows you to consume more sugar without feeling tired, and brings more dopamine than other drinks.

The popularity of lemon tea is, to some extent, due to the self-defeating effects of "health" and "deliciousness" on consumers. Except for a small number of people who are concerned about their body shape, they drink fruit and vegetable juices. After reading the ingredient list, most consumers find that whatever they drink is not healthy anyway, so it is better to simply get more dopamine.

Consumers’ vigilance against sugar not only affects beverages such as Nutrition Express that are indeed too high in calories, but also affects fruit juices that are not so “fat and happy”. Many consumers are aware that white sugar is added to juice drinks, and some consumers are also wary of juices that are not specifically added with sugar, such as freshly squeezed juices.

Because, nutrition experts often say that the free sugar produced after the fruit is broken makes juice far less healthy than fruit. Although this impact may be minimal, even Coca-Cola admits that this is an era of "sugar fear", and it is even more difficult for other sugary drinks to overcome this mountain.

Until the emergence of sugar-free sparkling water, “healthy” and “delicious” barely merged. Yuanqi Forest, KellyOne, Wahaha...compared to three years ago, sparkling water products today are popping up in convenience stores in major cities like mushrooms after a rain. The foresighted Yuanqi Forest has the highest profit - or the highest selling price, and the latecomers just take advantage of this opportunity and play the "cost-effectiveness" card.

Although it is said that the success of sugar-free sparkling water is the success of Yuanqi Forest, if you study the market carefully, you will find that among the many series of Yuanqi Forest, only sugar-free sparkling water has been "copied" by other brands. Get the most. Therefore, it is the sugar-free sparkling water that creates the Yuanqi Forest, not the Yuanqi Forest that creates the sugar-free sparkling water.

I have no intention of discussing how to invest in sparkling water.

What is even more interesting than this is that the success of sparkling water 30 years later seems to be mocking the traditional media that wrote the term "sanjing water" back then.

Today’s sparkling water is vying to declare that it “does not contain any natural substances.” Compared with the Arctic Ocean back then, there is not only no sugar, but also no fruit. Take a look at the ingredient list, eh, erythritol, sodium bicarbonate, citric acid, sucralose, potassium sorbate...

Rows of "chemical substances" are like proudly lined up soldiers, Accept the review of young people. The generals, who were holding the banner of "sugar-free" and "zero calorie", happily walked past the sugar-replacement soldiers and showed a satisfied smile.

"Sanjingshui" no longer means "inferior", but begins to mean "transparent ingredients". Sparkling water that “does not contain natural substances” makes well-educated young people trust it more. Because the chemicals that can be added to food by the state are safe, controllable, and their efficacy is clear. But it’s hard to say with natural ingredients. Who knows if there is any pollution in the planting process?

Although this is still not a real science, it is indeed much more scientific than the simple "nature is good".

Some consumers and self-media who are skeptical about zero sugar sparkling water will also use blood glucose meters, sugar meters or even ingredient analyzers to test it themselves.

I can’t help but wonder if the young people who drink Yuanqi Forest happen to hear the “health regimen” of their parents’ generation, will they put a contemptuous smile on their lips?

If Yuanqi Forest had been born decades earlier, there is no need to guess its fate: a sugar-substitute flavored drink born in the 1990s would have been hung up and beaten by newspapers. Not only will it be labeled as "San Jing Shui", but some consumers will slap their foreheads after reading the news: "Oh, my conscience is broken, even the sugar is not real!"

Yes! The change in the perception that “even sugar is not real” is probably the best footnote of the changes in the beverage era.

Author | Hedawan Herbal Tea is a drink that many people now choose. Like tea drinks, it is relatively healthy, and herbal tea also has the function of reducing internal heat. So drinking herbal tea is a very good choice. So which herbal tea brands are better? The following is a list of the top ten herbal tea brands. Jiaduobao beats Wanglaoji and Qizheng.

The mobile phone number with good luck and bad luck must be in line with your numerology. What impact does your mobile phone number have on you? Which numbers are more suitable for you?

Top ten herbal tea brands: Jiaduobao, Wanglaoji, Heqizheng, Pan Gaoshou, Deng Lao, Huang Zhenlong, Qingku, Shenhui, Xu Qixiu, Tongrentang Healthy TRT.

PS: China Brand Power Index (C-BPI) is China’s first brand value evaluation system implemented by Chnbrand, China’s leading brand rating and brand consulting agency. It was first launched in 2011 It was launched and has received support from the Ministry of Industry and Information Technology’s brand policy special funds for several consecutive years.

Ranking of the top ten herbal tea brands

1. Jiaduobao

Jiaduobao Group is the abbreviation of "Jiaduobao (China) Beverage Co., Ltd." , is a foreign-invested enterprise registered in the British Virgin Islands and a wholly-owned subsidiary of Hong Kong Hongdao Group. Mainly engaged in the production and sales of beverages and mineral water. It is one of the well-known brands in the top ten herbal tea brands. The herbal tea produced by Jiaduobao Group is prepared based on traditional formulas, using high-quality herbal materials, adhering to traditional cooking techniques, and using modern technology to extract herbal essence and blend it; it contains chrysanthemum, licorice, grass jelly, honeysuckle, etc., which have preventive effects. Herbal plants that act on fire.

Can the company name match my birth date? What name for a company can bring good fortune?

2. Wong Lao Kat

The product form of Wong Lao Kat has undergone carrier changes such as water bowl herbal tea - herbal tea bags - herbal tea powder - herbal tea drinks. In addition to red can Wong Lao Kat and green box Wong Lao Kat , successfully launched 500 ml and 1.5 liter bottles of Wong Lo Kat herbal tea in October 2012. On December 27, 2012, the Wong Lo Kat herbal tea family added the "Three Auspicious Treasures": solid herbal tea, low-sugar herbal tea and sugar-free herbal tea, creating a new form of herbal tea products.

3. Heqizheng

"Heqizheng" is the name of a herbal tea produced by Fujian Daliyuan Group. It is a powerful force in China's herbal tea industry and a "dark horse" ", is dominating the herbal tea market with "Wang Lao Kat" and is popular all over the world. It symbolizes herbal tea culture and has rich brand connotation.

4. Pan Gaoshou

Guangzhou Pan Gaoshou Pharmaceutical Co., Ltd. was founded in the 16th year of the reign of Emperor Guangxu of the Qing Dynasty (1890 AD). It has a history of more than 100 years and is one of the leading pharmaceutical companies in Guangzhou. One of the core enterprises of Guangzhou Pharmaceutical, a subsidiary of Guangzhou Pharmaceutical Group, is a proprietary Chinese medicine manufacturer famous for its production of antitussive and phlegm medicines. It is one of the well-known brands in the top ten herbal tea brands.

The baby’s name is based on the horoscope of birth, combined with the principle of three talents and five patterns, to give the baby a good name that complements the five elements and balances the horoscope

5. Mr. Deng

Deng Old herbal tea is developed based on the precious formulas refined by Mr. Deng Tietao, a lifelong professor of Guangzhou University of Traditional Chinese Medicine and a nationally renowned veteran Chinese medicine practitioner, who has been practicing medicine and medicine for more than 70 years. It is mainly divided into two parts: packaged finished products and freshly brewed herbal tea. Packaged finished products include: canned drinks, sugar-free granules, sugared granules, honey paste and essence lozenges; ready-made herbal teas include: detox tea, anti-viral tea, men's tea, women's tea, nourishing yin and reducing fire tea, detoxification and heat-relieving tea Tea, heat-clearing and superficial tea, five-flower dehumidification tea, heat-clearing and acne tea, spleen-tonifying and kidney-tonifying tea, sour plum soup, Luo Han Guo tea, throat-clearing and throat-clearing tea, cough-relieving and phlegm-removing tea, chrysanthemum and snow pear tea, ginseng chrysanthemum tea, moisturizing tea, Smoke-clearing and throat-clearing tea, coconut juice, etc.

6. Huang Zhenlong

Huang Zhenlong is the father of Huang Fuqiang and is a well-known "herbal tea king" in Guangdong. Born in 1910 and died in 1981, he was seventy-two years old. Huang Zhenlong has created his own well-known signature brand - Mao Sha herbal tea. Huang Zhenlong Mao Sha herbal tea has a history of nearly 80 years. It is one of the well-known brands in the top ten herbal tea brands.

Will the 2022 zodiac fortune bring good opportunities to you in 2022? Is there a chance to get rich suddenly? Is it suitable to start a business?

7. Qingku

Ennis Beverage Co., Ltd. was established in 2009. It is a functional food company invested and founded by Singaporean Chinese businessmen in China that integrates R&D, marketing and sales. Beverage company. Ennis Guangzhou now has a 100 square meter laboratory, a 300 square meter marketing center, and a sales team of more than 200 people.

8. Shenhui

Shenzhen Shenhui Enterprise Co., Ltd. is a medium-sized beverage enterprise integrating production, research and development, and trade. Its main products include Shenhui Special Drink and Doudou. Yogurt, herbal tea and Shenhui jelly, etc. It is one of the well-known brands in the top ten herbal tea brands.

9. Xu Qixiu

The brand name "Xu Qixiu" has been in use since 1895 and has a history of more than 100 years. It is a time-honored Chinese brand. Xu Qixiu herbal tea is a herbal herbal tea and has long been famous in Guangdong. , has always been enjoyed by the general public and has been well received and praised.

The Yearly Fortune 2022 interprets the eight-character code, analyzes the fortune and taboos, and reveals your life destiny, career and wealth, emotions, marriage and future development

10. Tongrentang Health TRT

Beijing Tongrentang Health Pharmaceutical Co., Ltd. is affiliated to Beijing Tongrentang (Group) Co., Ltd., China. The company's production, research and development, and sales are integrated into one, and it is a modern enterprise that integrates Chinese health culture and modern high-tech.