Which is better, Jiaduobao herbal tea or Arctic Ocean?

Jiaduobao herbal tea is good. The era of letting a hundred flowers blossom is not always beautiful. This is especially true for those who have won.

Although the history of China people's collective consumption of packaged drinks is not too long, the "king of drinks" in our memory has changed for several generations. In the early years, he advertised on CCTV Rising Sun iced tea, which represented Jianlibao of a generation of China athletes, the later "100 million yuan single product" nutrition express line, and Wang Laoji, who worried people all over the country. ...

Zong Houqing, founder of Wahaha, said that the beverage market has not won and has never stopped changing. However, the reason for the change of the beverage market is not only the success or failure of the enterprise's own decision. From the Arctic Ocean to the vibrant forest, the popular trend of the whole market and the small abacus in consumers' minds have undergone earth-shaking changes.

Can the vigorous forest be brought back to the 1990s? Probably not.

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

1. Naturally, it must be good.

It was a time when sugar was scarce. The Arctic Ocean is one of the earliest drinks and the collective memory of a generation of Beijingers.

"What the old Arctic Ocean remembers is the orange aroma left in the throat after the entrance. This aroma is not adjustable by flavor. " A Beijinger recalled that if you look closely, the soda in the Arctic Ocean is turbid. Shake it gently, and the orange velvet will float and sink, and you can drink as much as you want. [ 1]

"The amount of carbon dioxide injected into the Arctic Ocean is twice as much as usual, so it tastes particularly refreshing. Only one glass bottle can withstand the pressure." According to an internal employee. [2] Many years later, Yuan Qi forest also talked about doing an article on inflation, but if Yuan Qi forest was born in that era, the ending would be different.

In that era of underdeveloped logistics, this large-volume beverage was difficult to transport across regions, so children all over the country had their own high-quality soda. North China Plain is the Arctic Ocean and Shanhaiguan, Shanghai is the Zhengguang River, Xi 'an is the ice peak, and there are Tianfu Coke, Shashi in Asia and so on. ...

At that time, in addition to the Arctic Ocean, there were glacier soda and Tiantan soda in Chongwen District in Beijing soda market, but the latter two were mostly called "three refined waters"-saccharin, essence and pigment blended, which had a poor reputation and were low-end soda, which was not welcomed by consumers.

The Arctic Ocean is different. The Arctic Ocean is a real fruit juice soda. The main raw materials are freshly ground orange sauce and orange oil extracted from orange peel, plus white sugar and fructose syrup. "Natural is good", which occupied the mainstream psychology of consumers for a long time in the last century, so the sugar substitute never dared to flaunt its "health" at that time.

At that time, the Arctic Ocean occupied an important position in the hearts of a generation of Beijingers, but unfortunately, in 1994, China ushered in a tide of attracting investment, and the "Arctic Ocean" soda was distributed to Pepsi-Arctic Ocean Beverage Co., Ltd. for production. Only a few years later, Pepsi-Arctic Ocean Company closed down and the Arctic Ocean disappeared from the Beijing market for a long time.

Across the country, the leading soda is Jianlibao, the "Oriental Divine Water". Looking back on history, 1984, Li Jingwei took Jianlibao to the 23rd Olympic Games in Los Angeles, USA. At this Olympic Games, China athletes made rapid progress and won 15 gold medals, which caused a sensation in the world.

A Japanese reporter was puzzled. After tracking the athletes in China, he discovered a secret. Li Ning, Ma, Xu Haifeng and Luan Jujie all drank a drink called Jianlibao and won the gold medal, so they asked for a few cans to taste and took the empty shell away.

Later, the Japanese newspaper "Tokyo News" published an almost advertising news: "Behind the gold medal of the China team, there is a kind of' divine water' at work. Drinking' Shenshui' immediately makes people full of energy. " This kind of China water swept the world stage from now on, causing widespread concern. [3] Jianlibao is becoming more and more famous. 1987 The National Olympic Games is sponsored by Jianlibao. After the Olympic Games, there were hot orders. In the second year, Jianlibao sold 270 million yuan, and it was also advertised on CCTV. 1989 jianlibao advertisement100000 yuan, the output value is close to 500 million yuan. [4]

China women's gymnastics champion Yang Yun recalled, "When I was young, as long as I practiced gymnastics well every day, my mother would reward me with a bottle of Jianlibao" [5].

At that time, some elders even thought that carbonated drinks such as Jianlibao were helpful for digestion. It is necessary to buy a box of Jianlibao on holidays. But Coke and Sprite, two carbonated drinks, have never enjoyed such praise from their elders in China. The "healthy" orientation with athletes as the core matrix is indispensable.

As we all know, 1999 saw a series of disputes among Jianlibao enterprises, but after 1997, the sales of Jianlibao began to drop sharply. In fact, starting from this year, the whole carbonated beverage industry has bumped into another major domestic marketing organization-the National Dental Prevention Group.

From 1997, the national dental prevention group, a non-governmental organization, began to carry out commodity certification in violation of regulations, and organized children to carry out dental science popularization in major primary and secondary schools and hospitals across the country in conjunction with many well-known toothpaste brands in the market.

Many post-90s people 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 told everyone a bunch of methods to care for her teeth. Finally, she sent a "cardboard" to everyone, asking them to go back and brush their teeth and stamp every day.

On September 2, 2003, under the organization of the Dental Prevention Group, 40 pupils in Luohu, Shenzhen, brushed their teeth collectively, setting a Guinness record of "brushing their teeth at the same time".

The activities of the National Dental Prevention Group were later found to be illegal, and the whole organization was banned in 2007 because of its connection with enterprises. However, the joint marketing of toothpaste enterprises 10 has objectively made more people aware of the harm of carbonated drinks and slowed down the growth of carbonated drinks market in China.

According to the data of China Industrial Beverage Industry Association, since 20 14, the sales growth rate of carbonated soft drinks in China has been declining for six consecutive years. [6]

2. The earliest stars brought goods and the earliest tea renaissance.

It is by no means the first time that tea has been revived among young people in contemporary China. 20 16 was born.

Around 1995, China's economy grew rapidly, the pace of urban life became faster and faster, and urban trend culture rose rapidly. Young people can't stand a series of slow-paced processes such as washing cups, making tea and tasting tea. "Drinking with a teapot all morning" has become a lifestyle that young people despise.

Tea drinks have stopped a group of potential tea drinkers, but there are too many kinds of tea in China, which are very different and difficult for young people to understand. There are many rules in China's tea culture, such as making tea, drinking tea, and even what kind of actions and environment are needed, all of which have high requirements and restrictions. Young people have no time to study, so naturally they are not interested in tea.

Starting from 1994, Sunrise iced tea created a new beverage category-tea, and its sales volume was a blockbuster. By 1998, Sunrise's sales reached 3 billion yuan, ranking second among the top ten beverages in China. [7]

In 2003, because of the strategic mistake of Sunrise, it withdrew from the beverage market and gave the tea beverage market to Master Kong and Uni-President, and the iced tea market was completely detonated. [7]

Master Kong and Uni-President are enterprises in Taiwan Province Province. Around 2000, Taiwan Province singers were very popular in Chinese mainland. Young people don't like traditional tea culture, but they like pop singers in Taiwan Province province.

Companies such as Master Kong and Uni-President have never been stingy in brand image building. They invited Avril Ramona Lavigne, Stephanie, Alec Su, May, Richie Jen, twins and Angel to speak for themselves. In the concept propaganda, advocating "youth has no limit" and "extreme tide, I dare to build the peak" coincides with young people.

Many contemporary middle-aged people collect idol posters in the idol era with the Logo of a drink printed on them.

The propaganda method of "concept bombing+star support" made iced black tea/green tea a trend, which was liked and consumed by more and more young people at that time. From the perspective of coverage, the contribution of iced tea to the revival of tea is far greater than that of new milk tea.

Unlike young people who knowingly drink milk tea, iced tea has another advantage over carbonated drinks, that is, it looks healthier. Because iced tea is not as sweet as coke and has no carbonated gas.

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 that the bitterness of tea used for tea drinks masks the sweetness of sugar. In addition, there are rumors that iced tea drinks contain pigment additives and are powdery ingredients, which makes iced tea and carbonated drinks show a downward trend in 20 14.

Almost at the same time, Jiaduobao and Wang Laoji became phenomenal drinks, but the tracks of herbal tea and iced tea were not the same.

Herbal tea itself is a local traditional drink in Guangdong, which has the effect of cooling down and reducing fire. The temperature in Guangdong is hot and humid, which can be seen everywhere in the streets and alleys of Guangdong. However, authentic herbal tea is bitter. 1995 was developed into a beverage product with acceptable taste for consumers in other regions, and a lot of sugar was added.

But in fact, the change of taste is not the secret of the success of herbal tea drinks. After Guangdong Jiaduobao Beverage Co., Ltd. obtained the brand management right of "Wang Lao Ji", its sales performance has been tepid for six or seven consecutive years.

Until 2003, the sales volume of Wang Lao Ji suddenly surged, and the annual sales volume increased by nearly 400%. In 2004, it broke through 654.38 billion yuan. [8]

The reason is that catchy slogan: "Be afraid of getting angry and drink Wang Laoji".

Many articles about marketing cases have talked about the role of this sentence in Wang Laoji's positioning and brand communication. However, the real background of "drinking Wang Laoji is afraid of getting angry" is that people in China really got angry because of the popularity of Sichuan cuisine and the increase of meat consumption per capita in China during that period.

Since 2000, Sichuan cuisine has been popular all over the country, first boiled fish, then spicy crabs, and then strings and hemp seeds all over the street. The data obtained by the reporter from the Beijing Municipal Commission of Commerce in 2003 showed that at that time, Beijing: "Sichuan cuisine accounted for 26% of the total, while Cantonese cuisine only accounted for 6.2%." [9]

By 20 18, according to the data of China Catering Report 20 18, Sichuan cuisine has become the leading restaurant in China, and the number of Sichuan cuisine is about the sum of the number of restaurants in Hunan, Guangdong, Shandong, Anhui and Fujian, and the number of restaurants in Jiangsu and Zhejiang ranks second. [ 10]

In addition, according to the data of agricultural wasp, the pepper production in China increased rapidly from100000 tons in 2000 to150000 tons in 2065.438+00. Although the export volume of pepper has increased for many years, the increase rate is obviously not as obvious as that of pepper production. It can be generally proved that in the past, the per capita consumption of pepper in China was rising rapidly. [1 1] The China Statistical Yearbook shows that during the ten years from 1990 to 2000, the total meat consumption per capita in China increased from 15.9 1kg to 20.22kg, but it increased rapidly to 25.95kg in the following five years. [ 12]

If you still remember Wang Laoji's advertisement, the most impressive thing is the repeated hot pot scene except the slogan that is afraid of getting angry.

In 2003, the sales of herbal tea of Wang Lao Ji started from 600 million RMB, and in 2007, the total sales exceeded 5 billion RMB, and in 20 10, the peak value exceeded 24 billion RMB, making it the first local beverage brand in China that can compete with Coca-Cola. "Fear of getting angry and drinking Wang Laoji" resounded throughout the country for a time.

But in recent years, with the change of consumers' cognition, the motivation of drinking Wang Laoji has changed from "fear of getting angry" to "seeking psychological comfort". In 20 19, the sales of Wang Laoji was 102 billion, which was about half of the peak sales. [ 13]

In the same period, another health-oriented beverage became a commercial miracle in the market-nutrition express.

In 2005, Nutrition Express went on the market. In 2009, the sales of Nutrition Express was 654.38+0.2 billion RMB, accounting for 654.38+0/4 of the sales of Wahaha Beverage Empire. By 2065.438+03, the single product revenue of Nutrition Express exceeded 20 billion RMB, creating a miracle of single product sales in the domestic beverage industry.

At that time, in consumers' cognition, milk was rich in animal protein, while fruit juice was rich in vitamins. The combination of the two must be a highly nutritious drink.

More importantly, before Tetra Pak packaging entered China, most people in China ate boiled milk with a little sugar, which was more convenient for them to eat. Later, Tetra Pak packaging and high-temperature sterilization entered the China market, and many people were intolerant of lactose in fresh milk packaged by Tetra Pak, which made them feel queasy.

The arrival of the nutrition express line has solved this problem. The sticky texture and rich taste make people feel that the nutrition express line is nutritious and informative, only five yuan, which is much better than drinking carbonated drinks and iced tea.

"Drink a bottle in the morning, and you will feel refreshed all morning." Nutrition Express has been used as a breakfast drink by many students, conquering those who are too busy to eat. At the same time, Nutrition Express will also highlight its own labels of "milk content > 30%" and "extra vitamins A, D, E, etc. 15 nutrients".

However, people gradually began to realize that the nutrition fast line is more of a beverage attribute, and drinking the nutrition fast line is not as good as drinking milk directly. In 20 14 years, the sales of nutrition express line153.6 billion yuan, 2010.54 billion yuan, and in 20 16 years, it directly dropped to 8.42 billion yuan.

The success of Nutrition Express actually means that with the popularization of compulsory education and the improvement of basic scientific literacy in China, Chinese consumers have paid attention to the significance of ingredient list behind drinks.

Although it will inevitably fall into the trap of marketing, consumers' definition of healthy food has made great progress than that of "natural" 20 years ago.

However, this progress has brought great differentiation to the beverage industry.

3. Difficult integration of health and good wine

After 20 15, the beverage market has two remarkable characteristics.

First, far-sighted investors have keenly captured the market demand for "true health" and invested in and promoted many particularly unpalatable "minority heresies", such as various zero-sugar vegetable juices and canned original leaf tea. The other is that consumers give up on themselves and start drinking some drinks with huge sugar content, such as Vita lemon tea, which is dubbed as "better than smoking marijuana".

Vita lemon tea is a drink introduced by 1979. Its unexpected popularity on 20 16 is mainly due to its unique convergence besides the promotion of network memes. This astringency can offset the sticky feeling caused by sugar, which is similar to the reason why iced black tea and iced black tea were popular at the beginning of 2 1 century.

After drinking two cans of coke in a row, you are too tired to drink. But with astringency, how much lemon tea can be swallowed at a time. Lemon tea can make you eat more sugar without getting bored and bring more dopamine than other drinks.

The popularity of lemon tea, to some extent, is the self-abandonment brought by "health" and "delicious" to consumers. Except a few people who care about their health drink fruit and vegetable juice, most consumers read the ingredient list and found that nothing delicious is healthy anyway, so it is better to let dopamine in.

Consumers' vigilance against sugar not only affects drinks that are really too high in calories, such as nutrition express, but also affects juice that is not so "happy". Many consumers realize that sugar will be added to fruit juice drinks, and some consumers are also beginning to be wary of fruit juices without special sugar addition, such as freshly squeezed fruit juice.

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

It was not until the emergence of sugar-free bubble water that "health" and "good drink" reluctantly joined forces. Yuan Qi Forest, Kelly Rong, Wahaha ... Compared with three years ago, bubble aquatic products have mushroomed in convenience stores in major cities. It is predicted that the dynamic forest has the highest profit-or the highest price, and the latecomers just take this opportunity to play a "cost-effective" card.

Although it is said that the success of sugar-free bubble water is the success of Yuan Qi Forest, if you carefully study the market, you will find that among so many series in Yuan Qi Forest, only sugar-free bubble water is copied by other brands the most. Therefore, it is the sugar-free bubble water that makes the vitality forest, not the vitality forest that makes the sugar-free bubble water.

There is no intention to discuss the investment method of bubble water.

Much more interesting than this is that the success of bubble water after 30 years is like laughing at the traditional media that wrote the word "three refined waters" that year.

Today's bubble water is scrambling to declare that it does not contain natural substances. Compared with the Arctic Ocean in those days, there was no sugar and no fruit. Glance at the composition list, erythritol, sodium bicarbonate, citric acid, sucralose, potassium sorbate. ...

Rows of "chemicals" proudly lined up like soldiers and were reviewed by young people. Under the banner of "sugar-free" and "zero card", the generals walked past the soldiers who changed sugar with satisfaction and showed a satisfied smile.

"Three refined water" no longer represents "inferior quality" but begins to represent "transparent components". Bubble water "does not contain natural substances" makes well-educated young people trust more. Because the chemical substances allowed to be added to food by the state are safe and controllable, and their efficacy is clear. But natural ingredients are hard to say. Who knows if there is pollution in the planting process?

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

Some consumers who are skeptical about zero sugar bubble water and the media will also use blood glucose meters, blood glucose meters and even component analyzers to test themselves.

I can't help thinking, if young people who drink vitality forest happen to hear their parents' "ways of keeping in good health", will they hang a contemptuous smile on their lips?

If Yuan Qi Forest had been born decades earlier, there is no need to guess its fate: a sugar-substituting essence drink, which was born in the 1990s, will be hanged by newspapers. Not only will it be labeled as "three refined waters", but consumers will clap their hands after watching the news: "Oh, my conscience is broken, even sugar is not true!"

The cognitive change of "even sugar is not real" is probably the best footnote for the change of the beverage era.

Author | He Dawan Herbal Tea, as a drink that many people will choose now, is as healthy as tea drinks, and herbal tea also has the function of reducing fire. So drinking herbal tea is a good choice. So which herbal tea brands are better? Here's a list of the top ten herbal tea brands for you. Jiaduobao beats Wang Laoji and Zheng Qi.

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Top ten herbal tea brands: Jiaduobao, Wang Laoji, Heqizheng, Pan Gaoshou, Deng Lao, Huang Zhenlong, Qingku, Shenhui, Xu Qixiu and Tongrentang Health TRT.

PS: China Brand Power Index (referred to as C-BPI) is the first domestic brand value evaluation system implemented by Chnbrand, a leading brand rating and brand consulting agency. It was first launched on 20 1 1, and has been supported by the brand policy special fund of the Ministry of Industry and Information Technology for several years.

Top ten herbal tea brands list

1, jiaduobao

Jiaduobao Group is the abbreviation of "Jiaduobao (China) Beverage Co., Ltd.", a foreign-funded enterprise registered in the British Virgin Islands and a wholly-owned subsidiary of Hongdao Group. Mainly engaged in the production and sales of beverages and mineral water. It is one of the top ten famous brands of herbal tea. The herbal tea produced by Jiaduobao Group is based on the traditional formula, which is made of the finest herbs, adhering to the traditional cooking technology and extracting the essence of herbs through modern technology. Contains chrysanthemum, licorice, Mesona chinensis, honeysuckle and other herbs, and has the function of preventing excessive internal heat.

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2. Wang Laoji

The product form of Wang Laoji has undergone the carrier changes of water bowl herbal tea-herbal tea bag-herbal tea powder-herbal tea beverage. In addition to Wang Laoji in red jar and Wang Laoji in green box, Wang Laoji herbal tea in 500 ml and 1.5 liter bottles was successfully put on the market on June 20 12 and February 27, 20 12.

Step 3 be harmonious

"Heqizheng" is the name of a herbal tea produced by Fujian Daliyuan Group. China herbal tea industry is a strong force, is a "dark horse", neck and neck with "Wang Laoji", dominating the herbal tea market. It symbolizes the cold tea culture and has rich brand connotation.

4. Pan Gaoshou

Guangzhou Pan Gaoshou Pharmaceutical Co., Ltd. was founded in the 16th year of Guangxu (A.D. 1890), with a history of over 100 years. It is one of the core enterprises of Guangzhou Pharmaceutical Co., Ltd., a subsidiary of Guangzhou Pharmaceutical Group, and is a Chinese patent medicine manufacturer famous for producing cough-relieving and expectorant drugs. It is one of the top ten famous brands of herbal tea.

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5. Deng Lao

Deng Lao Herbal Tea is developed according to the prescription of Deng Tietao, a lifelong professor at Guangzhou University of Chinese Medicine and a famous old Chinese medicine practitioner for more than 70 years. It is mainly divided into two parts: packaging finished products and boiling herbal tea. Packaging products include canned drinks, sugar-free granules, sugar-containing granules, honey cream, essence buccal tablets, etc. The existing herbal teas include: detoxification tea, antiviral tea, men's tea, women's tea, nourishing yin and reducing fire, detoxifying and relieving summer heat, clearing away heat and relieving exterior syndrome, Wuhua dampness tea, clearing heat and removing acne tea, invigorating spleen and tonifying kidney tea, sour plum soup, arhat fruit tea, clearing throat and resolving phlegm tea, chrysanthemum Sydney tea, Shenju tea, moistening tea, clearing smoke and relieving sore throat tea, coconut juice and so on.

6. Huang Zhenlong

Huang Zhenlong, the father of Huang Fuqiang, is a famous "king of herbal tea" in Guangdong. He was born in 19 10, and died in 198 1 at the age of 72. He founded his own famous brand-Liusan Herbal Tea, which has a history of nearly 80 years in Huang Zhenlong. It is one of the top ten famous brands of herbal tea.

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7. cool

Ennis Beverage Co., Ltd. was established in 2009, which is a functional food and beverage enterprise integrating R&D, marketing and sales. Ennis Guangzhou now has 65,438+000 square meters of laboratory, 300 square meters of marketing center and more than 200 sales teams.

8. Shen Hui

Shenzhen Shenhui Enterprise Co., Ltd. is a medium-sized beverage enterprise integrating production, research and development and trade. The main products are Shenhuite drink, bean yogurt, refreshing tea and Shenhui bean jelly. It is one of the top ten famous brands of herbal tea.

9. Xu Qixiu

Xu Qixiu's font size has been used since 1895, and it has a history of 100 years. This is an old China brand. Xu Qixiu herbal tea belongs to herbal herbal tea, which has a long-standing reputation in Guangdong and is deeply loved by the general public.

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10, Tongrentang Health TRT

Beijing Tongrentang Health Pharmaceutical Co., Ltd. is affiliated to China Beijing Tongrentang (Group) Co., Ltd. Company production, research and development, sales trinity, is a collection of China health culture and modern high-tech in one of the modern enterprises.