I have to say, maybe everyone has a drink in their memory, and the brand may be different, but they once swept all over China, opened the bottle cap, slammed it, swallowed it in one gulp, then burped loudly and shouted "Cool"! Unconsciously, they have faded out of people's sight for various reasons ... Today, I will share some childhood drinks with you. Come and see what you have drunk! 1, Jianlibao Jianlibao should be drunk by many people. It tastes like sweet orange, but in the past, Jianlibao was not cheap. It used to be the first domestic beverage brand in China, and it was found in almost all the streets and lanes in China at that time. This is a sweet orange soda. When I was a child, I visited my relatives during the Spring Festival, and all of them were boxes of ham and Jianlibao. Reasons for fading out: Jianlibao has not really disappeared or closed down, but it is no longer the main brand in the market. Now the physical store no longer sells Jianlibao, and now it is an e-commerce. Let's review it together. Jianlibao, 1984 sales of 3.45 million, 1985 sales16.5 million, 1986 sales1300 thousand. Li Jingwei, who became famous overnight, also created many classic marketing. From 65438 to 0987, Jianlibao and Coca-Cola competed for the sponsorship of the National Games. Coca-Cola bid 6.5438+0 million yuan, and Li Jingwei directly raised the price to 2.5 million yuan, which increased the beverage cost by 6.5438+0 million yuan. In the end, Jianlibao deserved to win. At the National Games that year, there was a place on TV, and all the sportswear we saw were Jianlibao. From 65438 to 0990, Jianlibao won a series of competitions, including table tennis, gymnastics and track and field. There is also an advertisement, "If you want to be healthy, please drink Jianlibao", which highlights the health care function. 199 1 year, Li Jingwei invented a magical idea: the pull ring won the prize. The promotion idea is to open the label and have a chance to win 1 ten thousand. This marketing method is still in use today, just like another bottle. Here is an extended example. 1994, asteroid 3509 was named "Sanshui Jianlibao Star", which is the first planet named after an enterprise in the world. From 65438 to 0997, Jianlibao reached the peak of glory, and Li Jingwei reached the peak of life, with annual sales reaching 5.5 billion. After the peak is often downhill, Jianlibao is no exception. In the past, products sold well, and Jianlibao has always been a "businessman". Using the traditional multi-level dealer agency system, the distribution channels are too long, and there is a lack of appropriate guidance and control for the promotion, advertising and product launch of end products. When the market changes, it can no longer adapt to this market. 1993, Jianlibao missed the opportunity of shareholding system reform and listing. During the period of 1997, Li Jingwei planned to land on the Hong Kong Stock Exchange, but Sanshui government directly refused, on the grounds that Li Jingwei's team was in Hong Kong and did not have a temporary residence permit, so it was not allowed to buy the original H shares. Since 1997, the sales volume of Jianlibao has been decreasing at the rate of 70,000-80,000 tons per year. With the rapid development of Wahaha and Robust, Jianlibao, which failed to make a new breakthrough, seems to be somewhat weak in development. Who does Jianlibao belong to now? The characters behind Jianlibao have also dealt with several waves of people. In 2002, Sanshui government transferred 75% shares of Jianlibao to Zhejiang SDIC for 338 million yuan. Jianlibao entered the era of Zhang Hai. In 2004, Beijing Tianheng transferred to Zhu Weisha and Ye, indirectly holding 9 1. 1% of the shares. The government sealed up the company account and established Jianlibao Trading Company. From June 5438 to October 2005, Uni-President acquired Jianlibao Trading Company and Jianlibao brand. Ten years after the unification of Jianlibao, the news that Jianlibao will change hands again has spread in the industry recently. According to the announcement issued by Uni-President Group, Uni-President will sell 0/00% equity of Jianlibao/KLOC for 950 million yuan, which will be taken over by an investment company under CITIC Group. The 950 million yuan used by Jianlibao Group to acquire Jianlibao Trade comes from "Beijing Chunxin Capital Management Co., Ltd." under CITIC Asset Management. 2. When I was a child, my favorite drink in the Arctic Ocean was soda water. Orange-flavored soda in the Arctic Ocean is especially popular. Come to a bottle of iced soda in summer to quench your thirst. Even if I eat in a restaurant now, I will see a bottle when I see the Arctic Ocean! Perhaps for the post-90s and post-00s, they are not familiar with the local old brand soda "Arctic Ocean", but for the post-70s and post-80s, they are all familiar with it, which is the childhood memory of this age group. Once, the Arctic Ocean can be said to be the "king" of domestic soda brands, with sales comparable to Coca-Cola. Reasons for fading out: At that time, for many suppliers, even if they had money, they often couldn't get the goods, and the vendors who queued to pull the goods were two kilometers away. In order to meet the supply problem, the production line in the Arctic Ocean is 24 hours a day. But even though we worked hard day and night, there were still vendors who couldn't get the goods and had to queue up outside the factory all night until the next day. In the 1980s, the Arctic Ocean had achieved an annual output value of hundreds of millions and a profit of over 10 million. When the market declined, Arctic Ocean chose to cooperate with Coca-Cola, which has both money and resources. Unexpectedly, the Arctic Ocean has become a "springboard" for Coca-Cola in the domestic market. It uses the existing channels of the Arctic Ocean to promote its own brand, but directly hides the Arctic Ocean. Once the king of soda, he set an output value of over 100 million between 1985- 1988, but was forced to stop production, gradually fading out of consumers' sight and disappearing at 15. About 10 years ago, that is, 20 1 1 year, the Arctic Ocean, which had been interrupted for 15 years, reappeared and "returned to the rivers and lakes" after recovering its trademark.