Selling 3 billion yuan a year!What is the magic of Da Kiln soda "resurrection"?

This summer, the non -big kiln that earns enough "sip" in the soda ring. Relying on the marketing methods of concentration of firepower, advertisements and products have "invaded" catering stores, landmark business districts, subways, convenience stores and other consumer scenarios. The "fire" of Da kiln soda is not only offline, many netizens have begun to discuss Da Kiln soda in social media: "A barbecue restaurant, the best thing is to grill bread and big kiln soda" "There are still people who have not drank too much too much Kiln water water, such a magical soda "" Only I know the kiln soda this month only this month. "

A person in charge of a regional marketing of Da Kiln soda told Xinhuanghe reporters that the channel "sinks" and the terminal business "refined", plus comprehensive factors such as online advertising benefits so that consumers pay attention to Da Kiln soda. At the same time, I smiled, "(Da kiln soda) is quite hot in everyone's mouth, but it is actually okay."

Li Guangdou, a well -known brand strategic expert, analyzed the reporter of Xinhuang River that the large kiln soda can be "resurrected", which is a comprehensive manifestation of marketing innovation such as taste, packaging, and feelings. However, it is necessary to consider the future of a product from the perspective of the product cycle. At present The main consumer group of Da Kiln soda is the post -80s and 90s. After the harvest of this consumer group's dividends, it can truly see the vitality of the product. Li Guangdou also judged that in 2022, there was a World Cup.

Right now, in the fierce market competition, as an "resurrected" veteran soda, what magic is there to make consumers willing to pay for it? Can the "fire" of Da kiln soda be burned all the time?

Elderly soda "resurrected" rushing

The development of Da Kiln soda has a significant era imprint. In the 1980s, in the wave of "combining military and civilians, developing civilian use", a local military factory was changed to Bayi Beverage Factory in Inner Mongolia. Soon after that, Wang Qingdong, who had a three -wheeled lane on the streets, also established himself. Around 2004, Bayi Beverage Factory was acquired by Wang Qingdong's company. This is the predecessor of Da Kiln.

In the past 20 years, the "big kiln" has formed a certain popularity in Inner Mongolia, but foreigners have hardly heard of it.

According to the information of Tianyancha, in 2006, Hohhot's Bayi Beverage Factory officially changed its name to the Da Kiln Food Factory. Later, the Da Kiln brand established several companies in Inner Mongolia, Ningxia and other places. Wang Qingdong was the actual controller. Since then, the guests of Da Kiln and Da Kiln Orange Nuo have become the main product of Da Kiln brand and have begun to deploy small and medium -sized restaurants. And now Wang Qingdong has become the "beverage king of northern China".

As an old brand, Da kiln soda is reborn with strong marketing "resurrection", and the origin of its brand has attracted much attention. It is understood that the big kiln brand is related to a village name called Da Kiln in the eastern suburbs of Hohhot. Here is a site of human beings to make stone in the Paleolithic era.

It is time for consumers to know that the big kiln soda brand is in recent years. According to the official website of Da Kaoqi Water, in July 2021, Da Kiln Drinks joined forces to join the domestic brand consulting company "Hua and Hua" to officially open the road of brand marketing upgrade. Helping Da Kiln beverage stands out of the track of the rapid development of Chinese beverages, forming a large -scale and comprehensive coverage of consumer groups as soon as possible to achieve the goal of domestic soda leading the brand.

In fact, there have been many competitors in domestic soda. During the heyday, almost every area had a soda brand. The most well -known is that in the 1980s, the "eight major factories" soda, namely Beijing Peking Ocean Food Factory, Tianjin Shanhaiguan Soda Plant, Shanghai Zhengguang and Soda Plant, Wuhan Beverage Factory, Guangzhou Asian Soda Factory, Shenyang Bawang Temple Soda Plant, Chongqing Tianfu Group Corporation and Shandong Laoshan Soda Company. So far, brands such as the Arctic Ocean, Laoshan Soda, and Tianfu Coca -Cola are still active in the front -line market. Compared with it, Da Kiln soda has not previously occupied the first advantage.

Li Guangdou said that at a certain stage of the development of enterprises, expanding reproduction, seizing new market opportunities, and resisting competitors, funds often become bottlenecks. Entering the capital market will be a process of water to the canal. Obviously, this road is not easy to go. In May this year, the Bingfeng, which impacked the "first stock of domestic soda", pressed the emergency withdrawal key on the eve of the meeting.

Sinking sinking, big kiln soda is not willing to be on the status quo

Today's soft drinking industry has come from an incremental market to the stage of stock competition, and discovering new growth dividends is a top priority. The road of Da Kiln may have just begun. According to the official website of Da Kiln Drink, in 2021, Da Kiln launched a brand strategic upgrade battle with "big soda, drinking a big kiln". In the next five years, this brand slogan will move to the whole country Let the people enjoy the refreshing and joyful experience of Da Kiln soda. At present, it is not easy for any brand to get the market. Will Da kiln soda be an exception?

It is understood that Da Kiln soda has long been thinking about product strategy, and took the lead in launching a large -capacity glass bottle of 520/550 ml, and the price is consistent with the 240 ml glass bottle of many brands, forming a price advantage to make consumers more There is a sense of satisfaction. Recently, it has been frequently developed in marketing. For example, the high -profile cooperation with the "China and Hua", the advertising of CCTV's golden section, and the endorsement of the well -known movie stars are held high every time.

An agent of a large kiln soda in Hebei said that celebrity endorsements can also reflect the brand's strength. This is one of the reasons he chose to be the agent of Da Kiln. According to this agent, he is responsible for a county's catering channel. The shipment is 5 or 600 boxes per day. The sales volume is not very good. In the agent group, some agents can ship tens of millions of boxes per day. New Yellow River reporters visited randomly and found that in many street restaurants and convenience stores in Beijing, the freehand soda brands were stuffed in the freezer. In contrast, several large national chain supermarkets. Although there are soda products with large kiln, the placement is not obvious, and the products are relatively single. One of the large supermarket staff said that the sales of Da Kiln soda in the supermarket are similar to other products, and may perform better in the catering market. A businessman who travels through all year round told reporters that three or four years ago, he went to the northern cities such as Manzhouli and Yinchuan, and he could often see the dawn soda in local restaurants.

A person in charge of a regional marketing of Da Kiln soda told Xinhuanghe reporter that the reason why Da Kiln soda is relatively hot recently, which is inseparable from the taste of the product. It is also important for advertising marketing, channel "sinking" and terminal "refinement". The marketing of the southern market is strengthening, and the entire northern market is relatively mature. Except for Inner Mongolia, the sales volume of Shandong, East, Gansu, Ningxia and other regions is good. At present, the omni -channel is paving, but the main channel is still the catering market, and the supermarket channels are also working hard. Regarding product pricing, the person in charge did not disclose, but only said that each channel was different, and it would definitely leave enough profit margins for agents and dealers.

According to relevant media reports, the annual sales volume of Da Kiln soda in 2021 was estimated to be 3 billion yuan. In contrast, the sales revenue of Coca -Cola in Mainland China in the same year was 43.668 billion yuan, of which carbonated drinks contributed 31.9 billion yuan. A industry insider told Xinhuanghe reporter that the achievements of Da Kiln soda are already good, but it is not easy. It will cause the giant to suppress it, such as a higher threshold and cost on the channels for entering the mall.

The beverage industry is the taste industry.

In the context of consumption upgrades, all marketing will eventually return to the product itself, especially for food and beverage categories. It is reported that Da Kiln soda is currently trying to establish a "big soda" category, seize consumer minds, and become a benchmark brand in the industry. Undoubtedly, the marketing method of "concentration of firepower" allows Da Kiln soda to gather the popularity that is difficult to copy in the competition in a short time, but there seems to be more problems to pay attention to after the popularity.

Li Guangdou's analysis believes that first of all, the marketing of the beverage industry is very important but the core is taste. For example, the history of Coca -Cola for more than 100 years has established brand influence and has become a strong cultural symbol output. However, it is popular all over the world, and eventually rely on tastes. Zero sugar Coca -Cola and other products are constantly innovating in categories, and they have been closer to the concept of health. Second, the greater the impact, the more awareness of preventing risks. For example, the addiction of some beverage products, some products exaggerate publicity, and even make people feel fear. When buying drinks, consumers must look at the ingredients table, especially some drinks are sweet and greasy, and whether health has become the focus of attention. Finally, the rhythm and fire of marketing are now loved. In terms of drinks, people have a deep memory of the taste when they were young. It is easy to evoke marketing and experience. When growing up, consumer autonomy will compensate for consumption. In a short time, it will have a significant role in promoting the brand. It is a good thing.

Li Guangdou also suggested that in fact, many old brands like big kiln soda want to "resurrect" and become younger, but to spread and innovate, they now talk about traffic. For Da Kiln soda, their current product innovation is still good. It is mainly for the post -80s and 90s dials, but the brand must think about it in advance. When their target people are drinking health tea and soaking wolfberry, their target people Will you buy a new generation after 00? This is a question mark.

Li Guangdou finally said that every time the World Cup is a big year of drinks and beverage. This year's World Cup is held in Qatar. It is in winter in China. Most of the competition time is in the middle of the night in Beijing. For a month, major brands, including beverages, must go through a marketing war.

New Yellow River Reporter: Wang Likui

Edit: Liu Yuhong

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