Chinanews.com, January 7th (Chinanews Finance and Economics reporter Xie Yiguan) If you talk about the hottest beverage brand in recent days, Tianfu Coke may be none other than Tianfu Cola.
First, topics such as "Tianfu Cola declares bankruptcy" appeared on Weibo's hot searches, and later it was confirmed as "Oolong", and the chairman even appeared on the stage to refute the rumors.
As an old-fashioned domestic soda, Tianfu Cola has also been "wildly consumed" by consumers, and even drove the sales of a large number of domestically produced cola to rise.
After bankruptcy rumors, Tianfu Coke was "wildly consumed"
The news about Tianfu Cola’s bankruptcy comes from the announcement on the selection of administrators for corporate bankruptcy liquidation cases recently released by the Chongqing Fifth Intermediate People’s Court, which mentioned that “Chongqing Haichuan Enterprise Liquidation Co., Ltd.” was selected as the China Tianfu Cola Group Company through a double random lottery. (Chongqing) bankruptcy administrator.
Just when many netizens felt sorry for it and stocked up their goods, on the 4th, Tianfu Cola responded to the bankruptcy rumors on its official Weibo: "According to relevant reports, the main body of the company applying for bankruptcy liquidation is China Tianfu Cola Group Corporation (Chongqing) , as the first registered company of Tianfu Cola, it has completed its mission in the historical development, and as early as 2018, it gradually handed over Tianfu Cola brand, trademark, formula, production, etc. to Tianfu Cola (Chongqing) Beverage Co., Ltd. , so this bankruptcy liquidation will not affect the normal development of Tianfu Cola."
Screenshot of Tianfu Cola's official Weibo account.
But relevant clarifications did not reduce people's enthusiasm for buying.
On the 4th, the daily sales of Tianfu Cola’s Tmall flagship store soared 17 times, and the sales of various products increased geometrically.
Faced with the support of consumers, on the evening of the 4th, the Tianfu Cola Tmall flagship store urgently issued an announcement, saying that the bankruptcy was a misunderstanding, and that national brands would not collapse easily, and urged everyone not to stock up irrationally.
On January 5, Jiang Lin, chairman of Tianfu Cola, appeared in the Taobao live broadcast room to respond to bankruptcy rumors. The live broadcast received over one million views.
Screenshot of Tianfu Cola live broadcast room.
Although Tianfu Cola and Jiang Lin repeatedly called for rational consumption in the live broadcast room, netizens said, "I rationally chose to be irrational, please support me." "Domestic brands should support more."
According to e-commerce data, on January 5, within an hour after Tianfu Cola started broadcasting, sales of Tianfu Cola soared 30 times. On that day, Taobao searches increased by more than 100 times year-on-year, and drove the sales of domestic soft drinks to soar.
On the 6th, "Chairman of Tianfu Cola Brings Laoshan Coke Live Live" was also on the hot search.
"Three ups and two downs" Tianfu Coke
Although many netizens expressed their strong support, some netizens said, "I have never drunk or even seen it" and "I heard it for the first time".
According to public information, the predecessor of Tianfu Cola can be traced back to the Chongqing Meihua Soda Factory in the 1930s, which was later renamed China Soda Factory, Chongqing Ice Factory, and Chongqing Beverage Factory.
In the Tianfu Cola live broadcast room, Jiang Lin once used "three ups and two downs" to summarize the development of Tianfu Cola over the years.
According to reports, China Tianfu Cola Group Corporation (Chongqing) was established in 1983 and once occupied 75% of the domestic cola market. Wait."
In the 1990s, with the wave of investment promotion, Tianfu Cola and Pepsi-Cola cooperated in a joint venture, but in the process of cooperation, they were gradually "hidden away" and disappeared from public view.
After the "one rise and one fall", from 2008 to 2013, the older generation of Tianfu Cola leaders pursued the Tianfu Cola brand for a long time, and finally let the Tianfu Cola brand return to the hands of the Chinese people.
In 2016, the Tianfu Cola brand came back, and consumers also supported Tianfu Cola based on their feelings for Tianfu Cola.
Screenshot of Tianfu Cola's official flagship store.
Qian Huang, vice chairman of Tianfu Cola (Chongqing) Beverage Co., Ltd., once mentioned that the newly released Tianfu Cola products were once in short supply in Chongqing, Sichuan and other markets.
In the first year of its comeback, Tianfu Cola achieved sales of nearly 40 million yuan.
However, Tianfu Cola gradually withdrew from the market after facing many difficulties in the course of operation.
After experiencing "two ups and downs", Tianfu Cola (Chongqing) Beverage Co., Ltd. was established in 2018, and new investors were introduced. The Tianfu Cola brand, trademark, formula, etc. were also gradually transferred to the new company.
According to Jiang Lin, after the establishment of the new company, the market performance has been greatly improved, and the annual growth rate has nearly doubled.
But as he said, the company is now "surviving in the cracks", and there is a big gap from the most brilliant time.
Financial information shows that in 2021, Tianfu Cola (Chongqing) Beverage Co., Ltd. will achieve revenue of 16.5187 million yuan and a net profit loss of 18.3247 million yuan.
From January to May 2022, the company achieved a revenue of 9.3255 million yuan and a net profit loss of 4.0722 million yuan.
In July 2022, Chongqing Property Rights Trading Network issued an announcement that Chongqing Textile Holdings (Group) Company planned to transfer 11.8784% of the equity of Tianfu Cola (Chongqing) Beverage Company.
Tianyancha information shows that at present, Chongqing Textile Holdings (Group) Company has withdrawn from shareholders.
The old soda revitalization road is not easy
"When we established the joint venture, we were evenly matched with the international giants in the Chinese market, but when we came back after experiencing the snow, we realized that it was already the relationship between ants and elephants."
Jiang Lin’s remarks revealed the reasons for the decline of Tianfu Coke, and being “snow hidden” is also a common situation of many domestic soda factories.
At that time, Coca-Cola and Pepsi acquired the seven major domestic soda factories except Zhengguanghe, "snow hidden" these state-owned soda brands, and then used the channels of these soda brands to export their own products.
This process was later described as "flooding the seven armies".
Because Bingfeng signed an agreement with Pepsi to prohibit the other party from producing glass bottle beverages in Xi'an, it "survived the disaster", and other soda brands in memory were annihilated.
Data map: Arctic Ocean.
Photo by Tomita issued by China News Agency
In 2007, after lengthy negotiations, the management right of Arctic Ocean was withdrawn from PepsiCo by Yiqing Holding Company on the condition that "no carbonated drinks under the Arctic Ocean brand be produced within 4 years".
Domestic soda brands such as Bawangsi, Laoshan Cola, Asia Soda, and Shanhaiguan, which were completely marginalized in the joint venture process, have also withdrawn their trademarks and formulas one after another.
But now the domestic carbonated beverage market is monopolized by international giants. The cost advantage and low-price strategy brought about by mass production also make it difficult for domestic soda to have an advantage in price. In addition to playing the sentimental brand, old soda brands are also trying to make changes.
In recent years, Tianfu Cola has actively explored new consumption scenarios, launched new products such as herbal sugar-free products, and continued to increase investment in research and development, marketing and channels.
Other established soda brands have increased their marketing efforts or released new products in an attempt to win over consumers.
Although Tianfu Cola is currently sought after, Zhu Danpeng, an analyst in the food industry, told the Zhongxin Finance reporter that from the perspective of industry, channel and consumption, Tianfu Cola's overall operation model, business philosophy, location, product structure and the entire supply chain As well as cost control, etc., there are shortcomings.
"This is also a microcosm of domestic soda. How to revitalize domestic soda, how to take the road of differentiation, and how to form brand effect and scale effect are all the 'long-standing and difficult' problems of domestic soda." Zhu Danpeng said.
(use up)