The next journey of national soda, Dayao drinks come with explosive genes

In recent years, the beverage market has blossomed, and the popularity of the soda category has continued from 2022 to the present. Especially in the past two months, the soda market has once again ushered in a new wave of promotion. Whether it is beverage big coffee or existing beverage companies, they have all come together and launched bright new products. However, the competition in this sub-category has always been fierce, and there are not one product that can become popular. The founder of the "big soda" category, Dayao Beverage, has been active in the market for decades, and the product continues to be popular precisely because of its explosive genes.

Slogan is to buy, vision is to choose, but most beverage brands easily fall into the "taste" misunderstanding when creating products. It is believed that as long as the new product is better than the original old beverage and uses the taste as a strong promotion point, it will definitely sell well! In fact, this kind of play is not necessarily out of the circle at the moment. When companies launch new products, they must find a unique positioning. Take the big kiln beverage as an example, its 520ml large glass bottle of soda has broken the homogeneity of the soda market and carried out product differentiation. In addition, the red, blue and white color bars on the big kiln product bottle are extremely eye-catching, which has become the product symbol of the big kiln beverage, which has deeply impressed consumers.

At the same time, Dayao Soda and Hua Hua, the top brand strategy consulting company in China, carried out brand marketing upgrades, successfully created the super slogan of "Big Soda, Drink Big Kiln", and used the powerful actor Wu Jing as the brand spokesperson, which attracted the attention of the whole people, so that Dayao successfully established a new category of "Big Soda". The product and communication were coordinated to continuously stimulate consumer purchasing power and win the initiative of the soda track.

Required quality articles

All explosive products have made an article on the basic quality. Whether it is raw materials or technical indicators, they must be significantly different from the current products in quality, so as to be able to extract the quality rhetoric that makes consumers’ eyes shine. In this regard, Dayao has successively built ten production bases in Hohhot, Inner Mongolia, Shizuishan, Ningxia, Shenyang, Liaoning, Siping, Anhui, Handan, Hebei, Baoding, Shandong, Baoji, Shaanxi, and Ulanhot, Inner Mongolia that meet national standards, covering North China, Northeast China, Northwest China, Central China, East China, and South China. And its plant structure, environmental protection and greening, supporting facilities are in accordance with the European Union food enterprise standard construction, while using the country’s leading production technology equipment, production lines and monitoring equipment, in-depth soda production in every link, fully guarantee the quality and taste, so that consumers are convinced.

At present, brand vision is more "trendy" and "trendy cool", and advertising spokespersons are increasingly in line with the aesthetic preferences and value orientations of young people in order to gain market popularity. In this regard, Dayao has always kept up with the trend, creating a 0 sugar series of products, and renovating the packaging. The packaging focuses on the text "0 sugar, 0 kJ, 0 fat", the health characteristics are clearer and more eye-catching, and PET bottles are more convenient to carry and more popular with young people.

Choosing a spokesperson who is in line with the brand perception and achieving a win-win situation with the spokesperson is an essential operation for most brands to "get out of the circle". Dayao chose Wu Jing, a powerful actor who is in line with the brand concept, as the brand spokesperson, and cooperated for two consecutive years. With the help of Wu Jing’s daring image, strong positive energy appeal and high-exposure publicity advantages, brand advertisements were placed on CCTV, subway, cinema, high-speed rail and other strong media, covering huge passenger flow, and "brushing face" in daily life at high frequency, which further deepened consumers’ impression of the Dayao brand.

We are looking forward to the next explosion in the beverage market, but the explosion cannot be achieved overnight. It is accidental in timing and inevitable in long-term accumulation. Big Kiln Beverage is based on innovative products, quality, marketing, etc., rooted in the logic of explosion, so that product brands continue to come out of the circle and become leaders in the national soda field.