Feng Bing Suda has been registered in Xi for 53 years. It can be said that almost no one in Xi 'an doesn't know Feng Bing, and no one hasn't drunk Feng Bing soda. Surprisingly, in the case that the carbonated beverage market is declining day by day, and the fruit juice beverage, tea beverage and water beverage are heating up, the sales volume of Feng Bing soda, as an ordinary carbonated beverage, has not decreased, but has increased year by year, reaching the highest level in history in 2000. According to the figures recorded by the manufacturers, from June to August last year, Feng Bing sold 30 million bottles of soft drinks, accounting for more than 70% of the market share of similar products in Xi. It is puzzling that every summer when other drinks are advertised in the media, the shadow of the ice peak is rarely seen. The trucks pulling soda in Xi 'an Food Factory are always waiting in line, so it may not be possible to get the goods immediately after paying the money, or even wait for several days. The reason is how the miracle is created, which is worth learning, and it is worth learning by some beverage manufacturers. It should be said that Feng Bing soda is a famous brand and an old brand of Xi. As early as the late 1970s and early 1980s, Feng Bing soda was a household name in Xi 'an. However, more than 20 years later, many famous beverage brands appeared in Xi 'an, such as wild Rosa roxburghii and Knight, and many foreign products. The competition in the beverage market is fierce, but why does Feng Bing stand out? The author once asked a self-employed person who sold ice peak soda for more than 20 years. The old man told me that he has been selling ice peaks since they came into being. He sells the most ice peaks. Xi people, regardless of sex, age, love to drink ice peaks. No one has said that ice peaks are bad for more than 20 years.

As an old brand, it may not be difficult for Feng Bing to create a famous brand. Twenty years ago, the competition in the beverage market was not very fierce. With its good taste and high quality, it quickly established its position in the minds of Xi people. However, after the drinks with the same quality or even better quality and taste as Feng Bing came out, such as wild Rosa roxburghii, many people appreciated its taste and became popular for some time. Knights have been favored by Xi people, but the market is not big, and the market share will not go up for a long time. Although Feng Bing's market share suffered a short-term impact, it finally gained a firm foothold. For more than 20 years, it has been the top spot in Xi 'an soda market, and its market share has increased instead of decreasing.

As an old brand, high popularity but high reputation is the key. In other words, as a brand, we should not only let everyone know, but also let everyone say that it is good. This is the most critical thing. Nowadays, some products are well-known, and advertisements in newspapers and TV are almost every day. Fame does exist, but not everyone says it is good. This is the relationship between popularity and reputation. As we all know, it is said that some time-honored brands are good, but their inherent quality and taste are outdated and backward, which means that their reputation has decreased, so their popularity has also decreased, and finally the "time-honored brands" have disappeared. In the past 20 years, the taste of Feng Bing soda has never changed, but in fact, Feng Bing Food Factory has been fine-tuning the ingredients of Feng Bing soda, improving and innovating it, so that it can constantly adapt to the tastes and requirements of modern people.

In recent years, Feng Bing soda has also made some attempts in packaging, such as using plastic bottles and cans, but its leading products are always bottled, mainly bottled brands, which is one of the reasons why it can flourish in Xi 'an. The ex-factory price and retail price of soda in Feng Bing have been almost the same for several years, with little adjustment. The retail price in the store is at most one yuan a bottle, which is just suitable for Xi citizens. It was the same price five years ago, so it is naturally easy to accept.

Feng Bing is a pragmatic and stable market. It firmly grasped Xi 'an and its surrounding towns, which is one of the reasons for its success. Feng Bing firmly grasps Xi 'an market and insists on bottling. In some people's eyes, it may be considered outdated, but this is exactly where Feng Bing succeeds. (China Food News)