“北京老字号”汽水，被谁打败了？

Core Viewpoint - The carbonated beverage market in China is experiencing a significant decline, with only carbonated drinks showing negative growth while other beverage categories are thriving [2][3]. Group 1: Market Trends - In 2020, carbonated beverages were the only category with growth among seven major beverage types, while others faced negative growth [1]. - By 2023, carbonated beverages are now the only category experiencing negative growth, with the other six categories, including ready-to-drink tea and functional drinks, seeing substantial increases [2][3]. - The overall beverage market in China is projected to grow by 6.2%, with ready-to-drink tea, functional drinks, and juices outperforming carbonated beverages [3]. Group 2: Company Challenges - The Beijing-based brand Beibingyang, known for its orange soda, is struggling to maintain its market position and is seeking new growth avenues through diversification into coffee, juice, and health drinks [2][4]. - Beibingyang's sales peaked at 800 million yuan, primarily from juice-flavored sodas, but its new product lines have not performed well in the market [10]. - The brand faces intense competition from other local brands like Dayao, which offers larger packaging at lower prices, appealing to price-sensitive consumers [21][23]. Group 3: Regional Limitations - Beibingyang's market presence is largely confined to the Beijing-Tianjin-Hebei region, limiting its national expansion and brand recognition in southern markets [12][19]. - The brand's historical reliance on regional identity has hindered its ability to penetrate broader markets, particularly in southern China where it is less known [17][19]. Group 4: Competitive Landscape - The carbonated beverage market is dominated by international giants like Coca-Cola and Pepsi, which hold 38.2% and 29.7% market shares respectively, while Beibingyang only accounts for 3.5% [24]. - The increasing number of competitors in the beverage space, including both local and international brands, poses a significant challenge for Beibingyang [24][27]. Group 5: Strategic Directions - Beibingyang aims to focus on three strategic areas: expanding its market presence in lower-tier cities, enhancing product innovation to align with health trends, and exploring international markets [27]. - The brand has begun testing markets in Southeast Asia and plans to enter North America and Europe by 2026 [27].