Core Insights - The article discusses the resurgence of domestic soda brands in China, particularly focusing on Beibingyang and its recent plans for an IPO, highlighting a shift in consumer preferences away from international brands like Coca-Cola and Pepsi [3][20][43] Industry Overview - Domestic soda brands once dominated the market but faced decline after the entry of foreign giants like Coca-Cola and Pepsi, which led to the acquisition and marginalization of many local brands [4][9][10] - The market share of Coca-Cola and Pepsi combined has decreased from approximately 90% to around 70% between 2018 and 2023, indicating a significant shift in consumer behavior [22][23] Market Dynamics - The rise of local brands like Dayao Soda, which has achieved sales exceeding 3 billion yuan in 2023, is attributed to their focus on lower-tier cities and specific consumption scenarios such as barbecues and night markets [11][13][20] - The consumption growth rate in county and town markets is significantly higher at 12.4%, compared to 3.6% in first-tier cities, showcasing a shift in consumer demographics and preferences [13][20] Consumer Behavior - Younger consumers are increasingly avoiding high-sugar beverages, with over 70% of Generation Z actively seeking to reduce sugar intake, which has impacted the sales of traditional sodas [23][24] - The cultural narrative around soda consumption is changing, with consumers now seeking personal definitions of happiness and satisfaction rather than adhering to established brand images [36][41] Marketing Strategies - Domestic brands are employing innovative marketing strategies, such as emotional marketing and collaborations with popular figures, to resonate with younger audiences [16][18] - The success of brands like Yuanqi Forest, which emphasizes low-sugar options, illustrates the effectiveness of targeting health-conscious consumers [18][23] Investment Trends - The investment landscape is shifting, with over 60% of funding in the carbonated beverage sector directed towards domestic brands from 2021 to 2024, indicating growing confidence in local market potential [20][21] Conclusion - The resurgence of domestic soda brands reflects a broader cultural shift in consumer preferences, moving away from traditional high-sugar options towards more diverse and health-conscious choices, suggesting a redefined market landscape [43]