三得利在推广乌龙茶时，不仅将产品命名为具有中国传统韵味的"乌龙茶"，还在广告中融入孙悟空等中国传统文化符号，让消 费者在潜移默化中产生"亲切感"；养乐多则直接采用汉字标识，包装以中国红为主色调，配合"肠道健康"的功能性宣传，成功 打入中国家庭消费场景；味全每日C更是在包装上突出"每日鲜榨"的视觉元素，通过"当天生产、当天配送"的宣传话术，塑造 出"新鲜本土化"的品牌形象。 文｜食安时代 日系饮料凭借先进的生产技术、成熟的品牌运营和精准的渠道布局在中国市场掀起热潮，三得利乌龙茶、养乐多乳酸菌饮料、 味全每日C等产品在细分品类中占据主导地位。 近五年来，中国饮料市场进入"修罗场"模式，本土品牌凭借快速创新、渠道下沉和精准营销强势崛起，日系饮料却逐渐陷入增 长停滞，市场份额持续萎缩。 品牌"本土化"的边界何在？当"伪装"反噬信任 日系饮料在进入中国市场初期，深谙"本土化"对于消除文化隔阂的重要性，采取了一系列更具针对性的策略。 根据麦肯锡2020中国消费者调查报告显示，许多人会把很早以前进入中国市场的国际品牌误当成本土品牌，半数消费者认为七 喜（7-Up）是中国品牌，49%的消费者认为日本养乐多（Yakult）是中 ...

以下文章来源于巨潮WAVE ，作者老鱼儿 巨潮WAVE . 融入时代巨潮，发现商业决策。 几天前，日本养乐多本社宣布，已经在华23年的广州第一工厂于11月30日关停。而去年12月，养乐多 已经关停了运营了20年的上海工厂。 今年8月，索尼Xperia官方微信公众号悄然注销，宣告其手机业务正式退出中国市场。 今年7月，三菱彻底退出中国市场，不仅整车不卖了，连与沈阳航天三菱合作的发动机业务也按下停止 键。 本文来自微信公众号： 巨潮WAVE ，作者：老鱼儿，编辑：杨旭然，题图来自：AI生成 2025年11月21日，佳能在中国重要的打印机生产基地——佳能 （中山） 办公设备有限公司生产车间 的流水线停止了运转。 三天后，员工们收到了正式公告：公司停止生产经营。 这个已经在中国深耕二十余年的厂区，曾被视为珠三角工人眼中的"铁饭碗"。 如今，这个铁饭碗被 砸得粉碎，而佳能打印机也正已经成了中国市场里的一个稀罕物种。 佳能打印机并不孤单。实际上，日本制造退出中国市场在近些年已经俨然是一种常态： 这些曾经在中国市场叱咤风云的日本品牌， 当初曾像中国制造的老师们一样，成为国内企业的竞相 学习的标杆。 如今中国制造已经完成了向 ...

Core Insights - The article discusses the presence of Japanese brands in the Chinese market that disguise themselves as local products, highlighting the consumer perception of these brands as domestic goods despite their foreign origins [1][3][12]. Group 1: Market Presence and Performance - Suntory's revenue for 2024 is projected to reach 3,079.7 billion yen, approximately 149.6 billion RMB, with over half of its income derived from overseas markets, particularly China [3]. - Suntory has accumulated revenue exceeding 140 billion RMB in China, surpassing the annual revenue of Nongfu Spring for 2024 [3]. - Yakult, since its entry into China in 1996, achieved a market share of 60% in the low-temperature yogurt drink sector by 2018, indicating its strong market penetration [5]. Group 2: Marketing Strategies - Suntory's marketing strategy includes using Chinese packaging and cultural elements to create a perception of being a local brand, which has been effective since its market entry in 1997 [3][5]. - The success of these brands is attributed to their ability to localize their products and marketing, such as Sofy's packaging stating "designed for Chinese women" [5][8]. - Daikin has established itself in the commercial air conditioning market through high-end positioning and technical advantages, despite lower brand recognition among general consumers [7]. Group 3: Challenges and Market Dynamics - Japanese brands face increasing competition from local brands like Nongfu Spring and Yuanqi Forest, which are rapidly gaining market share and innovating more flexibly [12][14]. - Consumer awareness regarding brand authenticity is rising, leading to a backlash against these "disguised" foreign brands, with discussions about their true origins becoming more prevalent on social media [12][14]. - The shift in consumer perception has prompted some Japanese companies to emphasize their Japanese heritage and quality in marketing efforts [12][14]. Group 4: Consumer Perspective - The article suggests that consumers should approach these brands with a rational mindset, recognizing that while the marketing strategies may be perceived as deceptive, they are legally compliant [13]. - It emphasizes the importance of understanding the contributions of these companies to the Chinese economy, including local production and employment [13]. - Consumers are encouraged to make informed choices based on product quality and value rather than solely on brand origin [13][14].

Core Viewpoint - Yakult is restructuring its operations in China to enhance competitiveness and achieve sustainable growth, which includes the closure of its Guangzhou No. 1 factory by November 30, 2023, and the transfer of production to other facilities [2][3]. Group 1: Company Restructuring - Yakult's parent company announced the closure of Guangzhou No. 1 factory as part of a restructuring plan aimed at optimizing production and resource utilization [2]. - The Guangzhou No. 1 factory, operational since June 2002, will have its production functions shifted to Guangzhou No. 2 and Foshan factories [3]. - The company is committed to assisting affected employees during this transition, ensuring compliance with legal regulations [4]. Group 2: Sales Performance - Yakult's sales in China have seen a significant decline, with daily average sales dropping from 625.7 million bottles in 2022 to 443.9 million bottles in 2024 [7]. - The Guangzhou subsidiary's daily average sales decreased from 259.6 million bottles in 2022 to 184.6 million bottles [7]. - The decline in sales is attributed to a waning interest in probiotic drinks and increased competition from alternative products [8][9]. Group 3: Market Trends - The market share and average price per hundred milliliters of probiotic drinks have both declined from 2022 to 2024 [11]. - Despite being the market leader, Yakult's market share has decreased alongside competitors like Mengniu and Wahaha [11]. - In response to market changes, Yakult has introduced low-sugar and new flavor products in 2023 to boost sales [11]. Group 4: Future Outlook - Recent adjustments have shown some positive results, with a reported increase in daily average sales to 383.1 million bottles in early 2025, although this remains significantly lower than the 597.4 million bottles in 2019 [11][12]. - The company continues to seek new strategies to navigate the challenges in the probiotic beverage market [12].