China Consumer News reports(ReporterSun Wei)In recent years, with the rise of Guochao brands and the recovery of the catering consumer economy, domestic soda brands have either relied on "retro" classic products or carried out product innovation based on the brand foundation, launching more beverages that are more suitable for the tastes of contemporary young people. With the high temperature this summer, they have come into the hands of consumers.

According to the National Bureau of Statistics, the total retail sales of consumer goods in the first half of the year was 22.7588 trillion yuan, an increase of 8.2% year-on-year, of which catering income was 2.4329 trillion yuan, an increase of 21.4%. With the booming food and beverage consumption, Dayao soda took advantage of the trend and made efforts in product innovation and brand marketing. With differentiated product strategies, it firmly occupied the "C position" of the "big soda" category. It made full efforts from taste innovation, product packaging to production capacity construction to build a rich and diverse product matrix and set a category benchmark for the big glass bottle soda.

It is understood that Dayao soda, as a representative of Inner Mongolia’s established beverages, has been a regional brand in the past few decades. With the development of the beverage industry, Dayao, which is unwilling to be in a corner, has begun to plan a supply chain system, build a production base, and enter the national market.

According to Luo Yun, executive director and executive deputy general manager of Dayao, Dayao has ten production bases in the country, which has laid a solid foundation for the layout of the national market, and strives to ensure the freshness of products at the shortest distance and the fastest speed, so as to efficiently deliver products to tables around the country.

"Although Dayao is very popular in the northern market, I was still a little worried when I first started selling Dayao in the store. I was not sure whether southern consumers would accept this domestic soda brand from Inner Mongolia." The owner of a restaurant in Hangzhou said that he did not expect Dayao to rank among the top three in the sales of drinks and drinks in the store after a month.

Su Caiyan, marketing director of Dayao, told reporters that the price of the 520mL soda currently promoted by Dayao is comparable to the common 330mL soda, with larger capacity, more favorable price and better quality. In large and small restaurants across the country, Dayao can always become the best partner for hot pot, barbecue and other delicacies. Eating spicy or fragrant food and drinking a mouthful of Dayao soda will bring a sense of relaxation and satisfaction all at once.

In addition to the price advantage, Dayao has also made efforts in product and brand marketing. In product packaging, Dayao has launched new PET packaging products, focusing on young and portable trendy styles; in terms of taste innovation, it has launched trendy drinks such as "Dayao Lixiang", "Fun Sparkling Soda Water" and "Dayao Fruit Steam" series, as well as "Pomelo Love Honey" Honey Pomelo Gas Tea and "Dayao Energy Coffee" energy drinks. This not only fits the younger generation’s self-satisfaction driven by emotional value, but also breaks the circle for Dayao and expands more consumption scenarios.

Industry analysts point out that food and beverage companies are not only competing for brand capabilities and channel capabilities, but also for product capabilities, operational capabilities and supply chain capabilities. Taking Dayao as an example, with a radius of 500 kilometers for each factory, the top ten production bases can cover the whole country. Moreover, Dayao has state-level green factories and intelligent workshops, which can ensure stable quality output, full traceability, and flexible production through lean management to improve operational efficiency.

Luo Yun said that with the recovery of the market and more and more diverse consumer demand for carbonated beverages, the market potential of carbonated beverages in our country is huge. I believe that in such a broad market space, domestic soda has good development prospects.