Recently, Tianfu Cola, which had withdrawn from the market for two decades, held a conference in Beijing to announce its comeback and national expansion, sparking renewed talk of 'national brand revival.' However, ideals are full, but reality is harsh. Whether it's chicken soup for the soul or a shot of adrenaline, in the declining carbonated beverage market, Tianfu Cola's revival path looks beautiful but is difficult to execute. Selling Nostalgia Is No Longer Effective As expected, like many old brands making a comeback, Tianfu Cola has not shed the label of 'selling nostalgia.' In fact, to some extent, this has become a major weapon in its return to the fray. Unfortunately, the first person to use the 'selling nostalgia' tactic was a genius, the second might be considered a talent, but now using this tactic might be classified as a fool. Everyone knows that nostalgia marketing is outdated. On this topic, I believe the nostalgia master Luo Yonghao has the most say. When Smartisan phones first appeared, they were popular for a while under the banner of 'nostalgia.' But now, the nostalgia trend has fallen apart, and he has had to return to 'product experience.' Among FMCG brands, who has managed to make a comeback and dominate the market solely by 'selling nostalgia'? Beibingyang soda, Qinqin shrimp crackers, Yefeng Budang, or Jianlibao? Facts have proven that these old brands relying on nostalgia are either barely surviving or urgently transforming; resting on past glory and living off old achievements is a dead end. After its comeback, Tianfu Cola must face a harsh reality: the nostalgic post-70s and post-80s generations have 'aged,' while the young post-90s and post-00s are dismissive of it. They don't believe in 'national brand revival,' only in 'being quirky is justified'; they don't like 'this cola or that cola,' but are only fond of 'Xiaoming Classmate.' Even more cruelly, even if the post-70s and post-80s still harbor nostalgia, their consumption habits have long changed. Even if they buy a bottle of cola out of nostalgia, they can never find the original taste or the lost youth, only adding a sigh, and it will not lead to repeat purchases. Differentiated Positioning in a Counter-Trend Move Once upon a time, Tianfu Cola was glorious: a state banquet beverage, winner of gold awards, market leader... But now, the market is no longer what it was, and cola is no longer what it was. With the rise of health trends, carbonated beverages are having an increasingly hard time. Going against the trend requires courage, and even more so, differentiation. In my view, today's Tianfu Cola gives people a very 'old' feeling: the communication of product tone is still the same old approach. Even the so-called 'health concept' it promotes is confusing—after all, the word 'health' evokes images of retired cadres, which is completely at odds with cola's positioning of passion, youth, and sports. The carbonated beverage category is showing signs of aging, so category innovation should seek differences: healthy cola, cute cola, fresh cola—all are worth trying, offering a 'fresh feeling' and 'trendy style,' which could be a path of differentiation. But with Tianfu Cola's health concept, which young person would buy it? Similarly, Laoshan Cola, also a national brand with a long history, is quite bold now. It hasn't revolved around 'nostalgia' but has sought a differentiated selling point. Whether in style positioning or taste innovation, it leans more toward the new generation of consumers, advocating 'personalized cola' and 'different cola.' Focus on Sichuan Rather Than National Expansion If going against the trend shows Tianfu Cola's courage, then its rapid ambition for national expansion is surprising. To use an internet saying: Eat your rice one bite at a time, walk your path one step at a time. If you take too big a step, you might hurt yourself. The ancients said: Know the inevitable beforehand, so when things happen, you won't be afraid, and plan slowly. It's rare for a brand like Tianfu Cola, whose foundation is not yet solid, to launch a grand national campaign. In my view, the carbonated beverage market is so difficult that even if Tianfu Cola's 'nostalgia card' still works, its influence is quite limited, mainly concentrated in the southwest region. If it calms down and builds a model market in the southwest with Chongqing as the center, it might have a chance. But blindly attacking the national market would be self-destructive. After all, even during Tianfu Cola's heyday twenty years ago, its base was only in 'Tianfu' (Sichuan), with no foundation nationwide, especially in the north. I have always believed that China's vastness can provide a buffer for many 'outdated' categories. Even if a category is declining, it doesn't mean there are no opportunities in regional markets, especially for regional leading brands. I think Tianfu Cola's comeback path could learn from Wei Yi. No matter how fierce the competition in its category, no matter who dominates the national market, in Sichuan, consumers only recognize Wei Yi. Even without advertising or promotion, it lives comfortably. If Wei Yi can do it, why can't Tianfu Cola? Source: Food Board (ID: tyjspb) -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation | [Long press QR code to follow]