Articles by 汪晓慧 王雪乔

Ten Years Under Uni-President, Why Hasn't Jianlibao Made a Comeback?

Jianlibao's contradictory appeal lies in its advertisements constantly seeking to evoke emotional resonance from the post-80s generation, while the main consumer group of beverages has long become the post-90s and even post-00s. This means that, from a communication perspective, Jianlibao's advertising may have missed its target audience. Twenty years ago, Jianlibao, once ubiquitous on streets and alleys, is now nowhere to be found on more than twenty shelves in the beverage section of a large supermarket. Twenty years ago, in 1996, was Jianlibao's peak, with sales exceeding 5 billion yuan. Twenty years later...