Entering the market early, local brand Ice Peak continues to outperform global giants in carbonates with strong brand loyalty and distribution channels. Affluent fruit resources bring out a prominence of pomegranate juice, mulberry juice and kiwifruit juice, whereas they are threaten by fresh-made juice during the ripen seasons. Oily diet drives demand for tea, which is enriched by Fu Tea and Yaowang Tea. Deeply affected by the lifestyle, functional beverage developed unevenly.
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Ice Peak was firstly introduced to Xi’an consumers in 1950s. With over 60years of production and sales, the company has developed deep expertise in orange carbonates and built up strong brand loyalty. In addition, vast network of retail outlets and successful branding strategies targeting at tourists provides Ice Peak a bulwark against competition with global giants.
Shaanxi is best known for its abundant fruit resources. It is not only the top producer of apple in China, but also the home town of kiwifruit and pomegranate. Thus a flourishing juice market has been developed. On the other hand, fresh-made juice is popular during the fruit harvest season. It is more healthy and poses a potential threat to juice development.
Because of local oily dishes, tea remains widely consumed and highly valued by Xi’an consumers. Given the long history of green tea planting in southern part of the province, people live here drink green tea to help digestion. Directly benefited from the lon g brilliant history, Xi’an has developed many tea types in the past, such as Fu Tea and Yaowang Tea. These tea types revived in recent years and make tea growing more crowded in the city.
Deeply affected by local lifestyle, functional beverage, including functional bottle water, sports drinks and energy drinks registered an uneven consumption growth in Xi’an. Energy drinks are flat, because consumers in the city live a slower pace of life and are less stressed than top tier cities. Instead,functional bottle water and sport drinks is getting popular due to a rise of fitness lifestyle encouraged by the government