Shanghai’s most famous ＂orange water＂ is back, but it’s a little different…

"When will orange water be available? (Shanghai: When will orange-flavored soda be available?) " These days, Zhengguang and its head, Zhu Weidong, are being chased and asked.

The people who asked him were Zhengguang and retired old employees, partners, and relatives and friends; the origin was the news that a reporter from Jiefang Daily Shangguan News "dug" from Shanghai Merlin a few days ago: Zhengguang and orange-flavored soda (hereinafter referred to as orange water), which sold best in the country more than 100 years ago, will be listed on the "May 5 Shopping Festival" (see the report "100 years ago, the most fashionable soda reappeared in Shanghai, and Shencheng sold far more than Coca-Cola that year").

It seems that everyone has a deep affection for this bottle of "orange water". But the good news is that the replica soda has been launched.

The old taste "mix and match" debuts

The reporter saw the newly listed orange water in several "trendy" stores, and they felt both familiar and unfamiliar: the familiar glass bottle was from 1946 "crossing", with Zhengguang and classic double-fold lines on it, containing the familiar orange-red liquid, and a taste was also familiar with orange flavor; but the unfamiliar place was where the replica soda appeared: restaurants, bars, buyer’s shops, barber shops, pet shops, and in addition to soda, there were also orange water coffee, orange water beer, orange water oolong tea…

"Because we are not playing the’nostalgia card ‘, but the’national tide card’ and’innovation card ‘. To win new consumer groups, we must be out of the circle and trendy enough," Zhu Weidong said.

The production standard of replica soda is very high, so the production of newly launched orange water is limited, and it is currently divided into two parts: one part is inspected by Zhengguang and the old employees. When the cap is unscrewed, the old employees finish drinking in one breath, and they give thumbs up, "Yes, it is the original taste!" But if you look at the ingredient list, you will find that the formula has changed: less food coloring and essence, more real juice. The packaging remains unchanged, the taste remains unchanged, but the process has changed. This is an inevitable change under the new demand of the market.

The other part is sent to various "trendy" stores and becomes the protagonist of the mix and match.

Buyer shop "Yuyuan General Merchandise Company", "Bubble Orange Coffee" is a new product launched this week. Cold orange water is mixed with orange juice, with a few mint leaves and lemon, which is very summery. At this time, pour in a cup of mellow espresso, dark brown and orange slowly mix to become a cup of bubbly fruity coffee. The barista said that as soon as the new product appeared, there were consumers who tried it. "The taste is good, and the appearance is also very important."

Tangerine water also appears in the bar "Brewing Bear Craft" in Shangsheng’s new office and the drink shop "RTD" in TX Huaihai, but the former has an extra beer "Orange Wheat" made with orange water, and the latter has a cocktail drink "Orange Club Play".

In the restaurant, orange water has become the protagonist of the set menu. In the small restaurant "Restaurant House 198" on Jinxian Road, new posters of Zhengguang and retro are posted. The clerk said that the main thing here is a set menu of "First Snow Fried Chicken + Orange Water". Orange water is still the same orange water, but First Snow Fried Chicken is a fashionable food for young people. The freshly-cooked fried chicken is sizzling, just right with a bottle of sizzling frozen orange water. "Wangcai", a cafe on Jianguo West Road, has launched a "summer afternoon tea" co-branded with Zhengguang He. Orange water and orange sandwich cake complement each other…

"New Guochao" is constantly creative

The reporter counted that there are about 12 stores participating in the mix and match or cross-border, and even pet stores and barber shops will provide Zhengguang and orange water or joint drinks. Zhu Weidong said that the first batch of products will be mixed and matched with these trendy stores instead of sold in the usual way, just to send a message – the comeback Zhengguang and very trendy. "After many time-honored brands launch new products, consumers will take the initiative to try or repurchase because of their nostalgia. But for young consumer groups such as the post-90s and post-00s, it is likely to be the first time to try time-honored brands. To attract them to try early adopters, but also to turn these consumers into returning customers, then we can’t rely on’nostalgia brand ‘, but on’innovation brand’."

The merchants listed in the orange water mix and match are the result of careful selection by Zhengguanghe and promotion partners. Although there are various formats, they have the same characteristics: there are many young people in the consumer group, and they will play trendy enough.

To this end, Zheng Guanghe also specially printed a batch of retro "soda tickets", which were distributed near relevant trendy stores every weekend to attract more young people to mix and match stores to receive soda for free. This is also very different from the previous promotion methods of time-honored brands. Judging from the past weekends, the response was very good, and some stores had to queue up to exchange soda.

The traditional sales channels have not been left behind. As production increases, replica sodas will gradually enter supermarket stores such as RT-Mart, Yonghui Supermarket, and Hema, and another joint cooperation model with convenience stores will also be listed.

Of course, consumers also have suggestions and opinions. For example, a young person who tasted orange water for the first time said: "There is only one flavor, is it too single?" Some consumers also reported: "The taste of orange is sweet, what about consumers who don’t like sweetness?" These are all included in the next development plan of Zhengguanghe soda. Zhu Weidong sold a question to reporters: "The replica orange water is the first product, and the new flavors behind it are already being debugged, and there are no similar products on the market. Because this time Zhengguanghe wants everyone to see that the time-honored brand has become a’new national trend ‘, not by one product, but by a steady stream of innovation."