On May 29, at the 349th press conference of the novel coronavirus pneumonia epidemic prevention and control work in Beijing, Xu Hejian, deputy minister of the Propaganda Department of the Municipal Party Committee, director of the Municipal Government Information Office, and spokesperson of the Municipal Government, introduced that in order to guide the takeaway platform and takeaway personnel to do a good job in epidemic prevention, ensure the safe and orderly conduct of takeaway distribution business, and serve the diverse and timely end delivery needs of citizens and friends in the "last 1 kilometer", the city has taken multiple measures to do a good job in epidemic prevention and supply for e-commerce platforms and takeaway personnel.

　　One is to require takeaway enterprises to strengthen the identification of start-up, takeaway personnel need to be in normal health treasure state, strictly implement a daily nucleic acid, and hold three negative nucleic acid test certificates in the past three days before receiving orders;

　　The second is that takeaway companies send orders "nearby". In practice, takeaway mainly meets the immediate consumption needs of citizens. The company will configure the supply capacity and distribution force according to the fixed area in the city. The delivery range is basically maintained at 3-5 kilometers around the store, warehouse, and catering merchants. The takeaway personnel carry out distribution business in relatively fixed areas. The takeaway company will further optimize the configuration to ensure that the fixed area realizes fixed rider delivery.

　　The third is to require riders to wear N95 masks and disposable gloves during the process, implement "point-to-point" and non-contact delivery, and fully disinfect their hands after each order delivery to reduce the risk of being infected and spreading the virus during the epidemic;

　　The fourth is to establish a "whitelist" mechanism to include takeaway riders delivered in the sealed control area into the "whitelist" management. On the basis of daily nucleic acid, strengthen epidemic prevention measures that only negative antigens can take orders, and put forward requirements for the handover of goods to ensure that riders in the sealed control area are willing to go, and it is safe to go.

　　"At present, the city’s epidemic prevention measures in the takeaway field are effective, the power of takeaway riders is sufficient, the delivery of takeaway orders is smooth and orderly, and citizens can place orders on various e-commerce platforms and catering companies normally. We will also urge all companies to continue to do a good job in ensuring supply and stable prices," Xu Hejian said.

From the quiescence of domestic soda since the 1990s to the current decades, the domestic soda industry has recovered under the trend of national tide and diversified consumption. As a rising star, the big kiln beverage has built a framework for the healthy development of enterprises with the underlying logic of products, policies and innovation after the explosion. If enterprises want to reach the hearts of consumers, they cannot do without the participation of distributors, and if they want to develop for a long time, they need more peers in order to create greater value.

Product attraction logic

Some people have done a survey of the attributes that young people pay most attention to when buying soda, and the top two are taste and cost performance, which is the direction of the big kiln beverage. The big kiln beverage production equipment adopts automatic control low temperature preservation process, uses secondary reverse osmosis equipment to sterilize and filter the production water, and adds real materials to lay a good foundation for the unique taste of the big kiln soda. At the same time, the big kiln soda takes the ultimate cost-effective route, and the price of 520ml soda is comparable to that of other brands 300ml. Choose a larger bottle at a similar price, and the sincerity of the big kiln hits the hearts of consumers.

Excellent products have captured the minds of consumers and attracted many dealers to join. Some industry insiders have calculated that the price of large kiln soda to dealers is very affordable, and it is more cost-effective to give it to the end point. The profit of a single box is very high. With the double blessing of products and prices, the enthusiasm of agents is self-evident.

Logic up the ante

In recent years, every time I walk into a roadside barbecue restaurant or hot pot restaurant, I believe I can always see the big kiln soda in the refrigerator of the store. According to previously announced data, nearly 80% of consumers buy big kiln soda from restaurants, which is evident in the proportion of channels. Of course, if the best product ignores the dealer, there is a greater risk that the dealer will still ignore it.

According to the official website of Big Kiln and the official account of "Big Kiln Beverage", Big Kiln has many favorable policies for dealers. On the one hand, Big Kiln evaluates partners through the "four-dimensional evaluation system". On the other hand, Big Kiln greatly reduces the risk of dealers through the trial agency period. In addition, Big Kiln also provides 1V1 assistance to dealers. In terms of policy formulation, it will customize sales policies according to different market layouts. It will not take the road of big pot rice and one-size-fits-all, and will not let dealers fall into a situation of going it alone.

sustainable development logic

For domestic soda companies, the most important thing at the moment may be how to capture the personalized needs of young consumers, innovate from products to marketing models, and quickly open up the market.

After the explosion of 520ml single products, Dayao did not become complacent, but continued to create trendy drinks, and innovated new products including "Dayao Lixiang", "Chayuanxiang Juice Gas Tea", "Fun Sparkling Soda Sparkling Water", "Saibei Spring", "Xiaoyao Fruit Steam", "Dayao Rice Companion", "Dayao Sour Plum Soup" and other flavors. Dayao also upgraded the product packaging, making the product name more prominent, the layout more concise, and more able to attract consumers’ attention. In fact, the innovative taste and the social attributes brought by the packaging design are conducive to generating topics and promoting a new round of brand development.

Big kiln in 2023 also contract renewal spokesperson Wu Jing, through the huge flow of Wu Jing, the two complementary tonality, can make big kiln cover more target groups, so as to get more recognition. Has established more than 1 million retail end points covering the country, more than 1600 dealers.

In the past two years, some disappearing soda brands have returned, and new brands are also growing rapidly. Most brands are exploring long-term development paths. Those who gain the way are more helpful, and those who lose the way are less helpful. The kiln has its own unique advantages and can create continuous increasing value for dealers. If it tells a "win-win" story, it will naturally be more recognized by the market.

Image source: Dayao official

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