This Day, That Year: Beverage brands come back

Item from Aug 2, 1987, in China Daily: A line producing easy-pull cans has opened at the Chongqing Tianfu Cola Drink Corp.

Chinese soft drink makers are now fighting back against US firms. Tianfu Cola is now sweeping the domestic market, and the company aims to squeeze US colas out of China. ...

In 1982, it produced just 447 metric tons of drinks, but output topped 5,755 tons last year, increasing by 27.5 times.

Beibingyang soda sold at a stand in Nanluoguxiang, Beijing. The brand was founded in 1936 and is famous for its orange soda. [Photo/China Daily]

Since foreign beverage giants entered China in the 1990s, some of the major Chinese brands, such as Beijing's Beibingyang and Tianfu Cola, have almost disappeared from store shelves.

These brands are now trying to make a comeback by launching new products. They have also invested in new technologies and revamped their marketing strategies.

The iconic Tianfu Cola, which once dominated the Chinese market with a 75 percent penetration, relaunched just a few months ago.

In addition to its classic colas, the company plans to debut some new drinks including fruit juice and protein beverages.

In 2011, Beibingyang revived its best-selling orange soda. The brand, launched in 1936, dominated the Chinese market in the 1980s.