"Sunrise" drinks will come back

On the light blue cans, the rising sun and the rising sun ice tea are used by many people as "blue memories." On March 2nd, the reporter learned from Huiyuan Beverages Co., Ltd. that Huiyuan Group will use the “Rising Sun Rising” trademark of 164 trademarks and “Ice Tea” as its unique name to invest in 1.6 billion yuan to build tea drinks in Hengshui Food Industrial Park. The production base, “Rising Sun Rising”, the first brand of Chinese tea drinks in the 1990s, will return to the arena.

In 1993, "Rising Sunrise" ice tea was born in a supply and marketing cooperative company in Chenzhou City. In 1998 sales reached 3 billion yuan; in 2000, the total output was 1,036,000 tons, which accounted for 70% of China's tea beverage market. In 2001, with its supremacy in the field of iced tea, "Rising Sun" was selected as a well-known trademark in China. However, after 2002, the "sunrise" production enterprises fell into the disaster of the capital chain breakage and credibility crisis. After the original parent company was revoked its business license, the “Sun Rising” brand was escrowed by the local government and gradually withdrew from the market.

How to make the first brand of tea beverage re-light? Hengshui City is struggling to find opportunities for integration and development through strategic restructuring. In 2009, Huiyuan Group took a look at Hengshui City's unique geographical advantages and transportation advantages, and opened a new chapter in cooperation with Hengshui. On December 20, 2010, the bankruptcy administrator of Hebei Sunrise Group Co., Ltd entrusted Hengshui Zhengxin Auction Company to auction all 164 trademarks of “Rising Sun Rising” and the unique name of “Ice Tea”. Huiyuan Group won the bid in one fell swoop.

On February 23 this year, Huiyuan Group held a new “Rising Sun” ice tea listing news conference in Beijing. Jiang Yuliang, assistant general manager of Huiyuan Group Hengshui Food & Beverage Company, said that the tea beverage market has great potential and is increasing at a rate of 20% every year. Huiyuan Group will accelerate the pace of building a tea beverage production base. The current preparatory work for the project construction is intensifying. Construction will begin in early May.