Recently, the domestic juice brand Huiyuan Juice finally went bankrupt after several struggles. As the most well-known national juice company among Chinese people, why on earth has it reached this point? There are many reasons for this, but there are a few points that can be said to be the root causes of Huiyuan's bankruptcy.

First, the source of Huiyuan Juice’s bankruptcy. This can be traced back to the famous failed acquisition more than ten years ago. In 2008, the world's beverage giant Coca-Cola planned to fully acquire Huiyuan Juice at a sky-high price of 17.92 billion Hong Kong dollars. This acquisition was not an unintentional merger by Coca-Cola, but something that both parties were happy to see. Especially Huiyuan Juice, the acquisition has not yet been successful. They are eager to spend money to expand, develop upstream industries, and imagine selling Huiyuan juice all over the world.

However, the acquisition was ultimately rejected by the Ministry of Commerce, and the acquisition plan was aborted. However, the expansion of Huiyuan Juice began. From then on, Huiyuan began to decline.

Second, there are serious problems in Huiyuan Juice’s internal management. Huiyuan Juice was founded from scratch by founder Zhu Xinli and was managed as a family business. The internal nepotism was very complicated, which caused serious internal friction. Many professional managers resigned due to internal friction, and the rest did not understand management, resulting in Dilemma internally and externally.

Third, with the development of network technology and self-media. There are more and more negative news about Huiyuan Juice, and there are endless questions about the raw materials of the juice, the concentration of the juice, etc. The brand image of Huiyuan Juice has also declined.

Fourth, Huiyuan Juice lacks innovation. There is basically no difference between Huiyuan Juice now and Huiyuan Juice more than ten years ago. Even the packaging remains unchanged. To put it nicely, it is to maintain tradition. However, Huiyuan Juice is a relatively young company that has been established for more than 30 years. You won't be able to go far if you stick to your old laurels.

Of course, there are many factors for Huiyuan’s bankruptcy. As the best juice brand in the country, it is also very reluctant to give up. However, the market is so cruel.