Design/cream@TOPYS
"At present, the daily sales of Bingfeng remain between 500,000 and 700,000 bottles, and the annual sales volume reaches 200 million."
As a Xi'an person, this set of data really shocked me, our father and fellow country party can drink Bingfeng so much?! But if you think about it, I'm afraid it really is.
Because in Xi'an, where there are restaurants, there must be ice peaks.
These restaurants include, but are not limited to, shops that sell cold skins, meat sandwich buns, steamed buns, water basins, peppery soups, cheek noodles, etc. Glass bottles in plastic boxes, ice peaks, built behind the cash register, or stacked in the freezer, neatly arranged, look at the beautiful wife (Shaanxi dialect, comfortable). And drinking Ice Peak is sometimes even a kind of muscle memory: when I step into a cold leather shop, my mouth will automatically pop out the words "a bottle of Ice Peak", without hesitation.
Xi'an's old and young masters girls and boys, not to mention the summer cicada winter snow, thirsty salty spicy sour that is mostly "to bottle ice peak", although this orange flavor contains half a mouthful of carbonic gas, but can alleviate the sense of domination of a certain taste, but not too much dilution of it, this kind of beauty can only be experienced in Xi'an by themselves.
The night market is another "battlefield" of Bingfeng in the summer.
In the summer of Xi'an, it is hot and dry during the day, but it is very cool at night when the breeze blows. As a result, night falls, and the streets near the residential area become the night market ocean. Every shop has to start from - "Boss, open an ice peak!" ---Start.
You discern carefully, the thunderbolt is whirring, it is beer, and it is also the ice peak that is coming.
© Bingfeng official website
Then, the bottle cap "banged" open, a wisp of white smoke slipped out of the bottle mouth, it was pressed down and half cut by the red, white and blue straw, and then, the bubbles at the bottom of the bottle rushed upwards, a stream of sweet orange flavor spewed out, a large mouthful of small half bottles, cold and refreshing, at the last moment "poof" poured into the whole body.
"Ah!" Even if the carbonated gas is fighting in the mouth, the sigh will definitely jump out with the first bite. A series of rituals for drinking ice peaks was completed.
In fact, just an orange flavored soda, Bingfeng is ordinary. The Arctic Ocean in Beijing, the Eight Kings Temple in Shenyang, the Shanhaiguan in Tianjin... Anyone can say it. However, in these eight hundred miles of Qin Chuan, the arrival of the ice peak has brought a long-term incredulity to the people of Xi'an who are not sweets.
Source: Bingfeng official website
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<h1 class="pgc-h-arrow-right" data-track="16" > legend of ice peaks</h1>
The soda came to Xi'an, an accident a hundred years ago. The name "Bingfeng", in the following version of this story, carries a strand of Xi'an people's casualness and directness.
A year before the founding of the People's Republic of China, a boss surnamed Li bought a batch of equipment and prepared to open a soda factory in Xinjiang. Unexpectedly, a heavy snow caused this batch of equipment to be stranded in Xi'an, and the first soda factory in Xi'an was made.
At first, the things produced by the factory were directly called soda. After a few years, there was another heavy snowfall, and the well where the factory took water was frozen, far from looking like an ice peak, which was quite unique, and this well was called "ice peak well". Later, the sodas they produced were simply named "Ice Peak" - this year, 1953.
The story of Bingfeng in Xi'an began with such a "confused".
After another thirty years, Bingfeng has become a popular item for Xi'an people. When Bingfeng's sales exceeded 10 million bottles in 1984, this bottle of orange water already formed part of the childhood of Xi'an's post-80s and post-90s, as well as the youth story of the post-60s and 70s.
In the era when there was no refrigerator at home, many ice peaks found their souls in plastic basins, to be precise, in ice water. Before going out, soak a few bottles of ice peak in the water, and put it in the shade, and when you come back, you can immediately enjoy the real ice peak!
Of course, we prefer to go to the commissary to buy. The ice peak taken out of the refrigerator directly, the bottle is condensed with water droplets, holding the palm of the hand, which is much cooler than the ice water. However, whether the tube is home or a commissary, Bingfeng's glass bottles must be returned, in the 90s, each bottle can be refunded 5 cents!
Screenshot of Bingfeng's 2017 advertisement "6 Minutes of Bingfeng Takes You on a Journey to Xi'an"
Holding on to a cap is another joy of childhood, but the bulges around the cap must be flattened to count. Although in the eyes of adults, it is a bag of broken copper and rotten iron.
My mother said that when she was born to me, she sold ice peaks at the door of my father's unit for a while, and children came to buy them, and there were many adults. She said that at that time, the young people, each took a bottle of ice peak, went to the movies, went to the park, and was already a happy date.
TV series "Ordinary World" Sun Shaoping drank Bingfeng for the first time
Diao Yinan, Uniform, 2003
Of course, like many state-run soda factories, Bingfeng has also fought in the torrent of history - it fought against the world-famous soda Coca-Cola and repelled the attack of foreign sodas.
In 1995, Coca-Cola came to Xi'an, and it was to reduce the price on its own, and it was to advertise everywhere with Sprite, just to grab the beverage business with the local overlord Bingfeng. But a fierce attack, and finally lost, in contrast to the ice peak, the whole process does not seem to be a big move.
Because of this, few Xi'an people have this story in their memories, and most people have the impression that the world is changing rapidly, and the ice peak has always been that ice peak.
From birth to now, Bingfeng's logo has been changed once strictly speaking. In the beginning, the logo of Ice Peak was a snowy mountain with the word "juice soda" in orange; in the 90s, the logo was simplified to the geometric lines of the mountain peaks, which is the prototype of today's Ice Peak logo, the difference is only the red color.
Bingfeng Logo Changes © Screenshot of Shaanxi TV News Video
Bingfeng's glass bottle body was fine-tuned several times. But my mother, who had sold Bingfeng, firmly believed that Bingfeng's bottle had not changed except for the glass grain.
The most important thing is that from a few cents to the current two pieces, the taste of Bingfeng has not changed (of course, mainly glass bottles). Ice peaks create the soda natives of Xi'an, Coke is Coke, Fanta is Fanta, synonymous with soda, that can only be Ice Peak.
Bingfeng production line © Bingfeng official website
<h1 class="pgc-h-arrow-right" data-track="38" > "drink it from an early age"</h1>
But when you ask a Xi'an person whether Bingfeng is delicious?
I am afraid that there are not many people who directly say that it is delicious, and more of an answer must be "OK" or "play as a sample" (Shaanxi dialect, which is equivalent to making a living).
So why choose to drink it? At this time, everyone's answer is more unified - the feeling of drinking it from childhood.
But behind this sentiment, there is actually a kind of nostalgia - people from afar miss their hometowns, and people on the ground miss the past.
In Shaanxi snack bars outside xi'an, Xi'an diners will always ask the boss with concern whether there is an ice peak? Even foreign prices are often more than ten times more expensive.
Again, even "Boss, open the bottle ice peak!" "It's a xi'an summer buzzword, and the scenes you can hear them are also decreasing." It is difficult to find traces of glass bottle ice peaks in giant consumption places, and small shops no longer provide glass bottle ice peaks, and the blue plastic baskets and glass bottles that exist in cold leather shops and barbecue stalls are nostalgic for the past.
It's hard to realize that our nostalgia often carries an attachment to an object, or even the one with an idealized filter (Joshua Klapow). In a world where anxiety and collapse are constantly testing individual resilience, away from the land, we need a place to belong.
Bingfeng is like such a character, it appears in the era when we are growing up, and the picture of growing up is imprinted in our perception of society. It helps us convey our familiarity, our yearning for comfort, and subconsciously, our confrontation with change and transition.
So, for many people, Ice Peak can only be that translucent glass bottle, only that bright orange, cans and other scattered new flavors, that does not count.
Therefore, who would have thought that Bingfeng's biggest opponent was actually the canned self.
<h1 class="pgc-h-arrow-right" data-track="51" > "This tastes very Xi'an"</h1>
When Bingfeng realized that he could become a symbol of Xi'an, Bingfeng was already a symbol. In 2017, Bingfeng changed the slogan to "This taste is very Xi'an", which is its second slogan.
"The first sentence is the feelings of the old Shaanxis, and now most of the people who drink Bingfeng are drinking 'memories'." The second sentence is the self-confidence of the internet celebrity Xi'an, and I hope that the future drink bingfeng is directed at this sentence. The person in charge of Bingfeng's e-commerce operation once said in the media about the change in the new slogan.
But the charm of Ice Peak has always been that it can never represent Xi'an so well; on the contrary, the relationship between Ice Peak and Xi'an, like the day when the soda equipment was trapped in Xi'an by heavy snow, is an incredible conflict.
Screenshot of Bingfeng advertisement
In the Sanqin set menu that has become a must-eat today, Bingfeng exists not only because it is a local drink, but more importantly, bingfeng's sweet and sour is a kind of blending, neutralizing the spicy and dry steamed buns of the cool skin, refreshing and degreasing. Dry, salty and spicy are the common features of Xi'an food.
Northwesterns have a cheerful personality, but sometimes screw up. Male dolls drink sweet water is always awkward, only drink Ice Peak refreshing, a person can drink bottle Ice Peak, party competition to drink Ice Peak who burps first, let the male baby who drives drink Ice Peak ... The softness of the Xi'an male doll, many of them seeped into the ice peak.
Not long ago, the Shaanxi expedition team that climbed Mount Everest brought ice peak to Mount Everest.
Moreover, Xi'an is very gray. Because the city walls, bell and drum towers, and Ming and Qing dynasty houses are all gray, the urban planning department even once designated gray as one of the main colors of Xi'an architecture... The orange ice peaks, bright and fierce, slightly collided with the gray of Xi'an City.
Therefore, it is not so much that the ice peak can represent Xi'an, but rather that it is rich.
In "Drink it from childhood", Xi'an people are endowed with thicker local emotions, and this attachment makes Bingfeng an emotional supply, and those time and space nostalgia are melted in orange-flavored carbonic acid.
"This smells very Xi'an" is not wrong. The city is more fascinating because of the conflict, whether calm or fierce, and the Xi'an we perceive from the ice peak is our greater expectation here— in a homogeneous world, we long for a little difference.