Rebirth of the Wild Age

David Lu's father was a diplomat of Bush Sr., and he followed his father to China since he was a child. He not only finished middle school in China, but also worked as an educated youth in the countryside for a month. After returning to the city, he was assigned to work in a factory.

If you only listen to the sound, you can hardly guess that this is a Westerner, because David Lu's mouthful of Beijing movies.

Coca-Cola China headquarters.

Holding a newspaper, David Lu knocked on the office door of the executive vice president and general manager: "Hey, Old Chen, I think you should read this."

"What's the matter?" Chen Qiwei, with yellow hair and dark skin, asked in English.

Chen Qiwei was originally from Guangdong Province, was born in Hong Kong City, and went to university in the United States. He only speaks Cantonese and English, and David Lu's mouthful of Beijing movies, he can only understand but cannot communicate.

David Lu sat down on the chair, threw the newspaper over, and came directly to Ge Youtan, and said: "Xifeng has launched a Coke product, and the advertisement is very loud. Today, more than a dozen major newspapers across the country have published a full page. I think Coca-Cola should pay enough attention."

"You are too careful," Chen Qiwei said with a smile, "We have only one competitor, and that is Pepsi!"

David Lu shook his head and said, "Brother, although you are Chinese, you don't know China. I have received WG education in China. I know how terrible Chinese patriotism is. Now the Chinese market is shouting patriotic slogans everywhere. , Beverages, home appliances, clothing, daily chemicals...almost in every field, and they are doing a good job, and the media are also helping to raise the flag. Did you know? Big companies like IBM have been stunned by China's Lenovo, and Lenovo Computer directly Sell ​​it at a 50% discount."

Chen Qiwei shrugged: "Cola is not a computer, and there is not such a big profit margin. A Chinese domestically produced Coke brand has not yet been able to compete with Coca-Cola. We only need to make our own products. The top priority now is to China’s strategy is adjusted from 3A to 3P. Do this well and everything is easy to say. Although you speak Mandarin better than me, you are still a Westerner in your bones. I am the real Chinese. I am better than you for the things passed down from our ancestors. Know better!"

Coca-Cola's 3P strategy, which is "ubiquitous, value for money, first brand", is a step further than the 3A strategy of previous years.

As the executive vice president of China, Qiwei Chen has a higher level of thinking about issues. He just caught the Chinese people's enthusiasm for foreigners and foreigners, continued to build the brand image of Coca-Cola, and then steadily built channels. With the efforts of this guy, China has become the world's third largest market for Coca-Cola this year, and its big advantage has crushed Pepsi, which has annexed Tianfu-Cola channels.

...

Coca-Cola and Pepsi, both invested and built factories in mainland China in 1981, are Sino-US joint ventures. At that time, it was stipulated that foreign cola was not allowed to be sold in the Chinese mainland market, and could only be used to earn foreign exchange through export and to supply foreign guest shops.

Coca-Cola has been in public relations for a full year, and the Ministry of Commerce finally allowed it to be put on the capital market, but it was not allowed to be sold to other places. As a result, it only sold for a few months. Coca-Cola's promotion caused panic buying. Newspapers and magazines severely criticized this. The relevant leaders once again criticized: Coca-Cola is only allowed to be sold to foreigners, not a bottle of Chinese.

After another year of public relations, Coca-Cola was finally allowed to be sold on the Chinese mainland market, but it was blocked by the local government. The reason was that Coca-Cola contained caffeine and did not meet sanitary standards—in fact, it was local protectionism and fear that local beverage companies would be Coca-Cola. Get bankrupt.

Coca-Cola immediately collected information on caffeine from more than 200 countries around the world. Public relations lobbied the Chinese government and said that the caffeine contained in tea was six times that of Coke at the same concentration.

At this time, COFCO came forward and said that the puree supplied by Coca-Cola only accounted for 4% of the cost. Those Coke sold domestically, not only did not spend a cent in foreign exchange, but instead earned a large amount of foreign exchange in foreign guest shops.

For the sake of foreign exchange, Coca-Cola is allowed to be sold domestically, but it cannot be advertised on television.

In 1986, the Queen of England visited China and the BBC made a documentary about it. CCTV wanted to buy the film but had no money to broadcast it. So CCTV asked Coca-Cola to borrow 200,000 yuan as a sponsorship fee, in return for showing Coca-Cola advertisements before and after the documentary. This was equivalent to Coca-Cola's profits for a year in China at that time. The two parties reached a cooperation, and Yang Coke finally appeared on TV in mainland China.

In summary, Coca-Cola can develop and grow in China only because of four words: poor people and short ambitions!

The country is poor and allows Coca-Cola to be sold domestically for foreign exchange; CCTV is poor and helps Coca-Cola to advertise for funding.

And Pepsi has always been behind Coca-Cola's butt: You attack the city, I will follow up and drink soup.

Throughout the 1980s, foreign cola was a luxury item, because the price was too expensive, and the price was more than three times that of local beverages. More often, they are equivalent to gifts, such as a wife giving birth to a child, buying two bottles of cola for the nurse, and the nurse immediately becomes very positive.

Therefore, in the early 1990s, Coca-Cola adopted the "3A strategy" in China, that is, making customers "available, affordable, and willing to buy". To put it bluntly, it was "crazy distribution, stable prices, and advertising."

Pepsi said that Coca-Cola is my elder brother, and I follow Coca-Cola at every step.

...

Different positions have different perspectives.

David Lu is not an executive vice president. He only sees the present moment and cannot see the long-term market development. However, this does not mean that he is wrong, because the propaganda offensive of Very Coke is too violent.

Back in his office, David Lu asked his hand to buy a bottle of Very Coke, but he bought a cassette by the way.

"This is Dou Wei's new album "Sunny Sky"," said his subordinate.

"Sunny Sky" originally only included 11 songs, but under the strong request of Xifeng Company, a very coke theme song was suddenly added~www.wuxiamtl.com~ and He Yong and Zhang Chu were also invited to record together.

Dou Wei was very upset about this, but for the sake of money, he still compromised. After all, he hadn't become immortal yet at this time.

Not only that, Xifeng also cooperated with Moyan Company to sponsor 3 million yuan to help Moyan Sanjie start a national tour. The ticket revenue is not taken, and only three singers are required to drink Coke at the concert and say one sentence: "We Chinese own Coke, very Coke, awesome!"

David Lu put the tape on the radio, shook his feet and listened for more than ten minutes, and said with a smile: "Dou Wei's rock and roll is very flavorful... By the way, which one do you want me to listen to?"

The man said: "Side B, the last one."

"This is Tianfu Coke. It is estimated that the formula has leaked." David Lu drank the very Coke he had just bought and fast-forwarded the tape, and soon heard the song.

"Very Coke, Chinese Dream, Chinese Heart!"

"Where is the world full of flowers? If it really exists then I will definitely go. I think the highest mountain stands there, I don’t care if it is a cliff or not. I live hard and love even the ground, don’t ask anyone to be satisfied as long as I can afford it. Myself. I have never chosen to give up about my ideals, even in the days of despair. Maybe I am not talented, but I have dreams of innocence, and I will use my life to prove it. Maybe my hands are more stupid, but I would like to Stop exploring and give all your youth without regrets. Run forward! Facing cold eyes and ridicule, how can we feel the vastness of life without suffering. Fate cannot make us kneel and beg for mercy, even if the blood is full of arms..."

"puff!"

David Lu spouted a sip of Coke and said in surprise: "This song is very good. Young people will love it."

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