Volume 173 [Chinese Dream, Chinese Heart]

David Lu's father was once a diplomat of Bush Sr. 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 sent to the countryside for a month. After returning to the city, he was arranged to work in a factory.

If you only listen to the voice, it is difficult for you to guess that this is a Westerner, because David Lu's mouth is full of Beijing movies.

Coca-Cola China headquarters.

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

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

Chen Qiwei, whose ancestral home is in Guangdong Province, was born in Hong Kong City and studied at a university in the United States. He can only speak Cantonese and English, 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 said directly to Ge Youpan, "Xifeng Company has launched a Coca-Cola product, and the advertisement is very loud. Today, more than ten major newspapers across the country published the full-page. I think Coca-Cola deserves enough attention."

"You are too careful," Chen Qiwei laughed, "We have only one competitor, and that is Pepsi!"

David Lu shook his head and said, "Man, although you are Chinese, you don't understand China. I have received a g education in China, and I know how terrible the patriotic spirit of the Chinese is. Now the Chinese market is full of patriotic slogans , Beverages, home appliances, clothing, daily chemicals... almost all fields, and they have done a good job, and the media also helped to wave the flag. Do you know? Big companies like ibm have been beaten by China's Lenovo, and Lenovo Computer directly 50% off sale."

Chen Qiwei shrugged: "Coke is not a computer, so it doesn't have such a big profit margin. A Chinese domestic Coke brand is not yet capable of challenging Coca-Cola. We only need to make our own products well. The most important thing now is to China's strategy has been adjusted from 3a to 3p. If you do this well, everything is easy to say. Although you can speak Mandarin better than me, you are still a Westerner at your core, and I am the real Chinese. The things passed down by the ancestors, I am better than you understand better!"

Coca-Cola's 3p strategy, that is, "everywhere, value for money, and brand first", is a step further than the 3a strategy of previous years.

As the executive vice president of China, Chen Qiwei, the level of consideration is indeed higher. He just grasped the Chinese people's psychology of worshiping foreigners and fawning on foreign countries, continued to build the brand image of Coca-Cola, and then made solid efforts to build channels. Thanks to this guy's efforts, China has become Coca-Cola's third largest market in the world this year, with a big advantage over Pepsi, which has annexed Tianfu Cola's channel.

...

Coca-Cola and Pepsi both invested and built factories in mainland China in 1981. The nature of the enterprise is a Sino-US joint venture. 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 supply foreign guest shops.

After a full year of public relations for Coca-Cola, the Ministry of Commerce finally allowed it to be launched in the capital market, but it was not allowed to be sold to other places. As a result, it was only sold for a few months, and Coca-Cola’s promotions caused panic buying. Newspapers and magazines severely criticized this, and relevant leaders once again issued an order: Coca-Cola is only allowed to be sold to foreigners, not to Chinese people.

After another year of public relations, Coca-Cola was finally allowed to sell in the Chinese mainland market, but was blocked by the local government on the grounds that Coca-Cola contained caffeine and did not meet hygienic standards. In fact, it was local protectionism, fearing that local beverage companies would be taken over by Coca-Cola bankruptcy.

Coca-Cola immediately collected information on caffeine from more than 200 countries around the world, and public relations lobbied the Chinese government. It also said that the caffeine contained in tea was six times that of cola with the same concentration.

At this time, COFCO stood up and said that the puree supplied by Coca-Cola only accounted for 4% of the cost. Those Cokes sold domestically not only did not spend a penny in foreign exchange, but instead earned a lot of foreign exchange in foreign guest shops.

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

In 1986, the Queen of England visited China, and the BBC made a related documentary. CCTV wanted to buy the film but had no money. So CCTV asked Coca-Cola to borrow 200,000 yuan in sponsorship fees, in return for playing Coca-Cola commercials before and after the documentary. This was equivalent to Coca-Cola's one-year profit in China at that time. The two parties reached a cooperation, and Coca-Cola finally appeared on TV in mainland China.

To sum up, Coca-Cola can develop and grow in China only because of four words: People are poor and short-sighted!

The country is poor, and Coca-Cola is allowed to sell domestically for foreign exchange; CCTV is poor, and it helps Coca-Cola advertise for funds.

And Pepsi has been following Coca-Cola's ass: you conquer the city, and I will follow up and drink soup.

Throughout the 1980s, foreign cola was considered a luxury item, because the price was too expensive, and the price was more than three times that of local drinks. More often, they are equivalent to gifts, such as buying two bottles of Coke for a nurse when a wife gives birth to a child, and the nurse is immediately very happy.

So in the early 1990s, Coca-Cola adopted the "3a strategy" in China, that is, to let customers "buy, afford, and willing to buy", and to put it more bluntly, it was "crazy distribution, stable prices, and advertising promotions."

Pepsi said, Coca-Cola is my brother, I will do whatever he does, and I will follow Coca-Cola step by step.

...

Different standpoints lead to different perspectives on issues.

David Lu is not an executive vice president. For the time being, he only sees the present and cannot see the longer-term market development. However, that doesn't mean he's wrong, because Coca-Cola's promotional campaign is too strong.

Back in his office, David Lu asked his subordinates to buy a bottle of Coca-Cola, but his subordinates bought a tape by the way.

"This is Dou Wei's new album "Sunny Sky." Said the subordinate.

"Sunny Sky" originally only included 11 songs, but under the strong request of Xifeng Company, a very cool theme song was suddenly added, and He Yong and Zhang Chulai 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 attained Taoism at this time.

Not only that, Xifeng also cooperated with Moyan Company and sponsored 3 million yuan to help the three heroes of Moyan start a national tour. Ticket revenue is not taken, only the three singers are required to drink Coke at the concert, and say a word: "Our Chinese own Coke, very Coke, awesome!"

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

The subordinate said: "B side, the last song."

"This is Tianfu Cola, the formula must have been leaked." David Lu turned the tape and fast-forwarded while drinking the Coke he just bought, 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 want the highest mountain to stand there, I don't care if it is a cliff or not. Live hard and love even if you are heartbroken. I don't want anyone to be satisfied as long as I am worthy." Myself. I never choose to give up on my ideals, even in the days when my head is gray. Maybe I have no talent, but I have the innocence of dreams, and I will prove it with my whole life. Maybe my hands are clumsy, but I would like to Stop searching, give all your youth without leaving any regrets. Run forward! Facing cold eyes and ridicule, how can you feel the vastness of life without going through hardships. Fate can’t make us kneel down and beg for mercy, even if our arms are covered with blood..."

"puff!"

David Lu took a sip of Coke and said in surprise, "This song is very good. Young people must like it."

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