Chapter 82: Everything Happens by Coincidence

The time has just entered 1984, which is a bit unusual.

In the second ten days of the first month, Mr. Deng suddenly made a southern tour. Although this word combination has never appeared in official documents, it has been widely adopted by the people and the media. It entrusts people's respect and respect for Mr. Deng. expect.

Fan Wubing watched the development of the situation closely, as he knew, proceeding in an orderly manner.

1984 was a very important year in the history of Chinese enterprises. Many successful companies were born in this year. Later, people called it the first year of China's modern companies.

Since New Year's Day, the domestic public opinion has been a little weird, and the enthusiasm for reform has been instigated by the high-density publicity of some reform models. However, looking around the country, which area has the most effective reform in the past few years? What is the most worthy of special mention? It is natural for people to focus on the Shenzhen Special Economic Zone, which was not included in the central plan in advance, nor received special financial support from the central government, and which is currently suffering from controversy.

In the previous year or so, various criticisms and accusations against Shenzhen were raging. A party newspaper in the north published a long article entitled "The Origin of the Historical Concession", alluding to the Shenzhen Special Economic Zone as a new "concession". An article reminds us to be alert to the emergence of new compradors and Li Hongzhang-style figures in China. Many old cadres who visited Shenzhen regarded the special zone as a heresy, and exclaimed that apart from the five-star red flag in Shenzhen, socialism has disappeared, and the special zone is named "Zi" instead of "she".

In this case, Deng Gong's southern tour is more like a weather vane.

He didn't speak or make a statement along the way. He was also very silent during the visit, and his performance in Shenzhen was very meaningful. He not only showed his supportive attitude with actions, but left a blank in words.

Soon Deng Gong took the initiative to tour the south. Disseminated throughout the country in the form of news, the debate on the special zone has come to an end. In the second month after he left Guangdong, the top management made a major decision. Announced the opening of fourteen coastal cities and Hainan Island to foreign investors. China's opening up to the outside world has gradually formed a pattern of opening up the entire coastal area.

In 1984, the vigorous underground operation began, and countless companies sprung up everywhere.

Coincidentally, Fan Wubing met Bai Kening, Executive Vice President of Pepsi-Cola's mainland region in Beijing.

Bai Kening is an out-and-out American, but he was very interested in the mysterious questions of the East since he was a child, and after he came to work in China. I deliberately chose a Chinese name for myself. To show myself different from other Americans.

Lao Chen is naturally the one who goes through the needle, he is very happy to see that his country can also produce some high-end canned drinks,

Rather than cookie-cutter glass bottle drinks.

The two sides discussed many issues, mainly the OEM issue and the introduction of canned beverage production lines. Regarding the introduction of a canned beverage production line, Bai Kening agreed immediately, but he was a bit conservative about the OEM issue.

Fan Wubing asked the reason in surprise, but it turned out that it was an OEM product, and PepsiCo should bear part of the responsibility. Whether there is a problem with food safety has a great influence on it. Naturally, they will not damage their reputation because they produce something they don't understand.

And when it comes to promoting canned beverage production lines, Bai Kening is very enthusiastic. I can't wait to sell dozens of production lines to Fan Wubing in one go.

It turned out that the development of PepsiCo in mainland China was not satisfactory. The reason is that his old rival, Coca-Cola, is developing more rapidly in the mainland. Although Coca-Cola was also limited sales at that time. It can only be sold to foreigners who come to China, but in fact, Coca-Cola has long been dispersed among the people, especially in a relatively open big city like Guangzhou, where it is easy to come into contact with Coca-Cola's shadow.

I have to admit that in terms of taste, there is almost no other drink that can surpass Coca-Cola, that is, Pepsi can still encourage it to support it, so Pepsi has been thinking about how to do the best in the mainland market?

As the executive vice president of PepsiCo's mainland region, Bai Kening was always worried about this. At this time, Fan Wubing's request to buy the production line was also in line with his consistent proposition of supporting several potential rivals of Coca-Cola in China. "We can even provide you with some loans as support for the emerging canned beverage industry." Bai Kening said to Fan Wubing.

"No, our funds are very abundant." Fan Wubing was not worried about the issue of funds, he was just afraid of trouble.

Since he can solve the accounting problem in one go, he is absolutely unwilling to leave any future troubles. Loans can be done, and they must be done after becoming a big company, but as far as he is concerned, he has absolutely no It is necessary to get a loan, which is also the need of the actual situation.

"However, we are willing to cooperate closely in terms of technology. After all, we know much more about the domestic market than you Americans, and we also understand what kind of beverages Chinese people need!" Fan Wubing then added.

"It's hard to believe that I'm negotiating business with a gifted child." Bai Kening shrugged.

In fact, when Fan Wubing was in contact with the Sports Committee, he accidentally learned that Ouyang Xiao, a researcher at the Guangdong Institute of Sports Science, had developed a drink that could allow athletes to quickly recover their physical strength, and that ordinary people could also drink. Buyers are being sought. Fan Wubing inquired carefully. It is an orange-yellow drinking water with a very awkward name "Excess Recovery Mixture Sports Drink". In fact, it is an alkaline electrolyte drink.

Comparing the two, Fan Wubing immediately realized that this is the prototype of Jianlibao that has not been put into production! So he decisively got in touch with the Guangdong Institute of Sports Science and bought out the formula of this drink for 100,000 yuan.

"It's really cheap! It only cost 100,000 yuan!" Fan Wubing must have been laughing from ear to ear for several days.

Although Bai Kening did not want to do OEM business, but under the stimulation of Fan Wubing's two canned beverage production lines, he was willing to pay a higher OEM fee. Recipe to produce a batch of samples out.

As for the name, Fan Wubing chose Jianlibao without even thinking about it, and copied the trademark as it was. Fortunately, he was so impressed that he couldn't draw it.

Before the Spring Festival, a total of 2,000 boxes of brand-new Jianlibao wagons were sent to Beijing.

When people from the Sports Committee saw the packaging of Jianlibao and heard the famous name, they praised it greatly. This new trademark is astonishing among many domestic products. The symbol, the lower part is composed of three curved lines juxtaposed, like three running tracks, which is a symbol of athletics.

On the whole, the shape of that character is like a gymnast or a diver in a posture of bending the body and tightening the abdomen. The entire trademark embodies the blood relationship between Jianlibao and sports, and it stands out among the old and similar Chinese products at that time.

Another refreshing move was that Fan Wubing packaged Jianlibao in pop cans. In the eyes of consumers at the time, pop cans were undoubtedly synonymous with high-end beverages. At that time, there was no pop can production enterprise in China, let alone ordinary beverage factories. canning line.

When the glamorous Jianlibao appeared at the sports drink selection meeting held by the Sports Committee, it immediately caused a burst of exclamation. Jianlibao has undisputedly become the drink of choice for the Chinese Olympic delegation. Compared with all the participating drinks, it is the only canned product. The brand image is naturally related to sports, and its taste, color and quality are impeccable.

After seeing and tasting the Jianlibao drink, Bai Kening suddenly regretted it. He realized that this drink might be more suitable for Chinese people, and his Pepsi Cola did not occupy a dominant position in the consumption choices of Chinese people.

"I probably cultivated a competitor for myself!" Bai Kening said to Fan Wubing.

Although he said so, everyone couldn't see the slightest regret or discouragement from him. Fan Wubing thought that this American is quite generous, or it may have something to do with his optimistic personality.

"I respect an opponent like you. Since Pepsi can be successful all over the world, as long as the strategy is right, there will be no exception in mainland China." Fan Wubing said two beautiful words against his will.

Fan Wubing knew very well that in the face of Coca-Cola's powerful offensive, Pepsi's life would become more and more difficult, especially after more than ten years, Pepsi's sales in the mainland had dropped to an intolerable level.

Fan Heng couldn't stay in the capital for a long time, because the factory manager Wang Fuming and the others had already finished their business, so they returned to Panshi City together, and because Fan Wubing was specially invited by CCTV, he stayed with his sister Fan Ting. I am going to participate in the CCTV Spring Festival Gala live broadcast in a few days.

Lao Chen had already been promoted to the head of the advertising department by the stage because of a few big commercials, and Director Huang's reputation in the circle had also risen because he successfully directed the Spring Festival Gala last year. Under the care of the two old friends, Fan Wubing and his sister Fan Ting went through all the departments of CCTV.

In the few days before the Spring Festival, people from all walks of life gathered in Beijing. As the saying goes, everything is ready, and it is only the New Year's Eve.