Chapter 927: Problems with the Beverage Factory "Ask for a Monthly Pass"

Wu Bian has considered the rectification of the beverage factory in a relatively comprehensive manner.

When beverage factories were built one after another, he took water quality into consideration. Some factories chose to be built in areas with good water quality, while others chose the same packaging factory location as Coca-Cola.

Although staying with Coca-Cola had a long-term meaning at the time, it seems now that there are still many benefits and the results are quite good.

At least, for dealers, if they come to pick up the goods themselves, it is very convenient for many dealers to sell Coca-Cola along with some drinks such as Jianlibao or iced black tea as a pairing.

Especially for some dealers with slightly weaker strength, it is not very realistic to purchase a single variety of complete vehicles, so it is more acceptable to sell several products together to make one vehicle.

Another benefit, only now revealed, is that after Fan Wubing obtained the suspected Coca-Cola formula, the drink prepared with local water resources should be very close to the original product in taste, even if there are minor differences. The gap will also be covered up by the feeling of carbon-beating.

But there is also a problem, that is, once the product is launched, how should the publicity work be carried out? We can't tell everyone directly that we have the formula for Coca-Cola, right?

In fact, Fan Wubing himself knows very well that the Chinese are unparalleled in their ability to imitate a product, but it is more difficult to completely copy the successful experience of a successful century-old store.

What Coca-Cola has brought to people for more than a hundred years is not only the myth of its secret recipe, its successful brand, and its huge profits, but more importantly, the many experiences that support its success. This part is the most difficult to imitate.

Fan Wubing already has a lot of experience in the beverage industry. The success of Jianlibao made him deeply experience how easy it is to make money through water fees. Later, after getting involved in the mineral water field, he felt that deep down he always Feeling a little bit regretful.

After all, in the field of mineral water production, some manufacturers are promoting how good their water is. Drinking one bottle will make you feel very good. Drinking two bottles will not make you look old. Drinking three bottles will make you want to die. Can't die.

Such propaganda is obviously very shameless, so manufacturers with a little more conscience said that we do not produce water in ancient times, we are just porters of nature. This is more realistic. Fan Wubing feels that he is trustworthy. . Just read the novel~

For Coca-Cola, there are too many people who have studied their success and have summarized a lot of experience, which is worth learning from.

For example,

In the beverage industry, it is very important that the cost of the product is low. The cost of each bottle of Coca-Cola is extremely low, less than one cent. Moreover, Coca-Cola is not a capital-intensive product, and it is not difficult to produce, let alone labor-intensive. , although its production process is highly confidential.

Another point that is also very important is that before the products reach the hands of consumers, the people engaged in circulation must make a lot of money first.

The reason is very simple. If the cost is low, the price can be significantly increased at retail. Coca-Cola has the characteristics of making a lot of money, so over the years, everyone who has dealt with Coca-Cola has become very wealthy, including bottle manufacturers, shareholders, wholesalers, and those who provide trucks, pallets, and vending machines. people. This effect makes people very grateful to the company and willing to contribute to the cause of Coca-Cola.

The most important thing is to make it affordable for everyone. From its inception to the 1950s, the price of each bottle of Coke was only five cents. Even today, it is not very expensive. Therefore, people in third world countries can also afford it. Even in difficult times, Coca-Cola continues to sell well. During the Great Depression of the 1930s and the recent recession, Coca-Cola's makers continued to make money.

As a beverage that is widely consumed by the public, it is necessary to ensure that there are enough retail channels to make the product ubiquitous. To make the product within reach, make it ubiquitous, and make it available at any time in dance halls, stores, offices, trains and other places. Early Coca-Cola salesmen once said that people should not be able to avoid Coca-Cola.

The method of promoting products must also be very smart. It is easy to say, but how, when and where to promote and promote products are the key to success or failure.

For example, in the early 20th century, the Coca-Cola Company spent more than one million U.S. dollars to stimulate people's passion, making Coca-Cola the best-advertised product in the world. They hired painters to promote its red-on-white product logos on white walls across the United States, covering an area of ​​more than five million square feet. Later, the company distributed more than 100 million small gifts with the Coca-Cola logo, so that people can always see the Coca-Cola logo on commonly used items such as thermometers, calendars, event books, notepads, baseball cards, Japanese fans, and pictures. , thus leaving a deep impression on people. Just read the novel~

According to historical records at the time, a customer claimed that he often had nightmares, dreaming that a big white demon was holding a stove and shouting Coca-Cola was chasing him. Even today, the advertising investment that Coca-Cola Company spends on promoting Coca-Cola in the world is rare and generous, because they know very well that they should promote the image of the product rather than the product itself. A Coca-Cola advertiser once warned his employees with rich imagination and creativity that we are selling something that does not exist at all, and they are drinking only an image rather than a product.

At the beginning, Coca-Cola advertisements touted its medicinal effects, claiming that it can boost the spirits of mental workers, reduce headaches and pain of people who drink too much, and bring pleasure to people. But the people who named and inscribed the beverage soon realized that promoting Coca-Cola as a refreshing drink rather than a patented drug can attract more customers and avoid unnecessary legal disputes and troubles.

Of course, Fan Wubing thinks that the best thing Coca-Cola does is to make extensive use of the celebrity effect.

Coca-Cola hired celebrities to advertise from the beginning. However, over-reliance on celebrity effects is also dangerous. On the one hand, the audience remembers the stars rather than the products. Coca-Cola has always maintained its true star status in commercials, while Pepsi-Cola is troubled by stars who charge too much, which also shows another danger of over-reliance on celebrities.

In order to solve this problem, since the 1950s, Coca-Cola has produced a product that only needs a little modification or no modification to have universal charm in various advertisements. Drinking Coca-Cola will make you more confident, happier, more popular, sexier and younger. In order to enhance the publicity effect, Coca-Cola sponsors various sports competitions and concerts throughout the country.

The most important point is that the beverage must attract young people. In fact, advertising in sports and concerts is mainly to attract teenagers. If you establish credibility among young people, you will gain a long-term consumer market. Moreover, when a behavior becomes a habit, or this beverage will accompany him throughout his life, there is no doubt about it.

After Fan Wubing made great efforts to clean up the senior management team of the beverage factory and ensure the purity of the team, the first thing he had to do was to inspect each beverage factory, promote and appoint a group of new people, and start producing his own cola.

In terms of the principle of using new people, Fan Wubing's requirement is to ensure that these people are young and capable talents promoted from the grassroots, because he knows very well that only leaders who have experienced the hard work of workers on the grassroots assembly line can take into account various practical difficulties, rather than turning the enterprise into a sweatshop criticized by the society like Foxconn.

On this point, Fan Wubing repeatedly told them that although the pursuit of profit maximization is the ultimate goal of the enterprise, this cannot be at the cost of endlessly squeezing the blood and sweat of employees. The enterprises of Fan's Investment Group are large enterprises with advanced management experience and economic strength far beyond their peers. If similar situations occur among such enterprises, it is very shameful.

This kind of township. Li Nian has indeed been implemented in the enterprise, so the recruitment of employees in Fan Investment Group is the easiest. Talents with high education are willing to work here, because working in a large, responsible and just enterprise is not only a beneficial supplement to their life experience, but also a good help for leaving the enterprise in the future and looking for jobs elsewhere.

At least when everyone hears that they are from Fan Investment Group, as long as they don't have any major problems, these people are quite welcome. Therefore, the entire Fan Investment Group is more like a university, which has cultivated countless talents for the society.

Regarding the flow of talents, Fan Wubing's attitude has always been relatively open-minded. Except for senior executives and some important managers who need to sign long-term contracts, ordinary technicians and employees are basically free to come and go. According to their performance in the enterprise, the human resources department will also issue a certificate to indicate the good situation of the employee in the enterprise. This certificate often becomes a strong evidence for the resigned employees to find another job.

And those who do not have such a certificate are generally embarrassed to tell others that they are from Fan Investment Group. However, when Fan Wubing was inspecting the Lingxi Provincial Branch, the company received a report that a black den that produced counterfeit Jianlibao and iced black tea had appeared nearby. After learning about this situation, Fan Wubing asked the local company leaders about the general way to deal with it.

"This kind of thing is very difficult to deal with. The industrial and commercial department cannot handle it by itself. It often needs to pull in the quality supervision department and the public security department to jointly enforce the law. As long as there is a loophole in any link in the middle, it is impossible to catch the person. Therefore, we usually send people to collect evidence, then inform the relevant departments, and then wait for them to come to the door to seal up, but after they leave, the other party will start a new business again." The director of the Lingxi Provincial Branch explained to Fan Wubing somewhat helplessly. "Then put it aside for now, I will coordinate." Fan Wubing had a plan in his mind.

He came here this time, but he came here openly, so the people from the provincial government also knew the news and were inviting him to attend the welcome luncheon. Taking this opportunity to talk about this issue can also be regarded as using them once.

Sure enough, during the lunch, Mang Wubing just mentioned this issue, and immediately many leaders expressed their positions. They immediately summoned the leaders of relevant departments, and without saying what to do, they directly selected capable people to form a joint law enforcement team. Then, under the leadership of a leader of the Provincial Administration for Industry and Commerce, they personally went to the counterfeiting den to investigate. Not long after, there was a report from there that the people were caught red-handed.

Someone suggested, why not go and take a look? This is also a major action of the provincial party committee and government to crack down on counterfeit and shoddy products. There is no reason not to report it positively. Everyone agreed. Anyway, they were full alone, so they went for a walk to digest it. So everyone took a car to the scene of the incident, and soon they arrived at a factory area with eyes hanging on it. It seemed to be quite large.

Entering the gate, I saw recycled old beverage bottles and cans piled up everywhere in the yard. At first glance, it looked like entering a garbage dump. The law enforcement officers went straight to the workshop where the rumbling sound was "several workers who were filling "beverages" into bottles, Seeing the arrival of the law enforcement officers, they scattered and fled.

At the scene, the so-called "workshop" was just a few small * bungalows filled with stagnant water. Old beverage bottles and yellow, green and red "beverage" water mixed with pigments were piled up everywhere on the ground. There were about tens of thousands of "beverage" bottles on the operating table. A small part of the pigment had been poured into the bottom of the bottle. There was a thumb-thick water pipe next to it, and tap water was flowing. Obviously, when a worker was pouring "beverage" into the bottle, he was discovered by the law enforcement officers and ran away without turning off the tap.

In a room next door, tens of thousands of bottles of "beverage" were piled in the corner, and next to it was a labeling machine and a large number of printed Including Jianlibao and iced black tea, many famous brands of beverage packaging boxes.

In the warehouse at the back, the well-packaged, variously labeled bottled and canned "beverages" were neatly stacked. A rough estimate is that there are about 5,000 boxes of finished products. Looking at such colorful "beverages", who can believe that they are made of tap water and pigments.

The reporter who came with the leaders picked up a pack of calcium-added soy milk with the words "high temperature four-degree disinfection and sterilization" printed on it. It was obvious that it was a counterfeit product, which made people gasp. If such inferior things are allowed to become children's drinks, what will the poor next generation become?