Chapter 939: Investment Pays Off (Asking for Monthly Pass)

Chinese people are very fond of face. This probably stems from the 5,000-year-old rule of the German Empire that morals should not be violated. But then again, in the past hundred years, this face has been almost completely lost, so that The body is left intact.

Because of this reason, people are becoming more and more sensitive to this kind of thing. If the country was still the prosperous Tang Dynasty, it is estimated that the mentality of the people in the feudal country would naturally be relatively peaceful. If they hear this kind of thing, they will just say "You are a spoiled child". It's just arrogance, there can't be any overreaction.

But now, obviously doing this kind of thing is very difficult.

Based on pragmatic principles, many multinational companies still have a friendly and cautious attitude towards China, and the two sides can communicate and understand each other. No matter which country it is in, the purpose of an enterprise is to actively develop markets and better promote products. To this end, multinational companies generally have a deep understanding of the history, culture and people's psychology of the country where they are located, and grasp the cultural taboos and psychological taboos of the country where they are located. But during this sensitive period, Coca-Cola’s insulting China advertisement actually came out. This was tantamount to pouring a bucket of oil on the fire of many Chinese who opposed Coca-Cola’s cultural invasion, and it immediately caused a fierce controversy. reaction.

Before Coca-Cola, there were many advertisements that insulted China, especially those from Little Japan.

At that time, there were two advertisements published in China's "Automobile Friends" magazine. One is a Japanese domineering car passing by two stone lions. One stone lion raised its right paw in a groveling salute, and the other stone lion bowed its head in fear. The slogan of the advertisement is, domineering, you have to. Respect".

The second one shows a Japanese Toyota Landscape working on a snow-capped mountain plateau pulling a green domestic dog truck with a steel cable. The shooting location was in Hoh Xil, with a Chinese military vehicle behind it.

The stone lion symbolizes China and looks like the lion of the Marco Polo Bridge workers; the truck being towed is a domestically produced Dongfeng Motor. The green Dongfeng truck is very similar to the domestic military vehicle.

What does Japanese Lu mean? They said that this was a pure product advertisement with no other meaning. Naturally, no one would believe this statement, and even a blind person could see the meaning.

It goes without saying how big a company Toyota is. Even Saatchi & Saatchi International Advertising Company, which was commissioned to produce this advertisement, is a well-known advertising agency in the world. A company with such a large investment and such a small production and such a professional company would not understand this. Hidden intentions?

At that time, some Chinese people were angry, saying that your advertisement had sinister intentions and was a provocation and insult to the Chinese nation.

The Japanese said, I didn’t, I was saying this car is of good quality. In fact, not to mention that Saatchi & Saatchi International Advertising Company specializes in advertising. They know what they are doing. They are helping their country rebuild the Southeast Asian Co-Prosperity Sphere. They are increasing their prestige and credibility in Japan. They are not afraid of China. consumers, because they think Chinese consumers are humble weaklings. Even if I insult your ancestors, as long as my products are of high quality and cost-effective, you still have to choose my brand. To put it nicely, you are being tolerant, but to put it harshly, you are a bitch and forgetting your ancestors. You understand that I will do this, but you do not understand that I will still do it.

The same is true for construction work. Toyota sales were not affected. The Chinese Lion Salute incident actually increased the popularity of the Toyota brand, but its reputation was almost unscathed. On the contrary, the Chinese people were severely ridiculed.

The Japanese believe that even if their Prime Minister goes to visit the Yasukuni Shrine again, the Chinese will still buy their products, which is undoubtedly very sad.

It's a pity that everyone is just saying it. When it comes time to actually buy a car, Japanese cars are still very popular.

Regarding this phenomenon,

Fan Wubing had doubts, but then he realized that those who protest against insulting China are basically young people. Although they are more enthusiastic, their purchasing power is limited. Even if they are shouting to boycott Japanese goods, they can afford them. In fact, there are not many people who drive cars. On the contrary, they are people with spending power. They are generally older. Basic workers have been smoothed by reality. The topic of being patriotic or not has nothing to do with you. The only thing is to make a living to support your family. the most important.

But this time Coca-Cola stepped on a landmine, because the main group of people who consume Coca-Cola are mainly young people, especially during this sensitive period, which immediately caused a war of words among network workers. The official website of Coca-Cola China instantly It collapsed, and the bright red trademark was changed into the shape of a black and white skull and pirate flag.

In response to the accusations from the Chinese people, Coca-Cola Company emphasized that it wants to build an inclusive brand. This formulation makes people feel unable to justify it. Industry insiders say that tolerance means having an open mind that embraces all rivers, and giving full respect and understanding to those who are different. The tolerance of multinational companies is reflected in the need to provide services for consumers with different cultural, religious and historical backgrounds. , and let them feel recognized and respected while receiving services.

However, slandering a nation to win the favor of other people obviously cannot be considered a sign of tolerance, but a despicable villain behavior.

Of course, a brand needs to be maintained, and crises also need to be prevented. These commonplace insights can be said to have become the consensus of many multinational companies. In the period of stable growth, not many companies are willing to invest human and financial resources in this area. The only companies that can invest in basic industries are some companies that have been hit hard by crises in history.

In fact, with the development of society, the consciousness of Chinese people's subjectivity has increased. When multinational companies in China invest in China, which has different cultural values ​​and religious views from their headquarters, if they do not have local awareness and overall awareness in brand building, they will have to Bear corresponding risks.

This time, Coca-Cola would not be in such an awkward situation because it was too arrogant in the past and underestimated the power of local companies. Later, it used hired gunmen to slander its opponents, which made everyone feel disgusted and distrustful of it. At this time, it Coupled with the exposure of the insulting advertisement, public opposition has skyrocketed. Even some middle-aged people have expressed considerable dissatisfaction with it.

At least several major domestic beverage manufacturers have taken this opportunity to respond and will not provide their own products to Coca-Cola dealers. In other words, those who sell Coca-Cola should not think about selling other products.

This move, the holy bottom-drawing salary seal, was obviously very powerful. It hit the opponent's vital point hard and accurately. For a while, Coca-Cola's sales dropped significantly, the factory's production was under-operated, and the workers had nothing to do. , which in turn caused more social problems.

Advertisements that insult China continue to appear, which makes people feel uncomfortable. However, in any case, the weakness of enterprises is ultimately controlled by consumers. Who dares to underestimate China’s population of more than one billion and such a huge consumer group? In the face of trouble-causing multinational companies, many netizens suggested that a people's war could be fought to allow the economy to check and balance the economy.

As the political consciousness and legal awareness of the Chinese people become increasingly awakened, the legitimate rights and interests of the country's image are no longer just a matter of concern to elites and management departments, but have also become a matter of concern to ordinary people. The development of media and the formation of public context have also given ordinary people more channels to criticize and resist. For multinational companies, going from dozens of pairs of eyes to one billion pairs of eyes, the experience may be even more difficult to bear.

Within a short period of time, workers protested in various canning plants of the Coca-Cola Company and had nothing to do. The company management had nothing to do about it. After all, there was no market, so how could it produce! And they had no intention of compensating the workers and paying wages for free, which resulted in a wrangling phenomenon. There were a lot of complaints for a while. From the perspective of Coca-Cola's senior management, they hoped that through the workers' troubles, they would cause the government to Feeling uneasy, he then discussed it with Fan Investment Group, and then contacted both parties to sit down and have a talk to get the matter out of the way.

But they didn't expect that because of Fan Wubing, no one would stand up and say this. Therefore, the situation suddenly came to a standstill. Naturally, the local government could not cope with the workers' troubles, but they were worried about the workers' censure. I couldn't handle even the smallest of things, so I had no choice but to try my best to comfort him, hoping that nothing big would happen.

I froze in this way. Knowing that Coca-Cola couldn't hold on anymore in the end, I brought the matter up through connections. At this time, I had lost all face. I just hoped that it could end in a more dignified way. At the same time, I tried every means to get along with Fan Investment Group obtained understanding.

However, at this time, Fan's Cola was already very popular. It had already steadily outperformed Coca-Cola in terms of quality, and with the continuous advertising and promotion, as well as the approaching summer sales season, Fan's Cola's image had already changed. Across the country, some Western food and fast food chain stores have also begun to discuss cooperation with Fan, hoping to fill the gap of Coca-Cola's absence and prevent their own business from being affected as soon as possible.

In this battle, it can be said that the Fan Group has achieved a complete victory. Unfortunately, Feijian has not completely driven Coca-Cola out of the Chinese mainland market.

However, in order to show repayment for Fan Wubing's help, Indonesian Habibie has strongly invited Fan Wubing to open a beverage factory in Indonesia and vigorously promote Fan's Cola. Habibie said that the Indonesian government is also willing to take a part of the equity in it so that Contributes to the rapid promotion of Fan's Cola in Indonesia.

Zhi Wubing naturally welcomed this. In fact, he has now established and sold factories in Southeast Asian countries and important EU countries such as France and Germany through the good connections he formed in the past. Naturally, Fan Wubing also learned In the past, Coca-Cola's practice was to place most of its production and filling locally, while the production of mother liquor was strictly controlled on the mainland to prevent technology leakage.

What annoys the Coca-Cola Company the most is that after comparing the two colas, veterans in the international beverage industry unanimously believe that the era of Coca-Cola has passed, and the emergence of Van's Coke has opened a new chapter in the carbonated beverage industry. .

At the beginning of May, it was the season of hot sales in the world. At this time, Fan Wubing unexpectedly received an invitation from Russia. The newly appointed Russian President Vladimir Putin invited Fan Wubing to visit Russia. At the same time, he also Welcome Fan's Cola to build a factory and sell in Russia.

On August 9 last year, Putin was appointed as one of three alternate Russian prime ministers. After this, the government led by the previous prime minister collapsed, and Russian President Yeltsin designated Putin as prime minister. Yeltsin also announced that he hoped Putin would inherit his mantle. Putin also announced that he accepted Yeltsin's appointment.

On August 16, Putin officially became prime minister. Since the four prime ministers before him had only been in office for a short period of time, the public did not expect much from the then unknown Putin. Putin's main opponent Luzhkov and others had already started an election campaign at that time and were committed to attacking Putin and preventing him from becoming Yeltsin's successor.

However, Putin's public image of upholding law and order and his firm attitude towards the Chechen incident eventually made him a very popular presidential candidate. Putin's tough attitude towards the Chechen incident from beginning to end greatly improved his public image.

On the evening of December 31 of the same year, Yeltsin suddenly announced his resignation, and Putin became acting president in accordance with the Russian Constitution. Because of this incident, the Russian presidential election originally scheduled for June this year was brought forward to March 26.

The advance of the election prevented the opposition parties from fully preparing, and Putin's actual power also weakened the power of the opposition parties. Therefore, in the subsequent election, Putin won and became president.

Fan Wubing had a good relationship with Putin, especially in terms of funds, which enabled him to successfully win over relevant people in the election. At this time, the investment finally began to pay off.

"Once this good luck comes, no one can stop it!" Fan Wubing said to the senior officials with emotion after receiving Putin's invitation letter.

"Even the Russian president personally invited you, boss. Your admiration for you is like the endless flow of the living Han River, and like the flood of the Yellow River, which is out of control." Wu Chu Xiaoji said with some envy.

"Well, I know you like watching Stephen Chow's movies recently, but this flattery must be able to reflect your status and momentum. It seems a bit unrefined to parrot it like this." Fan Wubing said to Wu Yuan Xiaoji with a smile.

"Haha, I want to have a little style, but Chinese culture is too profound and extensive, so it's not elegant!" Wu She Xiaoji said a little embarrassedly.

In fact, Gong Wuyuan Xiaoji has been in China for so many years, and he has been with Fan Wubing. He has almost been assimilated to Chinese culture. In addition, his fanatical pursuit of Chinese culture, his cultivation in this area is indeed not weak, but in some aspects, he still hasn't been able to grasp the essence.

Just like the official culture of China, Wu Dao Xiaoji has never been able to understand it thoroughly.