David Rud's father, a former diplomat with George H.W. Bush, followed him to China since he was a child. Not only did he finish middle school in China, but he also worked as a rural educated youth for a month, and when he returned to the city, he was assigned to work in a factory.

If you only listen to the sound, it is difficult for you to guess that this is a Westerner, because David Ru is full of Beijing films.

Coca-Cola China Headquarters.

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

"What's wrong?" asked the yellow-haired, dark-skinned Chen Qiwei in English.

Originally from Guangdong Province, Chen Qiwei was born in Hong Kong City and studied at university in the United States. He can only speak Cantonese and English, and David Lu's mouth is full of Beijing films, which he can only understand but cannot communicate.

David Lu sat on the chair, threw the newspaper over, and directly paralyzed Ge You, and said: "Xifeng Company has launched a cola product, and the advertisement is very loud, and more than ten major newspapers across the country have published it on the whole page today. I think Coca-Cola should pay enough attention. ”

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

David Lu shook his head and said, "Brother, although you are Chinese, you don't understand China." I have received a G education in China, and I know very well how terrible the patriotic spirit of the Chinese is. Now the Chinese market is shouting patriotic slogans everywhere, beverages, home appliances, clothing, daily chemicals...... It's all over almost every field, and they're doing a good job, and the media is helping to wave the flag. Do you know? IBM and other big companies have been stunned by China's Lenovo, and Lenovo computers are directly sold at a price cut of 50 percent. ”

Chen Qiwei shrugged: "Coke is not a computer, and it doesn't have that much profit margin. A Chinese domestic cola brand is not yet capable of competing with Coca-Cola. We just need to do our own products, and the most important thing now is to adjust China's strategy from 3A to 3P, do this well, everything is easy to say. Although you speak Mandarin better than me, you are still a Westerner in your bones, and I am the real Chinese. I know better than you about the things that my ancestors have handed down!"

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

As the executive vice president of China, Chen Qiwei does think about problems at a higher level. He just grasped the psychology of Chinese people who worship foreign countries, continue to build the brand image of Coca-Cola, and then do channel construction in a down-to-earth manner. Thanks to this guy's efforts, China has become the world's third largest market for Coca-Cola this year, crushing Pepsi, which has swallowed up the Tianfu Cola channel.

……

Coca-Cola and Pepsi were both invested and built in Chinese mainland in 1981, and 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 for export to earn foreign exchange and supply foreign guest stores.

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

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 health standards - in fact, it is local protectionism, fearing that local beverage companies will be bankrupted by Coca-Cola.

Coca-Cola immediately collected information about caffeine from more than 200 countries around the world, and publicly lobbied the Chinese government, saying that tea contained six times more caffeine than Coke of the same strength.

At this time, COFCO stood up and said that the raw pulp supplied by Coca-Cola accounted for only 4% of the cost. Those domestic cokes, not only did not spend a penny of foreign exchange, but earned a lot of foreign exchange in foreign stores.

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

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

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

The country is poor, so Coca-Cola is allowed to sell Coca-Cola domestically, and CCTV is poor, so it helps Coca-Cola advertise for the sake of funds.

Pepsi, on the other hand, has been following the Coca-Cola butt: You conquer the city, and I will follow up and drink soup.

Throughout the '80s, foreign cola was a luxury item because it was so expensive, more than three times as expensive as a local drink. More often than not, they are equivalent to gifts, such as a wife giving birth to a child, buying two bottles of foreign cola for a nurse, and the nurse is immediately very happy.

Therefore, in the early 90s, Coca-Cola adopted a "3A strategy" in China, that is, to make customers "buy, afford, and willing to buy", and to put it bluntly, "crazy distribution, stable prices, advertising and promotion".

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

……

Different stances lead to different perspectives.

David Lu is not an executive vice president, he only sees the present for the time being, and cannot see the longer-term market development. However, this does not mean that he is wrong, because the propaganda offensive of Very Coke is too fierce.

Back in his office, David Lu asked his men to buy a bottle of Very Coke, and his men bought a cassette tape by the way.

This is Dou Wei's new album "Sunny Day". The subordinate said.

"Sunny Day" originally only included 11 songs, but at the strong request of Xifeng Company, a very cola theme song was suddenly added, and He Yong and Zhang Chulai were invited to record it together.

Dou Wei was very unhappy about this, but for the sake of money, he still compromised, after all, he had not yet become an immortal at this time.

Not only that, Xifeng also cooperated with Moyan Company to sponsor 3 million yuan to help Moyan Sanjie open a national tour. The ticket revenue did not take a penny, only asked the three singers to drink Coke at the concert, and said a sentence: "Our Chinese's own Coke, very Coke, awesome!"

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

The subordinate said, "B-side, the last one." ”

"This is Tianfu Cola, it is estimated that the recipe has been leaked. David Ruddy was drinking the very Coke he had just bought, turning over the tape and fast-forwarding, and soon heard the song.

"Very Coke, Chinese Dream, Chinese Heart!"

"Where the hell is the world full of flowers, if it really exists then I will definitely go. I want to stand on the highest mountain there, and I don't care if it's a cliff or not. Live hard, love hard, even if your liver and brain are smeared, don't ask anyone to be satisfied, as long as you are worthy of yourself. I never chose to give up on my ideals, even in the days of disgrace. Maybe I don't have the talent, but I have the naivety of dreams, and I'm going to prove it with my whole life. Maybe I'm clumsy in my hands, but I'm willing to keep exploring and give all my youth without regrets. Running forward! Facing cold eyes and ridicule, how can you feel the vastness of life without going through hardships. Fate can't make us fall to our knees and beg for mercy, even if blood is spilled all over our arms......"

"Poof!"

David Lu squirted out a mouthful of Coke and said in surprise: "This song is very good, young people must like it." ”

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