"I didn't expect the effect of the advertisement to be so good, alas, ,......"

Recently, no matter where they go, many workers can hear the two brothers of Xiao Wu, the director of the factory, sighing from time to time.

In fact, from their father's generation, they still believe in the concept that the fragrance of wine is not afraid of Hong Kong Zishen, and when it comes to their generation, the concept has changed a little, but it has not yet been fully rooted in the hearts of the people, and it has not been completely taken seriously.

Although Ma Jiajun has been an example in front of him, the Wu family, like thousands of small factory owners, has not yet felt anything special at the first time. It is always difficult for human perception to wake up from habit to nature.

In fact, there were already role models as early as ten years ago.

That's Jianlibao!

Back in 1984, it was the first year of Chinese companies, and a number of benchmark companies, such as Lenovo, Haier and Vanke, were established in that year, and Jianlibao was also born in that year, in Sanshui City, Guangdong. His leader, Li Jingwei, was the director of a winery, and at the Los Angeles Olympics in the United States, he got a message that the Chinese team had not yet designated a drink.

At that time, there were many companies imitating Coke, such as Tianfu Cola in Sichuan, Shaolin Cola in Henan, and West Lake Cola in Hangzhou.

By chance, he heard that the Guangdong Academy of Sports Sciences was researching sports drinks, so he took the initiative to come to cooperate, the function at that time was very simple, that is, to add alkali-containing electrolytes to the water, the earliest name of this drink was to promote excess recovery of the mixture sports drink, just rush this name, it is strange to be able to sell. Not to mention getting it to the National Sports Commission to go to the bidding. So Li Jingwei thought of a new name, called Jianlibao.

Jianlibao contains the health care meaning of "health and vitality". After the 1984 Los Angeles Olympics, it became popular and was known as "China's magic water".

However, his starting path seems to be quite simple. Of course, it is said that the creator bumped into the nobleman and gave him a good opportunity, and it was the right time and place, and it was also said that it was a hit.

At that time, the Chinese people felt that high-end cans were not good, so Li Jingwei advocated using cans, which was different from bottled low-end goods. But he couldn't produce cans in China, so he had to go to Pepsi's factory to make them for him.

Lao Li, who was born in marketing, pulled some samples and went to squat outside the major gymnasiums. I hoped that he would bump into the big leader, but it turned out to be true.

The big leader was in a good mood that day, and Lao Li also had a flower on his tongue, saying that the dragon flew and the phoenix danced. The big leader saw that at this time, there was no domestic canned drink in China, and all of them on the market were foreign. This should improve the mind of similar products in China.

gave Lao Li a chance to let his products go with many domestic products that went to the Olympic Games with the team. At that time, advertisements such as clothes and shoes certainly had a strong sense of imagery, but there were too many aesthetic views, and it was always those, and the Chinese people were a little tired.

Suddenly, when every athlete finished a game or when the game was suspended, they drank the same drink that they had never seen before, and it was also in Chinese. It immediately attracted everyone's attention, and those reporters were also in good spirits, feeling that they could write a good article with this, and these were also hinted and supported by the leadership.

Another reason is that in the 1984 Los Angeles Olympics, the Chinese delegation achieved a breakthrough of 0 gold medals, winning 15 gold medals in one fell swoop, ranking fourth. The great success of the Olympic Games has greatly attracted the attention of the Chinese people. The Chinese women's volleyball team defeated the United States team 3-0 and achieved three consecutive championships. Many foreign reporters didn't believe that this was the truth, so they began to look for the reason everywhere, and in the interval between the games, the Jianlibao that the women's volleyball players drank became the reason they found.

At the beginning, they planned to let people check whether there were any drugs that could not be drunk, so as to condemn the Chinese team. But the results were checked, but there were no unusable substances, which helped Jianlibao play the strongest advertisement.

The Chinese believe most in miracle medicines and legends, as well as things that cannot be told and can only be understood. Jianlibao suddenly became taller and taller, and at the same time had a mysterious function.

As a result, one to ten, ten to hundred, marked with the Chinese spirit, the slogan of domestic foreign brands of the Anti-Japanese War, Jianlibao became popular.

It used to be a state banquet drink, and later there was the world's first asteroid named after the company, "Sanshui Jianlibao Star", etc., so you can imagine how popular it was back then! In the 90s, in the Chinese beverage market, Jianlibao has been able to compete with Coca-Cola, and it has a certain advantage.

Coca-Cola was depressed for a while, and the yin couldn't play anymore, so he simply came to play the yang one.

came directly to the door and wanted to use money to buy Jianlibao Company. But it's a pity that Jianlibao, which is in the limelight, is the slogan of domestic anti-Japanese war foreign products, how can it be willing to sell the company and brand to Coca-Cola?

In fact, Coca-Cola's favorite thing to play is to acquire domestic brands in various countries that are still weak, and once the acquisition is successful, they will keep a low profile of that brand, and from then on, let those brands disappear in the long river of history.

Of course, in later generations, Jianlibao himself will also get rid of it, which is a later story. But at that time, even if He Zilong was the owner of Jianlibao Company, no one would agree to sell the company and brand to Coca-Cola.

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However, sometimes, even if the boss wants to sell the company and brand, he is afraid that he will not be able to succeed.

Take Huiyuan Company, which was founded in 1992 and is still a little guy, for example.

The founder, Zhu Xinli, quit his job to start a business, took over the debt-ridden cannery, and quickly developed it into one of the best private enterprises in the industry. In 2007, Huiyuan Juice went public in Hong Kong, and its stock rose by 66% on the first day, and the juice market has almost been occupied by Huiyuan Juice, basically without rivals. Later, Huiyuan juice went to the altar because it was not acquired by Coca-Cola.

In 2008, Huiyuan Juice was at the peak of its development, and when Coca-Cola's acquisition plan was announced, it aroused heated discussions among the general public. In this regard, Weibo also launched an online survey on "whether Coca-Cola agrees with the acquisition of Huiyuan juice", and more than 580,000 netizens participated in the vote, and 80% of netizens voted against it, citing the need to protect national brands. In the end, the acquisition was unsuccessful.

This incident also disrupted Zhu Xinli's future planning, and in this regard, the development of Huiyuan juice also lost its direction. Later, Zhu Xinli said in an interview, "Enterprises should be raised as sons and sold as pigs, which is a market behavior, and the accounts that can be calculated will be done, and those that cannot be calculated should not be done."

From this point of view, Zhu Xinli's business philosophy is also one of the reasons for the failure of Huiyuan juice. Zhu Xinli has no plans for Huiyuan's next development, and his only thought may be to sell it to Coca-Cola. When he developed Huiyuan and planned to sell it, he was denied.

One is the idea that there is no sale, but in the end it is still due to lack of ability, and for a variety of reasons, it has declined, but it is still working hard.

One is that from the day it was built, it is ready to sell the company and the brand in business, but once it cannot be sold. The whole plan was disrupted, and in the end, it was not a person inside and out, and after struggling for some years, it was half dead and basically disappeared from the market.

Sometimes, it can be true that it is true and wrong that it is really hard to say.

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