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The dismissal of a large number of senior executives in the beverage industry has had a certain impact on Fan's investment, either because of other factors, but because of the confidence in the market and the media's reaction to this matter.

For the media, this matter has a great impact, and even many media analysts think that Fan's Investment Group is probably about to withdraw from the beverage market, but the current market share and profit margin of the entire Fan's Investment Group in the beverage market does not look like this.

Since this market has very stable income, and the income is still very rich, why would Fan Wuxi make such a move to destroy the Great Wall? Isn't it people who are important in the 21st century?!

In response to the heated discussions in newspapers and magazines and on the Internet, Fan Wuxian did not answer directly, nor did he allow his subordinates to answer this question positively, in fact, in Fan Wuxi's view, any round of hype is a good preparation for his next move, and the publicity effect is much better than investing hundreds of millions of advertisements. The first thing Fan Wuxian went to appease was the dealers.

In late March, the big dealers around the country have received invitations from the branches, inviting them to participate in the video conference organized by the company, and explain that the company's senior management will announce a major initiative, which will bring huge profits to the long-term cooperation of the big dealers.

After getting the news, the dealers are very excited, all the time, the dealers and Fan's investment group cooperation is very smooth, from this aspect of the harvest is also very rich, so this time after the senior management of the beverage industry was fired a large number of incidents, everyone feels at a loss, I don't know if the future cooperation can continue?

But at this time, Fan's Investment Group suddenly wants to hold a large-scale video conference and will announce major measures, which shows that Fan's Investment Group is not because it wants to launch the beverage industry, but there may be a very influential event about it, which will have a great impact on the entire industry.

The media was also very sensitive to the conspiracy of this meeting, so they wanted to participate in it in every possible way, but Fan's Investment Group was very strict on this, and dealers who were not invited could not attend this meeting. As a result, the media immediately made great efforts to dig up the news, hoping to achieve the purpose of spying on this information by bribing dealers.

Immediately, the news privately disseminated by Fan's Investment Group said that once the current dealer leaked the collegiate information, the cooperation would be suspended, and the dealer and related persons would not be able to get any cooperation opportunities from Fan's Investment Group in the future.

After the news spread, the media immediately in an uproar and condemned the media for not respecting the media enough, and actually blocked the information so tightly, and said that the media's right to know should not be trampled on.

The discussion among the people is boiling, but the senior management of Fan's Investment Group is extremely happy, especially at this time, Fan Wuxi is discussing the recent work arrangement with the senior management, talking about work and letting everyone drink Coke.

"Don't we have our own drinks, so why drink Coca-Cola?" While drinking Coke, Davis said to Fan Wuxian, "Well, but the Coke I drank today seems to be a little different, it feels good, which bottling plant is this?" ”

Davis is an authentic American, who grew up drinking Coca-Cola, and naturally has an innate advantage in tasting Coca-Cola. After he reminded him of this, everyone picked up the cup next to him, took a few sips, and said that it seemed to be good.

Seeing this, Fan Wuxian smiled and said, "Well, this is probably a problem with water quality." Next, we enter the discussion of substantive issues, which is the main content of this dealer meeting. ”

"Boss, what exactly are you arranged?" Everyone felt a little curious, and the media recently reported on this matter but did not know the point, and the high-level people did not get the slightest tone from Fan Wuxi, and they couldn't help but be surprised, I don't know what kind of medicine is sold in Fan Wuxi's gourd? "I'm going to make Coke, and that's what you're drinking now," Fu replied with a smile. "Huh?! No way. Everyone was shocked, and there were expressions of doubt on their faces.

Although it is said that everyone knows that there is no disease and no disease, but no one has done this kind of thing for a hundred years, how can Fan Wuzhi say that he has done it? He couldn't have deliberately tricked everyone, right? Could it be that this year's April Fool's Day has been proposed?

Everyone looked at each other, and some people tried the taste of Coke again, but they didn't taste any different feelings, and they couldn't help but feel a little strange, I don't know if what the boss said is true or false. "Of course it's true, when did I do things?" Fan Wuxian said indifferently, "Although I don't know the formula of Coca-Cola, this time I will launch this product at the dealer conference, and now I want everyone to think about it, what should I call it?" ”

Davis was still a little unconvinced, so he immediately asked someone to get Coca-Cola, unscrewed it and drank two sips, and then went to feel the Coke that Fan Wuxian brought over, and compared it for a while, which made a conclusion that the Coke that was deflated and the Coke that he took without illness was in the same vein as Coca-Cola in style, but the taste was better.

"Actually, it's not that the taste is any different, it's just that it feels better" Davis touched his head with some distress, and it was difficult to think of how Fan Wuxi did this for a while.

In fact, on the basis of the original ingredients, Fan Wuxi added several extracts of Chinese patent medicines, which caused the effect of refreshing and invigorating qi, which made the cola have subtle changes in nature, and the feeling expressed by this change is an indescribable sense of mouth. "How so? How does it feel like a first kiss? Davis reluctantly found an adjective.

When he said this, he immediately received a wide response, and everyone thought that this description was very appropriate, but it might as well be used in advertising, and a group of people were even thinking about who should be chosen as the image spokesperson. Regarding the question of the name, everyone didn't think much about it, and it was directly called Fnsntbsp; In fact, before this, there were also many markets in China such as Very Coke or Tianfu Cola, especially Very Cola, which had to bite a piece of cake from the carbonated beverage market monopolized by Coca-Cola.

The year before last, after more than 10 years of experience, Wahaha felt that he had full wings, and had the conditions to compete with the world's big brands, after more than two years of careful development, launched its own Coke, Wahaha very Coke, since it was put into production, very Coke has sprung up, and now the annual production and sales have been tens of thousands of tons, and Coca-Cola, Pepsi Cola formed a three-legged trend, breaking the very Coke launched on the market when some people "very Coke, must die" and "very Coke, very ridiculous" prophecy, It also broke the myth of Coca-Cola's invincibility, and the annual sales volume of Very Coke is now about 2 billion yuan, which is also a sudden rise in the domestic carbonated beverage market.

However, no disease always believes that the positioning of very Coke has always been to play the patriotic card, emphasizing localization, such a propaganda strategy is inevitably a little bit of a little angry, and whether it is admitted or not, the psychology of Chinese generally has foreign goods better than local goods, but some are very strong to show that they worship foreign flattery, and some are only subconsciously expressed, although very Coke is not much worse in taste than Coca-Cola and Pepsi, but people just like to drink Coca-Cola and Pepsi, But they are disdainful of very Coke, and the sales direction of Very Coke is mainly in the rural market, and there is no one in the big cities.

In addition to the picture of people's subconscious belief that drinking foreign cola is more fashionable than local coke, the important thing is that there is a big problem with the positioning of very cola, because the consumer group of coke is young people, and for young people now, fashion, personality, and self are the views that can be accepted by young people, but from this point of view, very coke is indeed a little dirty.

In fact, for most people, cola is just a carbonated drink, and there is not much culture in itself. But why is it that some consumers only drink Coke and Pepsi instead of very Coke? The crux of the problem lies in the fact that in the process of market cultivation and competition for more than 100 years, Coca-Cola and Pepsi have been very consistent in positioning their core target consumer groups on the young generation who subvert the tradition and have a flamboyant personality, and spare no effort to use sports and pop music, two things that young people love, as the carrier of Coke culture for brand communication, and tightly bundle their brands and consumers together through the two carriers of music and sports.

This kind of publicity gives Coca-Cola and Pepsi extremely rich connotations outside the product, giving them a vibrant, young, fashionable and energetic image, which is actually an appropriate expression of the cultural preferences of China's big 6 youth groups, and an excellent performance of Coca-Cola and Pepsi cultural marketing.

Fan Wuzhi and other high-level executives agreed that if they want to break the traditional stereotype in one fell swoop, tear a big hole from the market controlled by Coca-Cola and Pepsi, and continue to expand the market share of their own products, they have to do something ingenious. At the very least, it is necessary to emulate Coca-Cola's advertising strategy, and at the same time play its own unique way.