After getting the samples from the insiders of Fan's Investment Group, the senior executives of Coca-Cola China were still a little unimpressed, because from the perspective of color, Fan's Investment Group's Coke and Coca-Cola are still a little different, the color is lighter, and the two bottles of different Coke are placed together, at least you can see the obvious difference.

"This shouldn't have any impact on us, right?" One executive estimated optimistically.

In fact, consumers are more picky about the choice of Coke, especially those who are used to drinking Coca-Cola, even if they go to drink Pepsi, they will feel a little unfinished, not to mention the Coke of Fan's Investment Group, which looks a little different, so everyone feels that there is no need to be so worried.

As a result, many people are distressed about the $400,000 they just paid.

"It's a pity, I knew that there was no need to make such a fuss, after all, although Fan's Investment Group is powerful, it has not been deeply involved in the carbonated beverage industry, and its influence is limited. Although Jianlibao is good, it has gradually become obsolete in recent years, and tea drinks are not in the same category as us-" Someone said, the implication is naturally that Fan's Investment Group cannot be Coca-Cola's opponent, and the $400,000 just now is really a bit sloppy.

"Hmm, spend money to buy a rest assured, after all, Fan's reputation is there-" The general manager didn't say anything, but unscrewed the lid of a bottle, and took two sips, his expressionless face suddenly changed, and he stood there a little stiffly, so distracted.

Seeing how ugly the general manager's face became, everyone thought something was wrong, could it be that there was something wrong with this drink?

"Boss, what's wrong?" Everyone hurriedly asked.

It took a long time for the general manager to come back to his senses, and he said in a trance, "You all have a taste, I'm afraid you have encountered a strong opponent this time." ”

Everyone rushed to taste it a little bit after hearing this, and after this taste, they found that the Coke of Fan's Investment Group tasted better than Coca-Cola, and more importantly, it was in the same vein in style, and it was easy to be accepted by Coca-Cola consumers.

Everyone was stunned for a moment, and after a long time, someone expressed their suspicions, "Could it be that the other party added something new to our Coke and deliberately made it to fool us?" ”

"Maybe the surname is not very big-" The general manager shook his head and said, "As for Fan's Investment Group, there is no need to cheat on this matter, what's the point of deceiving us?" After all, whether it's true or not, we'll soon find out. ”

On the one hand, he asked his subordinates to continue to track the progress of the matter and obtain the latest information, and on the other hand, he contacted the US headquarters and asked them to send someone to investigate the matter, so that the company could have a more timely response after the official launch of Coke by Fan's Investment Group.

"The only thing that is not clear now is Fan's pricing strategy, which has been highly confidential until now, or that Fan's Investment Group has not made a decision on this issue." The general manager feels that this is a big deal, and if he doesn't figure it out, he won't be able to make the corresponding linkage on his side, and it's easy to fall into a passive situation.

"I guess, it can't be more expensive than ours." The men immediately replied.

For this point, their understanding is the same, Fan's Investment Group has never been able to do loss-making business, plus the cost of Coke is extremely low, if the other party develops a new product, then the overall cost control is not less than two cents, but it depends on how big the other party's operating costs are?

However, Fan's Investment Group not only has a complete sales channel for many years, but also has its own large logistics company, which is extremely convenient for distribution and transportation, and its operating costs are far less than Coca-Cola, and the price should be placed at a very low level.

"Anyway, we're in for the biggest challenge we've ever had." The general manager said with some emotion.

Since the establishment of Coca-Cola, for more than 100 years, although it has also undergone some crisis tests, but with a stable business strategy and successful marketing methods, they have finally survived one by one, and now the huge and mature enterprise management system has been incomparable, but they also know that in this piece of China, if there is really an opponent like Fan Wuxi, they are still facing very big difficulties.

Although Coca-Cola claims that the trademark is worth $20 billion, it is just a fictitious value, and no one is stupid enough to spend $20 billion to buy a trademark back, even if it can be sold, but the annual profit of Fan's Investment Group is more than $20 billion, right?

The general manager of China immediately fed back these questions back to the U.S. headquarters, and they quickly reacted by asking for samples for compositional analysis and sending a senior vice president to the China headquarters to respond quickly.

U.S. companies have also said that some things can be achieved through political channels, such as exerting certain pressure on China's political axe through the Ministry of Foreign Affairs.

After receiving these instructions, most of the senior executives in China smiled wryly, and the general manager said with some disdain, "These self-righteous guys really think that their weight is enough to influence the political situation in China!" It's just a beverage company, but it has to be related to politics, isn't it unpleasant to find it yourself? ”

One of his subordinates also said, "I bet that it's better not to take the diplomatic route, if you really put pressure on this aspect, I'm afraid that Fan Wuxian will be directly provoked, and it is possible for Coca-Cola to lose the Chinese market at that time!" ”

"Hopefully they won't actually do stupid things." The general manager muttered to himself, he was now in a complete mess.

Coca-Cola is in a mess here, but Fan's senior management has completed a series of preparations for the launch of new products, and the perfect packaging design and advertising plan provided by Tong Xiaoyun's advertising design company have been approved by Fan Wuxi, among which Hong Kong, Taiwan and the mainland have important influence, and have always been patriotic Acting and sports people, have entered Fan's signing list, intending to sign contracts with 100 celebrities and launch publicity activities for Fan's Coke within three consecutive years.

"Our initial plan is to invest 300 million yuan specifically for this publicity task, of course, this is this year's advertising investment." Fan Wuxian has some calculations in his heart, and he knows very well that the peak sales season is coming, and this year's harvest will definitely be very good, and in the case of playing the patriotic card by himself, the launch of New Coke will also promote the hot sales of other beverage brands under the company, and it should be more reasonable to invest 300 million yuan in publicity.

"How much does it cost to target celebrity ads?" This issue is also of concern to his subordinates.

"The one selected is one million, and if you are willing to accept the advertisement, we will shoot, and we will not force it if you are unwilling." Fan replied.

If it is an ordinary enterprise, it must be necessary to spend more brains on this advertising price issue, for example, to divide a first, second and third-tier star, and then give a price list, according to the popularity and influence of the star, divide it into three, six, nine, etc., and make different pricing strategies.

But Fan Wuxian felt that his company did not need to do this, in fact, he had seen the list on the signing list, he thought that these people were worth spending so much money, and he also thought that since he wanted to cooperate with Fan's Investment Group, he must have a very clear understanding, no one is irreplaceable, no one is indispensable to Fan's Investment Group, even the most popular stars at home and abroad, in Fan Wuxi's eyes, they are all average.

Different from other companies, each celebrity's promotional poster has the most commendable achievement description, and Fan Wuxian also specially emphasized that some successful young people who are not in the entertainment industry should also join this event.

The reason why Fan Wuxian did this is just to set off a wave of publicity in the media circle, create some gimmicks, and create a new impression in the minds of young people, that is, no matter what industry you are in, as long as you work hard and succeed, you will get a fruitful day of rewards.

"Actually, a lot of people don't value the price—" others expressed a different opinion.

Fan Wuxian waved his hand and said, "This is the difference in cultural concepts, unlike Western companies that completely use money to measure a person's value, we must have our own value scale, and the person we identify is this price, as for whether it is worth it or not, that is our opinion, and it has nothing to do with other people." ”

"Boss, are you trying to sell your own values? High, really high! Immediately, some people thought of Fan Wuxi's deep meaning and couldn't help but admire.

It is conceivable that when many big-name celebrities get this advertising contract, as more and more young representatives from other industries join the ranks, it is enough to promote a new concept of Fan's Investment Group to the world, that is, as long as you work hard, you can also enter this circle and gain the same respect as everyone else.

"Well, when you think about it, it's very exciting, and while it's attractive to say that the beverage industry is lucrative, it's amazing to influence generations of young people with a drink." Wu Zhi Xiaoji also said longing on the side.

(To be continued)