The mindset of consumers is sometimes difficult to figure out, but sometimes it's easy to figure out.

In other words, in the minds of consumers, in addition to the brand, taste and acceptance of the product, it is nothing more than a question of price.

In terms of product price, fighting a price war is the lowest means of hurting others and hurting oneself, and once a price war occurs, it will not only bring serious consequences, but also lead to the weakening of brand influence.

Moreover, whether it is Coca-Cola or Pepsi, these two companies are not afraid of price wars at all, although the company is strong in the domestic beverage industry, it is still far from the two major Coke, and the strong capital and scale of the other party are not comparable to the company.

In addition, there is the cost of products, I have to admit that the two major cola companies are far better than domestic beverage companies in cost control, even if they have been paying attention to cost control over the years, they are not comparable.

Now the price of ordinary carbonated drinks in glass bottles on the market is the cheapest about 0.35 yuan, but the glass bottled drinks in addition to catering and some commissary supply shopping malls have rarely sold, with the change of packaging, most of the drinks are plastic bottles, the price of ordinary drinks is 1.5 yuan, the price of cola is basically 1.8 yuan to 2 yuan, canned is slightly higher, can be sold to 2.5 yuan, the price of the company's products is basically the same as the two major colas, but it is inferior in cost control.

At present, the cost control of a bottle of Coke (excluding packaging) is about 0.13 yuan, which is the best cost control among domestic enterprises, because the cost of other beverage manufacturers, including the eight major beverage factories, is much higher than that of the company, reaching about 0.22 to 0.28 yuan.

According to Song Yuanchao's knowledge, Coca-Cola's joint venture Shenmei Company's internal coke production of a bottle can be compressed to a low of 0.07 yuan, only about half of the company's.

If it weren't for the policy to suppress the two major cola companies in the sales process, they must take into account the actual domestic situation and set the price to this range, the two major cola companies can directly compete with domestic beverage manufacturers at low prices, so that even if they sell at the cost price of domestic beverage manufacturers, they still have a lot of profits by relying on their cost control capabilities.

From this point of view, the price war not only hurts others and hurts oneself, but also plays into the hands of the two major cola companies, and Song Yuanchao is definitely not stupid enough to do this.

But if you don't fight a price war, you want to make consumers feel affordable, so as to compete with each other for the market in the process of making profits, then the so-called "another bottle" is the best way.

Ordinary people like to take advantage, it's human nature.

Just like some uncles and aunts in later generations lined up in a long line at the door of the supermarket early in the morning to open the door to buy special eggs, when they know that they can have a "one more bottle" discount when they buy a drink from Ste, then the consumer group will inevitably burst out with a strong desire to buy, so as to give priority to Sist's products while buying similar drinks.

From this point of view, this means to promote the sales of products, so as to increase the market share is very likely, and the real purpose of Song Yuanchao is exactly this, he wants the market, under the demand of the market at the same time to cultivate consumers' buying habits of products, so as to break the competitors' commercial encirclement and suppression.

Of course, Song Yuanchao knew that Sun Yaoliang's concerns were also reasonable, and the fake lottery would definitely occur. But sometimes you need to be willing to do things, as the old saying goes, you can only get if you give up, you can't just pour the children in the basin together because you want to pour the bath water, right?

The market is the most important thing compared to the losses in this area, so if you can use it to grab the market, why not give it a try?

Under Song Yuanchao's explanation, Sun Yaoliang understood Song Yuanchao's true intentions, although he felt that this method was still very risky, but Song Yuanchao was right, and he was the chairman, so Sun Yaoliang accepted Song Yuanchao's opinion.

After working overnight, the sales company and the marketing department finally came up with a promotion plan at the request of Song Yuanchao, and the plan was placed on Song Yuanchao's head early the next morning.

After Song Chaoyuan read it carefully, he asked someone to discuss it face-to-face, and then improved and adjusted several details in the plan, and the plan was determined in the afternoon of the same day.

Lin Yan received a call from Song Yuanchao, and soon sent elite soldiers from the advertising company, and found Luo Yang, and contacted many well-known actors and actresses in China.

It only took a few days, a new advertisement was born, this advertisement is the main focus of a festival atmosphere, there are many people who participate in the shooting of the advertisement, including the male Chen Xiaoer, Lao Mao, Jiang Wen, Tang Guoqiang, the old man Li Paul, the old man Shi Yuan, Chen Xiaoer, his father Chen Laozi, etc., the female Pan Hong, Liu Xiaoqing, Wu Haiyan, Song Dandan, the old artist Qin Yi, Bai Yang, etc., in addition, even Wang Shuo, Ma Dudu, Luo Lin, Zhang Qiang, Feng Yuanzheng and Liang Jiahui, who is filming in the mainland, also came to make a cameo, Showed his face inside.

The stars are shining, and if you put it twenty years later, these people who participated in the advertising shoot alone would have to startle the audience.

This advertisement is not artistic at all, the picture is a festive and fiery atmosphere, coupled with a few small actors from the Xiaoyingxing Art Troupe, a family reunion scene is displayed in front of everyone, and in this atmosphere, it also highlights the very Coke products of the company, as well as the promotion means of "one more bottle".

In addition to these old, middle-aged and young people, including well-known actors and artists in Yanjing and Shanghai, even the director who handled the advertisement is also famous, because this advertisement actually asked Lao Mouzi to help shoot it.

In recent years, Lao Mouzi has been very popular, since he directed "Red Sorghum" for the first time in 1987, he has completed the transformation from a photographer to a director, and has achieved unprecedented success in the world film industry.

Although Lao Mouzi has not yet reached the level of a "national teacher" in later generations, he is faintly a leading figure among the fifth generation of directors. can invite to shoot this advertisement, in addition to the relationship between Luo Yang and others, the most important thing is a phone call from Xie Lao.

Originally, this advertisement was intended to be filmed by Xie Lao, who was free, but Xie Lao smiled and waved his hand after hearing it, saying that he was not good at shooting this kind of thing, and this advertisement highlighted the atmosphere and color, and his ability in this area was not strong.

Considering the purpose and effect of the advertisement, Xie Lao proposed to let Lao Mouzi try it, because Lao Mouzi is better at controlling these, and he is a photographer, and his use of color is second to none among domestic directors.

In this way, Xie Lao personally called Lao Mouzi, and after receiving the call, Lao Mouzi agreed without saying a word, and he happened to be in Yanjing and rushed directly to do it himself, and it only took one day to shoot the advertisement, and then add editing and production, and the advertisement was quickly completed.

After the advertisement was produced, Song Yuanchao immediately asked people to arrange for it to be broadcast on the TV station as soon as possible, and at the same time made follow-up preparations in full swing.

At the end of 1990, the day before New Year's Day, the advertisement began to be broadcast on CCTV and some local TV stations, and when this unique and refreshing advertisement appeared in front of everyone, everyone's eyes were attracted by the content of the advertisement.

After reading the advertisement, everyone was not only deeply impressed by the advertisement, but also more impressed by the "one more bottle" in the advertisement.

Overnight, the company's beverage products "another bottle" spread all over the country, and the next day on New Year's Day, the company's beverage products, especially carbonated beverage products, the main very Coke, were sold extremely hot, and there was an endless stream of people who went to the store to buy, and many people even bought one box after another for convenience.

Rao Shiist has been prepared for a long time and allocated enough goods in advance to cope with the boom sales after the promotion, but there are still many places that are sold out.

For several days in a row, the phone of the sales company rang non-stop, Sun Yaoliang personally sat in the sales company to coordinate, and the marketing department was not idle.

The Spring Festival of 1991 was a good day because Chinese New Year's Eve happened to be Valentine's Day on February 14. From New Year's Day to Chinese New Year's Eve, in the middle of a month and a half, due to this promotion of Ste, the sales of Ste's beverage products have been increasing to a visible extent.

On the night of Chinese New Year's Eve, February 14, Sun Yaoliang, who was on duty at the sales company, couldn't believe his eyes when he looked at the sales amount that had been summarized.

In just one and a half months, the sales of very Coke alone reached an astonishing height of 55.56 million pieces, and based on the figure of 12 bottles of a Coke, it is 667 million bottles, and the sales exceeded 1 billion, which is simply stunning.

In 1990, the total population of the country was 1.143 billion, which means that in this month and a half, the very cola products sold by Lister are equivalent to more than one bottle for every two people in the country.

In addition to Very Coke, the sales of other carbonated beverage products of the company are also very gratifying, and even the sales of drinking water products that did not participate in the "One More Bottle" campaign this time have doubled.

As for Site's instant noodles and other food products in Nandu, scratch stickers were used in the promotion method to exchange for prizes, which also made the overall sales continue to increase.

Looking at this result, Sun Yaoliang didn't know what to say for a while, although he learned from the following branches that although there were many counterfeit bottle caps in the process of redeeming the prize, compared with these real sales growth and the rapid rise of the overall market share, the benefits of success are enough to make up for the losses caused by these.

Sun Yaoliang was worried about statistical errors, so he checked it again, and even called the main factory, including each branch, to confirm the number of shipments. After hanging up the phone, Sun Yaoliang looked at the dazzling numbers in front of him and was completely speechless for a while.