Wealth

[======Hand fight=====] A large number of senior executives in the beverage industry have been fired, which still has a certain impact on Fan’s investment. It’s nothing but the confidence in the market and the media’s attitude towards this. The reaction to things was more intense.

For the media, this matter has a great impact. Even many media analysts believe that Fan Investment Group will probably withdraw from the beverage market. However, considering the entire Fan Investment Group’s share of the beverage market and The profit margin does not look like this.

Since this market has very stable income, and the income is still very generous, why did Fan Wuyao make such a move to self-destruct the Great Wall? Could it be said that the most important thing in the 21st century is not talents? !

In response to the heated discussions in newspapers and magazines and on the Internet, Fan Wubing did not directly answer, nor did he allow his subordinates to answer this question directly. In fact, in Fan Wubing's view, any round of hype is for his next move. The best way to warm up, this publicity effect is much better than investing hundreds of millions of dollars in advertising. The dealers who Fan Wubing first went to appease.

In late March, major distributors from all over the country received invitations from local branch companies to participate in the video conference organized by the company, and explained that the company’s senior executives will announce major initiatives to implement them, and they will provide long-term cooperation with large distributors. Shang Lun brings huge profits.

After receiving this news, the distributors are very excited. The cooperation between the distributors and Fan Investment Group has been very smooth, and the harvest from this aspect is also very generous. Therefore, this time the top level of the beverage industry After a large number of dismissal of management personnel occurred, everyone felt quite at a loss, wondering whether future cooperation can continue?

But at this time, Fan Investment Group suddenly wants to engage in a large-scale video conference and will announce major measures. This shows that Fan Investment Group did not make the above move because of the launch of the beverage industry, but it is possible. There will be a very influential event that will happen, and this event will have a great impact on the entire industry.

The media was also very sensitive to the conspiracy of this meeting, and therefore tried every means to participate. However, Fan Investment Group’s restrictions on this are very strict, and it is not that the invited distributors themselves cannot participate in this meeting. In this way, the media immediately went to dig out the news with great efforts, trying to achieve the purpose of spying on this intelligence by buying dealers.

Immediately, the Fan Investment Group privately disseminated the news that once it was discovered that the distributor had leaked the collegial information, the cooperation would be suspended. In the future, the distributor and related persons would not be able to obtain any cooperation opportunities from the Fan Investment Group.

After the news spread, the media immediately became uproar and condemned Meng. The Investment Group did not respect the media so strictly, and said that the media's right to know should not be trampled.

There was an uproar among the folks, but the top executives of Fan's Investment Group were extremely happy, especially at this time Fan Wuyao was discussing with the top executives about the recent work arrangements, while talking about work, while letting everyone drink Coke.

"Don't we have our own drinks, why drink Coca-Cola?" Davis said to Fan Wuyao while drinking Coke. Which bottling plant produced this?"

Davis is an authentic American. He grew up drinking Coke. He naturally has an innate advantage in tasting Coca-Cola. He immediately discovered the difference. He felt that the Coke he drank today was very refreshing and refreshing, so he was very refreshing. Naturally," this question was asked. After his reminder, everyone picked up the cup next to them and took a few sips, and they all said it seemed good.

When Fan Wubing saw this, he smiled and said, "Well, this is probably a water quality issue. Next, we will enter into the discussion of substantive issues, which is the main content of this dealer meeting."

"Boss, what activities did you arrange?" Everyone felt a little curious. Recently, the media have reported on the matter but to no avail. The senior officials did not get the slightest word from Fan Wuyi. They couldn't help but be surprised. I don't know Fan Wu. What kind of medicine is sold in this gourd? "I'm going to make Coke one by one, what you drink now is one by one," Fu replied with a smile. "Ah?! No way." Everyone was shocked, with skeptical expressions on their faces.

Although everyone knows that Mang is a disease-free and powerful, but this kind of thing has not been done for a hundred years. How can Fan-Zhou be able to say that he can do it? Isn't this what he deliberately made to trick everyone? Could it be said that this year's April Fools' Day has been raised?

Everyone looked at each other, and some people tried the taste of Coke again, but they didn't taste any different feelings. 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 something?" Fan Wubing said indifferently. "Although I don't know the formula of Coca-Cola, this time I will launch this product at the dealer conference. Let everyone think about it, what name should I name?"

Davis was still a little bit disbelieved. He immediately asked someone to get Coca-Cola, unscrewed it and drank two sips, and then felt the Coke that Fan Wuyi took over. After comparing it for a while, he came to a conclusion. The deflated, disease-free Coke has the same style as Coca-Cola, but the taste is better.

"Actually, it's not that there is any difference in taste, it just feels better." Davis stroked his hair with some distress, and it was difficult to think of how Fan Wubing did this for a while.

In fact, on the basis of the original ingredients, Fan Wubing added several Chinese patent medicine extracts, which created the refreshing and nourishing effects, causing the cola to undergo subtle changes in nature, and this change manifested The feeling that comes out is an indescribable pleasure. "How do you say? It feels like a first kiss?" Davis reluctantly found an adjective.

When he said this, he immediately received a wide range of responses. Everyone thought that this description was very appropriate, but it might as well be used in advertising. A group of people are even considering who should be the image spokesperson. Regarding the question of the name, everyone didn't think much about it, and it became FANsL, Fan Coke.

In fact, before this, the domestic Super Coca-Cola or Tianfu Coke and others have had many markets, especially Super Coca-Cola. They just ate a piece of cake from the carbonated beverage market monopolized by Cocoa-Cola. It's not easy.

The year before last, after more than ten years of training, Wahaha felt that it was already well equipped to compete with the world’s major brands. After more than two years of careful research and development, Wahaha launched its own Coke. Wahaha is a very coke. Since it was put into production, Very Coke has sprung up. The annual production and sales have exceeded tens of thousands of tons. It has formed a tripartite trend with Coca-Cola and Pepsi, breaking the "Very Coke, must die" and "Very Coke, very ridiculous" when it was launched on the market. The prophecy also broke the myth of the invincibility of Coca-Cola. Very Coke’s current annual sales volume is about 2 billion yuan, and it can be regarded as a sudden emergence in the domestic carbonated beverage market.

However, Meng, Wuyi always believes that the positioning of Very Coke has always been to play the patriotic card and emphasize localization. This kind of propaganda strategy is a little bit punky, and whether you admit it or not, the psychology of Chinese people is generally better than that of foreign products. Goods, but some are very strong and show foreigners and foreigners, and some are only subconsciously. Although the taste of very cola is not much worse than Coca-Cola and Pepsi, people just like to drink Coca-Cola and Pepsi. , But disdain for Very Coke, and Very Coke’s sales direction is mainly based on the rural market, and few people in big cities care about it.

In addition to the picture, people subconsciously think that drinking foreign cola is more fashionable than the local cola, and more importantly, the positioning of very cola has a big problem, because the consumer group of cola is young people, and For young people nowadays, fashion, personality, and self are the views that are most acceptable to young people, but from this point of view, it's really a bit of a bit of cola.

In fact, for most people, Coke is just a carbonated drink, without much culture itself. But why is it also an extremely common carbonated drink, and some consumers only drink Tasty and Pepsi instead of very Coke? The key to this problem lies in the fact that Coca-Cola and Pepsi have been in the process of market cultivation and competition for more than a hundred years. Both types of cola are very consistent in positioning their core target consumer groups on the young generation who subverts traditions and expresses their individuality. It spares no effort to spread sports and pop music, two of the favorite things of young people, as the carrier of cola culture, and bind its brand and consumers tightly through these two carriers.

This kind of publicity has given Coca-Cola and Pepsi an extremely rich connotation beyond the products ~www.wuxiaspot.com~ has given them vitality, young, fashionable, and vibrant images. These connotations and images are actually for the youth groups in mainland China. Appropriate performance of cultural preferences is an outstanding performance of Coca-Cola and Pepsi's cultural marketing.

Fan Wubing and other senior executives agreed that if you 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 your product market share, you have to do something ingenious. . At the very least, it is necessary to imitate Coca-Cola's advertising strategy, but also to have its own unique behavior.

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