David Lu's father was a diplomat of Bush, and he followed his father to China since he was a child. Not only did he finish high school in China, he also worked as an educated youth in the countryside for a month. After returning to the city, he was arranged to work in a factory.

If you only listen to the sound, it is hard to guess that this is a Westerner because David Lu’s mouth full of Beijing movies.

Coca-Cola China headquarters.

David Lu held a newspaper and knocked on the door of the executive vice president and general manager's office: "Hey, Lao Chen, I think you should take a look at this."

"What's wrong?" Chen Qiwei, with yellow hair and dark skin, asked in English.

Chen Qiwei is from Guangdong Province, born in Hong Kong City, and studied in college in the United States. He can only speak Cantonese and English, and he can only understand David Lu's full-mouthed Beijing movies but cannot communicate.

David Lu sat on the chair, threw the newspaper over, and directly said, "Xifeng Company has launched Coke products, and the advertisements are very loud. Today, more than ten major newspapers across the country were published in full pages. I think Coca-Cola should pay enough attention."

"You're too careful," Chen Qiwei smiled, "We have only one competitor, that's Pepsi!"

David Lu shook his head and said, "Brother, although you are Chinese, you don't understand China. I have received Chinese G education and I know how terrible the patriotic spirit of Chinese people is. Now the Chinese market is full of patriotic slogans, beverages, home appliances, clothing, daily chemicals... almost everywhere in various fields, and they are doing well, and the media also helps to sing flags and shout. Do you know? Big companies such as ibm have been shocked by China Lenovo, and Lenovo computers are directly reduced to 50% for sale."

Chen Qiwei shrugged: "Cola is not a computer, and it doesn't have that much profit margin. A Chinese domestic Coke brand does not have the ability to challenge Coca-Cola. We just need to make our own products well. The top priority now is to adjust China's strategy from 3a to 3p. Do this well, everything is easy to say. Although you speak Mandarin better than me, you are still Westerners in your bones, and I am the real Chinese. I understand the things passed down by our ancestors better than you!"

Coca-Cola's 3P strategy, namely "everywhere, value for money, first of all, brand", is a step further than the 3A strategy in previous years.

As the executive vice president of China, Chen Qiwei has a higher level of consideration. He grasped the Chinese's admiration for foreign countries, continued to build the brand image of Coca-Cola, and then steadily built the channel. With this guy's efforts, China has become Coca-Cola's third largest market in the world this year, and has a great advantage over and overtaken Pepsi, which has taken the Tianfu Cola channel.

...

Coca-Cola and Pepsi were both invested and built factories in mainland China in 1981, and the company was a Sino-US joint venture. At that time, it was stipulated that foreign Cola was not allowed to be sold in mainland China, and could only be used for exporting foreign exchange earnings and supplying foreign guest shops.

After a full year of public relations, the Ministry of Commerce finally allowed the sale in the Beijing market, but was not allowed to be sold to other places. As a result, it only took a few months. Coca-Cola's promotion caused a rush to buy, newspapers and magazines severely criticized this, and the relevant leaders once again ordered: Coca-Cola is only allowed to be sold to foreigners, and a bottle is not allowed to be sold to Chinese people.

It was another year of public relations. Coca-Cola was finally allowed to be sold in the mainland Chinese market, but was blocked by local governments, on the grounds that Coca-Cola contains caffeine and does not meet hygiene standards is actually local protectionism, and she is afraid that local beverage companies will go bankrupt by Coca-Cola.

Coca-Cola immediately collected information on caffeine from more than 200 countries around the world. Public relations lobbled the Chinese government and said that the caffeine contained in tea was six times higher than that of Coke in the same concentration.

At this time, COFCO Group came forward and said that the raw pulp supplied by Coca-Cola only accounted for 4% of the cost. Those domestically sold Coke not only did not spend a penny of foreign exchange, but instead earned a lot of foreign exchange in foreign guest stores.

For foreign exchange, Coca-Cola is allowed to sell domestically, but cannot advertise on TV.

In 1986, the Queen of England visited China, and BBC made a related documentary. CCTV wanted to buy this film to play but had no money. So CCTV asked Coca-Cola to borrow 200,000 yuan in sponsorship fees, and the return was to play Coca-Cola advertisements before and after the documentary. This was equivalent to Coca-Cola's profit in China for one year. The two sides reached a cooperation, and foreign Cola finally appeared on TV in mainland China.

In summary, Coca-Cola can grow and grow in China because of four words: poor people and short ambitions!

The country is poor, so that Coca-Cola is allowed to sell domestically for foreign exchange; CCTV is poor, so that Coca-Cola is helped to advertise for funds.

Pepsi has been following Coca-Cola's butt: You conquer the city, I will follow you to drink soup.

Throughout the 1980s, foreign cola was a luxury product because it was too expensive and sold for more than three times that of local beverages. Most of the time, they were equivalent to gifts, such as having a wife gave birth to a child, buying two bottles of foreign cola for a nurse, and the nurse immediately became extremely active.

So in the early 1990s, Coca-Cola adopted the "3a strategy" in China, that is, let customers "buy, afford, and be willing to buy". To put it bluntly, it is "crazy distribution, stable prices, and advertising promotions."

Pepsi said that Coca-Cola is my brother, and I will do whatever he does, and follow Coca-Cola and run with him.

...

Different positions have different perspectives.

David Lu is not the executive vice president. He only sees the present and cannot see longer-term market development. However, this does not mean that he is wrong, because the very Coke propaganda offensive is too fierce.

Back at his office, David Lu asked his men to buy a bottle of very Coke, but his men bought a box of tapes.

"This is Dou Wei's new album "Sunny Sky"," said his subordinate.

"Sunny Sky" originally included only 11 songs, but at the strong request of Xifeng Company, a very Coke theme song was suddenly added, and He Yong and Zhang Chu were invited to record it together.

Dou Wei was very unhappy about this, but for the sake of money, he still compromised. After all, he had not yet achieved enlightenment and became an immortal at this time.

Not only that, Xifeng also cooperated with Mo Yan Company to sponsor 3 million yuan to help the three heroes of Mo Yan to launch a national tour. The ticket income was not a cent, and only three singers were asked to drink Coke at the concert and said: "We Chinese people's own Coke, very Coke, awesome!"

David Lu put the tape on the radio, listened with his feet shaking for more than ten minutes, and said with a smile: "Dou Wei's rock is very interesting... By the way, which song do you want me to listen to?"

The subordinate said: "B side, the last song."

"This is Tianfu Coke. The recipe is probably leaked." David Lu drank the very Coke he just bought, while flipping the tape over and fast forwarding, and soon heard the song.

"Very Coke, Chinese Dream, Chinese Heart!"

"Where is the world full of flowers? If it really exists, I will definitely go. I want to stand on the highest mountain there, not care whether it is a cliff or not. Live hard and love even if you are heartless, don't ask anyone to be satisfied as long as you are worthy of yourself. I never choose to give up on ideals, even in dirt days. Maybe I don't have talent, but I have the naivety of dreams, and I will prove my life with my life. Maybe my hands are stupid, but I am willing to keep exploring and give all my youth without regrets. Run forward! Facing cold eyes and ridicule, how can I feel the vastness of life without going through hardships? Fate cannot make us kneel down and beg for mercy, even if blood is sprinkled in our arms..."

"puff!"

David Lu squirted out a mouthful of Coke and said in surprise: "This song is very good, young people must like it."

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Chapter completed!