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265【Carbonated Drink War】

"The carbonated beverage market is on fire again, and the Four Kingdoms War will show who can win"!

This is the front page news headline of the Business Times in mid-October this year.

Although Jianlibao is not Coke, it is also a carbonated beverage. Pepsi offers cash discount channels for promotions, and the most anxious thing is not Coca-Cola and Coke, but Jianlibao!

The sales person in charge of Xikang Province who rushed back to the headquarters shouted at Li Jingwei: "Mr. Li, either channel cash rebate or increase channel discounts, the market in Xikang Province will be lost!"

"The company has no money, so it is impossible to get a cash rebate. Please increase the distribution discount ratio a little." Li Jingwei said helplessly.

Shi Yuzhu is having a headache because of the Giant Building, while Li Jingwei is also having a headache because of the Jianlibao Building.

In order to build the Jianlibao Building, Li Jingwei spent too much money and was no longer able to invest more in the market. Even if he did not fall out with the local government because of the construction of the building (thinking to relocate the headquarters), Jianlibao would be attacked by competitors and retreat step by step because of this building.

So, why are these entrepreneurs keen on building buildings?

Fudan, campus.

Song Weiyang was holding his mobile phone and listening to the report of Zhang Guodong, sales manager: "The specific content of PepsiCo's channel stimulus has been adjusted again. Not only do they sell cash rebates, the more they sell, the more they rebates, and they also add quarterly deductions between monthly deductions and annual deductions. The rebates for monthly deductions are fixed, and the proportion of quarterly deductions and annual deductions is increased. They also divide the market into off-season and peak season. For example, a dealer sells 500 pieces per quarter in the off-season, with a discount rebate of 2% and peak seasons of 1%. I roughly calculated that if a dealer sells 50,000 pieces of Coca-Cola throughout the year, the monthly deduction, quarterly deductions and annual deductions can be added together, and all of them can be paid in cash!"

"Follow up immediately and increase the dealer's discount rate, and set the maximum superimposed rebate to 10%! Of course, it is not cash, but goods deduction." Song Weiyang said.

"Okay, I'll do it right away, Mr. Yang thought so too." Zhang Guodong hung up the phone.

Song Weiyang's "key customers and 101 plan" cannot be fully deployed immediately, and he doesn't have the energy and doesn't have that much money. He can only choose big cities first, cities with factories and surrounding areas. The initial period of the entire plan is expected to be five years.

During this period, the dealer cannot be thrown away, and at most regional agents can be cancelled. Even if the new channel has been built, we cannot completely tell the dealer to break up, and we will have to coax it for the time being.

In the golden autumn of October, it is already the off-season for beverage sales, but the war in China's carbonated beverage market suddenly started to burn.

The core battlefield is not Beijing, Shanghai, Guangzhou and Shenzhen, nor any major city in North and South China, but Xifeng Company’s old home, Xikang Province (including mountain city).

After PepsiCola acquired Tianfu Cola in joint venture, it inherited the sales channels of Tianfu Cola, among which Xikang Province is the most complete, because Xikang Province is also the base of Tianfu Cola.

At the same time, Jianlibao has been entrenched in Xikang Province for eight years and is the leader of the carbonated beverage market in Xikang Province. Coca-Cola also has a filling factory in Chengdu and relies on state-owned channels to develop rapidly. Xifeng Company also attaches importance to the Xikang Province market, after all, the nest cannot be stolen.

What's going on now?

Very Coke, Pepsi is making efforts at the same time. While attacking Coca-Cola, it is more about competing with Jianlibao for the market. Who made Jianlibao firmly sit in the leading position in Xikang Province?

Yang Xin focused his elite sales and public relations team in Xikang Province. Within a month, he signed a direct supply contract with the top 20 supermarkets and shopping malls in the province, and set up a special counter for Coke, plus rebates, reward promotions and holiday promotions, and fought with the fierceness of selling one bottle and paying one bottle, quickly occupying the channels of top retail institutions.

Promotions make consumers actively buy, and the rebates make the shopping malls and supermarkets sell more, the more rebates they make. This leads to crazy shopping malls and supermarkets, and store clerks are crazy about selling very Coke and have largely reduced the purchase of other carbonated beverages.

Throughout the autumn, consumers in Xikang Province buy very coke in large shopping malls and supermarkets, and the retail price has dropped to 2 yuan. There is a high chance of getting another bottle, another bottle, and another bottle. For every bottle of very coke sold, the store can get a cumulative rebate of 5 to 20 cents. Note that this money is not operating income, but sales rebate!

The store distributes half of the rebates to the salesperson. Can the salesperson not actively promote it?

In some shopping malls and supermarkets, they simply put piles of Xifeng Coke at the door. The old ladies who came to buy eggs might be fooled to buy a few bottles of Coke!

Xifeng Company also crazily develops regional partners and cooperates with stores in major universities and middle schools. Dealers are also enthusiastic about selling goods under the stimulation of rebates and promotional activities. Some dealers and regional partners take the initiative to explore township markets and share rebates at all levels. Selling Coca-Cola is as crazy as pyramid schemes.

Pepsi's cash rebate strategy is also supported by dealers. Many Coca-Cola and Jianlibao dealers, even very Coke dealers, choose to switch to Pepsi's arms.

Although Jianlibao increased the rebate, he could not grab Pepsi's cash rebate and could not compete for the very loss-making promotion of Coke.

As for Coca-Cola, it is still "stand down" and has no reaction at all.

In just one month, the carbonated beverage market in Xikang Province changed drastically, with market shares: Nico Cola (28.2%), Pepsi Cola (25.7%), Jianlibao (20.5%), Coca-Cola (15.5%), Sprite (5.3%), Fanta (2.3%), Qixi (1.6%), Meinanda (0.7%), and other beverages (0.2%).

As for Coke's market share, it has become: very Coke (40.7%), Pepsi (36.9%), Coca-Cola (22.3%), and other beverages (less than 0.1%).

For those small and medium-sized carbonated beverage companies, Xikang Province has entered hell mode, with no living space at all, and has been squeezed to death by a large area.

The reporter of the Economic Daily wrote this article: "It is hard to imagine that this is the off-season for beverage sales. Coke, which costs 2.5 yuan per bottle in Beijing, may be available in Xikang Province for 1.8 yuan, and there is a chance to win several bottles of Coke in a row. In this carbonated beverage war, Xikang Province is the core battlefield, with Extreme Coke and Pepsi as the main battle sides, ranking first in the country, and the second Jianlibao and Coca-Cola become supporting roles..."

This is the power of the stimulation of cash channels. In history, Pepsi has been doing this for about three years and completely drove Jianlibao and Coca-Cola out of Xikang Province. At that time, if you wanted to buy a bottle of Coca-Cola in Xikang Province, you probably had to drive in the provincial capital Rongcheng for a few hours, because the dealers did not purchase goods, and of course there was no goods there.

It was not until Coca-Cola's headquarters replaced a new CEO and also replaced a new CEO in China that it slowly relied on the manufacturer's direct sales network.

As for Jianlibao, it has since disappeared in Xikang Province.

Xifeng doesn’t have that much money to stimulate cash rebates, so he can only carry out promotions and increase sales rebates. Then he cooperates with the advantage of fighting in the old nest and faces the challenge with a sales strategy that is barely losing money.

Xifeng seems to have won, and Coke accounts for 40.7% of the Coke market share in the province. But it is very dangerous. After all, you cannot carry out award-winning promotions for a long time, and holiday promotions are not coming every day. Only by waiting for the "important customers and 101 plan" to be basically realized in Xikang Province and the channels are sinking can you get rid of the threat of Pepsi.
Chapter completed!
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