Text | CBN reporter Hui Fang Lu Qiongqiong Fengyi Meng Zan mapping
| Chen Yang
If so, Pepsi, Coca-Cola two companies 1.3 billion Chinese people really want everyone to try on more than a few bottles of Coke. This is not a joke, Beginning in 2009, these two diametrically opposed in the global market has more than 110 years of food and beverage companies to bet to China, Coca-Cola and Pepsi hope that in 3 years time were put into 20 billion dollars and 3.5 billion to expand the emerging .55 billion market! average, every Chinese person can drink 5 large bottles.
Coca-Cola and Pepsi were the generous investment of its full-year net profit in 2009 nearly 1 / 3 and one half, they are the brilliant in the United States decades ago during the repeat of the competitive scene to move to China.
most of the companies invested in will be used to build a new factory, some factories have been coming on stream. Throughout 2009, PepsiCo added 3 home bottling plant, one of which opened in Jiangxi Province, for the consolidation of bases, while the other two were set up in Sichuan. Coca-Cola in Jiangxi, Xinjiang, 3 new factories in Wuhan.
some overtake each other, the 2009 In Coca-Cola bottling plants in China, the total number of 39, the number of Pepsi's bottling plants to 22. the new bottling plant in the plan is not over yet. PepsiCo plans to Kunming, Zhengzhou, Lanzhou new bottling plant. The Coca-Cola China, Director of Public Affairs and Communications, said Zhao Yan had the red end of 2009, Coca-Cola the next three years will strengthen the distribution system, strengthen marketing, and enhance product development in the local innovation capacity.
another part of this investment is reflected in the staff began to absorb, channel and marketing aspects of laying. a group of internal and published data from the Coca-Cola is very alarming. The company last year in China, added nearly 3,000 sales personnel, 290,000 points of sale and 146,000 units cold drink equipment. through the establishment and operation of new plants, the company raised more regional coverage and channels development, went on to seize or snatch from a new market competitors. In addition to carbonated beverages, the company is also emphasis added fruit juice and other new product development and production inputs. The January 2010 Nielsen released the , or 37%.
At the same time, the two companies in China launched a massive recruitment. worry-free recruitment website in the future, and their recruitment positions from sales representative to regional sales director, from the filling production line operatives to the quality assurance staff, production supervisors, from the storage administrator, delivery drivers to transport dispatcher, the demand for expansion of staff to the production, marketing, storage and logistics of all aspects of the jobs the companies have long nearly 20 pages.
the largest number of jobs is a recruitment agent, that is, sales to end-m Distribution of the implementation of the marketing strategy, sales of terminal products, and ultimately to achieve through them. Similarly, Pepsi and Coca Cola vs. a sense depends on their agent's performance in the terminal market. their respective companies, like busy worker ants in the colony, visiting the terminal stores, take orders, writing performance reports, every day has standard workflow.
China is a huge market, the current per capita consumption of Coca-Cola products each year the number is 28 bottles, but in the east and west of the amount of per capita consumption, there are still significant differences, with the second and third tier cities urban and remote areas also have significant differences. Therefore, the Coca-Cola has increased its investment in the Midwest and remote areas. the same market opportunities put in front of Pepsi.
consultants in the food industry, Chen Chen, chief researcher of the Weekly upgrade, the development potential of central and western regions is relatively large. Although both Pepsi and Coca-Cola distribution in the Midwest, but the future would like to further expand the market, the region remains the focus of the two to seize.
in the past 30 years competition, will fight to remove the first line of the city, a tacit agreement the two beverage giants seem to have divided up a number of second and third line camel market and some regional and even by the sole guard. any multinational companies to enter China before the beginning of the selective expansion will focus on regional markets , then covered the whole country. A similar situation also occurred in retail trade, foreign retail giants Carrefour and Wal-Mart is doing, Carrefour first occupied the east, and then into the Wal-Mart chose to start from the southern Guangdong Province, this pattern was gradually developed into a province about the situation of a shop, but with the expansion of the scale, the competition focused on more frequent exchange of fire.
first-mover advantage in China, Coca-Cola has a first-tier cities in the more obvious advantages. Pepsi Beijing, a channel manager told the 6.
Pepsi to enter the Chinese market, in addition to the laying of channels in the first-tier cities, while more sights on the second and third tier cities, first occupied part of the Coca-Cola's market had not yet settled.
two companies competitive start the upgrade. They market and sell in the market means no one has any unique offerings on the Cheats. this time, who is more willing to invest, who perform better, who is likely to get more opportunities.
Coca-Cola began Some bases in China, Pepsi launched a frontal attack In 2009, Pepsi has entered its 22 years has established a new factory in Jiangxi, with only one rival in the factory across the street. The two began to meet the company's sales in the surrounding area County small convenience store, both sides want their freezers there, and use various incentives to maintain the loyalty of traditional channels.
this attack and counter-attack on the battle between the have never been so intense. < br> a positive impact on the face of Coca-Cola, in addition to invest and build factories to continue to consolidate dominate the market, Pepsi is also trying to recover lost territory. Sichuan had been Pepsi territory, in 2001, funded by the representative of Sichuan Pepsi led the opposition to concentrate price increases, The two sides in court, and eventually discontinued in Sichuan Pepsi. Coca-Cola to seize the opportunity to win the channels in Chengdu and other cities, and reach deep into the rural market three or four lines. Last year, Pepsi crashed in the year of production bases built Pixian new plant. However, according to Nielsen in August 2009 market share data, in Chengdu, carbonated drinks Coca-Cola has been occupied 55.4% of the share. in Sichuan, Pepsi Cola encountered the situation facing in Jiangxi.
the company began to Expand to the offensive attitude, and in Coca-Cola are good at field restaurant chain and continuous air channel attack.
2009 year, PepsiCo announced that Ajisen Ramen and signed a four-year cooperation agreement, a variety of Pepsi's beverage products official in the country 350 Ajisen restaurant sales.
This is not the first time Pepsi Coca-Cola from the hands of good food sources away large customers. both in the field of competition is increasingly fierce .2007, 5 together with the Coca-Cola defection in the fast-food chain Dicos Pepsi. coupled to Yoshinoya for Pepsi, KFC and Pizza Hut and other large restaurant chain, the company's influence in the food channel is also growing. In order to balance with the Coca-Cola, it continues to find opponents weaknesses.
and expressed their willingness to products and services it provides stores. The city has a channel edge in the field of Coca-Cola, the real effort on this scale is also not real big customer, and Pepsi to treat it as a competition for the object of covert observation.
Finally, this continuing stores were 30 and 21. With these stores, Pepsi's sales channels have also been expanded.
unified country by Coca-Cola over the air channels, Pepsi has also been torn by a crack.
2009 年Oct. 13, Pepsi announced Hainan Airlines signed a 3-year national contract of sale. As China's fourth largest airline, Hainan Airlines will put its coverage of the Pepsi products into China, Asia, Europe, the Americas and Africa, 500 domestic and international routes. However, there is still Coca-Cola to maintain an absolute advantage in this area, it is with Air China, China Eastern, China Southern Airlines, Shanghai Airlines, Xiamen Airlines have signed a supply agreement.
high degree of homogeneity of products , so that the two companies pay more attention to brand building and marketing to distinguish between each other.
Coca-Cola is an official sponsor of the World Cup in South Africa. For sports marketing, Coca-Cola has a famous saying: , stationary, we will brush the Coca-Cola. Coca-Cola is close to the people playing cards, well-known stars of African Boo Lok (Baruti) after drinking a bottle of Coca-Cola soft drinks, along with the music issued a unique br> Macy hit the tree collapsed, Kaka pass is not in place, Henry hh kicked an own goal to do a lot of fans will remember this Pepsi TV ad, even though it seems a little bit, But many people still remember the piece of six football star topless, body painting paintings, rose shouting the poster. have the opportunity to eat at KFC provided by Pepsi Cup star, refrigerator. go to the supermarket and the small shop to buy Pepsi-Cola , hidden under the cap of the team name and the title character is also suggestive of consumers to buy. from the media to the point of sale terminals, Pepsi go all out.
population density, the higher spending power will always be two-tier cities the company contested, while the supermarkets are first-tier cities in the two companies one of the most competitive sources.
the World Cup has not started, Pepsi in Beijing Wanda Plaza, Wal-Mart supermarkets doing Well, quite unique Duitou World Cup, four double-door freezer Pepsi Standees the four corners of a rectangular form, in addition to the front, the facade of the three freezers were painted with the same star posters cover the screen. Coca-Cola slip in a row at the entrance to Wal-Mart opened eight red Coca-Cola freezer, although no specific shape, but each freezer products by category neatly placed together, occupy the favorable terrain.
large in Pepsi China region (beverages), vice president of marketing director of the Shanghai office of a flood on the table, placed his collection of Coke from around the world products, and they are all from old rival Coca-Cola. This company has been hope that more younger than rivals position, with the opponent, segment. Dong Hung and his team in this often to study after 80 and 90 are thinking. Last year, the company spent billion yuan has launched the non-carbonated beverages PepsiCo rivals lagging behind more, it hopes to take advantage of Coca-Cola transformation of the machine, to further increase their own in the carbonated drinks market competitiveness. As of 2009, Pepsi's market share of carbonated drinks from 5 to 14 years % to 20%, Coca-Cola slightly increased from 38.5% to 38.9%.
Chen Chen analysts believe that the investment adviser, from the current situation, the Pepsi carbonated beverage in increasing the intensity of investment, and Coca-Cola to focus more on on non-carbonated beverage market inputs.
Currently, non-carbonated beverage market, Coca-Cola Minute Maid juice drink that has become the largest selling brand of the market In 2009 March, Coca-Cola invested 90 million U.S. dollars to establish the new headquarters in China and the global R & D center was officially opened. In support of technology R & D Center, the Coca-Cola introduced Sprite in China this year different from the previous tea, carbonated drinks such as new product concepts.
PepsiCo's certainly no sign of weakness, it May this year, announced plans in China, New 10-12 carbonated drinks, non-carbonated beverages and snack food production plants, as well as China's huge market space is also sufficient. Of course, who want to win this market, discerning consumers, which have to pay more than another company.
Coca-Cola Global Innovation R & D centers and technology centers
Time was established in March 2009 Venue Shanghai
status
world's second largest Coca-Cola Center for Innovation and Technology invested $ 90,000,000
content
development of new products, new packaging and new processing technologies
Pepsi China R & D Center
time in March 2006 established the status of Pepsi
Location Shanghai
the only one outside the U.S. investment in R & D center
-
R & D content of soft drinks, snacks
New Pepsi by Drink Pepsi bottling plant
(Nanchang) Co., Ltd.
Time: February 24, 2009 (foundation)
Location: Economic Development Zone, Nanchang, Jiangxi
small blue building area: about 2 million square m
Production capacity: 180,000 tons
products: all kinds of Pepsi's bottling plant in Chongqing Pepsi drinks
Time: June 26, 2009 (production)
Location: Chongqing Yubei Agriculture Park
Building Area: 25,000 square meters
Production capacity: 13 million tons, with four modern production lines, is the global market Pepsi factory
most technologically advanced products include: Pepsi-Cola , Seven-up, including the U.S. carbonated soft drinks in
Chengdu Pepsi (Beverages) Ltd.
Time: August 2009 (production)
Location: Chengdu Pi county rhino building area Dipu Town
: production capacity of 66 thousand square meters
: with three advanced production lines
beverage products: Pepsi, Seven-the United States and other
years of Nanchang Pepsi bottling plant and fruit juice production line
Time: 2010 January (foundation)
Location: Economic Development Zone, Nanchang, Jiangxi little blue
investment: $ 14,000,000
Production capacity: 13 million tons of coke, juice, 50,000 tons
products: fruit juice < br> Coca-Cola bottling plant
New COFCO Coca-Cola Beverages (Jiangxi) Co., Ltd.
Time: June 23, 2009 (production)
Location: Economic Development Zone, Nanchang, Jiangxi
investment in small blue : 250 million yuan
Building Area: 148,000 square meters
production capacity: There are two gas drink production line, annual output of 120,000 tons
products: some carbonated drinks
COFCO Coca-Cola Beverages
(Xinjiang) Co., Ltd.
Time: June 24, 2009 (production)
Location: Urumqi, Xinjiang
Building Area: 23,000 square meters
production capacity: 20 tons, a total of has two production lines, free drinks and carbonated beverage gas each one
products: carbonated beverages
COFCO Coca-Cola Beverages
(Inner Mongolia) Co., Ltd.
Time: June 30, 2009 (foundation)
Location: Inner Mongolia Hohhot
investment: 132 million yuan
Building Area: 139,000 square meters
Production capacity: 150,000 tons
products: carbonated drinks, etc.
Coca-Cola bottling commercial production
(Wuhan) Co., Ltd.
Time: October 16, 2009 (production)
Location: Wuhan, Hubei
investment: 600 million yuan
production capacity: with four beverage aseptic filling line, there are two production lines in use, with an annual 27 million tons
products: non-carbonated beverage production base in Sanshui, Foshan
Coca-Cola Time: 2009 11 26 (foundation)
Location: Guangdong Foshan Sanshui
investment: an investment of about 600 million yuan
Building Area: 136,000 square meters
production capacity: 400,000 tons
Product: non-carbonated beverages
Swire Coca-Cola Beverage Co., Ltd.
Luohe Time: March 31, 2010 (foundation)
Location: Henan Luohe
Investment: Total investment 900 million yuan, the first phase
3.8 billion investment in building area: 216,000 m2
production capacity: a capacity of 36 million tons, the total capacity of 600,000 tons
project products include: Coca-Cola, Coke Zero, Sprite, Fanta drinks , tea pure water and other materials and products
Note: The 2009 Coca-Cola bottling plants in China, the total number of 39, the number of Pepsi's bottling plants to 22.
Jinxian
red and confrontation Blue Jinxian this contest has spread to the remote town in Jiangxi Province in tuck shops, where the beverage giant will be two international competition in the Chinese market a new starting point.
text | CBN reporter Zan Hui Fang
come this summer Before Jinxian near Nanchang, Jiangxi Province, many small grocery store owner who suffered a Pepsi salesman unprecedented enthusiasm. as long as they agreed to put in their own store in the freezer Pepsi, the other side of the freezer to free 1,000 deposit. If this is also difficult, Pepsi has agreed to sending two boxes of fruit color. not many shop owners to resist the temptation, not to mention that they have never come across a good thing.
watching trucks full of Pepsi walking in into the freezer Yin streets, stopping to those not yet equipped with a small shop Pepsi unloading freezer freezer, the main business of Coca-Cola Jinxian Ren Wangxin eagerly looking forward to their own freezer can be quickly sent. Coca-Cola in 2010 increased the freezer purchases, but the freezer ship suppliers to keep up with the speed.
cold drink equipment delivery is the major beverage manufacturers an important means to strengthen channel construction. Every year in March to June is the best time to put in the freezer, beverage manufacturers do everything possible to increase the distribution's own freezer, so as to in the hot summer arrives, allow consumers to enjoy the temperature kept at 4 ℃, taste the best products, and thus boost sales.
known that in order to create a brush of the county, Only 1 hour drive from Nanchang. Jinxian 21 townships under the jurisdiction of a total population of 75 million. Although it is located in Jiangxi cultural revolution and the birthplace of the red, but this did not prevent the locals love this exotic drink, they was the first exposure to Pepsi has invested in 200 Jinxian freezer, but until this month, Pepsi put in the freezer Jinxian total of only 130. This figure also exceeded the Coca-Cola was put in the freezer in the total number of Jinxian, Wang Xincheng suffering from tremendous competitive pressure from rivals.
this pressure a long time, but has never been so powerful. Pepsi's sudden acceleration is more of a reaction under pressure. A year ago, the Jiangxi market The shop owners can not imagine that Pepsi will become so gracious. The company plant in 1988 came to Nanchang, Jiangxi cover the whole market. In 22 years this has been in operation for the starting market, Pepsi has become the largest local sales carbonated beverages.
However, Coca-Cola to the In 2009, it also voted to build the factory in Nanchang, and Pepsi's new plant just across an asphalt road. Coca-Cola and Pepsi sales increasingly frequently meet in a small The grocery stores in the m they want to stay home freezer.
first-mover advantage in China, Coca-Cola has a first-tier cities in the more obvious advantages. and Pepsi entered, in addition to the laying of channels in the first-tier cities, while also more sights on the second and third tier cities, first occupied part of the Coca-Cola's market had not yet settled in Jiangxi is one of the m.
plant than the opponent 21 years later, in Jiangxi market, Coca-Cola to face was a tough battle.
Pepsi seen everywhere here. to sell a bottle of Coca-Cola, Pepsi only sold in some places.
Jiangxi four lines into the market, Pepsi has also been for many years, the county has long been covered on the outside of the township. Jinxian driving the city near a major traffic artery on from time to time there will be signs along the road Pepsi logo printed on the restaurants, cafes, grocery stores. Even the director of the Jiangxi branch Xiao-Cola can not help but sigh in depth of competitors.
However, this situation is changing. streets, the big red Coca-Cola signs increasing, more and more Coca-Cola appeared in a small shop, and even in some stores where they occupy the best location on the shelf. the majority, but the choice of Coca-Cola who is also gradually increasing. and Pepsi are selling the only cola, Coca-Cola Coke there in addition to Sprite, orange fruit, new fruit out selling milk also can be excellent. individual owner of a small supermarket feel quietly changing the market.
before coming to the factory, Jiangxi Hunan market Coca-Cola must be made through distribution, which caused no lower logistics costs, but also hindered its competition with Pepsi. Nanchang factory started production in 2009 to solve the problem of the supply of Coca-Cola in Jiangxi Province.
COFCO Coca-Cola Group, stationed in Hunan, is also responsible for Hunan, Jiangxi, Guizhou, Miao Liu, general manager of the three told the 2003 to 2009, Coca-Cola sales and income in Jiangxi continued double-digit growth, the market itself for the development of Jiangxi Province and the potential for future development needs, Coca-Cola plant in Jiangxi time 5 years earlier than expected.
Coca-Cola in the past the focus of channel development in Jiangxi Province in the modern channels (hypermarkets), schools and Internet cafes, and more geographically focused on the Nanchang such a market. Nanchang factory, the Jiangxi Province has adequate supply, Coca-Cola began to increase sales staff, further deployment of the traditional channels of tuck shops, they now aim to market m in Jiangxi, where three or four lines has been a Pepsi site.
offensive shown Coca-Cola to Pepsi in time for the Coca-Cola bottling plant has not yet formally Nanchang put into operation before the relocation decision to expand the factory in Nanchang. The new plant with the Coca-Cola factory in Nanchang Economic Development Zone, with the little blue, just across a road between, upon completion, will produce various types of PepsiCo's beverage, the annual output 13 million tons, The Coca-Cola factory in Nanchang There are two gas drink production line.
Coca-Cola and Pepsi began execution on the terminal market in the trial of strength.
, Competition in the market is such a capability. can only think of other ways.
prefer he has the potential to put in freezer stores, such as intersections and some key lines in input costs, making Coca-Cola image of the store. special circumstances, Wang Xin also be based on market competition, difficulty running, point of sale application status freezer deposit a certain percentage of relief. These stores are often dominant position, in the past had good sales volume.
deposit and Pepsi in the freezer to ensure that the same premise, Wang Xin signed with the owner contract, will be the location of the other stores and sales capabilities, the cost of providing the appropriate support. In some period of time, for a given product can also provide tie-in promotions.
According to , in May, some stores in Nanchang, the cost of providing support to Pepsi-Cola is a colorful fruit boxes, and two cases of Coca-Cola is the fruit orange. fruit orange fruit was higher than the original purchase price of colorful, down conversion, Coca-Cola Pepsi to higher costs nearly 30 dollars. such support, the store owner is very convincing. Coca-Cola into the field in Nanchang, the high costs, is recognized as the local industry.
Jiangxi market, the gap between Coca Cola and Pepsi more reflected in the third and fourth level market, Pepsi began to enter the 2002 Coca-Cola is involved in this market before starting construction.
for the county, township, town, market development, usually dependent on the local distribution and distributors, how to more efficiently develop third and fourth level market for many years in P & G LIU Miao decided to build a model of cooperation with dealers P & G m to a larger area to a distributor, and to provide full support.
Coca-Cola as the sole distributor Jinxian, Wang Jin-commerce in Jiangxi Province Jinxian feeder (hereinafter referred to as the feeder) is selected first pilot Coca-Cola.
the past, Coca-Cola offices in Jinxian not only a business representative, the cooperation between Coca-Cola set up an office here, in addition to their sales both increased, but also to help the recruitment of four feeder sales, and pay for their wages. New recruit an experienced salesman training them Coca-Cola salesman; addition to sales, training along with the boss, Coca-Cola is king into the provided information on staff evaluation, incentives proposal, hoping that he can absorb the Coca-Cola team management experience, operational staff to upgrade their ability to sell the team.
Wang Jin simple in office have a free desktop Coca-Cola, for helping him set up the computer management data system, an employee is entered, sales data entry. office opposite the warehouse, Coke, Sprite, orange fruit drinks such as Coca-Cola unit of production by product category and date to be neatly stacked. In the past, how much money Coca-Cola hit send feeder number of goods, now Coca-Cola generated based on the number of orders it to calculate the daily sales of each product to ensure the 7-9 days of inventory, and once a week to send the goods. FMCG cash flow needs, Coca-Cola is king into matchmaking with the bank, to his provide proof of operating conditions, helping them small amounts of short-term loans.
The relationship is not very good, to an effort to become their new customers. you want to activate some stores to take the offer into a box to send two or three bottles of the promotion. Through these methods, Coca-Cola products in 2009 successfully put into number of stores, and even won a few advantages of Pepsi outlets.
in Beijing, Shanghai, staged as a promotional war is not missing here. lid promotion, is the preferred beverage manufacturers in recent years, promotions, You have to admit that consumers like to with the latter's market share is about 3:1 or 2:1 ratio, Wang Jin believes that the sale of Coca-Cola 1.25L slightly better than Pepsi.
county is the key, but also to expand rural market. Wang Jin began to find the right towns distributors, to achieve cooperation in the new year, there were 11. 21 townships under the jurisdiction of the Jinxian, in addition to a very poor area of individual, Coca-Cola products have been able to reach In 2009 Coca-Cola sales growth in 75 Jinxian % sales to 17 million cases, only 30,000 less than the Pepsi box.
planned to put the end of 2010 Coca-Cola in the freezer Jinxian the end of 2009 than the total number increased by 3 times. This number can ease the anxiety of inner Wang Xin . In this battle of red and blue, he hopes to keep up with the pace of rival Pepsi.
contact the editor: liyang@1cbn.com
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