Coca-Cola, the world's largest beverage company, in addition to the world's more valuable brand Coca-Cola, the other three of the world's top five beverages: Diet Coca-Cola, Sprite and Fanta are also Coca-Cola companies, such a boss company has let him Are you afraid? Who is he likely to be afraid of?
Coca-Cola will not be afraid of cola first, and any beverage brand called Coke, including “Cokeâ€, is not a problem. In the 20 years since Coca-Cola returned to the Chinese market, there have been more than a dozen "Coke" drinks in various places, which have disappeared silently, leaving only Coca-Cola in the third- and fourth-tier markets.
In the world of cola, Coca-Cola's status is very solid, which is not the result of tactical marketing efforts, but the status of the ancestors of Coke. Coca-Cola is the creator of Coke, the boss, representing authenticity and American value, which is not something that can be done with skill and money.
Is Coca-Cola afraid of producing Huiyuan from juice? It seems a bit, but it is not. The acquisition of Huiyuan by Coca-Cola is a strategic move to expand the juice market. It is to increase the non-cola market, and nothing more. The brown steamed cola is always the foundation of Coca-Cola. Even if the juice of the juice source is made of wind and water, it is impossible to throw all the cola into the juice. In addition, juice is a natural thing, not artificial, no specificity. No matter who does it, the juice will not be fixed to whom, Coca-Cola can still do, so, for the juice market (including water), Coca-Cola is free to move in and out, all depends on the strategic layout.
What Coca-Cola is afraid of is not the cola he is good at, nor the natural juice that anyone can do. It is a pure Chinese drink such as Wang Laoji herbal tea and Jiulong Zai Mei Tang, which is rooted in China's profound folk culture. Take Wang Laoji as an example. In 2006, the production and sales volume of Wanglaoji herbal tea exceeded 3.5 million tons, surpassing Coca-Cola and becoming the top soft drink in China. In 2007, sales reached an astonishing 5 billion yuan. In Guangdong, Zhejiang and other places, canned Wang Lao Ji herbal tea has become a preferred drink for wedding banquets and entertainment for relatives and friends. More meaningful data is that Wang Laoji herbal tea has a market share and penetration rate in Lingnan, and its data is similar to that of Coca-Cola in its home country in the United States.
Professionals infer that by 2010, the annual sales of herbal tea is expected to increase to 25 million tons, surpassing Coca-Cola's global sales, becoming the world's top big drink, the world's boss is close at hand!
History is strikingly similar. Coca-Cola renamed the syrup for treating colds as Coke, and went out of the pharmacy to become the king of the brand. This time, the myth of the brand of syrup changed to appear in China, the hometown of traditional Chinese medicine. His name is “Wang Lao Jiâ€!
Wang Laoji opened up a herbal tea category different from Coke, replacing Coca-Cola with herbal tea, thus replacing the market and pushing the overlord to the side and winning the development space.
This is not a storm and a duel, but a smokeless, gentle replacement!
On the strength, Wang Laoji does not know how many weights lower than Coca-Cola, but Wang Laoji has overshadowed Coca-Cola in many markets because Wang Laoji is competing in different roles. The appearance of Wang Laoji clearly divided the market of the king of beverages. Wang Laoji sold much more, and drinking Coca-Cola would be less, but Coca-Cola was anxious about it. There is no good way.
The "Wang Lao Ji"-style Chinese drink made Coca-Cola afraid.
In 2005, Coca-Cola re-acquisitioned the “Healthy Workshop†under the old name of “Tongzhitang†in Hong Kong, and quickly launched two herbal tea series, “Qingliangyuan†and “Beautiful Sourceâ€, in order to gain a share in the Chinese soft drink market and make up for it. The trend of carbonated drinks.
On October 17, 2007, the Coca-Cola Company launched a Chinese Medicine Research Center in Beijing and has a long-term cooperation with the Chinese Medical College to conduct research on herbal formulas for herbal beverages. Applebaum, vice president and head of development and management at Coca-Cola, said: "We hope that this research center will formulate health-care herbal drinks to promote Chinese ancient wisdom and culture.
It seems that Coca-Cola is really anxious and chaotic. If you want to wear your opponent's shoes to catch up with your opponent, such an effort is not going to succeed, just as Chinese Coca-Cola will not succeed in the world.
Wang Laoji belongs to China. The success of Wang Laoji is to grasp the strategic opportunity and aim at the success of the new category to be the boss!
After Wang Laoji, Beijing's traditional famous sour plum soup was sold as the old-fashioned Jiulong Zhai. In summer, it was clear and refreshing, and the winter was refreshing and refreshing. Sales continued to be optimistic. To be deeply rooted in China's category, to be the boss who has the final say, this is what makes Coca-Cola truly awe and fear.
When you are the boss of a certain category, you become more valuable and irreplaceable in the market. This advantage is innate, and whether your boss is big or small. This value shows great power both within and outside the industry:
First, in the industry, you are the boss, you are ahead. Wang Laoji is the boss of herbal tea. The competitive position and identity in herbal tea can not be compared with others;
Second, outside the industry, even if you are in an industry and your business is not so strong, as long as you are the boss, you become more competitive, you can appear as a substitute. At this time, the strength of the two sides becomes less important, and the mouse can challenge the elephant. Just like Wang Laoji can sit on the Coca-Cola market in an equal footing.
Only by using their own categories and making their own brands, Chinese companies can grow into important enterprises by making peer-to-peer and alternative competition with multinational companies. Wang Laoji and Jiulongzhai are the hopes of the national brand! It is the hope of Chinese brands going to the world!
China, the birthplace of the next round of world brands!
When the whole world is optimistic about China and become one of the more important superpowers, China's national brand has been historically magnified and highlighted, and the national brand has become a solid endorsement of corporate brands. Therefore, when Wang Laoji becomes China's best-selling beverage brand, it will surely go global with China's global status. Wang Laoji, an outstanding representative of Chinese traditional medicine health drinks, is expected to become a model for Chinese companies to create important brands.
The Chinese element, which represents opportunity and value, positioning and difference, means a larger market, a higher interest, and a more promising future. Local companies have to give great cherish and high attention to this.
Don't run behind the ass of multinational companies, do nationally unique categories, and be Chinese brands. These purely Chinese-born brands will surely go global with China's strength! Perhaps in the near future, the world will be big. The drink is called Wang Laoji because it comes from the world's former big country, China.
Chinese entrepreneurs, are you ready?
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