In the 1920s, that is, during the Republic of China, when Coca-Cola first entered China, the situation was unexpected. At first, Coca-Cola was translated into "Biting Wax", which was daunting, but after it was changed to a cheerful and catchy new name "Coca-Cola", it quickly opened up the China market.
How popular is this dark brown carbonated drink? In the year before it withdrew from the China market (1948), the annual sales volume of Coca-Cola in Shanghai exceeded1100,000 cases, second only to the United States.
From 65438 to 0979, China and the United States established diplomatic relations, and Coca-Cola returned to China again, becoming the first foreign company to enter New China. Three years later, Pepsi followed.
Two "Cora" joined forces to attack the city and plunder the village. By 1986, they have built 18 production lines in the mainland; The total output of 1988 is more than double that of similar beverages in China.
The strength of the giants has put tremendous pressure on domestic beverages. For example, Qingdao Laoshan Coke once occupied 20% of the national market share in the 1980s. However, when Coca-Cola built a sub-packaging factory in Qingdao, coupled with its fierce brand influence and intensive marketing offensive, the sales of Laoshan Coke dropped sharply.
In the face of the giant's offensive, domestic drinks are difficult to deal with. Coupled with the general trend of market opening in the early 1990 s, eight domestic soda plants have joined hands with Coca-Cola and Pepsi-Cola for joint ventures.
Among the top eight soft drinks in China, Coca-Cola cooperates with Bawang Temple in Shenyang, Shanhaiguan in Tianjin and Laoshan in Qingdao. Wuhan No.2 Factory Binjiang Soda, Guangzhou Asia Soda, Chongqing Tianfu Coke and Beijing Arctic Ocean all belong to Pepsi. Shanghai Zhengguanghe did not cooperate with the two giants because the equity was not clear in time.
These domestic beverage companies hope to learn more technology through joint ventures and turn the situation around. Unexpectedly, they were all hidden in the snow by giants for more than ten years. This painful experience was later called "the submerged seven armies" by the industry.
Xing Huiming, Party Secretary of Beijing Yiqing Chemical Industry Group under the Arctic Ocean, bluntly said: "At that time, everyone said that' the moon in foreign countries is rounder than that in China'. We learned management and technology from the West, but we lost our own things. "
In addition to the "seven armies" frozen by the giants, the days of other drinks in China are also difficult.
In this respect, Jianlibao is typical. These two kinds of colas occupy more and more market share. After 1997, the operating performance of Jianlibao dropped sharply. From 2000 to 200 1 year, the sales volume decreased by two thirds compared with the peak period. Subsequently, in the constant changes in equity, Jianlibao accelerated the "stall" and got into trouble.
So far, in the beverage market in China, Coca-Cola and Pepsi have no strong rivals except each other.