The summer of 1998, when France Football passion through the screen is transmitted to every corner of the world, numerous advertising on TV this ground of heart and a war without smoke of gunpowder. Then, a brand with its strong momentum into the Chinese field of vision -- very Cola -- Chinese own cola.Hangzhou Wahaha Group in this season of agitation to give a cool at the same time, also loudly shouted out his own declaration. "Ten years grinding sword", launched the " cola" this new brand, with extraordinary courage to challenge the world famous beverage brands. Wahaha this action is in a few years of relative calm in the Chinese beverage industry cast a heavy bomb, this one out, inevitable cause considerable media interest.It is reported, very Cola advertisement appeared, Hangzhou Wahaha headquarters telephone ringing constantly, as one falls. And the hotline 80% from the news media, 90% are asked to interview very cola, even China's most authoritative media -- one of the CCTV also lookout.The Wahaha products, media campaign has been their grand opera. While very Cola Advertising investment is very breathtaking, reportedly, very Cola invested tens of millions in CCTV prime-time advertising, a fifteen second cost is one hundred thousand yuan. At the same time, Zhejiang, Jiangsu, Shandong, Hunan, Heilongjiang and other places in the television, radio play very Cola advertisement, so big, want to bring the media hype is very difficult.Want in those days, on a 140000 yuan loan started, despised small school-run factory, very quickly and become total assets of 2570000000 yuan, sales revenue amounts to 5000000000 yuan of China's largest food and beverage production enterprise, its rise, can saying is Chinese food and beverage industry a major miracle. Now this lively" ten old boy" and shouted "the Chinese and their Cola", this promotion act very quickly by media called" very action", think this is the national brand Cola Challenge USA cola, recover lost territory feat of homebred beverage.But it is understood, early in 1997 60%, Wahaha Group shares have been the French agricultural food company amounted to 400000000 yuan can be used to buy. In view of this, Wahaha emphasizes leading nationality is a marketing term, rather than 100 percent genuine goods at a fair price. " Very Cola " cry board" Coca Cola", understood as optimistic about China's bottled beverage market of France's Danone company to the United States of America Coca Cola challenge may be more exact.But anyway, biracial Wahaha so hard for playing the national flag, the national flag is indeed win the hearts, conquer the Chinese market a powerful weapon -- let us look back on Chinese beverage industry hard struggle, it is not difficult to understand this conclusion.In 1979, when the United States entered China head of Coca Cola, its first joint venture, also attracted the Chinese beverage industry to survive. In "the wolf came" in cry, the Chinese beverage industry rise up in arms. By the end of 1990, Chinese beverage production of nearly 3000 enterprises," cola"," Le" cola"," China Cola"," Laoshan Cola" in succession, only a short while ago, these national brands also makes people proud. However, Coca Cola and Pepsi simultaneously take the acquisition, merger, joint venture, sales promotion means, just off China Cola brands have Zhanluo dismount -- domestic Cola Brand potential single force, operating losses and defeated in battle of thin. Statistics show that: China 's largest group of beverage company, until 1992 7 or foreign takeovers, or with foreign joint venture, into other people's products. Even the Chinese Jianlibao beverage market, only a national brand of hard support with.In China Cola brand gradually Mai away during, Coca Cola and Pepsi sells more and more flourishing. Coca Cola in bottled vendors in steady scoring, and Pepsi in the vending machine cup of beverage market be a stroke above. At the same time, the 7-up Sprite, Fanta, Mirinda, full of domestic retail store counters. A great Chinese consumers eat with appetite and enjoy the nature of "good taste".
1998年夏季，当法兰西姿孝足球场上的热情通过荧屏传送到世界的各个角落时，林林总总的广告业在电视这块方寸之地打着一场没有硝烟的战争。这时，一个品牌与其强劲的势头冲进了中国人的视野——非常可乐——中国人自己的可乐。
杭州娃哈哈集团在为这个躁动的季节奉献出一份清凉的同时，也响亮地喊出了自己的宣言。“十年磨一剑”，推出“非常可乐”这一全新品牌，并以非凡的勇气向世界著名饮料品牌发起挑战。娃哈哈这一行动简直就是在几年来相对平静的中国饮料界扔下一枚重型炸弹，此举一出，必然的引起媒体的极大兴趣。
据悉，非常可乐的广告一出现，杭州娃哈哈总部的电话铃声不断，此起彼伏。而热线电话80%来自新闻媒体，90%又都是要求采访非常可乐的，连中国最权威的媒体之一——中央电视台也望风而动。
对于哇哈哈系列产品来说，媒体攻势一直是他们的重头戏。而非常可乐的广告投入又十分迹竖稿惊人，据透露，非常可乐投入了几千万在中央电视台黄金时段做广告，一次十五秒费用就是十万元。与此同时，浙江、江苏、山东、湖南黑龙江等地的电视台、电台也打上非常可乐的广告，如此大手笔，想不引媒介炒作都很难。
想当年，一个靠14万元借款起步，被人瞧不起的校办小厂，一跃而成为总资产25.7亿元，销售收入达50亿元的中国最大食品饮料生产企业，娃哈哈的崛起，可以说是中国食品饮料业的一大奇迹。而今这个虎虎有生气的“十龄童”又喊出“中国人和自己的可乐”，这一促销行为很快被媒体称“非常行动”，认为这是民族品牌可乐挑战美国可乐，收复国产饮料失地的壮举。
但据了解，早在1997年，娃哈哈集团60%的股份已被法国农业食品公司达能用4亿元买走。由此看来，娃哈哈所强调引领的民族性只是一种促销用语，而非百分百的货真价实。“非常可乐”叫板“可口可乐”，理解为看好中国瓶装饮料市场的法国达能公司向美国可口可乐挑战也许更为确切。
但不管怎样，混血儿娃哈哈如此卖力地大打民族旗，这说明民族旗帜确实是夺取人心、攻克中国市场的一个有力武器——让我们回首中国饮料业艰难的奋斗历程，便不难理解这个结论。
1979年，当美国可口可乐昂首跨进中国国门，开办第一家合资企业时，也引来了中国饮料业求生存的话题。在一片“狼来了”的呼声中，中国饮料业揭竿而起。到1990年底，中国饮料生产企业已近3000家，“天府可乐”、“乐臣可乐”、“中国可乐”、“崂山可乐”相继问世，曾几何时，这些民族品牌也令国人纤芦骄傲过。但是，可口可乐和百事可乐不约而同的采取收购、兼并、合资、促销等手段，把刚刚上路的中国可乐品牌纷纷斩落下马——国产可乐品牌势单力薄、经营亏损而饮恨沙场。统计资料表明：中国最大规模的一批饮料公司，到1992年已有7家或被外国企业收购，或与国外企业合资，变成别人的产品。偌大的中国饮料市场，仅有健力宝一家民族品牌苦苦支撑着。
就在中国可乐品牌渐次伊人远去之际，可口可乐和百事可乐越卖越红火。可口可乐在瓶装销售商里稳拔头筹，而百事可乐则在自动售货机杯装饮料市场上略胜一筹。与此同时，七喜、芬达、雪碧、美年达充斥了国内零售店的柜台。一个巨大的中国消费群体津津有味的品尝着来自异域的“好味道”
这也太多了，写论文呢吧
yhvfvfrft5r5ytyuyyunyyucrvbbvsdftbgvy
大哥，别在这浪费积分了，你这么多中信唯内容，应该没人愿意给你人工翻译的坦历。要好好把这些卖培东西翻出来，自由译者们都该收费几百大洋了。说的实话，你莫生气哈！
内容全部来源于网络收集，如有侵权，请联系网站删除：QQ：24596024