The status quo of very cola can be described as "very embarrassing". On the one hand, with the continuous encroachment of Coca-Cola and Pepsi-Cola, Coca-Cola's "private land"-the rural market is shrinking. On the other hand, the urban market has been firmly occupied by Coca-Cola and Pepsi-Cola, which can't be conquered for a long time. Very cola has always been regarded as the drink of the city's "chin beauty" and cannot be served on the table.
What caused Coca-Cola's embarrassing predicament today? How to solve this dilemma?
You have to tie the bell to untie the bell! Let's first analyze the reasons for Coca-Cola's success in the rural market, and maybe we can find some useful clues.
Very cola, very authentic!
Wahaha Company defines very cola in this way: very cola-China people's own cola.
Very cola is a cola-type carbonated beverage developed by Wahaha company on the basis of extensive market research and according to the taste of Chinese people. High gas content, good taste, no preservatives, more in line with modern consumer psychology. At present, Coca-Cola with unique national characteristics has become a symbol of the happy life of ordinary people in China. Of course, it is very cola to have a happy event!
From the official definition of Coca-Cola by Wahaha Company, we can clearly see that Coca-Cola has firmly grasped the national flag since the birth of 1998, shouting the slogan that Coca-Cola is China people's own cola, closely linking Coca-Cola with happy events and happiness, with the intention of making Coca-Cola a necessary drink for ordinary people to hold happy events.
Defining Coca-Cola as China people's own cola, flying the national flag high and bombing in high-frequency media is not a coup for Coca-Cola, which has just started. It can make full use of national feelings to attract the attention of the media and the public. Moreover, Wahaha Company took the relatively snobbish rural market of Coca-Cola and Pepsi as the main market of Coca-Cola, which was also a very correct decision, and avoided the direct conflict with the two music in the early stage. To sum up the success of Coca-Cola in the rural market, it can be summarized as three points:
First, play the national card. Using the taste war between Pepsi and Coca-Cola for reference, the concept of "China people's cola" was introduced through taste test to create a public opinion atmosphere. And use the advantages of high-end media to promote, successfully seize and use national brands, and raise the popularity of very cola to a higher level in a short time.
Second, make full use of its channel advantages in the rural market, avoid the first-and second-tier cities where Pepsi and Coca-Cola occupy monopoly positions, adopt the strategic guiding ideology of "rural encircling cities", avoid the edge of the two music, enter the rural market where rivals are relatively weak and it is difficult to take care of them comprehensively for a while, and obtain the soil for survival and development.
Third, the relatively low price, cheaper than that of Liangle 10% to 20%, is affordable for rural consumers.
The above three points are three very real classics that Coca-Cola has achieved great success in the rural market, but the success of these three very real classics in the rural market does not mean that they can also succeed in the urban market. Compared with the rural market, the urban market not only has a more intense and cruel living environment, but also faces more mature and diversified consumers. In the rural market, coke is just a carbonated drink, and its consumption is not doped with too many other factors. In the urban market, coke is far from being as simple as a carbonated drink. After years of cultivation of Pepsi-Cola and Coca-Cola, the coke culture in the urban market has reached an unprecedented height, far from being comparable to that in the rural market. Moreover, it is the city consumers who can't accept the brand image of Coca-Cola "Sheriba", which leads to the extremely bumpy road for Coca-Cola to enter the city.
Hard coke culture
Before Coca-Cola, more than 10 of China Coke had fallen. The most fatal reason why China and Kororo can't get up is that they don't understand and integrate the cola culture that has penetrated into the hearts of the younger generation in China, and they don't enrich their own brands with the cola culture and establish their own unique brand personality. Not to mention adding their own characteristics to the cola culture created by the two musicians, innovating the cola culture and surpassing the American cola culture created by the two musicians. Bottom line: In the process of two musicians desperately using cola culture in the minds of consumers, domestic cola has never been able to find the north.
What is cola culture?
Coke is just a carbonated drink, and it has no culture. But why do some consumers only drink Coca-Cola and Pepsi-Cola, which are also very common carbonated drinks, instead of very cola? The key to this problem lies in the fact that Coca-Cola and Pepsi-Cola have endowed Coca-Cola with extremely rich cultural connotations except products in the process of market cultivation and competition for more than 100 years, and endowed Coca-Cola with an image full of vitality, youth, fashion and vigor, which is a typical representative of American spirit. This is also the fundamental reason why Erle is still full of heroic spirit after a hundred years of turmoil. Coke culture is actually an extension of the connotation of two music brands.
At the same time, Coca-Cola, as a beverage representing the image of youth, vitality and fashion, has consistently positioned its target consumer group as the younger generation with subversive tradition and flamboyant personality, and spared no effort to spread the brands of sports and pop music, which are the two favorite things of young people. As the carrier of Coca-Cola culture, Coca-Cola has closely bound its own brands and consumers through music and sports.
On the other hand, we are very cola. Not only have we not integrated the image of cola culture, which represents youth, vitality and fashion, but the image it represents is even an anti-cola culture.
First of all, cola is an exotic product, and cola culture itself is a Bora culture. Very Coke holds high "China people's own Coke", which is undoubtedly an ignorant expression of not recognizing the essence of Coke culture. Its original intention was to distinguish Coca-Cola from Pepsi-Cola and establish its own brand positioning, but it was unexpected that this would only isolate itself from the cola culture and make a big fuss. Although "China people's own cola" has a certain living space in the rural market without cola culture, this positioning is undoubtedly extremely wrong in the urban market with profound cola culture. This narrow nationalist image, on the contrary, gives the open-minded young urban consumers a negative impression of being conservative and backward. No wonder many consumers define very cola as a "chin beauty" drink.
Secondly, the main consumer group of cola is young people, which is characterized by low-value and high-frequency repeated consumption. As a frequent drink in life, there is no essential difference in consumption patterns between coke and water. But the core content of this low-value, high-frequency repetitive consumption product should not be linked with specific things, otherwise improper use will only bind your hands and feet. Speaking of Coke, Pepsi and Coca-Cola convey an abstract ideology. Pepsi represents the surging passion of a new generation of young people, while Coca-Cola conveys the fiery vitality of young people. On the other hand, we are very happy, but we are firmly linked to happy events. Of course, happy events are very cola. Not to mention whether young people can accept this position, even if they accept who has so many happy events. The most suitable carrier of brand image such as celebration should be wine, not coke, a daily consumer product with low value and high frequency of repeated consumption. Of course, it can't be absolutely said that it is wrong to stick coke and happy events together. At least in the rural market, the application of this image is correct. Because in the rural market, coke is not a daily consumer product like in the city. In the rural market, cola is more consumed during holidays and happy events at home. However, the use of rural markets does not mean that urban markets can also play a role. The consumption of cola in urban and rural areas is completely different. It is undoubtedly a self-discipline practice to firmly bind Coca Cola, a daily consumer product with low value and high frequency of repeated consumption, to happy events.
Therefore, if Coca-Cola wants to enter the city, gain the recognition of urban consumers and take root in the city, it must take off the coat worn in the rural market and learn the tone and content of the people in the city. ...
At the same time, if Coca-Cola wants to enter this city, it must not only change its brand image and positioning, but also face two western tigers, Pepsi and Coca-Cola. If we can't break through the blockade of Pepsi and Coca-Cola, Coca-Cola's road to the city will only end in failure.