Meijuyuan has always been committed to providing discerning consumers with high-quality and delicious beverages, and has become an outstanding brand in juice research and nutritional innovation by virtue of its extraordinary expertise in juice production technology. The juice of natural sunshine fruits is extracted from the heart, and the full grains of selected aromatic fruits are added, so that every sip of [Meijuyuan]'s orange juice is extraordinary. Thick fruit flavor, taste mellow, mouthful of sunshine fruit pulp, delicious and nutritious as the shadow.
Drinking 100% orange juice can bring rich nutrition for the whole family, it not only has nutritious fruit juice, but also rich in real visible pulp fruit particles, drinking 100% orange juice, as if to experience the wonderful process of drinking "fruit", naturally more nutritious.
100% Orange Juice has a great flavor and texture, and the nutrients in the pulp are more visible. Drink a glass of 100% orange juice every morning sweet and delicious flavor to stimulate the appetite, so that you have a big appetite, mellow juice in the water carrying fruit nutrients penetrate into the body of every cell so that you feel energetic all day long. Don't forget to drink a glass of 100% orange juice between meals. It's like a "gas station" break for your fast-moving body, so you can get the nutrients from the pure juice and sunny pulp to replenish your body's needs in the first place. 3-5 glasses of 200 ml 100% orange juice per day will keep you healthy every day.
The company learned through some information that "American Juice" juice has a history of 55 years of development, but also put forward the concept of juice drinks delicious, healthy, nutritious, in about 100 other countries has been successfully promoted, and integrated into the local market of the local culture. But I asked, "What is the strategy to make Chinese consumers also accept the taste of this beverage and to ensure that the Minute Maid brand grows and thrives in China as it has in other countries?" I was a little surprised by Ms. Ma's answer, which turned out to be that the juices sold in the Chinese market don't taste the same as those sold in the U.S. market!
The success of any brand that remains relevant to the local consumer, that offers features that are relevant to the consumer's life and needs, is one of the foundations of what makes a brand successful. Minute Maid is a very successful international brand that has been accepted by consumers in most countries of the world, such as the 55 years of history and more than 100 countries of sales market that the company just talked about. To summarize these successes, on the one hand, it can provide high-quality products that offer consumers a convenient and tasty way to deliver nutrition to consumers; on the other hand, it is the strong R&D strength provided by Coca-Cola, which has professional researchers who are constantly studying the different needs of consumers for health as well as the changes that are constantly occurring, and try to satisfy these needs of consumers as much as possible from the angle of fruit juice, so that the product's The taste of the product meets the needs of the market development; for example, Coca-Cola has newly launched a beverage product in the United States, which contains natural nutrients and has been proved to be effective in lowering the cholesterol content in the human body through clinical experiments, which is in line with the concept and trend of the internationally popular nutritious food. This example fully demonstrates that it is not easy for a strong R&D entity to support the development of Coca-Cola, which, in addition to these functions, must also be delicious. This is the first product launched in China under the Coca-Cola "Meiyuyuan" brand. The product is part of the Coca-Cola family of brands and is one of the largest-selling juice brands in the world, with distribution in more than 100 countries in 2013. Doug Bippert, vice president of American Juice Asia Pacific, said Tianjin has a very good investment environment, as evidenced by the growth of Tianjin Coca-Cola.
Consumers who like orange juice-flavored drinks have another option. After launching "Cooler" the year before, Coca-Cola once again put a heavy bomb into the non-carbonated beverage market with the full launch of "Minute Maid" in the Beijing market.
Unlike the previously launched "Cooler," "Minute Maid" is aimed at adults, and its price point is basically the same as that of similar products from Master Kong and Uni-President, with 450 milliliters priced at 2.5 yuan per bottle, 1.25 liters at 5.5 yuan per bottle, and 1.25 liters at 5.5 yuan per bottle. liter bottle for 5.6 yuan per bottle.
Since 1998, the juice market has grown at an average annual rate of 19 percent, according to statistics. That's what fueled fizzy drink giant Coca-Cola's big push into the juice market.
According to Coca-Cola's sources, Beijing Coca-Cola will launch three kinds of non-carbonated beverages at the same time, including Nestle Lemon Green Tea (Ice Extreme), Nescafe instant coffee, and Vitality Kool Sports Drink, in addition to Meiyuanyuan Fruit Orange. Meiyuyuan is a total brand used by Coca-Cola to promote fruit juice drinks, and under this brand, there are many different formulas and products with different tastes. Meiyuyuan sold in China is more suitable for the tastes of Chinese consumers, and compared with Meiyuyuan beverages sold in other regions, it is not the same product. For example, in the U.S. market, where consumers prefer pure fruit juice drinks, Coca-Cola launched a pure drink containing 100 percent orange juice, combined with other products from the brand that are relatively refreshing, to capture the market, but all under the name of "Meijuyuan".
Coca-Cola, which has always favored the strategy of using girl groups and sports stars in its other brand and product promotions, changed that routine in its promotion of the Minute Maid brand, boldly introducing an older Hong Kong actor, Mr. Lau Ching-yun, who is also a spokesman for the company. Ms. Ma's experience of the spokesperson is also very American, and she believes that the choice of Mr. Lau Ching Wan is based on several aspects: first, Lau Ching Wan gives people the impression of being sunnier and healthier; second, he has a high popularity among young adults (around 25-35 years old), and he receives a high level of attention from the company's main target group; furthermore, he has demonstrated a kind of constant concern for others in many literary films; and of course, he also possesses a friendly attitude. Of course, he also possesses a special kind of humor and is able to understand the meaning of the company's commercials very well, so he was chosen.
The brand structure of Coca-Cola is not difficult to realize that Coca-Cola has been taking the road of single-brand and multi-family operation. First of all Coca-Cola is not only a brand of a beverage but also a company name. The Coca-Cola brand is the main brand of soft drinks created by Coca-Cola Company, including Coca-Cola and Fanta and other categories, while the Meijuyuan brand is the brand of juice to be developed by Coca-Cola Company, including Meijuyuan Fresh Orange Multi, Cooler and other categories. These are just two different directions in which Coca-Cola is going. The launch of the Juice Source juice brand does not have any impact on the Cooler brand, mainly because of the difference in their respective consumer groups, Cooler's target consumer group is 8-14 years old teenagers, the brand's positioning in addition to health, good taste, the emotional appeal of the full embodiment of a kind of fun, through a cartoon and cartoon images to illustrate the brand. Meiyuyuan, on the other hand, mainly targets adults aged 25-35, and is mainly positioned as nutritious and tasty, with the emotional appeal of being able to take better care of you and your family. Therefore, in terms of the company's strategic development, the emergence of Meijuyuan did not affect the development of the Kool brand, but rather it is a kind of complementary to the company's overall brand strategy development of the fruit juice category.
Coca-Cola, as a brand that has been successfully operating for more than 100 years, is still young and vibrant because it has applied itself to the development of each era and has kept pace with the times. Fully understand the mindset of the target consumer group, know their claims and value point of view, and then adjust the product appropriately to cater to the mainstream market, in order to ensure that the brand does not decline, always full of vitality. Coca-Cola is a brand for young people, and the viewpoints and thinking of each generation of young people are different, Coca-Cola is based on the different viewpoints of each generation of young people, as far as possible, the product design to become a product that contemporary young people like. That is to say, the brand can remain unchanged, but the design and taste of the products are not static, it will be adjusted according to the changing views of the target consumers at that time, so as to keep pace with the times and develop according to the trend. This is to ensure that the century-old brand of the passion of the times.
The brand launched eight flavors of juice in China: Fruit Orange, C Grain Lemon, Tropical Fruit, Fruit Mango, Smooth Peach, Sharp Grape, Sharp Red Grape, and Aloe Vera Grain Sydney. In 2012, rumors about Minute Maid and Brazilian Orange Juice continued, with reports that Minute Maid Fruit Orange contained carbendazim, which can cause brain damage and cancer. The Coca-Cola Company later confirmed that the incident was a malicious attack by cyber hackers. The Coca-Cola Company has confirmed the cyber rumor attack against Minute Maid Fruity Oranges and reported it to the public security authorities.
In January 2012, Coca-Cola discovered that a fungicide (called carbendazim) sprayed by Brazilian fruit growers on their trees was not registered in the United States. Coca-Cola, in a responsible manner, took the first initiative to report to the U.S. Food and Drug Administration (FDA), and the FDA and the U.S. Environmental Protection Agency evaluated and confirmed that the use of U.S. beverages produced from Brazilian orange juice is safe.
Dodemorph is a broad-spectrum fungicide that is approved for use in many countries. The European Union allows a maximum residue level of 200 ppb in fruit juices. it is not approved for use on citrus fruits in the U.S.
The U.S. has not approved it for use on citrus fruits.
The detected carbendazim mentioned above came from orange juice imported from Brazil as raw material, a pesticide that is permitted for use there and banned in the U.S. The FDA considers the detected levels of carbendazim residues to be well below any standards that might pose a safety hazard.
In January 2012, China, at the same time, in order to eliminate public concerns, immediately sent the raw materials used in the Brazilian orange juice to the test. January 19, 2012, by the National Center for Food Quality Supervision and Inspection test, the results of the carbendazim ingredient "non-detectable", fully in line with national standards, there is absolutely no safety There is absolutely no safety problem. 1. Regular life: Early to bed and early to rise, get up at 6:30 to 7:00 in the morning (summer and winter are different), and go to bed at ten o'clock in the evening, eleven o'clock at the latest (in addition to special reasons). At the same time, after waking up in the morning, I drink a cup of warm salty water on an empty stomach before doing exercise or some housework (such as laundry, etc.), and at night I drink a cup of honey water before going to bed. At the same time, before going to bed and after waking up will first do some in bed, such as belly rubbing and other bed simple exercise.
2. Reasonable diet: Eat more fresh fruits or drink 100% orange juice, eat less animal food, fried food and other unhealthy food. Reasonable combination of various food structure . Maintain a balanced diet .
3. Appropriate exercise: We will choose appropriate exercise according to the actual situation of the day. If you can't exercise in the morning, you will take a walk after dinner, or walk on the cobblestone road, or do some small movements between work to stretch your body, including looking out, squatting, stretching and so on.
4. Maintain a positive mindset to face life: life will inevitably encounter a variety of difficulties or dilemmas, sadness and pain is always inevitable. Please face life and difficulties with a positive attitude.