Very Coke’s failure was mainly due to the fact that it had no core competitiveness, the market was dominated by Coca-Cola, and its own marketing had problems. For these three reasons, Very Coke did not win the final victory, but perished, annihilated, and failed in this big competition. The first reason is that Very Coke has no core competitiveness.

When Very Coke first appeared, it was to compete with Coca-Cola and Pepsi Cola from abroad. At the beginning, Very Coke played the national brand and wanted to be a local Coke in China. This marketing method was very effective, but after a while, Coca-Cola also began to change its strategy and start playing the Chinese card. During the Spring Festival of 2001, Coca-Cola launched a packaging with very Chinese characteristics, and many of Coca-Cola's raw materials were purchased from China. This strategy of letting Very Coke play the China card failed completely. The second reason is that very Coca-Cola’s channels in rural areas have been misappropriated.

It was very cool at the beginning. The main strategy was to surround the cities with rural areas. They did not launch in the vast urban market, but focused on the rural market. It was indeed very effective at the beginning. Because there was no market for Coca-Cola, it was still blank. But later, Coca-Cola began to attack the rural market and began to sink, and successfully occupied the rural market with a low-price strategy. The third reason is that Very Coke’s marketing strategy failed.

The ultimate failure of Very Coke was that it did not have a very good marketing plan. The reason why Coca-Cola was successful was that its marketing was very powerful. Marketing is a very important means of publicity. No matter how good a product is, without good marketing, it will not be accepted by the market and recognized by consumers. So Coca-Cola succeeded and Very Coke failed.