Text | Hua Shang Tao Li Wu Su
Coca-Cola, which can be bought everywhere in China and can be drunk at any time, is considered a typical representative of commercial globalization, but until now, some people still explore that behind Coca-Cola's best-selling worldwide is also the wide spread of American culture.
A little over a month ago, a research institute explored the secrets of Coca-Cola's success, which specifically mentioned that during the "Second World War" period, Coca-Cola insisted that "no matter where the soldiers went, the company would ensure that every soldier could drink a bottle of Coca-Cola for only 5 cents at any cost", which made Coca-Cola a symbol of the American spirit.
In the eyes of many Americans, Coca-Cola is "not intoxicating and refreshing" and can make people feel happy. In fact, with the help of a strong marketing offensive, many times, these characteristics of Coca-Cola are directly equated with American culture or American spirit by the majority of consumers.
How far-reaching is the impact? Coca-Cola has set up companies in more than 200 countries and territories around the world, far more than the number of member states of the United Nations; it is said that fewer people know the word "coca-cola" than "ok".
In other words, Coca-Cola became a symbol of American culture and was so sought after around the world that it was hailed as the "King of the World's Drinks."
In contrast, one question is worth exploring: The United States owns Coca-Cola, but what about China? Which drink do we have that can spread Chinese culture?
To answer this question, we must first find a domestic drink that can be played. The reality is regrettable, for a long time, domestic beverages are the object of being dumped.
If nothing else, it is only the "domestic seven sons" including Beijing Arctic Ocean, Shenyang Bawang temple, Tianjin Shanhaiguan, Qingdao Laoshan Cola, Wuhan Binjiang No. 2 Factory soda, Chongqing Tianfu Coke, Guangzhou Asia SARS, etc., or through joint ventures, or acquisitions, or shares, all of which have fallen, and the marketing network that has been operating for many years has been taken away by foreign giants such as Coca-Cola, which is "strong evidence".
At its most, Coca-Cola and PepsiCo monopolized 90% of China's carbonated beverage market. In such a severe situation, not to mention the spread of Chinese culture, survival is an unavoidable challenge.
Among them, Nongfu Spring was established in 2011 and strives to restore the taste of traditional Chinese tea.
Although in the early days, it was not optimistic, and even rated by netizens as one of the "most difficult drinks in history", long-term persistence and innovation finally made the oriental leaves a perfect counterattack.
In recent years, Oriental Leaves has continuously become the first brand of sugar-free tea, and has also won a large number of "iron powder"
They posted their own drink bottles, and some people set up a WeChat group, named "Oriental Shenye Sect", and the group members volunteered to replenish at any time.
Among the consumers, many are post-90s and post-95s young people, who have become fans of Chinese tea, including many foreigners. On the other hand, the sugar-free bottled ready-to-drink tea created by Oriental Leaf has allowed traditional Chinese tea culture to go out of the tea room, and also allowed Chinese tea brands to break through the limitations of "tea" and move towards revival with incredible market vitality.
Looking back, Coca-Cola or Oriental Leaves, no kind of beverage will naturally spread culture, only infinitely close to consumers, go further in the "business war", the culture it highlights can spread more widely!
Resources:
1. "The Secret of Coca-Cola's Success: Becoming the Most Mainstream Brand in the Most Mainstream Beverages", Industrial Securities
2. "Globalization in a Bottle: Coca-Cola and the Rise of America", The Paper
3. "This "most difficult drink in history" is finally on fire," Chinese businessman Tao Strategy
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