Rebirth of the Wild Age

"The carbonated beverage market is resurrected, and the Four Kingdoms war is going to see who can win"!

This is the front page headline of the "Business Times" in mid-October this year.

Although Jianlibao is not a cola, it is also a carbonated drink. Pepsi is engaged in cash discount channel promotion, the most anxious thing is not Coca-Cola and Very Coke, but-Jianlibao!

The sales manager of Xikang Province who rushed back to the headquarters in a hurry shouted at Li Jingwei: "Mr. Li, either channel cash rebates or increase channel discounts, the market in Xikang Province is about to be lost!"

"The company has no money, and cash rebates are impossible. Let's increase the distribution discount rate a little bit." Li Jingwei said helplessly.

Shi Yuzhu is having a headache because of the Giant Building, and Li Jingwei is also having a headache because of the Jianlibao Building.

In order to build Jianlibao Building, Li Jingwei spent too much money to invest more in the market. Even if it didn't fall out with the local government because of the construction of the building (want to move the headquarters), Jianlibao would be attacked by competitors from the left and right sides of the building and retreat step by step.

So why are these entrepreneurs keen on building buildings?

Fudan University, campus.

Song Weiyang is holding his mobile phone and listening to a report from the sales manager Zhang Guodong: “Pepsi-Cola’s channels have stimulated specific content adjustments. They not only cash rebates, but the more they sell, the more rebates, and they also deduct monthly and annual deductions. Seasonal deductions have been added during the period. The monthly deduction rebates are fixed, and the seasonal deductions and annual deductions are increased proportionally. They also divide the market into off-season and peak seasons. For example, a dealer sells 500 pieces per quarter in the off-season, and the discount rebate is 2%, peak season is 1%. I roughly calculated, if a dealer sells 50,000 Coca-Cola in the whole year, monthly deduction, seasonal deduction and annual deduction can be combined to get up to 8% discount rebate, and all Pay in cash!"

"Follow up immediately and increase the discount rate of the distributors, and the maximum superimposed rebate is set at 10%! Of course, it is not cash, but goods deduction." Song Weiyang said.

"Okay, I'll do it right away, Mr. Yang thinks so too." Zhang Guodong hung up the phone.

Song Weiyang's "Key Clients and 101 Plan" cannot be fully rolled out immediately, and he doesn't have that energy and money. Only large cities and cities with factories and surrounding areas can be selected first. The initial estimated time for the entire plan is five years.

During this period, the dealers cannot be thrown away, at most the regional dealers will be cancelled. Even if the new channel has been established, it cannot be completely broken up with the dealer, and it will be coaxed temporarily and all the time.

The golden autumn in October has already entered the off-season for beverage sales, but the war in the carbonated beverage market in China suddenly ignited.

The core battlefield is not North, Shanghai, Guangzhou, and Shenzhen, nor any major city in North China and South China, but Xikang Province (including the mountain city), the nest of Xifeng Company.

Pepsi has inherited the sales channels of Tianfu Cola after its joint venture and acquisition of Tianfu Cola. Among them, Xikang Province has the most complete channels, because Xikang Province is also the base of Tianfu Cola.

At the same time, Jianlibao has been entrenched in Xikang Province for eight years and is the leader of the carbonated beverage market in Xikang Province. Coca-Cola also has a filling plant in Chengdu, relying on state-owned channels for rapid development. Xifeng also attaches great importance to the market in Xikang Province, after all, the nest cannot be robbed.

What's the situation now?

Very Coke and Pepsi are working at the same time. While attacking Coca-Cola, they are more of vying for the market with Jianlibao. Who will let Jianlibao take the lead in Xikang Province?

Yang Xin focused the company's sales elite and public relations team on fighting in Xikang Province. In less than a month, it signed a direct supply contract with the top 20 large supermarkets and shopping malls in the province, and set up a special cola counter, superimposed on a combination of rebates, prize promotions and holiday promotions, and sold one. The cruelty of losing a bottle quickly occupied the channels of top retail organizations.

Promotional activities make consumers enthusiastically buy, and superimposed rebates allow shopping malls and supermarkets to sell more, the more rebates. This has caused shopping malls and supermarkets to go crazy, shop assistants madly promote very cola, and a large-scale reduction in the purchase of other carbonated drinks.

Throughout the fall, consumers in Western Kham Province bought Super Coke in big shopping malls and supermarkets. The retail price has dropped to 2 yuan, and there is a high chance that they will have another bottle, another bottle, and another bottle. And for every bottle of Very Coke sold, the store can get a cumulative rebate ranging from 5 cents to 2 cents. Note that this money is not operating income, but sales rebates!

The store divides half of the rebate to the salesperson, can the salesperson not actively promote it?

Some shopping malls and supermarkets simply put piles of Xifeng Coke directly at the door. The old lady who came to buy eggs might be fooled into buying a few bottles of Coke!

Xifeng Company is also frantically developing regional partners and cooperating with shops in major universities and middle schools. Distributors are also actively selling goods under the stimulation of superimposed rebates and promotional activities. Some dealers and regional partners take the initiative to open up the township market, spreading the rebate level by level, selling Coca-Cola is as crazy as engaging in MLM.

PepsiCo’s cash rebate strategy is also supported by dealers. Many distributors of Coca-Cola and Jianlibao, even very Coke distributors, have chosen to switch to Pepsi.

Although Jianlibao increased the rebate, it could not grab Pepsi’s cash rebate and could not compete with the very Coke’s loss-making promotion.

As for Coca-Cola, it is still "holding on" and has no response at all.

In just one month, the carbonated beverage market in Western Kham has changed dramatically. The market shares are: Very Coke (28.2%), Pepsi (25.7%), Jianlibao (20.5%), Coca-Cola (15.5%), Sprite (5.3) %), Fanta (2.3%), Hedy (1.6%), Mirinda (0.7%), other beverages (0.2%).

As for the Coke market share, it has become: Very Coke (40.7%), Pepsi (36.9%), Coca-Cola (22.3%), and other beverages (less than 0.1%).

For those small and medium-sized carbonated beverage companies, Xikang Province has entered a **** mode, with no room to survive, and it has been squeezed to death.

A reporter from "Economic Daily" wrote: "It is hard to imagine that this is the low season for beverage sales. A bottle of Coke for 2.5 yuan in Beijing can be bought for 1.8 yuan in Xikang Province, and there are even a few bottles of Coke. Opportunity. In this carbonated beverage war, Western Kham is the core battlefield, with Very Coke and Pepsi as the main combatants. Jianlibao and Coca-Cola, ranked first and second in the country, have instead become supporting actors..."

This is the power of cash channel stimulation~www.readwn.com~ Historically, PepsiCo has continued to do so for about three years before completely driving Jianlibao and Coca-Cola out of Western Kham. At that time, if you wanted to buy a bottle of Coca-Cola in Xikang Province, you probably had to drive for a few hours in the provincial capital Rongcheng, because the dealers did not buy them, and of course they were out of stock at the store.

It was not until the Coca-Cola headquarters was replaced with a new CEO, and the new CEO in China was also replaced, only to rely on the factory direct sales network to slowly regain market share.

As for Jianlibao, it has since disappeared in Xikang Province.

Xifeng doesn't have so much money to stimulate cash rebates, so it can only engage in frenzied promotions and increase sales rebates. With the advantage of fighting in the nest, Xifeng will face the challenge with a sales strategy of barely losing money.

Xifeng seems to have won. Very Coke has 40.7% of the province's Coke market share. But it is very dangerous. After all, you can't hold prize promotions for a long time, and holiday promotions don't come every day. Only when the "Important Customers and 101 Plan" is basically realized in Xikang Province and the channel sinks, can we get rid of the threat of Pepsi-Cola.

The only real earning is market share. It is very much like Coca-Cola and Pepsi. It is estimated that Coca-Cola will be completely driven out of Western Kham next summer.