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8 Great Tips PepsiCo successful Chinese search screen inform

??In the "multinational localization seminar - PepsiCo Case Analysis" Ministry of Commerce International Trade and Economic Cooperation hosted on Chu Wah Hui PepsiCo (China) Investment Co., Ltd. in China, president of Pepsi analyzed 20 years of development and localization of ideas practice. As a multinational PepsiCos food and beverage industry. ?
since 1898 in the United States since the advent of Pepsi-Cola beverages, after several separate business restructuring, the companys main business of PepsiCo beverages and food, in 2003 the global turnover of $ 27 billion, operating profit of $ 5.8 billion in worldwide 140,000 employees. PepsiCo owns many brands, annual retail sales of over one billion U.S. dollars are 15, such as Pepsi, Seven, Mirinda, pleasure and so on. According to the latest international brand consultancy firms "worlds best international brand ranking", Pepsi brand value of $ 12 billion was ranked 22. In 1981, PepsiCos Shenzhen Special Economic Zone was established in its first bottling plant in China, now the company has set up 15 bottling plants in China, a non-carbonated beverage plant, a concentrate plant and four food owned manufacturing plant. In recent years, PepsiCo business in China maintained a rapid growth, with a total investment of over one billion U.S. dollars, employs nearly 10,000 people. PepsiCo International business accounted for prior to 10 countries and regions leading position in China,Gabion mesh the growth rate of over 30%, topped the list. ?
According to PepsiCo (China) Investment Co., Ltd., general manager Li Chunjia introduced the practice in China PepsiCo localized mainly in the following eight areas:
a franchise mode localization. PepsiCo, mainly through 1995 incorporated in China PepsiCo (China) Investment Co., Ltd. to conduct business, it is generally through special licensing and trademark concentrate supply agreements in China and its contact 15 bottling plants occur; Meanwhile, in its the United States and elsewhere in the world practice slight difference is that Pepsi bottling plant in these also have investments. In general, by Xu Fang franchise licenses required to pay a license fee side, according to the special requirements of the Chinese market, while Pepsi does not charge any fees to the trademark license to use canned factory price supply of concentrate is also the Chinese government Under certain management. PepsiCo through advertising and other business practices to maintain the value of trademarks and appreciation, but also through cooperation with the bottling plant jointly expand into regional markets (in accordance with the concession agreement the two sides, on the PepsiCo bottling plant in China 15 sales area has certain restrictions). Li Chunjia said, proved that the franchise model prevailing in the world according to local laws, regulations and specific operating environment for proper localization of adjustment, you can ensure the success of operations. ?
Second, localized marketing strategy. Pepsi in the world, the more common practice is to direct direct. To China, China has been gradually evolved into a full featured positive sales systems, such as direct marketing direct, he sent me off, collaboration wholesale, franchise distributors, Temporary Fencing wholesalers management, traditional wholesale. PepsiCo through its technical and management experience to the local wholesale and distributors, so that they gradually transformed into an aggressive product distributors or third-party logistics providers, in line with Chinas national conditions and the development of sales channels and explore new sales. ?
three, brand development localization. For the Chinese consumer preferences, PepsiCo emphasis given to products with Chinese characteristics and brand equity. Such as in the production of the relevant brand advertising, not only follow international creative, but also into the Chinese concept, effective use of Chinas sports and music stars assets, convey the "infinite desire, the desire to break" the spirit of the brand and the local acceptance. By signing a single star, the star gradually composed of family portrait combination of music and sports resources, establish Pepsi music charts, integrated brand and media resources, by enhancing the brand and thus enhance their value in the local value. ?
four, raw material procurement and equipment localization. Since 1982, PepsiCo product sales in China of raw materials, including edible sugar, bottles, cans, boxes,Galvanized Welded Wire Mesh caps and so local sourcing in China, 1982-2003, raw material procurement costs over 20 billion yuan; Furthermore, 1999-2003 , PepsiCo procurement system is still China freezer 33,000 units, a total of about 120 million yuan. Even if the cost is guaranteed, but also to the relevant local industry has brought sales.
five employees localization. Currently, PepsiCo directly employ local staff in China nearly a million people, indirect employment creation in the industrial chain of about 15 million people. In China, PepsiCo employees, less than 1 percent of foreign employees, the management of 64% of the proportion of the Chinese people. Companies invest heavily in joint ventures, cooperative enterprises staff training and capacity-related businesses and personnel training, the past five years for a total of joint venture companies, distributors, wholesalers employing 4,500 people providing the training. Meanwhile, PepsiCo has established a relatively complete organizational talent, reserves for future business development of local talent, such as promoting the complete organizational capacity building, regional director localization, there are strategies to train local talent as a joint venture management, Expanded Metal choose a joint venture As general manager of enterprise Jiechurencai candidates and so on. ?
six agricultural projects localization. PepsiCo Foods in 1993 after entering China, has set up four factories in China, and invest $ 20 million in the development of Chinas western region potato planting project. Not only for the use of its products in China, the company, since its planting in 2003 in Shandong, Inner Mongolia, potatoes are also exported to Southeast Asia, this years export turnover reached 7,000 tons contract. Localized agricultural projects to develop well. ?
seven, welfare localization. Including: 2001 ACWF, China Womens Development Foundation set up a "Pepsi" special fund relief for mothers and children in poor areas; Tibetan teacher training and funding, donations to support the government against SARS, sponsored the Beijing International Childrens music concert, participate in the "Mother River Protection" green activities, establish a good social image in China. ?
eight, localized R & D capability. 1998 invested $ 700,000 with the Chinese Ministry of Agriculture established the "Pepsi - Chinese Academy of Agricultural Development Research Center." Meanwhile, Pepsi will soon set up its first research and development center outside the United States drink in China, for the Chinese and global markets to carry out research and development work. ?
李春佳 that can be seen from the above analysis, PepsiCo localized practice in China is successful. The company has been the Chinese governments trust products well received by consumers, production and management to maintain steady growth. He said that in the future the company will continue to increase investment in China, to the extent 8 Great Tips PepsiCo successful Chinese search screen information centerpermitted policies and laws, sincere cooperation with Chinese partners to create a win-win.