.In the 1880s, an amateur pharmacist named John Pombatton developed Coca-Cola for his research on headache potions and magically turned it into a world-wide drink.

The shrewd Bombardon then quickly set up fourteen raw materials for Coca-Cola with his rich pharmacological knowledge and dedicated research spirit, and sealed the formula in the safe of the Atlanta Bank, becoming a secret patent. He also asked the accountant in his store, the outstanding calligrapher and painter Robinson, to design the trademark. Robinson carefully pondered and painted it into a beautiful and unique trademark c.c For more than a hundred years, Coca-Cola has experienced ups and downs. The trademark designed by Robinson has been used to this day and is seen everywhere in the world, becoming a traditional emblem of Coca-Cola.

A survey company has conducted a survey. Coca-Cola is the most recognized word in the world except ok. Just as a German once commented, if movies are the soul of the United States, then Coca-Cola is the fuel of the United States.

In the first year of Coca-Cola's launch, the average daily sales volume was only nine cups. Now, people from more than 150 countries and regions around the world have to drink more than 7-2.5 B bottles of Coca-Cola every day. However, whether it is nine cups or 2500 million bottles, the formula of Coca-Cola has always been the highest secret. So far, less than ten people have known this secret recipe.

"The information you have now is the secret recipe for beryllium that an American intends to sell to Pepsi. It is said that it comes from the same source as the Coca-Cola formula. I don't know how it got it, but the other party intends to sell to Pepsi, but Pepsi rejected his request and believed that it was unethical, so he made a public notice to Coca-Cola." Fan Wubing said to Wu Zhixiaoji.

Wu Zhi Xiaoji looked at the information in his hand in amazement and said to Fan Wubing, "I know this. I had a big quarrel a while ago!"

As we all know, the mysterious ingredients that account for less than one percent of Coca-Cola are the absolute secrets of Coca-Cola. Many chemists and competitors around the world have spent nearly a hundred years and have not yet untie the mysterious formula of Coca-Cola.

Even now, boat companies from all over the world can only go to the United States to extract mother liquor, and then go back and add other ingredients to produce localized Coca-Cola.

Originally, Pepsi could have opened this secret, but in the face of business ethics and temptations of interests, they chose the former without hesitation.

In an interview, Coca-Cola's US headquarters said, thanks to Pepsi, our secret recipe is well preserved and there is no danger.

Since the case has not ended, Coca-Cola seems very cautious. The company's external communication department manager said that Coca-Cola's secret recipe is safe at any time. Although Coca-Cola is built on a confidentiality, they do not evaluate their confidential protection measures. They are very serious about this threat from outside, and will take all necessary measures to deal with this threat to protect their business secrets.

"If Pepsi had accepted this recipe at that time, what would be the result now?" Wu Zhixiaoji said to Fan Wubing with some emotion.

"There will be no result." Fan Wubing replied directly. "When PepsiCo received this secret recipe of unknown origin, he realized that this was a great opportunity to enhance its corporate image again. Not only did he inform his opponents, he also vigorously assisted FBI's costume reconnaissance. Therefore, he became the spokesperson for fair competition and openness."

Pepsi's spokesperson told the media after the law that competition can sometimes be fierce, but it must be fair and legal, and they are pleased that the authorities and the FBI can identify those responsible for it.

Pepsi's approach has not only been thanked by its competitors, but also received public praise.

"Actually, as an excellent brand, Pepsi has its own values, and they also have their own unique formulas, and they don't need to use the Coca-Cola formula. To make their own brand, you must have your own things, which is something that formula holders have not considered. They want to sell them the things that Pepsi least wants, but in fact they give Pepsi the best marketing opportunity. Pepsi's handling of this matter is a good event marketing. Using this matter to spread itself and promote its brand values ​​is very beneficial to the brand building." Fan Wubing said to Wu Zhixiaoji. "And from a risk perspective, accepting formulas with unknown origins is not only of no good for a brand that has been established, but also can easily cause many legal disputes. If that happens, Pepsi will be considered a reversal."

Wu Zhi Xiaoji nodded and said, "Oh, the idea of ​​ordinary people is always too simple. They think that after getting the Coca-Cola formula, they can quickly occupy the market and make huge profits. In fact, the brand that Coca-Cola used to maintain for many years is not just based on the formula. Pepsi was able to tie Coca-Cola in sales in the late 1970s, which naturally has its success.

Fan Wubing also agreed, "To be honest, even if Coca-Cola sells 200 million bottles a day, it will only be about 4 billion US dollars in sales in a year. Even if it is 80% profit, it is just three B US dollars. Although it looks a bit shocking to ordinary people, it is really not enough for us."

Wu Zhi Xiaoji also nodded. He estimated that the automobile production he managed now would soon be able to pass this profit standard.

It is said that some of the profits of Coca-Cola in beverage sales in China are mandatory monopoly fees. Each bottle of trademark receives a patent fee of one cent, each bottle of appearance patent charges one cent, and each bottle of secret recipe charges one cent. If the beverage cost and bottle cost are added, it is probably a typical 50 cent party.

Coca-Cola makes a huge profit in China, but the profits of domestic manufacturers, suppliers and distributors are very low, which can be regarded as the golden signboard of domestic sweatshops.

Of course, the security loopholes in the pet cola bottle that Coca-Cola is still in use still exist. There are many cases of drugged extortion manufacturers every year, and consumers are often injured.

The bottle cap of this beverage bottle can be completely unwritten with hot water, which is very easy to hurt and poison.

Or cut the bottle off the bottle, roast it and soften the bottle mouth, pinch the bottle mouth, and the bottle cap will fall completely. From the newly installed poisoned beverage bottle, it is impossible for ordinary consumers to see that it has done tampering.

When talking about this issue, Fan Wubing told Wu Zhixiaoji, "In fact, this kind of lid has some prospects for the Chinese market, because many people use empty bottles to hold some things after drinking Coke. This is also a habit of waste utilization. Therefore, although the lid of pet bottles is not safe, it is more easily accepted. On the contrary, the sales of canned beverages with relatively high safety have not been higher than that of pet bottles in recent years.

However, Wu Zhi Xiaoji was still a little worried about Fan Wubing's behavior. "How safe is this formula? Is it really effective in Coca-Cola? And will the person who provides the formula leak this secret?"

Fan Wubing replied with a smile, "It has been tested and is safe and effective. As for the person who provides the formula, he actually doesn't know about this matter at all, because the channel for my knowledge of this formula is a bit special, and no one knows that the formula has been leaked. And the person who got this formula didn't know what it was at that time."

Wu Zhi Xiaoji published a little emotion, "Fan Wubing said, "Everyone thought the mysterious substance in Coke is so mysterious, but I didn't expect it to be so simple."

Fan Wubing replied, "What is magical is not the matter itself, but a complete set of processing process processes. These processes are the most critical problem. If it is just a simple matter, how can it be conservative for hundreds of years and not seen by others? Don't tell me that Coca-Cola employees are pure gentlemen or something."

In fact, there are many secrets to success in Coca-Cola.

The Coca-Cola Exhibition is so successful that there are many experiences that can be drawn from now on by businesses. In general, these experiences are both simple and obvious.

For example, the product itself does not have to speak, but it must have some useful function that can be widely accepted by people. If you get used to the taste of Coca-Cola, you will feel that it is very delicious, which will make people develop a hobby. Coca-Cola can make the nostrils it feels itchy, quench thirst, and have a little caffeine effect. Some people think it can cure headaches, nausea and stomachache, etc.

The second is to believe in your own products, to establish a lofty image of the products, and to make the profession associated with it a sacred profession. To make staff think that the products are world-class and they are working for the best companies.

Fan Wubing said to Wu Zhixiaoji, "Salesmen should have the ability to be missionaries, not salesmen who only earn salaries. In the 1920s, the president of Coca-Cola summoned all salesmen and unexpectedly announced that they were fired. The next day he rehired them in a new service department, but warned that they were no longer salesmen because there was no need to promote the advantages of Coke. They were staff members, and their mission was to ensure that the soda was a good mix of ice-filled cola.

Also, we need to create a sense of mystery. Although creating a mysterious atmosphere is unethical, it is helpful for sales.

In fact, the secret formula doesn’t make much sense to them. The real secret to success lies in the impact of the trademark of this product over a century, but the secret of the formula, the seven famous flavors used to be an important reason for attracting customers.

"If it's just for beverages, there's no need to involve the clothing industry, right?" Wu Zhixiaoji was a little confused about this.

"It's just a cover-up." Fan Wubing replied.
Chapter completed!