8
Check category
/
/
/
Make another COFCO Coca-Cola in five years! We chatted with the CEO about this "small goal"

资讯详情

Make another COFCO Coca-Cola in five years! We chatted with the CEO about this "small goal"

  • Categories:Industry news
  • Author:Snack generation
  • Origin:Snack generation
  • Time of issue:2021-04-13 20:41
  • Views:

(Summary description)For Qing Lijun, CEO of COFCO Coca-Cola, 2020 should be the most extraordinary year of his career. After working for the company for 20 years, he took over as CEO in January last year, and soon encountered the “big test” of the epidemic shortly after taking office.

To

Looking back on the past year, Qing Lijun told Xiaoshidai in a recent exclusive exchange: “I think the epidemic is a touchstone for us from now on.” He believes that the epidemic can test out the company’s system and sales network. Whether it is strong, and at the same time has contributed to more business shifting from offline to online.

To



Qing Lijun, CEO of COFCO Coca-Cola

To

Standing at a new starting point in 2021, COFCO Coca-Cola is also moving towards the next "small goal". Qing Lijun revealed to Xiaoshidai that the company has set a goal for the 14th Five-Year Plan, which is to rebuild a COFCO Coca-Cola in the next five years and strive to lead the industry in terms of market share in the operating area.

To

In this exchange, he also talked about the unforgettable moments in 2020, the changes brought about by the strategic adjustment of Coca-Cola, the growth momentum and the judgment of industry trends, etc. Next, let's listen to what the head master said.

To

The "Most Unforgettable" of 2020

To

In Qing Lijun's view, the reason why COFCO Coca-Cola was able to hand over a report card of double growth in revenue and profits last year was largely due to team cohesion.

To

During the exchange, he told Xiaoshidai that COFCO Coca-Cola was the first company in the beverage industry to recover, and its performance in April last year had exceeded the level of the same period. "From this perspective, we can see that our business model, network, marketing network, customer groups, and business team all have a powerful force." He said.

To

Among them, the resilience displayed by the business team left the deepest impression on Qing Lijun. For example, the COFCO Coca-Cola Hunan team talked with the villagers for 2 hours in order to be able to deliver the goods into the closed towns.

To



In addition to team strength, timely response also helped COFCO Coca-Cola get rid of the haze of the epidemic. According to Qing Lijun, due to the accelerated development of online sales, the company established a new retail business department last year to oversee the integrated marketing of B2C, O2O, and online stores on major platforms, including live delivery of goods.

To

"The general manager of all our bottling plants and the live broadcast tour group of the bottling plants total more than 200 people. From my beginning, all the management teams have to bring the goods online in person." Qing Lijun told Xiaoshidai. On the night of the 618 promotion last year, he personally brought the goods in the Douyin live broadcast room.

To



To

Coca-Cola's new strategy

To

For COFCO Coca-Cola, another important change brought about last year is that Coca-Cola, which has worked closely with it, has made major strategic adjustments, including simplifying the organizational structure and reducing the brand portfolio.

To

Although Coca-Cola has not disclosed more information on the impact of the above adjustments on the Chinese market, Qing Lijun pointed out in the exchange that COFCO Coca-Cola’s business will not be negatively affected as a result, and the new strategy has improved the efficiency of new product introduction and communication between the two parties.

To

He revealed to Snack Foods that Coca-Cola's brand reorganization is mainly for foreign markets, and the brands operated by COFCO Coca-Cola "all can be retained." After the combing is completed, the company can introduce more new brands to China more efficiently. According to COFCO Coca-Cola's official website, the company currently operates 20 brands in 10 categories.

To



However, compared to brand combing, COFCO Coca-Cola pays more attention to structural changes. Qing Lijun said that under the new structure of Coca-Cola, Greater China has become an independent regional market, reporting directly to the Coca-Cola global headquarters. This makes the communication between Chinese bottlers, Coca-Cola China headquarters and global headquarters faster and smoother.

To

The North American sparkling water AH-HA! Small universe, which was launched in China in March, is one example. According to Qing Lijun, after COFCO Coca-Cola asked for a lightly sparkling water, Coca-Cola made the "fastest response" and selected AH-HA!, which was recently launched in the United States but performed well. This sparkling water is also the fastest product introduced in the Coca-Cola China system, which lasted about 7 months.

To



To

He also told Snack Foods that last year, COFCO Coca-Cola proposed a new strategy of "faster and more effective" and successfully promoted 41 new products to the market. "This year, I think the number of new SKUs that I want to promote on the market should be no less than this

Make another COFCO Coca-Cola in five years! We chatted with the CEO about this "small goal"

(Summary description)For Qing Lijun, CEO of COFCO Coca-Cola, 2020 should be the most extraordinary year of his career. After working for the company for 20 years, he took over as CEO in January last year, and soon encountered the “big test” of the epidemic shortly after taking office.

To

Looking back on the past year, Qing Lijun told Xiaoshidai in a recent exclusive exchange: “I think the epidemic is a touchstone for us from now on.” He believes that the epidemic can test out the company’s system and sales network. Whether it is strong, and at the same time has contributed to more business shifting from offline to online.

To



Qing Lijun, CEO of COFCO Coca-Cola

To

Standing at a new starting point in 2021, COFCO Coca-Cola is also moving towards the next "small goal". Qing Lijun revealed to Xiaoshidai that the company has set a goal for the 14th Five-Year Plan, which is to rebuild a COFCO Coca-Cola in the next five years and strive to lead the industry in terms of market share in the operating area.

To

In this exchange, he also talked about the unforgettable moments in 2020, the changes brought about by the strategic adjustment of Coca-Cola, the growth momentum and the judgment of industry trends, etc. Next, let's listen to what the head master said.

To

The "Most Unforgettable" of 2020

To

In Qing Lijun's view, the reason why COFCO Coca-Cola was able to hand over a report card of double growth in revenue and profits last year was largely due to team cohesion.

To

During the exchange, he told Xiaoshidai that COFCO Coca-Cola was the first company in the beverage industry to recover, and its performance in April last year had exceeded the level of the same period. "From this perspective, we can see that our business model, network, marketing network, customer groups, and business team all have a powerful force." He said.

To

Among them, the resilience displayed by the business team left the deepest impression on Qing Lijun. For example, the COFCO Coca-Cola Hunan team talked with the villagers for 2 hours in order to be able to deliver the goods into the closed towns.

To



In addition to team strength, timely response also helped COFCO Coca-Cola get rid of the haze of the epidemic. According to Qing Lijun, due to the accelerated development of online sales, the company established a new retail business department last year to oversee the integrated marketing of B2C, O2O, and online stores on major platforms, including live delivery of goods.

To

"The general manager of all our bottling plants and the live broadcast tour group of the bottling plants total more than 200 people. From my beginning, all the management teams have to bring the goods online in person." Qing Lijun told Xiaoshidai. On the night of the 618 promotion last year, he personally brought the goods in the Douyin live broadcast room.

To



To

Coca-Cola's new strategy

To

For COFCO Coca-Cola, another important change brought about last year is that Coca-Cola, which has worked closely with it, has made major strategic adjustments, including simplifying the organizational structure and reducing the brand portfolio.

To

Although Coca-Cola has not disclosed more information on the impact of the above adjustments on the Chinese market, Qing Lijun pointed out in the exchange that COFCO Coca-Cola’s business will not be negatively affected as a result, and the new strategy has improved the efficiency of new product introduction and communication between the two parties.

To

He revealed to Snack Foods that Coca-Cola's brand reorganization is mainly for foreign markets, and the brands operated by COFCO Coca-Cola "all can be retained." After the combing is completed, the company can introduce more new brands to China more efficiently. According to COFCO Coca-Cola's official website, the company currently operates 20 brands in 10 categories.

To



However, compared to brand combing, COFCO Coca-Cola pays more attention to structural changes. Qing Lijun said that under the new structure of Coca-Cola, Greater China has become an independent regional market, reporting directly to the Coca-Cola global headquarters. This makes the communication between Chinese bottlers, Coca-Cola China headquarters and global headquarters faster and smoother.

To

The North American sparkling water AH-HA! Small universe, which was launched in China in March, is one example. According to Qing Lijun, after COFCO Coca-Cola asked for a lightly sparkling water, Coca-Cola made the "fastest response" and selected AH-HA!, which was recently launched in the United States but performed well. This sparkling water is also the fastest product introduced in the Coca-Cola China system, which lasted about 7 months.

To



To

He also told Snack Foods that last year, COFCO Coca-Cola proposed a new strategy of "faster and more effective" and successfully promoted 41 new products to the market. "This year, I think the number of new SKUs that I want to promote on the market should be no less than this

  • Categories:Industry news
  • Author:Snack generation
  • Origin:Snack generation
  • Time of issue:2021-04-13 20:41
  • Views:
Information

For Qing Lijun, CEO of COFCO Coca-Cola, 2020 should be the most extraordinary year of his career. After working for the company for 20 years, he took over as CEO in January last year, and shortly after taking office, he ran into the “big test” of the epidemic.

 

Looking back on the past year, Qing Lijun told Xiaoshidai in a recent exclusive exchange: “I think the epidemic is a touchstone for us from now on.” He believes that the epidemic can test out the company’s system and sales network. Whether it is strong, and at the same time, it has contributed to more business shifting from offline to online.

 

Qing Lijun, CEO of COFCO Coca-Cola

 

Standing at a new starting point in 2021, COFCO Coca-Cola is also moving towards the next "small goal".Qing Lijun revealed to Xiaoshidai that the company has set a goal for the 14th Five-Year Plan, which is to rebuild a COFCO Coca-Cola in the next five years, and strive to lead the industry in its market share in the operating area.

 

In this exchange, he also talked about the unforgettable moments in 2020, the changes brought about by the strategic adjustment of Coca-Cola, the growth momentum and the judgment of industry trends, etc. Next, let's listen to what the head master said.

 

The "Most Unforgettable" of 2020

 

In Qing Lijun's view, the reason why COFCO Coca-Cola was able to hand over a report card of double growth in revenue and profits last year was largely due to team cohesion.

 

He told Xiaoshidai in the exchange,COFCO Coca-Cola is the first company in the beverage industry to recover. Its performance in April last year exceeded the level of the same period.。“From this perspective, we can see that our business model, network, marketing network, customer groups, and business team all have powerful forces. "He says.

 

Among them, the resilience displayed by the business team left the deepest impression on Qing Lijun. For example, the COFCO Coca-Cola Hunan team talked with the villagers for 2 hours in order to be able to deliver the goods into the closed towns.

 

In addition to team strength, timely response also helped COFCO Coca-Cola get rid of the haze of the epidemic. According to Qing Lijun, due to the accelerated development of online sales,The company established a new retail business department last year to oversee the integrated marketing of B2C, O2O, and online stores on major platforms, including live delivery of goods.

 

"The general manager of all our bottling plants and the live broadcast group of the bottling plants total more than 200 people. From my beginning, all the management teams have to bring the goods online in person." Qing Lijun told Xiaoshidai. On the night of the 618 promotion last year, he personally brought the goods in the Douyin live broadcast room.

 

 

Coca-Cola's new strategy

 

For COFCO Coca-Cola, another important change brought about last year is that Coca-Cola, which has worked closely with it, has made major strategic adjustments, including simplifying the organizational structure and reducing the brand portfolio.

 

Although Coca-Cola has not disclosed more information on the impact of the above adjustments on the Chinese market, Qing Lijun pointed out in the exchange,The business of COFCO Coca-Cola will not be negatively affected as a result, and the new strategy will increase the efficiency of new product introduction and communication between the two parties.

 

He revealed to Snack Foods that Coca-Cola's brand reorganization is mainly for foreign markets, and the brands operated by COFCO Coca-Cola "all can be retained." After the combing is completed, the company can introduce more new brands to China more efficiently.​​​​​​​According to COFCO Coca-Cola's official website, the company currently operates 20 brands in 10 categories.

 

However, compared to brand combing, COFCO Coca-Cola pays more attention to structural changes. Qing Lijun said that under the new structure of Coca-Cola, Greater China has become an independent regional market, reporting directly to the Coca-Cola global headquarters.This makes the communication between Chinese bottlers, Coca-Cola China headquarters and global headquarters faster and smoother.

 

The North American sparkling water AH-HA! Small universe, which was launched in China in March, is one example. According to Qing Lijun, after COFCO Coca-Cola asked for a lightly sparkling water, Coca-Cola made the "fastest response" and selected AH-HA!, which was recently launched in the United States but performed well.This sparkling water is also the fastest product introduced in the Coca-Cola China system, which lasted about 7 months.

 

 

He also told Snack Foods that last year, COFCO Coca-Cola proposed a new strategy of "faster and more effective" and successfully promoted 41 new products to the market."This year, I think the number of new SKUs that I want to promote on the market should be no less than this number."

 

Five-year goal

 

After a special year of 2020, COFCO Coca-Cola is now also ready for the next "five-year small goal."

 

Speaking of “recreating a COFCO Coca-Cola in five years,” Qing Lijun told Xiaoshidai: “It should be said that this goal is very challenging for us, and we have not left much room for ourselves.”

 

 

So, where does COFCO Coca-Cola's future growth momentum come from? In this regard, Qing Lijun gave four answers.

 

The first is to increase consumer penetration."There are 700 million people in the area authorized by COFCO Coca-Cola. 700 million people are a huge treasure. We need to serve these consumers more. This is the biggest driving force for growth." Qing Lijun said .

 

The second is to expand the customer base."We actually still have some customers who have not been able to directly serve. There is still room to serve and reach more consumers through these customers." Qing Lijun told Xiaoshidai.

 

COFCO Coca-Cola Liaoning Plant Launches "Guardian for Love" Project

 

The third is to increase the size of emerging channels and marketing methods.Qing Lijun said that consumers who were previously unable to directly reach COFCO Coca-Cola products can now be reached through online sales, live broadcast and other methods. "We now have new channels and channels to reach consumers, which is also the driving force for our growth." Qing Lijun said.

 

Fourth, we must seize the opportunity of upgrading beverage consumption.Taking packaged water as an example, Qing Lijun pointed out that in the past, consumers mainly drank water for one dollar. Nowadays, due to increased income and higher pursuit of product quality, consumers may have to drink water for 2-3 yuan, while COFCO Coca-Cola must also provide products that meet consumption upgrades.

 

展望未来,庆立军认为“数字化”是重要的增长引擎。For example, the sales application software "Coke GO" launched by the company can greatly improve the efficiency of new products on the market. According to reports, in the past, salespersons had to personally visit customers with new products, and it took about a week for a salesperson to complete the visit. Now, the company can let all customers know about new products in one day through the live broadcast of Coke GO.

 

"I think that in the future, this company can be transformed from a traditional fast-moving consumer goods company into a company with scientific and technological connotations, so that it can go longer, longer and more stable." Qing Lijun said.

 

Qing Lijun

 

"Follow the trend"

 

In this exchange, the beverage veteran who has worked for COFCO Coca-Cola for more than 20 years also gave multiple predictions on the development of the industry.

 

In terms of products, Qing Lijun proposed that there will be more products across different categories, and new products such as aerated tea beverages and aerated juices may also appear."The overall feeling is that many beverages are now developing in the field of gas, and some companies have introduced lactic acid bacteria-flavored sparkling water." In this regard, he analyzed to the snack representative that because the bubble-containing liquid can stimulate the tongue and oral cavity, it makes consumers happy. Sense, I believe this is an important reason why many beverages are moving in the direction of gas.

 

In the market structure, he said that due to the continuous emergence of new products, the original corporate development pattern may change.If the company cannot keep up with the new changes in time, its market position may also be overturned by the cutting-edge brand.

 

In terms of industry technology, more flexible production lines are expected to become a key direction.Qing Lijun told Xiaoshidai: "In the past, this industry still pursued the scale effect, such as the scale of the production line. Then due to the differentiation of consumers in the future, some production lines with small production capacity and fast conversion speed are more likely to be favored and used by manufacturers. "In addition, the beverage industry is also actively exploring digitalization.

 

In the eyes of Qing Lijun, "following the trend" is the key to COFCO Coca-Cola's foothold in the beverage industry.

 

"What is this trend? It is the trend of consumer demand changes. As long as we seize this trend and launch corresponding products, whether it is our innovative products or following products. I believe that as long as we can grasp this trend, we will give full play to our With its channel advantages and digital development capabilities, COFCO Coca-Cola will still have advantages in the future." Qing Lijun said.

8

HANGZHOU ZHONGYA MACHINERY CO., LTD.

zy