Home >

Coca-Cola, Lishi, Mercedes Benz'S History Of Chinese Marketing (Chart)

2010/9/24 16:39:00 150

??? 日本語 Fran?ais English 中文

Coca-Cola, lux, Mercedes Benz

...

These famous foreign brands are familiar to us. Some of them are closely related to our lives. But people may not know that some of these famous brands come directly from China. Some of them came to China at the beginning of the year, and they had all kinds of uninteresting things and fell into love with China.

Coca-Cola finds Ruan Lingyu

In 1927, when the Chinese revolution was in full swing, Coca-Cola's bottled drinks appeared in China.

At that time, the Chinese who used to drink tea were not very interested in this bitter water and spicy "ocean water". Coca-Cola's consumers were mainly foreigners in the concession and some upper class people.

How to expand Coca-Cola's influence and let ordinary people recognize and drink this beverage? Coca Cola Co is racking their brains.

When "Coca Cola" was first introduced to China, the Chinese name was pliterate to "thirsty and spicy". This name is really neither fish nor fowl. "Thirsty" is also a hot topic. How can this attract customers? In order to find a good Chinese name, Coca Cola has a product naming competition in China and the United Kingdom.

The London office, which is in charge of Asian business, advertised in the newspaper and offered a heavy reward.

At that time, a Chinese professor who was visiting Britain won the gold medal with "Coca-Cola".

At the same time, Coca Cola Co also asked the famous Ruan Lingyu to be an advertising spokesperson.

At that time, Ruan Ling Yu was very popular in the movie world with the goddess and the new woman.

Ruan Lingyu's photos and posters of Coca-Cola not only appear frequently in newspapers and magazines, but also are presented to customers in the form of calendars.

With the popularity of Ruan Lingyu, Coca-Cola began to enter the public stratum.

By 1933, Coca-Cola became the largest Coca-Cola soda plant outside Shanghai in the bottling plant of the United States.

By 1948, the plant produced more than 1 million boxes, creating a United States offshore.

Sale

Record.

Today, Coca-Cola is still at the forefront of the Chinese beverage market.

Its Chinese name remains the same.

The strategy also comes down to the same origin.

People who know the history and think of the old news in the old advertising history are filled with a sense of sadness.

{page_break}

Mercedes Benz is famous by Mei Lanfang.

In the 20s of last century, Liu Jiwen, the then mayor of the national government of Guangzhou, ordered the introduction of 6 chain driven Mercedes Benz trains from Germany to update the fire facilities in Guangzhou.

These fire engines have excellent performance and good reputation. They have been used to destroy the Guangzhou after the outbreak of the war of resistance against Japan.

In 1936, Mercedes Benz entered the mainland of China.

For most Chinese people, this is a strange brand. In view of the purchasing power of the Chinese at that time, Mercedes Benz positioned its marketing strategy on public vehicles.

At the beginning of entering China, Benz Corp participated in the truck assembly project in Shanghai. In the last year of the war of liberation, Benz Corp also supplied 40 buses to Tianjin.

The Mercedes Benz brand mainly depends on the quality of the Chinese people, but its marketing strategy is worth mentioning. The most famous one is the elegance of Benz Corp's Mei Lanfang.

In the 30s of last century, Mei Lanfang, a famous Peking opera performance artist, became the popular star of the public. It was called the first of four famous Peking Opera.

For such stars and artists, Benz Corp is different from other companies' usual practices, engaging them to advertise their products.

In fact, in view of Mr. Mei's artistic orientation, it is difficult for him to advertise in operation, so the Benz Corp came up with a wonderful idea of giving a car, which is called "sword to give knight errant, and fragrant car to send celebrities".

The Benz Corp presented a new Mercedes Benz on the grounds of appreciation of Mr. Mei's performing arts.

The black car not only inherited the consistent atmosphere of Mercedes Benz products, but also made changes in operational design.

In order to adapt to the left system in the traffic regulations of China at that time, the company placed the steering wheel right.

Later, the car was presented to his wife by Mr. Mei as a gift.

It is understood that decades later, the car also appeared at the motor show, attracting viewers to stop watching.

The act of giving a car is not only a matter of elegance, but also a wonderful marketing tool. It not only created news effects at that time, but also along with Mei Lanfang's trip, the car appeared frequently in the photos of reporters, published in the layout of major newspapers and periodicals.

{page_break}

Lui looks at Hu Die's temperament.

Speaking of the British makeup brand, the most impressive thing about Chinese people is its TV advertisement in the 80s of last century: a foreign beauty looks at the screen and says in an unquestionable tone: "I only use strength!"

Using international movie stars as image spokesmen is a consistent brand strategy.

In 1923, the famous British soap company, Lihua brothers, established its subsidiary China Soap Co in China.

After some preparations, by 1925, the company began to put into production.

At the beginning of the operation of the company, although the development momentum is good, there is still potential to be worked out.

At this time, the head of marketing of the company turned its attention to advertisements.

At that time, celebrity advertising was still a popular practice of Chinese and foreign companies.

As a highly positioned soap company, Lihua brothers asked the star to be a spokesperson for Li, not only beautiful in appearance but also elegant in temperament, especially the skin was fair and delicate, so the target was locked on the movie star Hu Die.

In 1931, Hu Die starred in "the singing girl red peony" became famous.

In 1933, during an audience voting for the best actress in the movie, Hu Die was elected the first "movie queen" in Chinese history.

Hu Die's appearance and temperament fully comply with the requirements of the Hercules. Hu Die is the spokesman for the Hercules. It is the star and soap that complement each other.

Soon, Hu Die's advertisement in the hands of Hercules appeared in the press and the posting, and the sales of Rex went up and down.

By 1939, the company had an annual output of more than 21.6 tons of soap.

Today, it seems that Hu Die's advertisement of lux is far less beautiful than that of today's movie stars. Only by smiling and Ying Mei, can he achieve the advertising effect.