洋品牌的中国生意经
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百事 百事可乐公司（PepsiCo）在中国市场打拼已久。公司在三十多年前就已经进入中国市场。而去年，这家公司在上海开设了除美国之外全球最大的研发中心，表明它越来越重视在亚洲地区实现产品本地化。 百事针对中国市场调整了产品口味——比如消费者可以购买芝士焗龙虾味的乐事（Lays）薯片，也可以购买芝士味、可乐鸡味和麻辣火锅味。而且，公司还开发了一些全新的产品。百事的桂格（Quaker Oats）燕麦片还可以提供中国传统早餐——白粥。燕麦片依然在中国出售，但中国消费者还没有把燕麦作为一种常见的早餐食品，因此它并不像在西方市场一样受欢迎。百事最近开始销售一种桂格即食冲泡饮品，有紫薯味等多种口味可供选择。 百事可乐中国区研发负责人胡欣元解释说，公司将努力平衡品牌的西方内涵和中国消费者带来的影响。他举例说，百事的纯果乐果汁（Tropicana）中含有真实的橘子果粒，这是因为中国消费者更习惯吃水果，而不是喝果汁。 |
Pepsi PepsiCo is hardly new to the Chinese market. It's been in the country for three decades. But last year the company signaled its growing commitment to localizing its products in the region by opening its largest research and development center outside the U.S. in Shanghai. Flavors are altered for the market—you can buy Lays potato chips like Baked Lobster with Cheese, Cola Chicken, and the Numb & Spicy Hot Pot—but entirely new products have been developed, too. PepsiCo's Quaker Oats line offers a breakfast product like congee, a traditional rice porridge. The company's oatmeal is still sold in China but is not a typical breakfast food for the market, and therefore not as popular. PepsiCo also recently started selling a Quaker instant-powdered hot drink that comes in flavors like purple sweet potato. Shank Hu, who heads up R&D for PepsiCo in China, explains that the company tries to balance the western aspects of the brand with Chinese influence. Its Tropicana juice, for example, contains real mandarin orange pieces because Chinese consumers are more used to eating fruit than drinking juice, he says. |
