Pepsi's "Electric Business Platform" strategy: Opening Pepsi Mall with small caps

In Hunan TV's "http://www.aliyun.com/zixun/aggregation/9302.html" > Day Up "column performance guitar playing, is the Pepsi-Cola Greater China market interaction Director Tang Jiaching plan things. Originally for the purpose of planning brand activities, in this young people love to watch the program, the March 22 just on line to promote the "Pepsi Taobao" (pepsi.tmall.com) E-commerce platform, but, "accidentally put himself in." Tang Jiaching talk quite funny.

The event site, PepsiCo Greater China chief market Officer Li Ziqiang, personally introduced the Pepsi Taobao function and Pepsi caps on the platform to use the way. It is difficult to count how many people have seen the program after the visit to Taobao, found their favorite merchandise, but the program broadcast that night, due to traffic overload, resulting in the site seconds kill activities downtime is indeed a fact.

Caps are also commercial media

Fast-moving consumer goods companies wading in E-commerce is not novel, surprisingly, Pepsi Taobao does not sell Pepsi Company's products.

To explain the questions raised, Tang Jiaching from a dinner.

In May 2011, Tang Jiaching and his boss Li Ziqiang with Shanghai Bao Zun E-commerce Company's boss to eat, three people in the discussion Pepsi how to combine with E-commerce, the initiation of the idea of doing an e-commerce platform, this platform to be able to exchange Pepsi bottle caps on the way to enjoy preferential prices, Attract young people to the Internet, and on the platform there should be a collection of branded goods that young people love.

In this chess game, the new yellow Pepsi bottle serves as the key medium between the brand and the consumer of the link Pepsi brand, Pepsi Taobao. Now the Pepsi bottle is different from the cap that was previously uncovered, and the string on the cap can be exchanged in three different plates each time, the most can save 1500 yuan.

Fashion, young people's favorite brands, affordable prices, which are attractive to young people, and all they need to do is pick a Pepsi product when choosing a drink. In any case, helping to achieve sales is the fundamental driver of company innovation. But Pepsi's purpose is more than that.

"Today we really want to do a good job in marketing, a wide range of horizons, not that we sell carbonated beverages, do this (E-commerce) also sell only carbonated beverages." Pepsi represents young people, let the Pepsi brand into the consumer's life, the impact on their lives is we have to consider. "Tang Jiaching said.

Seek and move. Considering that only Pepsi and Shanghai Bao Zun two in the field of E-commerce open influence is still deficient, so Pepsi found in the E-commerce platform in the field of the most influential Taobao mall (now renamed as the Day Cat. Now the name of "Pepsi Taobao" is the combination of Pepsi and Taobao. September 2011, the tripartite signed a contract, thus, the operation of the "Pepsi Taobao" Curtain officially opened.

Through research, Pepsi finds that what young people need most now is to achieve the support they desire, both physical and mental, at two levels. From this, Pepsi established Pepsi Taobao "for the desire to create" slogan. At present, the four major sections of Taobao, in addition to meet the youth shopping and play "Shopping World", "Play Space", "Food Heaven and Earth", but also set up a dedicated to show young people creative, entrepreneurial project "original 108" plate. PepsiCo also defines Pepsi as the ultimate destination for young people in the virtual world, satisfying the desires of their lives.

After the establishment of positioning, Pepsi, Baozun, cat three parties according to their respective director has a division of labor. Brand promotion and offline channel marketing are the advantages of Pepsi. On the one hand, Pepsi specializes in the creation of the network drama "for the desire to create", has now taken four episodes, in the potato, Youku on the play, to May when the beverage sales into the peak season, Pepsi will also be introduced in the country by the artist Han Geng, Yang shot of advertising films; Through the sale of the bottle on the end of the sales of Taobao and the platform on the sale of the brand Pepsi drink, Pepsi hope that the offline consumers into the online consumption, in addition to assist partners to do some brand investment work.

Cat in the technical implementation and system management for Pepsi Taobao provides safety and security; Through the fixed "Pepsi Taobao" channel and rolling ads will be the day cat's own online users of the traffic into the Pepsi Taobao platform, and the days of the existing brands and businesses to introduce to Pepsi Taobao.

Compared to Pepsi and the cat, doing business-to-business Shanghai Bao Zun is not familiar to ordinary consumers, in fact, in its professional field Bao Zun is in the industry leading position, plus it and the cat has been known as cooperation, so Pepsi will be Pepsi Taobao day-to-day operations entrusted to its completion. Bao Zun's main areas of responsibility include: the entire Pepsi Taobao platform in the software level of development and maintenance work, the day-to-day operation of the platform, brand Investment management. Baozun previous business accumulation, to promote the Pepsi Taobao in six months in the online work. Pepsi Taobao currently brings together more than 40 brands, Philips, the United States, Asus, Nike, Li Ning, Levi's and so on about 35 brands from Bao-Zun existing customers.

After nearly six months of preparation, Pepsi Taobao officially on the March 22 this year. Tang Jiaching revealed that, after the early stage of the gradual preheating, to May 15, with a convertible bottle of Pepsi new packaging products will be all in place, China Unicom for Pepsi Taobao customized app will also be online, then, around Pepsi Taobao online, offline promotional activities will be fully spread out.