Coke targets China drinkers as its major market by 2020
By Zhang Fengming |
May 9, 2010, Sunday
|
Print Edition
Print Edition
COCA-COLA expects China to become the US soft drink company's biggest market by 2020 on the back of consistently strong double-digit growth.
It believes that the partnership with World Expo 2010 Shanghai can help the company reach out to more clients, a senior manager said yesterday.
The Atlanta-based company yesterday celebrated "Coca-Cola Day" at World Expo with a series of mega-celebrations that also commemorated the debut of the first icy-cold Coca-Cola in 1886.
"China is now Coca-Cola's third-biggest market. We expect by 2020 China will be its largest market in the world," said Neeraj Garg, general manager of Coca-Cola China's Expo project.
"The World Expo is expected to attract 70 million visitors throughout 184 days and we're taking this opportunity to really connect with everyone of them," said Garg.
Brenda Lee, vice president of public affairs and communications of Coca-Cola China, said the aim to be the company's No. 1 market also depends on the growth of other markets.
"We'll go all out to run faster," Lee said.
The US market is the biggest for the world's largest soft drink maker, with a yearly per capita consumption of more than 500 bottles of Coca-Cola brands in 2009.
Double digit growth
Its per capita consumption in China was 32 bottles last year but the market has returned double-digit growth for eight years.
"Coca-Cola Day" marks the celebration of a rich history, from beginning's selling the first Coke in Atlanta, Georgia, to the present, with a portfolio of more than 500 brands sold in 206 world markets.
The gala-celebration yesterday included the performance together by Jacky Cheung and Jane Zhang, two Chinese pop-stars, and K'naan, who introduced the new Chinese version of "Wavin' Flag -- Coca-Cola Celebration Mix," the uplifting music anthem that will be the soundtrack for Coca-Cola's marketing campaign at the 2010 FIFA World Cup in South Africa.
"Both Expo 2010 and the FIFA World Cup are about bringing people together and celebrating the optimism of human spirit," said Glenn Jordan, group president of Coca-Cola's Pacific Group.
"As a global corporate sponsor of both of these milestone events, the live performance of the Coca-Cola music anthem for the 2010 FIFA World Cup today allows us to celebrate Coca-Cola Day while also sharing the passion and excitement around the events with China and the world," added Jordan.
Expo officials, thousands of Coca-Cola employees and tens of thousands of visitors attended Coca-Cola Day.
The events are the start of a celebration to welcome the 125th year since Coca-Cola was first served, which will be commemorated next year on May 8, 2011.
"Our partnership with Shanghai Expo is a confirmation of Coca-Cola's strong commitment to China," said Jordan.
Natural place
"We have great confidence in the future success of China, and Coca-Cola remains strongly committed to growing together with China.
"This is a natural place for us to celebrate Coca-Cola's birthday," he said.
Visitors to the Coca-Cola Happiness Factory will experience a unique journey that celebrates the power of refreshment while showcasing innovations in beverages and sustainability worldwide.
"Times have changed. Our recipe hasn't. And never will. Coca-Cola is 100 percent authentic," Jordan added.
It believes that the partnership with World Expo 2010 Shanghai can help the company reach out to more clients, a senior manager said yesterday.
The Atlanta-based company yesterday celebrated "Coca-Cola Day" at World Expo with a series of mega-celebrations that also commemorated the debut of the first icy-cold Coca-Cola in 1886.
"China is now Coca-Cola's third-biggest market. We expect by 2020 China will be its largest market in the world," said Neeraj Garg, general manager of Coca-Cola China's Expo project.
"The World Expo is expected to attract 70 million visitors throughout 184 days and we're taking this opportunity to really connect with everyone of them," said Garg.
Brenda Lee, vice president of public affairs and communications of Coca-Cola China, said the aim to be the company's No. 1 market also depends on the growth of other markets.
"We'll go all out to run faster," Lee said.
The US market is the biggest for the world's largest soft drink maker, with a yearly per capita consumption of more than 500 bottles of Coca-Cola brands in 2009.
Double digit growth
Its per capita consumption in China was 32 bottles last year but the market has returned double-digit growth for eight years.
"Coca-Cola Day" marks the celebration of a rich history, from beginning's selling the first Coke in Atlanta, Georgia, to the present, with a portfolio of more than 500 brands sold in 206 world markets.
The gala-celebration yesterday included the performance together by Jacky Cheung and Jane Zhang, two Chinese pop-stars, and K'naan, who introduced the new Chinese version of "Wavin' Flag -- Coca-Cola Celebration Mix," the uplifting music anthem that will be the soundtrack for Coca-Cola's marketing campaign at the 2010 FIFA World Cup in South Africa.
"Both Expo 2010 and the FIFA World Cup are about bringing people together and celebrating the optimism of human spirit," said Glenn Jordan, group president of Coca-Cola's Pacific Group.
"As a global corporate sponsor of both of these milestone events, the live performance of the Coca-Cola music anthem for the 2010 FIFA World Cup today allows us to celebrate Coca-Cola Day while also sharing the passion and excitement around the events with China and the world," added Jordan.
Expo officials, thousands of Coca-Cola employees and tens of thousands of visitors attended Coca-Cola Day.
The events are the start of a celebration to welcome the 125th year since Coca-Cola was first served, which will be commemorated next year on May 8, 2011.
"Our partnership with Shanghai Expo is a confirmation of Coca-Cola's strong commitment to China," said Jordan.
Natural place
"We have great confidence in the future success of China, and Coca-Cola remains strongly committed to growing together with China.
"This is a natural place for us to celebrate Coca-Cola's birthday," he said.
Visitors to the Coca-Cola Happiness Factory will experience a unique journey that celebrates the power of refreshment while showcasing innovations in beverages and sustainability worldwide.
"Times have changed. Our recipe hasn't. And never will. Coca-Cola is 100 percent authentic," Jordan added.
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