[转帖]锻炼脑筋——“咖啡可乐”的下一步该怎么走？

徐老师

<p class="MsoNormal" style="margin:0cm 0cm 0pt"><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">锻炼脑筋——“咖啡可乐”的下一步该怎么走？</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　今天参加个电视台的研讨会，就是那种胡扯八道的扯淡会。坐下时，有三种饮料等着我喝——嗯，不错，这年头，能省点是点，我当即就决定，喝不完的打包带走。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　一杯是茶水，热乎乎的，不过，一般而言，就算是五星级饭店的会议厅，提供的也不是什么好茶叶，我坚决不喝，我打算把茶渣带走，回家做茶叶蛋去。另外两瓶呢，不错，很高级呀，娃哈哈的“健康快线”和“咖啡可乐”。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　我把两瓶都给拧开了，享受了一下有钱人的奢侈：舔完左瓶舔右瓶，不亦乐乎，才不管他们研讨什么呢。。。。。。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　直到提供这两瓶水的一娃哈哈公司总监（一小女子）发言，我才仔细听，她咕噜咕噜说着霍比特语，好在我老人家在骠骑国学过几句，也就大约能听得懂，基本上哩，她在说，“咖啡可乐”获得了很好的成绩，打算继续大幅度投入营销费用，乘胜追击，扩大战果，抢夺“两乐”（可口、百事）市场。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　老松鼠这种强悍牛人，最不喜嚼人家烂得够不够的口香糖，所以，抛块砖，大家砸一砸：</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　俺认为，“咖啡可乐”确实是个好概念，因为它恰恰在价值链上，玩出一个“蓝海”，可口、百事，当然是“正宗的可乐”，“正宗的优势”无须赘言，劣势恰恰在于——不敢颠覆自己。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　所以，在我看来，“非常可乐”非常之傻逼——当然跑到农村市场倒也不失为妙棋——而“咖啡可乐”才是妙招，颠覆着“可乐”这个概念玩！我本人其实也是可乐爱好者，我通常会毫不犹豫地“试试”新口味，看把可乐搞成什么样子了。可口可乐就比较惨……当年稍微把甜味增加了点，就遭遇铺天盖地的诋毁，哈哈哈哈……优势也是包袱啊。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　但是，接下来，我认为做大“咖啡可乐”就比较傻</span><span lang="EN-US" style="color:black"><font face="Times New Roman">X</font></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">了。这个概念不会很久的。。。。。热度不会持续，怎么办呢？在我看，就是继续颠覆，走时尚概念路线，乘胜追击——把咖啡味加浓，就是“</span><span lang="EN-US" style="color:black"><font face="Times New Roman">eprs</font></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">可乐”！多点奶味，“摩卡可乐”！喝之前摇一摇，多弄出点泡沫，“卡布奇诺可乐”！哈哈哈哈哈。。。。。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　娃哈哈通过这种“颠覆可乐”路线怎么保持领先？我看容易，前面说了，面对颠覆，可口、百事只能苦笑，自己不敢。那么诸多国内小企业呢？其实依然很容易摆脱竞争——娃哈哈强大的中央广告攻势和终端渠道能力，所谓比较优势嘛！国内能在饮料领域和娃哈哈抗衡的，无非就一个乐百氏集团，不过似乎乐百氏还因为与达能的磨合不畅“忧郁着”。所以，“颠覆可乐”路线，如果娃哈哈能玩得好，就没别人能贴近追随。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　呵呵，想着可口可乐、百事可乐一脑门子气氛的样子，我就想起麦肯锡发明的一个词：“在位者的诅咒”。</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　</span><span lang="EN-US" style="color:black"><br /></span><span style="color:black;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">　　（顺便说一句，“健康快线”倒还挺好喝的。）</span></p>