Codes and Antlers Abound at a Coca-Cola China Promotion in Bengbu

Coca-Cola promotional event in Bengbu, China

For this year's summer campaign, Coca-Cola China with the help of McCann World group rolled out new packaging called the "Code bottle":

Cia Hatzi, McCann Worldgroup Regional Vice President for Coca-Cola said, "The codes include more than just emoticons, but also numbers mixed with characters and graphics. When communication involves feelings and emotions, we can turn conversations into real connections, which is the role Coca-Cola can help facilitate.”

The campaign debuts with two films that will run on both TV and digital platforms. The stories focus on friendship and romance, two themes which appeal to Chinese youth. The first spot, “Friend Hunt” [which came out in June] centers around an invitation, using codes, to connect with friends for a special moment. . . .

The second film, “Break-up”, [which came out in July] incorporates codes for consumers to trace a young couple’s relationship journey, from the first time they met, to their first date, first kiss, first fight and first break-up, and ultimately how they reconcile over a bottle of Coke.

Versions of both ads were displayed yesterday in a Coca-Cola promotional event at the Intime City (银泰城) shopping center in Bengbu, Anhui province. The last time I took a close look at a similar Coca-Cola promotion, I possibly came close to destroying one of the displays due to incorrectly believing the intended interaction involved slamming a red target as hard as one could. This time I decided to avoid any undesired feats of strength and just observed.

In addition to the large video screen, there were interactive booths, none of which even to me looked like they required any hitting.

The more stations visitors attended, the bigger of a gift they could receive in return. For example, with a stamp from one station visitors could get a small bottle of Coke. With five stamps, though, visitors could use a machine which produced a large Code bottle according to their own specifications. The station with the longest line was a virtual reality ride.

Also popular was a money grabbing booth which somewhat ineffectively blew paper tokens instead of money.

Of course there was plenty of Coke around.

And at least some of the part-time staff were college students.

The full festivities lasted just one day, and today only a scaled-down version remained.

All of the red deer antlers on displays, bottles, and heads of female staff aren't signs of Coca-Cola getting into the winter holiday spirit way too early. Instead, they are an integral part of this and other Coco-Cola promotions featuring the popular Chinese singer and actor Lu Han, who is the main character in the "Friend Hunt" ad. The character for "Lu" — 鹿 — in his name means "deer" and many of his fans wear deer antlers to show their support. One of Lu Han's performances in Beijing even set a Guinness World Records title for "largest gathering of people wearing antlers" with 1,731 participating. For context, this number surpasses the world record for "most dogs in costumed attire", which was set by 1326 dogs in St. Louis, USA, but falls well short of the world record for "largest gathering of people wearing false moustaches", which was set by 6,471 humans in Denver, USA.

In addition to the antlers, the displays include other references to Lu Han, such as the Shanghai mailbox he made famous. So along with the codes, there was no shortage of symbolism. The event seemed to be a success in terms of turnout yesterday. They may have hoped for a slightly larger crowd when I happened to be observing, but many more people would have made it difficult to move around and participate.

After conversations with some of the staff, I was given an small ice cold bottle of Coke. Perhaps they felt I had interacted enough despite not participating at any of the stations. Perhaps they were just happy I didn't mistake anything for a strength tester this time.

Two Examples of Localization With Differing Results: Starbucks and Uber

Multinational companies grant vary degrees of independence to regional teams. One reason for increased independence is to enable the company to best adjust to local conditions. One piece about how this can work out and one piece about how this can go awry:

1. Keeping with the recent Starbucks theme here . . . Russell Flannery shares some thoughts from Belinda Wong, the country CEO for Starbucks in China, about the freedom they have to localize the Starbucks experience there:

Overall, the localization effort seems more subtle than overwhelming, making its approach "similar but not so similar" to what the company does in the U.S., Wong says. "I have to think about where you live, where you work and how you travel," she says. "This has to speak to you and not to folks in other countries. I like the fact that we are not the kind of the company that enforces what has to be done in the U.S. to be in China, and I think that forms part of why we are successful in China: because we are able to make sure that everything is developed in China with the Chinese consumers in mind."

2. In a in-depth story of how Uber knowingly rented unsafe recalled vehicles to many of its drivers in Singapore (link briefly goes through Twitter*), Douglas MacMillan and Newley Purnell detail how the desire to localize headed in the wrong direction:

Singapore in 2013 was Uber’s first Asian city, a beachhead for expansion. Uber however struggled to find enough drivers, documents show. The cost of owning a car there is among the highest in the world.

Uber created a unit, Lion City Rentals Pte Ltd., or LCR, in February 2015 to rent Uber-owned cars to drivers for about $50 a day. Buying a fleet of cars was new for Uber, whose business model relies on not owning assets. . . .

Rather than buy most new vehicles from authorized Honda and Toyota Motor Corp. dealers, Uber’s LCR unit bought new sedans and SUVs from more than a dozen auto importers, the emails show. These small dealers operate in the gray market—a legal channel outside manufacturers’ authorized networks—where safety, service and legal contracts are difficult to enforce. The Singapore team calculated it would be able to buy cars for 12% less than at authorized Honda dealers, according to the emails.

The fascinating piece captures how things went downhill from there in a variety of ways.



*I used a Twitter generated link because the Wall Street Journal offers free access to its articles if visited from there and some other sites as well. Otherwise, a paywall may appear for some readers. I could achieve the same effect by embedding a tweet here. I will share some thoughts about this practice in a later post. The tweet that generated the link is here. The direct link to the article is here.

China's Struggles With English: A Starbucks "Grond Open" in Bengbu

While signs of Starbucks localizations aren't hard to spot in China, such as its red bean scones, one sign displayed on the opening day for the second Starbucks in Bengbu probably isn't how Starbucks wants to adapt in China.

"Grond Open" presumably resulted from a combination of spelling and grammatical errors in translating the Chinese phrase below "盛大开业", which is typically translated as "Grand Opening". When I asked staff about the sign, one young woman told me it had been made by a local company in Bengbu. While them using a local printer doesn't surprise me, with Starbucks opening more than a store per day on average in China I would still expect them to use a design distributed by Starbucks' central corporate office in China. But perhaps displaying a grand opening sign isn't standard and Starbucks corporate hadn't planned for a store to take this route. The last time I saw a Starbucks store on its first day was over six years ago in Kunming, so I can't say from personal experience whether grand opening signs are common or not. A quick online search didn't turn up any similar examples from Starbucks elsewhere in China.

English mistakes like "Grond Open" on professionally made signs, displays, menus, etc. are rather easy to find in China, and the Chinese government wants to reduce their prevalence. It seems fair to have higher expectations in this regard for U.S. based chains, particularly one as successful, prominent, and internationally experienced as Starbucks. That even they slip up suggests it might be a while before such mistakes become a rare sight.

A Bengbu Bike Over the Railroad Tracks

On Weisi Road (纬四路)

A Bengbu Bike

Just Another Day in China: Starbucks Opens 2nd Store in Bengbu

For several weeks, the status of the second Starbucks in Bengbu hasn't been clear. This afternoon I had reason to stop by the Intime City (银泰城) shopping center and discovered the store is now finally open — part of Starbucks opening more than a store a day on average in China. I didn't have plans for a caffeine boost, but I decided to check things out and immerse myself in the experience.

Staff excitedly told me it was their first day of operations. They hadn't opened earlier because some supplies and equipment hadn't yet arrived.

As at Starbucks elsewhere in China, many of the staff wore name tags displaying English names. Typically some of the names are more creative and wouldn't be common in western countries. The name used by the young woman who took my order fit in this category.

In short, the coffee tasted just like the coffee at the Starbucks 1000 meters down the street and other Starbucks much farther away. Although at the moment this location doesn't appear in the store finder for Starbucks in China, it seems safe to say the store isn't a fake. It was about one third to one half full of paying customers while I was there. At times there was a line at the counter, but at other times you could roll right up to place an order.

While this Starbucks reflects Bengbu's recent growth to a degree, what's reflected off of the front of the store will say more about Bengbu's future.

Many residential and commercial building projects are currently underway in Bengbu. Many, many, many. They raise serious questions which also apply to other cities in China. More about that later.

A Bengbu Memory & Smile

Both of these photos were taken on Huali Street (华利街), which at times is packed with street vendors selling a variety of food. More about some of the life there another day.

Xiangqi in Bengbu

For a contrast to children dancing at night in Bengbu, an addition to the photo series of people playing xiangqi:

On Huafeng Street (华丰街) during a rather hot afternoon in Bengbu

Children Out to Dance in the Bengbu Night

I have been thinking a lot about Liu Xiaobo, the possibility VPNs will soon become much more difficult to use in China, and China's expanding censorship. For now, something on a lighter and cheerier note . . .

People dancing in groups at parks is a common sight in much of China. Most of the time it doesn't involve children dancing in the dark though. So below are a few photos taken after 9 p.m. this past Wednesday and Thursday at Datang Park (大塘公园) in Bengbu. During my brief time watching, the children appeared to be dutifully following the dancing program, though at least once a few separated out to do their own thing.

Loved Winnie, Banned Winnie

For sale tonight at the Guohuo Road Pedestrian Street Night Market in Bengbu (perhaps some perspective)

Lined Up, Tied Up

Graffiti alongside Dongshuncheng Street (东顺城街) in Shenyang — October 22, 2016:

Burning Candles, Consumed Candles

At Luohan Temple in Chongqing, China