Rebirth in Hong Kong: From Dessert Shop to Industrial Empire.

Chapter 269 Daya Bay 5K (Seeking monthly tickets, recommendations, and subscriptions!)

Shinjuku Ward, Tokyo, Japan.

Zhao Liming, the head of Chenji Foods' Japanese branch, was looking at a bottle of beverage on the table.

These are samples that were just urgently delivered by the channel distributor.

The upcoming Pocari Sweat from Dajia Pharmaceuticals features a refreshing blue and white packaging that leans more towards the minimalist style of functional beverages.

"President, according to the distributors, Dajia Pharmaceutical has confirmed that Pocari Sweat will be officially launched in the national market at the beginning of next month."

These are products they sampled for free in the Kansai region, and reportedly, consumer feedback was positive.

Their product positioning highly overlaps with that of our Pulsating Electrolyte Water!

Xiao Lin, the marketing manager of the branch office, gave a serious report to Zhao Liming.

Zhao Liming picked up the bottle of Pocari Sweat, twisted it open, took a sip, and savored it.

It has a refreshing taste with a hint of saltiness and citrus flavor.

How are the sales of our own electrolyte water going lately?

Zhao Liming put down the bottle and asked.

Consumers are taking longer than expected to accept electrolyte water as a new product category.

Aside from some sales in the Chinese community and among some young people, sales in the mainstream market, especially in drugstores and vending machines, are generally mediocre.

"After all, they are domestic giants. Their Pocari Sweat came out with the concept of being suitable for the Japanese physique and replenishing sweat, and they also have strong support from hospital and pharmacy channels. They're coming on strong."

Zhao Liming remained silent.

Pulsating electrolyte water is unstoppable in Hong Kong and Southeast Asia, but in Japan, where there is a strong preference for local brands and a xenophobic attitude, it has encountered predictable difficulties in adapting to the local market.

The fact that Dajia Pharmaceutical chose this time to fully launch Pocari Sweat clearly shows that they have seen the potential of the electrolyte water market and are confident in their ability to gain an advantage by being a latecomer.

We cannot passively take a beating.

Zhao Liming sensed that relying solely on conventional marketing methods would likely be insufficient to shake everyone's local advantages. He needed headquarters' decision-making and, more importantly, their resource support.

Zhao Liming quickly made a decision and said to Xiaolin, "Prepare two reports immediately."

A detailed analysis of Pocari Sweat's product characteristics, pricing strategy, channel planning, and Google Ads (GG) campaign.

Another task is to assess our market positioning for our pulsating electrolyte water in Japan and identify any problems. I need to report this to our Hong Kong headquarters immediately.

"Yes, sir!" Kobayashi replied with a bow.

A few hours later, Ling Peiyi arrived at Chen Bingwen's office with an urgent telegram.

"Emergency report from Chen Sheng and Zhao Liming of the Japanese branch: Otsuka Pharmaceutical's Pocari Sweat will be fully launched early next month."

Ling Peiyi handed the telegram to Chen Bingwen and then sat down opposite him at his desk.

After reading Zhao Liming's report, Chen Bingwen frowned slightly.

Pocari Sweat arrived as scheduled, and even slightly earlier than I remembered from my previous life.

This may be because the early introduction of pulsating electrolyte water stimulated the market.

He understood Zhao Liming's concerns. The Japanese market is highly exclusive and has high channel barriers, while the company, as a local pharmaceutical giant, has obvious inherent advantages.

If you follow the usual marketing strategy, even if you manage to gain a foothold, it will be inefficient and costly.

"What do you think?" Chen Bingwen put down the report and asked.

As Chen Ji (Sugarheart Capital) grows in scale, Chen Bingwen is gradually delegating some specific tasks to his senior executives.

As the head of the food and beverage business group, Ling Pei-yi also worked in the Japanese market for several months and has a very good understanding of the situation in Japan.

She hesitated for a moment and said, "Mr. Chen, the situation in the Japanese market is special."

Our company has a strong foundation in pharmaceutical manufacturing, especially its advantages in pharmaceutical distribution channels, which are unmatched by us in the short term.

Pocari Sweat is backed by everyone and naturally carries the symbols of health and professionalism.

Although our pulsating electrolyte water has been proven in the market for its taste and efficacy, as an imported product, conventional marketing methods will likely have limited effectiveness and require a very large investment to quickly gain market share.

She paused, then continued her calm analysis: "More importantly, Japanese consumers need a long educational process to accept new brands."

People can make recommendations using their existing network of doctors and pharmacists, and can even access hospital pharmacies, which is something we can't do.

If we compete in the traditional way, we are likely to get bogged down in a war of attrition, and even if we manage to gain a foothold, it may end up being a losing proposition.

Chen Bingwen nodded; Ling Peiyi's analysis was very objective.

In their previous life, the pharmaceutical company even adopted a long-term, large-scale free giveaway strategy to promote Pocari Sweat, spending huge sums of money to educate the market.

Now that Pulse has entered the market first, it has to some extent taken on some of the market education costs for Pocari Sweat. Now that everyone is aggressively entering the market, they are here to reap the rewards.

"If the conventional approach doesn't work, then we'll use the unconventional approach."

Isn't he going to go public?

We'll give him a good beating.

You immediately reply to Zhao Liming: Approve a special marketing expense for him, the amount of which is two million US dollars initially.

There is only one goal.

In whichever city Pocari Sweat goes on the market, our Pulse Electrolyte Water will be available there, with a large-scale free sample giveaway campaign launched in advance!

Not just in parks and sports fields, but also in university campuses, office buildings, and around subway stations!

Didn't he emphasize his medical background?

We will use the most direct method to let as many consumers as possible taste our products first!

When it comes to taste, you can compare after you've tasted it.

Ling Peiyi was taken aback when she heard this.

Two million US dollars, equivalent to more than ten million Hong Kong dollars, were all given away for free?

This is simply burning money!

"Mr. Chen, isn't this investment a bit too much?"

"And won't giving it away for free affect the brand image?" Ling Peiyi asked.

"Extraordinary times call for extraordinary measures."

Chen Bingwen's attitude was very firm: "What we want is not sales volume in a short period of time or in a particular place, but to completely disrupt his rhythm and blur his focus when everyone is promoting it with a huge number of samples and a strong momentum, so that consumers remember the category of electrolyte water, not the brand Pocari Sweat!"

If our products are good enough, those who have tried them will naturally choose them.

This money is not an expense, it's an investment, it's about building a reputation!

This is about getting ahead of the competition, trading cost for time, and gaining market recognition.

I want to make Otsuka's IPO promotion twice as effective with half the effort!

As he spoke, he looked at Ling Peiyi and instructed her, "You and Ma Shimin coordinate the channels and logistics for the Japanese market. The supply chain must not have any problems. We must ensure that the free drink campaign can be rolled out quickly and on a large scale."

"clear!"

Ling Peiyi sensed the decisiveness in Chen Bingwen's words and immediately nodded in agreement.

She had to admit that Chen Bingwen's strategy, though seemingly simple and crude, might actually hit the nail on the head.

In Japan, a market that values ​​trial and word-of-mouth, free distribution, if executed well, could indeed quickly open up a market.

"In addition," Chen Bingwen added, "tell Zhao Liming not to be afraid to spend money, but to spend it wisely."

The selection of free drink locations needs to be strategic, targeting the right consumer group.

Japan's importance is undeniable, as it is currently the most powerful consumer market in Asia.

Therefore, Chen Bingwen intends to use a thunderous storm of free samples to nip Pocari Sweat in the bud, or at least significantly slow down its market penetration.

In the business world, sometimes the fastest path is not to take a detour, but to use absolute power to crush the competition.

When Zhao Liming received the overseas call from Ling Peiyi from Hong Kong Island, he could hardly believe his ears.

"Two million US dollars in marketing expenses? Distributing them for free? Mr. Ling, this—how many resources will this require?"

Zhao Liming's palms were sweating as he held the receiver. This was completely different from the support or channel subsidies that headquarters had expected for GG; it was a huge gamble.

On the other end of the phone, Ling Peiyi said with unusual firmness, "Manager Zhao, this is Mr. Chen's direct decision."

The headquarters will coordinate and resolve the funding and production capacity issues, and the factories in Hong Kong Island and Japan will be given priority in ensuring supply.

Your task is to develop a detailed distribution plan covering the three major metropolitan areas of Tokyo, Osaka, and Nagoya in the shortest possible time.

We aim to provide at least five million Japanese consumers with our Pulse electrolyte water for free before Pocari Sweat is fully launched on the market!

"The action must be swift, efficient, and create a sensation!"

Zhao Liming took a deep breath, forcibly suppressing the shock in his heart.

He understood Chen Bingwen's style; once he made a decision, he would execute it with overwhelming force.

As the person in charge on the front line, what he needs right now is absolute execution and creativity.

"Understood, President Ling! I will organize personnel immediately and report the detailed plan to you by tomorrow morning at the latest!" Zhao Liming replied decisively.

After hanging up the phone, he immediately summoned all the heads of the marketing, sales, and logistics departments.

When he announced the headquarters' decision, there was a brief silence in the conference room, followed by an uproar.

"President (Manager), giving it away for free? This—this is too costly!"

"Our current inventory and production capacity are simply insufficient!"

"How should they be distributed? Where should they be distributed? How can we prevent duplicate collections and waste?"

Faced with his subordinates' doubts and concerns, Zhao Liming slammed his hand on the table and said in a deep voice, "Headquarters has already made a strategic decision!"

What we need to do now is not to discuss whether we should do it or not, but to study how to do it best!

This is an order, but also an opportunity for our Japanese branch!

If we do it well, Pulse Electrolyte Water can carve out a niche for itself in Japan, just like Pulse energy drinks! If we don't, we can both pack our bags and go home!

His sharp gaze swept across the room: "Now, I'll assign tasks: Marketing, ... Sales."

'

The entire Chen Kee Japan branch was like a machine suddenly injected with powerful energy, running at high speed.

Meanwhile, at the headquarters of Dajia Pharmaceutical, a meeting was also being held to finalize preparations for the launch of Pocari Sweat.

Project manager Hiroshi Fujiwara frowned slightly as he looked at the market research report submitted by his subordinates.

The report shows that an electrolyte drink called "Pulse" has appeared on the market. Although its market share is currently negligible, its taste and packaging have received positive reviews from some young consumers who have tried it.

"A beverage company from Hong Kong Island—" Fujiwara pondered, "There's no need to worry too much."

Japanese consumers' trust in functional beverages is built on the professional endorsement of pharmaceutical companies like ours.

Their first-mover advantage is negligible in the face of absolute strength and brand trust.

As originally planned, full distribution will begin early next month, with GG supply doubled, emphasizing our near-bodily fluid-based scientific formulation and pharmaceutical-grade quality control.

He doesn't believe that a foreign brand can pose a real threat to the company's potential.

After all, behind Pocari Sweat lies the reputation that Dajia Pharmaceutical has built up over decades and its nationwide pharmaceutical distribution network.

However, neither Hiroshi Fujiwara nor the entire Daika Pharmaceutical Company anticipated that a completely unconventional marketing blitzkrieg targeting them had quietly begun.

A fierce battle that will determine the future landscape of Japan's electrolyte water market is about to erupt.

A few days later, Chen Bingwen received a phone call from Zhang Jianhua, the general manager of China Resources Group.

"Mr. Chen, have you been busy lately?" Zhang Jianhua's enthusiastic voice came through the receiver.

"Hello, Mr. Zhang."

Fortunately, it's just some routine company business.

Chen Bingwen responded politely.

"Well," Zhang Jianhua said, "there's something I'd like to ask Mr. Chen for a favor, to help me make a connection."

"Please speak, Mr. Zhang. I will do my best as long as it is within my power."

"It's about electricity cooperation."

Zhang Jianhua said solemnly, "The country is planning to build a large nuclear power plant in Daya Bay, Guangdong Province. This is a key project."

The relevant investment promotion work is handled by Guoxin Group.

With regard to future operational and technical collaborations, leadership hopes to bring in some international experience, especially partners with experience in operating large power grids.

China Power Company on Hong Kong Island is very capable in this area, and its geographical proximity makes cooperation convenient.

The majority of CLP Power's shares are held by the Kadoorie family.

Mr. Chan, you have extensive connections in the Hong Kong business community. Would it be convenient for you to introduce me to the head of CLP Power or the head of the Kadoorie family?

The leader wants to understand their intentions first.

Daya Bay Nuclear Power Plant!

Chen Bingwen's heart stirred.

He was deeply impressed by this project, which was one of the largest Sino-foreign joint venture projects in the early days of China's reform and opening up, and it was of great significance.

If one can participate in this, whether as an intermediary or a potential subcontractor or service provider in the future, the political and commercial value it brings will be immeasurable.

The Kadoorie family — Chen Bingwen quickly went through the information about this family in his mind.

The Jewish community, which came to Hong Kong as early as the late 19th century, is one of the oldest and most mysterious British-owned conglomerates on Hong Kong Island, with deep roots.

Its core asset is CLP Power Limited, which monopolizes the power supply in Kowloon and the New Territories.

In addition, it holds a controlling stake in The Hongkong and Shanghai Hotels Limited, which owns the renowned Peninsula Hotels.

This family maintains a low profile, but its strength should not be underestimated. It has intricate relationships with established British companies such as HSBC and Jardine Matheson.

"Mr. Zhang, I understand that this matter is of great significance." Chen Bingwen replied cautiously. "The Kadoorie family holds a very prominent position in Hong Kong Island. Although I do not have direct business dealings with them, I can try to make contact through some friends."

However, such contact needs to be handled with extreme caution, given that it involves the sensitive energy sector.

"We understand that," Zhang Jianhua said. "Initially, it's about establishing a communication channel to express our sincerity and the possibility of cooperation."

The specific negotiations will be followed up by a professional team.

"Chen Sheng's help in making this connection is a huge favor."

"Okay, Mr. Zhang, don't worry, I'll find a way to contact him as soon as possible," Chen Bingwen readily agreed.

Attracting foreign investment to the mainland is itself a function and responsibility of Guoxin Group.

Guoxin currently has no office in Hong Kong Island.

As a director of Guoxin Securities, Chen Bingwen would naturally not refuse to help with investment.

After hanging up the phone, Chen Bingwen pondered for a moment.

Thinking about how to get in touch with the Kadoorie family.

Going directly to their door would be too abrupt.

He needs to find a suitable middleman.

Who has close ties to the Kadoorie family, can keep the secret, and is willing to help with this?

Several candidates flashed through his mind, but he finally settled on Bao Yugang.

Sir John Pao and the Kadoorie family belong to the top British and Chinese business circles in Hong Kong. Moreover, Pao Yue-kong's fleet requires a lot of fuel and is closely related to the energy sector. It would be most prudent for him to make the introduction.

Without hesitation, he immediately connected to the phone in Bao Yugang's office.

"Sir Bao, this is Chen Bingwen. I need your help with something—"

Chen Bingwen subtly conveyed China Resources' intentions to Bao Yugang.

After listening quietly on the other end of the phone, Bao Yugang smiled and said, "Mr. Chen, I can help pass on a message to the Kadoorie family."

I am quite familiar with Sir Laurence Gardner.

However, the Daya Bay nuclear power plant—this is a sensitive matter, and the Kadoorie family has always been quite cautious about politics; I need to sound them out first.

"I understand, everything is up to Sir John Bowe to decide."

"The main thing is to establish a communication channel first," Chen Bingwen said.

"Okay, I'll have my secretary let you know if there's any news," Bao Yugang readily agreed.

Chen Bingwen originally thought it would take several days to hear back, but to his surprise, the next day, Bao Yugang called to tell him that Sir Laurence Gardoro was willing to meet with Chen Bingwen at the Peninsula Hotel's coffee shop.

The Peninsula Hotel's coffee shop.

Although Roland Scarlett is quite old, he is in good spirits and dressed elegantly.

Accompanying him was his son, Michael Kadoorie, vice chairman of CLP Power and the future successor of the Kadoorie family.

After a brief exchange of pleasantries, Chen Bingwen explained the purpose of his visit and conveyed the mainland's intention to make initial contact regarding the Daya Bay Nuclear Power Plant project.

Roland Garland listened quietly, occasionally taking a sip of his coffee, and rarely interrupted.

"Mr. Chen," Sir Rowland said slowly after listening to Chen Bingwen's account, his voice calm but carrying the authority of someone who had long held a high position, "Thank you for relaying the message."

CLP Power has always been committed to providing a stable and reliable power supply for Hong Kong Island.

We are open to cooperation with the mainland's power sector.

The Daya Bay project—we've heard about it; it's indeed a grand plan.

However, the specific cooperation involves many aspects and is very complex, requiring rigorous evaluation.

He paused for a moment, then said, "How about this, let's discuss it internally first."

If the timing is right, we can arrange for a professional team to conduct some technical exchanges with experts from the mainland.

What do you think?

Roland Gardner's response was clearly a very cautious one.

There was no rejection; they were willing to make contact.

However, limiting the scope to the level of "technical exchange" allows for flexibility in both advancing and retreating.

At this point, Michael chimed in, "Father's idea is that we can start with some technical exchanges and information sharing, such as sending expert teams to the mainland for investigation, or inviting mainland experts to Hong Kong for exchanges."

First, establish channels of communication and a foundation of mutual trust, then explore the possibility of deeper cooperation.

"I fully understand your considerations." Chan Ping-man nodded. "I will accurately convey Sir Kadoorie and Mr. Michael's intentions to the mainland side."

It is believed that through gradual contact and understanding, both parties will be able to find a mutually beneficial and win-win cooperation path.

97

The meeting was short, but the atmosphere was quite harmonious.

When Chen Bingwen left the Peninsula Hotel, he knew that the connection had been established.