百事可乐：从技术布局到本土共创构建品牌长期力

Core Viewpoint - Generation Z is becoming the main force in China's consumer market, reshaping consumption patterns and business landscapes, with emotional recognition, values, and cultural belonging significantly influencing their purchasing decisions [1][2] Group 1: Brand Strategy and Marketing - PepsiCo's recent collaboration with David Beckham and the launch of the humanoid robot "Pepsi Blue" exemplify the brand's commitment to resonate with young consumers through innovative marketing strategies [2][3] - The "Pepsi Blue" robot embodies the brand's spirit of "Desire is Possible," enhancing interaction with the younger demographic and showcasing Pepsi's sensitivity to emerging technologies and cultural trends [2][6] - PepsiCo is focusing on localizing its strategy in China by collaborating with domestic tech companies, which enhances brand recognition and creates a multi-dimensional synergy of technical resources, content creativity, and market channels [2][7] Group 2: Global and Local Integration - The partnership with Beckham not only revives past collaborations but also aims to empower local marketing efforts by injecting global perspectives into the Chinese market [3][6] - PepsiCo is shifting from a "global concept introduction" to a "local value co-creation" strategy, which opens new avenues in the competitive landscape of the Chinese market [7][8] - The brand is committed to building a "brand + supply + channel" integrated ecosystem through cross-industry alliances and regional deepening, enhancing its industry influence [7][8] Group 3: Consumer Trends and Industry Challenges - The beverage industry is transitioning towards high-quality development, with rising consumer demand for health, functionality, and personalization driving the growth of niche markets like sugar-free and organic products [8] - As competition intensifies and channel costs rise, brands are moving from a "product-oriented" approach to a "value-oriented" strategy, seeking growth through content, culture, and technology [8][11] Group 4: Corporate Social Responsibility - PepsiCo has been a long-term advocate of corporate social responsibility, which is crucial for establishing deep trust with local communities and ensuring sustainable growth [10][11] - The company has launched initiatives like the "Pepsi Village Empowerment Center," expanding its social responsibility projects to enhance educational resources in rural areas [10][11] - By integrating technology with social initiatives, PepsiCo aims to create a comprehensive empowerment platform that connects schools, families, and communities, reflecting its commitment to the Chinese market [10][11] Group 5: Long-term Strategic Vision - The interplay of cross-industry collaboration, global resource empowerment, and deep exploration of corporate social responsibility forms a cohesive strategy for PepsiCo's long-term confidence in the Chinese market [12] - This strategic framework aims to establish deep emotional connections and value recognition with consumers, transforming them from mere "traffic" to "retention" [12]