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王老吉、加多宝们内战正酣

来源: 南方日报网络版     时间: 2018年10月17日 11:40:36
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(  文)(章)(导)(读)(:当)(凉)(茶)(们)(继)(续)(开)(战)(要)(把)(对)(手)(逼)(死)(的)(时)(候)(,虎)(视)(眈)(眈)(的)(外)(资)(对)(手)(已)(经)(在)(悄)(悄)(布)(局)(中)(国)(市)(场)(,凉)(茶)(们)(的)(战)(争)(会)(是)(什)(么)(样)(的)(结)(局)(呢)(?<br />  (本)(文)(刊)(发)(于)(《中)(国)(经)(济)(周)(刊)(》2016年)(第)(46期)()<br />  《中)(国)(经)(济)(周)(刊)(》记)(者)(侯)(隽)(|北)(京)(报)(道)(<br />  发)(生)(在)(王)(老)(吉)(与)(加)(多)(宝)(之)(间)(的)(经)(年)(战)(争)(,又)(进)(入)(全)(新)(格)(局)(。<br />  11月)(初)(,一)(篇)(名)(为)("董)(事)(长)(跑)(路)(,CEO离)(职)(,加)(多)(宝)(神)(话)(破)(灭)("的)(文)(章)(在)(网)(络)(上)(经)(过)(不)(断)(发)(酵)(,广)(泛)(传)(播)(。<br />  加)(多)(宝)(迅)(速)(反)(应)(,第)(一)(时)(间)(发)(文)(章)(辟)(谣)(,接)(着)(在)(11月)(15日)(高)(调)(宣)(布)(,将)(再)(次)(牵)(手)(老)(伙)(伴)(浙)(江)(卫)(视)(,投)(资)(数)(千)(万)(赞)(助)(浙)(江)(卫)(视)(跨)(年)(晚)(会)(。<br />  接)(着)(,"凉)(茶)(大)(战)("继)(续)(进)(行)(。11月)(17日)(,关)(于)("王)(老)(吉)("被)(追)(讨)(律)(师)(费)(的)(新)(闻)(又)(继)(续)(爆)(出)(。广)(东)(明)(镜)(律)(师)(事)(务)(所)(将)(之)(前)(委)(托)(其)(代)(理)(案)(件)(的)("王)(老)(吉)("公)(司)(告)(上)(法)(庭)(,并)(指)(对)(方)(违)(约)(和)(拒)(付)(律)(师)(费)(,请)(求)(法)(院)(判)(令)(被)(告)(支)(付)(律)(师)(费)(94.92万)(元)((其)(中)(一)(审)(、二)(审)(律)(师)(费)(各)(为)(47.46万)(元)()。<br />  行)(业)(专)(家)(们)(纷)(纷)(表)(示)(,作)(为)(凉)(茶)(饮)(料)(的)(两)(大)(巨)(头)(品)(牌)(,王)(老)(吉)(与)(加)(多)(宝)(的)(纷)(争)(是)(对)(品)(牌)(资)(源)(和)(社)(会)(资)(源)(的)(无)(谓)(内)(耗)(;律)(师)(也)(表)(示)(,在)(两)(大)(品)(牌)(之)(间)(,诉)(讼)(数)(量)(如)(此)(之)(多)(在)(业)(内)(也)(属)(罕)(见)(,并)(提)(醒)(其)(他)(企)(业)(应)(吸)(取)(双)(方)(的)(教)(训)(。<br />  当)(凉)(茶)(们)(继)(续)(开)(战)(要)(把)(对)(手)(逼)(死)(的)(时)(候)(,虎)(视)(眈)(眈)(的)(外)(资)(对)(手)(已)(经)(在)(悄)(悄)(布)(局)(中)(国)(市)(场)(,凉)(茶)(们)(的)(战)(争)(会)(是)(什)(么)(样)(的)(结)(局)(呢)(?<br />  一)(罐)(凉)(茶)(引)(出)(4年)(15桩)(官)(司)(<br />  "从)(广)(东)(的)(一)(家)(街)(边)(店)(铺)(,做)(到)(目)(前)(几)(百)(亿)(的)(市)(场)(规)(模)(,不)(可)(否)(认)(在)(凉)(茶)(的)(走)(红)(过)(程)(中)(,加)(多)(宝)(发)(挥)(了)(重)(要)(作)(用)(,当)(年)(的)(广)(药)(也)(投)(入)(了)(不)(少)(心)(血)(。"中)(国)(品)(牌)(研)(究)(院)(研)(究)(员)(朱)(丹)(蓬)(这)(样)(评)(价)(。<br />  可)(是)(,二)(者)(的)(蜜)(月)(期)(并)(不)(长)(。<br />  2012年)(,广)(药)(集)(团)(收)(回)(王)(老)(吉)(商)(标)(使)(用)(权)(,加)(多)(宝)(一)(边)(与)(广)(药)(集)(团)(周)(旋)(于)(全)(国)(不)(同)(地)(市)(的)(10多)(个)(法)(庭)(,一)(边)(在)(电)(视)(、报)(纸)(和)(各)(个)(终)(端)(砸)(广)(告)(,二)(者)(为)(了)(争)(夺)(市)(场)(和)(消)(费)(者)(,围)(绕)("王)(老)(吉)("商)(标)(、广)(告)(语)(、装)(潢)(包)(装)(等)(一)(系)(列)(问)(题)(,进)(行)(了)(令)(人)(瞠)(目)(结)(舌)(的)(交)(锋)(。<br />  自)(此)(,这)(一)(商)(标)(案)(拉)(开)(序)(幕)(。<br />  其)(中)(,最)(主)(要)(标)(志)(性)(的)(案)(件)(涵)(盖)(了)(广)(药)(集)(团)(以)(侵)(犯)("王)(老)(吉)("注)(册)(商)(标)(专)(用)(权)(,向)(广)(东)(高)(院)(提)(起)(诉)(讼)(,请)(求)(判)(令)(广)(东)(加)(多)(宝)(赔)(偿)(经)(济)(损)(失)(10亿)(元)(。后)(又)(在)(2015年)(2月)(,追)(加)(赔)(偿)(金)(额)(至)(29.3亿)(元)(。<br />  除)(此)(之)(外)(,2015年)(6月)(王)(老)(吉)(对)(加)(多)(宝)(提)(起)(的)(禁)(用)(红)(罐)(并)(索)(赔)(15亿)(元)(,和)(同)(年)(7月)(法)(院)(判)(令)(加)(多)(宝)(停)(止)(使)(用)("加)(多)(宝)(凉)(茶)(连)(续)(7年)(荣)(获)(中)(国)(饮)(料)(第)(一)(罐)(""加)(多)(宝)(荣)(获)(中)(国)(罐)(装)(饮)(料)(市)(场)(七)(连)(冠)("等)(相)(关)(广)(告)(语)(,并)(赔)(偿)(王)(老)(吉)(经)(济)(损)(失)(。<br />  《中)(国)(经)(济)(周)(刊)(》记)(者)(经)(过)(梳)(理)(发)(现)(,双)(方)(目)(前)(有)(15起)(官)(司)(,其)(中)(有)(7宗)(已)(经)(终)(审)(完)(并)(已)(经)(完)(成)(赔)(偿)(程)(序)(,加)(多)(宝)(方)(面)(已)(按)(照)(法)(院)(判)(决)(支)(付)(相)(关)(金)(额)(。数)(据)(显)(示)(,在)(多)(年)(来)(的)(合)(计)(官)(司)(中)(,王)(老)(吉)(对)(加)(多)(宝)(的)(起)(诉)(金)(额)(达)(到)(47亿)(元)(之)(巨)(,已)(经)(终)(审)(判)(决)(的)(案)(件)(里)(,加)(多)(宝)(按)(照)(判)(决)(已)(经)(赔)(付)(的)(金)(额)(达)(到)(2980万)(元)(。<br />  "我)(们)(本)(身)(并)(不)(愿)(意)(打)(官)(司)(,但)(是)(这)(个)(恩)(怨)(纠)(缠)(多)(年)(,企)(业)(本)(身)(的)(确)(受)(到)(很)(大)(伤)(害)(,但)(是)(为)(了)(自)(身)(权)(益)(,也)(不)(得)(不)(采)(取)(相)(关)(措)(施)(。"加)(多)(宝)(相)(关)(负)(责)(人)(对)(《中)(国)(经)(济)(周)(刊)(》记)(者)(表)(示)(。<br />  同)(样)(的)(,类)(似)(说)(法)(也)(一)(再)(从)(广)(药)(集)(团)(说)(出)(。<br />  虽)(然)(企)(业)(们)(都)(说)(自)(己)(有)(本)(难)(念)(的)(经)(,但)(是)(他)(们)(围)(绕)("怕)(上)(火)(就)(喝)(王)(老)(吉)("和)("怕)(上)(火)(就)(喝)(加)(多)(宝)("的)(恩)(怨)(情)(仇)(发)(展)(史)(可)(以)(归)(纳)(总)(结)(为)(:从)(改)(名)(到)(改)(包)(装)(再)(到)(改)(广)(告)(语)(,凉)(茶)(的)(战)(争)(没)(完)(没)(了)(,而)(且)(招)(招)(狠)(毒)(,想)(把)(竞)(争)(对)(手)(消)(灭)(掉)(。<br />  凉)(茶)(市)(场)(已)(经)(变)("凉)("了)(<br />  与)(王)(老)(吉)(耗)(时)(4年)(的)(凉)(茶)(大)(战)(,加)(多)(宝)(连)(输)(19场)(判)(决)(、被)(判)(赔)(偿)(29亿)(元)(。<br />  而)(在)(过)(去)(的)(这)(些)(年)(里)(,中)(国)(消)(费)(者)(已)(潜)(意)(识)(地)(接)(受)(了)(吃)(火)(锅)(喝)(凉)(茶)(、长)(痘)(痘)(喝)(凉)(茶)(的)(观)(念)(。在)(全)(国)(各)(大)(超)(市)(货)(架)(的)(最)(佳)(位)(置)(堆)(放)(的)(是)(红)(罐)(包)(装)(的)(凉)(茶)(产)(品)(,加)(多)(宝)(和)(王)(老)(吉)(的)(销)(售)(收)(入)(噌)(噌)(噌)(往)(上)(涨)(。<br />  可)(是)(,谁)(也)(不)(能)(否)(认)(,凉)(茶)(市)(场)(开)(始)(变)(凉)(了)(。<br />  食)(品)(饮)(料)(战)(略)(定)(位)(研)(究)(者)(徐)(雄)(俊)(表)(示)(,今)(年)(凉)(茶)(行)(业)(的)(销)(售)(规)(模)(增)(速)(会)(迅)(速)(放)(缓)(,预)(计)(只)(有)(10%左)(右)(。据)(他)(介)(绍)(,2012年)(至)(2014年)(,凉)(茶)(行)(业)(保)(持)(年)(均)(50%至)(100%的)(高)(速)(增)(长)(。然)(而)(随)(着)(近)(年)(来)(整)(个)(饮)(料)(市)(场)(业)(绩)(普)(遍)(下)(滑)(,凉)(茶)(行)(业)(的)(增)(速)(也)(随)(之)(放)(缓)(。<br />  尼)(尔)(森)(公)(布)(的)(凉)(茶)(行)(业)(2014年)(市)(场)(数)(据)(显)(示)(,在)(罐)(装)(凉)(茶)(行)(业)(,加)(多)(宝)(凉)(茶)(市)(场)(销)(售)(份)(额)(高)(达)(62.1%,领)(跑)(凉)(茶)(市)(场)(。此)(后)(,中)(国)(食)(品)(工)(业)(协)(会)(还)(发)(布)(了)(2015年)(度)(饮)(料)(行)(业)(整)(体)(运)(行)(报)(告)(,加)(多)(宝)(52.1%的)(市)(场)(销)(售)(份)(额)(仍)(位)(居)(中)(国)(凉)(茶)(行)(业)(首)(位)(。而)(对)(于)(2016年)(的)(销)(售)(状)(况)(,记)(者)(采)(访)(的)(多)(位)(人)(士)(表)(示)(了)(忧)(虑)(。<br />  朱)(丹)(蓬)(对)(《中)(国)(经)(济)(周)(刊)(》记)(者)(表)(示)(,凉)(茶)(行)(业)(从)(跑)(马)(圈)(地)(外)(延)(式)(增)(长)(,到)(品)(类)(增)(长)(不)(太)(顺)(畅)(的)(情)(况)(下)(,造)(成)(品)(牌)(之)(争)(。"总)(体)(来)(说)(,凉)(茶)(行)(业)(到)(了)(整)(个)(业)(绩)(下)(滑)(该)(如)(何)(转)(型)(的)(时)(刻)(,对)(于)(王)(老)(吉)(和)(加)(多)(宝)(来)(说)(,凉)(茶)(行)(业)(的)(巅)(峰)(都)(已)(经)(过)(去)(。"朱)(丹)(蓬)(说)(。<br />  据)(网)(传)(文)(章)(称)(,加)(多)(宝)(内)(部)(已)(经)(大)(裁)(员)(,与)(渠)(道)(商)(之)(间)(的)(合)(作)(也)(不)(顺)(。由)(于)(销)(量)(下)(滑)(加)(上)(母)(公)(司)(香)(港)(鸿)(道)(集)(团)(停)(止)(注)(资)(,加)(多)(宝)(不)(得)(不)(关)(停)(工)(厂)(来)(应)(对)(。目)(前)(,加)(多)(宝)(杭)(州)(浓)(缩)(汁)(厂)(已)(经)(停)(产)(,同)(时)(加)(多)(宝)(还)(终)(止)(了)(与)(塑)(料)(瓶)(装)(凉)(茶)(代)(工)(方)(汇)(源)(长)(达)(4年)(的)(合)(作)(。<br />  "网)(传)(文)(章)(是)(竞)(争)(对)(手)(故)(意)(打)(击)(,内)(容)(存)(在)(诸)(多)(不)(实)(。"一)(位)(加)(多)(宝)(内)(部)(人)(士)(对)(《中)(国)(经)(济)(周)(刊)(》记)(者)(表)(示)(。<br />  对)(于)(加)(多)(宝)(方)(面)(的)(指)(控)(,王)(老)(吉)(大)(健)(康)(公)(司)(认)(为)(是)("子)(虚)(乌)(有)(","上)(次)(作)(业)(本)(的)(事)(情)(也)(是)(这)(样)(,每)(次)(他)(们)(自)(己)(有)(事)(都)(赖)(到)(我)(们)(头)(上)(。"王)(老)(吉)(大)(健)(康)(产)(业)(公)(司)(相)(关)(负)(责)(人)(反)(击)(说)(。<br />  但)(是)(,记)(者)(采)(访)(经)(销)(商)(,他)(们)(都)(认)(为)(加)(多)(宝)(与)(王)(老)(吉)(双)(方)(之)(间)(的)(价)(格)(战)(无)(疑)(给)(凉)(茶)(行)(业)(带)(来)(危)(机)(。<br />  "动)(不)(动)(就)(要)(搞)(买)(三)(赠)(一)(、买)(四)(赠)(一)(的)(促)(销)(,杀)(伤)(最)(大)(的)(当)(数)(双)(方)(的)(利)(润)(率)(,这)(样)(下)(去)(谁)(都)(受)(不)(了)(。"北)(京)(地)(区)(一)(位)(经)(销)(商)(表)(示)(。<br />  同)(样)(的)(,双)(方)(在)(娱)(乐)(营)(销)(上)(的)(大)(手)(笔)(投)(入)(也)(在)(悄)(悄)(放)(缓)(。<br />  从)(2012年)(到)(2015年)(,加)(多)(宝)(对)(好)(声)(音)(的)(赞)(助)(费)(逐)(年)(攀)(升)(,从)(第)(一)(季)(的)(6000万)(、第)(二)(季)(的)(2亿)(再)(到)(第)(三)(季)(的)(2.5亿)(,2015年)(,加)(多)(宝)(为)(冠)(名)(好)(声)(音)(拿)(出)(了)(3个)(亿)(。<br />  这)(笔)(巨)(额)(的)(赞)(助)(费)(也)(被)(业)(界)(所)(探)(讨)(,"加)(多)(宝)(的)(3个)(亿)(花)(得)(到)(底)(值)(不)(值)(?"2016年)(,加)(多)(宝)(进)(行)(品)(牌)(调)(整)(,将)(目)(光)(对)(准)(年)(轻)(人)(群)(体)(,重)(视)(线)(上)(销)(售)(渠)(道)(,最)(终)(终)(止)(了)(对)(好)(声)(音)(的)(冠)(名)(。<br />  根)(据)(艾)(瑞)(咨)(询)(对)(食)(品)(饮)(料)(品)(牌)(网)(络)(广)(告)(投)(放)(排)(行)(的)(数)(据)(,加)(多)(宝)(从)(2012年)(至)(2014年)(一)(直)(保)(持)(单)(月)(网)(络)(广)(告)(投)(入)(食)(品)(饮)(料)(行)(业)(的)(前)(10位)(,到)(2016年)(已)(经)(完)(全)(从)(榜)(单)(中)(消)(失)(。<br />  同)(时)(,王)(老)(吉)(的)(广)(告)(宣)(传)(费)(用)(也)(明)(显)(减)(少)(。根)(据)(财)(报)(,2011年)(其)(广)(告)(宣)(传)(费)(仅)(3亿)(元)(;2012年)(这)(一)(费)(用)(达)(到)(5.47亿)(元)(,同)(比)(增)(长)(176.26%;2013年)(该)(费)(用)(高)(达)(13.12亿)(元)(,同)(比)(增)(长)(139.85%;而)(2014年)(和)(2015年)(,该)(费)(用)(分)(别)(为)(9.45亿)(元)(和)(10.95亿)(元)(,相)(比)(2013年)(来)(说)(都)(有)(不)(小)(幅)(度)(的)(下)(调)(。<br />  "魔)(爪)("已)(经)(悄)(悄)(来)(了)(<br />  正)(当)(加)(多)(宝)(和)(王)(老)(吉)(开)(始)(休)(养)(生)(息)(的)(时)(候)(,他)(们)(没)(有)(注)(意)(到)(国)(外)(受)(年)(轻)(人)(青)(睐)(的)(功)(能)(性)(饮)(料)(魔)(爪)(已)(经)(开)(始)(悄)(悄)(布)(局)(中)(国)(。<br />  "伴)(随)(着)(我)(们)(和)(可)(口)(可)(乐)(装)(瓶)(商)(在)(中)(国)(达)(成)(协)(议)(,我)(们)(得)(以)(在)(9月)(于)(北)(京)(和)(上)(海)(,以)(及)(10月)(在)(湖)(南)(推)(出)(了)(魔)(爪)(饮)(料)(。"11月)(4日)(,美)(国)(功)(能)(性)(饮)(料)(生)(产)(商)(怪)(兽)(饮)(料)((MonsterBeverage)公)(布)(了)(三)(季)(度)(业)(绩)(,在)(随)(后)(举)(行)(的)(业)(绩)(分)(析)(会)(议)(上)(,该)(公)(司)(的)(首)(席)(执)(行)(官)(RodneySacks如)(是)(说)(。<br />  同)(时)(,该)(公)(司)(认)(为)(中)(国)(是)(全)(球)(最)(大)(的)(功)(能)(性)(饮)(料)(市)(场)(之)(一)(,该)(公)(司)(在)(中)(国)(将)(拥)(有)("广)(阔)(的)(增)(长)(潜)(力)("。<br />  在)(回)(答)(分)(析)(师)(进)(一)(步)(提)(问)(时)(,RodneySacks说)(,总)(的)(来)(说)(,该)(公)(司)(是)(以)(一)(种)("柔)(性)("的)(方)(式)(先)(选)(择)(在)(中)(国)(的)(小)(商)(店)(、便)(利)(店)(里)(上)(市)(魔)(爪)(饮)(料)(的)(。"目)(前)(,我)(们)(应)(该)(能)(保)(住)(不)(少)(订)(单)(,装)(瓶)(商)(粗)(略)(估)(计)(,在)(已)(经)(上)(市)(的)(市)(场)(大)(概)(进)(入)(到)(了)(50000个)(销)(售)(点)(。"<br />  在)(美)(国)(,MonsterBeverage是)(仅)(次)(于)(红)(牛)(的)(功)(能)(性)(饮)(料)(,位)(居)(美)(国)(能)(量)(饮)(料)(企)(业)(第)(二)(位)(,在)(进)(入)(中)(国)(市)(场)(之)(时)(,MonsterBeverage不)(但)(瞄)(准)(了)(劲)(敌)(红)(牛)(,还)(希)(望)(获)(得)(年)(轻)(消)(费)(者)(的)(青)(睐)(。<br />  "在)(美)(国)(市)(场)(,由)(于)(受)(到)(新)(生)(代)(消)(费)(群)(的)(追)(捧)(,魔)(爪)(饮)(料)(与)(红)(牛)(之)(间)(的)(市)(场)(份)(额)(差)(距)(不)(断)(缩)(小)(,这)(也)(是)(MonsterBeverage想)(要)(拓)(展)(美)(国)(以)(外)(更)(多)(市)(场)(的)(原)(因)(。从)(每)(罐)(的)(定)(价)(上)(看)(,魔)(爪)(与)(红)(牛)(相)(仿)(,从)(渠)(道)(上)(看)(更)(偏)(重)(于)(KA卖)(场)(、便)(利)(店)(以)(及)(超)(市)(。目)(前)(,不)(论)(是)(红)(牛)(也)(好)(,还)(是)(魔)(爪)(也)(罢)(,暂)(时)(难)(以)(对)(凉)(茶)(构)(成)(威)(胁)(,但)(是)(根)(据)(数)(据)(显)(示)(,中)(国)(的)(年)(轻)(消)(费)(者)(很)(容)(易)(被)(它)(们)(吸)(引)(。"朱)(丹)(蓬)(分)(析)(。<br />  他)(表)(示)(,从)(可)(口)(可)(乐)(、百)(事)(可)(乐)(到)(康)(师)(傅)(、娃)(哈)(哈)(,从)(传)(统)(碳)(酸)(饮)(料)(到)(仅)(有)(七)(八)(年)(历)(史)(的)(茶)(饮)(,进)(入)(2014年)(后)(均)(显)(露)(疲)(态)(。从)(洗)(发)(水)(、化)(妆)(品)(、方)(便)(面)(直)(至)(饮)(料)(,日)(用)(快)(消)(品)(伴)(随)(着)(消)(费)(形)(态)(急)(速)(转)(型)(,整)(个)(市)(场)(正)(步)(入)(更)(新)(换)(代)(加)(速)(期)(,一)(方)(面)(是)(老)(品)(牌)(份)(额)(不)(断)(遭)(到)(侵)(蚀)(,一)(方)(面)(是)(新)(品)(牌)(连)(续)(推)(陈)(出)(新)(。外)(资)(饮)(料)(品)(牌)(开)(始)(试)(水)(中)(国)(,应)(引)(起)(足)(够)(重)(视)(。<br />  据)(悉)(,中)(国)(功)(能)(饮)(料)(市)(场)(去)(年)(规)(模)(约)(378亿)(元)(。2009—2014年)(间)(,复)(合)(年)(增)(长)(率)(达)(到)(31.6%,是)(非)(酒)(精)(饮)(料)(领)(域)(内)(增)(长)(最)(快)(的)(类)(别)(,预)(计)(到)(2019年)(规)(模)(将)(达)(到)(1013亿)(元)(。显)(然)(中)(国)(市)(场)(潜)(力)(巨)(大)(,目)(前)(该)(领)(域)(已)(被)(红)(牛)(、乐)(虎)(、脉)(动)(、尖)(叫)(等)(品)(牌)(占)(据)(,外)(资)(觊)(觎)(不)(言)(而)(喻)(。<br />  "曼)(彻)(斯)(特)(法)(则)(认)(为)(,做)(到)(第)(一)(,胜)(过)(最)(好)(。加)(多)(宝)(是)(中)(国)(凉)(茶)(的)(开)(创)(者)(,无)(数)(经)(销)(商)(和)(终)(端)(小)(店)(从)(经)(销)(加)(多)(宝)(凉)(茶)(中)(获)(利)(,与)(加)(多)(宝)(感)(情)(深)(厚)(。消)(费)(者)(已)(经)(认)(同)(加)(多)(宝)(的)(味)(道)(,就)(是)(凉)(茶)(的)(味)(道)(。目)(前)(,两)(个)(企)(业)(应)(该)(停)(止)(内)(斗)(,度)(过)(转)(型)(,促)(进)(行)(业)(发)(展)(。"营)(销)(专)(家)(、原)(娃)(哈)(哈)(集)(团)(策)(划)(总)(监)(肖)(竹)(青)(对)(《中)(国)(经)(济)(周)(刊)(》记)(者)(表)(示)(。<br />  朱)(丹)(蓬)(则)(认)(为)(作)(为)(凉)(茶)(饮)(料)(的)(两)(大)(巨)(头)(品)(牌)(,王)(老)(吉)(与)(加)(多)(宝)(的)(纷)(争)(不)(仅)(是)(对)(品)(牌)(资)(源)(和)(社)(会)(资)(源)(的)(无)(谓)(内)(耗)(,更)(是)(影)(响)(到)(了)(凉)(茶)(作)(为)(我)(国)(特)(色)(民)(族)(饮)(料)(走)(向)(世)(界)(的)(壮)(大)(之)(路)(。"中)(国)(的)(企)(业)(在)(发)(展)(到)(一)(定)(阶)(段)(后)(,要)(有)(胸)(怀)(有)(格)(局)(,不)(能)(再)(犯)(愚)(蠢)(的)(错)(误)(逻)(辑)(——逼)(死)(竞)(争)(对)(手)(,自)(己)(就)(能)(卖)(得)(更)(好)(吗)(?"朱)(丹)(蓬)(说)(。<br />  他)(以)(可)(口)(可)(乐)(和)(百)(事)(可)(乐)(为)(例)(子)(,这)(两)(个)(饮)(料)(巨)(头)(起)(家)(都)(是)(碳)(酸)(饮)(料)(,它)(们)(之)(间)(有)(竞)(争)(、有)(PK,但)(是)(在)(一)(定)(范)(围)(之)(内)(,在)(良)(性)(之)(内)(,而)(不)(到)(经)(常)(性)(恶)(意)(竞)(争)(、恶)(意)(攻)(击)(的)(程)(度)(。它)(们)(之)(间)(的)(竞)(争)(,更)(注)(重)(商)(业)(运)(营)(的)(竞)(争)(、实)(力)(PK,在)(运)(营)(上)(的)(竞)(争)(,营)(销)(推)(广)(、渠)(道)(运)(作)(的)(竞)(争)(,而)(不)(是)(各)(种)(暗)(黑)(的)(攻)(击)(竞)(争)(。<br />  根)(据)(财)(报)(显)(示)(,全)(球)(闻)(名)(的)(饮)(料)(巨)(头)(可)(口)(可)(乐)(2015年)(营)(收)(442.94亿)(美)(元)((约)(2957亿)(人)(民)(币)()、百)(事)(可)(乐)(2015年)(营)(收)(630.56亿)(美)(元)((约)(4209亿)(人)(民)(币)(),这)(个)(体)(量)(目)(前)(没)(有)(一)(家)(中)(国)(饮)(料)(企)(业)(达)(到)(。<br />  回)(溯)(凉)(茶)(们)(的)(战)(争)(,一)(个)("红)(罐)("一)(度)(成)(为)(整)(个)(快)(消)(行)(业)(的)("大)(剧)(",这)(部)(连)(续)(剧)(最)(后)(会)(有)(一)(个)(什)(么)(样)(的)(结)(局)(?<br />)


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