This post will look at how Coke and Pepsi operate in China e-commerce and social media. Each brand runs its own e-commerce store on Tmall.com, China’s largest B2C Internet platform (we discussed the importance of Tmall in an earlier post). The Coca-Cola Company’s flagship store offers men’s and women’s t-shirts, hats, bags, and belts. PepsiCo’s store does not sell merchandise, but instead features a charity promotion through the China Women’s Development Foundation, whereby donors can purchase gift boxes for women in need across the country.
cocacola.tmall.compepsi.tmall.com
Coke’s Tmall store boasts a 4.7 rating out of 5 in the customer service category. Pepsi’s store does not actually sell products, so it lacks a customer service rating. They have chosen to use their site strictly as promotion for their “Bring Happiness Home” campaign. In social media, Coke and Pepsi are both active on Sina Weibo, China’s Twitter equivalent. On Weibo, Coke is more aggressive with posts, posting 5,222 times, compared to Pepsi’s 2,384. However, Pepsi has made good use of its World Cup sponsorship, with impressive results. Pepsi’s Weibo account features poster images of the tournament’s super stars, such as Lionel Messi, and displays soccer-themed Pepsi cans. Staying current and resonating with Chinese soccer fans has helped Pepsi earn almost four times the number of followers as Coke. Coke’s Weibo account links with another popular Chinese social media site, Youku, which features Coke’s 1971 commercial, “I’d Like to Buy the World a Coke.” Pepsi’s Weibo account also links with Youku, in a video featuring Pepsi drinkers dancing and watching soccer.
Our take: Coke has a better effort for pure merchandising, but Pepsi wins for brand positioning and messaging.
Our take: Coke has a better effort for pure merchandising, but Pepsi wins for brand positioning and messaging.