Coca Cola expects China to be its largest market, said E.
Neville Isdell, chairman and chief executive officer of the Coca
Although China's economy has been growing rapidly for more than
two decades, Isdell noted that he had confidence in its further
growth. "China is currently our fourth largest market, but I hope
it could become No 1."
Coca-Cola built two new bottling factories in East China's
Jiangxi Province last July and in Northwest China's Xinjiang Uygur
Autonomous Region in August, bringing the total number of its
factories in China to 37.
A new complex including the Global Innovation and Technology
Center and the new Coca Cola China Headquarters, costing US$80
million, broke ground in Shanghai, China's largest industrial
center, according to Isdell.
"The 2008 Olympic Games would be a great opportunity for China,
" he said.
Coca Cola, the world's biggest soda supplier, now owns a wide
variety of soft drinks in China, ranging from mineral water and
fruit juice, to tea and coffee. It owns more than half of the
shares in the soda beverage market.
Entering China in 1928, Coca Cola became sponsor for the
Olympics in the same year and now helps the national selection of
torchbearers and escort runners for the Beijing Olympics.
Talking about the success in China, Isdell underlined social
responsibility and innovation.
As for innovation, Isdell cited the example of tea drinks it
developed for the Chinese market. "You should discover the new
flavors suitable for the market," he said.
Confidence is equally important. The two-meter-tall chairman
said that he had been drinking Coca Cola with his wife every day
for ages and the beverage was still their favorite.
"You should believe in what you sell and be totally committed,"
(Xinhua News Agency September 17, 2007)