百事

????百事可樂公司（PepsiCo）在中國市場打拼已久。公司在三十多年前就已經(jīng)進入中國市場。而去年，這家公司在上海開設了除美國之外全球最大的研發(fā)中心，表明它越來越重視在亞洲地區(qū)實現(xiàn)產(chǎn)品本地化。

????百事針對中國市場調(diào)整了產(chǎn)品口味——比如消費者可以購買芝士焗龍蝦味的樂事（Lays）薯片，也可以購買芝士味、可樂雞味和麻辣火鍋味。而且，公司還開發(fā)了一些全新的產(chǎn)品。百事的桂格（Quaker Oats）燕麥片還可以提供中國傳統(tǒng)早餐——白粥。燕麥片依然在中國出售，但中國消費者還沒有把燕麥作為一種常見的早餐食品，因此它并不像在西方市場一樣受歡迎。百事最近開始銷售一種桂格即食沖泡飲品，有紫薯味等多種口味可供選擇。

????百事可樂中國區(qū)研發(fā)負責人胡欣元解釋說，公司將努力平衡品牌的西方內(nèi)涵和中國消費者帶來的影響。他舉例說，百事的純果樂果汁（Tropicana）中含有真實的橘子果粒，這是因為中國消費者更習慣吃水果，而不是喝果汁。

Pepsi

????PepsiCo is hardly new to the Chinese market. It's been in the country for three decades. But last year the company signaled its growing commitment to localizing its products in the region by opening its largest research and development center outside the U.S. in Shanghai.

????Flavors are altered for the market—you can buy Lays potato chips like Baked Lobster with Cheese, Cola Chicken, and the Numb & Spicy Hot Pot—but entirely new products have been developed, too. PepsiCo's Quaker Oats line offers a breakfast product like congee, a traditional rice porridge. The company's oatmeal is still sold in China but is not a typical breakfast food for the market, and therefore not as popular. PepsiCo also recently started selling a Quaker instant-powdered hot drink that comes in flavors like purple sweet potato.

????Shank Hu, who heads up R&D for PepsiCo in China, explains that the company tries to balance the western aspects of the brand with Chinese influence. Its Tropicana juice, for example, contains real mandarin orange pieces because Chinese consumers are more used to eating fruit than drinking juice, he says.