Rebirth in Hong Kong: From Dessert Shop to Industrial Empire

Chapter 83 Pepsi (Second update of 10,000 words per day! Please vote with your monthly tickets and recommendations!)

"name?"

Chen Bingwen's gaze swept over the bottle of ice-blue liquid on the lab table.

The instant, refreshing minty sensation that pierced through the mouth and soared to the top of the head, followed by the carefully reconstructed refreshing fruit flavor and lasting invigorating feeling, is clearly imprinted in my mind.

This is not just a beverage, but a strategic weapon that is about to unlock a huge market.

Its name, like its taste, must be highly impactful, recognizable, and memorable!

It must be able to accurately convey the core value of the product, instantly waking you up and providing lasting energy!
It needs to be catchy and easy to spread!
It must also embody Chenji's ambition to break through to the next level!

The meeting room fell silent, and all eyes were on Chen Bingwen.

Zhou Zhiyuan, Ling Peiyi, Gao Zhenhai, and Zhong Qiang—each of them wore an expression of anticipation.

Chen Bingwen pondered for a moment, his gaze slowly sweeping over everyone before finally settling on the bottle of icy blue liquid.

"The name must reflect its core value," Chen Bingwen said. "Instantly waking you up and providing lasting energy—that's what distinguishes it from ordinary beverages, and even from our existing sugary drinks!"

He paused, then looked at the Chen Kee management team present: "How about a refreshing effect? ​​Simple, direct, and highlighting the benefits."

Gao Zhenhai immediately nodded: "To wake up?"
Great! Just hearing that tells me it'll give me energy! That's straightforward!

Ling Peiyi pondered, "It's refreshing and highly functional, but it seems to lack emotional resonance and brand identity. It feels more like the name of a medicinal oil."

Zhou Zhiyuan pushed up his glasses: "From a technical point of view, 'awakening' does indeed accurately summarize the core experience brought about by sensory reconstruction."

But Director Ling's point is valid; as fast-moving consumer goods, a touch of warmth or emotional connection might be necessary.

Chen Bingwen nodded slightly, understanding Ling Peiyi and Zhou Zhiyuan's concerns.

The name of a fast-moving consumer goods product should not only have a clear function, but also have an emotional connection.

His mind raced through the names of successful energy drink brands from his past life.

Red Bull – power, wildness, and drive.

Dongpeng Special Drink – The Eastern Peng bird, spreading its wings and soaring high, symbolizes hard work and striving.

The Claw – Mystery, Energy, Subversion.

These names precisely target the core needs of their target audience: energy, striving, and pushing limits!
Who is the core target audience for Chenji's functional beverage?
Drivers, workers, students, and office workers who stay up late—all those who need to combat fatigue, stay alert, and improve efficiency!
What are their core demands?
It's not just about "waking up," it's about "energy"!
We must be "strong"!
The "strength" that can support their continued struggle.

In an instant, a more appropriate name came to Chen Bingwen's mind.

“It’s refreshing, but not enough,” he said slowly. “Our target audience is drivers working under the scorching sun, assembly line workers sweating on the assembly line, white-collar workers rushing to finish their work late at night, and students studying hard late into the night. What they need is not just to be awake, but also a continuous source of energy and the strength to keep going!”

He paused, then raised his voice, emphasizing each word:

"Therefore, I propose that this beverage be named Jinba!"

"Jinba?"

The crowd repeated it subconsciously.

“Yes, Jinba!” Chen Bingwen said with great certainty. “Jin represents strength, power, and continuous momentum! Ba represents energy, vitality, and the source of support for struggle!”

"The 'Jinba Combo' is catchy and easy to remember!"
It accurately conveys the core value of the product: instantaneous burst of energy and sustained power!
It resonates with the target audience's psychological needs for power and pushing their limits!

It inherently possesses a positive, uplifting, and powerful brand image!
More importantly, the name "Jinba" naturally conveys a sense of sportiness and power, creating a strong visual impact and making it easy to design an eye-catching logo and packaging!

He looked around at everyone: "What do you all think?"

After a brief silence, the meeting room erupted in enthusiastic applause!

"Powerful! Great! Excellent!" Gao Zhenhai was the first to agree. "Powerful, energetic. Just hearing it gets me excited! Much more powerful than a stimulant!"

Ling Peiyi nodded repeatedly: "Jinba. It's truly perfect! It takes into account functionality, emotional resonance, brand tone, and ease of dissemination! Chen Sheng, this name is brilliant!"

Zhou Zhiyuan also sincerely praised, "The name 'Jinba' is concise and powerful, directly addressing the core message, and full of upward momentum, perfectly matching the positioning of this beverage! I completely agree!"

"Alright!" Chen Bingwen made the final decision. "Let's call it Jinba!"

With the name decided, Chen Bingwen didn't hesitate for a moment and immediately moved on to the next crucial step.

"Director Ling, the packaging design for Jinba must be started immediately!"

Core objective: Emphasize strength and capability!

The bottle type is a standard 250ml PET plastic bottle, which is lightweight, drop-resistant, and cost-controllable.

The main color is ice blue!

The color of the beverage complements its own, enhancing the visual association with coolness, purity, and energy.

The logo design must make the two characters "劲霸" (Jinba) stand out, be sharp, and exude a sense of power!

The bottle can be designed with abstract patterns of lightning or beams of energy to enhance the visual impact of the burst of energy!

Remember, packaging is the product's first impression; it must grab attention instantly on the shelf!

"Understood, Mr. Chen!" Ling Peiyi immediately replied. "I'll contact the design company right away, provide a creative brief, and produce a first draft within three days!"

"Director Zhou," Chen Bingwen said, looking at Zhou Zhiyuan, "the stability testing, shelf-life testing, and large-scale production compatibility testing of Jinba's formula must be accelerated simultaneously!"
In particular, the PET bottle filling process is adapted to ensure that the flavor, taste and functionality are perfectly preserved after bottling.

In addition, the taurine content needs to be adjusted in stages for different markets.

Hong Kong Island and Southeast Asian markets, 125mg/bottle;
In the European, American, and Japanese markets, the dosage is 400mg/bottle.

The ingredients listed on the label must be clear, accurate, and comply with the regulations of each country.

This is a strict requirement; there can be absolutely no mistakes!

"Don't worry, Mr. Chen!" Zhou Zhiyuan said seriously. "The lab data is already very stable. I will personally oversee the PET bottle filling compatibility and stability testing to ensure everything goes smoothly!"

“Ah Hai,” Chen Bingwen said, turning to Gao Zhenhai one last time, “There is a previously idle soft drink bottling line at the Shatin plant. Immediately begin the Jinba bottling adaptation and debugging!”

Prepare the dedicated cleaning program, filling parameters, and capping torque standard!
Once Director Zhou's tests are passed and the formula is finalized, I need the Shatin factory to start production of Jinba within 24 hours!
The initial production capacity target is 30,000 bottles per day!

"Roger that, Brother Wen!" Gao Zhenhai straightened his back. "Mission accomplished!"

After leaving the R&D center, everyone dispersed, filled with excitement and work tasks. Chen Bingwen returned to his office.

The birth of "Jinba" is a strategic fulcrum for Chenji to break through the ceiling of the sweet soup category and enter the global functional beverage market!

The relevant patents must be applied for as early as possible.

He picked up the phone and dialed Vincent Fang's number.

“Mr. Fang, I have successfully developed a new functional beverage. We need to apply for patents related to the formula and trademarks immediately.”

Fang Wenshan on the other end of the phone immediately replied, "Mr. Chen, congratulations! What's the name of the new product? I'll get started on preparing it right away."

Chen Bingwen briefly introduced the features of "Jinba" to Fang Wenshan over the phone.

Fang Wenshan quickly transcribed on the other end of the phone: "Understood! Mr. Chen."

The name "Jinba" itself requires trademark registration, and the core formula and process patents are of paramount importance.

“That’s right,” Chen Bingwen affirmed. “The formula and process patents are Jinba’s moat, and they must be built as high and thick as possible. Trademarks are brand assets, and neither can be missing.”

"Mr. Chen has considered everything thoroughly," Fang Wenshan agreed.

Chen Bingwen said, "Mr. Fang, please take full responsibility for this matter."

If you need any technical details from Professor Zhou's team, you can contact him directly.

Remember, you must hurry!

Before Jinba can be officially launched on a large scale, a patent barrier must be initially established.

Regarding the budget, it will be prioritized; whatever amount is needed will be processed directly.

"Understood, Mr. Chen!" Fang Wenshan's voice was full of energy. "I will contact Professor Zhou immediately and try to complete the preliminary patent disclosure and trademark search within 48 hours."

Rest assured, I will make Jinba's patent moat as solid as a rock!

After finishing his discussion of Jinba, Chen Bingwen succinctly asked, "What new developments are the giants making regarding bottle cap patents?"

On the other end of the phone, Fang Wenshan solemnly said, "Mr. Chen, lawyer Robert has sent the latest news."

Coca-Cola's global headquarters has established a special task force, led by a senior vice president, to evaluate our bottle cap patent portfolio.

PepsiCo's international division has also raised its level of concern, and their legal and technical teams are reportedly holding intensive meetings.

Nestlé and Suntory are also taking action.

Robert judged that they would not rashly initiate patent invalidation litigation in the short term, as the risk was too high.

However, the possibility of private contact and tentative offers is increasing rapidly.

"A tentative offer?" Chen Bingwen's lips curled into a cold smile. "Patent licensing is negotiable."

But Chen Ji's patents weren't for exchanging for pocket money.

It is part of our global strategy.

Want authorization?

Exchange it for equivalent resources!

Channels, markets, joint brand promotion, and even equity partnerships!

Otherwise, there's no point in discussing it!

He spoke with absolute certainty, leaving no room for doubt.

"Understood! Mr. Chen!" Fang Wenshan's voice on the phone was noticeably more excited. "I will have Robert clearly convey your stance!"

A week later.

Conference room at the headquarters of Chenji Foods, on the top floor of Weiye Industrial Building.

Chen Bingwen, Ling Peiyi, Zhou Zhiyuan, Fang Wenshan, and the newly appointed Administrative and Human Resources Manager Su Manli sat around the table.

Several documents were spread out on the table.

One document is the latest financial report of Chenji Foods issued by Dexin Accounting Firm.

The other document was an encrypted fax brought by Vincent Fang, urgently sent by Robert's legal team in London.

Chen Bingwen's gaze first fell on the financial report.

Thanks to the continued receipt of payments from Singapore orders, the explosive growth of the Hong Kong Island convenience store channel, and the positive feedback from the trial sales of bottled sugar water in Malaysia and Indonesia, Chen Ji Foods has extremely abundant cash flow.

Liquid assets exceeded HK$200 million, and cash and bank deposits amounted to HK$205 million.

With the strong support of the grid management team, the stock of bottled sweet soups in local convenience stores on Hong Kong Island has continued to rise, with the average daily sales per store remaining stable at around 12 bottles, becoming an important source of profit growth.

A sound financial position provided a solid financial guarantee for Jinba's listing.

However, when Chen Bingwen's gaze fell upon Robert's encrypted fax, his expression immediately turned serious.

The fax was concise, stating that David Ross, Senior Vice President of PepsiCo's International Business Division, would be secretly arriving in Hong Kong in three days.

The accompanying personnel included their global general counsel, strategic investment director, and team of technology experts.

The purpose of this trip was to obtain Chen Ji's patent for diamond-shaped anti-slip bottle caps.

Pepsi!

The global vice president personally led the team!

The target is bottle cap patents!

There was silence in the conference room.

Everyone felt the immense pressure and opportunity behind this fax.

(End of this chapter)