Thirty Years of Turbulence - Chinese Enterprises

作者：admin  点击次数：20  发布时间：2026-01-09

In order to design the trademark, Dr. Chen Xinjin, who participated in the product development, volunteered to ask his brother, who loves calligraphy, to write the three characters "Jianlibao" on a piece of rice paper. Li Jingwei also asked the county's advertising company to design a trademark image that combines Chinese calligraphy and English letters. This new trademark was stunning in 1984 Chinese products: the dot at the top of the "J" character resembles a sphere, symbolizing ball sports, and the lower half is composed of three parallel curves, resembling three running tracks, symbolizing athletics. Overall, the shape of that character resembles a gymnast or diver in a flexed and contracted posture. The entire trademark reflects the blood relationship between Jianlibao and sports. It stood out among the outdated and identical Chinese products at that time.

Another bold move by Li Jingwei was to propose packaging Jianlibao in cans. In the eyes of consumers at that time, cans were undoubtedly synonymous with high-end beverages. At that time, there was no can manufacturing enterprise in China, and Sanshui Distillery could not have such a canning line. Li Jingwei traveled around and finally persuaded PepsiCo in Shenzhen to agree to produce and manufacture for him. After a flurry of excitement, 200 boxes of shiny and dazzling Jianlibao appeared on time at the AFC Guangzhou meeting, causing a commotion. In June, Jianlibao unquestionably became the preferred beverage for the Chinese Olympic delegation. Compared to all the beverages evaluated, it is the only canned product with a brand image naturally related to sports, and its taste, color, and quality are impeccable.