Depth report

　　

Those who like the taste of Zero Coca-Cola should hurry up and stock up a few cans, because in the future in the Chinese market, it is likely to disappear gradually (unless the love of consumers is retained), and then be the "brother" of the classic Coca-Cola -Replaced by Coca-Cola Zero Sugar.

    "We have fine-tuned the zero-degree formula, (the new sugar-free product) tastes better. The new product will retain more identifiable Coca-Cola features, but we must also let you know that this Coke does not contain calories." Coca-Cola Greater China and Curt Ferguson, president of the Korean region, revealed in the interview.

    Since the launch of Coca-Cola director Warren Buffet’s favorite cherry-flavored Coke in China, this beverage brand, which is more well-known than the United Nations, is making great efforts in the world’s largest emerging market countries, from product upgrades to new product research and development. , To marketing positioning, and then to supply chain management, the top spot in the global beverage industry pushes itself to the forefront of change.

      Chief Executive James Quincey, who took office in May 2017, once said, “This company must be capable of being bigger than this brand”. In this regard, Feng Guangsheng also said that today's Coke people have removed the burden of arrogance in their hearts and said something that they could not even think of ten years ago-"The favorite beverage brand of Coke employees may not be Coca-Cola."

      Of course, the more other brand options he suggested should not include competitors' products. Fanta, developed in Nazi Germany, and Sprite, the Chinese favorite in the past, are brands that can compete with traditional Coca-Cola.

Big drinker: Coca-Cola has a "brother brother"

      As the third largest market for Coca-Cola, an interesting change in China lies in local innovations. "In the past, beverages were extracted from the pulp, while Minute Maid was to add pulp to the beverage." This product with Chinese experience has been in turn promoted to other markets in the world. Feng Guangsheng introduced.

    In Coca-Cola, a more drastic change than mental adjustment should be "weight".

    In addition to product innovation, Coca-Cola has been accelerating the implementation of franchise restructuring plans in recent years-a structural adjustment strategy aimed at divesting bottling plants and other heavy assets. After selling assets to partners in the Chinese market, within the Coca-Cola global bottling system, COFCO Coca-Cola Beverages Co., Ltd. will become its fifth largest bottling plant, and Swire Beverages Holdings Co., Ltd. will become its third largest bottling plant .

    Because of the huge structural adjustment, the company's profits continue to be under heavy pressure. Coca-Cola Global's financial report for the third quarter of 2017 showed that the company's net profit fell by 15% to US$9.1 billion. Nearly a quarter of the reason was due to the impact of the reorganization of the bottling business franchise.

    But in terms of stock prices, Coca-Cola is currently at its highest level since the 1998 financial crisis fell across the board.

    Feng Guangsheng said that structural adjustment is definitely the top priority, but Coca-Cola will focus more on value enhancement after "slimming". "Only consider brand maintenance, innovation and marketing", as well as major issues such as mergers and acquisitions, leave the burden to those partners who have this expertise.

    This 131-year-old beverage company has always been an expert in marketing. From skirt-like curved bottles to all kinds of commemorative bottles and slogan bottles, they have played with bottles to the extreme.

    "If you are embarrassed to speak up, you can give her (him) such a confession artifact, I can only help you here." Chinese pop idol Lu Han, who quickly became popular, left it in a Coca-Cola recording bottle with a bottle cap shaped like antlers. Next sentence like this.

    At the same time, the Coca-Cola brand has performed an almost ideal social communication among the young people in China. Now Luhan's fans are considered to have strong purchasing power and a firm spirit of teamwork.

      Invented by the pharmacist John Pemberton at the end of the 19th century, this magical formula drink was originally just an alcoholic drink containing coca; later it played a role as a substitute during the Prohibition in the United States. Leap to win the favor of more consumers. Like some of the subsequent champion drinks, Coca-Cola has also experienced the process of developing from promoting its refreshing effects to being aimed at a wider audience. After the Second World War, Coca-Cola was almost synonymous with American patriotism.

    However, for nearly a hundred years, this beverage has been facing inescapable health controversies, from alcohol to *** to sweeteners. Today, the cola industry's active research and development of sugar-free products is much like a side response to this trouble. With the gradual diversification of product lines, it is the consumers that determine whether the cola beverage will continue to exist in the future.

    As the world's largest beverage company, Coca-Cola has more than 500 soda and still beverage brands, including coffee, purified water and even coconut juice. Currently, there are 17 brands introduced into China.

    In the Chinese market, tea beverages seem to be the eternal pain of Coca-Cola's heart, but Feng Guangsheng said that he will not give up trying. He believes that the fierce market share competition in the Chinese market reflects the fact that new local brands have moved quickly to occupy the market, but are difficult to push their momentum to the next level, and eventually decline back.

      In 2016, Coca-Cola completed the acquisition of Xiamen Coarse Grain King Beverage Technology Co., Ltd., hoping to expand its localized product series. This move reflects the idea of long-term competition.

     "Currently, Coca-Cola's market share in China occupies a double-digit market share. The market for non-alcoholic ready-to-drink beverages (NARTD) is very broad, and there are some other beverage categories that we have not yet entered. However, I said So this will be the area we will focus on next. Sparkling beverages are our most in-depth development, and now occupy about 60% of the market share. And we still believe that there is still a lot of room for growth "Feng Guangsheng is full of confidence.