可口可乐跨界做服装潮牌-凯发k8官方网娱乐官方

 可口可乐跨界做服装潮牌-凯发k8官方网娱乐官方

可口可乐跨界做服装潮牌

来源:      2018/6/27 7:19:01      点击:

【行业新闻】在碳酸饮料销售疲软的背景下,可口可乐的转型正在加速。可口可乐(coca-cola)最近在重庆开设的独立服装店没有任何联合名称或品牌,只是作为流行的标志出现。可口可乐官员表示,如果有合适的机会,该公司将开设更多的专卖店。业内人士认为,可口可乐不断推出新产品,并尝试不同行业,加快可乐转型,这些都试图收获成果,但未来仍是未知数。

开一家独立的流行标志店
可口可乐自主开设的大众标志服装店,位于重庆市airong hui的购物中心。它的产品包括t恤、牛仔裤、polo衫、帽子、鞋子和背包。虽然产品种类繁多,但整体可乐以红、白、黑三色为基本色。
除了开设独立商店之外,可口可乐与意大利制造商albisetti group合作的服装系列今年也在上海的欢乐城(joy city)首次在中国亮相。2016年,这两个凯发k8娱乐的合作伙伴首次在亚洲马尼拉时装节上推出了时尚品牌。
可口可乐全球总部回复公司的相关负责人在北京商业报纸记者,可口可乐公司经营少量的特许经营店在世界各地,它已经注意到,有一个称为“礼服”可口可乐最近打开存储在重庆,现在是在凯发k8娱乐唯一官网的解决方案。
据了解,除了推出服装外,可口可乐还推出了专辑笔记本、围巾、耳机、包包、家纺等产品。2018年,kith和coca-cola再次合作推出以可口可乐经典红色logo为基础设计的“享受式图案设计”服装,呈现出美国整体的休闲风格。
零售行业专家胡春才上海尚宜咨询有限公司总经理认为,从过去的经验来看,可口可乐的粉丝进入服装行业只是为了迎合营销实践,如何推出联合系列产品或短期概念,并不是在这个领域深入耕耘。
去除“碳酸化”标签
可口可乐(coca-cola)的跨界服装并不新鲜,但这是该公司首次以独立品牌开设分店。业内人士认为,可口可乐近期一系列跨境和开店行动表明,可口可乐转型速度明显加快。
其中,跨界已经成为可口可乐的常态。可口可乐(coca-cola)已与帽子制造商新时代(newera)联手,推出联合品牌帽子,生产柠檬味soju with lemon do,并与韩国美容品牌thefaceshop共同推出一系列联合品牌化妆品。可口可乐已经成为一个跨学科的品牌。
可口可乐官员表示,如果有合适的机会,他们将开设更多的门店。但目前还没有在中国开设门店的明确计划。
当然,作为传统饮料公司,可口可乐在饮料行业的转型更为明显。近日,可口可乐在中国市场以乔雅咖啡、春茶馆、健怡苏打水泉、雪碧、纯越神纤、战略投资和纯红酸奶等推出了一款名为“!”茶。
业内人士认为,可口可乐公司不时推出非碳酸产品,优化产品结构,降低碳酸饮料比例,实现性能的恢复。
2017年,可口可乐的收入为354.1亿美元,同比下降15%。毛利润为221.54亿美元,同比下降13%。上市公司股东的净利润为12.48亿美元,同比下降81%
经过一系列调整,可口可乐的业绩在2018年第一季度有所改善。有机第一季度收入增长5%,可口可乐,可口可乐公司总裁兼首席执行官zhankunjie相信可口可乐增长性能是使用正确的策略”在同一时期,可口可乐在中国市场,强大的市场说特别是汽水类实现了两位数的销售增长,并促进亚太地区收入增长超出了本季度的盈利增长。
衣服只用于增值服务。
众所周知,可口可乐作为饮料行业巨头,在碳酸饮料市场需求下降的背景下,不时推出更多符合消费者需求的饮料产品,并取得了良好的效果,表明可口可乐在战略上取得了良好的进展。但跨境服装需要谨慎。
大众商标的消费市场近年来发展迅速。2017年,全球流行的logo服饰市场已突破2000亿美元,绝大部分消费者为90后和2000后。
同时,数据显示

coke's transformation is accelerating amid weak soda sales. the independent clothing coca-cola store, which recently opened in chongqing, did not have any joint names or brands, but only appeared as popular logo. coca-cola officials said the company would open more franchised stores if given the right opportunity. the personage inside course of study thinks, coca-cola launched new products, from time to time and try in different industries, speeding up coke transformation, these try to harvest the results, but the future is still unknown.

open an independent popular logo store
the independent popular logo clothing store opened by coca cola is located in the shopping center of chongqing airong hui city. its products include t-shirts, jeans, polo shirts, hats, shoes and backpacks. although the product category is many, but the overall coke red, white, black and three colors as the basic color.
in addition to setting up independent stores, coca-cola's clothing line, which is in partnership with italian manufacturer albisetti group, also made its debut in china this year, at joy city in shanghai. in 2016, the two partners launched fashion brands for the first time at the asian manila fashion festival.
coca-cola's global headquarters reply the relevant person in charge of the company business newspaper reporters in beijing, the coca-cola company operates a small amount of franchise stores around the world, and it has been noticed that there was a called "dress" coca-cola store recently opened in chongqing, is now in the solution.
it is understood that in addition to the launch of clothing, coca-cola has also introduced album notebook, scarf, headphones, bags, home textiles and other products. in 2018, kith and coca-cola cooperated again to launch the clothing designed with "enjoikith pattern design" on the basis of coca cola's classic red logo, which presented the overall american leisure style.
retail industry hu chuncai shangyi consulting experts, shanghai general manager thinks, from the past experience, coca-cola fans into the clothing field is just cater to the marketing practices, how to launch a joint series products or short-term concept, is not deep ploughing in the field.
to remove the "carbonation" label
coca-cola's crossover clothing is nothing new, but this is the first time it has opened a store under an independent brand. people in the industry believe that the recent series of cross-border and store opening actions of coca cola indicate that the transformation speed of coke is significantly accelerated.
among them, crossover has become the normal situation of coca-cola. coca-cola has teamed up with hat maker newera to launch co-branded hats, produce lemon flavored soju with lemon do and launch a co-branded full range of cosmetics with south korean beauty brand thefaceshop. coca-cola has become an interdisciplinary brand.
coca-cola officials said they would open more stores if given the right opportunity. but there are no definite plans to open a store in china.
of course, as a traditional beverage company, coca-cola's transformation in the beverage industry is more obvious. recently, coca-cola in the chinese market with joe elegant coffee, chun tea-house, springs of diet soda water, sprite, pure yue god fibril, strategic investment and net red yogurt pure, also introduce a called "! tea.
people in the industry believe that coca-cola has introduced non-carbonated products from time to time, optimized product structure and reduced the proportion of carbonated drinks to achieve the recovery of performance.
in 2017, coca-cola's revenue was $35.41 billion, down 15 percent from a year earlier. gross profit was $22.154 billion, down 13% from a year earlier. net income attributable to shareholders of listed companies was $1.248bn, down 81 per cent from a year earlier
after a series of adjustments, coke's performance improved in the first quarter of 2018. organic revenue growth of 5% in the first quarter, coca-cola, president and chief executive of coca-cola company zhankunjie believe that coca-cola growth performance is to use the right strategy "in the same period, coca-cola made a strong market in the chinese market, said especially in soda category achieved double-digit sales growth, and promote asia pacific revenue growth beyond this quarter's earnings growth.
clothing is only for value-added services
as is known to all, coca-cola as beverage industry giant, under the background of carbonated drinks market decline in demand, from time to time to launch more in line with consumer demand of beverage products, and achieved good results, show that coca-cola progressed nicely in their strategic effect. but cross-border apparel needs to be cautious.
popular logo's consumer market has grown rapidly in recent years. in 2017, the global popular logo apparel market has exceeded 200 billion us dollars, with the majority of consumers in the post-90s and post-2000 generations.
at the same time, the data shows, the chinese market tide brand consumption growth rate is 3.7 times that of tide brand growth rate reached 62% rather than the tide brand consumption growth is 17% at present, a second-tier cities spent stubbornly high tide brand market. for the third-tier and lower-tier rural areas, although consumption is low, the growth rate is higher than that of first-tier rural areas. for example, in 2017, the growth rate in qinghai reached 385 percent
market trends, the coca-cola can dress as a drink promotion gifts and provide value-added services, but it's hard to do in the mainstream consumer market is to "shanghai roost brand management co., ltd., general manager, apparel industry marketing experts cheng weixiong coca-cola out independent tide brand boutiques to beijing business newspaper reporters, coca-cola's one hundred brand ip is of great historical significance and massiness, representative of american popular culture and the culture of young people, at the same time, also had the characteristics of fashion brand connotation. however, the multi-dimensional sku features of beverage products and clothing, such as mountain separation, cannot be compared
it is known that there are at least dozens of categories of a clothing brand and at least several hundred skus. coca-cola now has more than 20 brands and more than 60 products.
looks like the dress threshold is very low, in fact in the current threshold is not low cheng weixiong said.