Coca-Cola Sells Cross Border Clothing In China

Coca-Cola, a traditional beverage giant, once again crossed the border.

Recently, Coca-Cola clothing solid shop officially opened, the entity store is located in Chongqing love Rong City Shopping Center.

Shop name "DRESS Coca-Cola" launched clothing category includes T-Shirt, shirts, jeans, Polo shirts, hats, shoes, backpacks and so on.

In the design of the product, Coca-Cola red, white and black are used as the basic colors.

In fact, this is not the first cross-border clothing brand.

Coca-Cola's clothing brand, which was cooperated with Italy's manufacturer Albisetti group, also entered China for the first time in 2018 and appeared in Shanghai Joy City.

Playing cross-border business in China

It is understood that Albisetti, a well-known manufacturer in Italy, is an exclusive enterprise authorized by Coca Cola Co to produce and distribute "Coca-Cola" black label and red label globally.

The fashion brands of both sides first appeared in the 2016 Asian Fashion Festival in Manila.

However, for the opening of the Chongqing store, Coca-Cola headquarters said it was "unaware".

In the interview with the Securities Daily, Coca-Cola said, "at present, we do not have a plan to set up shop in China. We notice that a store called Dress coke has recently opened in Chongqing. We are now in the process of knowing the situation."

Later, the Securities Daily reporter tried to get in touch with the store through Dresscokefashion's official WeChat phone, but Miss Chen, who was responsible for the recruitment, said, "I don't know. I'm only responsible for recruitment. You need to ask the head of our company."

Securities Daily reporters found that the official WeChat on its announcement showed Coca-Cola's clothing and promotion and promotion in Greater China.

The published recruitment information shows Ningbo Ji Jiu Trade Development Co., Ltd., the address of the shop is Shanghai, Jingan District Tibet road 198, inner pleasure city.

That is to say, the new shop opened in Chongqing is also likely to be a clothing brand co operating with Italy manufacturer Albisetti group.

In order to verify the conjecture of reporters, the Securities Daily reporter tried to get in touch with the above mentioned Ningbo Jiu Jiu Trade Development Co., Ltd.

In addition to cross-border cooperation with Albisetti group, Coca-Cola has been collaborate with DEVIL NUT, KITH and other tide brands to jointly build a series of costumes and integrate Coca-Cola's classic logo into the clothing brand.

In addition to clothing, Coca-Cola also introduced scarves, headphones, bags, picture albums and other peripheral products.

Of course, Coca-Cola has also set foot in the beauty industry.

Earlier, Coca-Cola and Korean cosmetics brand The Face Shop jointly launched a set of coke from the inside and outside the whole series of make-up.

The joint name includes 9 Color Eye Shadow plates, air cushion BB, powdery cake, lipstick, Lip Glaze and lip dye six categories.

These products all use the classic packaging design of Coca-Cola, plus Coca-Cola's logo, which makes full eye.

In addition to Coca-Cola, many food companies have been involved in cross-border marketing.

Japan's time-honored brand food manufacturers have also worked with South Korea's make-up Holika Holika for cross-border cooperation. They have adopted two iconic Peko sauce and "Milky" logo. The joint products include four color eye shadow plates, blush cream, hand cream, air cushion BB, powder puff, lipstick and so on.

Poor performance pformation is imperative

In fact, Coca-Cola's series of pformation operations are closely related to the main business of its carbonated drinks.

In May 2017, Jun Kun Jie formally received CEO Muhtar Kent before taking over, and became the new helm of Coca-Cola.

Zhan Kunjie, who joined the company in 1996, has successfully expanded the market share of non carbonated drinks in the management of Coca-Cola's European business. This is also an important reason for the board to watch him.

Although carbonated drinks account for 70% of Coca-Cola's sales, their growth is even more weak.

Data show that in 2017, Coca-Cola earned $35 billion 410 million, down 15% compared to the same period last year, and realized gross profit of 22 billion 154 million US dollars, down 13% compared with the same period last year. Net profit attributable to shareholders of listed companies was US $1 billion 248 million, down 81% compared to the same period last year.

In fact, in recent years, Coca-Cola has also been trying to make innovations, such as the introduction of Zero sugar fiber + carbon Sprite in the Chinese market, the introduction of Yi Quan soda water, the purchase of "Le pure" yogurt and its strategic investors, and the two sides will actively explore strategic cooperation in various fields, which also marks Coca-Cola's march into yogurt.

Not only that, Coca-Cola also sold alcoholic beverages in Japan.

A series of changes have been effective.

In the first quarter of 2018, Coca-Cola's performance was warmer.

Its first quarter earnings report released in April this year showed that Coca-Cola's net profit in the first quarter was $1 billion 370 million, an increase of 16% over the same period last year. Its revenue was $7 billion 600 million, and organic sales increased 5%.

Zhu Dan Peng, a Chinese food industry analyst, said in an interview with the Securities Daily reporters that Coca-Cola and

The grafting of industry has promoted the relevance and stickiness of Coca-Cola brand and the new generation of consumers.

From the end of the whole industry and the consumer side, we are more optimistic about this kind of cross-border.