Mengniu is a giant in the dairy industry, and Coca-Cola is a big shot in the carbonated beverage industry. These two brands are familiar to most people.
Recently, they joined hands successfully and founded "Keniu Dairy Co., Ltd.", whose main business is low-temperature dairy products. This name is really domineering and humorous. ...
Coca Cola Mengniu
Although many brands have started a crazy cross-border model in recent years, they are also actively cooperating with other companies to launch creative items.
But like Coca-Cola and Mengniu, there are not many cases of companies directly holding hands with funds.
It is said that two tigers are not allowed in one mountain. Usually, enterprises develop to a certain extent and will not easily establish deep ties with other brands.
Why is this an exception? What are Coca Cola and Mengniu going to do together?
Being able to get the two giants to agree to "marriage" shows that both sides agree that the establishment of a new company is beneficial to each other. That's true.
In the past, carbonated drinks were synonymous with "cool" and "fashion", but now for many consumers, carbonated drinks mean unhealthy and fat.
With the awakening of people's health awareness, the sales of almost all carbonated beverage products have declined to varying degrees.
According to Beverage Digest 20 16, the sales of carbonated soft drinks in the United States decreased by 1 1 year.
On the contrary, in recent years, various beverages with 0 sugar and 0 fat have a strong presence in the market and have risen rapidly.
Realizing that the beverage consumption market has changed, Coca-Cola will push zero-sugar cola for a while and sell health-care hot drinks for a while, trying to get rid of the label of "fat house" and establish a new corporate image.
Cooperation with Mengniu to enter the low-temperature dairy industry will help it further adjust its product structure, attract more consumers in the circle and realize brand rejuvenation.
For Mengniu, cooperation with Coca-Cola is equally beneficial.
In the 20 19 list of the world's top 500 companies, there are four beverage companies, and Coca-Cola is one of them, ranking 395th. Forbes 2020 global brand value 100, Coca-Cola ranked sixth.
Looking at the whole beverage circle, there are very few companies that can compete with Coca-Cola. Whether it is popularity or brand influence, Coca-Cola has outstanding advantages.
In-depth cooperation with such a brand can make full use of its advantages in product research and development, technical processing, channel distribution, marketing and promotion, so that new products can be recognized and accepted by consumers in a short time.
A strong alliance is the CP of Coca-Cola and Mengniu.
"Cooperation" will become the norm in the brand circle.
The era of going it alone has gradually drifted away, and no brand is omnipotent. It is difficult for enterprises that do not have the ability to win cooperation to stay at the top of the industry for a long time.
So we found that more and more high-quality brands began to actively integrate resources through various channels and forms for "common development".
In the past, we always thought that "opponents" wanted to dislike each other, but Xicha and Modern China Tea Shop proved with practical actions that even if they were antagonistic, they could exchange CP.
"Hi Tea Modern China Tea Shop Joint Gift Box (Hi Tea Edition) is here! We take Changsha as the main background. The previous' Guangdong specialties' and the current' Changsha specialties' are all in this box. "
On July 2 1 day, Xicha announced that it would cooperate with modern China Tea Shop to launch a limited number of 300 joint gift boxes, including glasses, key chains, post-it notes and other products.
Brand Jun suspects that there will be more and more cases in the brand circle, such as "Modern China Tea Shop who loves tea" and "Coca-Cola Mengniu", which are linked with immortals.
After all, win-win cooperation is the right way in the world.