In The Age Of Cross-Border Integration, Can You Imagine That Coca-Cola Is Selling Clothes And Shoes?

Under the background of low sales of carbonated drinks, Coca-Cola is accelerating its pformation.

Coca-Cola independent clothing store "Dress Coca-Cola" recently opened in Chongqing, the clothing store has no joint name and brand to join, just as an independent fashion tide debut.

It is understood that Coca-Cola set up an independent tide card.

The store is located in the Chongqing love city shopping mall, which includes T-Shirt, shirts, jeans, Polo shirts, hats, shoes, backpacks and so on.

There are many kinds of clothing in this store, but the overall view is very unified.

The costumes are based on Coca-Cola red, white, black and three colors. The classic red and white Coca-Cola is marked with unique style and retro character. It shows a fashion sense of heart and heart, and the brand effect of Coca-Cola drinks itself makes Dress Coke a high price brand.

This is not the first time Coca-Cola has crossed the border, but it is Coca-Cola's unique shop in Chongqing.

Coca-Cola official said that if there is a suitable opportunity, Coca-Cola will open more franchise stores.

According to the insiders, Coca-Cola is constantly introducing new products and trying in different industries. Coca-Cola has obviously accelerated its pformation. However, what kind of results will be harvested in the future?

In the industry view, from the past experience, Coca-Cola entered the field of clothing is just catering to the marketing practices of fans, mostly for the launch of joint or short-term concept products, and will not carry out deep tillage in this field.

Speaking of cross-border cooperation, Coca-Cola crossover

It's not new anymore.

It is reported that Coca-Cola's clothing brand, which is cooperated with Albisetti group of Italy manufacturers, is also in Shanghai for the first time this year.

In 2016, at the Asian Fashion Festival in Manila, the two sides launched the first fashion brand for the first time.

In addition, following the cooperation between Coca-Cola and Ronnie Fieg, a street corner shop in New York in 2016 and 2017, and jointly building a joint series, this year, KITH and Coca-Cola cooperate again, and launch the design of Enjoy KITH based on the classic red LOGO of Ronnie.

Showing American style of leisure.

Not only that, Coca-Cola has launched a joint hat with NEW ERA.

It is worth mentioning that in addition to the introduction of clothing, Coca-Cola has also introduced album notebooks, scarves, headphones, bags, home textiles and other products.

Coca-Cola also works with Lemon-Do to produce lemon flavored spirits, and launched a joint series of cosmetics with Korean cosmetics brand The Face Shop.

Obviously, Coca-Cola has become a cross domain brand.

Some people in the industry believe that the recent Coca-Cola series of cross-border and opening actions indicate that the pformation speed of Coca-Cola has obviously accelerated.

Of course, as a traditional beverage enterprise, Coca-Cola's pformation in the beverage field is more obvious than that of Coca-Cola.

In the near future, Coca-Cola has introduced Qiao Ya coffee, Chun Cha house, Yi Quan soda water, Sprite fiber, pure Yue Shen Shui in the Chinese market, and strategic investment net red yogurt pure, also launched a tea called "yo! Tea".

The industry believes that Coca-Cola's continuous introduction of non carbonated products is to optimize the product mix, reduce the proportion of carbonated drinks, in order to achieve better results.

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.

After a series of adjustments, Coca-Cola's performance in the first quarter of 2018 has improved.

In the first quarter, Coca-Cola's organic revenue increased by 5%.

As we all know, Coca-Cola is a giant in the beverage industry.

Under the background of declining demand, the beverage products which are more consistent with the needs of consumers have been launched and achieved good results. This shows that Coca-Cola's strategy has achieved some results.

However, the results of cross-border apparel industry need to be observed.