Chapter 1809 Is the Transformation Successful?

Starting from a drugstore in Atlanta, it has developed into the world's largest all-round beverage company, selling well in more than 200 countries and regions around the world, providing people with more than 500 brands of beverage choices, and as generations grow up, from this From a perspective, Coca-Cola can be described as a business legend, but this brand, which has been famous for hundreds of years, is facing an unprecedented crisis due to the advent of the Internet information age!

Novel promotion methods, novel flavors, fresh juices, even if you are the boss, you can only stay on top and surprise consumers if you continue to introduce new products. This is the most common saying in the beverage industry, and it also applies to Coca-Cola.

In 1886, pharmacist John Pemberton had a whim and wanted to replace morphine with his own formula, but accidentally created Coca-Cola, which everyone knows today. It can be called the most famous soft drink in human history. From then on, Through continuous experimentation, Coca-Cola has always had the upper hand in market competition, killing countless opponents and becoming the undisputed industry leader.

At the beginning of its existence, Coca-Cola had two main ingredients, one was cocaine, and the other was caffeine, which is well-known to the public. Cocaine is extracted from coca leaves, and its English name is 'Coca', while caffeine is extracted from cola nuts, which is 'Coca-Cola'. ', for marketing effect, the K word in the kola nut was replaced with the C word, thus arriving at the century-old name ''.

Of course, compared to the original formula, the Coca-Cola that people can drink now no longer contains cocaine, and the caffeine content has also dropped to an all-time low.

Humans are fickle animals. Animals on the African savannah must have a fixed lifestyle in order to survive. However, humans are different. While pursuing higher enjoyment, they have spawned countless emerging products, whether it is food, drinks, Clothes, compared to a hundred years ago, no! Even compared to ten years ago or even five years ago, there are qualitative changes.

The same goes for the demand for Coca-Cola. When people's lives become better, sugar and sweets are no longer novelties that can only be eaten on holidays, and people begin to pursue a healthier life, the crisis of Coca-Cola arises at the historic moment.

In response to the decline in people's demand for sugary cola, Coca-Cola revisited the recipe of inventor Pemberton. Now the Coca-Cola company executives are trying to transform the Coca-Cola brand from a physical store business to a "user needs-centered company" "The brand can keep up with the times.

In the era of fast information consumption, if traditional products want to transform, the most critical thing is the user's fascination with the brand.

Compared with electronic products, which have the characteristics of relatively short product cycles, continuous product updates, and no need to put too much effort into brand promotion, Coca-Cola certainly wants to make similar changes.

But will such a change be successful? No one knows. One thing that is certain is that before success, most investors will be skeptical about Coke. For the sake of safety, some people will definitely choose to cash out.

Depending on what happens further, we will decide whether to continue investing in this century-old brand.

It is obvious that not only small retail investors can't sit still, but also institutional investors, such as the Yang Family Foundation, which was aware of the situation in advance.

Yang Cheng has never made any kind of fast-selling product, let alone the fast-selling industry. Although he invested in a restaurant, this is not considered a formal entry into the catering industry, it is just a casual investment.

Therefore, no matter how hard he scratched his head, he couldn't figure out how Coke's transformation could be linked to the Internet. Could it allow people to drink Coke online?

That would be too fantasy!

"Uncle Ou, you must have received some news, right? Tell me?" Yang Cheng asked.

Uncle Ou thought about it calmly and said, "Judging from the information we currently have, Coca-Cola seems to be accelerating the digitalization process. They have made many attempts, trying to move forward in many directions, and find the most effective and most likely path to success. ."

Yang Cheng was confused again, thinking, "Digital process? Change the Coke formula into a QR code? Integrate it into the computer?"

Uncle Ou said, “Nowadays, people like interactive experiences, which help users make decisions through real-time communication while taking into account specific user preferences.

Although Coca-Cola's brand is widely praised, it has always been too far away from consumers. How to integrate its platform with the center of users' lives is what Coca-Cola is doing. "

This is not difficult to understand. In the digital age, more and more innovations are driven by data. Data is crucial to creating highly customized and personalized experiences. To put it bluntly, the essence of Toutiao is similar, it is personality. Recommended!

Coca-Cola wants to better contact consumers, understand their preferences, and make products that better meet consumer expectations. This is what Coca-Cola wants to do. However, for Coca-Cola, it doesn’t even matter who its distributors are. They don’t even know, let alone being able to collect and integrate user data to understand consumers’ geographical characteristics, psychological characteristics and consumption scenarios.

Uncle Ou motioned to his assistant to play a video on the big screen. The video showed a vending machine in a shopping mall. It looked like it was in Harrods department store in London. Several young customers were buying Coke through the vending machine. It was nothing strange at first. Yes, but Yang Cheng felt that there was something different about the vending machine.

"This is?"

Uncle Ou pointed to the screen and said, "Coca-Cola has been strengthening its data strategy. This is something they have been doing a few years ago. In order to create data sets, Coca-Cola bet on AI-driven vending machines."

Yang Cheng was dumbfounded, "AI-driven? Is it really AI? It only started a few years ago. How long ago was the term AI born?"

Everyone laughed because Yang Cheng's complaints made sense.

Uncle Ou explained, “I asked my colleagues there to use this AI-driven smart vending machine, but in fact it is not as convenient as a traditional vending machine.

Of course, this is just a try, still for testing purposes.

Regardless of whether it is successful or not, it is not difficult to find that the focus of Coca-Cola's strategy today is to make the communication between consumers and the brand more convenient by establishing a mobile platform-based platform with high user loyalty. "

Yang Cheng said, "If this is the case, I think this machine should be placed in Asia, not in London. The rigid British are full of resistance to new things, unless this machine is known as the sun never sets." ."

Uncle Ou also agrees with this point, “Yes, the implementation of this strategy in Asian countries is particularly important because the markets in Asian countries are huge and more than 50% of the people live in Asia.

While they launched AI vending machines in London, they also used RB as the first frontline in Asia and opened a test field. They developed a platform called ‘Coke On’.

This is a channel to provide incentives and feedback to loyal consumers. "

Yang Cheng sneered, "I understand, this Coke On is Coke's own e-commerce platform. They are trying to build their own retail network and want to completely abandon the middlemen to earn the price difference.

The key is, who would go to Coke’s official website to place an order just to buy Coke? "

Uncle Ou couldn't answer this question. He just spread his hands and said, "Consumption patterns are upgrading. It's hard to say this question. However, among the current measures taken by Coca-Cola, only the changes in advertising are eye-catching. ."

After saying that, the assistant played the next video, which was Coke's latest advertisement, a "drinkable" advertisement.

Compared with the previous 'Fool' vending machine, Yang Cheng still thinks this advertisement is quite interesting, and it also allowed Coke to successfully make the leap to electronics.

Don't underestimate the influence of an advertisement. An excellent advertisement can drive the stock price up by several percentage points.

This kind of advertisement makes the protagonist "Coke Zero" look trendy and elegant. Consumers have never experienced such a fresh publicity method like advertising before. It can be said to be a publicity method ahead of its time.

Coca-Cola could have continued this campaign for decades to come and created the next generation of loyal fans.

As for using AI to find new flavors, in the information age, it is not difficult to get data and perform calculations. Anyway, there are many ways to replace vending machines. That thing is so stupid that Yang Cheng can't help it. Sell ​​tens of millions of shares and calm down.

Of course, no matter what, Coca-Cola felt the pressure in advance when the public was increasingly avoiding sugar. The total consumption of Coca-Cola in the United States reached a record low, even selling less than bottled water.

For being able to bravely take the step of transformation at such a moment, Yang Cheng feels that Coke's senior management is worthy of praise. As for whether it can succeed, I'm afraid it has to be left to their God to decide.

"Actually, that AI vending machine is not useless~"

Uncle Ou's assistant, a cute girl wearing round glasses, raised her hand and said weakly.

Yang Cheng looked over, and Uncle Ou said helpfully, "She had an internship at Coca-Cola before, and she collected all the information today~"

Hearing this, Yang Cheng smiled slightly and encouraged, "You did a good job. If you have any ideas, just tell me~"

Encouraged by Yang Cheng, the little girl was very excited and said excitedly, "The sales volume of Coca-Cola in the United States has been declining year by year since 2012. In order to face this complex change, Coca-Cola made a response very early.

The emergence of AI vending machines is a product that their executives hope to strengthen communication with consumers.

They believe that with AI, they can know where vending machines sell better.

In addition, its digital mechanism can obtain location-related information and then contact the vending machine's real-time inventory to provide a series of beverage options based on your consumption preferences.

This mechanism also has a reward mechanism for loyal consumers. It does not require human participation and is all completed on the platform.

But that's not all. Data from the vending machine network will be used when creating new flavored drinks. The system will understand the user's taste data. It is this data that allowed Coca-Cola to launch cherry-flavored Sprite this year. "

txt download address:

phone-reading: