Brand name: Coca Cola

Industry: Food and Beverage

On October 5th, 65438/kloc-0, Coca-Cola announced that it would significantly reduce its beverage brands. Faced with the impact of the epidemic, Coca-Cola chose to screen and reorganize its brand. The company's coconut water brand Jike was first cancelled, and some less popular Coca-Cola and Diet Coke drinks were also considered.

James Quincey, CEO of Coca-Cola, which has more than 400 brands, said that it would reduce and reform some of its smaller or single-country zombie brands. A related spokesman said that the closure of Zico is only part of Coca-Cola's plan to streamline the brand industry line. After long-term consideration, the starting point of this plan is to meet the needs of consumers and realize the scale growth of product portfolio.

According to the financial report data released by Coca-Cola Company in July, the sales in the second quarter of this year was 7.2 billion US dollars (about 48.9 billion yuan), down 28% year-on-year. In this case, choosing and reorganizing the brand is an inevitable choice for Coca-Cola. This may become a great opportunity for Coca-Cola to transform in the future.

Brand name: Maybelline

Industry: Beauty Cosmetics

After withdrawing from the supermarket sales channel on a large scale, Maybelline made a major adjustment to the sales channel again-gradually withdrawing from the department store counters. In this regard, Maybelline said that this is based on two considerations, one is to meet the needs of consumers, and the other is to further complete the image building of Maybelline's high street trend brand.

Leaving the department store doesn't mean Maybelline gives up offline sales channels. While closing the department store counters, Maybelline opened a certain number of boutiques and flagship stores. Online and offline interactive experience has become a more important user consideration for Maybelline.

In fact, when Maybelline entered the China market on 1997, seizing the sales channels such as department stores and supermarkets became one of the important means for Maybelline to broaden the China market, and also laid the foundation for Maybelline to build a popular brand image. With the gradual decline of these sales channels, Maybelline also adjusted itself in time. Large-scale withdrawal from department store counters is not without warning. As early as 20 18, Maybelline has gradually withdrawn from the supermarket sales channel. Since the beginning of this year, Maybelline has closed a large number of department stores.

This is not only because of the epidemic, but also because the whole department store counter sales channel is being impacted by online sales, and offline sales channels need to have certain characteristics and competitiveness. Traditional department store counters are obviously not available, while boutiques, flagship stores and concept stores can present more highlights. This is the offline sales channel layout that Maybelline wants to achieve in the future.

Brand name: purchased by Suning

Industry: E-commerce

654381October 9, Suning said that after the Double Ten Shopping Festival, its own beauty product EADAELE, namely IDELI, will be officially launched. At present, the products displayed in front of you are Li Yide's polypeptide-nourishing and firming products, including five single products: cleansing gel, moisturizing water, repairing lotion, firming essence and skin rejuvenation cream, all of which are its star products.

Suning's exploration in the field of beauty has already been going on. So far, Suning Wu Mei Cosmetics has owned more than 100 international first-line brands. Li's launch was not a whim. According to the investigation of the enterprise, the trademark has been applied for as early as 20 13, and the applicant is Suning.cn group co., ltd.

Zhang Kui, general manager of Suning Shopping, has his own views on the launch of this new brand. According to him, Li Yide has two advantages. One is that the supply chain provided by Suning itself is guaranteed in quality; Secondly, relying on direct supply from the foundry has a very high cost performance. It is reported that the brand will be officially launched on the day of the Double Eleven.

Social e-commerce has its own advantages in promoting beauty products, and the launch of Li Yide is only a step for Suning to explore the beauty field. Although there are five years of long-term incubation, the development of the brand needs a longer operating period. How far can Suning's own brand incubation go? The first step is of special significance.

Brand name: L 'Oreal

Industry: Beauty Cosmetics

On September 30th, L 'Oré al Yichang Water Recycling Factory officially started trial operation, becoming the first water recycling factory in L 'Oré al Asia-Pacific region and the fifth water recycling factory opened by L 'Oré al in the world.

Due to the characteristics of the industry, industrial sewage containing chemical components will inevitably be produced in the process of cosmetics production, which will cause serious water pollution and then affect public health. Therefore, the opening of the water recycling plant is of great significance.

L 'Oré al chose Yichang Mei Tian as the water recycling factory for its own consideration. As the largest cosmetics factory in L 'Oré al Asia-Pacific region, Mei Tian factory successfully achieved zero carbon emission as early as 20 15, and achieved zero landfill of factory garbage on 20 19. The water recycling project was started in March 2065438+2009. After the completion of the project construction, the factory will realize the sewage reaching the standard again through professional equipment for reuse. According to reports, after the start of the project, the annual tap water consumption will be reduced by about 1.60 million tons, which is equivalent to the annual water consumption of 93 families (calculated by one family 1.80 tons/year).

The start of this water recycling plant is actually one of the important measures of L 'Oré al's brand-new sustainable development project "L 'Oré al for Tomorrow", which is aimed at the water resources management of this project.

Brand name: Fonterra

Industry: dairy products

On the morning of October 5th, 65438/kloc-0, Fonterra, the world's largest supplier of dairy raw materials, announced that it would sell its ranch group in China for a total price of NZ $555 million (about RMB 2.5 billion).

Among them, Fonterra's two pasture groups in Yingxian and Yutian were acquired by Inner Mongolia Natural Dairy Co., Ltd., a subsidiary of China You Ran Dairy Group Co., Ltd., at a price of NZ $565.438+03 billion (about RMB 236.5438+0 million). And its 85% stake in Beijing Hangu Ranch was acquired by Beijing Sanyuan Venture Capital Co., Ltd. ..

The sale of the ranch is in line with Fonterra's new strategic layout announced in September 20 19, that is, it is more focused on more competitive business areas such as catering services, consumer brands and raw material supply. Although the standard of Fonterra's pasture in China is high, the single sale of raw milk is not completely in line with the development direction of its catering and new brand business. For You Ran Dairy and Sanyuan, the acquisition of pasture is a new grasp of milk sources, which is conducive to its in-depth layout in the fresh milk industry in China. It is necessary for the three parties to reach an understanding.

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