可口可乐“去可乐化”

Coca-Cola is Expanding Its Portfolio in China

全品类布局的背后,是可口可乐整个商业模式的变化可口可乐更激进了。4月底的时候,它投资了一家成立不到四年的企业——乐纯,乐纯品牌酸奶算得上是一个网红品牌,可口可乐是乐纯这轮融资的领投方。据称,这是可口可乐历史上首次在亚洲对创业公司进行战略投资和合作。并购和投资一直是可口可乐扩充品牌资产的重要手段。

Coca-Cola is becoming more progressive. At the end of April, Coca-Cola China signed an agreement with Beijing LePure, a yogurt business. This is reportedly the first time that Coca-Cola has invested and cooperated with a start-up in Asia.Merger & acquisition and investment have long been vital strategies in the expansion of Coca-Cola's portfolio. During the decade lead by former CEO Muhtar Kent,Coca-Cola invested in 42 start-ups in America and the merger & acquisition volume reached about $16 billion. After 132 years of ups and downs, Coca-Cola is expected to meet the evolving trends of the growing demand for healthy products.