Brand name: Coca-Cola

Industry: Food and Beverage

On October 5, Coca-Cola announced that it would conduct a review of its beverage brands Drastic cuts. Faced with the impact of the epidemic, Coca-Cola chose to select and reorganize its brands. First to be canceled is the company's coconut water brand Zico, with some less popular Coca-Cola and Diet Coke beverages also being considered.

Coca-Cola *** has more than 400 large and small brands in a wide range of categories. Its CEO James Quincey said that it will carry out brand reduction and reform for some of its smaller or single-country zombie brands. A relevant spokesperson said that the closure of Zico is only part of Coca-Cola's plan to streamline its brand industry line. This plan has been considered for a long time and is based on meeting consumer demand and achieving scale growth in its product portfolio.

According to financial report data released by Coca-Cola Company in July, sales in the second quarter of this year were US$7.2 billion (approximately RMB 48.9 billion), a year-on-year decrease of 28%. Under this circumstance, Coca-Cola chose to select and reorganize its brands, which can be said to be an inevitable choice. This may become a major opportunity for Coca-Cola's future transformation.

Brand name: Maybelline

Industry: Cosmetics

Following the large-scale withdrawal from supermarket stores After sales channels, Maybelline once again made major adjustments to sales channels - gradually withdrawing from department store counters. In this regard, Maybelline stated that this is based on two considerations. One is to meet consumer needs, and the other is to further complete the image of Maybelline's high-street fashion brand.

Exiting department stores does not mean Maybelline gives up offline sales channels. While closing department store counters, Maybelline has opened a certain number of boutiques and flagship stores. Online and offline interactive experiences have become a user consideration that Maybelline pays more attention to.

In fact, when Maybelline entered the Chinese market in 1997, seizing sales channels such as department stores and supermarkets became one of its important means to expand the Chinese market. At the same time, it also laid the foundation for building a popular brand image that is friendly to the people. foundation. As these sales channels gradually declined, Maybelline also made timely adjustments. This large-scale withdrawal from department store counters is not without warning. As early as 2018, Maybelline had gradually withdrawn from supermarket sales channels. Since the beginning of this year, Maybelline has closed a large number of department store counters.

This is not only due to the impact of the epidemic, but also because the entire 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 obviously do not exist, but boutiques, flagship stores and concept stores can present more highlights. This is the offline sales channel layout Maybelline wants to achieve in the future.

Brand name: Suning Pingo

Industry: E-commerce

On October 9, Suning Pingo said, After the Double Ten Shopping Festival, EADAELE, its own beauty product, will be officially launched. The products currently on display are Yideli's polypeptide firming series products, including five products: cleansing gel, moisturizing water, repairing lotion, firming essence and radiant cream, all of which are its star products.

Suning’s exploration of the beauty field has already been ongoing. So far, Suning Jiwu Beauty has more than 100 international first-line brands. The launch of Yideli this time is not a sudden move. According to Qichacha, the trademark was already in the application status as early as 2013, and the applicant was Suning.com Group Co., Ltd.

Zhang Kui, general manager of Suning Pinguo, has his own views on the launch of this new brand. According to him, Yidaili has two major advantages. One is the supply chain that Suning itself can provide. The quality is guaranteed; secondly, relying on direct supply from the foundry, it has a very high cost performance.

It is reported that the brand will be officially launched on Double Eleven.

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

Brand name: L'Oreal

Industry: Beauty

September 30, L'Oreal The Yichang water recycling factory officially started trial operation, becoming L'Oreal's first water recycling factory in the Asia-Pacific region. At the same time, this is also the fifth water recycling factory opened by L'Oreal in the world.

Due to the characteristics of the industry, the production process of cosmetics will inevitably produce industrial sewage containing chemical components. These industrial sewage will cause serious water pollution, thereby affecting public health. Therefore, the opening of the water recycling plant is of great significance.

L'Oreal chose Yichang Tianmei as its water recycling factory for its own reasons. As L'Oréal's largest cosmetics factory in the Asia-Pacific region, the Tianmei factory successfully achieved zero carbon emissions as early as 2015 and achieved zero factory waste to landfill in 2019. The water recycling project was launched in March 2019. After the construction of the project, the factory will use professional equipment to achieve the sewage standard again for secondary use. According to reports, after the project is launched, it will reduce tap water consumption by approximately 16,000 tons per year, which is equivalent to the annual water consumption of 93 families (calculated as 180 tons per year for one family).

The launch of the water recycling factory is actually one of the important measures of L'Oreal's new sustainable development project "L'Oreal for Tomorrow", which is oriented to the major issue of water resources management in the project .

Brand name: Fonterra

Industry: Dairy products

On the morning of October 5, Fonterra, the world’s largest dairy raw material supplier, announced that it would sell its products in China for a total price of 555 million New Zealand dollars (approximately 2.5 billion yuan). Pasture group.

Among them, Fonterra’s two ranch groups in Yingxian and Yutian were purchased by Inner Mongolia Natural Dairy Co., Ltd., a subsidiary of China Youran Dairy Group Co., Ltd., for 513 million New Zealand dollars (approximately 2.31 billion yuan). purchase price. Its 85% stake in Beijing Hangu Ranch was acquired by Beijing Sanyuan Venture Capital Co., Ltd.

The sale of this ranch is in line with Fonterra’s new strategic layout announced in September 2019, which is to focus more on business areas with more competitive advantages such as catering services, consumer brands and raw material supply. Although the farms operated by Fonterra in China are of high standard, the sale of raw milk alone is not entirely consistent with its development direction of entering catering and new brand businesses. For Youran Dairy and Sanyuan, the purchase of the ranch is a renewed grasp of the source of milk, which is conducive to their in-depth layout of China's fresh milk industry. When the three parties reach mutual understanding, each party gets what they need.

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