It was two American lawyers who really made Coca-Cola flex its muscles. They went to the office of Asa Candler, the boss of the Coca-Cola Company at the time, and proposed an innovative business cooperation method. The Coca-Cola Company would sell them syrup, and they would invest in the production company and sales point themselves to mix the syrup with water and bottle it. , sold, produced and quality assured according to the requirements of The Coca-Cola Company.

The Coca-Cola Company allowed them to use the Coca-Cola trademark to advertise this special bottling system. From then on, factories producing Coca-Cola sprouted everywhere.

In 1888, Asa Candler saw the market prospects of Coca-Cola, purchased its shares, and took control of all its production and sales rights. Candler began selling the raw liquid to other pharmacies, and also began advertising on billboards in train stations and town squares.

In 1901, the advertising budget reached $100,000. Candler sold the first assembly franchise of the drink in 1899 for $1. Because he believes that in the future this drink will mainly be sold in beverage machines. Founded the Coca-Cola Company in 1886, Candler is known as the "Father of Coca-Cola."

In 1919, Elntst Woodruff bought the Coca-Cola Company from the heirs of Asa Candler for $2.5 million. In 1923, his son Robert W. Woodruff, one of the most important figures in Coca-Cola's history, became Coca-Cola's CEO. Woodruff began working with the company's bottling franchises to make Coca-Cola available to consumers wherever and whenever they wanted it. He pushed for bottling. The merchant makes the drink “available when needed” and emphasizes that if Coke is not immediately available to consumers when they are thirsty, the market will be lost forever.

In the 1920s, when Coca-Cola entered the Chinese market, it was first translated into the incomprehensible "tadpole chewing wax", and was later replaced by "Coca-Cola" translated by Professor Jiang Yi.

In 1929, Coca-Cola and his bottlers provided stores and gas stations with open-top refrigerated cabinets to sell bottles of Coca-Cola at extremely low prices. In 1937, the company launched the first coin-operated automatic Vending machines, Woodruff launched lifestyle-themed advertising for Coca-Cola, which highlighted the importance of the product in consumers' lives rather than the attributes of the product itself. The product was most popular in the 1920s and 1930s. Famous for its advertising slogan "The Pause That Refreshes," the company continued to own the original bottling line near Atlanta and began buying back some of its ailing bottling franchises. First entered the Chinese market

In 1927, a drink was quietly added to the streets of Shanghai - "tadpole chewing wax".

The name is not the weirdest thing about this drink. The brown liquid, sweet and bitter taste, and the bubbles filling after opening the bottle cap make many people feel curious and interesting. With the weird taste and weird name, the sales of this drink are naturally very popular. Bad. So, the next year, the beverage company publicly posted a reward of 350 pounds for a translation. In the end, a Shanghai professor in the UK defeated all opponents and took away the reward. The beverage company has also received the best-translated brand name recognized by the advertising industry so far - Coca-Cola. It not only maintains the transliteration of the English name, but also has more meaning than the English name. Under the influence of these two points, it formed. The most critical popular factor: the name "Coca-Cola" is easy to pronounce whether written or spoken. This was Coca-Cola's first step into the Chinese market. However, 22 years later, with the withdrawal of the US Embassy, ??Coca-Cola also Withdrew from the Chinese mainland market. In the 30 years since then, this kind of drink that tastes a bit like traditional Chinese medicine has never appeared in the mainland market.

In 1979, the third time after the establishment of diplomatic relations between China and the United States. Last week, the first batch of Coca-Cola products was shipped from Hong Kong to Beijing via Guangzhou. Coca-Cola has once again returned to the Chinese mainland market. Today, Coca-Cola has integrated into the lives of Chinese people and has also witnessed the process of China's integration into the world.

Coca-Cola’s new packaging looks cute

In order to cater to young consumers, Coca-Cola quietly launched a new packaging for the Chinese market in 2013. The reporter saw that on the usual red packaging, four “Coca-Cola” This big character has "abdicated" and been replaced by Internet buzzwords such as "artistic youth, tall, rich and handsome, fair and beautiful, naturally stupid". In 2014, the Coca-Cola lyrics bottle was launched, with lyrics printed on the packaging.

The embarrassing fact that global beverage giants, including Coca-Cola, have to face is that with the increase in choices, the dominance of soda drinks has been shaken. "The new generation of young people don't buy soda drinks, and the first generation of main consumers born in the 1970s and 1980s are not so enthusiastic about soda drinks." Zhu Danpeng, a researcher at the China Food Business Research Institute, told reporters that Coca-Cola For him, the cultivation of a new generation of consumers is a top priority, "Winning the recognition of the younger generation is important." Woodruff also began to develop Coca-Cola's international business, mainly through exports, and his most famous move may be such a decision , in response to General Eisenweil's call at the beginning of World War II, to ensure that every soldier everywhere could get a bottle of Coca-Cola for 5 cents, regardless of its cost. Coca-Cola's bottling plants were deployed around the world with the U.S. military. This move enabled Coca-Cola to gain an overwhelming market share in European and Asian countries, and this dominant position was maintained until 1991.

In the years immediately following World War II, Coca-Cola eclipsed its closest rival, Pepsi-Cola, by controlling nearly 70% of the cola market and hundreds of small, regional soft drink companies. The company continued to produce a variety of flavorings, carving up the remaining 30% of the market.

In 1954, Coca-Cola's sales and profits declined for the first time since World War II. In 1955, the company replaced the bottle it had used since 1916 and expanded its capacity to 12 ounces. In the late 1950s, Coca-Cola introduced larger bottles that could be sold in food stores. In 1961, Coca-Cola began selling its canned beverages in the same way as bottled Coke.

In 1976, Coca-Cola CEO Paul Austin pointed out in an article that soft drink consumption in the United States had matured (saturated) and Coca-Cola's largest sales growth would come from the international market. By 1982, international market sales accounted for 62% of Coca-Cola's total soft drink production.

In 1981, when Robert Goizueta, a chemical engineer born in Cuba, was selected as CEO of The Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a 1,200-word strategic statement, proposing that Coca-Cola Company should make significant changes and focus on the growth of the US soft drink market.

Goizueta stated that the company will regard the Coca-Cola brand name as a competitive asset and will no longer regard it as sacrosanct; the price discount strategy will be used only when necessary to maintain Coca-Cola's dominant position. In 1981, industry price discounting reached new levels of intensity, and by the end of the year, nearly 50% of Coca-Cola and Pepsi-Cola sold in grocery stores were discounted. A Nielsen audit that year showed that a 192-ounce bottle of Coca-Cola cost slightly less than Pepsi.

Goizueta also announced that it will increase the price of Coca-Cola syrup juice to fund growing advertising and promotion costs. In order to eliminate the fixed price for syrup, Coca-Cola revised its 60-year-old franchise agreement and agreed to sell concentrate (without saccharin) to some of its largest bottlers in exchange for the revised agreement. In 1982, Coca-Cola changed its advertising theme. Goizueta said: "With our new slogan 'Coke is it', we are proud to show that we are number one; our previous slogan 'Have one Coke and Smile' was very good, but we are in the midst of stiff competition and this slogan is like A ballad. The competitive momentum has moved from Purchase, New York (PepsiCo's headquarters) to our Atlanta."

Goizueta's strategic plan also expands Coca-Cola's corporate strategy. Corporate private coffee and tea businesses were sold, as were plastics manufacturing companies and liquor companies.

Coca-Cola acquired Columbia Pictures in 1982, sensing the growth potential of the film and television industry and its synergy with marketing. Goizueta said Coca-Cola will become "a strong player in both the beverage industry and the entertainment industry."

Coca-Cola also made changes to its bottling network. The company encouraged underperforming bottlers to sell their operating rights and sell off most of their bottling sites through leveraged mergers. Between 1980 and 1984, ownership changes in franchises were equivalent to 50% of Coca-Cola production. Coca-Cola officials noted that the company played a role in the purchases and, in many cases, provided financing to potential buyers. The company sometimes takes a stake in a newly franchised bottler, but is mindful of maintaining an independent bottling network. By 1985, Coca-Cola's bottling plants produced only 11% of Coke production.

For Coca-Cola's bottling network, this change that began with Robert Goizueta in the early 1980s has continued. In the mid-1980s, 150 to 200 of Coca-Cola's 350 franchisees offered to transfer their franchise rights. In 1986, The Coca-Cola Company bought back its two largest franchises, owned by Beatrice and J. T. Owned by Lupton Company, J. T. Lupton Company is a privately held Coca-Cola bottler, accounting for 15% of U.S. Coca-Cola production and Dr. 40% of Pepper production. The acquisition of these two companies increased Coca-Cola's own bottling production from 11% to 38%. These mergers culminated in the creation of Coca-Cola Enterprises (CCE) and the sale of 51% of the shares to the public in November 1986. After the establishment of CCE, it re-negotiated with its suppliers and sales channels, consolidated its main markets, cut its labor force by 20%, and reduced costs through unified distribution and raw material procurement. In 1986 and 1987, CCE's net selling price per case of Coke decreased by 2.5%. In 1989, KKE bought 20% more Sutuo than in 1986. CCE's profits were unstable throughout the late 1980s.

Over the past four years, Coca-Cola Investment Bottling Group's bottling business in China has developed rapidly, with sales increasing rapidly, accounting for about one-third of the country's sales

The growth rates of core brands such as Coca-Cola, Sprite, Fanta and Orange are far ahead; the growth rate of sparkling beverages is twice that of its main competitors; it has become the leader in the juice market in many important markets The growth of sales revenue exceeds the growth of sales volume; the market and channel construction oriented by controllable distribution are fruitful. About 10,450 people around the world are enjoying drinks produced by The Coca-Cola Company every second.

In Brazil, the Sims Group bottling plant needs to use a small boat to transport Coca-Cola to sales points in remote areas and sail along the Amazon River for 30 days to reach it.

Japan has the largest number of automatic soft drink machines, with 2 million machines nationwide, more than one-third of which bear the Coca-Cola trademark. Japan’s best-selling non-carbonated beverage, Georgia Coffee, is a product of The Coca-Cola Company.

In Ami, Costa Rica, a large market and a bus station are both named after "Coca-Cola", where the original Coca-Cola bottling plant was located. If you take a taxi and tell the driver you are going to "Coca-Cola," the driver will most likely take you to the market instead of the actual Coca-Cola bottling plant.

Coca-Cola Bay is in Puerto Cortez, Honduras. The beach was named after Coca-Cola more than forty years ago because it is located right in front of a Coca-Cola bottling plant. The Coca-Cola bottling plant no longer exists, but its name remains on the beach.

The Brazilian Macapa bottling plant is located on the equator, so we can buy a bottle of Coca-Cola on one side of the street in the southern hemisphere, and then immediately go to the other end of the street in the northern hemisphere to buy another bottle of Coca-Cola.

One of the largest wall paintings in the world features a Coca-Cola can, measuring 200 feet by 180 feet. This hand-painted wall mural is set up at the Swire Coca-Cola bottling plant in Hong Kong and took the artist three and a half months to create. This eighteen-story building is also the tallest Coca-Cola bottling plant in the world.

China's largest exterior wall advertisement is based on the Coca-Cola curved bottle. It was produced by the Coca-Cola Company in February 1999. This giant advertisement with an area of ??more than 87,892 square meters and a weight of 2,900 kilograms is located in Shanghai People's Near the square, it consists of 4 pictures. This advertisement is applying to become the largest exterior wall advertisement in the Guinness World.

The world's largest spherical Coca-Cola advertisement is located on the roof of Nagoya Station in Japan. It is constructed with more than 46 tons of steel, 940 meters of neon tubes and 1,870 light bulbs.

The largest Coca-Cola billboard in the world is located on the El Hache Mountains in Chile. It is 131 feet high and 400 feet wide, and is made of 70,000 26-ounce Coke cans.

The largest Coca-Cola bottle in the world is in Times Square, New York. The 20-meter-tall, 13.7-meter-wide fiberglass bottle was placed as a neon sign between the two buildings. Under computer control and motor drive, the bottle cap will open with a "snap" sound, and at the same time a thick straw protrudes from the bottle. Then the Coca-Cola in the bottle mysteriously disappeared.

The largest Coca-Cola truck in the world is in Sweden. It is 79 feet long and has 4 trucks.

Macau is the only city in the world to have a series of human-sized Coca-Cola bottles made of concrete. The bottles were built in 1940 to withstand the typhoons that often blew down Coca-Cola signs.

The four Chinese characters for Coca-Cola mean "coke" and "happy", and their pronunciation in Mandarin is similar to the English pronunciation of "Coca-Cola".

Australia has the longest Coca-Cola distribution route. Starting from Perth, Western Australia, it takes 1,093 miles to drive to the two remote distribution points, Karratha and PortHedland.

The Nürburgring in Germany is particularly famous for its Coca-Cola Curve, where cars will suffer from understeer and drivers will have to maximize their driving skills to enjoy driving. November 27, 2014 British brewer SABMiller (SAB) and Coca-Cola announced that the two companies will merge their soft drinks bottling operations in South and East Africa, a deal that will strengthen SABMiller's growing interests in non-alcoholic beverages.

SAB and The Coca-Cola Company said on Thursday that the new merged company: Coca-Cola Beverages Africa (Coca-Cola Beverages Africa) will sell beverages to 12 African countries and provide 40% of all Coca-Cola products in Africa. %. SAB will own 57% of the new company, Coca-Cola will hold 11.3%, and the remaining shares will be held by Gutsche Family Investments.

The Gutsche family investment is currently the majority shareholder of Coca-Cola’s African bottling business.