可口可乐中国启动2026马年新春活动 以文化创新+系统协同赋能春节消费

Core Insights - Coca-Cola China officially launched its 2026 New Year series activities with a fireworks event in Chongqing, emphasizing the theme "Let’s Celebrate Together" to enhance consumer engagement during the Spring Festival [2][4] - The Spring Festival is a crucial consumption period in China, and Coca-Cola aims to strengthen its brand connection with this holiday through cultural expressions and product innovations [2][7] Group 1: Cultural and Product Innovation - Since 2022, Coca-Cola China has been integrating traditional Chinese culture into its product offerings, including zodiac-themed packaging and the introduction of fireworks elements in its products [4] - For the 2026 Year of the Horse, Coca-Cola China will launch a limited edition New Year fireworks can featuring traditional auspicious symbols, combining modern beverage marketing with traditional craftsmanship [4] Group 2: Multi-Brand Strategy - Coca-Cola China leverages its multi-brand portfolio, including Coca-Cola, Sprite, Minute Maid, Fanta, and Costa Coffee, to cover various consumer needs during the Spring Festival [4] - Each brand tailors its activities to specific consumption scenarios, ensuring a comprehensive approach to meet diverse consumer demands during the holiday [4] Group 3: Supply Chain and Market Strategy - Coca-Cola China has established a robust supply chain by collaborating with three major bottling partners and 46 factories nationwide to ensure stable product supply during the Spring Festival [6] - The company will initiate a "Market Impact Week" before the holiday to engage directly with consumers and gather market insights for future product planning [6] Group 4: Long-term Market Commitment - With over 40 years in the Chinese market, Coca-Cola aims to deepen its connection with local consumers by continuously innovating products and services tailored to their needs [7] - The brand seeks to become an indispensable part of the Chinese Spring Festival, revitalizing traditional celebrations and injecting new energy into the consumption market [7]