可口可乐中国推进本土化增长布局：以文化创新与系统协同释放市场潜力

Core Insights - Coca-Cola China is launching a series of activities for the 2026 Lunar New Year, aiming to achieve both brand value and market share growth through cultural innovation and product collaboration [2] - The company emphasizes "localized market operations" and "core consumption scenario-driven growth" as part of its global strategy, with the Chinese market identified as a key area for resilience and structural opportunities [2] - The focus on the Lunar New Year as a significant consumption period is intended to leverage emotional connections and drive sales, positioning the brand for long-term engagement in festive consumption [2][3] Group 1 - The 2026 Lunar New Year limited edition fireworks cans integrate traditional cultural elements, reinforcing the brand's connection to Chinese New Year culture [3] - This cultural innovation strategy aims to enhance market performance during the festive period and build a more sustainable growth foundation in China [3] - Coca-Cola China is enhancing its operational capabilities through multi-brand collaboration and integrated supply chain management to meet the peak demand during the New Year [3][4] Group 2 - The company is coordinating multiple brands, including Coca-Cola, Sprite, and Costa Coffee, to cover various consumption scenarios such as family gatherings and social visits [3] - By employing differentiated product positioning and unified festive marketing, Coca-Cola China aims to improve channel efficiency and cross-selling capabilities [3] - On the supply side, Coca-Cola China is leveraging systematic operational advantages and collaborating with three major bottling partners to ensure stable market supply during the festive season [4]