Can the marriage of "Coke and milk" bind the young consumer market?

The low-temperature milk market is a typical blue ocean industry, and “Kiniulao” aims at the growth dividend behind it, and product and marketing innovation capabilities are the key

It was reported on November 2 that Coca-Cola and Mengniu, two major Chinese and foreign fast-moving consumer goods giants, jointly funded the establishment of "Ke Niu Liao Dairy Products Co.

"Coke" and "milk" are married, is it milk with cola flavor? "Kai Niu" brings a lot of imagination to the industry and consumers

Data shows that low-temperature pasteurized milk accounts for a large market share in many countries in the world, such as Canada accounting for 99%, the United Kingdom accounting for 99.

The mainstream consumer groups of Coca-Cola are young people, who often have the characteristics of relatively strong purchasing power and the courage to try early adopters

Of course, the bright future of "Kai Niu Lai" also depends on several key points

On the other hand, it is necessary to make good use of Coca-Cola's in-depth research capabilities on the changes and trends of young consumers' consumption habits in the global market, so that "Koniulao" low-temperature milk can launch diversified flavors and packaging according to the tastes and interests of young consumers, ranging from It needs to increase investment in the combination of its packaging "appearance" and "cross-border" to try new flavors

It can be seen that in recent years, more and more food brands in the market have launched a variety of strange "heavy-flavored" snacks in order to "get eyeballs"

In addition, "Keniulao" is endorsed by two major brands, Coca-Cola and Mengniu, and has a certain advantage in the offline retail market of low-temperature milk

□ Yuanshan (financial commentator)