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可口可樂牌牛奶能否吸引人：比市場價貴兩倍

面对全球饮料消费习惯和消费市场的转变，全球最大的饮料生产商可口可乐却船大难调头。尽管已经预判到市场的转变，进行战略调整及品类补充，不过业内人士认为，其战略转型几乎与市场转变同步，只能说是被市场倒逼的改变，所以当前成效并不明显。

一些批評的聲音則更加刺耳，在他們看來，可口可樂已經從過去的理解顧客和把握趨勢變得自保和守舊，過度依賴在30年前幫助其成長的市場推廣和各種技巧手段，而不是創新。

跨界突圍

近日，可口可乐公司宣布12月份将在全美市场推出 Fairlife 品牌的全新牛奶饮品。为了能够让这款牛奶品牌变得更加流行，可口可乐号称要砸下巨资，而这款牛奶饮品的价格也要比市面上同类产品的标准价格贵出两倍。

可口可樂中國區相關負責人向《中國經營報》記者證實該消息，並稱該新品是公司致力爲消費者提供多元化飲料選擇的一部分，且該産品目前只在美國市場銷售，沒有在中國市場的推出計劃。

其实，这并非可口可乐初次涉乳。早在2009年，可口可乐就开始进军含乳饮品市场，在美国市场推出了一款含有脱脂牛奶的牛奶碳酸型饮料，在中国推出了首款水果牛奶饮料美汁源果粒奶优。不过，此前推出的产品仍属于饮料范畴，这次的高端奶才算真正进军乳制品行业。

中投顧問食品行業研究員梁銘宣向分析稱，美國消費者基于健康因素等考慮，對碳酸飲料類産品消費意願下降，可口可樂三季度營收和淨利潤都出現下滑；同時，美國的牛奶市場尤其是增值牛奶領域增速顯著，可口可樂可以通過布局高端牛奶改善營收和利潤水平。

据美国当地媒体报道，虽然美国的传统牛奶市场正在萎缩，但主打有机、无乳糖和青草喂养等概念的增值牛奶产品正越来越受到欢迎。2014年7月13日，美国市场的牛奶总零售销量下降了3.6%，普通牛奶市场销售额下降了4.2%。而与此相比增值奶的销售额则在上半年上涨了5.4% 与可口可乐主力产品碳酸饮料相比，呈现出更大的活力。

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"We walked by the side of our teams or behind the wagons, we slept on the ground at night, we did our own cooking, we washed our knives by sticking them into the ground rapidly a few times, and we washed our plates with sand and wisps of grass. When we stopped, we arranged our wagons in a circle, and thus formed a 'corral,' or yard, where we drove our oxen to yoke them up. And the corral was often very useful as a fort, or camp, for defending ourselves against the Indians. Do you see that little hollow down there?" he asked, pointing to a depression in the ground a short distance to the right of the train. "Well, in that hollow our wagon-train was kept three days and nights by the Indians. Three days and nights they stayed around, and made several attacks. Two of our men were killed and three were wounded by their arrows, and others had narrow escapes. One arrow hit me on the throat, but I was saved by the knot of my neckerchief, and the point only tore the skin a little. Since that time I have always had a fondness for large neckties. I don't know how many of the Indians we killed, as they carried off their dead and wounded, to save them from being scalped. Next to getting the scalps of their enemies, the most important thing with the Indians is to save their own. We had several fights during our journey, but that one was the worst. Once a little party of us were surrounded in a small 'wallow,' and had a tough time to defend ourselves successfully. Luckily for us, the Indians had no fire-arms then, and their bows and arrows were no match for our rifles. Nowadays they are well armed, but there are[Pg 41] not so many of them, and they are not inclined to trouble the railway trains. They used to do a great deal of mischief in the old times, and many a poor fellow has been killed by them." The boys looked in the direction indicated, but could see nothing. This is not surprising, when we remember that sailors' eyes are accustomed to great distances, and can frequently see objects distinctly long before landsmen can make them out. Mr. Charlton's melancholy eyes seemed to be fixed on space. Just for the moment he had forgotten that he was not alone. Lawrence gave a sympathetic cough. As a matter of fact, he had not yet explained what he was doing there, and the longer the explanation was postponed the better he would be pleased. "You see our patient has gone," Balmayne said smoothly. "As a matter of fact, the whole thing was a ridiculous mistake. But you must not blame us. The blame is due to the charming young lady who sent for you. But that is one of the drawbacks of your noble profession. Goodnight." In one of the inmost circles, a sacred elephant had gone must, breaking his ropes, and confined now by only one leg. The chains fastened round his feet as soon as he showed the first symptoms of madness were lying broken in heaps on the ground. The brute had demolished the walls of his stable and then two sheds that happened to be in his way; now he was stamping a dance, every muscle in incessant motion, half swallowing his trunk, flinging straw in every direction, and finally heaping it on his head. A mob of people stood gazing from a distance, laughing at his heavy, clumsy movements; at the least step forward they[Pg 113] huddled back to fly, extending the circle, but still staring at the patient. In an adjoining stable were two more elephants very well cared for, the V neatly painted in red and white on their trunks, quietly eating and turning round only at the bidding of the driver; but one of them shed tears. The rajah's sleeping-room has at one end a dais ascended by three steps; here the sovereign's bed used to be spread; and here, now, the judges of the Supreme Court have their seats. In the middle of the room was a confused array of benches and tables, and against the walls, also washed with yellow, hung a series of portraits of bewigged worthies. No new clues offered themselves. He detached one of the hard, adhering chunks of gum and dropped it into his pocket, “just in case,” he said, half-grinning, “just in case they transfer themselves somewhere else. I’ll leave twenty-nine of them—and see.” The Lieutenant and Si and Shorty tried to make themselves believe that the noise was receding, showing that the rebels were being driven. At times it certainly was so, and then again it would burst out, Naturally, the boys were big-eyed all the time with the sights that filled the landscape near and far. Wherever they looked they were astonished, and when in a march they came out on a crest that commanded a wide view, they could not help halting, to drink all its wonders in. Even the experienced Si and Shorty were as full of amazement as they, and watched with fascination the spectacle of mighty preparation and concentrated power. "It has a great deal to do with this lecture with which you have favored us," answered the Major dryly. "But we'll not discuss that in open court. Are you through with the witness, Judge-Advocate? If so, call the next." "But I'm not going to leave you alone to brood," Albin said. "Because I'm your friend. And brooding isn't good for you. It's brooding that's got you into such a state—where you worry about growing things, for God's sake, and about freedom and silly things like that." Albin grinned. "What you've got to do is stop worrying, and I know how to get you to do that, kiddo. I really do." "Where may I learn the others?" But Gornom didn't answer, and Cadnan's breathing-space was over. He had to be back at the board, pushing buttons, watching carefully. Gornom stood behind him, peering over his shoulder with a cloudy eye. 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