Rebirth Enchanted Xiangjiang

The most famous sellers of Coke are only two. One is Coca-Cola and the other is Pepsi.

The two world-renowned Coke companies were established very closely, both in the 1980s and 1990s.

Pepsi-Cola, which was founded a little later, originally made a medicine for stomach diseases, but later developed the medicine into a carbonated drink.

Compared with Pepsi, Coca-Cola was rushed to make beverages from the beginning. Coca-Cola was created because the government issued a prohibition on alcohol. The inventor wanted to invent a beverage that many people who need supplementary nutrition like to drink. Drink.

In the process of invention, there were many coincidences and luck elements, and finally invented a refreshing, calming and headache-relieving drink, Coca-Cola.

During the development of Coca-Cola, it is inevitable that it was used for medicinal purposes because of its refreshing and calming effects.

Anyway, during the development and expansion of Coca-Cola, American pharmacies often purchased beverage concentrates from The Coca-Cola Company.

The development of Coca-Cola is not good enough. Every day hundreds of millions of consumers around the world are drinking Coca-Cola’s products, and thousands of bottles of beverages can be sold every second, and it is also the top few of the most valuable brands in the world .

Such a smashing company doesn't know what it's doing. It was so stupid in 1982 that it put a good beverage giant and did not do it, and it had to get involved in the entertainment industry.

This may originate from the obsession of Coca-Cola President Goizueta. He has been thinking that in order to maintain Coca-Cola’s competitive advantage, it is necessary to further increase the cultural taste of Coca-Cola. Just relying on large-scale acquisitions of other beverages and liquor The company and the bottling plant are not enough to strengthen Coca-Cola's iconic American image.

Goizueta has repeatedly insisted that the company should further penetrate into the entertainment industry.He hopes to break the existing business framework by opening up business in other fields and seek new growth points for performance.The emergence of cable TV and home video recorders has greatly stimulated the development of the entertainment industry in the United States, and consumers have also created unprecedented demand for film and television content.As a result, Coca-Cola acquired Columbia Production in 1982.

The number of paths Coca-Cola took at the time was actually the same as that set by Akio Morita for Sony. What Akio Morita wanted was to combine the best hardware and Sony’s electronic products with the best content of the movies produced by Hollywood’s top film companies. , So as to promote the sales and advertising of Sony Electronics when the movies are selling.

Coca-Cola took almost the same path at the beginning. Of course, Coca-Cola, the world’s number one beverage, became associated with movies much earlier. It was much earlier than Coca-Cola’s acquisition of Colombia.

Qiao Feng remembers that in the summer of 2015 in the original space-time, Coca-Cola "shocked" the screen and printed the lines of classic movies and TV shows on the bottle.

In fact, this kind of thing started as early as 1933, when Coca-Cola entered the film guest star career in the movie King Kong.

Then in 1982, Coca-Cola took a big step into the entertainment industry. Coca-Cola preemptively purchased part of Columbia Pictures for nearly $750 million, which was almost twice the market value of Columbia's stock at that time.

Although Coca-Cola has been involved in water purification, wine brewing, shrimp farming, fruit production and other industries before this, the acquisition of Columbia Pictures has become the company's largest investment outside the beverage industry.Analysts and the media are full of misgivings about this transaction, and they believe that beverage companies are difficult to use in the entertainment industry.

After the completion of the acquisition, Columbia Pictures, CBS and HBO jointly established Samsung Pictures, which greatly improved Columbia’s film production capabilities and gave birth to a series of popular classic films, including: known as the best in the 1980s The romantic comedy "Tootsie", the popular theme song "Ghostbusters", etc.

In 1982, the 190-minute epic film "The Biography of Gandhi" was even more acclaimed and popular. In one fell swoop, he won eight Oscars the following year.The classic line of the film-"When I am desperate, I will remember: in history, only truth and love can prevail." So far, fans have been obsessed with it.

After buying Columbia, Coca-Cola did not stop on the road of entertainment penetration, but continued to make strides. In 1985, Coca-Cola bought all the property rights of Messenger Communications, one of the major television program production companies in the United States. ——In less than a year, in the spring of 1986, they bought the Muwu Griffin Production Company.

Wall Street was shaken by the series of acquisitions of Goizueta. The same Coca-Cola stock was sold for $29 on the day Goizueta became chairman, but five years later, it sold for more than $100.In 1978, "Business Week" once thought that Coca-Cola could not defend against Pepsi's challenge. However, ten years later, it admitted that Goy cursed Aita as "a manager for reform in a once conservative company."

At that time, Goi cursed Aita can be said to be satisfied with success.

However, people who have never mixed up in the entertainment industry do not understand the saying that anything unforeseen in the film industry will happen.

At that time, Goizueta did not realize that beverage making and film production were two completely different industries. At this time, Akio Morita and his Sony did not realize either.

Even if there is already Coca-Cola, there are living examples like Goizueta.

In 1987, the blockbuster film "Ishtar" (Ishtar), which was produced with huge sums of money, was brutally defeated at the box office, causing Coca-Cola to suffer a loss of $40 million.Financial losses and negative reports awakened Goizueta, who was immersed in past glories.

One failure made Goizueta aware of the gambling nature of filmmaking. There is really no reference to any precedent. Every film from script creation, personnel selection to film shooting and even final release is repeated. Gambling, if you win the bet, everyone is happy.

If the bet loses, then everything is also stopped. It is possible that a single failure can output all the previous profits.

Such uncontrollability is too great, and the water in the film industry is too deep. This is undoubtedly an untimely bomb for Coca-Cola, the leader of the stable beverage industry, as long as there is no problem. When it's not good, I will blow myself up and bury it.

It was in this situation that Qiao Feng initiated the acquisition of Columbia, which was in the heart of Coca-Cola.