点击图片，加入新浪潮

一个高速进化的新品牌创始人社群

━━━━━━━

本文大概

5616

字

读完共需

11

分钟

浪潮导读：可口可乐真正的壁垒不是它的秘方和营销术，而是时间。

文 |范阳

可口可乐公司创立于1886年，光绪年间的百年保健饮料老字号，世界上品牌价值最高，也是盈利能力最强的公司之一。

创业者经常会触碰到一个话题：什么是一个好生意？

看起来世界上有两种好生意，一种是搭乘了科技的快车和人文的进步，例如苹果，亚马逊和耐克，一种是俘获了人性的弱点，比如万宝路，麦当劳和可口可乐。

商业世界也没有非黑即白，大多如今家喻户晓的公司也都做到了精准地拿捏人性，最大化的使用科技杠杆，以及成为时代潮流的捕手。

我对可口可乐上瘾，所以我对这家公司也非常感兴趣。

在我的Ins账号的备注里最后一个标签我写着"coke addict"，从小学五年级起，大脑里就深深印下了运动完喝下一整瓶可口可乐的欢爽。

我的身体让我对这个品牌有着近乎宗教般的忠诚，一切让你感觉到即时快乐的东西都很容易让人上瘾。虽然有碳酸，虽然多糖，但是可口可乐代表着快乐，谁不知道这一点呢？

最近读完了两本写可口可乐的书，了解了这个公司的发家史细节，才明白可口可乐其实是世界上最大的咖啡因生意。

是的，比咖啡品牌还要大的咖啡因生意。以及读完这两本书，让我思考世界上到底有多少成功的公司，即是商人和投资家们最梦寐以求的“好生意”（good business)，也是对人类有益的“好”生意（good-willed business)。

第一本书叫做《上帝、国家和可口可乐》（For God, Country, and Coca-Cola，Mark Pendergrast，2000），全书的精华在附录部分，总结了可口可乐打造伟大公司的30条经验：

1.销售一个好产品 Sell a good product

如果其中含有一两种很少剂量，让人上瘾的药用物质的话，整体效果就更好了。产品本身并不需要会说话或者会飞，但它必须具有实用的、被广泛认可的功效。

And if it contains a small dose of an additive drug or two, all the better. The product doesn't have to talk or fly, but it does have to perform some useful, universally appreciated function.

2. 信仰自己的产品 Believe in your product

把自己的产品当作一个偶像，把自己的工作当作传教。

Make your product an icon and your job a religious vocation.

3.培养产品神秘感 Develope a mystique

神秘撩人而又有些许罪恶感，最容易销售出去。

An air of mystery, with a touch of sin, sells.

4. 销售低成本生产的产品 Sell a cheaply produced item

可口可乐的生产成本总是还不到1美分。

Coca-Cola has always cost only a fraction of a cent per drink to produce.

5. 在产品被最终消费者购买之前，任何参与了产品生产，流通到销售环节的人/公司都能够获得丰厚利润

Everyone who touches your product before it reaches the consumer should make substantial amounts of money

让产业链条上的所有人一起跟随你挣钱，这样的成功会带来感激和忠诚。

Such success fostered gratitude and devotion.

6. 让所有人都买得起你的产品 Make your product affordable to everyone

在经济大萧条时期，因为可口可乐的低价策略，反而愈发繁荣。

Coke has usually survived and even thrived during hard economic times.

7. 让你的产品无处不在Make your product widely available

让我们把远离可口可乐变成不可能的事情。

Let's make it impossible to ever escape Coca-Cola.

8. 巧妙的营销你的产品 Market your product wisely

在什么时间、什么地点、以怎么样的方式做市场营销和广告宣传，极大的决定了产品最后是否会成功。

How, when, and where you market and advertise your product will ultimately determine its success.

9. 营销一种形象，而不是一个产品。Advertise an image, not a product

人们在乎的是这个产品能为他们做什么，而不是产品本身。

It isn't what a product is, but what it does.

10. 欢迎主要竞争对手的存在 Welcome an arch-rival

竞争让我们与我们的竞对都变的摩拳擦掌，也让我们变得更精悍。双方的竞争让整个市场的销量变得更好。

Competitionkeeps us, and them, on our toes and keeps us lean. Publicity fostered by fierce competition is good for sales.

11. 明智地请明星代言，但是也要有节制。Use celebrity endorsements wisely—but sparingly

过度请明星代言的风险是消费者只会记住明星而忘记了产品。可口可乐的广告里，产品永远是主角。

There are dangers, however, in relying too heavily on celebrity endorsements.

For one thing, viewers may remember more about the star than the product. Coca-Colas has always remained the real star of its commercials.

12.产品要迎合人类共通的心愿 Appeal to universal human desires

可口可乐的广告语说出了全世界人民的愿望，"喝可口可乐，你会更自信、更快乐、更受欢迎、更性感、更年轻、更岁月静好。”

"The Coke message has universal appeal—by drinking this product, you will be self-assured, happy, popular, sexy, youthful, and well coordinated."

13. 抓住年轻一代Get 'em young

抓住年轻消费者，他们就非常有可能变成你的终身客户。

If you can achieve loyalty among youthful consumers, you're possibly fostered lifelong consumption.

14. 加强地方文化敏感性 Develop cultural sensitivity

可口可乐公司在发展过程中，与地方性富商签订瓶装工厂合同鼓励产品的生产都在地方完成，从品牌到包装都具有一定地方特色。所以可口可乐公司也能明确地指出自己对地方经济的贡献。

The company signed bottling contracts with prominent natives and encouraged the development of a soft drink infrastructure.

so that the trucks, bottles, pallets, and signs were all produced by local firms. Thus, the company could proudly and accurately point out how much it contributed to local economies.

15. 雇佣凶悍的律师 Hire aggresive lawyers

如果你想成功，你无疑需要厉害的律师保护你的知识产权，你的品牌以及吓跑潜在的层出不穷的竞争者。

If you succeed, you will undoubtedly need lawyers to protect your trademark, defend your good name, and scare off potential competitors.

16. 别违法 Don't break the law

有时候公司会在危险的边缘试探，以及破坏规则，但是做违法的事情会给公司的声誉带来损害。

There is no percentage in illegal activities which could besmirch the company's good name.

17. 成为施加影响力的专家Become masters of influence

虽然不做违法的事情，但也不意味着你必须像天使一样善良。不要滥用你的影响力去涉足过多的政治，或者期待从政者家获得过多优待。

Just because you don't break the law doesn't mean you must sit back and act like an angel.Do not, however, abuse your influence by asking too much of politicians.

18. 做好长远打算，坚韧不拔地耐心Be patient but implacable: plan for the long haul

不要为了短期的收益牺牲了长远的目标。

Do not be seduced into pursuing short-term gains at the expense of long-term vision.

19. 坚持简单的原则 Adhere to simple commandments

天赋异禀的人往往着眼于宏大远景但是聚焦在一些不变的真相上。

Genious lay in looking at the big picture and in concentrating on a few elemental truths.

20. 保持灵活，与时俱进 Be flexible enough to change

世界属于不满足于现状的人。我们总是在变化中生存。

The world belongs to the discontented. We live nervous.

21. 不要消极的使用防御性广告 Don't use defencive, negative advertising

每次不得不应对百事可乐的竞争的时候，你其实是为竞争对手在做广告。

Maybe for others, comparative ads make sense. Maybe. You're still giving your opponent free publicity, however.

22. 只有必要时才多元化Diversify only when necessary

保持专注，而不是盲目扩充。在这个国家，人们普遍认为你拥有两个做的一般般的生意，比只做好一个生意要更好。因为前者看起来是在分散风险，这其实挺扯的。

There's a perception in this country that you're better off if you're in two lousy business than if you're in one good one, that you're spreading your risk. That's silly.

23. 关注财务底线 Pay attention to the bottom line

最后你会发现，利润远比市场份额重要。

Profits are more important than share-of-market.

24. 让员工紧张起来Terrify your employees

在一个公司里，一定程度的紧张和焦虑有助于激发员工最大的潜力。

A certain degree of anxiety and tension has to exist for people to function at the highest level of their potential.

25. 内部提拔人才 Promote from within

可口可乐公司最好的经理们，几乎无一例外的都是内部层层培养和提拔上来的，他们充分理解公司的愿景和使命，是浸润在可口可乐糖浆里成长起来的一代。

The bestmanagers, almost without exception, have come up though the ranks, inculcated with the company mission. They have received the transfusion of Coke syrup.

26. 所有的公众曝光都是好曝光 All publicity is good publicity

很多时候负面的曝光和批评的声音，最后也会帮助品牌成长。

Even negative publicity can ultimately help a well-stretched product.

27. 有效使用现金 Use cash wisely

如果你确信可以通过投资带来巨大的收益，借债才是必要的。一个简单的例子，回购自己的股票，从而继续拉高自己的股票价格。

It made sense to borrow money if you could then re-invest it at a substantially higher rate of return. One simple method: repurchase your own stock, thereby driving the price further up.

28. 形成合资企业Form joint ventures

可口可乐不拥有瓶装工厂，而是广泛成立合资企业分散成本压力，同时占有市场。

拥有实体资产的瓶装工厂的利润空间远比可口可乐公司更窄，他们自负盈亏。瓶装工厂只有更像一个独立的创业公司才能表现的更好。

Thou shalt not own bottling plants. The bottlers, whose profit margin was narrower than the company, prospered on their own.

The conventional wisdom held that bottlers performed better as independent entrepreneurs.

The company never purchases more than a 49 percent interest, however, which keeps the bottlers off the company balance sheet.

29. 全球化眼光，本土化运作 Think globally, but act locally

全球市场复杂多样，不同区域必须有因地制宜的本土化方针。

Different strategies must be applied to different locations.

30. 营造社会企业光环效应Pursue the halo effect

成为一个社会企业，会给公司带来巨大的社会价值，通过慈善事业，环保先锋行动，支持少数人群的权益，教育创新，以及扶持落后国家的公众事业，对公司声誉和业务发展都有收益。

It also really does promote good causes, through philanthropy, support of minority programs, educational innovation, and relief aid in troubled countries.

It's the right thing to do, and it's very right for business, too.

第二本书叫做《可口可乐帝国 - 一部资源掠夺史》（Citizen Coke, The Making of Coca-Cola Capitalism, Bartow J Elmore), 这本书从可口可乐的发明人-- 美国药剂师约翰·彭博顿创业阶段说起；

从打造可口可乐所需要的主要自然资源来讲述这家公司如何把一个人们本来不需要的产品，变成几乎所有人都渴望的超级饮料，还有那些藏在配方背后不想让人知道的商业秘密。