可口可乐中国启动2026马年新春系列活动，推进文化元素与产品创新结合

广州日报新花城02-14

春节是中国最重要的传统节日之一，也是聚餐、出游、娱乐消费的高峰期。日前，可口可乐中国正式启动2026马年新春系列活动。围绕春节这一重要的团聚与欢庆节点，可口可乐中国以“绽放这一刻，让我们”年“在一起”为主题，从文化表达、产品创新到市场布局等方面，系统推进新春市场相关举措，覆盖多元春节消费场景，服务消费者多样化的节日消费需求。　　记者观察到，围绕春节这一核心消费场景，可口可乐中国持续探索将中国传统...

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innovation","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KO":1.91},"content_text":"春节是中国最重要的传统节日之一，也是聚餐、出游、娱乐消费的高峰期。日前，可口可乐中国正式启动2026马年新春系列活动。围绕春节这一重要的团聚与欢庆节点，可口可乐中国以“绽放这一刻，让我们”年“在一起”为主题，从文化表达、产品创新到市场布局等方面，系统推进新春市场相关举措，覆盖多元春节消费场景，服务消费者多样化的节日消费需求。　　记者观察到，围绕春节这一核心消费场景，可口可乐中国持续探索将中国传统文化融入产品创新中，自2022虎年新春推出生肖主题包装以来，通过限定包装形式，不断丰富春节期间的产品表达。2025年新春，可口可乐中国推出蛇年限定新年烟花罐，首次在包装设计中引入烟花元素，进一步走近中国新年的文化习俗。2026马年新春，可口可乐中国再次创新，推出马年限定新年烟花罐。该系列以马年生肖和烟花图案为核心设计元素，融入传统新春吉祥符号，并在营销传播活动中结合中国非物质文化遗产——刺绣艺术，进一步丰富了节日期间的产品选择。　　可口可乐中国方面称，新春期间，旗下品牌将协同参与春节市场活动，通过丰富的产品组合，覆盖囤货、返乡、走亲访友、聚餐及娱乐休闲等多元消费场景。多个品牌，将结合各自品类特点，通过数字化互动与跨界合作等方式，推出形式多样的市场活动，满足消费者在节日期间的产品与消费选择。　　针对春节期间消费需求集中释放的特点，可口可乐中国依托系统协同优势，联动三大装瓶合作伙伴及系统内46家工厂，通过精细化渠道布局与市场执行，加强“在家”与“在外”核心消费场景的覆盖，保障春节期间产品的稳定供应。　　近年来，可口可乐中国系统持续加大在供应链端的投入，对多个生产基地进行升级改造，提升生产效率与交付能力。过去三年内，已有五个生产基地完成升级改造，涵盖工厂建设、产能扩容以及智能改造等方面。2025年，中粮可口可乐陕西新厂、太古可口可乐郑州新厂相继投产，太古可口可乐昆山工厂也已竣工。其表示，通过不断完善生产布局与物流网络，可口可乐中国系统实现了从生产到消费的高效衔接，持续提升对市场需求的响应能力。未来，将继续立足本土市场，通过持续创新与系统协同，提升对节庆消费需求的服务能力。（文章来源：广州日报新花城）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"productRelease","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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