可口可乐

好的。

Okay.

所以需要喝很多可口可乐。

So it would take a lot of Coca Cola.

如果你喝那么多那种配方，相当于摄入了16罐可乐的咖啡因含量。

If you're drinking that much of that formula, you're having the equivalent of 16 Cokes worth of caffeine.

那绝对是巨量的咖啡因和糖分。

It's an absolute crap ton of caffeine and sugar.

按照这种描述，可卡因对你的影响可能还不如混合物中的糖和咖啡因。

By that description, the cocaine probably would affect you less than the sugar and caffeine in the mix.

这个观点很到位。

That's a good point.

无论如何，喝下这个你肯定会兴奋起来。

Regardless, you're gonna get hype when you drink this.

而且这种剂量的可卡因确实只在最初几年的配方中存在。

And this amount of cocaine really was only a part of the formula for those early first few years.

是的。

Yes.

但它贡献了名字的前半部分，当时彭伯顿的生意伙伴弗兰克·罗宾逊为这款新饮品想出了一个简洁、描述性且完美的名字——可口可乐。

But it lends the first half of the name, which Pemberton's business partner at the time, a guy named Frank Robinson, comes up with a simple, descriptive, perfect name for this new brew, Coca Cola.

有趣的是，它既不含多少可乐成分（因为咖啡因实际上是提取物，只是可乐籽中的一小滴），

Which is funny because it neither contains much cola since the caffeine is actually an extract, and it's just a tiny little drop from the cola seed.

而且很快他们就会去除几乎所有的可卡因。

And very soon, they would strip out almost all the cocaine.

于是你得到了一种在未来140年里被称为可口可乐的产品，但实际上含有的古柯和可乐成分都微乎其微。

And so you have a product that for the next hundred and forty years would be called Coca Cola that contains really not very much coca and really not very much cola.

确实。

Yes.

没错。

Indeed.

于是他们开始着手在亚特兰大各药房的冷饮柜台安装设备并分销这款新产品。

So they go about getting the new product installed and distributed in drugstore soda fountains around Atlanta.

本，你刚才提到药店在当时是社交聚集地。

Ben, you were saying a minute ago about, oh, drugstores were this gathering place at the time.

记得我说过关于装瓶技术的事。

Remember I said about bottling technology.

如果你不卖含有天然防腐剂的酒精饮料，那么唯一能购买和饮用的非水或牛奶类饮品就是现制的。

If you weren't selling alcohol, which had natural preservatives, the only way that you could buy and consume a drink that really wasn't like water or milk or something was fresh.

这就是为什么这些药店里会安装苏打水机。

And so that's how soda fountains come to be installed in these drugstores.

他们销售专利药水（许多是液体），碳酸水也因此进入药店，因为矿泉水或碳酸水被认为具有保健功效。

They're selling the patent medicines, many of which are liquids, and that's also how carbonated water comes to the drugstores because mineral water or carbonated water is thought to be a health tonic.

于是这些元素逐渐融合，经过多年演变，在可口可乐的推动下，这些场所逐渐转变为社交空间。

And so it all mixes together, and then over the years, these morph into social places, thanks in large part to Coca Cola.

完全合理。

Makes total sense.

我确信实际情况是：彭伯顿让配方静置成浓稠糖浆状，带到街角第一家药店，那位药剂师/店主将糖浆与碳酸水混合，并做出了关键选择——本可选择静置或气泡饮品——最终赋予其香槟般的气泡感，由此诞生了流传至今的可口可乐。

And I'm pretty sure what actually happens is Pemberton lets his formula settle, and it's kind of this thick syrupy thing, brings it down the street to the first drugstore, and that druggist, that proprietor is the one who actually combines that syrup with the carbonated water and makes the choice, which I think could have gone either way, is it a still or a sparkling beverage, to give it that champagne sparkle to create the Coca Cola that would endure from there.

还好他们用了碳酸水。

Well, thank goodness they do use the carbonated water.

你能想象可乐如果是无气的会怎样吗？

Could you imagine Coke if it were still?

那可就不太妙了。

That wouldn't be very good.

确实。

No.

嗯，那样就不会这么成功了。

Well, it wouldn't be as successful.

我是说，可能有过上百种类似可乐的无气饮料都没能成功。

I mean, there was probably hundreds of things like Coke that were still that did not succeed.

很快，可口可乐就通过这些药店和苏打水机进入市场，人们非常喜欢。

So pretty quickly, Coca Cola gets into market with these drugstores and soda fountains, and people love it.

这太棒了。

This is great.

这是一款双重功效的产品。

It's a dual benefit product.

它具备古柯碱和咖啡因的所有药用价值，正是他们一直在营销的可乐饮料，而且喝起来确实很享受，味道棒极了。

It has all the medicinal benefits of cocaine and caffeine, the cola that they've been marketing, And it's actually really enjoyable to drink, and it tastes great.

于是在1887年，弗兰克·罗宾逊——这位同时也是命名该饮料的商业伙伴，还引入了手写体商标。

So the next year in 1887, Frank Robinson, the business partner who also named the drink, he also introduces the script logo.

就是他亲手写下了沿用至今的可口可乐手写体商标。

Like, he writes out the Coca Cola script logo that we still use to this day.

这简直难以置信。

This is unbelievable.

我读到过这人原本是彭伯顿的簿记员，但正是他想出了'可口可乐'这个名字和斯宾塞体商标，自1887年他设计以来，除了略微收紧间距外，这个标志基本保持原样。

I read that this guy was Pemberton's bookkeeper, and yet he's the one who came up with the name Coca Cola and the Spencerian script, the logo Coca Cola, which has been unchanged other than just tightening it up a little bit since he created it in 1887.

没错。

Yes.

他确实是彭伯顿的簿记员，但同时也是他的商业伙伴。

It is true that he was his bookkeeper, but he was also his business partner.

就像是

It was like

就像我是你的簿记员那种感觉。

It's like I'm your bookkeeper type thing.

对。

Yeah.

没错。

Yeah.

正是如此。

Exactly.

于是他们两人想出了一个相当巧妙的广告和分销方法。

So the two of them come up with a pretty ingenious advertising and distribution method.

因为在早期，他们还没有大量资金像其他专利药品那样投入广告宣传。

Because in the early days, they don't yet have a ton of capital to start spending on advertisements like all the other patent medicines out there.

他们决定向消费者提供可在亚特兰大当地冷饮柜台兑换免费可乐的赠饮券，并开始向亚特兰大城市名录中的每个地址邮寄这些免费可乐券或优惠券。

They decide that they are going to offer tickets to consumers redeemable at their local Atlanta soda fountains for free glasses of Coke, and they start mailing out these free Coke tickets or coupons, you might say, to every address in the Atlanta city directory.

他们还把这些优惠券分发给走街串巷的推销员沿途派发。

And then they also give them to traveling door to door salesman to go hand out on their routes.

不是可口可乐的推销员，而是销售各种不同产品的推销员。

Not Coca Cola salesman, but salesman that are selling a variety of different products.

这是第一张可在零售商处兑换的制造商优惠券。

And this is the very first manufacturer's coupon redeemable at a retailer.

是的。

Yes.

维基百科上有张1888年的优惠券图片，这是美国已知最古老的优惠券，设计其实非常精美。

There's an image on Wikipedia of one of these tickets from 1888 that is the oldest known coupon used in America, and it is actually beautiful.

它看起来有点像美元钞票。

It kinda looks like a dollar bill.

我们会在邮件里附上它的照片。

We'll put a photo of it in the email.

这简直太棒了。

It's incredible.

这对可口可乐来说变得极其重要，是其成功不可或缺的一部分。

This becomes absolutely huge for Coca Cola and integral to its success.

嗯，是的，这是一种高毛利产品，可以大量派发。如果你寄给某人一张小票，上面写着可以来兑换一杯味道好、含糖量高、含咖啡因和可卡因的免费饮料，我相当确定他们会从你这里购买更多。

Well, yeah, it's a high gross margin product where you can give out giant amounts, where if you mail someone a little ticket that says you can come and redeem a free drink that tastes good, that's full of sugar, caffeine, and cocaine, I'm pretty sure they're gonna buy more from you.

这是一种高毛利产品，所以你有大量资金可以运作。

It's a high gross margin product, so you have lots of dollars to play with.

除此之外，这还是一种新的产品类别——这种非专利药品的软饮料概念，比传统专利药品便宜得多。

And on top of all this, this is kind of a new product category, this notion of a soft drink that's not a patent medicine that's much cheaper than traditional patent medicines.

因此你确实需要进行一些品类开创式的营销，让人们意识到这种酷炫的新产品存在。

And so you do actually need to do some category creation marketing where you make people aware that this cool new thing exists.

没错。

Yep.

这些都是事实。

All of that is true.

更重要的是，这种优惠券策略以从未有过的方式协调了价值链上各方的利益。

And even more so, this couponing strategy aligns incentives for everybody in the value chain in a way that had never been done before.

消费者们非常喜欢这个策略。

Consumers, they love it.

他们能免费品尝到这款美味饮料。

They get free drinks of this great tasting beverage.

没错。

Yep.

药店和苏打水摊更是爱不释手，因为客流量因此大增。

Drugstores and soda fountains, they super love it because now they're getting more foot traffic.

当消费者回头购买第二杯、第三杯、第四杯，甚至第四百杯时，这成了他们利润极高的畅销品。

And then once consumers come back and start buying their second, third, fourth, you know, four hundredth drinks, this is a highly profitable drink for them to sell.

零售环节的毛利相当可观。

They have gross retail margins on this.

第三，那些彭伯顿及其合伙人发放优惠券的旅行推销员也同样受益。

And then three, the traveling salesman who Pemberton and his associates are giving these tickets out to, well, they love it too.

这简直就像——哇哦。

This is like, oh, wow.

现在我能为客户提供一项很棒的新免费福利。

Now a great new free benefit I can offer my customers.

我怎么会不想这么做呢？

Why wouldn't I wanna do this?

这项惊人的发明完全激励了产品分销的快速极端增长。

It's this incredible invention that completely incentivizes rapid, extreme growth in distribution of the product.

为了进一步说明这对汽水机有多棒，可口可乐公司以每加仑约1美元30美分的价格向汽水机销售糖浆。

So to further illustrate how awesome this is for the soda fountains, Coke, when they were selling gallons of syrup to the soda fountains, they sold them for about a dollar and 30¢ per gallon.

汽水机随后以每杯5美分的价格将饮料卖给顾客。

The soda fountains then sold drinks to customers at 5¢ a drink.

每加仑可以调制128杯饮料。

They're a 128 drinks per gallon.

他们用1美元30美分成本的产品创造了6美元40美分的收入。

They're making six dollars and forty cents of revenue for a product that cost them a buck 30 to buy.

是啊。

Yeah.

我不是零售商，但我很确定这些利润相当可观。

I'm not a retailer, but I'm pretty sure those are good margins.

如果能拿到这样的交易条件确实很划算，现在麦当劳在套餐里提供大杯可乐也是笔好买卖。

Pretty sweet deal if you can get it then, and pretty sweet deal to be McDonald's today offering my large Coke with a meal.

是啊。

Yeah.

老兄，这确实是笔好买卖。

Man, pretty sweet deal indeed.

好吧。

Okay.

所有这些都发生在可口可乐上市后的头一年到一年半内。

So all of this happens within the first year, year and a half of Coca Cola being on the market.

很快，彭伯顿——我们在前面说过，他在发明这款饮料后就没怎么参与实际经营了——弗兰克·罗宾逊负责命名、设计商标，并承担了大量分销工作。

Pretty quickly, Pemberton, who wasn't really doing much anyway after inventing the drink, as we said, Frank Robinson named it, made the logo, is doing a lot of the distribution work.

彭伯顿开始确信自己命不久矣。

Pemberton becomes convinced that he's dying.

这些年他确实在慢慢走向死亡。

Which he generally was slowly over all these years.

是的。

Yes.

他私下决定要出售配方专利权。

And he secretly decides that he is going to sell off the rights to the formula.

而且没有告诉罗宾逊。

Without telling Robinson.

没有告诉罗宾逊。

Without telling Robinson.

基本上谁都没告诉。

Without really telling anybody.

这引发了一系列非常可疑的交易，到1888年中期至1889年初，弗兰克·罗宾逊发现真相后，找来亚特兰大富商阿萨·坎德勒作为新合伙人，整合了各方对配方和公司的所有权主张。

This kicks off a whole mess of very questionably legitimate transactions that results by mid eighteen eighty eight, early eighteen eighty nine, in Frank Robinson discovering what's going on and seeking out a wealthy Atlanta businessman named Asa Candler to come in and be his new partner to reunite all these various claims to ownership of the formula and the company that they can then grow and scale and manifest its destiny across America and the world.

在弗兰克·罗宾逊的1892年，阿萨·坎德勒正式创立了现代可口可乐公司。

And Asa Candler is really the person who creates the modern Coca Cola company with Frank Robinson's help in 1892, which he incorporates as the definitive Coca Cola company.

但在讲述可口可乐公司的故事之前，现在正是感谢我们的首席合作伙伴摩根大通支付的绝佳时机。

But before we tell the story of the Coca Cola company, now is a great time to thank our presenting partner, JPMorgan payments.

是的。

Yes.

他们想祝愿大家节日快乐！

Who wants to wish all of you a happy holidays?

节日快乐。

Happy holidays.

并分享一些关于他们的基础设施如何启动假日季的数据。

And to share some stats on how their infrastructure kicks off its holiday season.

去年感恩节期间，他们处理了超过530亿美元的交易额。

So last year, they processed over $53,000,000,000 during Thanksgiving week.

这个规模简直疯狂。

That is insane scale.

去年黑色星期五的某个时刻，他们每秒处理超过6000笔交易，这实际上比前一年高出17%。

At one point on Black Friday last year, they were processing over 6,000 transactions per second, and that is actually 17% higher than the previous year.

哇。

Wow.

是的。

Yes.

这规模太疯狂了。

That is insane scale.

在我们几年前讲述信用卡历史时，我们提到过九十年代初，如果你掏出信用卡结账，后面排队的顾客会生气，因为那时刷卡比现金还慢。

On our history of credit cards a few years ago, we told the story of how in the early nineties, customers behind you in line used to get mad if you pulled out a credit card because it was actually slower than cash.

如今很难想象，当时的支付处理是以秒和分钟计算的，而不像现在这样以毫秒为单位。

It's hard to fathom today that payment processing was measured in seconds and in minutes, not in milliseconds like today.

哦，确实。

Oh, yeah.

我现在甚至都不去实体店买节日礼物了。

I won't even do any holiday shopping in person anymore.

感觉根本不值得那么麻烦。

Like, it's just not worth the hassle.

我所有事情都在网上搞定。

I do everything online.

这正是我要说的。

Well, that's where I was going.

摩根大通的朋友告诉我们，现在排名前十的线上交易日中，有50%都发生在黑色星期五到网络星期一这段时间。

Our friends at JPMorgan told us that 50% of the top 10 online transaction days now occurred during the Black Friday to Cyber Monday period.

但这也意味着支付环境变得异常复杂，因为支付方式多种多样。

But that means that the payment landscape has gotten enormously more complicated with all the different ways to pay.

这对像你这样的消费者来说很棒，大卫，但对商家来说却产生了大量数据，增加了复杂性，尤其是在假日购物期间。

This is awesome for consumers like you, David, but it creates a ton of data for merchants that causes complexity, especially with holiday shopping.

于是摩根大通支付商务解决方案应运而生。

Enter JPMorgan Payments Commerce Solutions.

他们为你管理复杂性，并建立了一个客户洞察平台，将支付数据转化为可操作的洞察。

They manage the complexity for you, and they've built a customer insights platform to turn payment data into actionable insights.

你可以生成定制报告，比如每天不同地区的收入、客户的人口统计变化、与同行对标，甚至是回头客的购买模式。

You can make custom reports of things like revenue in different geographies each day, demographic shifts in your customers, benchmark against peers, or even purchase patterns for repeat customers.

这对企业在假日季来说意义重大。

And this is huge for businesses during the holiday season.

因为虽然我在网上购物，但摩根大通发现下一代消费者正在回归源头购物，这很不可思议。

Because while I do my shopping online, JPMorgan actually found that the next generation of shoppers are going back to source, which is wild.

超过55%的Z世代假日消费是通过全渠道体验完成的，远超其他年龄群体。

Over 55% of Gen Z's holiday spend is through omnichannel experiences, far surpassing other age groups.

所以听众朋友们，如果您想充分利用支付数据获取宝贵客户洞察，并在客户所在之处满足他们的需求，请访问jpmorgan.com/acquired了解商业解决方案如何助力业务增长。

So listeners, if you're looking to do more with your payments data with invaluable customer insights and meet your customers where they are, visit jpmorgan.com/acquired to learn how commerce solutions can grow your business.

好的。

Alright.

那么大卫，这是可口可乐公司第一个专业运营版本。

So, David, this is the first professionally run version of the Coca Cola Company.

是的。

Yes.

但为了让您了解这款产品有多快成为爆款，即使在公司专业化运营和可口可乐公司成立的几年前，也就是1887年——可口可乐产品上市的第一年，彭伯顿和罗宾逊就向冷饮柜台销售了600加仑的可口可乐糖浆，相当于供应了约7.5万杯可乐。

But to give you a sense of just how much of a hit this product becomes how quickly, even in the couple years before the professionalization and the founding of the Coca Cola Company, in 1887, so the first year that Coke the product is on the market, Pemberton and Robinson sell 600 gallons of Coca Cola syrup to soda fountains, which equates to about 75,000 glasses of Coke served.

到1889年，仅仅两年后，这个数字就翻了四倍，超过2000加仑。

By 1889, two years later, that has quadrupled to over 2,000 gallons.

而到了1890年，销量已接近1万加仑。

And by 1890, it's almost 10,000 gallons.

这意味着什么？

So what's that?

在没有专业管理的情况下，仅用三年时间，他们就让业务增长了10倍，几乎没费什么力气。

Three years into the business with no professional management, they grow the business 10 x without even really trying.

这太不可思议了。

It's amazing.

就在接下来的一年，1891年，当阿萨·坎德勒买下最后一部分股权完全拥有可口可乐时，他捡了个大便宜。

And in that next year, 1891, when Asa Candler buys the last piece to fully own Coca Cola, he got an incredible deal.

即便在业务已经如此增长的情况下，他只花了2300美元就买下了整个公司。

Even with all that growth having already happened, he only paid $2,300 to buy it all.

这就是他后来打造的商业帝国的根基。

That is the base of the company that he builds.

而这仅仅是买下了彭伯顿当初分散出售给各方的所有权利和主张。

And that's just buying all the various rights and claims from the people that Pemberton sold it off to.

这个生意从头到尾都不需要投入任何资本。

No capital needs to be invested in this business ever.

难以置信。

Unbelievable.

确实如此。

It is

从第一天开始就是现金流盛宴。

a cash flow bonanza since, like, day one.

太疯狂了。

It's crazy.

所以在1892年，可口可乐公司正式运营的第一年，我们掌握了账本。

So in 1892, the first official year of operation of the Coca Cola Company, we have the books.

我们清楚知道他们当时的盈利状况。

We know just how profitable they were.

他们在原料和生产成本上花费了略高于2万美元。

They spent just over $20,000 on ingredients and production costs.

我认为这包括了所有的运营开支和其他相关费用。

And I think that includes all, like, operations and stuff too.

当时公司里只有大约三个人在工作。

There's only, like, three people working in the business here.

所以他们花了略高于1万美元在广告上。

So they spend just over $10,000 on advertising.

好的。

K.

在这些成本下，他们以平均每加仑1.3美元的价格卖出了35,360加仑的糖浆。

And with those costs, they sell 35,360 gallons of syrup at an average price of a buck 30 a gallon.

因此收入是4.6万美元，利润是1.2万美元。

So that is $46,000 in revenue and $12,000 in profit.

作为参考，1892年美国家庭平均年收入约为500美元。

Now for reference, the average household income in 1892 was about $500.

这家公司有三个人工作，包括老板坎德勒。

There are three people working in this business, including Candler, the owner.

他们在创业第一年就实现了1.2万美元的年利润。

They made $12,000 in annual profit in the first year of the business.

所以他们干得非常出色。

So they are crushing it.

也就是说，如果平均分配，公司每个人收入是普通家庭收入的八倍。

So that's each person at the company, if they were paid equally, is making eight x the average household income.

他们从事的是一个前景光明的行业，而这还只是可口可乐公司的情况。

They are, in a promising business, and that's just for the Coca Cola company.

别忘了，汽水店是以每加仑6.4美元的价格卖给消费者的。

Remember, the soda fountains are selling to consumers at $6.40 a gallon.

所以可口可乐第一年在市场上的实际总收入接近25万美元。

So the actual gross revenue of Coca Cola in the marketplace in that first year is close to a quarter million dollars.

你是说用略超2万美元的原料和制造成本，创造了25万美元的收入？

That's a quarter million dollars on would you say a little over $20,000 of ingredients in manufacturing?

是的。

Yes.

另外还有1万美元用于广告。

And then another $10,000 in advertising.

这太疯狂了。

So that's crazy.

饮料的最终售价中，只有十分之一是原料、生产和广告这些完全成本。

It's only a tenth of the, ultimate sale price of the beverages is there in the costs of the ingredients, the manufacturing, and the advertising when you fully load it.

没错。

Yes.

所以这里有很大的利润空间。

So, there's a lot of margin to go around.

说到广告费用，接下来几年他们大幅增加了广告投入。

So speaking of advertising costs, in the next few years, they invest heavily into advertising.

当然，可口可乐公司直到今天仍在持续投入广告。

And, of course, the Coca Cola company does still right up through to this day.

他们当时所做的广告，一方面与如今可口可乐的广告大不相同。

The advertising they were doing, on the one hand, is very different than Coca Cola advertising today.

具体来说，不同之处在于它完全是内在性质的广告。

And specifically, it's different in that it's all purely intrinsic advertising.

广告内容都是关于产品本身的特性。

It's about the nature of the product itself.

记住，他们仍然将可口可乐定位为这种双重用途的提神饮料，既是非酒精社交饮品，又是专利药物。

Remember, they're still sort of positioning Coca Cola as this dual use refreshing beverage, nonalcoholic social drink, but also patent medicine.

以下是这一时期的一些早期广告文案。

So here's some of the early ad copy during this period.

可口可乐是理想的健脑补品，治疗头痛和神经紧张的灵丹妙药。

Coca Cola is the ideal brain tonic and sovereign remedy for headache and nervousness.

它能让悲伤者快乐，让虚弱者强壮。

It makes the sad, glad, and the weak strong.

是啊。

Yeah.

确实有种专利药品的感觉。

It feels patent medicine y.

确实有种专利药品的感觉，还不是那种让人神清气爽的饮品。

It feels patent medicine, not, you know, a pause that is refreshing just yet.

但罗宾逊和坎德勒所做的，与如今可口可乐的品牌理念高度一致，那就是大力投入户外广告和销售点的标识展示。

But what Robinson and Candler do do that is very much still on brand for Coke today is they are all about outdoor and point of sale signage and presence.

他们将可口可乐的手写体标志铺满了整个亚特兰大。

So they put the script Coca Cola logo everywhere across Atlanta.

他们制作油布广告牌。

They make oilcloth signs.

他们在建筑外墙上绘制巨幅壁画。

They paint murals on walls of buildings.

他们投放广告牌。

They do billboards.

他们把广告做到有轨电车上。

They put it in streetcars.

他们为所有冷饮柜台印制海报进行展示。

They print posters for all the soda fountains to display.

然后他们想，为什么止步于海报呢？

Then they're like, why stop at posters?

我们来做日历吧。

Let's make calendars.

我们来做橱柜吧。

Let's make cabinets.

我们来做托盘吧。

Let's make serving trays.

我们来做玻璃杯吧。

Let's make glasses.

我们来做时钟吧，全都印上大大的可口可乐标志。

Let's make clocks, all with the big Coca Cola logo.

从1894年开始，他们将在乡村谷仓和墙面上绘制两万幅壁画。

They would go on to paint 20,000 murals on the signs of barns and walls across the countryside starting in 1894.

难以置信。

Unbelievable.

不可思议。

Incredible.

大卫，你所说的正是这些额外边际资金的绝妙用途。

What you're talking about, David, is this great use of all these extra margin dollars.

他们会免费为药店做这些，然后说，嘿。

They would do all this for free for drugstores, and they would say, hey.

难道你不希望拥有一个又大又亮又漂亮的招牌来吸引顾客进店吗？

Don't you wish you had, like, a big, bright, beautiful sign to bring customers into their store?

可口可乐公司会为药店设计、出资、制作并运送招牌，上面用大字写着店名，可口可乐的名字也同样醒目。

And Coca Cola would design, pay for, fabricate, and deliver signs for drugstores that had the store name in big letters and Coca Cola's name just as big.

他们为南方数千家药店都这样做了。

And they did this for thousands of drugstores across the South.

所以你看到的这些老照片里，这些商店看起来简直就像是可口可乐专卖店。

And so you see all these great old pictures of these stores that effectively look like Coca Cola stores.

哦，它们真漂亮。

Oh, they're beautiful.

是啊。

Yeah.

看起来几乎像是在特许经营可口可乐，而不仅仅是药店销售的一个产品。

Almost looks like they're franchising Coca Cola rather than Coca Cola just being a thing that's sold at the drugstores.

这太美妙了，就像你说的，看起来他们是在零资本投入的情况下特许经营可口可乐，而药店简直爱死这个安排了，因为他们能从可口可乐上获得80%的零售利润。

It's so beautiful because, like you said, it seems like they're franchising Coca Cola with no capital investment, and the drugstores freaking love it because they're making 80% retail margins on this Coca Cola.

当然，他们希望这成为他们的头号产品。

Of course, they want it to be their number one product.

他们想要一个巨大的广告牌，上面写着‘我们有可乐’。

They want a big advertisement that says we have Coke.

没错。

Yes.

因此到1898年，可口可乐每年分发超过100万件品牌促销品。

So by 1898, Coca Cola is distributing over 1,000,000 branded promotional items per year.

这还是1900年之前的事。

This is before the year 1900.

是啊。

Yeah.

太疯狂了。

Nuts.

他们也开始地理扩张，因为我们之前讨论过糖浆的事。

They also start expanding geographically Because we talked about syrup earlier.

可口可乐公司在这里所做的就是销售这种浓缩糖浆。

All the Coca Cola company is doing here is selling this concentrated syrup.

然后由药房的苏打水喷泉将其与碳酸水混合制成饮料。

It's the drugstore soda fountains that are then mixing it with carbonated water and making it a drink.

糖浆体积小、紧凑、货架稳定，易于运输。

The syrup is small, compact, it's shelf stable, it's easy to transport.

结合优惠券策略，他们拥有了这个全国性的杀手级增长战略。

Combined with the couponing strategy, they've got this killer national growth strategy.

因此到了1895年，可口可乐已经在美国每个州和领地至少一家冷饮柜台有售。

So by 1895, Coca Cola is being sold in at least one soda fountain in every single state and territory in The United States at this time.

太疯狂了。

Wild.

哇。

Wow.

是啊。

Yeah.

如果你看那个年代的老照片，他们已经采用了你提到的内在广告手法，那个大多数人都会知道的标语——'美味清爽'，在所有老式可口可乐纪念品上都能看到。

And if you look at old pictures of this time, they had landed on what you were talking about the intrinsic advertising, a slogan that most people will know, delicious and refreshing, that you see on all the old Coca Cola memorabilia.

这逐渐显现出来了。

That's coming into view.

他们还没有开始宣传与可乐相关联的生活方式。

They're not yet talking about the lifestyle you could have if you associate with Coke.

他们强调的是品质，同时也强调价格优势。

They're talking about quality, and they're also talking about price.

他们在尽可能多的地方做广告。

They're advertising as many places as they can.

嘿。

Hey.

这是5美分。

This is 5¢.

他们首次开始在一些广告中与名人和运动员合作。

They also start for the first time working with celebrities and athletes in some of these advertisements that they're doing.

当然，正如你所料，1895年他们首次注册了可口可乐的手写体商标。

And, of course, as you would expect, in 1895, they trademark the Coca Cola script for the first time.

他们获得了这个价值难以估量的商标。

They are granted that unbelievably valuable trademark.

是的。

Yes.

‘美味清爽’这个口号，实际上在这些年间逐渐演变。

The delicious and refreshing slogan, That actually evolves during these years.

正是弗兰克·罗宾逊开始更倾向于'美味清爽'和社会效益的宣传方向，逐渐摒弃了'专利药物健脑补品'这类口号。

And it's Frank Robinson who starts to lean more towards delicious and refreshing and the social benefits and away from the patent medicine brain tonic slogans.

在《为了上帝、国家和可口可乐》这本书里，他对此有段精彩的论述。

There's actually a great quote on this from him in For God Country and Coca Cola.

他说：‘我们发现之前只是在向少数人打广告’。

He said, we found that we were advertising to the few, I.

也就是那些需要健脑补品的人，而我们本应面向大众进行宣传。

E, people who needed a brain tonic when we ought to advertise to the masses.

于是他开始摒弃所有关于'治疗头痛和神经紧张的灵药'之类的宣传，转而真正强调可口可乐作为饮料的美味和清爽。

And so he starts dropping all this, oh, sovereign remedy for headaches and nervousness stuff, and then starts really emphasizing the drink Coca Cola, delicious, refreshing.

这非常重要，因为他抓住了重点，就像在说：

This is really important because he's hitting on, like, hey.

可口可乐适合所有人。

Coca Cola is for everyone.

它不只是为那些身体有问题需要药物来治疗的人准备的。

It's not only for people who have something wrong with them that they need a medicine to fix.

这不是小众产品。

It's not a niche.

这不是针对特定人群的。

It's not a demographic.

它是为所有人准备的。

It's for everybody.

没错。

Yep.

其次，他本能地意识到，

And two, just instinctually, understood, hey.

我们不想让产品与负面事物或问题挂钩。

We don't wanna associate our product with negative things, with problems.

头痛、神经紧张，这些都是问题。

Headaches, nervousness, those are problems.

我们要让产品只与美好事物关联——美味、清爽、友谊等等。

We wanna associate our product only with positive things, delicious, refreshing, friendship, etcetera, etcetera.

是的。

Yep.

这太搞笑了。

Which is so funny.

到现在，可卡因还没有完全消失。

At this point, all the cocaine is not gone yet.

它仍然被宣传为一种毫无节制的好东西。

We still have a it's being marketed as this unabated good.

同时，公司也在想，我们或许应该尽力摆脱可卡因，因为它似乎并不是人们真正追求的价值所在。

Well, at the same time, the company is like, we should probably do our best to start moving away from cocaine because it doesn't actually seem to be the value proposition that people are here for.

没错。

Yes.

而且反对可卡因的舆论正在形成。

And the anti cocaine sentiment is coming.

对。

Yep.

不过在解决可卡因问题之前，1899年坎德勒做出了可能是史上最好也最糟的商业决策。

Before they fix the cocaine issue, though, Candler in 1899 makes what is maybe simultaneously the best and the worst business deal in history.

他免费出让了可口可乐的装瓶和销售权。

He gives away the right to bottle and sell Coca Cola for free.

是的。

Yes.

如果仅从当时来看，这绝对是史上最愚蠢的交易之一，但这将成为可口可乐继优惠券之后的第二个重大商业模式创新。

Definitely one of the dumbest deals ever if you just look at it as it was in that moment, but would be sort of Coca Cola's second great business model innovation after couponing.

于是在1889年，来自田纳西州查塔努加的两个家伙——本杰明·托马斯和约瑟夫·怀特海德找到坎德勒提出一个方案。

So in 1889, two guys from Chattanooga, Tennessee named Benjamin Thomas and Joseph Whitehead come to Candler with a proposal.

他们想装瓶可口可乐。

They want to bottle Coca Cola.

他们确信当时的装瓶技术已经足够成熟，可以装瓶完全调好的可口可乐饮料。

They're convinced that bottling technology has matured enough at this point that they can now bottle fully mixed Coca Cola beverages.

而且不仅不会变质，还能保持碳酸气泡的口感。

And not only will they not go bad, it'll keep the carbonated fizz.

即使开封后存放一段时间再饮用，依然美味可口。

It will still be delicious when opened and consumed at a later date.

而坎德勒对瓶装非常反对。

And Candler's, like, very anti bottling.

对吧？

Right?

是的。

Yes.

他极度怀疑。

He is extremely skeptical.

他说，喂。

He's like, yo.

我们之前尝试过的。

We've tried this before.

我真的不认为技术已经成熟。

I really don't think the technology's there.

我对此不太确定。

I'm not sure about this.

不过托马斯和怀特黑德非常执着。

Thomas and Whitehead, though, they're very persistent.

他们说，完全理解这一点。

They say, well, totally get that.

明白这一点。

Understand that.

如果我们以零风险的方式来做呢？

What if we do it at no risk to you?

你让我们从你这里购买可口可乐糖浆，就像所有冷饮店做的那样。

You let us buy Coca Cola syrup from you, same as all the soda fountains are doing.

我们会自费装瓶销售。

We will bottle it and sell it at our own expense.

如果产品达不到你的标准，你可以直接撤销我们的许可证，我们会停止销售。

And if the product isn't up to your standards, you can just pull our license, and we'll stop selling it.

坎德勒仔细考虑后觉得，这交易听起来相当不错。

Candler thinks it over, and he's like, that's a pretty good deal.

我在这件事上没什么可损失的。

I've got nothing to lose here.

不是吗？

Not?

我就让你们这两个年轻人试试看吧。

I'll let you 2 young bucks have a go at this.

于是在1899年7月，三人签署了一份包含以下条款的合同：以象征性的1美元合同价格（坎德勒始终未收取），可口可乐公司将以每加仑1美元的批发价向托马斯和怀特海德出售糖浆。

So in July 1899, the three of them sign a contract that includes the following terms For a token contract price of $1, which Candler never collects, the Coca Cola company will sell syrup to Thomas and Whitehead at a volume discount price of $1 per gallon.

这甚至比他们卖给个体冷饮店的价格还要低，因为我认为这将是个更大规模的生意。

So even less than they are selling to the individual soda fountains out there because I think this is gonna be a higher volume business.

托马斯和怀特海德将获得在全美几乎全部地区以每瓶5美分（与冷饮店同价）独家营销和销售瓶装可口可乐的可转让权利。

Thomas and Whitehead will have the exclusive assignable right to market and sell bottled Coca Cola for 5¢ per bottle, same price as at the soda fountains, across practically the entire United States.

但每瓶5美分的定价意味着，从这方面来说经营装瓶厂比经营冷饮店更艰难，因为瓶子本身会产生一项重要的额外成本。

But this 5¢ per bottle, operating a bottler is a tougher business than operating the soda fountain in this respect because there is one meaningful additional cost to the bottle itself.

是的。

Yeah.

瓶子。

The bottle.

你就能明白为什么坎德勒不愿涉足这门生意了。

You can see why Candler was reluctant to get into this business.

托马斯和怀特海德必须只使用可口可乐糖浆。

Thomas and Whitehead must use only Coca Cola syrup.

他们绝不能用任何替代品或竞争对手的糖浆来制作所销售的产品。

They can never use any substitutes or competitors as the syrup for the products that they are selling.

他们不能向冷饮柜供货。

They cannot sell to soda fountains.

这个销售渠道将始终由可口可乐公司直接掌控。

That channel will remain directly sold by the Coca Cola Company.

如果他们无法供应足够产品来满足其授权区域内的瓶装可乐需求，合同将被废止。

And if they fail to supply enough product to meet the demand for bottled Coke in the territories that they have rights over, the contract will be forfeit.

可口可乐公司将负责产品的所有广告需求，并保留对广告的完全控制权。

The Coca Cola company will provide all advertising needs for the product and maintain all control over advertising.

就这样。

And that's it.

合同没有规定期限。

There is no term length on the contract.

天啊，合同里肯定应该有关于每加仑1美元价格未来如何变动的条款吧？

And, gosh, there's gotta be something in there about how that $1 per gallon could change over time.

对吧？

Right?

没有。

Nope.

没有。

No.

确实没有。

There is not.

所以只要这家装瓶厂持续满足需求且不违反其他条款，可口可乐公司就必须继续以每加仑1美元的价格供应糖浆，是的。

So the Coca Cola company, as long as this bottler continues to satisfy the demand and doesn't violate any of the other terms, is obligated to keep selling syrup at $1 per gallon Yes.

给装瓶厂。

To the bottler.

是的。

Yes.

而装瓶厂则有义务继续以5美分的零售价向公众出售瓶装可乐。

And the bottlers are obligated to keep selling bottles to the public at 5¢ retail cost.

真有意思。

Fascinating.

那就这么定了。

So let it be written.

显然这里面有很多问题，但也有很多可取之处。

Obviously, there are so many things wrong with this, but also so many things right with this.

这让可口可乐公司能够完全零资本、零投资地进入并扩展瓶装业务。

This lets the Coca Cola company enter and scale the bottle business completely capital and investment free.

他们除了广告宣传外什么都不用做，而广告本就是他们为不断扩张的全国业务已经在进行的。

They don't have to do anything besides advertising, which they are already doing for their growing national business.

实际上，他们并没有做任何不同的广告宣传。

In fact, they're not doing any different advertising.

他们只是将同样的广告成本分摊到与顾客多一个接触点上。

They're just amortizing the cost of the same advertising against one more touch point that they could have with the customer.

他们依然在粉刷同样的谷仓。

They're still painting the same barns.

他们仍然挂着同样的招牌。

They're still putting up the same signs.

是的。

Yep.

于是托马斯和怀特黑德回到了查塔努加。

So Thomas and Whitehead go back up to Chattanooga.

他们成立了可口可乐装瓶公司，并首次开始向杂货店、摊位和酒馆销售瓶装可乐。

They set up the Coca Cola bottling company, and they start selling bottled Coke for the first time to groceries, stands, and saloons as they put it.

显然，这三个渠道如今都是可口可乐的重要市场，特别是杂货店和摊位，也就是加油站、便利店等等。

Obviously, all three of those are pretty big markets for Coca Cola today, especially the, you know, like, groceries and stands, aka gas stations, convenience stores, etcetera, etcetera.

而在1900年这个历史节点，可口可乐公司仅有20名员工。

And at this point in history in 1900, the Coca Cola company is still just 20 employees.

所以他们即将凭借母公司寥寥数人的团队获得惊人的杠杆效应，这还包括糖浆的生产。

So they're about to get ridiculous leverage on just a handful of people that work at the parent company, and that includes making the syrup.

这是个很小的总部。

It's a small head office.

高利润产品啊，伙计。

High margin product, baby.

没错。

Yep.

很快，年轻的托马斯和怀特黑德身上发生了两件事。

So pretty quickly, two things happen with, young Thomas and Whitehead here.

第一，他们在合伙前其实并不熟识。

One, they didn't actually know each other very well before going into business together.

他们最终发生争执，分裂成了两家独立公司。

They end up getting into a fight and splitting into two separate companies.

记住，这份合同是可转让的。

Remember, the contract is assignable.

他们可以随心所欲地处理它。

They can do whatever they want with it.

于是他们将美国市场版图一分为二，并表示：太好了。

So they split up the territory across America, and they say, great.

我们要把这份与可口可乐公司合同中的权益，分别转让给我们各自成立的两家公司。

We're gonna assign the rights we have in this contract with the Coca Cola Company to our two separate companies.

随后两人都独立意识到：实际上拥有并运营这些装瓶业务，既要投资生产线建设，又要处理瓶子采购、回收、返还和清洗等环节的资金投入...

And then they both independently decide, you know, man, actually owning and operating these bottling operations and dealing with the capital investment of both setting up the production lines and then buying the bottles and recycling them and returning them and cleaning them, etcetera.

装瓶可口可乐是个利润率偏低、前期资本密集型的业务。

It's a kinda low margin, very upfront capital intensive thing to bottle Coca Cola.

当然，运营方面也非常耗费精力。

And operationally very intensive too, of course.

我们意识到可以直接转让我们现有的权利。

We've realized we can just assign the rights that we have here.

那我们为什么不继续转让这些权利呢？

Well, why don't we keep assigning the rights?

他们开始将小块区域分包给全国各地的其他企业家和小型装瓶厂。

They start subcontracting out little subterritories to other entrepreneurs and small bottling operations across the country.

于是几乎一夜之间，先是几十家，后来发展到数百家地方可口可乐装瓶厂如雨后春笋般出现在美国每个城镇和乡村的创业热潮中。

And so, basically, overnight, first dozens and then hundreds of local Coca Cola bottling operations pop up in these entrepreneurial endeavors in basically every town and countryside across America.

这些装瓶厂与可口可乐公司并无合同关系。

That have no contractual relationship with the Coca Cola company.

他们只与所谓的'母装瓶商'存在关联。

They have a relationship with this, quote, unquote, parent bottler.

要么是托马斯，要么是怀特海德。

Either Thomas or Whitehead.

没错。

Yes.

于是托马斯和怀特海德的公司被称为母装瓶商，而那些实际操作的则被称为实际装瓶商或一线装瓶商。

So Thomas and Whitehead's companies come to be known as the parent bottlers, and then all the guys doing the actual work come to be known as the actual bottlers or the first line bottlers.

这简直是终极的寻租者。

This is the ultimate rent seeker.

我是说，托马斯和怀特海德就像在可口可乐公司（拥有知识产权、生产糖浆并负责营销）和实际操作的装瓶商之间设了个收费站。

I mean, Thomas and Whitehead just have, like, a little toll booth set up in between the Coca Cola company that owns the intellectual property and makes the syrup and markets it and the bottlers who are actually doing the work.

他们只是在资金流向装瓶商和可口可乐公司的途中抽取小额佣金。

And they're just clipping little coupons as the money flies by on the way over to the bottlers and the Coca Cola company.

但话说回来，坎德勒和罗宾逊本就不打算这么做，所以，怎么说呢，他们更有魄力。

But, hey, Candler and Robinson weren't gonna do this, so, like, more power to them.

没错。

Right.

这里的论点是托马斯和怀特海德创造了经济价值，实际上推动了装瓶业务的全面启动。

That is the argument here is that there is economic value from Thomas and Whitehead and actually spurring bottling to happen at all.

是的。

Yes.

他们需要去寻找当地的装瓶商，并扶持这些创业者，教会他们如何运作。

And they need to go find the local bottlers and set up these entrepreneurs and teach them how to do it.

最终，他们就什么都不用做了。

Eventually, they're doing nothing.

但在早期阶段，他们并非无所事事。

But in the early days, they're not doing nothing.

确实如此。

That's true.

他们在十年内成功找到了400家装瓶厂的经营者，并让他们投入运营。

Within ten years, they managed to find 400 proprietors of bottling operations, get them to stand it up.

到1925年，这一数字增长到了1200家。

And by 1925, there was 1,200.

因此，这25年他们忙于寻找所有这些子装瓶厂。

So it is a busy, busy twenty five years finding all these child bottlers.

所以，基本上这为可口可乐公司在美国创造了第二波闪电式扩张浪潮。

So, basically, this creates a second wave of blitzscaling, if you will, for the Coca Cola company across America.

因为他们已经在全国范围内扩展到了冷饮柜台。

Because they'd already nationally expanded to soda fountains.

但冷饮柜台只存在于规模足够大的城镇。

But soda fountains are only in towns large enough to have a soda fountain.

那么广大的农村地区呢？

What about all the rural areas of the countryside?

更不用说简单的市场扩张，让人们可以在家里、餐厅或其他任何地方饮用。

Not to mention just the simple market expansion of letting people drink at home or wherever, at restaurants, anywhere else.

意义重大。

Huge deal.

最终的结果是，短短几年内，基本上美国的每个男女老少都熟知并熟悉可口可乐，而公司几乎不需要亲自动手。

The net of this is that within a few years, basically, every single man, woman, and child in The United States becomes intimately aware of and familiar with Coca Cola, And the company doesn't have to lift a single finger to do it.

是的。

Yep.

这让我想起了我们讨论Visa的那期节目，当时我们比较了Visa作为网络中的网络进行扩展，与Amex作为闭环系统的区别。

This reminds me a lot of our Visa episode where we were talking about the difference between if you're Visa and you're scaling as a network of networks versus if you're Amex as a closed loop system.

我们之前讨论过Visa如何相对于其总部规模和员工人数实现了惊人的扩张，而且是在极短的时间内完成的。

And we were talking about how Visa achieved tremendous scale relative to their head office size, their employee headcount, and they did it in a very short period of time.

可口可乐在这里的情况类似，他们能够如此快速地扩张是因为有装瓶商的存在，实际上并不需要自己完成所有工作。

Coca Cola is sort of in the same thing here where they can scale so fast because of the bottlers, where they're not actually having to do all this work themselves.

我不认为可口可乐能成为如今这样无处不在的国际产品，如果没有这个装瓶商规模效应，他们仅凭创造就赢得了市场？

I don't think Coca Cola is the ubiquitous international product that it is today, where they just created and then won the market without this bottler scale thing?

不能。

No.

绝对不是。

Absolutely not.

如果他们采用了美国运通的策略，坎德勒决定，我们要自己进入装瓶业务，我们要一个市场一个市场地推进，投资生产线和瓶子的资本。

If they had taken the Amex approach and Candler had decided, you know, we're gonna enter the bottling business ourselves, and we're gonna go market by market and invest the capital in the production lines and the bottles.

他们绝对不可能达到在国内乃至国际上所达到的关键规模。

Absolutely no way would they have reached the critical scale that they did in the country, and then internationally too.

他们用同样的模式走向全球。

They use the same model to go around the world.

是的。

Yep.

可口可乐后来将其称为'可口可乐系统'。

And Coca Cola would start referring to this as the Coca Cola system.

我想我们之前从未研究过拥有这种系统的企业——你可以看到可口可乐公司，这显然是我们本期节目探讨的主题。

I don't think we've ever studied a business before that has a system like this where you can look at the Coca Cola company, which is ostensibly what we're doing on this episode.

但实际上，要理解这个产品的规模、影响力和覆盖范围，你需要从整体上看待这个系统，即可口可乐公司与所有装瓶商的集合体。

But, actually, to understand the scale and impact and reach of the product, you you sort of have to look at the system holistically, the sum of the Coca Cola company and all the bottlers.

令人惊讶的是，这套系统至今仍在沿用。

The crazy thing is this is still the system today.

可口可乐至今仍不参与装瓶业务。

Coca Cola still doesn't bottle.

当然我们可以讨论其中的例外情况，但大体上——也是他们期望的终极状态——就是全球各地都有装瓶商，他们只需向这些装瓶商供应糖浆。

I mean, we can talk about the exceptions to that, but in large part and their desired end state is there's all these bottlers around the world that they just sell syrup to.

没错。

Yeah.

这有点像个人电脑时代的微软和英特尔，但捆绑得更紧密。

It's kinda like Microsoft and Intel in the PC era, except even more closely tied.

就像如果微软与英特尔签订合同，可以规定处理器和机器的规格标准。

It'd be like if Microsoft had contracts with Intel where they got to stipulate what the processors were gonna look like and what the machines were gonna look like.

有意思。

It's funny.

这让我想到我们那期劳力士节目，劳力士并不想涉足授权经销商业务。

The thing that it made me think of was, it's kinda like our Rolex episode, where Rolex, you don't wanna be in the authorized dealer business.

运营成本太高了。

It's operationally expensive.

培训很困难，但你又想控制零售体验。

The training's hard, but you do want the control over the retail experience.

劳力士做到了鱼与熊掌兼得，就像我们在那期节目里讨论的，他们可以说：听着，

And Rolex managed to have their cake and eat it too, like we talked about that on that episode, where they can kinda say, hey.

能销售我们的手表是种特权，所以你的店铺必须完全符合我们的标准规范。

It's a privilege to be able to sell our watches, and so you're gonna make your store conform to our exact standard.

可口可乐对装瓶商采取完全相同的策略，他们说，嘿。

Coca Cola does the exact same thing with the bottlers, and they say, hey.

你获得了一张印钞许可证。

You have a license to print money.

虽然比不上我们印的那么多，但你还是能印些钱，而且你知道这会是门好生意。

It's not as much money as we're gonna print, but you can print some money, and you know it's gonna be a good business.

不止是一些钱，

More than some money,

在美国各地的城镇，当地可口可乐装瓶商通常会成为最富有的家族。

the local Coca Cola bottlers usually become the wealthiest family in any given town across America.

非常正确。

Very true.

但为了确保我们完全清楚，可口可乐公司与其装瓶商的关系。

But just to make sure we're super clear, Coca Cola versus their bottlers.

可口可乐公司拥有更高的毛利率、更优的投资资本回报率，且所需投入资本更少。

The Coca Cola company has higher gross margins, much better returns on invested capital, requires less invested capital.

他们只需专注于生产糖浆和市场营销。

They get to focus on just making syrup and marketing.

他们不需要做任何同质化的工作。

They don't have to do any of the undifferentiated stuff.

相比装瓶商，你肯定更愿意成为可口可乐公司，但装瓶业务也是个不错的生意。

You'd much rather be Coca Cola than the bottlers, but it's a good business to be the bottler too.

尤其是当

Especially if

你是个小镇企业家，在世纪之交的美国，那简直是天赐良机。

you're a small town entrepreneur and, you know, turn of the century America, like, hell yeah.

如果可口可乐公司要给我规定条款，告诉我卡车必须漆成多红，必须以特定方式标注可口可乐字样，瓶子必须严格按标准生产。

And if the Coca Cola company is gonna dictate terms to me and tell me exactly how red my truck needs to be and that it must say Coca Cola in this particular way and the bottles must come off exactly like this.

这没问题。

That is fine.

我愿意接受所有这些条件，因为我知道

I will agree to all of this because I know

我会赚到钱的。

I'm gonna make money.

是的。

Yes.

当装瓶业务在美国迅速扩张并规模化后，大量模仿者和山寨品牌开始涌现，试图复制同样的模式——制作另一种可乐饮料，去找其他装瓶商合作，或者那些没能获得可口可乐特许经营权但有抱负的企业家们,可能想在当地开设竞争性特许经营店等等。

So once things turbocharge with the bottlers and scaling across America, a lot of imitators and copycats start popping up, trying to make another cola drink, use the same model, go to other bottlers, or maybe other aspiring entrepreneurs who didn't get the Coca Cola franchise, might wanna open a competitive franchise in their local town, etcetera, etcetera.

到二十世纪中叶，市面上已有数百家可口可乐的竞争对手。

By the mid nineteen hundreds, there are hundreds of Coca Cola competitors out there.

有非洲可乐、查可乐、卡波可乐、可卡可乐、无花果可乐、卡可乐、国王可乐、标准可乐等等，数不胜数。

There's Afri Cola, Char Cola, Carbo Cola, Coca and Cola, Fig Cola, Ka Cola, King Cola, Standard Cola, on and on and on and on and on.

顺便说一下，可乐，就像我现在手里拿着的这个，大卫，这种棕色的气泡饮料，在可口可乐出现之前并不存在。

And by the way, a cola, like what I'm holding up right now, David, this brown flavored fizzy drink, wasn't a thing before Coca Cola.

可口可乐公司坚持认为我们不是可乐的可口变种。

Coca Cola was insistent that we aren't the Coca variant of Cola.

可口可乐是一个整体，代表着我们的配方，我们神秘的7X商品配方，这才是配方的真正核心。

Coca Cola is one thing that means our formula, our secret formula with this mystery merchandise seven x, which is the real crux of the formula.

而且其他饮料都不能称为可乐，因为我们创造了可口可乐这个概念，我们是独一无二的。

And there's no other things that can be colas because we created the concept of Coca Cola, and we are n of one.

于是在1905年，美国国会通过了《联邦商标法》，将商标保护权收归联邦政府统一管理。

So in nineteen o five, Congress passes the Federal Trademark Act in The United States, and they federalize trademark protection in the country.

在此之前，商标注册只是各州自行处理，我想可口可乐的草书商标就是通过这种方式更早注册的。

Previously, it was just done state by state, which I think is probably how Coca Cola trademarked the script logo earlier than that.

可能只在乔治亚州注册过。

Might have just been in Georgia.

没错。

Yep.

当然，可口可乐公司成为首批注册商标的企业之一，并开始利用这项新法律起诉所有竞争对手。

Of course, the Coca Cola company is one of the first registrants for their trademark, and they start using this new law to sue the crap out of all the competitors out there.

而且他们确实以'可乐不是一个饮料类别'为理由打赢了这些官司。

And really winning on these grounds that, like, cola isn't a category.

你不能叫什么什么可乐。

You can't be a something cola.

这不是一个通用术语。

It's not a general term.

我们拥有'可口可乐'这个组合商标。

We own Coca Cola as a lockup.

是的。

Yes.

他们成功了。

And they succeed.

在接下来的大约十五到二十年间，到二十年代中期，据估计可口可乐公司起诉并关闭了超过7,000个山寨可乐品牌，法务部门忙得不可开交。

So over the next, like, fifteen, twenty years, by the mid twenties, it's estimated that Coca Cola sues and shuts down over 7,000 copycat Cola brands in a very, very busy legal department.

这成为构建可口可乐帝国的下一个关键支柱。

And this becomes the next critically important pillar of building Coke.

只有可口可乐才是真品。

Only Coke is the real thing.

可口可乐是真实的。

Coke is real.

其他所有品牌都是模仿者。

Everything else is an imitator.

它就是个山寨货。

It is a copycat.

它本不该存在。

It should not exist.

没错。

Yep.

1920年有个著名案件一直打到了最高法院。

And there is a famous 1920 case that went all the way to the Supreme Court.

当时有家名为'Koke公司'的企业坚称——这里值得插一句，那时可口可乐公司并不接受'Coke'这个简称。

There was a company called the Coke Company, k o k e, that was insisting actually, it's worth a side here to say, at this point in time, Coca Cola did not embrace the nickname Coke.

一方面是因为与毒品的关联。

One, because of the affiliation with the drug.

需要说明的是，到1905年时，可卡因成分已基本完全去除。

And we should say by nineteen o five, cocaine is pretty much entirely gone.

可口可乐里已经没有可卡因了。

There's no more coke in Coca Cola.

是啊。

Yeah.

这其实是个非常精彩的故事。

It's actually an amazing story.

1903年，他们与新泽西州梅伍德的谢弗生物碱工厂签订合同，该工厂研发出了去除古柯叶中可卡因的工艺。

In nineteen o three, they contract with a company called the Schafer Alkaloid Works of Maywood, New Jersey that has developed a process to decocaine coca leaves.

这家至今仍存在的公司，如今仍是可口可乐公司脱可卡因古柯叶的唯一供应商，并获得了美国政府缉毒局的联邦特许。

And this company, which still exists today and is still the sole supplier of decocaine coca leaves to Coca Cola today, is granted a federal exemption by the US government from the DEA.

他们是美国唯一被允许进口古柯叶的商业实体。

They're the only commercial entity in The United States that is allowed to import coca leaves.

因为他们进口的古柯叶里仍含有可卡因。

Because they import it with cocaine in it still.

对吧？

Right?

是的。

Yes.

然后他们有一个去除古柯叶中可卡因的工艺。

And then they have a process to take the cocaine out of the coca leaves.

他们将脱可卡因的古柯叶卖给可口可乐公司。

They sell the decocaineized coca leaves to Coca Cola.

我相当确信事情最终是这样解决的：胡佛政府表示，只要联邦特工在场监督可卡因副产品的销毁，就可以在美国本土进行这项业务。

And I'm pretty sure the way that this ended up happening was the Hoover administration said, if federal agents are present on-site and can supervise the destruction of the cocaine byproduct, then you can do this on American soil.

你们可以进口古柯叶，进行加工，堆积大量可卡因，然后我们会监督你们销毁它。

You can import the coca leaves, do this, create a giant pile of cocaine, and then we will watch you destroy it.

现在他们依然是这样生产可口可乐的。

And that's still how they produce Coca Cola.

没错。

Yeah.

这也是保护可口可乐品牌的另一项措施。

Which is also another piece of protecting Coca Cola.

其他任何人都无法获得古柯叶。

Nobody else has access to Coca leaves.

你想要那种味道吗？

You want that taste?

你永远得不到的。

You ain't gonna get it.

因为尽管可卡因已被去除，古柯叶仍是配方中的重要组成部分。

Because the Coca leaves as much as the cocaine is gone, the Coca leaf is still an important part of the formula.

总之，1920年有个案子，Coke（k o k e）公司半开玩笑地说，你们什么意思？

So, anyway, there's this 1920 case where Coke, k o k e, is sort of tongue in cheek saying, what do you mean?

你们又不是在说自己是Coke。

You guys aren't saying you're Coke.

所以我们当然可以是Coke。

So certainly, we can be Coke.

他们另一个论点是：可口可乐公司，你们实际上甚至不能使用自己的商标。

And the other point they were making is Coca Cola, you guys can't actually even use your trademark.

由于其中实际含有的古柯成分极少，且所有可卡因都已被去除，因此它无法受到保护。

It's unprotectable since there's not really much Coca in it, and all the cocaine's been removed.

所以这实际上具有误导性。

So it's actually misleading.

虚假广告。

False advertising.

你们声称自己是古柯或可乐，这是在误导公众。

You're misleading the public by saying that you are Coca or Cola.

你们并不是。

You're not.

而最高法院表示：不行。

And the Supreme Court says, uh-uh.

我们判决支持可口可乐公司。

We are ruling in favor of Coca Cola.

这个短语已超越描述性名称的范畴，现在纯粹是一个品牌。

It is a phrase that has transcended being a descriptive name, and it is now just a brand.

而这份堪称传奇的官方裁决书中，写有这样一句话。

And the official ruling, which is the stuff of legend, contains this phrase.

可口可乐意味着来自单一源头、且广为人知的独特事物。

Coca Cola means a single thing coming from a single source and well known to the community.

这就是对可口可乐品牌的新定义，也是为何它能成为与古柯或可乐无关的可注册商标。

And that is the new description of what the Coca Cola brand is and why it is a trademarkable thing that has nothing to do with Coca or Cola.

这就是可口可乐通过法院打击仿冒者的第一大战线。

So this is the first biggest front of the war that Coca Cola wages on the imitators through the courts.

案件一直打到最高法院。

It goes to the Supreme Court.

打到最高法院。

To the Supreme Court.

真了不起。

Amazing.

对抗仿冒者的第二大战线就是瓶子本身。

The second most important front of the battle against the imitators is the bottle.