--- title: "Mingren Soda Water's Dual-Scenario Growth Strategy" description: "Mingren built growth around two concrete consumption occasions—Chinese banquet drinking and spicy dining—then connected product design, distributor networks, store activation, and social content around each one." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2025-08-23" language: "en" canonical: "https://xinjignxiao.com/en/articles/mingren-soda-water-dual-scenario-growth-strategy/" markdown: "https://xinjignxiao.com/en/articles/mingren-soda-water-dual-scenario-growth-strategy.md" original_source: "https://mp.weixin.qq.com/s/5d0eAs03p98YD4euqXwr1Q" translation: "https://xinjignxiao.com/zh/articles/%E5%8F%8C%E5%9C%BA%E6%99%AF-%E8%90%A5%E9%94%80%E6%88%98%E7%95%A5-%E5%90%8D%E4%BB%81%E8%8B%8F%E6%89%93%E6%B0%B4%E5%9C%A8%E7%BC%A9%E9%87%8F%E6%97%B6%E4%BB%A3%E7%9A%84%E5%A2%9E%E9%95%BF%E5%AF%86%E7%A0%81-bea448a6.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/mingren-soda-water-dual-scenario-growth-strategy/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Mingren Soda Water's Dual-Scenario Growth Strategy > Mingren built growth around two concrete consumption occasions—Chinese banquet drinking and spicy dining—then connected product design, distributor networks, store activation, and social content around each one. When consumer demand slows, brands often respond with broader distribution or heavier promotion. Mingren Soda Water took a more focused route: identify high-frequency occasions in which the product can perform a clear role, then organize channels, activation, and product communication around those occasions. The company described this approach as a dual-scenario strategy. It credited the model with double-digit growth in the first half of 2025. The two scenarios were drinking occasions involving baijiu and spicy dining built around hot pot, barbecue, and crayfish. ## Scenario One: Before, During, and After Baijiu Baijiu is deeply embedded in Chinese banquets, business dinners, and social gatherings. These occasions already have mature distribution networks, event routines, and groups of repeat consumers. Mingren worked with baijiu distributors to enter tasting events, banquets, group purchasing, hotels, specialist liquor stores, and ordinary retail. The objective was not simply to place soda water beside liquor. It was to make the product part of the complete occasion. At tasting events, retailers and downstream customers could experience the product and learn about its manufacturing standards. Factory visits were used to deepen product knowledge among key store owners. At summer weddings in county and township markets, the company's scenario team also addressed practical event problems. Outdoor banquets often suffered from heat, so the team helped provide cooling equipment and tents. Soda water entered the banquet as part of a service solution rather than as an isolated sales pitch. The approach created repeat occasions. A consumer who encountered the product at a wedding might later select it for a child's first-month celebration or another family gathering. Mingren's model-market estimate suggested that a county could develop meaningful scale by concentrating on one hundred influential liquor stores, running more than twenty tasting events, organizing factory visits for leading retailers, and assigning a specialist to study and operate the local scenario. The significance is not the precise volume forecast. It is the operating sequence: select influential accounts, create direct experience, solve an occasion-specific problem, and make the behavior repeatable. ## Scenario Two: Hot Pot, Barbecue, and Crayfish The second scenario targeted restaurants serving spicy or rich foods. Mingren positioned lemon soda water as an accompaniment for these meals. The company summarized the activation method in five steps: 1. Build a list of influential and high-traffic restaurants. 2. Make one store successful before expanding. 3. Move livestreaming into the restaurant so the content shows the actual meal occasion. 4. Combine creator visits, spicy-food challenges, and interactive events to generate on-site demand. 5. Work with leading beer distributors to replicate the model across more outlets. In one pilot cited by the company, a restaurant that had sold 10 to 20 cases a month exceeded 200 cases after the scenario program. Mingren reported pilots in 12 cities, cooperation with more than 30,000 foodservice outlets, and over 40 million views for related Douyin topics. These are company-reported operating results, but the broader lesson is transferable: a product is easier to remember when consumers encounter it in a situation where its role is immediately understandable. ## Product and Supply Must Support the Story Scenario marketing cannot compensate for an inconsistent product or unreliable supply. Mingren stated that it applies pharmaceutical-style production standards and operates four production bases and seven factories. The company also developed different products for different occasions. Its small blue bottle remained the core item, while lemon soda water was emphasized in spicy-food channels. The company has referred to research cooperation with China Pharmaceutical University regarding certain product characteristics. Such health-related claims should be evaluated against the underlying study and applicable regulations; the commercial strategy does not depend on treating them as universal medical conclusions. What matters operationally is that product format, flavor, pack, positioning, and supply capacity all match the selected occasion. ## One Action Can Create Two Businesses The scenario model also gave distributors a reason to participate. A baijiu distributor could add soda water to an existing customer network and occasion calendar. One field action could support both the liquor business and an incremental non-alcoholic beverage business. Mingren combined this with price protection, traceability, channel-specific products, and activation support. The intention was to preserve distributor margin while improving sell-through. This is a more durable proposition than asking a distributor to accept another SKU. It links the new product to accounts, occasions, and capabilities the partner already understands. ## From Product Placement to Occasion Design The dual-scenario strategy connects two different forms of expansion. The baijiu scenario uses an established channel network to penetrate deeply into formal drinking occasions. The spicy-dining scenario spreads horizontally across restaurants and social content. Together they connect channel influence with consumer experience. The wider FMCG lesson is that a scenario is not just a slogan or an advertising background. It is a complete operating unit with a target consumer, a location, a product role, a store list, an activation method, a partner, and a measurable result. When those elements work together, a brand can turn a familiar product into a more specific and memorable choice. --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671