Click the image for details As the country's most famous rich second generation, Wang Sicong has recently been pushed into the spotlight again. But this time it's not gossip news, unrelated to his many girlfriends, but because he created a drink that is as "flamboyant" as himself. Chinese name: 爱洛 English name: EROS Retail price: 9.9 yuan per bottle Brand slogan: 活该有趣 Live for fun Product type: Non-taurine functional beverage, placed alongside Red Bull and Dongsheng Teyin. Product tone: From "Take you to FUN!" it's clear the tone is fashionable and youthful. Next, we analyze how Principal Wang applied the thinking of incubating internet celebrities to making beverages, and how long can Principal Wang bring us "FUN"? 1 EROS's Inherent "Brand IP" Following convention, people tend to attach the founder's personality to the product and brand. Thus, we see many brands going to great lengths to dig up stories behind the brand to make it familiar to consumers. For example, Chu Shijian's inspirational entrepreneurial story gave his oranges the halo of "inspirational oranges," Luo Yonghao's story branded Hammer phones with "craftsman's sentiment." Principal Wang's beverage is similarly self-IP, with strong topicality and spreadability.

  1. Born from the "Internet Celebrity" Leader It's known that behind Principal Wang is a group of internet celebrities with many followers. This is the era of the fan economy, similar to sects in "Demi-Gods and Semi-Devils," where paying for the leader seems like a no-brainer. Even without direct economic conversion, it generates topics and gives the product high exposure. For example, the first wave of EROS's Weibo promotion, the topic "Principal Wang, I can't take it," used the contrast between Principal Wang's "personal charm" and EROS's pink, girly packaging to successfully spark netizens' desire to express themselves. It attracted a wave of onlookers' witty complaints, and the first wave of promotion achieved a perfect conclusion in terms of exposure, consumer memory, and product promotion fit.
  2. The "Landlord and Tycoon Aura" from Special Identity Principal Wang has always been known for his straightforward personality, unafraid to offend, daring to speak the truth, like when he said he never cares if friends are rich because none are richer than him. EROS, born with the Wang family lineage, carries a "landlord and tycoon aura," fitting the consumption scenarios (nightclubs, e-sports...) and the temperament of such consumers. 2 Conforms to Market Laws
  3. Consumer Penetration in Place Energy drinks with refreshing effects have sold well globally in recent years. Currently, this category's sales in our country's market have exceeded 50 billion yuan and continue to rise, with great market potential. According to relevant reports on China's beverage market, energy drink sales reached 42.6 billion yuan in 2016, a year-on-year increase of 25%. We have become the country with the largest growth in functional beverages, and experts predict this figure will exceed 70 billion by 2019. Red Bull holds 78% of the market share, while in the second and third markets, Dongpeng and Lehu together hold less than 12%. Most products in the functional beverage industry achieve their refreshing effect by adding taurine, maca, vitamin B, etc. EROS is a non-taurine added beverage, but judging by the maca content ratio, it is definitely a heavy-duty "functional beverage." In terms of color and packaging, EROS is absolutely different from other functional beverages.
  4. Conforms to Market Segmentation Laws Female Functional Beverages From the color, packaging, and brand name, EROS seems more suited to a female tone. Mintel's report highlights that 49% of female consumers believe there is a lack of functional beverages specifically designed for women. EROS seems likely to be favored by female consumers. Positioning for E-sports Compared to Red Bull, Lehu, and Dongpeng, which are positioned as sports functional beverages, there seems to be a lack of a functional beverage designed for e-sports players and nightclubs. Coincidentally, Principal Wang is also an absolute big shot in China's e-sports industry, with a deeper understanding of industry needs. 3 EROS's Advantages Advantage 1: Wanda as Channel Promotion Backing Wanda Cinemas has already launched ads for EROS, providing tens of millions of exposures through cinema promotion resources. Incomplete data shows that in 2016, Wanda Cinemas had 348 locations domestically, with 3,127 screens and 164 million viewings. Additionally, Wanda's plazas, hotels, and other channel resources give EROS an absolute advantage. Advantage 2: Weibo Promotion Advantage Wang Sicong is a main general on the Weibo battlefield, and his internet celebrity and e-sports teams are undoubtedly promotion channels that competitors can't reach. Moreover, Weibo's user base aligns perfectly with EROS's target young demographic. Under the leadership of topic hype king Wang Sicong, EROS will grow like an internet celebrity, with exclusive strategic brand IP. Advantage 3: Sufficient Capital Support Regarding investment, what impresses me most is Wang Sicong's public statement: "I want to meet people with real ideas, real creativity, who can generate great products... I don't want to go public, I don't want to cash out. With money, I can slowly choose projects I want to invest in. With money, I don't need to rush for returns. I don't rely on the company to make a living." This great investment logic is extremely lacking among current investors. Looking at many investors today, they are eager for quick returns and very impetuous. Few are willing to patiently wait for a project or company to truly grow. The current investment environment is actually not conducive for founders to better execute their plans. Advantage 4: Relationship Chain Support Regarding the interest chain brought by identity, EROS at least won't lack strategic resources in supply chain and partners. 4 EROS Brand's Flaws Flaw 1: "Heavy-Duty" Functional Drink Coca-Cola CEO James Quincey said at a consumer analysis organization meeting: "Worldwide, consumers want beverages that are more natural, lower in sugar, or nutritious, while also hydrating." Mintel's report also mentions that consumers are paying more attention to caffeine and taurine content when choosing beverages. Light energy drinks have a wider range of drinking scenarios; not all consumers need high-concentration, high-effect energy supplements. Conversely, some, especially women and younger groups, may only need a slight energy boost to lift their mood. Light energy drinks can, to some extent, increase drinking frequency. Flaw 2: Lack of Association Between Brand Elements and "Functionality" Whether it's packaging, product name, or slogan, there is a lack of association with "functionality." It's hard to shake competitors' mind monopoly like "Tired, sleepy? Drink Red Bull." Being the first brand in consumer cognition is crucial. Although its packaging is differentiated enough, it gives a perception more akin to a cocktail. This is also a major brand problem! Flaw 3: Using Internet Celebrity Incubation Thinking May Not Ensure Channel Success Currently, for FMCG success, offline distribution remains the main force. KOLs and internet celebrities can indeed bring EROS strong exposure, but the depth of distribution directly affects consumer purchase experience. Principal Wang's EROS journey has a long way to go. From EROS's current distribution, it adopts a model of e-commerce plus first- and second-tier city radiation, similar to the new product strategies of Uni-President and Huiyuan. As for the future, it's unknown; the author will continue to track and observe. I am still optimistic about EROS, but only recommend first- and second-tier distributors to get involved! New Distribution's "Seventh B2B E-commerce Study Tour" is now recruiting! Activity Process:

June 19-23, Suzhou·Shanghai·Hangzhou 19th: Check in at designated hotel in Suzhou; 20th: Visit Suzhou Maidlin; 21st: Visit Shanghai Hd; 22nd: Visit Hangzhou Wangcang; 23rd: Return or free arrangement for sightseeing; Introduction to Study Platforms: Maidlin Youshang Software, a renowned domestic information system provider. In 2015, it launched the "Maidlin" brand. Based on Youshang Software products, with artificial intelligence technology as the internal force and efficient operation as the breakthrough, Maidlin helps distributors create new B2B business models. It has provided software technical services to distributors in over 50 cities nationwide. Hd Company Shanghai Hd Information Engineering Co., Ltd. (hereinafter referred to as: Hd Company) is a domestic first-class management consulting and software R&D company for commercial circulation, e-commerce, and modern logistics solutions. Since its establishment over 20 years ago, it has been committed to creating modern commercial management models for clients. Hd's systematic products and solutions with independent intellectual property rights are highly competitive in the three business formats of chain retail, commercial real estate, and warehousing logistics. It currently supports over 500 well-known large and medium-sized commercial enterprises and group users across 30 provinces and cities. It is the largest retail software provider in China. Wangcang Zhejiang Wangcang Technology Co., Ltd. was established in June 2011. It is the earliest and currently the only large-scale independent fourth-party intelligent warehousing and distribution service provider in China. Wangcang has been committed to innovation, implementation, and daily operation of refined and collaborative solutions for e-commerce warehousing and distribution. Today, Wangcang has the capability to provide solutions from B2C e-commerce warehousing and distribution to B2B+B2C full supply chain integration. Relying on its self-developed adaptive warehousing and distribution integrated management system, combined with years of warehouse construction and management experience, as well as self-developed equipment, Wangcang has formed comprehensive competitive advantages. Wangcang's system can seamlessly connect with all sales platforms, enterprise ERPs, logistics and express resources, and in-warehouse operational resources (such as equipment, labor, storage area application, etc.). Through our services, single-warehouse efficiency can be greatly improved, achieving resource interaction and allocation between warehouses. Through big data, we provide value-added services such as supply chain optimization and supply chain finance for cargo owners. At the same time, through open systems and management advantages, we provide franchise business for warehouse owners. Organization Form ************1. Company visit

  1. Actual market case visit
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  3. One-on-one communication************ Participating distributor friends only need to pay a 200 yuan registration fee. Other expenses are self-covered. Long press this QR code or click "Read Original" to register. Long press QR code to add WeChat for registration Group Photos from Previous Studies: Group photo of the 6th B2B E-commerce Study Tour, from top to bottom: Zhongke Shangruan, Shuhai Supply Chain, Yunmei Shares, Yishang Logistics. Group photo of the 5th B2B E-commerce Study Tour, from top to bottom: Huiwangxing, Beiquan, Tongying Tianxia, Quanshihui, Zhongke Shangruan. Group photo of the 4th B2B E-commerce Study Tour, from top to bottom: Alibaba Retail Link, Qianmi Network. Click "Read Original" to register -END-