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Articles by 苏相如
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Entering 40,000+ Offline Outlets, Ranking First in Hema Category: A Dialogue with Mike Rice Wine on Breaking into the Tipsy Market!
As a mature brand, RIO has made 'low-alcohol' synonymous with its name, and the 'tipsy' scene has become a demand among young people. This has created opportunities for new brands like Mike Rice Wine, Berry Sweetheart, and Meijian. Mike Rice Wine, founded in 2014, chose the traditional Chinese rice wine category and has now entered over 40,000 offline outlets, becoming a top seller in Hema and other channels. The article explores the strategic thinking behind this choice and the industry's development.
苏相如A Brief History of Functional Beverages
Since Dongpeng Tequila's listing a month ago, its stock price has drawn much attention, but more importantly, its status as the first Chinese local functional beverage brand to go public raises questions about the industry's future. This article traces the history of functional beverages from Red Bull's origins to current trends, analyzing key strategies and future directions.
苏相如The Strategy Behind Coca-Cola's "Price Increase"
CNBC reported that Coca-Cola CEO James Quincey said on the 19th that the company plans to raise product prices due to rising raw material costs. "We have good hedging measures in 2021, but pressure is increasing in 2022, so prices must rise," Quincey said. The announcement immediately sparked a heated discussion online, reminiscent of the uproar when Coca-Cola changed its formula in 1985.
苏相如Beverages Not Selling Well? See How Meco Honey Valley Juice Tea Opens a 10-Billion-Yuan Track
In 2020, the beverage industry saw slow overall growth, with some sub-sectors declining. While the pandemic impacted consumption, it's not the sole reason. The Chinese beverage market has been saturated for over 40 years, and companies must innovate new categories to meet consumer needs. Meco Honey Valley Juice Tea, with its new juice tea category, achieved nearly 1 billion yuan in sales in its first year by establishing industry standards and leveraging health trends.
苏相如Can Nongfu Spring's Dongdong Tea Become the Next Genki Forest and Create a New Category to Be the First?
Nongfu Spring listed on the Hong Kong Stock Exchange on September 8, with a peak market value of HK$445.292 billion, comparable to 2.5 Mengniu, 1.5 Yili, or nearly 5 Master Kong. Despite being dubbed the 'half-hour richest man' by the media, Zhong Shanshan remains extremely low-key. Shortly after listing, the company launched its first new product, Dongdong Tea, which combines jelly and tea, aiming to create a new category and ride the sugar-free trend.
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