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Articles by 方彬楠 王子扬
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Cross-Industry Water Play: Yake Changbai Spring Fails This Time
Yake's new water product, Changbai Spring, launched with much fanfare but has struggled in the market, with poor distribution and lackluster sales. Industry experts attribute this to its use of the overused Changbai Mountain water source concept, awkward pricing, and insufficient marketing support.
方彬楠 王子扬Behind the Sudden Rise of Vita Coco Coconut Water
“Water grown on trees.” Overnight, this phrase occupied a large amount of advertising resources on highways, subways, and building elevators. The product promoted by these ads is coconut water from the American brand Vita Coco. The high exposure of the ads brought coconut water into the view of Chinese consumers for the first time. Looking back at the route of Vita Coco's entry into China, Hua Bin Group is the behind-the-scenes operator—when the Thai Red Bull brand authorization was about to expire and renewal was uncertain, Hua Bin Group introduced Vita Coco coconut water and placed high hopes on it. Is its sales as booming as the ads? Can it become the second Red Bull?
方彬楠 王子扬