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The First Drink for Gen Z Might Be Bought at a Milk Tea Shop
On one hand, Mixue Bingcheng, the king of franchising, spent nearly 300 million yuan to acquire a 53% stake in the draft beer brand Fujia, expanding its business from affordable tea and coffee to affordable beer. On the other hand, Chayanyuese, the largest fully direct-operated star, launched alcoholic tea products through its sub-brand Yuanyang Coffee in 2022, and in 2024 officially spun off its alcohol business into a separate sub-brand, selling alcohol-containing products all day. The essence of the tipsy business is largely about selling emotional value. Its core...
刀法行研Collective 'Backstabbing' of Sugar-Free Drinks? Master Kong and Nongfu Spring Can't Sit Idly By
After years of the sugar-free wave, sugary ready-to-drink teas are quietly regaining voice on social media. Data shows that on Xiaohongshu, new posts about 'iced tea' outnumber those about 'sugar-free tea' by more than double, and the category is seeing a resurgence of white sugar as brands like Genki Forest, Master Kong, and others launch reduced-sugar products. The key battle now is defining the next generation of sugary ready-to-drink tea, balancing health concerns with classic flavors.
刀法行研After Reviewing 200+ 618 Dark Horse Brands, We Found Several Keys to the Resurgence of New Consumption
The signal of the second awakening of 'new consumption' is becoming increasingly clear. During this year's Tmall 618, 260 new brands surpassed industry giants to top their respective trend categories, supported by a vast and vibrant market. New brands are seizing opportunities in small scenarios and niche audiences, leveraging differentiated products and precise operations to achieve growth.
刀法行研Helping "Drinkers" Nurture Their Stomachs, Henan Pharmaceutical Company Crosses Over to Soda Water, Selling Billions
In the no-gas soda water market, giants like Uni-President, Wahaha, and Nongfu Spring are present, but the hidden boss is Henan's old brand 'Mingren', certified as 'China's No.1 Soda Water Brand' by Shangpu Consulting. Surprisingly, this brand is a cross-industry player. Its parent company, Mingren Pharmaceutical, has three major businesses, with a total of 4 billion yuan across the entire industry chain in 2024. Among them, the pharmaceutical and health food business is 200-300 million yuan, and the pharmacy chain business is 200-300 million yuan. In other words, the Mingren soda water business, which the group started later, is expected to exceed 3 billion yuan, truly a case of 'side business earning more than the main business'.
刀法行研Douyin's "Female Drinkers" Propel a 40-Year-Old Henan Beer Brand to Fame
In a monopolistic market where the CR5 exceeds 90%, and in an industry that peaked in production and sales in 2013 and has since entered a stock competition, a local 40-year-old brand has risen abruptly, securing the top spot in the beer sales ranking on Douyin's Double 11 Good Things Festival, and driving a new category's transaction value on JD.com's Double 11 supermarket to grow by 5324%. This is what Jinxing Beer has achieved in the past six months. Behind this story are many "female drinkers" on Douyin (nickname only, no inappropriate guidance), who, with sentimental love songs as BGM, have pushed Jinxing's tea-flavored beer to the top of the charts.
刀法行研How Many Refined White-Collar Workers Secretly Shop at HotMaxx?
A Xiaohongshu user questioned HotMaxx's new fruit offering, sparking curiosity about the discount retailer's expanding categories. With a focus on 'surprise' and value, HotMaxx has grown to nearly 5 billion GMV in four years, attracting mainly young white-collar workers and mothers. The company uses a buyer-plus-algorithm model to manage inventory and pricing, but faces questions on sustaining its competitive edge.
刀法行研Big Bottle Drinks: The 'Premium Substitute' for Water for Money-Saving Young People
This summer, in offices and gyms, large bottles of unsweetened tea around 1L are increasingly common, a shift from a few years ago when such sizes were mocked. The trend is driven by young consumers seeking health, flavor, and value, with sales of 600-1249ml formats growing from 6.4% to 11.3% of the market from 2019 to 2023.
刀法行研FMCG Enters the Era of Stock, How to Find Growth Opportunities in the Cracks?
The FMCG industry has entered an era of stock, with data showing that for the first time, the number of declining categories exceeded growing ones, average retail prices fell for the first time since 2001, and consumer desire indices hit historic lows. Yet, opportunities remain across categories, such as Eastern Leaf's 60% annual growth for three consecutive years. This article shares insights from a speech by Liu Ruizhi, co-founder of Jane, on finding growth in a saturated market, avoiding common pitfalls, and developing new products and channels.
刀法行研From 2021 to 2022: 10 Key Brand Trends We've Summarized
In 2021, the consumer industry and brands faced both the best and worst of times. With dividends from new demographics, platforms, capital, and infrastructure, Chinese consumer brands rose rapidly, but as dividends faded, the law of the jungle prevailed. This article summarizes five key trends for 2021 (niche categories, wild consumption, rational consumption, from seeding to tree planting, and the metaverse) and five for 2022 (content as a carrier, brand-effect synergy, people-centricity, spiritual consumption, and consumption equality).
刀法行研The Private Domain 3.0 Myth: Do You Really Distinguish Between Private Domain and Membership Systems?
In the recent wave of new consumption, rising customer acquisition costs have made 'private domain' and 'membership' key tactics for brands to capture users. However, many people do not actually understand the difference between private domain and membership, and some even think they are the same system. Even companies that have already built membership systems still have many questions, such as why their membership platform is not attractive to users, and why members are unwilling to redeem their points despite having so many.
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