Articles by 案例 SHOWCASE

Exclusive Interview with 'Yizhenggen': One Month After Launch, Marketing Spend Only 10,000 RMB

In a generally low-pressure business climate this year, their joy is so rare and infectious that even 'Case' feels embarrassed to raise the industry's concerns: Is ginseng water a 'wisdom tax'? Can vague functionality and controversial taste ensure repeat purchases? After the hype, how far can Hardcore Research Institute go with a single SKU? Before 'Yizhenggen' launched, the institute, founded in 2020, had already made four unsuccessful products in just over a year, from small-bottle bird's nest to carb-blocking milk tea, all riding the wave of young consumer trends but quickly collapsing.