香飘飘居然还在卷？

Core Viewpoint - Xiangpiaopiao is actively seeking to regain its consumer base by exploring various channels, including snack stores, Sam's Club, and convenience stores, while also launching pop-up stores to engage with consumers [1][2][3] Group 1: Market Challenges and Internal Changes - The company, founded in 2005, initially thrived in the cup-based milk tea market but now faces challenges as consumer demands diversify and competition intensifies [2][4] - To adapt to fragmented channels, the company has initiated internal reforms, integrating product development with channel management to streamline operations [3][4] - Xiangpiaopiao aims to become the "Zara of the milk tea industry," focusing on rapid product development and market responsiveness [3][4] Group 2: Product Development and Market Strategy - The company has been exploring new product lines, transitioning from instant to ready-to-drink options, and experimenting with various flavors and formats [6][9] - Xiangpiaopiao's ready-to-drink brand, Meco, has grown significantly, achieving nearly 1 billion in sales, highlighting the potential of the ready-to-drink market [12][13] - The company plans to launch over 20 new SKUs in 2024, targeting different channels and consumer segments [15][17] Group 3: Channel Expansion and Consumer Engagement - The company is focusing on expanding into snack retail channels, recognizing their rapid growth and the need for customized products to differentiate from traditional channels [26][29] - Xiangpiaopiao is implementing a three-step product testing process using pop-up stores to gauge consumer interest before wider distribution [22][23] - The company acknowledges the importance of maintaining strong relationships with its 1,827 distributors while adapting to new market dynamics [38][39]