渠道布局与场景化精准触达东鹏饮料构筑终端动销增长新引擎

Core Insights - The fast-moving consumer goods (FMCG) industry is undergoing significant transformation, driven by diverse consumer demands and evolving channel dynamics [1] - Dongpeng Beverage has reported impressive financial results, achieving revenue of 10.737 billion yuan in the first half of 2025, a year-on-year increase of 36.37% [1] Channel Development - Dongpeng Beverage has established a robust channel system with over 3,200 distributors, covering more than 4.2 million active retail outlets and reaching over 250 million unique consumers [1] - The company employs a dual-track operational model, focusing on deepening existing markets while leveraging distributor resources for rapid growth in emerging markets [1] - Dongpeng is expanding into new channels such as dining, social e-commerce, and live streaming, while also increasing the presence of smart vending machines in high-frequency consumption areas [1] Scene Penetration - The company utilizes a three-dimensional coordinate system to connect different products with specific consumer scenarios, enhancing brand relevance [2] - Dongpeng has sponsored various esports and sports events, such as the KPL and PEL leagues, to align its functional beverage attributes with the spirit of competition [2] - The brand has also engaged in everyday scenarios, such as partnering with Tencent's popular game during the Spring Festival to create new social interactions [2] Sales Conversion - Dongpeng Beverage has implemented strategies to convert consumer awareness into purchases through icebox placements, scene exposure, and digital marketing techniques [3] - The company is enhancing its terminal image and optimizing shelf displays to improve product availability and stimulate immediate consumption [3] - Digital marketing initiatives like "scan to win" campaigns have increased consumer engagement and repurchase rates, allowing the company to track sales performance effectively [3] International Expansion - Dongpeng Beverage is looking to replicate its successful strategies in overseas markets, with Southeast Asia identified as the first target due to its high beverage demand [3]