不止货架对决，冰红茶的下一仗，在客厅？

Core Viewpoint - Wahaha is leveraging a partnership with Xiaomi to market its iced tea through television advertising, aiming to break into a market dominated by major players like Master Kong and Uni-President, which hold nearly 80% of the market share in 2024 [1][2][3] Group 1: Market Dynamics - The iced tea market is highly mature with intense competition, primarily led by Master Kong and Uni-President, making it difficult for new entrants like Wahaha to gain significant market share [1][2] - The core challenge for Wahaha lies in the established distribution networks of the leading brands, which create formidable channel barriers that are hard to overcome [2][3] - Consumer habits have been shaped by the dominance of these two brands, making it challenging for Wahaha to shift brand perception and gain traction in the market [3][8] Group 2: Strategic Shift - Wahaha's strategy involves bypassing traditional retail competition by focusing on "scene marketing," targeting new consumption scenarios rather than direct shelf competition [8][9] - The partnership with Xiaomi aims to capitalize on the "family viewing" experience during major sports events, creating a new marketing channel that has not been fully exploited [12][18] - By integrating its brand with popular events, Wahaha seeks to establish a strong emotional connection with consumers, enhancing brand recognition and loyalty [10][12] Group 3: Marketing Effectiveness - The collaboration with Xiaomi allows Wahaha to utilize the high engagement of family screens, which are perceived as more trustworthy compared to mobile ads, thus enhancing brand credibility [15][17] - The marketing strategy focuses on creating a full-loop operation from brand exposure to consumer conversion, leveraging Xiaomi's ecosystem to facilitate direct purchases [13][18] - This approach not only aims to increase brand visibility but also to foster a habitual consumption pattern of Wahaha products in home settings [18][20]