对话孙梦鸽：好望水成功背后，是中国零售的新基建革命

Core Viewpoint - The founder of Haowangshui, Sun Mengge, reflects on the importance of marketing in the beverage industry, emphasizing that the current transformation in China's retail channels is more significant than mere marketing efforts [1][3]. Group 1: Company Overview - Haowangshui has established itself in the competitive beverage market by creating a niche for "new-style herbal sparkling fruit juice" within five years of its inception [3]. - The flagship product "Wang Shan Zha" gained popularity through a collaboration with singer Gong Linna, showcasing the brand's innovative marketing strategies [1][3]. Group 2: Marketing Strategy - Sun Mengge highlights the importance of brand marketing, allocating one-third of the budget to enhance brand quality, another third to create scene-based products, and the remaining third to social network marketing [9]. - The brand's unique identity is reinforced through its product names, all incorporating the character "Wang," which symbolizes hope and positivity [7][9]. Group 3: Product and Channel Dynamics - Haowangshui's success is attributed to its product quality and innovative channel strategies rather than solely relying on marketing [11]. - The company has only two major products, "Wang Shan Zha" and a recently launched "care series" of coix seed water, both achieving significant sales, with coix seed water surpassing 100 million bottles sold [11][12]. - The brand has managed to maintain a competitive edge despite the influx of similar products in the market, thanks to its unique ingredient sourcing and production methods [12][14]. Group 4: Industry Trends - The beverage industry is undergoing a systemic transformation, with retail channels evolving to break the monopoly of large brands, allowing new entrants like Haowangshui to thrive [3][14]. - There is a noticeable shift in the attitude of distributors, who are now more eager to partner with innovative brands, reflecting a broader change in the retail landscape [14].