元气森林不想再“依赖”气泡水

Core Insights - The founder of Yuanqi Forest, Tang Binsen, has shifted the company's focus from a strong reliance on sugar-free beverages to a broader product range, indicating a long-term vision for the brand's growth [1][3] Group 1: Company Strategy - Yuanqi Forest announced a strategic adjustment to spin off its dairy brand, Beihai Pasture, into an independent entity, allowing the company to concentrate on beverage product development [3] - The company aims to reduce its dependency on its flagship product, sparkling water, by diversifying its product portfolio, which now includes electrolyte water, tea beverages, and traditional Chinese health drinks [3][6] Group 2: Financial Performance - Yuanqi Forest reported a 26% year-on-year growth in overall performance, maintaining double-digit growth for three consecutive years [3] - The company achieved a revenue scale of approximately 11.7 billion yuan in the previous year, with projections indicating revenues exceeding 14 billion yuan this year, positioning it among the top ten in China's beverage industry [3] Group 3: Market Positioning - The company has shifted its market positioning from a premium brand to a more value-oriented approach, as evidenced by the pricing strategy for its second-largest product, iced tea, which is competitively priced at 5-6 yuan for 900ml [4] - Yuanqi Forest's product mix is now more diverse and stable, featuring sugar-free and low-sugar options, which enhances its market prospects [3] Group 4: Operational Insights - The company has adopted a more cautious and disciplined approach in recent years, focusing on solidifying its foundational operations and stabilizing relationships with distributors [6] - Tang Binsen emphasized the importance of respecting market dynamics and maintaining operational efficiency without unnecessary disruptions [6]