泰国神饮圈的爽文“男主”，一夜蒸发50亿

Core Viewpoint - The rise and fall of IFBH, a coconut water brand, highlights the volatility of consumer preferences and the challenges faced by brands that rely heavily on a single product in a competitive market [3][10][31]. Group 1: Market Dynamics - A new product, "3-second latte," has gained immense popularity, showcasing the coffee industry's ability to create trends that resonate with consumers [1]. - IFBH, once a market leader with a valuation of over 100 billion, has seen its market cap halved, losing 5 billion due to declining sales and profitability issues [7][28]. - The coconut water market is becoming increasingly crowded, with over 50 brands competing, leading to a significant drop in IFBH's market share from 55% to 34% [35][40]. Group 2: Consumer Behavior - IFBH's initial success was largely driven by Chinese consumers, contributing 92% of its global sales, but changing consumer preferences have led to a decline in its popularity [11][31]. - The brand's reliance on a single product, if coconut water, has made it vulnerable as competitors introduce a variety of new products [33][40]. - Consumers are increasingly favoring local brands that offer better price-performance ratios, impacting IFBH's sales [40][44]. Group 3: Business Strategy - IFBH's light-asset model, which allowed it to scale quickly without heavy investment in production, is now seen as a weakness as it struggles with supply chain issues and rising costs [32][44]. - The brand's marketing strategies, including celebrity endorsements and collaborations, initially attracted a young consumer base but have not been sufficient to maintain market dominance [20][22][26]. - IFBH's failure to adapt its supply chain and production strategies in response to market changes has led to quality control issues, further eroding consumer trust [51][54].