大窑刘辉：锚定年轻化、场景化，以“人货场”逻辑破局汽水市场

Core Insights - The forum "Trends Above, Faith Below" highlighted the evolving consumer landscape and the need for brands to innovate and adapt to new consumption trends [1] Group 1: Consumer Trends - Consumers are increasingly seeking high-quality products at reasonable prices, moving away from blind loyalty to either high-priced or low-priced items [3] - The concept of "rational consumption" is transforming into an opportunity for brands to adopt a "high quality-price ratio" strategy [3][4] - The unified guiding price for a 520ml glass bottle of soda from the company is set at 5 yuan, establishing a consensus that "large bottles equal high quality-price ratio" [3] Group 2: Product Strategy - The company emphasizes strict quality control in raw material selection and continuous innovation in production processes to enhance product quality [4] - Initiatives like the "Kiln Fruit Juice Traceability" activity aim to improve consumer product experience [4] Group 3: Market Positioning - The company focuses on high-frequency consumption scenarios such as family gatherings and outdoor activities, optimizing product adaptability to these contexts [5] - The brand's identity is closely tied to its classic packaging and the emotional resonance it creates with consumers, reflecting a straightforward and authentic expression [5][6] Group 4: Marketing and Distribution - The company's success is attributed to a combination of targeting a specific consumer demographic, product alignment with consumption scenarios, and deep engagement in the restaurant channel [6][7] - The brand has evolved its marketing strategies, moving from practical messaging to emphasizing emotional connections and shared experiences [6][7] - The company is also expanding its reach into instant retail, enhancing supply chain capabilities to better serve consumers [7]