双奖加持，东鹏饮料“十四五”高质量发展成行业标杆

Core Insights - The conference in Zhengzhou focused on the achievements of the food industry during the 14th Five-Year Plan and the outlook for the 15th Five-Year Plan, emphasizing the theme "Crossing Cycles, Creating New Patterns" [1] - Dongpeng Beverage was awarded the "Benchmark Enterprise" title and its leader Lin Muqin was recognized as a "Leading Figure," highlighting the company's high-quality development during the 14th Five-Year Plan [1] Product Innovation - Dongpeng Beverage has adopted a differentiated innovation strategy to break through market competition, transitioning from a niche player to a multi-category growth matrix [2] - The company launched PET bottled Dongpeng Special Drink in 2009, addressing unmet consumer needs and quickly gaining market share in lower-tier cities [2] - During the 14th Five-Year Plan, Dongpeng expanded its product innovation strategy to a "1+6" multi-category matrix, with Dongpeng Special Drink as the cornerstone and other products like Dongpeng Water and fruit tea contributing to growth [2][3] Financial Performance - According to Frost & Sullivan, Dongpeng Special Drink has maintained the top position in China's functional beverage market for four consecutive years since 2021 [3] - For the first three quarters of 2025, Dongpeng Beverage reported a cumulative revenue of 16.844 billion yuan, a year-on-year increase of 34.13%, with Dongpeng Water contributing 2.847 billion yuan, increasing its market share significantly [3] Digital Transformation - Dongpeng Beverage established a comprehensive digital operation platform early in the 14th Five-Year Plan, transitioning from a traditional fast-moving consumer goods company to a data-driven enterprise [4] - The "Five-Code Association" technology system allows for full lifecycle tracking of products, enhancing production efficiency and reducing risks [4][5] - The company has built a digital network connecting over 3,200 distributors and 4.2 million retail outlets, enabling real-time inventory and sales data management [5] Consumer Engagement - Dongpeng's digital marketing initiatives, such as "Scan to Win Red Packets," have connected 250 million consumers, enhancing brand loyalty and driving sales [6][7] - The "One Yuan Enjoyment" campaign has seen high consumer participation and a 47.5% repurchase rate, creating a closed-loop growth model [7] Green Transformation - Dongpeng Beverage is committed to green transformation, implementing solar power systems in production bases and reducing carbon emissions significantly [8] - The company has improved resource efficiency by using biodegradable packaging and optimizing logistics to lower carbon footprints [8] Social Responsibility - Dongpeng actively engages in social responsibility initiatives, providing support in disaster relief, healthcare, and education, demonstrating its commitment to societal value [9] Strategic Leadership - Lin Muqin's strategic vision has been pivotal in Dongpeng's growth, focusing on multi-category, all-channel, and digital strategies to adapt to market changes [10] - His leadership emphasizes the importance of a data-driven approach and the establishment of a symbiotic ecosystem among brands, channels, and consumers [10] Conclusion - Dongpeng Beverage's evolution from a local enterprise to a leading player in the beverage industry exemplifies the shift in China's food industry from scale expansion to value creation, providing a replicable model for high-quality development [11][12]