终端豹变，供需两线变一线丨林枫谈2026①

Core Insights - The industry is experiencing a contraction, necessitating a shift in mindset and resource allocation to adapt to the current economic climate and develop new capabilities [2][21] - Companies that have successfully anticipated market changes and upgraded their marketing strategies have shown growth, even in a challenging environment [2][3] Group 1: Industry Challenges - The traditional supply-demand model is becoming unbalanced due to environmental changes, leading to inefficiencies in resource allocation and marketing strategies [3] - The decline in consumption and fragmented media has disrupted the effective cultivation of consumer demand, resulting in unsold products and wasted investments [3][4] Group 2: Marketing Evolution - The industry has responded by increasing experiential marketing efforts, such as tasting events and brand experiences, but these efforts often fail to create effective brand narratives [4] - The outdated transactional model in the industry limits the potential of retail channels, particularly in the context of evolving consumer expectations [5][6] Group 3: Retail Channel Dynamics - The emergence of influential retail channels, particularly smoke shops, has transformed the marketing function, allowing for a more integrated supply-demand relationship [5][6] - Retailers are becoming pivotal in brand promotion and consumer trust, with their influence directly impacting product success in local markets [6][7] Group 4: Transactional Model Issues - The current transactional model leads to price confusion and undermines retailer motivation, creating a detrimental cycle for both manufacturers and retailers [7] - Multiple distributors for a single product create market chaos, harming the overall sales environment [7] Group 5: Strategic Recommendations - Companies need to shift their focus from traditional transaction-based models to a more integrated approach that emphasizes brand value and consumer engagement [21] - Implementing systematic changes in marketing strategies, including the use of digital tools and enhanced retailer relationships, is essential for future success [8][21]