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新晋「网红」饮料,征服中产失败?
创业邦·2025-05-23 10:06

Core Viewpoint - The article discusses the rise of the energy drink brand Monster in China, its association with the "地雷系" (Dilei system) subculture, and the challenges it faces in a competitive market where it struggles to resonate with the broader youth demographic [60][88]. Group 1: Brand Identity and Market Position - Monster is a relatively young but rapidly growing American brand that captured over 30% of the U.S. energy drink market by 2020, second only to Red Bull [60]. - The brand has been marketed towards extreme sports and youth culture, but its appeal in China has been limited due to cultural differences [60][88]. - Monster has launched over 150 new flavors and designs to cater to the personalized needs of young consumers, but its branding has become closely tied to a niche subculture [66][88]. Group 2: Cultural Relevance and Consumer Behavior - The "地雷系" subculture, characterized by its unique aesthetic and lifestyle, has adopted Monster as a fashionable symbol, leading to a shift in the brand's identity from a mainstream energy drink to a niche product [37][48]. - The article highlights that while Monster has gained popularity among a specific group, it has lost broader appeal, as evidenced by its absence from the top five energy drink brands in China, which collectively hold 83% of the market [78][88]. - The cultural disconnect is evident as Monster's marketing strategies, which emphasize extreme and rebellious themes, do not align with the current preferences of Chinese youth, who prioritize self-care and emotional management [84][86]. Group 3: Competitive Landscape - The energy drink market in China is highly competitive, with established brands like Red Bull and Eastroc dominating various consumer segments [71][72]. - Monster's entry into the market faced significant challenges due to the already saturated landscape, leading to limited market penetration [70][88]. - The brand's attempt to introduce localized flavors, such as the "龙茶" (Dragon Tea), has not resonated with the target demographic, further complicating its market position [77][88].