以下文章来源于财经天下WEEKLY ，作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号，提供有品质的深度报道，讲述中国企业在时代浪潮中的精彩故事。 泰国富二代创办的if椰子水，凭借精准踩中健康消费趋势、轻资产的高效运营模式，以及差异化产品设 计等策略，在中国卖爆了，一年创收10个亿。最近，更是交了招股书，打算闯关港交所。不过，这个 椰子水老大躺着赚钱的好日子结束了，如今正在被9.9元中国同行绞杀。 图片来源：if天猫旗舰店 中国人买爆泰国椰子水 4月20日的晚上，北京朝阳区的一个健身房里，一场私教课结束后，30岁的张笑，拧开一瓶透明塑料瓶 装的椰子水，仰头灌下一大口。饮料进入喉咙后，她扫了一眼瓶身的配料表——100%椰子水。这款名 为if的椰子水，她近段时间以来常喝，因为没有任何添加剂。 距离她1000多公里的安徽，90后然然当天也下单了一箱if椰子水，这是她本月第三次采购，她家饮水 机旁上次购买的一箱if椰子水，如今只剩下一瓶。 if，是当下最火的椰子水，市场份额排名第一，是第二名超吉椰的四倍多。7年前，泰国富二代彭萨克 带领if进入中国市场时，很少有人能够想到，这个品牌会在多年后以迅猛之姿 ...

Core Viewpoint - The article emphasizes the importance of promoting health consumption as a key driver for economic growth and improving the quality of life for citizens, through a comprehensive action plan issued by multiple government departments [1][4]. Group 1: Health Consumption Trends - Health consumption is increasingly recognized as essential for overall development and economic progress, with a significant rise in public health awareness and market potential [2]. - The health consumption market is expanding rapidly, characterized by innovative business models and a shift towards higher quality and more diverse consumption structures [2]. Group 2: Key Initiatives in the Action Plan - The action plan outlines ten key tasks aimed at enhancing health consumption, including improving dietary consumption levels, optimizing the supply of special foods, and expanding fitness and health service sectors [1][4]. - A focus on food safety and nutrition is highlighted, with initiatives to strengthen the connection between high-quality agricultural products and consumers, ensuring safe and nutritious food access [2]. Group 3: Infrastructure and Services - The plan aims to enrich fitness and sports consumption scenarios by investing in infrastructure such as sports parks and fitness centers, thereby making fitness more accessible to the public [3]. - There is a specific emphasis on enhancing services for the elderly, addressing their diverse needs through the development of health management and wellness services tailored for older adults [3]. Group 4: Economic Impact - Health consumption is positioned as a vital component for stimulating overall consumption and expanding domestic demand, with the action plan expected to drive economic growth by meeting health consumption needs [4].

与此同时，上海凤凰将关注点转向内销市场。3月18日，原本向美国市场输出的童车产能，"转战"东方 甄选直播间。经过连续40小时的直播，访客人数达到164.6万人次，成交金额达到715.8万元。上海凤凰 办公室主任徐力告诉记者："本来我们打算播20小时，后来看到气氛越来越火爆，双方当即决定，再延 长20小时。" 面对关税大棒，128岁的上海凤凰自行车正在谋求逆风突围：并购日本百年品牌丸石之后抢占高端市 场，在印尼斥资建厂对冲贸易风险；40小时直播狂揽715万元销售额，将受阻的产能"转战"国内骑行消 费新蓝海…… "近阶段我们受损产品，主要是在美国沃尔玛等大型商超售卖的，但由于我们近几年不断调整出口方向 和产品结构，这给了我们一定的回旋余地。"凤凰集团总经理王朝阳介绍道。 事实上，早在特朗普上一任期启动贸易战1.0版时，上海凤凰便已经开始未雨绸缪。2020年，通过并 购，上海凤凰成功将有着131年历史的日本丸石品牌纳入麾下。丸石在日本家喻户晓，此次并购，让上 海凤凰拿到了与国际品牌同场竞技的"门票"。 近年来，上海凤凰又不断加大凤凰锂电专属子品牌Phoenix Electric的研发和市场拓展力度。如今，包括 都市 ...

Group 1 - The company has launched a new vegetarian product in the Sam's Club channel, which is expected to contribute positively to revenue growth. The product is a vegetarian gift pack priced at 49.9 yuan for 900g [1] - The new product emphasizes zero additives and low fat, aligning with the health consumption trend. The company has been continuously developing customized products in collaboration with membership stores, showcasing strong product development capabilities [2] - The company has accumulated extensive R&D experience in processing techniques, allowing for continuous breakthroughs in product expansion. Recent innovations include products like chicken feet and vegetarian options in various membership stores [2] Group 2 - The company is expected to achieve significant revenue growth in the coming years, with projected revenues of 1.557 billion, 1.843 billion, and 2.027 billion yuan for 2025-2027, representing year-on-year growth rates of 31.71%, 18.33%, and 10.00% respectively [3] - The projected net profit for the company for the same period is estimated at 200 million, 231 million, and 260 million yuan, with corresponding year-on-year growth rates of 26.99%, 15.85%, and 12.47% [3] - The company maintains a "recommended" rating with projected price-to-earnings ratios of 25.1, 21.7, and 19.3 for 2025-2027 [3]

Core Viewpoint - The article discusses the shift in consumer behavior among young people towards high cost-performance consumption, emphasizing practical and affordable luxury experiences rather than excessive spending [3][21][36]. Group 1: Affordable Luxury Experiences - Young consumers are increasingly seeking high-quality experiences at lower prices, such as staying in luxurious hotels in small towns for as low as 260 yuan per night, which includes breakfast and excellent amenities [6][19]. - The trend of "county tourism" is rising, with 27.7% of travel bookings in the first quarter of 2024 coming from mid-sized cities, and 48.1% of travelers being from the post-90s generation [9][19]. - Hotels are innovating by offering "leftover blind boxes," allowing consumers to enjoy high-quality meals at a fraction of the cost, such as a buffet for only 79 yuan [15][19]. Group 2: Health and Wellness Consumption - Young consumers are exploring new health-related consumption options, such as utilizing hospital rehabilitation departments as affordable alternatives to gyms, with costs as low as 200 yuan after insurance reimbursement [22][27]. - The concept of "work therapy hot springs" is gaining popularity, where consumers can enjoy therapeutic baths at low prices, with services often covered by insurance [28][39]. - The health industry is projected to reach a total revenue of 9 trillion yuan in 2024, indicating a significant growth in health-related consumption [39][41]. Group 3: Consumer Behavior Trends - The younger generation is becoming more price-sensitive and quality-conscious, seeking to balance cost and value in their purchasing decisions [36][38]. - The shift towards practical consumption reflects a broader awakening to the pitfalls of consumerism, where consumers are reclaiming their purchasing power by prioritizing utility over status [34][36]. - Businesses must adapt to these changing consumer preferences, as low-cost, low-quality products are likely to be phased out in favor of higher value offerings [38][41].

Core Viewpoint - The recent initiatives aim to stimulate market vitality and promote economic growth through various measures that positively impact both businesses and consumers [1] Policy Support Enhancement - The government is increasing policy support through fiscal subsidies and tax incentives to alleviate the burden on enterprises, particularly small and micro businesses, by providing special subsidy funds for equipment upgrades and service optimization [2] - Specific consumption sectors will benefit from tax reductions, directly increasing corporate profits and enabling further investment in product upgrades and market expansion [2] Expansion of Consumption Scenarios - New measures encourage the development of emerging consumption scenarios such as night economy and outdoor consumption, alongside traditional commercial areas [3] - Initiatives include creating unique night markets, setting up mobile stalls, and hosting outdoor music festivals to attract more consumers and enhance the consumption atmosphere [3] Online and Offline Integration - A significant highlight of the new initiatives is the promotion of online and offline integration, encouraging businesses to engage in online marketing through live streaming and online stores [9] - This model allows consumers to enjoy the convenience of online shopping while also experiencing products in physical stores before making a purchase, enhancing shopping flexibility and sales efficiency for businesses [9] Issuance of Consumption Vouchers - The distribution of consumption vouchers has emerged as an effective tool to stimulate spending, with various denominations and applicable areas, including dining, tourism, and shopping [10] - These vouchers lower consumer costs, encouraging spending and driving revenue growth in related industries [10] Improvement of Service Quality - The new initiatives emphasize enhancing service quality by requiring businesses to improve employee training and service awareness [11] - Improved service quality leads to higher consumer satisfaction, increasing purchase frequency and creating a positive feedback loop [11]

Group 1 - The core idea is that Xi'an is actively developing its "first store economy," significantly diversifying and internationalizing its consumer market, with a projected addition of 436 new brand first stores in 2024, representing a 24.5% increase from 2023 [1][3] - Among the new first stores, 367 are domestic brands (84.1%) and 69 are international brands (15.8%), indicating a strong focus on local brand development [1] - In terms of store levels, Xi'an will see 13 national first stores, 168 Northwest first stores, 10 Shaanxi first stores, and 245 Xi'an first stores in 2024, with the Northwest first stores accounting for 38% of the total new first stores, showing a significant increase of 76.8% from 95 stores in 2023 [1] Group 2 - The Xi'an Municipal Bureau of Commerce aims to leverage the city's resource advantages and cultural heritage to stimulate large-scale consumption, expand service consumption, and develop new consumption models, including the first store economy, silver economy, night economy, and holiday economy [2] - The focus will also be on promoting digital, green, health, and service consumption, indicating a comprehensive approach to enhancing the consumer landscape in Xi'an [2]

Core Insights - Nongfu Spring reported a total revenue of 42.9 billion yuan for 2024, a year-on-year increase of 0.5%, with a net profit of 12.123 billion yuan, also up by 0.4% [1] - The company's first major revenue source shifted from water products to ready-to-drink tea products, which generated 16.745 billion yuan in revenue, accounting for 39% of total revenue, while water products generated 15.952 billion yuan, making up 37.2% [1][2] - Chairman Zhong Shanshan highlighted that the company faced organized and prolonged attacks on its brand image in 2024, which tested its reputation but ultimately reaffirmed the quality of its water sources and products [1] Revenue Structure - In 2023, water products were the largest revenue source at 20.262 billion yuan, but in 2024, ready-to-drink tea products surpassed this with 16.745 billion yuan [1] - The ready-to-drink tea segment includes brands like Dongfang Shuye and Chawu, which have seen significant growth due to rising health-conscious consumer demand [2] - The ready-to-drink tea market is experiencing strong growth, with Dongfang Shuye's sales increasing by over 90% year-on-year in the first half of 2024 [2] Strategic Developments - Nongfu Spring is investing in water source development, with the addition of a new water source in Huangshan and six other projects being advanced nationwide in 2024 [2] - The company aims to become a world-class international enterprise, exploring overseas market opportunities and leveraging China's biodiversity to introduce more health products globally [2]

Group 1 - The core viewpoint of the article highlights the growing potential of the health consumption market, driven by new policy initiatives aimed at boosting consumption [3] - The "Special Action Plan to Boost Consumption" issued by the Central Committee and the State Council emphasizes the importance of health consumption as a significant part of the new consumption market [3] - There is an increasing demand for health services among consumers, indicating a shift towards prioritizing health and wellness in their purchasing decisions [3][7] Group 2 - Consumers are now focusing not only on the functional aspects of products but also on their emotional and experiential value [5] - Sports brands are innovating their business models from pure product sales to a combination of "products + services + community," enhancing the overall consumer experience [5] - The trend of creating offline sports communities is helping brands to engage consumers and foster a sense of enjoyment in physical activities [5] Group 3 - The health consumption sector in China is expanding its consumer base, with more young people adopting an "active management" approach to their health [7] - The phrase "the state calls you to lose weight" has become a popular trend, reflecting new health consumption demands and the pursuit of scientific weight management solutions [7] - As health management becomes a priority for more consumers, the health consumption market is expected to accelerate, leading to an optimized and upgraded consumption structure [7]