5 月 7 日 ，贵州茅台在其官方微博发文宣布，张艺兴正式成为茅台文旅代言人。 证券时报记者注意到，茅台文旅此前并未有过代言人，张艺兴是茅台文旅首位代言人。业内人士指出，茅台文旅选择张艺兴作为代言人或与公司产品年轻化 的战略布局有关。张艺兴作为新一代年轻偶像，他的加入，无疑为茅台品牌形象注入了新的活力。 张艺兴成为茅台文旅代言人 5月7日，贵州茅台官方微博发文宣布，张艺兴正式成为茅台文旅代言人。 据了解，5月17日—18日，茅台集团将携手央视总台旗下央视传媒联合举办"2025年贵州黄小西T²音乐与艺术节"。届时，张艺兴将以茅台文旅代言人的身份出 席并参与演出。 年轻化战略布局 作为中国传统文化的代表之一，茅台拥有着深厚的历史和文化底蕴。同时，茅台酒还拥有着独特的酿造工艺和品质优异的口感，这些都成为了茅台品牌价值 的重要组成部分。 不过，随着消费市场的变化，越来越多的年轻消费者开始关注品牌的文化内涵和代言人的形象。茅台文旅此次选择张艺兴作为代言人，无疑是茅台品牌年轻 化战略的一部分。 公开资料显示，茅台文旅是茅台集团下属全资子公司，以塑造中国一流绿色生态酒旅融合标杆为愿景，致力把茅台文化资源、文化资产优势转化为 ...

另据九派财经，酒业独立评论人肖竹青告诉记者，他从贵州茅台高层处了解到，茅台集团和茅台股份有 限公司都不可能聘请形象代言人，"茅台集团的子公司有时候会根据市场推广需要请一些艺人参加活 动，但这不能说是贵州茅台聘请代言人。" 5月7日，#茅台 张艺兴# 词条登上微博热搜，部分微博用户提及"张艺兴成为茅台首位代言人"的消息， 例如有账号称"茅台空降首位代言人张艺兴"。但该信息未得到官方正式确认，多数粉丝和账号强调"非 官宣不约"。 一方面有分析认为，这可能是茅台为拓展年轻消费群体、推动品牌年轻化的转型尝试。张艺兴的国民度 和正面形象被认为与茅台高端调性有一定契合。但也有质疑指出，茅台的高端商务定位与张艺兴粉丝群 体（偏年轻化）的消费场景适配性存疑。 有用户猜测此举是茅台为拓展年轻消费市场的策略，认为张艺兴的国民度与品牌调性契合。新浪科技就 此向茅台求证，官方回应称：将跟相关部门核实，网上看到的多为个人言论，请以官方消息为准。 资料显示，张艺兴1991年10月7日出生于湖南省长沙市，是中国内地流行乐男歌手、影视演员、音乐制 作人。其代言的品牌涵盖多个领域，包括高级珠宝、腕表、时尚及快消品等。 上述报道称，该传闻或与将 ...

Core Insights - Company reported a revenue of approximately 2.751 billion yuan for 2024, representing a year-on-year growth of 4.09% and a net profit of approximately 28.9438 million yuan, up 30.16% year-on-year [1] - In Q1 2025, the company achieved a revenue of approximately 654 million yuan, a year-on-year increase of 1.75%, and a net profit of approximately 13.3067 million yuan, up 28.38% year-on-year [1] - The total number of operating stores reached 1,968, including 1,471 franchise stores and 497 directly operated stores, with a net increase of 31 stores during the same period [1] Business Model and Sales Channels - The company's primary sales channel is the "Yiming True Fresh Milk Bar" chain, supplemented by non-store sales channels such as regional distribution and direct sales [2] - The milk bar model combines fresh dairy products with baked goods, catering to the demand for convenient ready-to-eat food in densely populated areas [2] - The company emphasizes the freshness and health characteristics of its products, expanding the variety of dairy products offered alongside baked goods [2] Research and Development - The company increased its R&D investment, with R&D expenses reaching 55.8885 million yuan in 2024, a year-on-year growth of 13.13% [2] - The company holds a total of 69 valid patents, including 16 invention patents, 17 utility model patents, and 36 design patents, establishing a comprehensive protection system [2] - The company has developed and published its own standards for "nutritious breakfast," covering nutrient ratio models and visual identification systems [2] Production and Logistics - The company has established three efficient and intelligent central factories, enabling same-day production and delivery of products [3] - With the rapid growth of e-commerce, the order volume has increased by 200%, and the company has set up five distribution centers in central and eastern China to improve delivery efficiency [3] - The company has implemented a "Smart Yiming" integrated production and sales information system, receiving recognition as a pilot demonstration project for the integration of manufacturing and the internet [3] Market Positioning and Strategy - The company aims to maintain its position as the "first brand of milk bar chain in China" by expanding its channels through differentiated models such as experience stores and standard stores [3] - The focus is on the core consumer group of families with post-95s, enhancing product offerings and marketing strategies around four key consumption scenarios: nutritious breakfast, healthy lunch, colorful afternoon tea, and children's social spaces [3] - The company is committed to brand rejuvenation and precise targeting of its audience through improved product strength and creative promotions [3]

Core Insights - Li Ziyuan reported strong operational resilience in its 2024 annual report, achieving a revenue of 1.415 billion yuan and a net profit of 224 million yuan, with a significant increase in e-commerce revenue by 90.46% [2][5] - The company plans to enhance its product sales on e-commerce platforms and has set new product sales ratio as a key focus [2] - For Q1 2025, Li Ziyuan's revenue reached 320 million yuan, with a net profit growth of 16.17% [2] Financial Performance - In 2024, Li Ziyuan's operating cash flow was 360 million yuan, indicating a healthy cash flow situation [2] - The company proposed a cash dividend of 5 yuan per 10 shares, totaling 194 million yuan, with a dividend payout ratio of 86.57% [2] - The dividend payout ratios from 2021 to 2024 were 37.15%, 41.18%, 81.76%, and 86.57%, showing a consistent increase [2] Market Position and Strategy - Li Ziyuan targets young consumers with its product offerings, including various types of dairy beverages, and has captured nearly 50% market share in the dairy beverage sector [5][6] - The company has implemented a brand rejuvenation strategy, launching new advertising campaigns and engaging celebrity endorsements [5][6] - New product lines, such as zero-sugar sweet milk and functional beverages, have been introduced to meet health-conscious consumer demands [6] Expansion and Innovation - Li Ziyuan is expanding its global footprint, with 30 tons of sweet milk shipped to Thailand and orders exceeding 1200 tons in Southeast Asia [7] - The company has established several production bases and is enhancing its production capabilities with new lines and smart upgrades [6][7] - Li Ziyuan collaborates with academic institutions for product innovation and has contributed to national standards in the industry [7] Future Outlook - The company anticipates a shift in consumer demographics, focusing on the younger generation's preferences and accelerating e-commerce sales channels [7]

Core Insights - The company, Xiangpiaopiao, reported a revenue of 3.287 billion yuan and a net profit of 253 million yuan for the year 2024, with a notable 8% year-on-year growth in the ready-to-drink segment, driven by the Meco fruit tea series which grew by 20.69% [1] - The company is undergoing a transformation to address the challenges posed by declining consumer demand and increasing competition from freshly made tea drinks, focusing on brand rejuvenation, product healthiness, and differentiated offerings [1][4] Brand Rejuvenation - Xiangpiaopiao has successfully engaged younger consumers by launching "original leaf brewing" pop-up stores in Hangzhou and Chengdu, creating emotional resonance through interactive experiences [4] - The brand's social media presence surged, with a 320% increase in content volume and over 5.45 million interactions in December 2024, indicating effective experiential marketing [4] - The pricing strategy aligns with market trends, offering high-quality products at competitive prices, such as the "original leaf brewing" light milk tea priced between 9-12 yuan, appealing to cost-conscious young consumers [4][5] Product Healthiness - The company has implemented a "three-zero standard" (zero trans fats, zero plant fats, zero artificial flavors) to enhance the health profile of its products, positioning them as fresh and high-quality alternatives [6][8] - The "original leaf brewing light milk tea" exemplifies this health upgrade, utilizing high-quality tea leaves and advanced preservation techniques to ensure freshness and taste [6][11] - This health-focused approach not only challenges traditional perceptions of instant tea but also aligns with the growing consumer demand for healthier options [8] Ready-to-Drink Growth Logic - Xiangpiaopiao has chosen to focus on the cup-based market rather than the bottled segment, achieving a 13.89% year-on-year growth in ready-to-drink sales for Q1 2025, with Meco fruit tea sales increasing by 20.68% [9] - The company employs a customized channel strategy, tailoring products to different consumer needs and occasions, such as small packaging for convenience stores and gift sets for the gifting market [9][10] - Marketing efforts are concentrated in key cities, utilizing a combination of online and offline strategies to enhance brand visibility and consumer engagement [10] Research and Development Focus - The company increased its R&D investment by 14.06% year-on-year, outpacing revenue growth, indicating a commitment to innovation in a competitive market [10] - Advanced sterilization technologies are being integrated into core products, ensuring freshness and quality while eliminating preservatives [11] - The shift from marketing-driven to product-driven strategies is seen as crucial for long-term value creation and sustainable growth [11]

Core Viewpoint - The comparison between Moutai and 1982 Lafite reveals significant differences in cultural attributes, market structure, and consumption logic, indicating that while Moutai is unlikely to "fall from grace" in the short term, structural risks should be monitored in the long term [1][9]. Group 1: Brand Analysis - Moutai is a high-end Chinese liquor with strong cultural and social significance, particularly in business and government contexts, while 1982 Lafite is a luxury wine primarily associated with wealth and investment [3][5]. - Moutai's demand is mainly driven by the domestic market, especially for business banquets and gifts, whereas Lafite's appeal is more international but has been largely fueled by domestic speculation [5][7]. Group 2: Cultural and Market Dynamics - Moutai's cultural roots and its status as a representative of Chinese liquor provide it with a strong market position, while Lafite faces intense competition from other wine brands [7][11]. - Moutai benefits from government support and limited production capacity, whereas Lafite's market is more susceptible to economic fluctuations due to its reliance on investment and collection demand [5][13]. Group 3: Supply and Investment Characteristics - Moutai maintains its price stability through supply control and direct sales reforms, with a production volume of only 66,000 tons in 2022, making it relatively scarce [13][14]. - The investment characteristics of Moutai are closely tied to its physical asset value, while Lafite's financialization is more pronounced, with its price fluctuations correlating with other asset classes like art and cryptocurrencies [14][21]. Group 4: Potential Risks - Moutai faces challenges from a generational consumption gap, as younger consumers show less interest in traditional liquor, necessitating innovative marketing strategies [16][17]. - Economic slowdowns and changes in government-business relationships could shrink Moutai's core consumption scenarios, while counterfeit products pose a significant threat to its brand integrity [17][18]. Group 5: Historical Insights and Future Outlook - The decline of 1982 Lafite was primarily due to over-financialization, market saturation from alternative wines, and a trust crisis stemming from counterfeit products [21][22]. - Moutai's current strong position is supported by its essential demand and cultural significance, but it must adapt to changing consumer preferences and technological innovations to sustain its market leadership in the long term [22][23].

Core Insights - MG brand is positioning itself as a "global urban adventure toy" with innovative designs and a youthful image, aiming to attract young consumers both domestically and internationally [1][2][3] Brand Reconstruction - The concept of youthfulness for MG is not merely an age label but reflects the evolving demands of a new generation, emphasizing emotional resonance, cultural identity, and technological equity [2][3] - MG's new brand proposition "YOUNG FOREVER" focuses on three key themes: youth, fashion, and intelligence, aligning with contemporary consumer expectations [2][3] Product Strategy - MG plans to launch eight new vehicles over the next two years, enhancing its electric and intelligent technology offerings while expanding its sales channels to reach a total of 400 outlets by 2025 [3][4][5] Market Performance - In Q1 2025, MG's retail sales reached 25,839 units, with March sales exceeding 10,000 units, indicating significant growth in both retail and market share [4] - MG's performance in overseas markets is particularly strong, with a projected delivery of 243,400 units in Europe for 2024, making it the first Chinese automotive brand expected to surpass 3 million cumulative sales globally [4] Marketing and Sales Strategy - MG is focusing on brand building as a top priority, establishing a dedicated team to enhance its youthful and fashionable image [4][6] - The company aims to improve product quality and quantity, with a new product matrix planned for the next 18 months [5][6] - A new marketing strategy will leverage MG's history to create engaging content, while optimizing sales channels through innovative approaches like community stores and online platforms [6] Ecological Integration - MG's design philosophy emphasizes leading trends rather than following them, with a focus on creating a unique relationship with consumers [7] - The upcoming MG4 model will feature a smart cockpit developed in collaboration with OPPO, enhancing the user experience through seamless integration of technology [8] - MG's commitment to youthfulness is reflected in its innovative designs, such as the Cyber X, which embodies a spirit of adventure and modern aesthetics [7][8]

以下文章来源于TopDigital ，作者TD TopDigital . TopDigital 关注数字时代如何做好品牌营销。专访大品牌和500强，深挖营销案例背后的品牌生意方法 论。通过内容、活动及赛事，为100万+品牌营销人士提供专业服务。 不知道大家有没有发现，这几年去逛超市、便利店，突然发现货架上多了一种叫作「梅冻」的产品。吃 起来带着一股梅子的酸甜，热量也不高，当我发现自己复购了一遍又一遍的时候，对这个产品产生了好 奇，查了查资料。 原来这个不知道最近哪一年冒出来的黑马产品，背后有这么多故事。 先说大背景，「梅冻」定位为"天然果冻"，它所属的休闲零食市场，市场规模高达1.16万亿，不过竞 争格局分散，同质化严重是最大的挑战之一。 关于同质化这一点，来伊份首席增长官姜振多、三全食品总裁陈希、喜茶等知名企业（及高层）均公开 表达过担忧——"趋同的产品将消耗用户热情"、"同质化竞争已导致价格战泛滥"…… 再说说小背景，「梅冻」所属公司溜溜梅的主要产品为果脯蜜饯。 图片来源：微博@溜溜梅 果脯蜜饯属于休闲零食市场里的一大子类别，当今消费者越来越偏好健康、低糖低盐、纯净配料的零 食，除了上述同质化问题之外，这 ...

在全球经济增速放缓、能源转型加速的背景下，两轮电动车品牌雅迪科技集团（以下简称"雅迪"）交出了一份成绩单：2025年第一季度销量超400万辆，同 比增长近100%。作为全球两轮电动车销量冠军，市占率持续攀升，雅迪及其背后的核心驱动力，值得深入探究。 在2024年底签约顶流明星王鹤棣后，从与粉丝共同庆生到线下演唱会打call再到发布会明星惊喜空降，雅迪以一次次地"硬核宠粉"博得全网年轻人的喜爱。 以用户为核心 实力宠粉收获粉丝青睐 此外，还有主打长续航和智能配置的冠能系列，作为雅迪的旗舰车型成为行业强实力单品。一直以来，雅迪的产品策略以"场景化"为核心，精准满足全球亿 万用户的多样化需求，而全矩阵产品的打造来自于充裕的技术储备。 多年来，雅迪坚持以技术创新作为企业硬实力的底牌，让技术投入成为其区别于其他品牌的核心优势。雅迪自2016年上市至2024年累计研发投入超59.27亿 元，拥有3个国家级CNAS实验室。 凭借长期的巨额研发投入和2000余项专利，有第三方分析显示雅迪的技术迭代速度远超行业平均水平。这种"技术即护城河"的策略，让雅迪在竞争激烈的市 场中取得身位优势。。 在一季度的新车抢购群体中，年轻用户占 ...

Core Insights - In 2024, the company achieved total revenue of 6.266 billion yuan, a year-on-year increase of 28.6%, and a net profit of 1.068 billion yuan, up 21.3% [1] - The core driver of this growth is the vegetable product line, particularly "konjac snacks," which generated 3.371 billion yuan in revenue, a 59.1% increase, making it the largest revenue source for the company [1][2] - The transition from reliance on spicy strips to a diversified product matrix marks a significant structural change for the company [1] Revenue Breakdown - The vegetable product line accounted for 53.8% of total revenue, surpassing spicy strips for the first time [1] - The spicy strip segment generated 2.667 billion yuan, with a modest growth of 4.6%, and its revenue share decreased to 42.6% [4] - The company’s revenue from offline channels reached 5.562 billion yuan, a 27.5% increase, while online sales amounted to 705 million yuan, growing 38.1% and representing 11.3% of total revenue [2] Product Innovation and Marketing - The company launched over 20 new products in 2024, including "Little Witch" konjac tripe and "Crispy Fire" spicy chips, catering to diverse taste preferences [3] - The marketing strategy emphasizes a youthful image, utilizing social media narratives to resonate with Generation Z, which has helped increase the average transaction value from 14.3 yuan/kg in 2019 to 20.5 yuan/kg in 2024 [3] Strategic Challenges - Despite efforts to reduce dependence on spicy strips, the sales volume of spicy strips has declined significantly, from 193,600 tons in 2021 to 124,400 tons in 2023, a drop of 35.7% [4] - The company faces challenges in balancing health trends with the traditional image of spicy strips, as well as competition from lower-priced private label products in lower-tier markets [4] Management and Governance - In March 2024, the CEO resigned, and the founder took over, raising concerns about governance structure due to increased family control [5] - The company needs to find a balance between family control and professional management to ensure sustainable growth [6] Market Outlook - The stock price increased by over 128% in 2024, with a market capitalization of 38.6 billion HKD, indicating positive market sentiment [6] - Analysts predict that by 2027, e-commerce and bulk channels will account for 19.4% and 14.9% of revenue, respectively, highlighting future growth potential [3] Conclusion - The company's 2024 financial report illustrates a successful transformation through product innovation, channel diversification, and brand rejuvenation [6] - The case of the company serves as a testament to the necessity of "product innovation + channel refinement + capital empowerment" for sustainable growth in the competitive landscape of the snack food industry [7]