2025年，元气森林依然在坚持自己的"变与不变"。 文/王璨 曾提出"慢即是快"，"反常识"的元气森林亦在用"不变"掌控"变"。由此，当原材料价格波动、市场需求 多变等挑战在快消业"横行"，这些供应商起始于无糖之势未燎原之时的心声，不但未改"对的时间遇到 对的人"这一判断，还在时间的沉淀下更加坚定。 元气森林手持的扩音器也是关键。一如元气森林创始人唐彬森在近日公司2025年供应商大会上所 言："这两年，正是凭借信任伙伴的精神，我们与不少合作伙伴共同实现了行业内的突破。很多事情， 只有大家一起干，才能把船划得更快。"与此同时，其也强调，只有在规则清晰、信任充足的前提下， 成本优化、技术迭代和绿色制造才能具备长期性。 数据的"变"表现直观：整体业绩连续三年保持双位数增长，今年达到26%，且电解质水、冰茶、好自 在、维生素水、气泡水组合升幅更甚，同比分别提高34%、56%、36%、128%及52%。 但格局与协同原则的"不变"烙印得愈发深刻——"现在的元气，跟其他同类品牌比起来，既有共性的渠 道布局，又有自己突出的渠道优势，竞争力越来越强了。不过，元气同事身上的气质一直没变，就是倾 听、开放，不管是沟通还是协作，都 ...

Core Insights - The company emphasizes the importance of strong partnerships with agents, focusing on collaboration and mutual trust to enhance market competitiveness in a challenging economic environment [1] - The transformation of the agent system towards a "younger" demographic is a strategic move to create an agile and loyal channel force [1] Group 1: Agent Structure - The agent team consists of diverse talent, including "second-generation" agents with deep market roots, "entrepreneurial" agents who are innovative and proactive, and a "new generation" that is willing to adapt and evolve [3] - This diverse group shares common traits such as a willingness to explore new markets, innovative marketing strategies, and a practical approach to service delivery [3] Group 2: Cultural Resonance - The rapid development of the agent group is supported by the company's commitment to mutual growth, providing policy support and hands-on assistance from senior management during market entry [5] - The company enforces a strict regional protection policy, ensuring that agents have exclusive rights to operate in their areas, which fosters a sense of partnership and trust [5] - Regular training and responsiveness to agent feedback in product development and service enhancements contribute to a culture of shared success [5] Group 3: Mutual Empowerment - The partnership between the company and its agents is characterized by a dual empowerment model, where both parties contribute to each other's success, enhancing brand value and customer relationships [7] - The company's support for agents not only strengthens their market presence but also injects vitality and insights into the company's growth [7] - This reciprocal relationship has become a core competitive advantage for the company, positioning it for future success alongside its dynamic agent network [7]