Core Insights - The "Mingren Phenomenon" showcases a successful case in the fast-moving consumer goods (FMCG) sector, highlighting the effectiveness of the "dual-scenario" marketing strategy in achieving double-digit growth amidst a challenging retail environment [1][7]. Group 1: Event Overview - The 7th China FMCG Conference was held in Shanghai from August 19-21, attracting over 2,500 participants including manufacturers, industry experts, and channel representatives to discuss new industry trends [1]. - The conference featured discussions on how brands can navigate growth challenges, with Mingren Soda Water emerging as a standout example of success [1][3]. Group 2: Dual-Scenario Marketing Strategy - Mingren Soda Water's growth is attributed to its "dual-scenario" marketing strategy, which includes the "pre-drinking and post-drinking" scenario and the "fire-burn-dragon" scenario, effectively embedding the product into key consumption occasions [8][9]. - The "pre-drinking and post-drinking" scenario focuses on integrating soda water into the Chinese dining and social culture, particularly in relation to white wine consumption [9][11]. - The "fire-burn-dragon" scenario targets high-traffic dining environments such as hot pot and barbecue, where there is a strong demand for beverages that alleviate spiciness and greasiness [18][21]. Group 3: Implementation and Results - Mingren's strategy involves deep collaboration with white wine distributors, leveraging their established networks to penetrate key channels such as tasting events and group purchases [11][14]. - The company has seen significant sales growth, with some trial stores reporting a sales increase of over 1000% after implementing the scenario marketing approach [23]. - Mingren has established partnerships with over 30,000 dining venues across 12 cities, generating substantial market engagement and consumer interest [23][24]. Group 4: Product and Supply Chain Strength - The success of the marketing strategy is supported by Mingren's adherence to pharmaceutical standards in product development, ensuring high-quality and health-oriented offerings [25][27]. - The company operates 30 production lines across four bases, providing a robust supply chain capable of meeting market demands [25][26]. Group 5: Future Outlook - Mingren plans to continue expanding its scenario marketing strategy, exploring new environments such as education, snack shops, and fitness centers to build a comprehensive scenario matrix [28]. - The company's approach not only drives growth but also creates sustainable value for distributors, enhancing profitability and market opportunities [28].