时至今日，在消费者心中，"大闸蟹"几乎与"阳澄湖"画等 号，一个来自山东的品牌，如何才能在蟹的市场撕开一道口 子？ 作者： 陈月芹 封图： 本报资料室 微山湖，是中国北方最大的淡水湖，水质优良，南水北调东线工程的输水干道穿湖而过。得天独厚的地理位置和气候，赋予这里的大闸蟹独特的优势。 原永贺解释："螃蟹是冷的时候囤膏囤黄，热的时候长个蜕壳。我们地处北方，天凉得早，所以每年9月到10月中旬，在南方蟹还没完全成熟的时候， 微山湖的螃蟹品质就是全国最好的。" 然而，这份时间差带来的品质优势，在过去很长一段时间里，并未转化为品牌优势。当地的养殖户多是老一辈，习惯了传统的批发模式：一手交钱，一 手交货，稳赚不赔，不想承担风险，更不懂电商的玩法。于是，优质的微山湖大闸蟹被大量运往江苏等南方市场，贴上别家的标签，以更高的价格出 售，微山湖自己的品牌却寂寂无闻。 改变始于2024年，韩庄湾品牌负责人张贤明和原永贺想要打破这种局面。他们看到了电商的潜力，更看到了微山湖大闸蟹这个区域品牌被埋没的价 值。 这并不容易。时至今日，在消费者心中，"大闸蟹"几乎与"阳澄湖"画等号，一个来自山东的品牌，如何才能在蟹的市场撕开一道口子？ 2 ...

封面图来源：摄图网 消费市场没有不可能。 以日常饮料品类为例，目前中国市场上大约有 5000 多种饮料，但存活超过 5 年的品牌不足百个（不足 2%）。[1] 如果我告诉你，入局饮料的新玩家们，毫无经验和创业成功先例。你难免又觉得，它们活过 5 年的概率会大打折扣。 但在这之中，新锐饮料品牌「柠檬共和国」却打破了惯性认知：从 2020 年白手起家，走过了自己的第 5 年，跻身饮料行业的 2%。成立第 2 年，它就靠 着小青柠汁和冷榨柠檬液，营收破亿，业绩同比增长 300%，成了金刀奖获奖品牌。 更厉害的是，柠檬共和国几乎每年都有 1-2 件爆款新品，如今品牌营收已超 10 亿。[2] 一个"非科班"团队为什么能持续打造出市场大爆品？ 完成从 0 到 1 的破局后，又是如何思考从 1 到 10 的品牌建设？ 基于对柠檬共和国的好奇，3 年后，我们找到了柠檬共和国联合创始人阿谢聊了聊。 1 从卖不动到亿级爆品 好产品的三个关键 产品是消费品牌的核心。如果把经营一家饮料公司比作滚雪球的过程，好产品便是雪球滚动的关键一步。 好产品到底好在哪儿？ 柠檬共和国上架了定价 15元一瓶、和小瓶矿泉水规格相当的柠檬饮料，结果努 ...

图② 武陟即可达食品有限责任公司鹌鹑蛋加工现场。图片均为王琳锋 摄 图① 武陟县鹌鹑现代产业园正如火如荼建设中。 武陟鹌鹑 武陟鹌鹑产业年产值26亿元，年均孵化供应鹌鹑种苗超1亿只，鹌鹑最大存栏量达3000余万只，年产鹌鹑蛋9 万余吨，存栏量、蛋产量占全省的三分之一、全国的十分之一，孵化量更是占全省的80%。 王利明的经历，正是武陟县鹌鹑养殖发展的一个生动缩影。 20世纪80年代初，时任谢旗营镇冯李村党支部书记的冯庆双在四川考察时，敏锐地发现了鹌鹑养殖的经济价 值。 回村后，他带领几户村民采取"人背"的方式带回了鹌鹑种苗，开启了全县第一批鹌鹑养殖。那时，每个养殖 户的养殖规模仅有几百只。 鹌鹑孵化出35天后即可每天产蛋，产蛋期为10—12个月、产蛋量约250—270个。早期养殖户获得了可观的收 益后，鹌鹑养殖逐渐从一村扩展到全镇，养殖户从十几户发展到周边地区的百余户，养殖规模发展到几十万 仲秋，豫北平原的武陟县谢旗营镇，晨光初染大地，一座座鹌鹑养殖基地已悄然苏醒，迎来一天的生机。 一排排整齐的笼舍中，灰褐色的鹌鹑叽叽喳喳叫个不停，工人们轻快地穿行其间，俯身捡起一枚枚尚带体温 的鹌鹑蛋。这些新鲜的鹌鹑蛋，将在当 ...

Core Insights - The company reported a significant revenue increase of 34.1% year-on-year, reaching approximately 1.9613 billion yuan for the first half of 2025, with a net profit attributable to shareholders of about 106 million yuan, reflecting a 15.9% increase [1] - The revenue growth is primarily attributed to the company's active brand development and substantial expansion of non-Amazon channels, leading to significant growth in core brands and non-Amazon revenue streams [1] Group 1: Brand Development and Marketing - The company enhanced its brand strength through a multi-dimensional approach, achieving substantial growth in core brands [1] - Organizational restructuring focused on brand-oriented departments and vertical specialization improved resource allocation and strategic collaboration [1] - Visual upgrades to core brands and the integration of fashion elements in product design led to improved product launch efficiency and strong market performance for new products [1] - The establishment of a brand book to define user profiles and the use of overseas social media for content marketing increased brand exposure and sales conversion [1] Group 2: Channel Expansion and Revenue Growth - The company accelerated its multi-channel strategy, resulting in rapid revenue growth from non-Amazon channels while maintaining a solid growth base on Amazon [2] - Revenue from TikTok and Temu platforms saw significant year-on-year increases of 51.3% and 79.3%, respectively, while self-operated website revenue surged nearly ninefold [2] - The company optimized its global supply chain, achieving a breakthrough in overseas production capacity, particularly in Vietnam, and expanding into other Southeast Asian countries [2]

Core Insights - The company reported a significant revenue increase of 34.1% year-on-year, reaching approximately 1.9613 billion yuan for the first half of 2025, with a net profit attributable to shareholders of about 106 million yuan, reflecting a 15.9% increase [1] - The revenue growth is primarily attributed to the company's active brand development and substantial expansion of non-Amazon channels, leading to a remarkable increase in core brands and non-Amazon channel revenues [1] Group 1: Brand Development and Marketing - The company enhanced its brand strength through a multi-dimensional approach, achieving substantial growth in core brands [1] - Organizational restructuring was completed to focus on brand-oriented departments, emphasizing strategic collaboration across departments for clearer resource allocation [1] - Visual upgrades were made to core brands to enhance brand perception and aesthetic value [1] - The design department integrated fashion elements into original designs, significantly improving product launch efficiency and market performance of new products [1] - The company established a brand book to define user profiles and engaged in content marketing on overseas social media, collaborating with top KOLs for brand promotion [1] Group 2: Channel Expansion and Revenue Growth - The company accelerated its multi-channel strategy, resulting in rapid revenue growth from non-Amazon channels while maintaining a solid growth base on Amazon [2] - Revenue from TikTok and Temu platforms saw substantial year-on-year increases of 51.3% and 79.3%, respectively [2] - The company expanded its self-operated website, with revenue from this channel increasing nearly ninefold [2] Group 3: Supply Chain Optimization - The company optimized its global supply chain system, achieving a breakthrough in overseas production capacity for the first time [2] - A centralized procurement strategy was implemented, along with a supplier performance evaluation mechanism to select quality partners and effectively reduce procurement costs [2] - The company focused on establishing supply chain capabilities in Southeast Asia, particularly in Vietnam, while also expanding into Myanmar, Malaysia, and Cambodia [2]

Core Insights - The "Global Brand China Online 500 Strong List" (CBI 500) highlights the importance of consumer purchasing behavior in evaluating brands, moving beyond traditional metrics like sales revenue [2][5] - The beauty industry is identified as having the highest "brand index" among daily consumer goods, with a clear trend towards brand competition concentrated among leading brands [11][14] - International brands continue to outperform domestic brands in overall scores and representation on the list, indicating a need for domestic brands to focus on brand building [11][14] Industry Trends - The beauty sector's CBI score reached 75.83 in Q1 2025, an increase of 2.82 from Q1 2023, reflecting a strong brand presence among top players [11] - The CBI index emphasizes quality over quantity, with a scoring system that includes brand awareness, novelty, loyalty, and reputation [7][11] - The online retail market in China is significant, with the beauty segment accounting for 64.35% of total online transactions, amounting to approximately 6910.52 million yuan in 2024 [5][11] Competitive Landscape - The latest Tmall sales data indicates a growing head effect, where leading brands are capturing more market share, pushing lower-quality products out of the market [3][15] - In the recent Tmall 618 event, brands like Proya and Lancôme achieved significant sales milestones, showcasing the competitive dynamics between domestic and international brands [15][20] - International brands are regaining market strength, with companies like L'Oréal reporting a 6.9% sales growth in Q1 2025, indicating a recovery in the Chinese market [20][21] Brand Development Strategies - Tmall is shifting its focus from low-price strategies to supporting quality brands, aiming to enhance brand loyalty and consumer engagement [22][24] - The platform is investing heavily in brand support initiatives, with a budget of 200 billion yuan aimed at fostering innovative and high-quality brands [22][25] - The competition is evolving beyond product offerings to include brand equity and market positioning, with both international and domestic brands needing to adapt to these changes [25]