Workflow
品牌战略升级
icon
Search documents
天佑德酒的“十四五”答卷:从高原走向世界的坚韧与蝶变
Sou Hu Wang· 2025-09-29 02:47
"十四五"规划期间,白酒行业步入了一轮深刻的结构性调整与存量竞争周期。作为一家根植于青藏高 原、拥有鲜明文化特征的酒企,天佑德酒主动求变,以一系列前瞻性的战略布局应对行业变局。在行业 深度调整期,企业战略的清晰度与执行力,是决定其能否穿越周期、行稳致远的关键。 近期,中国上市公司协会联合新华财经等媒体开展"我在'十四五'这五年 上市公司在行动"主题宣传活 动,多角度展现千行百业上市公司在"十四五"期间实现的发展成果。 2022年,"青青稞酒"正式更名为"天佑德",这一看似简单的改名背后,正是一家区域酒企五年转型的缩 影:从几十元的裸瓶酒延伸到千元价格带,从青海一隅推向北美大陆,从传统酿造到数字化生产......它 的轨迹既带有高原特有的稀薄氧气,也映射出"十四五"期间天佑德人系统性重塑品牌形象与业务布局, 旨在构筑其独特核心差异化竞争力的发展之路。 高原风土与产业扶贫的"金粒"逻辑 一粒粒青稞,不仅是世代农牧民的口粮,更承载着独特的文化符号与绵延数百年的酿酒文明。 天佑德青稞酒之所以与众不同,首先在于其原料的纯粹与独特。这里,冬无严寒、夏无酷暑的独特地理 环境,为青稞的生长提供了得天独厚的条件,其颗粒饱满、营 ...
借浪造岛:把握主动权的海俪恩,交出一份行业反焦虑答卷
3 6 Ke· 2025-09-25 10:48
今天这个时代,热点与注意力从不稀缺,新鲜故事以秒为单位迭代:此刻刷屏的热梗,明日可能被新故事取代,到了后日,则会被更汹涌的流量浪潮覆盖。 在这种叙事下,多数品牌都深陷追浪的循环——追热点、涨曝光、再沉寂,直到下一个浪潮出现。但一旦浪潮褪去,品牌们却发现,花重金蹭热点、买流 量,换来的只是转瞬即逝关注度,更妄论长期的增长沉淀。甚至一场喧嚣过后,用户记住了热点,转头忘却了品牌,品牌成了热点的打工人,越用力追热 点,反倒距离品牌心智越为遥远。 或许破局的答案就在眼前,与其被动追浪,不如主动造浪。唯有精准把握浪潮的节奏与方向,从 "追浪者" 转型为 "造浪者",将公共热点的价值牢牢沉淀为 品牌专属资产,才能在流量迭代中站稳脚跟,而这也是对品牌核心能力的终极考验。 在海俪恩做一天饲养员 2025年,如果让你交出一份关于萌宠的热点策划,答案会是什么? 如果从最简单的角度思考,你可以像多数品牌一样,用最快的速度推出"萌宠限定款",将宠物元素堆叠在品牌形象上,只在宣传下功夫。但结局是,热点消 散,用户将不会记得,这个品牌和宠物存在任何关联。 在策划一场活动前,人群洞察是开始。根据2024年彩瞳行业报告,动物系美瞳例如狗狗眼、 ...
江铃汽车宣布渠道资源战略性调整:江铃福特、长安福特共用
此次调整源于福特全新品牌战略升级及其渠道资源战略性创新之总体规划,江铃汽车对此高度认同并积 极响应。 江铃汽车方面表示,由福特全资的销售服务公司对其产品实施统一的营销和渠道管理,将显著提升网络 协同效率、扩大市场渗透、提升福特品牌形象,将为中国消费者带来更加便捷的一站式销售和服务体 验,同时能够有效提升经销商运营效率和盈利能力。 江铃汽车股份有限公司相关负责人透露,这不是一次简单的渠道调整,而是福特品牌在中国践行"更福 特、更中国"战略的深化举措,目的是为了整合优势资源,打造一个更高效、更强大、以客户为中心的 福特品牌网络体系。 整合统一渠道后,江铃福特的销售渠道将由原有的100多家扩充到300多家,销售服务的触角延伸至更广 阔的市场,最大化覆盖不同细分市场和多场景的客户需求。"对于用户来说,也不必再区分长安福特或 江铃福特,产品均在一个经销店里销售,服务也均有统一标准,只要是福特的用户,无论身在何处,都 可能享受到更广泛、更便捷、更一致的销售和售后服务体验。"上述负责人表示。 作为整体战略推进的关键部署,江铃汽车与福特将对江铃福特(上海)进行增资,用于其债务清偿,为 江铃福特(上海)后续的平稳过渡及有序收尾 ...
福特中国组建全新销售服务公司 “汽车老将”陈晓波出任总裁
记者了解到,作为品牌战略升级的重要一环,福特中国在充分倾听经销商和用户的反馈,并与在华合资 合作伙伴形成共识,对销售和服务网络做出战略性创新,组建由福特全资的福特销售服务公司;打造一 个统一的福特品牌销售和服务网络,推动福特品牌升级,推出包括成都国际车展全球首发的福特智趣烈 马在内的更多新能源产品,为消费者带来更便捷的一站式销售和服务体验,并且将能够显著提升网络的 协同效率。 中经记者夏治斌石英婧上海报道 近些年来,中国汽车市场发展迅猛,跨国车企纷纷加码在华投入,从成立本土化运营公司、整合渠道网 络到吸纳本土人才,以实际行动彰显对中国市场的高度重视与战略深耕。 《中国经营报》记者了解到,福特汽车(中国)有限公司(以下简称"福特中国")9月23日对外宣布, 将在上海设立福特汽车销售服务(上海)有限公司(以下简称"福特销售服务公司")。作为福特的全资 子公司,福特销售服务公司全面负责管理福特品牌乘用车和皮卡车型在中国市场的营销、销售和服务业 务。同时,陈晓波将正式加入福?中国,担任福特销售服务公司总裁,向福特中国及福特国际市场集团 总裁兼首席执行官吴胜波先生汇报。 众所周知,中国汽车市场的快速发展给汽车品牌带来了 ...
福特中国成立福特销售服务公司 负责品牌乘用车和皮卡车型销售等
Xin Jing Bao· 2025-09-23 12:13
(文章来源:新京报) 作为品牌战略升级的重要一环,福特中国与在华合资合作伙伴形成共识,对销售和服务网络做出战略性 创新,组建由福特全资的福特销售服务公司,打造一个统一的福特品牌销售和服务网络,推动福特品牌 升级。 同日,江铃汽车称拟委托福特汽车销售服务(上海)有限公司为江铃汽车生产的福特品牌乘用车和福特 品牌皮卡产品提供在中国市场的全面分销服务。同时拟与其合作伙伴福特汽车公司共同向江铃福特汽车 科技(上海)有限公司(简称"江铃福特(上海)")进行增资,用于清偿江铃福特(上海)的负债。 9月23日,福特汽车(中国)有限公司(简称"福特中国")宣布,在上海正式设立福特汽车销售服务 (上海)有限公司(简称"福特销售服务公司"),作为福特的全资子公司,全面负责管理福特品牌乘用 车和皮卡车型在中国市场的营销、销售和服务业务。同时,陈晓波将正式加入福特中国,担任福特销售 服务公司总裁,向福特中国及福特国际市场集团总裁兼首席执行官吴胜波汇报。 ...
遥望科技:新的品牌战略并非简单的重成本投入,而是对公司现有核心能力的战略性复用与升级
Zheng Quan Ri Bao Wang· 2025-09-23 09:41
Core Viewpoint - The company is implementing a new brand strategy that focuses on the strategic reuse and upgrade of its existing core capabilities, including IP resources, marketing, and live streaming [1] Group 1: Brand Strategy - The new brand strategy is not merely a reallocation of costs but aims to leverage the company's strong IP resources, event marketing capabilities, and live streaming strengths [1] - The strategy involves branding high-quality supply chain white-label products and creating a deep connection between online sales and the brands [1] Group 2: Sales and Marketing Integration - The company plans to enhance overall live streaming duration, frequency, and efficiency by providing services such as store broadcasting, shelf e-commerce, and private domain marketing [1] - The strategy will also facilitate the establishment of a multi-dimensional sales system by connecting brands with offline channels, including instant retail and traditional supermarkets [1]
若羽臣递交H股上市申请 全球化战略再提速
Zheng Quan Ri Bao· 2025-09-19 13:35
Core Viewpoint - Guangzhou Ruoyuchen Technology Co., Ltd. (hereinafter referred to as "Ruoyuchen") has submitted an application for overseas listing (H-shares) on the Hong Kong Stock Exchange, marking a strategic transition towards a technology-driven brand platform with a focus on consumer-centric brand creation and incubation [2][6] Group 1: Company Development and Strategy - Ruoyuchen has experienced rapid growth in revenue and net profit for three consecutive years, with the upcoming Hong Kong listing aimed at enhancing capital strength and international brand image [2][6] - The company has successfully transitioned from e-commerce operations to developing its own brands, with self-owned brand revenue reaching 603 million yuan in the first half of 2025, a significant year-on-year increase of 242.42% [3][4] - The strategic shift is driven by deep insights into changing consumer demands, moving from functionality to a focus on aesthetic perception, value recognition, and experiential context [3][4] Group 2: Brand Performance - Ruoyuchen has successfully launched two major self-owned brands: LYCOCELLE and FineNutri, with LYCOCELLE focusing on high-end scented home cleaning products and FineNutri specializing in oral beauty supplements [3][4] - LYCOCELLE achieved a revenue of 444 million yuan in the first half of 2025, reflecting a year-on-year growth of 157.11%, while FineNutri became the fastest beauty dietary supplement brand to surpass 500 million yuan in retail sales within 12 months [4] Group 3: Future Plans and Market Expansion - The company plans to leverage the advantages of the Hong Kong capital market to deepen its globalization strategy, focusing on expanding its self-owned brands into Southeast Asia and pursuing strategic acquisitions of high-potential overseas brands [6][7] - Future brand strategies will include building a multi-brand matrix centered on "quality," "self-appreciation," and "health," while embracing digital communication to integrate brands into consumers' daily lives [6][7]
十月稻田2025中期业绩超预期,延续高质量增长态势
Core Insights - The company, October Rice Field, reported a significant increase in both revenue and net profit for the first half of 2025, with total revenue reaching 3.064 billion RMB, a year-on-year growth of 16.9%, and adjusted net profit soaring by 97.7% to 294 million RMB [1][3]. Financial Summary - Total revenue for the first half of 2025 was 3,063.5 million RMB, compared to 2,620.6 million RMB in 2024, reflecting a growth of 16.9% [3]. - Gross profit increased to 666.9 million RMB, a rise of 50.1% from 444.3 million RMB [3]. - Adjusted net profit was 294.3 million RMB, up from 148.9 million RMB, marking a substantial increase of 97.7% [3]. Product Performance - The core product, rice, generated revenue of 2.066 billion RMB, showing a year-on-year growth of 21.0% [4]. - Revenue from corn products reached 433 million RMB, while revenue from grains, beans, and other products increased by 29.3% to 274 million RMB [4]. - The company is focusing on product innovation to meet diverse consumer needs, launching new corn products that cater to health and convenience [4]. Sales Channels - Online sales accounted for 60.0% of total revenue, amounting to 1.837 billion RMB [6]. - Revenue from modern supermarkets increased to 496 million RMB, representing 16.2% of total revenue [6]. - Direct customer sales surged by 75.1% to 563 million RMB, driven by increased brand recognition [6]. Brand Strategy - The company has redefined its brand positioning as a "family food innovation brand," enhancing its marketing efforts through various campaigns [7]. - October Rice Field has engaged in integrated marketing activities to strengthen brand influence, including collaborations with popular IPs and sponsorships [7]. - The company has served 140 million Chinese households and has maintained leading sales in Northeast rice and corn categories for several consecutive years [7].
全渠道提质增效 国芳集团上半年实现营业收入3.82亿元
Zheng Quan Ri Bao Wang· 2025-08-28 01:45
Core Insights - Gansu Guofang Industrial Trade (Group) Co., Ltd. reported a revenue of 382 million yuan and a net profit of 22.64 million yuan for the first half of 2025, focusing on meeting changing consumer demands and enhancing its retail business model [1] Group 1: Business Performance - The company achieved a revenue of 382 million yuan and a net profit of 22.64 million yuan in the first half of 2025 [1] - The company is transitioning towards a service-oriented model, enhancing operational efficiency and expanding market share [1] Group 2: Store Upgrades - The company is upgrading its physical stores, with significant renovations completed in its main store in Lanzhou, covering an area of 18,200 square meters [2] - Other stores, including those in Xining and Baiyin, are also undergoing renovations, totaling over 12,700 square meters [2] - The upgrades focus on creating immersive shopping experiences by integrating art, culture, and social elements to attract younger consumers [2] Group 3: Brand Strategy and Digital Transformation - The company is implementing a brand strategy focused on "one city, one store, one feature," optimizing its product structure and brand mix [3] - In the first half of the year, 70 brands were adjusted in Lanzhou Guofang Department Store, with 27 new brands introduced, accounting for 57% of the total [3] - The company is accelerating its digital transformation, with 1,257 merchants on its online platform and a total online transaction volume of 64.87 million yuan, representing 9.2% of total transactions [3] Group 4: Joint Ventures and Investments - The company announced a joint investment with Shanshan Commercial Group to establish a new subsidiary, aiming to reduce fixed asset investment pressure and increase cash reserves [4]
七匹狼加盟店营收降28.77%净减131家 三电商平台退货率约50%
Chang Jiang Shang Bao· 2025-08-26 02:40
Core Viewpoint - Seven Wolves has been experiencing stagnation in revenue, with expectations that it may not reach 3 billion yuan in 2025, marking a decline in performance over the years [2][6][8]. Financial Performance - In the first half of 2025, Seven Wolves reported revenue of 1.375 billion yuan, a year-on-year decrease of 5.93%, and a net profit of 160 million yuan, down 13.93% [7]. - The company's revenue for 2024 was 3.14 billion yuan, a decline of 8.84% compared to the previous year [8]. - The company has not achieved its performance targets set in its stock option incentive plan for two consecutive years [9][10]. Store Operations - As of the first half of 2025, Seven Wolves had a total of 1,722 stores, with a net decrease of 86 stores over the year [11]. - The number of direct (including joint venture) stores increased by 45, while franchise stores decreased by 131 [11]. Sales Channels - Online sales revenue reached 489 million yuan, down 5.27% year-on-year, while franchise sales revenue fell by 28.77% to 270 million yuan [3][4][11]. - The return rates on major e-commerce platforms like Tmall and Douyin were around 50% [5][13]. Cost Structure - Sales expenses for the first half of 2025 were 546 million yuan, accounting for nearly 40% of total revenue, while R&D expenses dropped by 41.98% to 19.11 million yuan [15]