以下文章来源于红餐网 ，作者张鸿烈 红餐网 . 做餐饮，上红餐 ！一个有温度的餐饮产业服务平台。 单 一爆品有生命周期，但持续产出爆品的"系统"没有。它能够帮品牌把每一次产品的推出，变成"大概率成功事件"。 本文为原肯德基新奥尔良系列产品设计师张鸿烈在"2025中国餐饮品牌节"上的演讲实录，红餐网整编发布。 餐饮爆品是什么？它是企业基于自身禀赋，在"极致情绪价值"与"极致商业效率"的光谱中，主动选择的一个最有利位置，并通过一套精密的生态研发系 统，在那个位置上做到极致。 爆品有一个三重价值融合模型，从美味到信仰，从产品到文化，从文化到哲学，在这个过程中，究竟要如何做，才能找到属于自己独一无二的爆品密码？ 01. 打造爆品，先要洞察人性 我们在打造爆品的过程中，卖的不是产品，卖的其实是情绪、场景和整个故事。顾客为什么不选你？你在什么地方可能没有做好？我们要做的不只是"喂 饱肠胃"的生意，还要做"满足大脑"的生意。 从人性的角度洞察顾客的需求，我们需要的是多巴胺、血清素和内吗啡，这要求我们对这个产品的理解达到一个很高的层次。在整个产品设计的基础上， 要想为顾客创造一个"念念不忘"的记忆，最好是能给他留下一个温馨的 ...

Summary of the Conference Call for Ruoyuchen Company Overview - **Company**: Ruoyuchen - **Industry**: E-commerce and Brand Management Key Points Business Growth and Revenue - Ruoyuchen's self-owned brand business has seen rapid growth, with revenue contribution nearing 46% in the first half of 2025, doubling from the previous year, making it the main driver of company growth [2][3] - Overall revenue for the company grew by 29% year-on-year in 2024, significantly outpacing the average double-digit growth in the agency operation industry [2][3] Profitability and Margins - The gross margin for self-owned brands is significantly higher than that of agency operations and brand management, with brands like Feicui and Zhanjia achieving gross margins of 86.8% and 66.9% respectively [2][4] - The overall gross margin of the company has improved notably since 2024 due to the growth of self-owned brands [5] Market Strategy and Product Development - Ruoyuchen has successfully created popular products by accurately selecting market segments, product positioning, and marketing strategies, particularly in emerging content e-commerce channels [6] - The company is expected to maintain rapid growth, especially in the self-owned brand segment, with a projected revenue doubling in 2025 and a compound annual growth rate (CAGR) of 40%-60% over the next two years [7] Operational Model - The company employs a light asset operation model, outsourcing production while focusing R&D on application rather than innovation, leading to lower sales expense ratios compared to industry averages [8] - Self-owned brand revenue saw a year-on-year increase of 240% in the first half of 2025, contributing to 46% of total revenue [8] Brand Performance - The new brand Feicui, still in its incubation phase, saw a significant increase in sales expense ratio to 45.4% in the first half of 2025, but maintained a stable gross margin [9] - Feicui's sales during the 618 shopping festival showed over 2000% growth compared to the previous Double 11 event, indicating strong market acceptance [19] Future Outlook - The company anticipates continued rapid growth, particularly in self-owned brands, with expected net profits of 170 million, 246 million, and 329 million from 2025 to 2027, respectively [21] - Risks include potential underperformance in brand promotion and macroeconomic factors affecting consumer confidence [21] Competitive Advantages - Ruoyuchen has developed core competencies in multi-channel operations, quality supply chain resources, and precise consumer insights through servicing over 100 international brands [11] - The company’s strategy focuses on creating differentiated products that meet the emotional and functional needs of new consumer demographics [15] Product Categories and Trends - The company has a clear product development path, with significant growth expected in categories like scented laundry liquids, which saw a GMV growth of 1165% in 2024 [18] - New product launches, such as the Vita Ocean brand targeting high-end fish oil markets, are expected to enhance revenue streams [20] Conclusion - Ruoyuchen is positioned for strong growth in the e-commerce and brand management sector, leveraging its operational model, market strategies, and product innovation to capture emerging consumer trends and demands [21]

Group 1 - The overall revenue of the snack sector in H1 2025 decreased by 2.2% year-on-year, totaling 25.51 billion yuan, with net profit dropping by 40.3% to 1.09 billion yuan [1][2] - The gross profit margin for the snack sector in H1 2025 fell by 2.1 percentage points to 28.3%, while the net profit margin decreased by 2.7 percentage points to 4.3% [1] - In Q2 2025, the snack sector's revenue increased by 2.2% year-on-year to 11.09 billion yuan, but net profit plummeted by 55.1% to 250 million yuan due to cost pressures and reduced scale effects [2] Group 2 - The snack industry is characterized by a few large companies and many small ones, with opportunities arising from the development of Chinese snacks and channel transformations [3] - Companies that can create core hit products, rapidly expand channels, and innovate continuously are expected to have higher growth potential [3] - Key companies to watch include Wei Long, Yan Jin Pu Zi, You You Food, and Wan Chen Group, which are positioned to benefit from product and channel growth [4]

Core Insights - The core viewpoint of the article revolves around the successful transformation of Urban Beauty (都市丽人) through its "second entrepreneurship" strategy, leading to significant financial recovery and growth in e-commerce channels [1][7]. Financial Performance - In the first half of 2025, Urban Beauty achieved revenue of RMB 1.436 billion, with a profit attributable to shareholders of RMB 57.796 million, resulting in a basic earnings per share of RMB 0.027 [1]. - The e-commerce Gross Merchandise Volume (GMV) exceeded RMB 1.6 billion, marking a year-on-year increase of 243% [2]. E-commerce Growth - The e-commerce channel has transitioned from a supplementary role to a core growth driver, with expectations for the full year GMV to reach or exceed RMB 3.4 billion, and a target of RMB 5 billion by 2026 [1][2]. - Urban Beauty's implementation of a "joint venture e-commerce" model has significantly reduced channel costs while enhancing profit-sharing with major e-commerce platforms [2]. Brand and Product Strategy - Urban Beauty has deepened collaboration with partners to enhance market penetration and improve brand-channel synergy, optimizing the supply chain and product management [3][4]. - The company has developed a diverse product matrix catering to various consumer needs, with several products achieving sales exceeding one million units [3]. Market Positioning - Urban Beauty's main brand focuses on penetrating lower-tier markets, while its mid-to-high-end brand "Pure Cotton Living" has seen a 46% year-on-year growth in urban shopping center channels [5]. - The company aims for steady growth in offline channels while seeking greater breakthroughs online, emphasizing a customer-centric approach [6]. Strategic Resilience - The narrative of Urban Beauty's mid-2025 financial report illustrates a case study on navigating economic cycles, highlighting the importance of resilience in adapting to consumer trends and executing strategic transformations [7].

Core Insights - The event focused on "LTC Digital Marketing & Product Creation," featuring Liu Zuke, a prominent figure in marketing consulting, who shared insights on leveraging digital tools for marketing breakthroughs and creating market-leading products [1][3]. Group 1: Digital Transformation and Marketing Strategies - Liu Zuke highlighted Huawei's revenue of 862.1 billion in 2024, emphasizing the company's annual growth of 26.7 billion through a restructured marketing system using the LTC (Lead to Cash) process, achieving an average annual growth rate of 19% [3]. - The case study of Liou Water Pump demonstrated significant results from implementing the LTC system, with revenue growth from 1 billion in 2008 to over 20.2 billion in 2023, marking a 20-fold increase over 15 years [3]. - Liu Zuke discussed the importance of a collaborative project team model, referred to as the "Iron Triangle," which includes customer managers, solution experts, and delivery specialists to ensure a controlled process from lead generation to contract signing [4]. Group 2: Product Development and Market Positioning - The afternoon session introduced nine principles for creating "explosive products," countering the notion that successful products are merely a matter of luck [12]. - The case of Jack Sewing Machine illustrated the effectiveness of deeply understanding user pain points, leading to consistent top sales and patent applications in the industry [12]. - Liu Zuke emphasized the role of users and fans as the true product managers in the new media era, advocating for a user-driven approach to product development [12]. Group 3: Comprehensive Methodology for Business Success - The two sessions provided a holistic methodology: the LTC system ensures controllable marketing processes, while the explosive product principles address product competitiveness [14]. - Liu Zuke stressed the need for companies to enhance both internal processes and external product offerings to thrive in a competitive market [14]. - The event underscored the importance of adapting to the digital economy by using process certainty to navigate market uncertainties and creating exceptional products to break through homogenized competition [14].

Group 1 - The core idea of the report is to analyze the "Spring Showcase" event on Xiaohongshu, highlighting the surge in demand for new products and the strategies implemented to create popular items [1][7][19] - The report indicates that the new product sales during the event are concentrated in the first half of the year, particularly from March to April, with a notable increase in the sales proportion of new products [1][9] - User consumption levels and willingness to purchase clothing have significantly increased, with 60% of users expressing a desire to spend more on fashion items [12][11] Group 2 - Xiaohongshu has introduced various strategies to help merchants create popular new products, including platform subsidies, scene-based consumption activation, and collaborative content creation [1][19][18] - The report outlines a structured approach for merchants to publish notes in phases, focusing on style interpretation, outfit showcasing, and trending topics to enhance engagement and sales [1][24][26] - Successful case studies are presented, such as "XX Children's Clothing," which utilized high-quality notes to attract users and enhance conversion rates through community engagement [1][27]

Investment Rating - The report does not explicitly state an investment rating for the industry. Core Insights - The report highlights a significant increase in consumer demand for new products, particularly in the fashion sector, indicating a strong growth opportunity for businesses that can effectively leverage seasonal trends [11][12][13]. - The report emphasizes the importance of strategic marketing and promotional activities during peak seasons, particularly from late February to early April, to maximize sales potential [19][21][30]. - The introduction of new marketing tools and strategies, including platform subsidies and innovative promotional activities, is expected to enhance product visibility and sales conversion rates [22][26][30]. Summary by Sections PART 01: Spring Trends and Platform Play Analysis - The report discusses the concentration of new product launches in the first half of the year, particularly during the spring season, which significantly impacts sales in the apparel sector [12][13]. - It notes that over 50% of sales during March and April are attributed to new products, highlighting the critical timing for product launches [13][15]. PART 02: Strategies for Creating New Product Categories - The report outlines strategies for businesses to create and promote new product categories effectively, focusing on understanding consumer preferences and leveraging social media platforms for marketing [41][48]. - It emphasizes the need for businesses to align their product offerings with trending styles and consumer demands to capture market share [49][52]. PART 03: Case Studies of New Product Categories - The report provides case studies demonstrating successful product launches and marketing strategies, particularly in the children's clothing sector, showcasing how brands can build loyalty and drive sales through targeted marketing efforts [130][132]. - It highlights the importance of community engagement and co-creation with consumers to enhance brand loyalty and product acceptance [133].

" 跨境电商打造爆品该如何有效决策？ " 作者 | 吴优 编辑 | 刘伟 我们经常会看到这样的情况，某家公司在某个细分领域做出爆品后，换了一个赛道却很难再出爆品，又或 者是大公司突然宣布要做跨品类的产品，但结果往往并不尽人意。 在跨境电商领域，一家公司想要连续打造出爆款产品并不容易，整个行业正在面临数据爆炸时代的决策困 境。 本期的出海百人谈栏目中，我们邀请到高维课堂常驻导师张雷分享他们团队辅导30+家跨境公司成为行业 头部卖家以来的爆品经验。聊一聊跨境电商公司想要打造爆品如何科学做决策。有哪些容易犯的错误，有 哪些会踩的坑，以及要培养哪些关键能力，如何花费最小的代价提高爆品成功率。 张雷曾是谷仓"新国货100工程"品牌出海负责人，也是公司从0到上市全过程品牌出海业务操盘人，辅导 过10+上市企业/投资机构投后企业出海业务。 并不是公司越大，业务决策能力就越强，" 用投资的思维选赛道，用用户思维做产品和营销 "，张雷用两 句话精要概括了拥有高业务决策能力公司的决策逻辑，掌握了这套方法，即便是在红海品类，即便是初创 公司，也有机会实现差异化破局。 01 爆品=大多数人 X 关键需求 X 有效营销 雷峰网·鲸犀 ...