作者 / 吴 静 编辑 / 黄大路 设计 / 张 萌 这是莲花集团CEO冯擎峰在铃轩同学5期第四模块主题为全球化升级的课程开场中提出的困惑。 时间是2025年8月17日，地点在学员企业常州坤泰，一家从事新能源汽车先进动力总成、制动系统、转向系统以及智慧底盘系统零部件的综合性生产商 和车辆底盘系统技术方案提供商。 冯擎峰百思不得其解的原因在于，从全球消费市场来看，虽然汽车行业排在房地产、食品医疗、健康医疗、电子消费品和能源产业之外，位居第六，规 模达2.5万亿至3万亿美元，但汽车产业的产业链带动效应高达5倍，意味着其间接影响的市场规模超过10万亿美元。 面对这样一个体量庞大、拉动效应显著的行业，为什么投行却步了？经过分析，冯擎峰认为，这背后的本质是因为车市进入了"零和博弈"。 他说："大家都说新能源来了，颠覆性的东西来了，但是新能源颠覆了什么吗？没有。市场还是这么大的市场，它不增长了。不增长意味着什么？不增 长意味着零和博弈。" 零和博弈又意味着什么？当市场总量停止扩张，一个玩家的增长必然意味着另一个玩家的份额被侵蚀。零和博弈下的残酷本质，是行业竞争性质发生根 本改变——从"共同把蛋糕做大"的创新驱动，转变为" ...

Core Insights - The recent success of Xiaomi's automotive venture highlights a market truth: a truly phenomenal product must find a perfect balance between "hardcore strength" and "emotional value" [1] - This logic is applicable to the high-end liquor industry, where consumers are seeking a product that strips away superficiality and returns to essence [1] - The strategic new product "Da Zhen·Zhen Jiu" from Zhen Jiu aims to redefine the value benchmark of high-end liquor with exceptional cost-performance and deep cultural heritage, potentially becoming a new "super symbol" in the industry [1] Product Quality and Innovation - The core competitiveness of high-end liquor lies in the quality of the liquor itself, with "Da Zhen·Zhen Jiu" selecting over 200 types of premium base liquor, ensuring each drop is crafted with meticulous attention [2] - The product features a blend of classic aromas and flavors, including strong sauce aroma and elegant fragrance, promising a surprising "jumping sensation" [2] - Zhen Jiu's production capacity and storage capabilities provide a solid foundation for the quality stability of "Da Zhen" [2] Packaging and Aesthetics - The packaging design of "Da Zhen·Zhen Jiu" embodies the essence of Eastern aesthetics, utilizing a minimalist style and traditional materials, integrating Chinese art with liquor culture [4] Anti-Counterfeiting Measures - To address consumer concerns about authenticity and storage, "Da Zhen·Zhen Jiu" employs a "four-layer anti-counterfeiting" technology system, ensuring traceability from production to sale [6] Market Strategy and Growth Potential - Industry experts believe that Zhen Jiu's strategy of extreme cost-performance will create significant value for the liquor market and consumers, with substantial growth potential for this new product [8] - The company aims to focus on the new product "Da Zhen" as a key element of its market strategy, emphasizing its importance for future growth [10] Financial Performance - In 2024, Zhen Jiu Li Du achieved a revenue of 7.07 billion yuan and a net profit of 1.68 billion yuan, maintaining growth in key operational metrics for the fourth consecutive year [12] - The company employs strict price control measures to ensure product vitality, creating a sustainable profit space for distributors and maintaining consumer confidence [12] Industry Trends - The liquor market is shifting from "expansion-based growth" to "quality-based competition," with differentiated products poised to seize market opportunities [13] - Zhen Jiu Li Du's long-term goal is to enhance product quality and brand value through differentiated strategies and team development [13] Conclusion - When a product meets consumer expectations for quality, culture, and value, its success is merely a matter of time, and "Da Zhen·Zhen Jiu" possesses the potential to become a phenomenon [15] - This new liquor product, embodying the ambition to create a groundbreaking national product, is set to redefine industry value standards and mark a significant milestone in the upgrade of China's liquor industry [15]

Core Viewpoint - Xiaomi's Yu7 SUV has achieved remarkable pre-order numbers, indicating strong market demand and consumer confidence in the product [3][4]. Group 1: Product Launch and Sales Performance - The Yu7 SUV was officially launched on June 26, with a starting price of 253,500 yuan, and it quickly became a "phenomenal" product [3]. - Within three minutes of its launch, the Yu7 received over 200,000 pre-orders, and within one hour, this number increased to 289,000 [3]. - After 18 hours, the total pre-order volume surpassed 240,000 units [3]. Group 2: Customer Insights and Market Position - The average age of Yu7 owners is approximately 33 years, slightly older than that of SU7 owners, with a higher proportion of female drivers [4]. - Over 52% of Yu7 owners are iPhone users, which is 4% higher than the SU7 [4]. Group 3: Production and Delivery Expectations - Due to the overwhelming demand, the estimated delivery time for the Yu7 standard version has been pushed back to over 58 weeks [4]. - The initial delivery target for the year was set at 300,000 units, which has been revised to 350,000 units due to increased production capacity [4]. Group 4: Competitive Landscape - There are reports of other car manufacturers attempting to "steal" Yu7 orders, but Xiaomi's CEO emphasized the importance of focusing on product strengths rather than disparaging competitors [4].