Core Viewpoint - Vanke Group's founder Wang Shi endorses a new high-priced product "President Bowl Bird's Nest," which has sparked market discussions but has underperformed in sales despite significant marketing efforts [2][5][6]. Group 1: Product and Market Positioning - "President Bowl Bird's Nest" is marketed as the world's first bird's nest product for men, priced at 528 yuan per bowl and 3168 yuan for a six-pack, significantly higher than the average bird's nest price of 174 yuan per bowl [2][6]. - The product targets the high-end male health supplement market, claiming to include eight traditional Chinese medicinal ingredients, but faces skepticism from male consumers who traditionally associate bird's nest with women's beauty and health [6][8]. Group 2: Sales Performance and Marketing Strategy - As of April 24, the product has sold only 84 units on Tmall, with even lower sales on other platforms like JD and Douyin, indicating a disconnect between high pricing and market acceptance [5][6]. - Despite heavy investment in marketing, including partnerships with multiple celebrities, the company's profit has declined by 24.18% year-on-year to 160 million yuan, while marketing expenses accounted for 32.7% of total revenue [9][10]. Group 3: Industry Challenges and Future Outlook - The bird's nest industry is experiencing a slowdown, with market growth rates dropping from 15% to 12% in 2023, highlighting the need for innovation and differentiation in products [12]. - Analysts suggest that the male health supplement market could reach 99.6 billion yuan by 2025, but Vanke Group must overcome traditional perceptions and effectively educate male consumers to succeed [12].

王石选择代言燕窝 究竟意味着什么？ 精英之选：健康是人生巅峰的通行证 在45-55岁精英男性中，65%因体能焦虑寻求健康解决方案(《2024男性健康报告》)。燕之屋·总裁碗燕 以开盖即食的便捷性、科学配比的续航力，精准匹配商务领袖需求。其胡桃木纹礼盒设计，更成为高净 值人群的身份标签。 王石与燕之屋的携手，不仅是产品与代言人的结合，更是对"健康即资本"价值观的共识。当珠峰征服者 的行囊与总裁办公桌摆上同款燕窝，一场关于精英生活方式的变革已然开启——真正的巅峰，始于对健 康的极致追求。 3月18日，燕之屋重磅官宣知名企业家王石为品牌代言人，并推出首款男士专属燕窝产品——燕之屋·总 裁碗燕。这场合作以"男人的燕窝，王石的选择"为核心主张，开创"每日一碗，能量满满"的健康新理 念，重新定义高端男士滋补标准。 作为中国商界标杆人物，王石不仅是企业家的典范，更是健康生活方式的践行者。从攀登珠峰到横渡大 西洋，他以自律与突破诠释"每一座巅峰都是新起点"的哲学。这种追求极致的精神，与燕之屋27年专注 高品质燕窝的匠心之路深度契合。正如王石所言："健康是挑战与蜕变的基石。"二者的合作，既是商界 与滋补界的强强联合，更是对精英 ...

此次合作不仅是品牌与代言人的强强联合，更是对高端男士滋补市场的一次全新定义。燕之屋·总裁碗 燕作为品牌旗下首款男士专属燕窝产品，融合了燕窝、铁皮石斛、长白人参等八重珍贵原料，以科学配 方与匠心工艺，为现代精英男士提供高效滋补解决方案。王石在TVC中坦言："无论是攀登高峰还是应 对生活挑战，健康始终是支撑我前行的支点。"这一理念与燕之屋"因爱而生，用爱滋养"的品牌使命高 度契合。 燕之屋27年来始终专注于高品质燕窝的研发与创新，此次携手王石，不仅进一步提升了品牌的高端形 象，更以"攀登者"的精神共鸣，重新诠释了男士滋补的全新境界。未来，燕之屋将继续以高品质产品与 创新理念，助力更多精英男士在事业与生活中攀登新高度，开启健康滋补的新篇章。 3月18日，燕之屋正式宣布知名企业家王石成为品牌代言人，并同步发布全新品牌TVC大片。影片中， 王石以其标志性的攀登者形象，揭晓了保持高能量状态的秘诀——燕之屋·总裁碗燕。作为商界领袖与 极限运动爱好者，王石以其勇于冒险的精神与东方滋补智慧深度融合，展现了现代精英男士对健康与活 力的不懈追求。 扒一扒王石代言燕窝的背后逻辑 ...

Core Viewpoint - Xiaohongshu is emerging as a vital platform for listed companies to reach consumers and enhance brand competitiveness, with many companies actively engaging in marketing and brand promotion on the platform since 2025 [1] Group 1: Marketing Strategies on Xiaohongshu - Listed companies such as Guolian Aquatic, ZTE, Xinri, and Longxin General have established marketing strategies on Xiaohongshu, particularly in the beauty and consumer goods sectors [1] - Xiaohongshu's unique "note-sharing" feature has created a "grass-planting" ecosystem, fostering a habit among users to seek product recommendations on the platform [1] - The platform's focus on pre-purchase search and reference functions enhances its strategic value in brand marketing [1] Group 2: Case Studies of Brands - Brands like Yilian and Aier Doctor, under the company Furuida, have successfully utilized Xiaohongshu for extensive brand promotion, with Yilian's hydrating spray and Aier Doctor's masks generating over 20,000 and 30,000 notes respectively [3] - Furuida has adopted a dual approach by leveraging traditional e-commerce platforms like Tmall and JD while also engaging with new social platforms like Xiaohongshu and Douyin [3] - The marketing strategy for Dong'e Ejiao has shifted from traditional methods to utilizing Xiaohongshu to reach a younger demographic, aligning with the growing female consumer base and health awareness [4] Group 3: Building a Marketing Ecosystem - The content strategy for Dong'e Ejiao involves leveraging KOLs to create authentic notes, targeting specific user searches, and utilizing information flow ads to reach a broader audience [7] - The brand has successfully created a "grass-planting" loop, with over 20,000 notes related to "how to consume Dong'e Ejiao," driving user conversion and business growth [7] - Furuida's marketing approach emphasizes "realness, professionalism, and scenario-based" strategies, engaging users through personalized content and encouraging user-generated content [8] Group 4: Long-term Marketing Perspective - The competitive landscape in the skincare market is intensifying, with rising traffic costs, indicating that "grass-planting" is a long-term process that may not yield immediate results [10] - New brands entering Xiaohongshu must identify product differentiation and user needs to avoid ineffective budget allocation [10] - The emphasis on content-driven marketing necessitates precise targeting of user pain points and leveraging platform characteristics for effective engagement [10]