Core Viewpoint - The article discusses the emergence of a new generation of national brands that leverage innovative products and business models to gain significant market share in mature industries [4][5]. Group 1: New Generation National Brands - New generation national brands are defined as those that identify opportunities within existing large categories to create impactful new brands through innovative products and models [4]. - Three companies, October Rice Field, Yuan Shi Mu Yu, and Zhi Hu, have achieved annual sales of over 5 billion, exemplifying the success of new generation national brands [5]. - These brands can rapidly grow in mature industries, establishing effective industry positions while continuously refining their product models to create new products with a scale of 1 billion [7]. Group 2: Omnichannel Strategy - New generation national brands excel as omnichannel champions, effectively combining online and offline strategies to achieve rapid growth [8]. - By utilizing online platforms like JD.com, Tmall, and Douyin, these brands can reach a scale of 1 billion within 2-5 years and then leverage that momentum to enter offline channels, aiming for a scale of 5 billion to 10 billion [8][9]. Group 3: Case Studies October Rice Field - October Rice Field is the leading online brand in the rice category, achieving nearly 5 billion in sales last year and listing on the Hong Kong Stock Exchange [10]. - The brand's success is attributed to three advantages: high-quality sourcing from Northeast China, efficient supply chain management, and strong market share [11]. - The case of October Rice Field illustrates how traditional industries can be upgraded through product, channel, and brand innovation [12]. Yuan Shi Mu Yu - Yuan Shi Mu Yu has built its brand by addressing key issues in the furniture industry, such as health concerns and aesthetic appeal [13]. - The company capitalizes on local processing capabilities and supply chain management, offering a wide range of products at competitive prices [14]. - Yuan Shi Mu Yu achieved 1 billion in sales by starting online and expanding to offline stores, with plans to increase its store count from 900 to over 1200 [14]. Zhi Hu - Zhi Hu has rapidly grown in the tissue paper category by offering affordable products directly to consumers, targeting lower-tier cities [15]. - The brand innovated its product packaging and marketing strategies, leading to significant sales growth on platforms like Douyin [16]. - Zhi Hu's approach demonstrates the importance of consumer-centric innovation and emotional value in driving product premiumization [17].

据媒体介绍，这家总部位于达拉斯的纸巾类消费品巨头的国际纸巾业务是其三大核心业务部门中规模最 小的一块区域，年净销售额不足 35 亿美元，也是三者中利润率最低的业务部门。 除了 Kleenex品牌的面巾纸业务外，金佰利还将出售Scottex品牌纸巾、Andrex 卫生纸以及 WypAll 清洁 布等旗下国际纸巾类业务。Kleenex通常指代的是1924年诞生、现已家喻户晓的金佰利旗下"一次性面 纸/面巾纸"旗舰品牌，也是全球最知名的可抛式纸巾商标之一。 Kleenex 在1924 年由 Kimberly-Clark 推出，最初作为冷霜卸妆巾销售，后以"一次性手帕"概念广为人 知，是全球一次性面巾纸代名词，其品牌名常被泛化为一般性"可抛纸巾"用语。 根据媒体报道，此次金佰利公司出售北美以外一部分纸巾业务也引发了 Royal Golden Eagle Pte 与 Asia Pulp & Paper Co. 等全球顶级公司的购买兴趣。 智通财经APP获悉，有媒体援引知情人士透露的消息报道称，全球消费级纸巾领军者金佰利公司(即 Kimberly-Clark Corp.)非常接近以大约35亿美元的整体价值出售其在北美以外 ...

智通财经6月5日电，据媒体报道，金佰利接近作价约35亿美元出售国际纸巾业务。 ...