元气森林的关键瘦身 转自：北京日报客户端 2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑 战，新兴品牌凭借差异化定位、数字化营销和产业链布局快速崛起。变局之下，元气森林剥离非核心业 务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩 影。复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专 业团队专注低温酸奶与健康乳品领域。这也标志着元气森林从探索多品类战略转向全面深耕饮料主赛 道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品 类，形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推 动其独立运营，是立足自身资源禀赋的核心战略聚焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集 团研发、渠道、营销核心资源全部收拢至气泡 ...

2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑 战，新兴品牌凭借差异化定位、数字化营销和产业链布局快速崛起。变局之下，元气森林剥离非核心业 务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩 影。复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 元气森林的关键瘦身 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专 业团队专注低温酸奶与健康乳品领域。这也标志着元气森林从探索多品类战略转向全面深耕饮料主赛 道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品 类，形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推 动其独立运营，是立足自身资源禀赋的核心战略聚焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集 团研发、渠道、营销核心资源全部收拢至气泡水、电解质水等五大饮料 ...

2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑战，新兴品牌凭借差异化定位、数字化营销和产业链布 局快速崛起。变局之下，元气森林剥离非核心业务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩影。 复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 元气森林的关键瘦身 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专业团队专注低温酸奶与健康乳品领域。这也标志着元 气森林从探索多品类战略转向全面深耕饮料主赛道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品类， 形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推动其独立运营，是立足自身资源禀赋的核心战略聚 焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集团研发、渠道、营销核心资源全部收拢至气泡水、电解质水等五大饮料主业， ...

Core Insights - The 2025 Jazz Shanghai Music Festival successfully attracted numerous music enthusiasts and tourists, showcasing the charm of jazz music [1] - Sweetheart Pipi, a new tea beverage brand, made its debut as the official partner of the music festival with a pop-up vehicle, integrating its brand philosophy into the event [1] Group 1: Pop-up Vehicle Advantages - The pop-up vehicle represents the first appearance of Sweetheart Pipi's new store model, which has been developed through market research and model refinement [3] - The pop-up vehicle offers high flexibility and quick response, allowing the brand to reach target customers effectively in crowded venues like music festivals [3] - Compared to traditional stores, the pop-up vehicle significantly reduces initial investment costs related to location and decoration, enhancing operational efficiency [3] - The pop-up vehicle serves as a mobile brand ambassador, creating brand memory points through consistent visual decoration across various themes and engaging consumers through offline activities [3] - A mature supply chain and operational system support the pop-up vehicle, ensuring consistent and safe product and service experiences for consumers [3] Group 2: Festival Experience and Brand Engagement - The Jazz Shanghai Festival featured a "stage both indoors and outdoors," with a jazz avenue hosting numerous international bands and nearly a hundred brands for a one-stop jazz lifestyle market [5] - Sweetheart Pipi's pop-up vehicle provided a range of products including fruit tea, milk tea, and ice cream, enhancing the music experience for attendees [5] - The pop-up vehicle's eye-catching red design and cute IP character align with current social media trends, making it a popular photo opportunity for young attendees [5] Group 3: Strategic Expansion and Collaboration - Participating in the music festival with a pop-up vehicle represents Sweetheart Pipi's exploration of various scenarios such as scenic spots, markets, and music events [7] - The link between the pop-up vehicle and these scenarios is based on functional adaptation to scene demands, atmosphere integration, and complementary experiences [7] - This flexible and efficient model empowers partners to achieve low-risk trial and high-probability success, facilitating a win-win expansion for both the brand and entrepreneurs [7] - Sweetheart Pipi aims for a nationwide expansion plan of 10,000 stores within a year, indicating strong growth potential [7]

Core Insights - The boundaries of brand operations are becoming increasingly blurred, with various sectors overlapping in product offerings [1] - Companies are diversifying their product lines to maintain revenue stability and growth amid intensified competition and declining foot traffic [4] Industry Trends - Companies like Luckin Coffee are introducing new products such as milk tea, while traditional tea shops are venturing into coffee sales [2] - Convenience stores and supermarkets are expanding their food offerings, allowing customers to have meals in places previously not associated with dining [3] Growth Strategies - Market penetration involves increasing the density of existing products in existing markets, exemplified by Mixue Ice City expanding its store count [7] - Market development refers to introducing existing products into new markets, as seen with Haidilao opening locations in Singapore [8] - Product extension is when companies introduce new products to existing markets, such as Atour selling pillows [9] - Diversification involves launching new products in new markets, illustrated by Jiumaojiu's success with Guizhou red sour soup noodles at Sam's Club [10] Seasonal Demand Management - The restaurant industry focuses on eliminating off-peak seasons by introducing products that cater to different times of the day [11] - For instance, tea shops promote coffee to attract morning customers, while coffee shops may offer tea to boost afternoon sales [12][13] - Restaurants like Hanxiangfu adapt their menus to include lunch options to attract customers during typically slow hours [15]