吴京代言的"国产汽水黑马"大窑饮品，资本进程迎来关键落子。 近期，企查查信息显示，大窑嘉宾饮品股份有限公司（下称"大窑"）完成重要高管人事变动——公司创始人王庆东正式卸任法定代表人、董事长等核心职 务。 权力交接 大窑饮品新任董事长、财务负责人及企业法人由具有国际私募背景的戴诚接任，其被视为国际投资机构KKR派驻大窑的关键人员，曾参与收购雷士照明 中国区业务项目，具备成熟的投后管理与企业整合经验。 | SVIP 实际控制人 | 壬 实际控制人图谱 > | | | © 企查查 | | --- | --- | --- | --- | --- | | 序号 | | 实际控制人 | 总持股比例 | 表决权比例 | | | 王庆东 壬 33 | | 68.1589% @ | 86.2193% @ | 为何卖身？ KKR自2007年开始深度布局中国消费领域投资，覆盖企业包括蒙牛、认养一头牛、乖宝宠物（301498）及moody美瞳等，业内人士认为，KKR丰富的管理 运营经验，有助于大窑打破当下的发展瓶颈。 大窑的核心竞争力在于对餐饮渠道的布局，据管理层透露，公司85%以上销售额来自于此。相较于常规零售渠道，餐饮渠道的饮品 ...

Core Viewpoint - The beverage market in China is experiencing a trend termed "Dajiao-ization," where products like Dajiao soda are gaining popularity despite the overall decline in carbonated drink sales, indicating a shift in consumer preferences towards sweeter, more flavorful options [1][5][21]. Group 1: Market Trends - The summer beverage market has seen a surge in sales, with Dajiao soda standing out as a notable success, achieving revenue of 3.2 billion yuan, significantly outperforming competitors like Ice Peak and North Ice Ocean [3][5]. - Nielsen research indicates that carbonated drinks are the only category among seven beverage types in China to experience a decline in sales growth in 2023, highlighting Dajiao's unique position in the market [3][5]. Group 2: Consumer Preferences - Dajiao soda, despite its high sugar content and artificial flavoring, has attracted consumers who appreciate its refreshing taste, contrasting with the health trends that have dominated the market [3][20]. - The product's design, resembling beer, has led to initial consumer confusion, with many mistaking it for an alcoholic beverage, which has contributed to its appeal in social settings [6][9]. Group 3: Business Strategy - Dajiao's business model primarily targets the restaurant sector, with over 85% of its sales coming from this channel, allowing it to maintain competitive pricing and high profit margins for restaurant owners [14][18]. - The beverage's pricing strategy, where it is sold to restaurants at approximately 3 yuan per bottle, enables restaurant owners to sell it at a markup, making it an attractive option for both parties [14][18]. Group 4: Marketing and Branding - Dajiao has effectively utilized marketing strategies that resonate with consumers, emphasizing its perceived value and affordability, which aligns with the current trend of consumer downgrade in spending [21][25]. - The brand's collaboration with advertising agency Hua Yu Hua has resulted in memorable campaigns featuring popular figures like Wu Jing, enhancing its market presence and consumer recognition [23][25].

Core Viewpoint - The beverage and alcohol industries are experiencing a significant crossover, with companies like Three Squirrels launching alcoholic beverages and traditional alcohol brands entering the beverage market, reflecting a blurred boundary and a collective anxiety for growth in a saturated market [4][5][6]. Group 1: Industry Trends - Three Squirrels has introduced three alcoholic brands: "Sun Wukong" craft beer, "Huxi" fruit wine, and "Orange Cat" red wine, aiming to diversify its product matrix for various drinking scenarios [5][6]. - Beverage giants are leveraging their existing consumer bases and distribution networks to penetrate the alcohol market, as seen with Yuanqi Forest's low-alcohol sparkling wine and Fulu's fresh beer business modeled after milk tea [5][9]. - Traditional alcohol companies are also expanding into non-alcoholic beverages, with brands like Moutai and Chongqing Beer launching products such as blueberry juice and orange-flavored soda, respectively [6][9]. Group 2: Strategic Insights - The crossover strategy is driven by the need to optimize resources and create greater boundary efficiency, allowing companies to share costs and enhance value from existing consumer bases [7][11]. - Beverage companies are capitalizing on their high-frequency consumption patterns and established user connections to introduce low-alcohol products, effectively extending their market reach [9][11]. - Alcohol companies are focusing on maximizing their distribution networks by introducing non-alcoholic products, which helps stabilize revenue during seasonal fluctuations in alcohol consumption [11][12]. Group 3: Challenges and Considerations - The success of these crossovers hinges on the ability to build consumer trust in new product categories, as seen with Three Squirrels' wine and Fulu's beer [14][15]. - Companies must redefine the boundaries of "scene integration" and "professional barriers" to ensure that crossovers are not merely superficial but resonate with consumer needs and preferences [15][16]. - Both beverage and alcohol sectors face growth challenges, necessitating a return to core business principles focused on deep consumer insights and effective market positioning rather than blind pursuit of trends [16].