Group 1: Nike's Management Change and Performance - Nike has announced a management change in its Greater China region, with current head Dong Wei stepping down and Cathy Sparks appointed as the new Vice President and General Manager [3][4] - Dong Wei has been with Nike for 20 years and was recently promoted to Chairman and CEO of Nike Greater China, but the company is facing declining performance in the region, with Q2 FY2026 revenue at 14.23 billion yuan, down 17% year-on-year [4] - The decline in revenue is attributed to a drop in direct sales and digital business, with EBIT halving, down 49% year-on-year, indicating a need for strategic reform under the new leadership [4][5] Group 2: China Duty Free Group and LVMH Partnership - China Duty Free Group has reached a strategic cooperation agreement with LVMH to acquire DFS for up to $395 million, which includes retail stores in Hong Kong and Macau and exclusive rights to several brands in the Greater China region [6][7] - DFS has shown stable financial performance, with revenues of 4.1 billion yuan and 2.7 billion yuan for 2024 and 2025 respectively, making it a valuable asset for China Duty Free Group [7] - The acquisition will enhance China Duty Free Group's high-end brand supply chain, as DFS has partnerships with over 750 global brands [8] Group 3: IKEA's New Retail Strategy - IKEA has launched an instant retail service on JD.com, marking its first foray into this business model, covering 13 stores in major cities [9] - This new service aims to improve delivery efficiency and reduce consumer barriers, with a minimum purchase of 99 yuan for free delivery within a 4 km radius [9] - IKEA's sales in China have declined, with a reported revenue of approximately 11.15 billion yuan for FY2024, down 7.6% year-on-year, indicating a need for adaptation to changing consumer preferences [10] Group 4: Haidilao's New Concept Store - Haidilao has opened its first "sugar water shop" as a thematic store, integrating hot pot and dessert offerings to cater to diverse consumer needs [12] - The shop operates independently and has already achieved over 100 orders daily, indicating a successful trial of the "store within a store" model [13] Group 5: Walmart's Collaboration with Xiaohongshu - Walmart has partnered with Xiaohongshu to open a co-branded retail experience space called "Mashi Store," focusing on customer-centric shopping experiences [14] - The store features eight "interest islands," each showcasing specific lifestyle products, reflecting Walmart's ongoing transformation to attract younger consumers [14] Group 6: Financial Updates from Various Companies - Yonghui Supermarket expects a net loss of 2.14 billion yuan for 2025, marking its fifth consecutive year of losses due to store adjustments and supply chain reforms [18] - Kraft Heinz China is restructuring its sales regions to accelerate national expansion and seek new growth opportunities [19] - Nestlé is moving forward with the sale of its water business, valued at 5 billion euros, indicating a strategic shift in its portfolio [20]

#有人花3000块收集农夫山泉生肖水#【 #谁在买1680元一套的农夫山泉生肖水# 】"近日，农夫山泉推出 的生肖水在网络上爆火。在二手平台上，一套涵盖2016年至2025年的生肖水，已被炒至1680元。80后柳 乐对凤凰网《风暴眼》聊起最开始收集的初衷："我一事无成，就想看看自己能不能坚持把这套生肖水 集齐。"原本他已经几乎集齐了市面上现有的生肖水。但有次他酒后太口渴，不小心喝掉了一瓶兔年 的。现在，他手里有9款，还缺兔年和今年最新的马年款。为了集齐，他估计前后会花费三四千元。农 夫山泉生肖水"只送不卖"的设定，人为制造了稀缺性，直接激活了人们对"限量""专属"物品的占有欲。 收藏完整一套，需要12年，这带来的成就感，类似于集邮、集卡等行为，满足了人们对"完成目标"的心 理需求。然而，过热的市场往往伴随风险。如果品牌未来改变策略、增加投放，或者大众兴趣转移，都 可能引起价格波动。一些消费者也可能陷入"为收集而收集"的怪圈里，背离了最初收藏的乐趣。（凤凰 网） 转自：贝壳财经 ...

"稀缺"似乎永远是市场的催化剂。 近日，农夫山泉推出的生肖水在网络上爆火。在二手平台上，一套涵盖2016年至2025年的生肖水，已被炒至1680元。 这套生肖水，开始于2016年的"金猴瓶"，农夫山泉推出典藏版玻璃瓶水，此后每年推出一款新年生肖典藏版，到2026年已经累积11款生肖。农夫山泉向媒 体回应称，生肖水的水源取自长白山莫涯泉，瓶身设计耗时三年，十一年来始终"只送不卖"。 社交媒体上，网友对这一现象褒贬不一。有人不解"不就是水吗？这也能炒"，也有人认为"千金难买心头好"。 01 谁在卖，谁在买？ 凤凰网《风暴眼》发现，在二手平台与社交电商上，农夫山泉生肖水的交易已形成一个小型市场，价格因年份与稀缺程度差异显著。 在闲鱼上，2026年新推出的"马年"款多为35元一套（每套两瓶），而2016年首发的"猴年"款因存量稀少，价格可达300元至800元。 有黄牛在统一收购生肖水，抖音上甚至出现了专门的销售店铺。其中龙年一套158.8元，蛇年148.8元，随机年份的空瓶单只48.8元。新上市的"马年"标价 218.8元，目前显示缺货。 市场背后是形形色色的参与者。 卖家张洋对凤凰网《风暴眼》介绍，当他妈妈发现可以 ...

据九派新闻，近日，农夫山泉马年典藏版玻璃瓶水上市，该系列"生肖水"在二手交易平台被炒至超1680元一套，包含品牌方从2016年至今十一年内陆续推 出的限量款生肖水。 有链接显示，上百名用户点击"想要"该生肖水套装；多位商家标注称，部分生肖款仅有空瓶，部分瓶内水已过期，不能饮用。一位卖家表示，这套生肖水 无法集中购买，其从2016年起陆续收集而来，因明年2027年即能集满十二生肖，其认为有一定升值空间。 二手交易平台显示，农夫山泉2016年款"金猴水"、2017年款"金鸡水"套装标价也达到上千元。该卖家称，"因为早年收藏保存生肖水的人很少，尤其起初 两年的很稀缺，且每年限量推出10-20万套后就停产，此后想再找，就没那么容易了。" 另据智通财经，1月22日，在二手平台闲鱼上，有多款农夫山泉生肖水出售信息。一位来闲鱼7年的河南卖家，标价1999元出售农夫山泉猴年生肖水，产品 信息显示全新原箱。一位浙江卖家出售农夫山泉生肖纪念水，标价10000元，产品信息写着："目前共有10套，部分带水和全套包装，部分只有空瓶。"平 台信息显示有9.6万人浏览过，149人想要。 农夫山泉方面对此回应称，生肖典藏玻璃瓶水取自长白山莫 ...

Core Viewpoint - The phenomenon of the zodiac water from Nongfu Spring highlights the market's fascination with scarcity, driving both demand and speculative trading [2][20]. Group 1: Product Overview - Nongfu Spring's zodiac water series began in 2016 with the "Monkey Year" bottle, and has since released a new design annually, culminating in 11 editions by 2026 [2]. - The water source is from Changbai Mountain's Moyan Spring, and the bottle design took three years to develop, with the company maintaining a policy of "giving away, not selling" [2]. Group 2: Market Dynamics - A small market has emerged on second-hand platforms and social e-commerce, with prices varying significantly based on the year and rarity of the bottles [4]. - For instance, the newly released "Horse Year" set is priced around 35 yuan, while the "Monkey Year" set can fetch between 300 to 800 yuan due to its limited availability [5]. Group 3: Consumer Behavior - Various participants in the market include collectors, resellers, and gift-givers, with motivations ranging from personal enjoyment to financial speculation [12][13]. - Some consumers view collecting as a challenge or a way to achieve a sense of accomplishment, while others hope for future appreciation in value [18][20]. Group 4: Psychological Factors - The strategy of "only giving away" creates a sense of scarcity, enhancing the desire for ownership of limited-edition items [18]. - The connection between zodiac culture and personal identity fosters emotional resonance, making the bottles appealing as gifts [18]. Group 5: Speculative Trends - The rising prices of earlier editions in the second-hand market stimulate a "low investment, high return" mentality among collectors [20]. - However, there are risks associated with market overheating, including potential changes in brand strategy or shifts in consumer interest that could lead to price volatility [20].

近期，农夫山泉马年典藏版玻璃瓶水上市，该系列"生肖水"在二手交易平台被炒至超1680元一套，包含品牌方从2016年至今十一年内陆续推出的限量款生 肖水。 1月22日，智通财经在二手平台闲鱼发现，有多款农夫山泉生肖水出售信息。一位来闲鱼7年的河南卖家，标价1999元出售农夫山泉猴年生肖水，产品信息 显示全新原箱。一位浙江卖家出售农夫山泉生肖纪念水，标价10000元，产品信息写着："目前共有10套，部分带水和全套包装，部分只有空瓶。"平台信 息显示有9.6万人浏览过，149人想要。 据九派新闻，对此，农夫山泉方面回应称，生肖典藏玻璃瓶水取自长白山莫涯泉，瓶身设计耗费三年时间，推出十一年以来，一直坚持"只送不卖"。该产 品主要定位在于感恩回馈消费者，作为品牌与消费者沟通交流的载体，传递文化和祝福。 对于生肖水的获取渠道，农夫山泉表示，全国消费者均可以从农夫山泉官方线上渠道获取；如农夫山泉品牌馆小程序中的满赠活动，以及农夫山泉送水到 府+小程序、农夫山泉生肖水小程序中的线上抽奖方式等。 相关话题下，有网友评论称："我是来看能不能卖出去的。"但也有不少网友评论称："大卖。" 2025年8月，农夫山泉公布了2025 年上 ...

多位商家标注称，部分生肖款仅有空瓶，部分瓶内水已过期，不能饮用。 近日，农夫山泉马年典藏版玻璃瓶水上市，该系列"生肖水"在二手交易平台被炒至超1680元一套，包含 品牌方从2016年至今十一年内陆续推出的限量款生肖水。 相关话题下，有网友评论称："这个不错，有意思"。但也有不少网友评论称："啥都有人炒啊""品牌只 送不卖，被黄牛拿去炒作，太可恶了"。 北京商报 据媒体报道，有链接显示，上百名用户点击"想要"该生肖水套装；多位商家标注称，部分生肖款仅有空 瓶，部分瓶内水已过期，不能饮用。一位卖家告诉九派新闻记者，这套生肖水无法集中购买，其从2016 年起陆续收集而来，因明年2027年即能集满十二生肖，其认为有一定升值空间。 二手交易平台显示，农夫山泉2016年款"金猴水"、2017年款"金鸡水"套装标价也达到上千元，该卖家 称，"因为早年收藏保存生肖水的人很少，尤其起初两年的很稀缺，且每年限量推出10万—20万套后就 停产，此后想再找，就没那么容易了。"对此，农夫山泉方面回应九派新闻记者称，生肖典藏玻璃瓶水 取自长白山莫涯泉，瓶身设计耗费三年时间，推出十一年以来，一直坚持"只送不卖"。该产品主要定位 在于感恩回 ...

Core Insights - The article discusses the evolving landscape of brand marketing strategies for the upcoming Year of the Horse, emphasizing the need for brands to move beyond simple phonetic puns to create deeper emotional connections and narratives [2][5][17] Group 1: Phonetic Puns in Marketing - Phonetic puns have become a standard marketing tactic due to their memorability and shareability, but as brands increasingly adopt this approach, it risks leading to creative fatigue and homogenization [2][3] - Effective phonetic marketing should serve value communication, integrating the zodiac element into the brand story rather than being a detached wordplay [5][11] Group 2: Cultural and IP Integration - Advanced brand marketing strategies are shifting towards nuanced scene insights and value anchoring, leveraging cultural symbols or high-energy IPs to enhance brand visibility [6][7] - Collaborations with high-energy IPs can facilitate "energy exchange," allowing brands to transfer recognition and goodwill from the IP to their own brand assets [7] Group 3: Long-term Brand Asset Development - The highest level of marketing not only utilizes cultural IPs but also transforms cultural symbols into brand assets, requiring brands to establish a long-term, systematic cultural expression framework [11][14] - Successful examples, such as Nongfu Spring's zodiac water series, illustrate how brands can create lasting cultural value through consistent and innovative engagement with traditional symbols [13][14]