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 rise of Generation Z is reshaping consumer preferences, emphasizing value for money and quality-price ratio, which are becoming mainstream trends in the market [1][2] - Companies need to continuously understand market demands and enhance their competitive edge to adapt to these changes [1] Consumer Trends - Consumers are increasingly focused on extreme cost-performance ratios and single-category champions, with many Chinese brands successfully creating standout products [2] - Emotional consumption is gaining traction, with consumers valuing the emotional connection to products [2] - Comfort marketing is essential, as brands must communicate their values from the consumer's perspective rather than imposing their own views [2] Value Recognition - Consumers are willing to pay for products they perceive as valuable, as illustrated by a personal anecdote regarding a product priced higher due to its unique context [2] - The concept of value recognition is crucial, as consumers have already established their own value positioning for products before making a purchase [2] Brand Strategies - Companies like Dayao Beverage are focusing on high-quality price-performance strategies, ensuring that consumers receive better quality for lower prices [3] - Product quality is a key focus, with strict raw material selection and innovative production processes to enhance consumer experience [3] - Scene-based marketing is vital, with brands optimizing product suitability for common consumption scenarios [3] Industry Innovation - The beverage industry is undergoing innovation through new processes that enhance consumer experiences, as seen with products like "Good Comfort" from Yuanqi Forest [4] - Companies are investing in new technologies and processes to meet rising consumer quality demands [4] - A culture of allowing trial and error is encouraged within companies to foster continuous innovation [4] Strategic Growth - Traditional companies like New Hope Group are exploring business innovations while remaining within familiar sectors to mitigate risks [5] - The focus on product innovation should be narrowed to meet specific consumer needs, rather than overwhelming the market with numerous SKUs [5] Future Market Trends - There is a growing market for functional products as consumer health awareness increases, alongside opportunities for industrializing native products [6] - Cross-industry innovation requires a comprehensive understanding of supply chains, organizational structures, and market dynamics [6]

Core Insights - The forum "Trends Above, Faith Below" focused on new consumption trends and market dynamics, emphasizing the importance of brand value resonance with consumers in a rational consumption environment [1] Group 1: Consumer Behavior - The shift from "cost-performance" to "value recognition" reflects deeper consumer needs, where consumers are willing to pay for products they resonate with [3] - An example shared highlighted that consumers may value a product not just for its utility but for the emotional connection it provides, as seen with a product that brought joy due to its design [3] Group 2: Innovation in Traditional Industries - Innovation is not exclusive to high-tech sectors; traditional industries can achieve significant advancements through new processes, termed as "new processes reshaping old experiences" [4] - The company has invested in innovative cooking processes for its products, demonstrating a commitment to quality despite initial cost concerns [4] Group 3: Marketing and Product Quality - The essence of marketing lies in the quality of the product itself, with the company emphasizing that all marketing efforts should circle back to product excellence [4] - The company fosters a culture of "allowing trial and error," which encourages innovation and acknowledges that mistakes are part of the process [4] - The philosophy of "slow is fast" in the beverage industry suggests that thoroughness and quality should take precedence over speed in product development [4]

Core Insights - A leading beverage company in China has proactively lowered its growth target for 2026, indicating a significant reduction compared to its historical growth rates, while simultaneously pursuing aggressive expansion plans, suggesting the initiation of a "price war" [1][3] - Another major beverage player has announced a clear and aggressive strategy for the coming year, focusing on expanding market share through "internal competition" and seeking breakthroughs in new categories via price wars [1][3] Price War Dynamics - Historical trends show that when industry giants initiate internal competition, it often compels other players to follow suit, leading to a downward spiral into price wars [3] - The price decline in the beverage market has already begun to manifest, with average prices for sugar-free tea and "health water" dropping from approximately 5.6 yuan and 0.9 yuan per 100ml in 2023 to about 5.15 yuan and 0.86 yuan in 2025 [4][6] Pricing Strategies - New products in the health beverage category launched in the first half of the year have an average price of about 5 yuan per bottle, a 12% decrease from the 2024 average of 5.7 yuan [6] - Promotions such as "second bottle for 1 yuan" have led to actual transaction prices for health beverages dropping to between 3 and 5.5 yuan per bottle, representing a decline of over 40% [6] - The bottled water sector is also experiencing price reductions, with major brands like Nongfu Spring and Wahaha temporarily pausing before second-tier brands like Master Kong and Yili continue to push low-price strategies [8] Market Sentiment and Consumer Behavior - Distributors are feeling the impact of price reductions directly, with reports indicating that previously popular beverages priced at 6-8 yuan are now generally below 5 yuan [10] - The shift in pricing power from distributors to brand owners is evident, as brands are forced to lower prices to maintain market share and relationships with distributors amid high inventory levels [10][12] Promotional Tactics - Brands are employing sophisticated pricing strategies, including large packaging and "one yuan exchange" promotions, to capture market share without directly undermining existing price structures [12][15] - Some companies have officially announced price reductions by launching newly priced products, such as a major international cola brand introducing a 400ml product priced lower than its previous 500ml offerings [15] Industry Outlook - The signals from industry giants indicate that the beverage sector will become increasingly competitive in 2026, with price wars expected to be a primary battleground [16][20] - The ongoing price war is likely to impact all segments of the supply chain, including small brands, distributors, and consumers, with potential negative consequences for profit margins and product quality [20][22]

Core Insights - Yuanqi Forest maintains a dual strategy of "change and constancy," achieving a 26% growth in overall performance this year, with specific product lines like electrolyte water and vitamin water seeing even higher increases [1][2] - The company emphasizes trust and collaboration with suppliers, which has led to breakthroughs in the industry and a focus on long-term partnerships [2][3] Performance Metrics - Overall performance growth of 26% this year, with specific product lines experiencing significant increases: electrolyte water (34%), iced tea (56%), good self (36%), vitamin water (128%), and sparkling water (52%) [1] - The company has engaged over 600 suppliers and participated in over 130 bidding projects, contributing to the development of more than 70 new products [10] Supplier Relationships - Trust is the foundation of Yuanqi Forest's relationships with suppliers, leading to a cycle of mutual problem-solving and responsiveness [3][5] - The company has established a partnership model characterized by "partners, transparency, cost reduction, and openness," which enhances collaboration and efficiency [7][12] Operational Strategies - Yuanqi Forest focuses on lifecycle management of suppliers and long-term partnerships with those demonstrating comprehensive capabilities and innovation potential [7] - The company aims to optimize costs and innovate products while ensuring a stable supply chain, which is seen as a core competency [7][8] Future Outlook - The company plans to deepen collaboration with agricultural producers and equipment partners to enhance supply chain efficiency and competitiveness [10][12] - Yuanqi Forest is committed to a transparent and clear operational process, ensuring that suppliers are well-informed and engaged in the partnership [11]

Core Insights - The overall growth rate of the fast-moving consumer goods (FMCG) market in 2025 is projected to be 4.8%, with the beverage category standing out as a stable growth segment in China's FMCG industry [1][3] - The beverage industry has undergone significant restructuring over the past three years, driven by a trend towards "healthier consumption" [3][4] - Yuanqi Forest has emerged as a notable player in the beverage market, achieving an overall growth rate approximately four times the industry average, with a reported 26% year-on-year increase in 2025 [1][4] Industry Trends - The beverage industry is experiencing a structural transformation led by health-conscious consumption, with no-sugar beverages and functional drinks seeing double-digit growth [3][4] - Key consumer preferences include "ingredient transparency" and "low-sugar, no additives," which are becoming central to purchasing decisions [3] - Despite the clear trend towards health-focused products, the industry faces challenges such as high inventory turnover rates and intense competition among brands [3][4] Company Performance - Yuanqi Forest's core product categories have shown impressive growth, with specific products like Alien Electrolyte Water and various flavored sparkling waters achieving year-on-year growth rates of 34% and 52% respectively [4] - The company has maintained a double-digit growth rate for three consecutive years, significantly outpacing the overall industry growth [4][5] Innovation and Strategy - The company's success is attributed to its focus on "brand + good products," emphasizing the importance of innovation and understanding consumer needs [5][10] - Yuanqi Forest has implemented a robust product innovation mechanism, allowing for rapid iteration and adaptation to market demands [12][13] - The company has established a digital supply chain strategy to enhance transparency and reduce operational risks for distributors [13] Market Challenges - The beverage market is becoming increasingly crowded, with over 30 brands launching sparkling water products between 2019 and 2023, leading to a decline in growth for this category [9] - The industry is witnessing a high rate of new product failures, with many products being quickly eliminated from the market [12] Future Outlook - Yuanqi Forest aims to continue focusing on creating meaningful products for consumers, emphasizing the need for patience and confidence in building a sustainable brand [8][11] - The company recognizes that differentiation through continuous innovation is essential for maintaining competitive advantage in a rapidly evolving market [8][10]

Core Insights - The founder of Yuanqi Forest, Tang Binsen, has shifted the company's focus from a strong reliance on sugar-free beverages to a broader product range, indicating a long-term vision for the brand's growth [1][3] Group 1: Company Strategy - Yuanqi Forest announced a strategic adjustment to spin off its dairy brand, Beihai Pasture, into an independent entity, allowing the company to concentrate on beverage product development [3] - The company aims to reduce its dependency on its flagship product, sparkling water, by diversifying its product portfolio, which now includes electrolyte water, tea beverages, and traditional Chinese health drinks [3][6] Group 2: Financial Performance - Yuanqi Forest reported a 26% year-on-year growth in overall performance, maintaining double-digit growth for three consecutive years [3] - The company achieved a revenue scale of approximately 11.7 billion yuan in the previous year, with projections indicating revenues exceeding 14 billion yuan this year, positioning it among the top ten in China's beverage industry [3] Group 3: Market Positioning - The company has shifted its market positioning from a premium brand to a more value-oriented approach, as evidenced by the pricing strategy for its second-largest product, iced tea, which is competitively priced at 5-6 yuan for 900ml [4] - Yuanqi Forest's product mix is now more diverse and stable, featuring sugar-free and low-sugar options, which enhances its market prospects [3] Group 4: Operational Insights - The company has adopted a more cautious and disciplined approach in recent years, focusing on solidifying its foundational operations and stabilizing relationships with distributors [6] - Tang Binsen emphasized the importance of respecting market dynamics and maintaining operational efficiency without unnecessary disruptions [6]

Core Insights - The founder of Yuanqi Forest, Tang Binsen, announced a significant strategic adjustment during the 2025 dealer conference, which involves the separation of the dairy brand Beihai Pasture from the main group to operate independently [1] - Beihai Pasture will focus on low-temperature yogurt and enhance research and development to provide better functional yogurt experiences for consumers [1] - Yuanqi Forest will concentrate its resources on its core beverage categories, including sparkling water, Alien Electrolyte Water, and iced tea, while increasing investment in product development [1] Company Strategy - The decision to split Beihai Pasture is part of Yuanqi Forest's strategy to strengthen its core beverage market competitiveness after exploring multiple product categories [1] - The focus on "focusing on the main track and strengthening productism" is seen as a crucial direction for consumer goods companies to enhance operational certainty [1] - Yuanqi Forest is expected to maintain double-digit growth in 2025, driven by its relentless pursuit of product quality and deep resonance with young consumers regarding health, functionality, and emotional value [1]