品类突破：把"颗粒度"做成"刚需度" 在快消行业"精细化运营"成为共识的当下，"颗粒度"经常被等同于竞争力。似乎把人群切得更细、职业 分得更多、渠道拆得更碎，就能自然实现高市场渗透。结果，品牌们往往陷入"为细分而细分"的内卷陷 阱，却忽视了最根本的问题：颗粒度如果不能转化为市场渗透率，会造成更大的资源浪费。 在中国饮料这片市场，一个品牌的成功，往往不在于短期的声量有多大，而在于自身根基有多深，路径 能否为后来者照亮新的方向。名仁苏打水，在21年的"笃行"中，完成了一场从品类破局、心智渗透、系 统构建，最终为整个行业开辟全新增长赛道的精彩叙事。 2025年10月22日，由中国民族卫生协会健康饮水专业委员会、中国农业科学院农产品加工研究所联合主 办，焦作市明仁天然药物有限责任公司承办，以"中国苏打水·健康中国人"为主题的第二届苏打水行业 发展论坛暨名仁青少年饮用苏打水新品发布会在河南焦作举办，这场汇聚了政企研多方核心力量的盛 会，既是名仁自身发展的里程碑，更是苏打水行业价值升维的缩影。 01 而名仁，跳出了这一思维定式，没有泛泛地传播"健康"概念，而是找到了一个极其克制的切入口"苏打 水的弱碱属性可以中和胃酸"， ...

作者丨新经销 名仁现象引爆第七届快消品大会 8月19-21日，第七届中国快消品大会在上海举行。大会以「新需求 新供给」为主题，吸引了超过2500名快消厂商、行业专家和渠道商代表齐聚一堂，共 同探讨行业新趋势。 在零售变革的深水区，品牌普遍面临增长放缓甚至下滑的挑战。然而，名仁苏打水却凭借"双场景"营销战略在2025年上半年取得了两位数增长，成为当之 无愧的"黑马"。 大会现场，名仁苏打水品牌场景部总监、东南大区销售总监李萌萌，全国营销副总监、中西部战区总监田东建，系统阐述了"双场景"战略如何帮助企业与 经销商实现逆势增长。 与此同时，营销专家、场景营销研究院副院长刘春雄老师，从理论高度揭示了"场景引爆与同城传播"的逻辑。名仁案例，引发了与会厂商的热烈讨论与广 泛关注。 可以说，"名仁现象"不仅是一种企业个案，更为行业提供了一个新的样本：在缩量时代，唯有深度洞察场景、重构供给方式，才可能跑出真正的增长曲 线。 "双场景"驱动 名仁苏打水的增长密码 名仁苏打水能够在缩量时代跑出两位数增长，真正的密码在于"双场景营销战略"。 所谓"双场景"，即"酒前酒后"场景与"火烧龙"场景。这两大场景既承载着中国消费者的饮食文化 ...

Group 1 - The core viewpoint of the article highlights the rising demand for healthier and functional beverages, with soda water emerging as a popular choice in China, projected to reach a market size of 32 billion yuan by 2025 [1] - Mingren, as a leading brand in the soda water industry, has maintained its position as the top seller in the domestic market for eight consecutive years, achieving sales of 4 billion yuan in 2024, capturing over 20% market share [1][7] - The article emphasizes the importance of innovative marketing strategies, such as the "drink Mingren before and after alcohol" campaign, which successfully integrates soda water into drinking scenarios [5][6] Group 2 - Mingren has adopted a series of strategies to stabilize the market, including continuous product innovation, increased R&D investment, and flexible market policies to meet the needs of consumers and distributors [3][5] - The company has established a "scene department" to enhance B2B customer operations and consumer communication, facilitating collaboration with alcohol companies to create new beverage pairings [5][9] - Mingren's focus on building strong relationships with distributors, characterized by a "distributor-centered" approach, has created a competitive barrier and fostered a positive feedback loop between brand reputation and consumer trust [6][8] Group 3 - Over the past 20 years, Mingren has developed a robust production infrastructure, including multiple production bases and 27 specialized soda water production lines, supporting its market expansion [7][8] - The company leverages its pharmaceutical background to ensure product quality, maintaining a stable pH level that enhances its health attributes, which increases consumer trust [8] - Mingren's participation in setting industry standards for soda water demonstrates its leadership and commitment to quality, further solidifying its position as the top brand in the sector [8][9]