Core Insights - The success of a brand in the Chinese beverage market is determined by its foundational strength and ability to illuminate new paths for successors, as demonstrated by Mingren Soda Water's journey over 21 years [1] Category Breakthrough - Mingren Soda Water has effectively transformed the concept of "granularity" into "necessity" by addressing the unmet needs in specific consumption scenarios, particularly in relation to its alkaline properties that can neutralize stomach acid, targeting high-frequency occasions like drinking before and after alcohol [3][4] - The brand has expanded its market reach by introducing a no-sugar soda water for teenagers, "Blue BUFF," which meets the health needs of young consumers and transitions soda water from a traditional market to a health drink for all age groups [4] Market Penetration - Mingren has successfully shifted consumer perception from viewing its products as optional to essential by creating a strong mental association with specific consumption scenarios, utilizing strategies like terminal displays and recommendations at drinking occasions [6][7] - The brand's dual-scene deep operation strategy has established a robust mental barrier, ensuring that consumer demand is triggered by specific scenarios linked to Mingren [7] System Expansion - In a market where many brands struggle with short-lived products, Mingren has built a comprehensive operational system that emphasizes product matrix, technological support, and channel collaboration, enabling sustainable growth [10] - The company leverages its pharmaceutical background to enhance its technological competitiveness, establishing research bases and laboratories to ensure seamless integration of market insights and product development [11] - Mingren has developed a clear product matrix that includes a flagship soda water and various health-oriented products, addressing diverse consumer needs across different channels [13] Value Elevation - As a leading brand, Mingren has taken on the role of a category co-builder, collaborating with research institutions to establish technical standards for soda water, thereby addressing market chaos caused by a lack of standards [15][17] - The company shares its technological advancements with the industry, lowering innovation barriers for smaller enterprises and fostering a collaborative environment [18] - Mingren aims to broaden consumer understanding of soda water, promoting it as a daily health beverage rather than just a drink for alcohol consumption, thus expanding the market potential for the entire category [19]

Core Insights - The "Mingren Phenomenon" showcases a successful case in the fast-moving consumer goods (FMCG) sector, highlighting the effectiveness of the "dual-scenario" marketing strategy in achieving double-digit growth amidst a challenging retail environment [1][7]. Group 1: Event Overview - The 7th China FMCG Conference was held in Shanghai from August 19-21, attracting over 2,500 participants including manufacturers, industry experts, and channel representatives to discuss new industry trends [1]. - The conference featured discussions on how brands can navigate growth challenges, with Mingren Soda Water emerging as a standout example of success [1][3]. Group 2: Dual-Scenario Marketing Strategy - Mingren Soda Water's growth is attributed to its "dual-scenario" marketing strategy, which includes the "pre-drinking and post-drinking" scenario and the "fire-burn-dragon" scenario, effectively embedding the product into key consumption occasions [8][9]. - The "pre-drinking and post-drinking" scenario focuses on integrating soda water into the Chinese dining and social culture, particularly in relation to white wine consumption [9][11]. - The "fire-burn-dragon" scenario targets high-traffic dining environments such as hot pot and barbecue, where there is a strong demand for beverages that alleviate spiciness and greasiness [18][21]. Group 3: Implementation and Results - Mingren's strategy involves deep collaboration with white wine distributors, leveraging their established networks to penetrate key channels such as tasting events and group purchases [11][14]. - The company has seen significant sales growth, with some trial stores reporting a sales increase of over 1000% after implementing the scenario marketing approach [23]. - Mingren has established partnerships with over 30,000 dining venues across 12 cities, generating substantial market engagement and consumer interest [23][24]. Group 4: Product and Supply Chain Strength - The success of the marketing strategy is supported by Mingren's adherence to pharmaceutical standards in product development, ensuring high-quality and health-oriented offerings [25][27]. - The company operates 30 production lines across four bases, providing a robust supply chain capable of meeting market demands [25][26]. Group 5: Future Outlook - Mingren plans to continue expanding its scenario marketing strategy, exploring new environments such as education, snack shops, and fitness centers to build a comprehensive scenario matrix [28]. - The company's approach not only drives growth but also creates sustainable value for distributors, enhancing profitability and market opportunities [28].

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]