Workflow
名仁苏打水
icon
Search documents
“双场景”营销战略,名仁苏打水在缩量时代的增长密码
Sou Hu Cai Jing· 2025-08-25 06:27
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 ...
连续八年稳居国内苏打水市场销冠,名仁靠什么“卷赢”对手?
Sou Hu Cai Jing· 2025-06-18 12:17
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]