Core Viewpoint - The aggressive diversification strategy of the company, which has launched multiple new brands across various sectors, aims to build a comprehensive consumer brand amidst declining growth in the snack industry [1][2]. Group 1: Financial Performance - In 2024, the company's revenue rebounded to 10.622 billion yuan, reflecting a year-on-year growth of 49.3% [2]. - Online channels contributed 7.407 billion yuan in revenue, accounting for 69.7% of total revenue, with Douyin emerging as the largest growth driver, generating 2.188 billion yuan, a staggering increase of 81.73% year-on-year [2]. - Offline distribution revenue grew by 80% to 2.641 billion yuan, representing 24.9% of total revenue, aided by the launch of the "Yifenli Convenience Store" model [2]. Group 2: Strategic Initiatives - The company is pursuing a "full-category consumer brand" strategy to create a growth moat in response to the slowing snack industry [2]. - The sub-brand "Xiaolu Lanlan" generated 794 million yuan in revenue, accounting for 7.5% of total revenue, with a year-on-year growth of 35.01% [2]. Group 3: Challenges and Risks - The company faces structural issues, including a high reliance on online sales (nearly 70%) and uneven development among sub-brands, with only "Xiaolu Lanlan" achieving scale [3][4]. - The OEM procurement amount reached 4.482 billion yuan in 2024, with over 50% of major procurement being outsourced, leading to increased quality control pressures [5]. - The company must navigate a competitive landscape in new sectors, such as sanitary products, where established players hold 70% market share, and in coffee, where it faces price competition from major brands [6]. Group 4: Conclusion - The company's aggressive diversification represents a proactive evolution during industry transformation, validating the feasibility of the "full-category consumer brand" strategy despite challenges in sub-brand incubation and quality control risks [7].

Core Viewpoint - The company is expanding its product offerings beyond snacks to include personal care and household items, with a focus on high-frequency necessities and a goal to open 20 new stores this year [1][4][9] Product Expansion - The company plans to launch a new brand of sanitary napkins called "她至美" (She is Beautiful), along with 30 other personal care products including wipes, trash bags, and laundry detergent [1][3] - In the beverage sector, the company aims for a sales target of 100 million yuan for its alcoholic beverages this year, introducing three new brands including "呼息" (Breath) and "橘猫" (Orange Cat) [1][4] Sales and Revenue Goals - The company has set ambitious sales targets for various product categories: 250 million yuan for convenience foods, 100 million yuan for personal care products, and 50 million yuan for coffee [4][8] - The company reported a revenue growth of 49.30% year-on-year to 10.623 billion yuan in 2024, with a net profit increase of 24.17% to 408 million yuan [9] Market Strategy - The company is adopting a multi-channel approach, including the opening of a new type of store called "全品类生活馆" (All-Category Lifestyle Store) and expanding its convenience store model [1][9] - The company is focusing on supply chain efficiency and product standardization to enhance its market competitiveness [8] Brand Development - The company is incubating 33 sub-brands, with a strong emphasis on innovation and rapid market entry [4][6] - The founder emphasized the importance of seizing market opportunities and the flexibility of the company's operational structure to support multiple brand launches [6][8]

以下文章来源于一财商学 ，作者Yicai商学 一财商学 . 一财商学院定位于"全域数字商学院"，面向企业客户，提供覆盖企业全生命周期、全平台经营、全组织 学习、全链路运营的知识服务，助推企业数字化成长。 本文来自微信公众号： 一财商学 ，作者：刘嘉玲，头图来自：AI生成 在黄子韬宣布要做卫生巾两个月后，其主理的品牌朵薇正式上市了。叠加明星效应后，朵薇在当晚正 式上线发售中取得不错成绩，开售15分钟卖出19.5万件，当晚销售额突破4000万元，全天销量超126 万单，现货库存全部售空。在二手平台上，原价49.8元的组合装被炒至75元甚至190元。 在近几年卫生巾频繁成为社会热门话题前，它还不是个热门商业赛道。尽管规模高达800多亿元，且 用户基数庞大、还相当忠诚——认准一个品牌囤货、复购，是女性购买卫生巾的普遍现象，但这样的 消费习惯塑造了一个行业TOP5集中度高达60%的市场，业内大多是老玩家，已通过规模化生产、成 熟渠道和品牌认知构建壁垒，一度形成了"强者恒强"的固有格局。 而黄子韬挤进卫生巾行业，正是这几年行业松动迹象的侧写。目前，主要有三股新势力玩家入局：一 是她研社等原生互联网品牌；二是寻求品类扩张的 ...

三只松鼠也要做卫生巾了。5月21日，北京商报记者了解到，三只松鼠在生态大会上宣布推出卫生巾品牌"她至美"。不仅是卫生巾，按照三只松鼠创始人章 燎原的说法，三只松鼠不只是一个坚果零售品牌，而是要做全品类消费品牌，这些品牌包括但不限于宠物食品、酒类、洗护品牌……业内专家认为，三只松 鼠做全品类消费，主要是寻求市场扩张和多元化经营的一种方式。而三只松鼠的设想是要做行业的破局者。不管是多元化探索还是行业破局，这场全品类消 费转型中多少有些试水的成分，毕竟就连章燎原自己都说："先推出去试试。" 闯进卫生巾赛道 最近的卫生巾赛道有点热闹。三只松鼠推出的卫生巾品牌为"她至美"，"她至美"品牌负责人这样介绍这款产品："这款卫生巾起步就做到了消毒级别的品质 和水平，出厂0真菌检验效果、内含抑菌芯片，抑菌效果达99%，不含绒毛浆、零甲醛、零可疑性荧光剂，真正做到了健康安全有效。" 这话听着有些耳熟。两天前，自带流量的明星黄子韬高调在直播间发售卫生巾品牌"朵薇"。当晚，黄子韬在直播中表示："不是为了去赚钱而成立这个品 牌……我们的目标非常简单，就是想把这个产品做到让所有女性在用的时候是真的可以放心。" 一时之间，业内外对于为何短时 ...