21世纪经济报道记者肖夏 综合报道 618持续推进，平台接连传出喜报，葡萄酒、啤酒、次高端白酒销售继续增长，线下白酒则持续下探， 几大高端名酒批价创下阶段新低。场外，苏超热度加成下，洋河、今世缘都在通过赞助抢抓热度、接近 球迷消费群体。 行业要闻 天猫618第一阶段淘系酒类核心品牌增长72% 天猫披露今年618第一阶段战报，显示淘系酒类核心品牌同比增长72%， 其中，国产白酒 、葡萄酒 、黄酒均实现了双位数增长。国产白酒中剑南春销售额同比增长284%，泸州 老窖同比增长433%，郎酒同比增长90%，汾酒同比增长40%，古井贡酒同比增长143%，茅台王子酒增 长47%；红酒当中，奔富同比增长408%，位列淘系酒类核心品牌第二，葡萄酒品牌第一。 啤酒当中喜力增长37%，百威增长22%。此外，獭祭增长104%，麦卡伦增长47%，人头马增长24%。 北京二锅头、汾阳清香型白酒等9个地方特色酒产业入选工信部培育名单 近日，工业和信息化部办公厅发布传统优势食品产区和地方特色食品产业重点培育名单（第一批），北 京二锅头清香型白酒、怀涿盆地葡萄酒、山西汾阳清香型白酒、绍兴黄酒、亳州浓香型白酒、四川浓香 型白酒、赤水河流域酱香 ...

这些双向的跨界行为，打破了饮料与酒业之间原本泾渭分明的界限，构建起一幅全新的行业竞争图景。这些跨界混战不仅重构了行业竞争图景，更折射出 存量时代消费产业的集体焦虑与突围。 日前，三只松鼠亮出三张酒牌："孙猴王"精酿、"呼息"果酒、"橘猫"红酒。休闲零食巨头如此高调"喝"酒，为整个消费产业边界模糊的混战添上浓墨重彩 的一笔。 此前，疑似蜜雪冰城跨界酒业的"福鹿家"以奶茶模式经营鲜啤生意，元气森林也早已推出气泡酒，在预调酒领域悄然布局。而另一侧，酒业巨头们正反向 入侵饮料世界：重庆啤酒推出"苍洱橙味汽水"，乌苏啤酒推出低糖能量饮料"电持"，燕京啤酒将区域汽水品牌"倍斯特嘉槟"升级为全国单品，青岛啤酒则 通过并购整合崂山系饮料…… 跨界烽烟：饮料与酒业的双向渗透 三只松鼠以三大酒类品牌高调跨界，产品线覆盖精酿、果酒、红酒，试图以多元化产品矩阵覆盖不同人群的饮酒场景。元气森林则延续其气泡基因，推出 低度气泡酒，试图以熟悉的味觉体验降低消费者尝试门槛。这些自带庞大流量与年轻基因的品牌，正以闪电战姿态切入酒类市场腹地。 另一边，传统酒业亦不甘示弱。茅台推出悠蜜蓝莓果汁，泸州老窖推出全新醋饮品牌"柚吃醋"，古井推出能量饮料 ...

继来伊份、鸣鸣很忙、胖东来、盒马等零食、商超大佬之后，已然一片"红海"的酒类赛道，又迎来零食 新玩家。 近日，零食巨头三只松鼠在2025全域生态大会正式宣布进军酒类市场，一口气推出孙猴王（精酿啤 酒）、呼息（果酒）、橘猫（红酒）三大新品牌，试图分羹酒饮市场。在此之前，孙猴王茶啤已于4月 底悄然上市。 "从目前已规划的品牌，到未来品类增长的方向和渠道，我们都抱有较大信心。目前酒水品类预计年销 售规模约1亿元。"三只松鼠方面在接受《每日经济新闻·将进酒》记者采访时表示。 当下产业仍处深度调整期，白酒、啤酒、红酒市场已经进入存量竞争时代，精酿啤酒、果酒赛道更是涌 入众多跨界新玩家。从零食跨界做酒类生意，三只松鼠的底气何在？在瞄准年轻人新酒饮、人人都想分 一杯羹的酒类赛道，手握庞大年轻消费群体、百亿营收的三只松鼠能否后来居上？ 锁定酒水品类1亿元"小目标" 孙猴王上线1个月销售超600万元 数据显示，2023年中国酿酒行业产品销售收入达到10802.6亿元，同比增长约14%。当年国内中低度酒 行业市场规模6341亿元，有人预计在2021至2025年间，年复合增长率可达30%。 2024年，整个酒类进入行业深度调整期。 ...

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]

"我命由我不由天，这是哪吒，也是天生倔强的三只松鼠。"5月19日，三只松鼠在上海举行2025全域生态大会，创始人章燎原在演讲台自信地高喊。 历经3年的调整，三只松鼠走出"至暗时刻"，去年营收重回百亿规模。"三只松鼠过去13年的成功和失败对于2025年来讲只是一个沉淀和铺垫，铺垫的结果 是整个企业未来一定是走向大型企业。"章燎原说。 对于三只松鼠的2025年，章燎原将其形容为"重生年"。所谓重生，指的是在过去3年穿越低谷的过程中，三只松鼠认清了自己，也知道未来该怎么去走。 如何重生？章燎原已为这家公司锚定好了方向。 此次大会上，章燎原及高管团队发布了三只松鼠的最新战略规划，包括密集孵化一系列新品牌，还要跨界开出 "生活超市"和便利店，并始终强调产品"高 端性价比"战略。大会之后和小食代等交流时，他也对这些规划做了进一步阐释。 我们一起来看看。 "错过就来不及" 轻食品牌"蜻蜓教练"、滋补品牌"东方颜究生"、方便速食品牌"超大腕"、高端坚果品牌"大满坚果"、咖啡品牌"第二大脑"、主打宠物食品的"金牌奶爸"、 母婴用品品牌"小鹿蓝蓝CARE"、精酿啤酒品牌"孙猴王"、红酒品牌"橘猫"…… 你没有看错，这些品牌都来自 ...