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 ...

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]