关注公众号回复"报告"免费领取各行业2024趋势报告 每天三分钟，用CEO的视角听张超评说品牌、解读商业。分享对于商业世界的认知、观 察、思考。 大渔策划创始人 协助多家企业快速从0~10、10~30亿 咨询交流 +v:dych201701 本文来自微信公众号： 大渔策划张超 ，作者：大渔策划张超，原文标题：《万字讲透三得利：从杂货铺到千亿威士忌巨头，三得利的做对了什 么？》，题图来自：AI生成 以下文章来源于大渔策划张超 ，作者大渔策划张超 大渔策划张超 . 三得利2024年营收超过1600亿人民币，稳居全球饮料行业前三，是农夫山泉的4倍，娃哈哈的2倍，创业初期推出的"赤玉波特酒"曾打破欧美对葡萄酒 市场的垄断，穿越百年仍然畅销，成为日本葡萄酒工业的里程碑式产品。山崎威士忌更以"东方风味"征服全球烈酒市场、2018年，单瓶山崎50年在香 港拍卖会以233.7万港元成交，刷新日威拍卖纪录。 在茶领域，三得利乌龙茶绑定福建乌龙茶，打造"中国血统"，成功击败伊藤园，实现在无糖茶领域的后来居上。三得利乌龙茶在中国无糖茶市场，更 是成了"中国茶"的代表，是仅次于东方树叶的第二大品牌。 从西方葡萄酒、西方威士忌、再到中 ...

Core Insights - Suntory's revenue for 2024 is projected to exceed 160 billion RMB, positioning it among the top three global beverage companies, significantly outperforming competitors like Nongfu Spring and Wahaha [1] - The company has successfully localized Western products, such as wine and whiskey, to cater to Japanese tastes, exemplifying a history of adaptation and innovation [3][4] Group 1: Company Overview - Suntory's "Akadama Port Wine" broke the Western monopoly on the wine market and remains a milestone product in Japanese wine history [1] - The company has established itself as a leader in the beverage industry, with its Yamazaki whiskey achieving record auction prices, highlighting its global appeal [1] Group 2: Market Positioning - Suntory's Ulong tea has successfully captured the Chinese market, becoming the second-largest brand in the no-sugar tea segment, demonstrating effective market penetration strategies [2] - The company has positioned its Ulong tea as a representative of "Chinese tea," effectively competing against established brands like Ito En [2] Group 3: Historical Development - Suntory's development can be divided into four key phases, starting from the establishment of Japanese-style wine in the late 19th century to the current dual focus on affordable and premium whiskey [5][7] - The first phase (1989-1920) involved the introduction of Japanese wine, while the second phase (1920-1945) focused on creating Japanese whiskey, marking significant growth for the company [7][27] Group 4: Localization Strategy - The founder, Shinjiro Torii, recognized the potential of wine in Japan and adapted Western wine to suit local tastes, leading to the creation of "Akadama Port Wine" [6][12] - Suntory's strategy included modifying the wine's formula to reduce acidity and increase sweetness, making it more palatable for Japanese consumers [13][21] Group 5: Cultural Integration - Suntory effectively utilized cultural symbols in branding, such as the red circle label representing Japan's national flag, to evoke national pride among consumers [19] - The company has successfully integrated its products into Japanese dining culture, promoting wine as a staple in izakayas (Japanese pubs) [14][75] Group 6: Whiskey Market Transformation - The introduction of the "Kaku Bottle" whiskey in 1937 marked a significant shift, establishing a uniquely Japanese whiskey that resonated with local consumers [38][47] - Suntory's whiskey has evolved from a high-end product to a widely consumed beverage, with strategic marketing and pricing adjustments facilitating this transition [56][77] Group 7: Recent Challenges and Innovations - The company faced challenges due to economic downturns and changing consumer preferences, leading to a decline in whiskey consumption [83][89] - Suntory's recent strategies include launching canned whiskey products to appeal to younger consumers and compete with beer, reflecting a shift in marketing and distribution approaches [102][103]

Group 1 - Suntory, the creator of Japanese whisky, has opened its first independent boutique store in partnership with China Duty Free Group at Haikou International Duty Free City in Hainan [2] - The boutique spans 49.5 square meters and is designed to reflect Suntory's unique Japanese art and cultural concepts, enhancing its brand influence in the high-end retail sector [2][3] - The store aims to provide an exceptional shopping experience to Chinese consumers, aligning with the growing appeal of Hainan as a strategic location for luxury goods [2] Group 2 - The boutique follows three main design principles that showcase the brand's unique heritage and craftsmanship, embodying the founder's spirit of ambition and innovation [3] - The design incorporates traditional Japanese aesthetics, utilizing textures and materials to reflect the beauty of nature and craftsmanship [3][4] - Elements such as Washi screens and Japanese calligraphy are integrated into the store's design, creating an immersive atmosphere that resonates with Japanese natural harmony [4] Group 3 - The boutique offers unique services and rituals that highlight the Japanese art of hospitality, "Omotenashi," enhancing the customer experience [6] - It features four distinct areas showcasing Suntory's entire brand lineup, including limited edition and high-aged whiskies, providing collectors with exclusive opportunities [6][8] - A central display inspired by Japanese Zen gardens serves both as a whisky showcase and tasting area, complemented by a dedicated bar for invited guests [6] Group 4 - The boutique will provide a "Japanese gift-giving art" experience, offering guests a selection of carefully curated collectibles and gifts [8] - Suntory's Global Travel Retail Managing Director emphasized the significance of this boutique as a new chapter in the company's development within the duty-free sector, showcasing the vibrancy of Hainan's market [8] - The collaboration with China Duty Free Group is seen as a step towards enhancing the high-end strategy for global duty-free spirits, delivering a unique shopping experience for discerning consumers [8][10]