WISE2025 商业之王大会DAY2议程公布！ WISE2025商业之王大会DAY2将试图直面企业经营者最迫切的需求，从破解碎片化时代的用户洞察难题，到科技驱动下的消费品类重构，再到全球化背景 下的出海新策略，每个环节都围绕一个核心：在充满不确定性的市场环境中，如何建立一个真正跨越周期的商业品牌。 28日的演讲嘉宾，既有来自像尼尔森这样常年深入洞察一线的咨询企业，也有来自像华熙生物、麻六记这样的亲自下场从0到1建立品牌的掌舵人。 可以说，大会28日的议程，在试图描绘一套完整的未来商业作战指南。（DAY1剧透看这里 本周在哪儿投资你的「商业注意力」？WISE 2025为你划重 点！ ） 第四幕：认知游击战 ——在碎镜子里打捞用户 我们正站在一个"镜像破碎"的时代，消费者散落在无数的屏幕与场景中，"忠诚度"可以忽略不计，爆品生命周期以秒为单位迭代。在这样的混沌中，品牌如 何才能识别到真实的用户需求？大会28日的议程内容将试图探索答案。 大会开场，36氪首席内容官李洋将发表主题为：中国品牌时刻：从"存在感"到"定义权"的深度演讲。 大咖演讲｜中国品牌时刻：从"存在感"到"定义权" 36氪CEO冯大刚与尼尔森IQ中 ...

WISE2025商业之王大会 DAY1议程公布！ 2025 年的商业世界，似乎已经迈入了新的拐点，创业者和投资人都在寻找：下一步，钱从哪里来，价值又在哪里体现？ 尽管有诸多困惑散落在不同行业里，但2025年，中国品牌、中国科技正持续惊艳世界。风景这边独好，36氪年度重磅商业大会"WISE 2025商业之王"将参 与首届北京艺术与科技周，于11月27日-28日，落地北京朝阳798艺术区传导空间，书写这场"科技逆袭"的高燃故事："中国市场独好"、"这些行业独 好"、"来到WISE现场的企业独好"。 今年的 WISE 大会将突破传统形式，以 " 科技爽文短剧 " 为载体，讲述颠覆性创新如何重塑中国商业之路。大会聚焦 AI 、出海、品牌等核心赛道，还原 真实商业现场，并特邀 "AI 实战派 "" 出海老炮 "" 品牌建筑师 " 与台上嘉宾展开灵魂对话，对 2025 年商业与科技的融合进行一次深度审视。 以下是大会第一天的 " 爽剧 " 前三幕，我们将画好的重点奉上。 第一幕：新生 这样的 2025 与那样的2035 大会在 36 氪 CEO 冯大刚 " 风景这边独好 " 的开场中启幕。在随后的大朋友环节，冯大刚将深度 ...

Group 1: Brand Innovation - The "Gold Signboard" project by "First Financial" magazine annually identifies innovative brands based on consumer preference surveys, focusing on brand, design, and technology dimensions [1] - Successful brands are breaking traditional product boundaries by emphasizing experience and emotional appeal, leading to innovative consumption scenarios and diverse experiences [6][9] - The "Zhou Tongxue" IP by Juxing Legend has generated over 1 billion yuan in sales through collaborations with over 200 brands across five core sectors since its launch in 2019 [6] Group 2: Food and Beverage Sector - Kudi Coffee, one of the fastest-growing global restaurant brands, has won multiple gold and platinum awards at the IIAC International Coffee Tasting Competition from 2023 to 2025, including seven gold awards in 2024 [7] - Kudi Coffee has established a global supply chain base covering over 400,000 square meters, ensuring automated production to meet domestic and international demands [7] Group 3: Fashion Industry - UR has introduced a new model in the fashion industry that allows consumers to participate in fashion shows, achieving a transaction volume of 168 million yuan, a 49% year-on-year increase [8] - The brand's collaboration with Tmall created a full-link closed loop for online and offline sales, resulting in over 3.2 billion exposures globally [8] Group 4: Technology and Home Appliances - Kohler has developed a bionic water control technology to address common issues in traditional shower experiences, enhancing water flow consistency and reducing water waste [10] - Haier's Lead three-tub washing machine innovatively addresses user needs by allowing separate washing for different types of clothing, significantly reducing washing time by over 50% [14] Group 5: Gaming and Entertainment - Nintendo's "Drag x Drive" game redefines sports gaming by focusing on wheelchair basketball and promoting inclusivity for disabled athletes, setting a new standard for innovation in the gaming industry [11] Group 6: Telecommunications - Apple's launch of the iPhone Air, the thinnest phone to date at 5.6mm, has accelerated the adoption of eSIM technology in China, with major telecom companies planning to roll out eSIM services by the end of 2025 [12] Group 7: Artificial Intelligence - DeepSeek, an AI model developed by Hangzhou Deep Research, has significantly reduced the cost of AI development and application, impacting the global AI landscape [13] - LG Energy and the Korea Institute of Science and Technology have developed a new lithium battery technology that addresses dendrite issues, enabling electric vehicles to charge in 12 minutes and achieve a range of 804 kilometers [13]

Core Viewpoint - The article emphasizes the importance of brand innovation in breaking traditional consumer expectations and enhancing experiences through emotional engagement and diverse offerings [6][10]. Brand Innovation - The "Zhou Tongxue" IP by Juxing Legend has generated over 1 billion yuan in sales through collaborations with over 200 brands across five core sectors, showcasing the commercial value of strong IP [6][7]. - Kudi Coffee has established a global supply chain base exceeding 400,000 square meters, focusing on high-quality Arabica beans and achieving multiple awards at the IIAC International Coffee Tasting Competition [8]. - UR has successfully transformed the fashion experience by integrating live performances with shopping, achieving a transaction volume of 168 million yuan, a 49% year-on-year increase [9]. Technological Advancements - Kohler has introduced the "Bionic Water Control" technology, enhancing shower experiences by addressing common issues like water pressure fluctuations and ensuring efficient water usage [10][11]. - Nintendo's "Drag x Drive" game redefines sports gaming by focusing on inclusivity and innovative control methods, despite some content limitations [11]. - Apple's iPhone Air, with its ultra-thin design and eSIM technology, is set to revolutionize the mobile industry and accelerate the adoption of eSIM in China [12]. Breakthrough Innovations - Deep Seek has emerged in the AI sector, significantly reducing development costs and promoting accessibility in AI technology [13]. - LG's new lithium battery technology addresses dendrite formation, allowing electric vehicles to charge in 12 minutes and achieve a range of 804 kilometers [14]. - Haier's Lead three-tub washing machine caters to diverse laundry needs, reducing wash time by over 50% and responding to consumer demands for efficiency [15][16].

Core Viewpoint - Kudi Coffee has successfully positioned itself as a leading brand in the coffee market by leveraging strategic partnerships with major sporting and entertainment events, appealing to the interests of young consumers, and maintaining a strong supply chain to ensure quality and affordability [4][11][26]. Group 1: Brand Strategy - Kudi Coffee has emerged as a prominent player in the coffee industry, becoming the exclusive title sponsor of the 2025 Guangxi Road Cycling World Tour and partnering with various high-profile events such as the 2025 Wuhan Tennis Open and the League of Legends World Championship [4][5][13]. - The brand's marketing strategy focuses on engaging with young consumers through events that resonate with their interests, such as cycling and esports, thereby enhancing brand visibility and consumer connection [11][21][23]. - Kudi Coffee's pricing strategy is designed to be accessible, with products priced at 9.9 yuan, avoiding bundling and hunger marketing tactics, which appeals to the budget-conscious young demographic [15][31]. Group 2: Product Quality and Supply Chain - Kudi Coffee has achieved rapid growth, expanding to over 15,000 stores globally within three years and ranking among the top three coffee chains worldwide, while also being the second-largest in China [26][28]. - The brand emphasizes high-quality coffee sourced from renowned regions, such as Brazil and Ethiopia, and has received multiple awards, including seven gold medals at the 2024 IIAC International Coffee Tasting Competition [26][28]. - Kudi's robust supply chain management ensures consistent product quality and cost efficiency, allowing the brand to maintain competitive pricing while meeting the demands of large-scale events [29][31]. Group 3: Consumer Engagement - Kudi Coffee's collaborations with major events not only enhance brand prestige but also create opportunities for direct consumer engagement, as seen in their promotional activities during events that encourage social media sharing [21][23]. - The brand's dual celebrity endorsements resonate with young consumers, enhancing emotional connections and driving brand loyalty [26][31]. - By integrating into various cultural and entertainment spheres, Kudi Coffee effectively positions itself as a lifestyle choice for young consumers, fostering a sense of community around the brand [23][31].

Group 1 - The report titled "2025 Interesting Lifestyle Report" focuses on the consumption and lifestyle trends of young people in China, highlighting the theme "Fun! Growth" [1][3] - A survey of 5,306 individuals aged 16 and above across various city tiers reveals that nearly 60% of young people feel "anxious," yet they seek solace in solitude and nature [1] - Young consumers prioritize rationality in their spending, valuing both price and quality, while emotional value has become an integral part of their consumption choices, such as purchasing trendy toys and pets [1][4] Group 2 - The report identifies a "low desire" consumption trend among young people, which reflects a proactive approach to building certainty in their lives amidst uncertainty [4] - Young consumers exhibit "high resilience" in their spending habits, seeking emotional resonance and depth in their experiences [4] - The report showcases the "2025 Annual Interesting Brand Cases," featuring brands that resonate with young consumers' interests in fun, quality, aesthetics, care, and communication [5]

Core Insights - The global coffee market is undergoing significant changes, highlighted by the acquisition of JDE Peet's, the parent company of Peet's Coffee, by Keurig Dr Pepper (KDP) for €15.7 billion (approximately ¥130 billion) [2][4] - The acquisition is part of a broader strategy by JAB Holdings to consolidate its coffee business assets and enhance global market presence [4][14] - The coffee industry is facing challenges, particularly for premium brands like Peet's Coffee, which struggle to balance high-end positioning with market adaptability [5][15] Company Overview - KDP has a strong foothold in the North American beverage market, with a market share of 8.3% in 2024, ranking second in carbonated beverage sales [2] - JDE Peet's operates over 50 brands, including Peet's Coffee and Douwe Egberts, with coffee being a core revenue driver [2][4] - Peet's Coffee has a rich history, founded in 1966 by Alfred Peet, and is known for its high-quality coffee and innovative brewing techniques [5][6] Financial Performance - JDE Peet's reported a 7.9% increase in global sales to €8.837 billion (approximately ¥736 billion) for FY 2024, with adjusted operating profit rising by 52.4% [11][12] - Peet's Coffee has shown strong performance in the Chinese market, with a 23.8% increase in adjusted EBITDA [11] - Despite strong performance, the expansion of Peet's Coffee in China has slowed, with new store openings dropping from 98 in 2023 to 51 in 2024 [11][19] Market Dynamics - The coffee market is experiencing a shift from growth to competition for existing customers, with lower-priced brands like Luckin Coffee and Kudi attracting consumers through aggressive promotions [5][15] - Premium coffee brands face high operational costs due to their focus on prime locations and quality service, making it difficult to compete with lower-cost alternatives [15][16] - The demand for personalized coffee experiences is increasing, challenging traditional brands to innovate and adapt to changing consumer preferences [18][22] Strategic Responses - Peet's Coffee is launching a more affordable sub-brand, Ora Coffee, to target price-sensitive consumers, with prices ranging from ¥15 to ¥25 [22] - KDP's acquisition of JDE Peet's is seen as a strategic move to enhance its global coffee capabilities and address its previous market limitations [13][14] - The coffee giants are adjusting their strategies to maintain brand integrity while meeting diverse consumer demands across different markets [22]

Core Financial Performance - In the first half of 2025, the company achieved a revenue of 14.87 billion yuan, representing a year-on-year growth of 39.3% [5] - The net profit for the same period was 2.72 billion yuan, with a year-on-year increase of 44.1% [5] - The total number of global stores reached 53,014, with an addition of 9,796 stores compared to the same period last year, primarily driven by growth in mainland China [5] Store Expansion and Market Penetration - The growth rate of new stores in mainland China accelerated significantly, with a quarter-on-quarter increase of approximately 16% in H1 2025, compared to only 7% in H2 2024 [5] - Most new stores are located in third-tier cities and below, with 5,707 new stores in these areas, accounting for nearly 60% of the total new openings [5] - The company aims to penetrate approximately 30,000 town markets across the country for future store growth [5] Same-Store Sales and External Factors - Although same-store sales growth data was not disclosed, it is estimated that same-store growth approached 9% in H1 2025 [5] - The rise in delivery services has positively impacted sales performance across the tea beverage sector [5] Cost Management and Profitability - Despite rising costs for coffee beans and lemons, the overall gross margin for H1 2025 was 31.6%, only a slight decrease of 0.3% from the previous year [6] - The company attributes the stable gross margin to the decline in sugar and milk prices, as well as improved supply chain efficiency [6] Lucky Coffee's Growth Potential - Lucky Coffee has seen significant expansion, with over 7,000 signed stores as of July 2025, compared to approximately 4,000 at the end of 2024, indicating a growth rate of 150% if the target of 10,000 stores is met by the end of 2025 [7] - The focus of expansion has shifted to first- and second-tier cities, with a validated profitability model for single stores in first-tier cities [7] Product Strategy and Market Positioning - Lucky Coffee differentiates itself from the company's other brand, Mixue Ice City, by focusing on freshly brewed coffee using a semi-automatic coffee machine and factory-roasted beans [9] - The introduction of the "fruit coffee" series aims to leverage the company's existing supply chain advantages, utilizing frozen fruit purees from Mixue [9] International Expansion and Operational Efficiency - The number of overseas stores grew to 4,733 in H1 2025, a net increase of 128 stores year-on-year, but a decrease from 4,895 in H2 2024 due to optimization efforts in Indonesia and Vietnam [12] - The company is focusing on improving operational efficiency in overseas markets, with daily sales per relocated store increasing by over 50% [12] - Plans for global expansion continue, with new stores opening in Kazakhstan and Malaysia, and a production base in Hainan aimed at supporting Southeast Asian markets [13]

Core Viewpoint - Mixue Ice City is expanding its second growth curve overseas, with its coffee brand Lucky Coffee preparing to open five stores in Malaysia, potentially marking its first international venture [2]. Group 1: Company Expansion - Lucky Coffee is viewed as the next Mixue Ice City, having rapidly expanded to over 7,000 stores in China, making it the fourth largest fresh coffee brand domestically [2]. - The brand aims to replicate its low-price strategy in Malaysia, where it will face competition from local coffee brands that have adopted similar pricing models [2][3]. - Mixue Ice City has successfully expanded in Southeast Asia, with significant growth in Indonesia and Vietnam, indicating a proven strategy for entering new markets [6][10]. Group 2: Market Competition - Southeast Asia is home to several local coffee brands that mimic the business model of Luckin Coffee, including Fore Coffee, Flash Coffee, and ZUS Coffee, all of which have established a strong presence in the region [2][3]. - Flash Coffee recently went bankrupt due to overexpansion and lack of operational experience, highlighting the risks associated with rapid growth in competitive markets [4]. - Lucky Coffee's entry into Malaysia will require it to compete against established brands like ZUS Coffee and GIGI Coffee, which have already captured significant market share [9]. Group 3: Pricing Strategy - Lucky Coffee's strategy involves offering coffee at a price point of 6.6 yuan, which is lower than competitors, aiming to attract price-sensitive consumers in Malaysia [5][9]. - The brand's success in China was largely due to its integration with Mixue Ice City's supply chain, allowing for lower operational costs and competitive pricing [5][7]. - The coffee market in Southeast Asia is fragmented, with diverse consumer preferences, making it essential for Lucky Coffee to adapt its offerings to local tastes while maintaining its low-price strategy [3][10]. Group 4: Financial Performance - Luckin Coffee reported a revenue of 91.4 million yuan in Singapore for the first three quarters of 2024, but its expenses reached 167.7 million yuan, indicating challenges in achieving profitability in international markets [8]. - The overall coffee market in Southeast Asia is significantly smaller than that of China, which may limit the profitability potential for brands like Luckin Coffee and Lucky Coffee [10].

Group 1 - The core issue revolves around food safety complaints against Kudi Coffee, with multiple consumers reporting finding foreign objects, including flies, in their drinks [1][3][4] - Kudi Coffee has rapidly expanded its store count, aiming for 50,000 locations by the end of 2025, but faces skepticism from industry insiders regarding the feasibility of this target [2][9] - The company has introduced a convenience store model as part of its strategy to penetrate the coffee market further, but this has led to challenges for franchisees, including financial losses due to high operational costs [6][7][8] Group 2 - Kudi Coffee's marketing strategy includes a low-price approach, with drinks priced at 9.9 yuan, which has contributed to its rapid growth in a competitive market [1][2] - The company has faced criticism for its handling of food safety issues, with consumers demanding higher compensation than what has been offered [3][4][5] - The convenience store initiative has been met with mixed results, as franchisees report difficulties in profitability and competition from other brands [7][8][11] Group 3 - Kudi Coffee's rapid expansion has resulted in market saturation in some areas, leading to complaints from franchisees about declining sales due to the opening of new stores nearby [11][12] - The company has attempted to diversify its offerings by introducing food items like boxed meals and breakfast options, but these efforts have not yet proven to be significantly profitable [10][11] - Kudi Coffee's growth strategy is under scrutiny as it competes with established brands like Luckin Coffee and others, which have shown strong performance and expansion [12]