元气森林的关键瘦身 转自：北京日报客户端 2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑 战，新兴品牌凭借差异化定位、数字化营销和产业链布局快速崛起。变局之下，元气森林剥离非核心业 务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩 影。复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专 业团队专注低温酸奶与健康乳品领域。这也标志着元气森林从探索多品类战略转向全面深耕饮料主赛 道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品 类，形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推 动其独立运营，是立足自身资源禀赋的核心战略聚焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集 团研发、渠道、营销核心资源全部收拢至气泡 ...

2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑 战，新兴品牌凭借差异化定位、数字化营销和产业链布局快速崛起。变局之下，元气森林剥离非核心业 务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩 影。复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 元气森林的关键瘦身 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专 业团队专注低温酸奶与健康乳品领域。这也标志着元气森林从探索多品类战略转向全面深耕饮料主赛 道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品 类，形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推 动其独立运营，是立足自身资源禀赋的核心战略聚焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集 团研发、渠道、营销核心资源全部收拢至气泡水、电解质水等五大饮料 ...

2025年中国食品饮料行业正处于深刻变革期，传统老牌企业面临渠道重构、产品升级、舆情风波的挑战，新兴品牌凭借差异化定位、数字化营销和产业链布 局快速崛起。变局之下，元气森林剥离非核心业务，果子熟了坚守无糖茶，认养一头牛逆势布局上游，成为这一年度乳饮企业冲破瓶颈、锐意进取的缩影。 复盘新势力元气森林、果子熟了和认养一头牛的2025年，或迸发出解行业难题的新灵感。 元气森林的关键瘦身 "慢即是快"，元气森林创始人唐彬森在一个月前的2025年经销商大会上重申了这条产品主义。 这一年，元气森林完成了一次关键的战略"瘦身"，旗下乳品品牌北海牧场正式拆分并独立运营，引入专业团队专注低温酸奶与健康乳品领域。这也标志着元 气森林从探索多品类战略转向全面深耕饮料主赛道。通过剥离非核心业务，元气森林将资源集中于气泡水、电解质水、养生水、冰茶与乳茶五大核心品类， 形成清晰的产品矩阵。 资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原分析，"元气森林拆分北海牧场并推动其独立运营，是立足自身资源禀赋的核心战略聚 焦，核心逻辑在于剥离乳制品赛道的竞争损耗，将集团研发、渠道、营销核心资源全部收拢至气泡水、电解质水等五大饮料主业， ...

Core Viewpoint - Tencent Video has successfully leveraged the drama "The Lychee of Chang'an" for extensive monetization, attracting over 30 brands for advertising partnerships, indicating strong market enthusiasm for the show [1][2]. Group 1: Advertising and Brand Partnerships - Major brands such as Tmall, Vipshop, and Budweiser have invested in advertising within "The Lychee of Chang'an," showcasing the show's appeal to top advertisers [2]. - The dairy industry has seen significant advertising activity, with brands like Yili and Mengniu heavily promoting their products in conjunction with the show [2]. - Collaborative products have also performed well, with sales of special flavors like lychee-flavored fermented milk exceeding 100,000 bottles on launch day [4]. Group 2: Market Trends and Challenges - The sales of Guangdong lychee have surged, with a reported 560% year-on-year increase in transaction value on JD.com, and a 143% increase in search volume on Meituan since June [6]. - The video industry is facing challenges, with companies like iQIYI and Mango Media reporting significant revenue declines, leading to reduced content costs [9][10]. - Many film and television companies are increasingly dependent on video platforms, often compromising on project terms due to the platforms' dominant position [11][17]. Group 3: Tencent's Strategic Position - Tencent Video, as the producer of "The Lychee of Chang'an," holds significant rights and monetization opportunities, contrasting with the more vulnerable position of production companies [7][8]. - Tencent's revenue in Q1 reached 180 billion yuan, far surpassing iQIYI's 7.19 billion yuan, highlighting its strong market position [13]. - Tencent is increasing its investment in video content, establishing a dedicated online video business unit to enhance its competitive edge [15].