Clue:

0 sugar soaked in water, can it still be called "Fat House Happy Water"? For a long time, pistachio seems to be synonymous with sugar and gain weight. In recent years, a dark horse has emerged in the beverage industry, but it has made "0 sugar, 0 fat and 0 calories" a new trend. Yuan Qi Forest, a new domestic product that looks like a Japanese brand, is rapidly becoming popular. What kind of strength does Yuan Qi Forest have behind the sugar signboard? Touch the quality and discover the future. Welcome to the 100,000 brand stories of Yuan Qi Forest.

Although Yuan Qi Forest quietly changed the word "mian" in the brand name to "qi", the big word "mian" on the packaging bottle is still impressive. If you are interested in the second dimension or Japanese characters, I believe you are no stranger to the "vitality" mentioned today. Especially "Xi", a variant of China today, is more common in Japanese characters. In Japanese, "Yuan Zhen" means spirit, vigor and energy. Unexpectedly, such a hot drink with the sign of "vitality" has little to do with Japan.

Yuan Qi Forest was born in 20 16, which is a local brand in China. Although only four short years have passed, its founder has a story. Speaking of Tang Binsen, friends may not remember. If we talk about his masterpiece Happy Farm Game, I believe everyone is familiar with it. Why does a big shot who has been in the internet industry for many years choose to make soda?

In fact, the success of Yuan Qi Forest is largely attributed to Tang Binsen's Internet entrepreneurial experience. At that time, Tang Binsen was still a young man who had just graduated from the Computer Department of Beihang University. In 2008, he just graduated with a master's degree and started his own business and established Zhixingtong. Tang Binsen, who won numerous innovation awards since childhood, led Zhimingtong to develop games. At that time, the game was called "Happy Farmers". Although there are precedents of similar games in the market, Zhi Ming Tong finally made the brand Happy Farm because of the correct decision, which became a generation of classics. Later, in 20 14, the game "The Battle of Kings" launched by Zhixingtong was a great success in overseas markets and was named the best game of the year by Facebook. However, with the rapid rise of mobile games and the change of competition pattern, Tang Binsen gradually realized the difficulty of continuing game development. He resolutely chose to quit and turned to real economy investment. Tang Binsen sold Zhixingtong to Chinese media at a premium of 28 times, and invested in brands such as Yimian and Christie's with the income of 65,438+billion yuan, and set foot in many industries such as craft beer and textile. In this way, Tang Binsen discovered the business opportunities in the beverage industry.

Tang Binsen has a keen sense of smell because of the contacts and vision cultivated by Internet entrepreneurship for many years. Knowing that he is a novice in the beverage industry, it is obviously unwise to start the production process from scratch, so he directly cooperated with Jianlibao to solve a major problem in production and supply chain with an old factory with decades of experience. Then on the issue of product positioning, Tang Binsen was keenly aware of the market's admiration for the two topics of "Japanese" and "health". Therefore, he positioned the beverage as "Yuanhuan", a style with strong Japanese flavor. From small beverage bottles to large companies, it was carefully packaged and presented a Japanese flavor. Tang Binsen even went to Japan to register a joint-stock company to supervise his vibrant forest. Its only function is to build a "pseudo-Japanese" beverage brand with dignity. In the eye-catching position of the package, the Yuan Qi Woods will be marked with a line-"Japanese company Yuan Qisenlin Producer", and it is really worrying to supervise yourself. Indeed, the wave after wave of "Japanese" packaging is sought after, revealing the helplessness of the current domestic market orientation, but people's vibrant forests are indeed legal and compliant, making rational use of consumers' pursuit of "Japanese" and successfully catering to this consumption trend.

However, is the success of Yuan Qi Forest only due to a "pseudo-Japanese" brand packaging? When we deeply observe its growth path in the past four years, we will find that Tang Binsen's business ideas of Internet model have played a key role in the rise of Yuan Qi forest. Tang Binsen injected "Internet gene" into Yuan Qi forest by running an Internet company.

You know, from network job-hopping to selling drinks, the span between virtual and reality is great. In the operation of the industry, there is no doubt that the ever-changing Internet industry tends to have a faster pace, and the updating of products and timely feedback of user experience need to be kept up as soon as possible to ensure the sustainable development of the company. This concept was brought to the vibrant forest by Tang Binsen. Just like the previous background data statistics application, Tang Binsen is very concerned about the data feedback of beverages. In the beverage industry, few people will take this complex feedback data so seriously. Tang Binsen saw the doorway and insisted on doing a good job of data feedback.

However, collecting data first is a big problem. For traditional beverage retail, restaurants, canteens and other retail outlets are scattered, and it is difficult to complete statistics. Moreover, it is difficult to convey the feedback of offline users on variety selection and opinions in time. Traditionally, most brands rely on the data services of market monitoring and data analysis companies to generate monthly or quarterly reports, so as to formulate the next strategy. But this is undoubtedly too slow for Tang Binsen. Tang Binsen believes that Yuan Qi Forest needs a system that can feed back data in real time like a game data platform, so as to stay one step ahead of market changes. Therefore, in order to feed back user data efficiently, Yuan Qi Forest even introduced external data services while establishing its own digital team. For example, the data service provider wins in code. Although Codewin was established shortly, its data service is based on large, medium and small chain stores and single stores all over the country, and it has built the largest retail big data alliance in China. Therefore, their market data is timely and accurate, which is favored by Tang Binsen. This wave of retail operation with the idea of Internet games has really enabled Yuan Qi Forest to quickly identify the pulse of the market, so as to be handy in making decisions. At present, there are six kinds of drinks on the market in Yuan Qi Forest, each of which strives to create a healthy model. This is the product layout formed with the market changes and has been widely recognized by the market.

This seemingly simple data analysis makes the dynamic forest step by step. On the basis of efficient data support, Yuan Qi Forest not only innovates in products, but also knows how to capture the taste of the market and make brand selection, thus making more explosive marketing. This year, at the same time as "Braving the Wind and Waves" was released, Yuan Qi Forest signed a contract with the popular Yuqi Zhang to speak for the product. Another example is the popular variety show "Vibrant Brothers", and there are also many vibrant forests. Yuan Qisenlin accurately locates the market taste, implants advertisements in variety shows and games that conform to his own brand culture positioning, focuses on the young, innovative and energetic style, spreads his "Yuan Qi" symbol with the help of a wider TV and Internet platform, and finds the direction of successful marketing accurately and quickly. In addition, rooted in the Internet, Yuan Qi Forest Milk Tea spread rapidly with the help of Amway, such as Li Jiaqi, which further promoted the popularity of the product. Based on direct and timely data feedback, Yuan Qi Forest can also occupy chain convenience stores in first-and second-tier cities on a large scale according to the keen market layout, thus forming large-scale sales. Behind this series of successful marketing, data is talking. It is also under this marketing concept that Yuan Qi Forest has become a blockbuster in just four years. In the first half of this year alone, Yuan Qi's forest sales reached 660 million yuan, and after a new round of financing in July this year, Yuan Qi's forest valuation was as high as 2 billion US dollars, equivalent to about 654.38+04 billion yuan. Compared with last year's valuation of RMB 4 billion, the myth of10 billion in just one year is inseparable from successful marketing strategies. Due to the advantages of the Internet and big data, the popularity of vibrant forests is not accidental.

It is true that the innovation of brand packaging and business philosophy is an important guarantee for Yuan Qisenlin to sell well all the way, but returning to the product itself, what is its flagship "0 sugar, 0 fat and 0 card" and is it really healthy enough? As we all know, diet soda is nothing new, but it is necessary to promote it as a "prominent school" led by Yuan Xian forest. The purpose of "sugar-free expert" is exactly what Yuan Qi Forest has positioned itself. However, diet soda is not as beautiful as expected. First of all, there is no shortage of sweetness in traditional sugar-free soda, because artificial sugar substitutes such as aspartame and acesulfame K are used as food additives when white sugar is cancelled. The forest of vitality also contains artificial sugar substitutes such as erythritol and sucralose.

Many so-called diet sodas will still raise people's blood sugar; Secondly, sugar substitution will affect the endocrine system, and excessive intake is harmful to health. Although the energy of most artificial sugar substitutes is zero, it will lead to leptin resistance or insulin resistance, affect the endocrine system and cause metabolic disorders. This is not only not conducive to weight loss, but will more easily lead to obesity. Eating sucralose can obviously reduce insulin sensitivity, and the effect is even greater than eating sugar directly. Erythritol is healthier, but it still has side effects such as gastrointestinal discomfort, flatulence or abdominal sound. As common food additives, these sugar substitutes are helpful to reduce sugar intake, but they are by no means a long-term dependent choice, and can not be regarded as "meal substitutes" for dieting and losing weight. This still needs everyone's attention

Generally speaking, Yuan Qi Forest is undoubtedly a great success of domestic explosive drinks in recent years. However, there is still a long way to go for Yuan Qi Forest to move from "explosion" to real "big name". From "Yuan Mian" to "Yuan Qi", Yuan Qisenlin gradually got rid of the false label of "Japanese". However, the outer packaging of milk tea series was suspected of copying the famous Japanese brand "No Price", which once again exposed Yuan Qi Forest's lack of confidence in brand design. How to improve product positioning and further improve data orientation is a problem that needs to be further solved in Yuan Qi Forest.