Recently, as traditional consumption sectors such as liquor and automobiles weaken, the market has begun to pursue new consumption. For example, in Hong Kong stocks, Pop Mart has become the first bull stock, leading the market; there is also the pet economy, and the new consumption in the market is significantly stronger than the traditional consumption sector, which has also aroused the popularity of many investors. But all new concepts face one problem, that is, new factors, are there cycles? It is still a one-time consumption, so it means that you either believe it early or don’t believe it. Therefore, it is necessary to sort out such factors.
The inspiration of the trend of Yuanwei Forest:
In recent years, new consumer brands have emerged one after another, and there are also big bull stocks. The most typical one is also regarded as a phenomenon by many people. That is Yuanqi Forest, including the 0 sugar factor, etc. After all, compared with alcohol, beverages are the favorites of young people. We noticed that as early as the 2019 Tmall 618 event, Yuanqi Forest won the top 1 in the water beverage category; on Double Eleven in 2019, Yuanqi Forest ranked second in the entire network of beverage sales, defeating Coca-Cola and Pepsi.
Subsequently, Yili and Nongfu Spring both launched their own new sparkling water products in the summer of 2020, leading a new trend in the industry. From 2018 to 2021, Yuanwei Forest's revenue growth rate reached 300%, 200%, 309% and 260% year-on-year respectively. According to estimates, in 2018, Yuanqi Forest had less than 200 million yuan in sales, and by 2021, its sales had reached 7.5 billion yuan. The growth rate of sugar-free beverages reached more than 30% in the two years from 2017 to 2018; in March 2020, the transaction amount of sugar-free drinking water was 72 million, while the transaction amount of sugar-containing drinking water was only 960,000. Demand for sugar substitutes such as erythritol is ushering in explosive growth.
Baoling-bao, as the leader in the functional sugar industry, has also become a big bull stock in 2020. However, we later found that the second super item was never discovered in Yuanqi Forest. Even the alien electrolyte water was actually not a so-called threshold. After major beverage vendors followed suit, they quickly stepped down from the altar. Other products are similar, with a stunning short-term effect, but it comes quickly and is silent. As long as there are new products, old-fashioned companies will soon join the track. Due to the low threshold, capital will also bring new brands.
As a matter of adding insult to injury, the "0 sucrose" incident in Yuanwei Forest in 2023, some consumers questioned Yuanwei Forest. Although milk tea products promote "0 sucrose", they actually contain crystalline fructose. In addition to false propaganda, it also directly hit this healthy trend. It damages the brand image. Subsequently, on July 12, 2024, Yuanqi Forest, officially announced that the price reduction of the entire product line was 30%, and the sales volume was immediate, but the problem was that the price war was to kill one thousand enemies and lose 800 of them, and to damage the brand value.
In fact, we saw that the trend of Baolingbao, the leader in this concept, also rose sharply, and then fell back, becoming the trend of a concept stock. This is actually very worthy of thinking. There is a key involved in this. As an event, it does exist, even at phenomenon, and is well known to everyone, but this does not mean that it can become a track or a continuous industry; for investors, at least they should not believe that any new concept can become an industry. After all, once there is an industry, it will be cycled and can be used repeatedly. If you simply play with concepts, many things will be simple. Next, share the hype ideas, operation strategies and mining ideas of such hot topics.
ColumnYu Ming Weekly Gold Stocks Season 6 Author:Yu Ming 888 coins 3 people have purchased View
