The 2023 performance forecast shows that Dongpeng Beverage's revenue is 11.263 billion yuan, officially entering the 10 billion club. Dongpeng Special Drink has become a 10-billion-level super single product, ranking first in China's energy drink sales list for three consecutive years, and the 500ml bottled Dongpeng Special Drink has entered the top three of Nielsen's national beverage single product rankings for the first time, and the company's development potential is rapid.
According to the "2024 China Beverage Industry Trends and Outlook" report recently released by NielsenIQ, beverages as a whole continue to lead the FMCG market, with the industry growth rate reaching 6%. However, with the continuous diversification of consumer demand and the more subdivision of beverage categories, the difficulty of appearing "tens of billions of single products" is increasing year by year. At a time when the performance growth of major beverage companies is slowing down, the performance of Dongpeng Beverage is soaring forward, and the strength of the enterprises behind it should not be underestimated.
Fully implement the 1+6 strategy and 1 10 billion N hits
The "secret" of Dongpeng Beverage's performance to achieve soaring performance is not complicated. Through the insight into consumer trends, Dongpeng adjusted the company's strategy in a timely manner, promoted product innovation, and responded to the diversified needs of consumers with a diversified product matrix.
In 2023, Dongpeng Beverage put forward the strategy of "comprehensive development of the whole country and cultivating the second curve", and at the beginning of 2024, Lin Muqin, chairman of Dongpeng Beverage, clarified the development strategy of "fully implementing the 1+6 multi-category strategy and building a leading beverage group in China". Under the strategic guidance, Dongpeng Beverage's one of its flagship products, Dongpeng Special Drink, has strong growth and has become a recruit in the 10 billion camp of the beverage industry. While consolidating the basic plate of Dongpeng Special Drink, Dongpeng Beverage also actively laid out a number of high-growth tracks such as electrolyte water, sugar-free tea, coconut water, cocktails, etc., and launched 6 new categories such as hydration, oolong tea, island coconut, and VIVI cocktail, further expanding consumption scenarios and consumer groups, and driving the overall revenue growth of Dongpeng Beverage.
It is exciting that Hydration has achieved a revenue collection of more than 500 million yuan in just one year after its listing, and has achieved the second best result in the SKU (minimum stock keeping unit) of new products in the whole beverage category, and is scheduled to become the next hot item. After the epidemic of electrolyte water track is hot, Dongpeng Beverage sees the special effect of "electrolytes" on maintaining human health, launches hydrating electrolyte drinks, and anchors the core sports population, focusing on sports consumption scenarios such as running, playing ball, climbing, and fitness, creating a strong product awareness of "rapid replenishment of electrolytes", and accurately meeting the core needs of target consumers to purchase electrolyte water products. It is reported that in 2024, the full product line of "Hydration" will be expanded to 11 SKUs, in order to achieve full scene, full population, and full price coverage.
The high growth rate of hydration shows that Dongpeng Beverage has laid out a multi-category strategy, and the second curve growth curve has been effective.
Enhance core competitiveness Multi-wheel drive to promote performance soaring
In addition, Dongpeng Beverage's supply force, channel power and brand power are driven by multiple wheels to ensure product supply and promote the efficient operation of the enterprise, and the construction of its supply chain and channels has become one of the core competitiveness of Dongpeng Beverage, boosting performance growth.
From the perspective of channel supply chain, Dongpeng Beverage Group has laid out 10 major production bases across the country, and 9 bases have been officially put into operation and production except for the Tianjin base under construction, and the company's production base has a design capacity (output) of more than 3.35 million tons/year, which can meet the national market demand; In addition, Dongpeng Beverage has established an online and offline, all-round and three-dimensional sales channel coverage network. It is understood that at present, Dongpeng Beverage has 2,981 distributors, and the terminal outlets have exceeded 3.4 million, covering 100% of the prefecture-level cities across the country. In terms of online channels, Dongpeng Beverage currently has flagship stores on e-commerce platforms such as Tmall, JD.com and Pinduoduo, and has established stable cooperation with new retail platforms such as Duoduo Grocery and Meituan Optimal to increase consumer touchpoints and promote sales.
In addition, Dongpeng Beverage also carried out marketing around the "8 groups and 20 categories" key consumer groups, and gradually shifted the target group from "driving people" and "blue-collar people" to a wider range of "e-sports people" and "white-collar people". For the functional drink Dongpeng Special Drink, it continues to convey "Drink Dongpeng Special Drink when you are tired and sleepy", and help Dongpeng Special Drink become the first association at the moment of "tiredness"; At the same time, it will give full support to new products, for example, for "hydration", through the launch of focus and trendy ladder media, the entry of core subway stations, high-speed rail stations, bus stations and other media scenarios, as well as the cooperation of offline sports venues, schools, scenic spots and other projects, the hydration will create a young and energetic brand image and capture the minds of consumers.
Dongpeng Beverage is deeply engaged in the beverage industry and has made multi-dimensional efforts to escort the impact of the next 10 billion yuan for the enterprise.
Tens of billions is a new starting point for Dongpeng.
At present, the development of all categories of Dongpeng Beverage has achieved remarkable results, and the second growth curve has contributed to the performance. In the future, with the comprehensive implementation of the "1+6" multi-category strategy and the continuous exploration of more sustainable development capabilities of the enterprise, it is believed that it will continue to maintain a leading position in the beverage industry, provide consumers with more diversified high-quality products and services, and inject new vitality into the development of China's beverage industry.