"Apocalypse" of Yuanqi Forest: How to create a market value of 6 billion US dollars with false advertisements of "zero sugar, fat and zero card"

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Yuanqi Forest is also willing to spend money offline.

During the same period when "Lang Jie" was broadcast, the billboard of Shanghai Golden Eagle International Shopping Center pulled up a huge poster, and the slogan of "0 sugar, 0 fat, 0 card" was prominently hung on the billboard.
Billboards are all occupied by international luxury brands such as Gucci, Prada, and LV.

According to the information released to the public, Yuanqi Forest’s 2020 marketing cost investment is planned to be 500 million yuan, but this figure is likely to be less.

Heavily invited popular first-line celebrities to endorse platforms, strongly sponsored several popular variety shows and station B documentaries, as well as viral communication between more than 20,000+ Xiaohongshu notes and KOLs on major Internet platforms, as well as offline advertising bombings of spending money.
.
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500 million investment may be "self-humble", as Tang Binsen said, when I have 2 billion income, I dare to spend 1.

8 billion.

The story of the new consumer "empire"

The story of the new consumer "empire"

Since college, Tang Binsen, who has frequently gone abroad, has been deeply impressed by the wealth of consumer products abroad.

In his view, the gap in life between China and the United States does not come from high-tech, but from consumer products.

Take beverages as an example, refer to the product lines of giants such as Japan and Suntory, which roughly include carbonated beverages, fruit juice beverages, tea beverages, coffee beverages, milk beverages, flavored water beverages and other categories.

Can have eye-catching innovative products and single products with stable sales.
For example, Suntory’s transparent milk tea, instead of adding water to the essence, extracts the aroma and flavor of black tea and milk through distillation, opening up the company’s transparent beverages, as well as Itoen, famous for its green tea, with 19 sub-brands and hundreds of SKUs.

The development of the domestic beverage market is actually not too late, but new products have been lacklustre.

Nongfu Spring has been established 25 years ago, and currently the most recognized ones on the market are pure water, water-soluble C and tea π.
The research and development speed of Yuanqi Forest SKUs is several times faster than that of peers.
It is said that only 5% of SKUs are listed, but why the remaining 95% were not launched during the period of rising heat? This is very fascinating.

However, this does not prevent the capital from giving vitality forest great confidence.

According to data from the "Information Query Platform for a Certain Enterprise", since its establishment, Yuanqi Forest has received a total of 6 financings, and the latest round of financing after investment has reached a valuation of US$6 billion.
Compared with the $2 billion valuation after a round of financing in early 2020, the valuation is equivalent to three times in one year.

What is the concept of $6 billion? In 2018, based on the closing price when Station B was first listed, its market value was only US$3.

1 billion.

In fact, what capital is looking at is not just a forest of vitality, but the "consumer goods" empire conceived by Tang Binsen.
In 2014, Zhixingxingtong sold itself to Chinese media at a price of 2.
66 billion yuan, a premium level of 28 times, and Tang Binsen's final cash price reached several hundred million yuan.
With this money, he founded his own investment agency Challenger Capital, focusing on investment in the consumer sector.

Since 2017, Beijing Challenger Technology, which is actually controlled by Tang Binsen, has invested in dozens of Internet celebrity fast-moving brands including Yuanqi Forest, Ramen Talk, Panda Brewing, Wang Xiaoluo, etc.
Unlike other investors, he not only He will personally manage the invested companies in depth, and realize the linkage between the upstream and downstream of the industrial chain through the integration of the company's business.
Yuanqi Forest was originally an investment target of Tang Binsen, but later he took full control.

The role of Yuanqi Forest is critical, because it has successfully created a successful sample of an Internet celebrity FMCG brand.
In this way, its proven channels, resources, and production and sales play can be copied to other invested companies.
In the project, "ultimately constitute a consumer goods empire with the same genes and underlying logic.
"

Intuitively speaking, this is the "byte beating" in the field of consumer goods, and the vitality forest is equivalent to Zhang Yiming's today's headlines.
However, Toutiao has taken time to prove its solid position in the news and information market, and the foundation of the vitality forest "zero sugar, fat and zero card" is being shaken.

Once the vitality forest model is shaky, Tang Binsen's "consumer goods empire" may not be able to talk about, this crisis may be regarded as a warning.

Source: Crooked Road

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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