文|食安时代

xiajijiangzhi，qishuiyinliaodexiaoshouwangjijijiangdaolai，zaigepinpaimoquancazhangzhunbeijingzhengshi，guochanyinliaopinpai“hankouerchang”beiputiyandianbidian、fadingdaibiaorenxianzhigaoxiaofeideng，pinpaixianrujingyingkunjing。gaipinpaidefazhandeyiyuzhuazhuleguochaofengkou，tongguohuaijiuyingxiao，guofengshejidengxunsuzhanlingshichang，bingqiejiangqishuijiagetuixianglexingao。

kaoqinghuaichuquandanbunengzhiyouqinghuai，gangkaishihaihuiyourenweiqinghuaimaidan，dansuizheshichangbuduanfazhanbianhua，pinzhizhongjiuhaishigepinpaifazhandezhongzhongzhizhong。duiyulaopaiqishuilaishuobingfeizhiyouyingxiaoqinghuaizheiyitiaochulu，dangqianshimianshangyoubushaolaopaiqishuifazhanjiaohao，birudayao、beibingyangdengpinpai，zheixiepinpaidechenggongyoubushaokegongjiejianzhichu。

01 汉口二厂被爆经营陷入困境

zaiqishuixingyexiaoshouwangjijijiangdaolaideshihou，yikaoguochaochuquandeyinliaopinpai“hankouerchang”beibaoqianxin，mendianguanbi，jingyingxianrukunjing。jinriyourenzaishejiaopingtaibiaoshiqitiyandianbidian，qiebangonglouyezaoyirenquloukong。duici，youxiangguanbaodaocheng，jinliangniangaigongsiyejidafuxiahua，cong2022niankaishiqianxin、caiyuan。congjinnian1yuezhijin，hankouerchangyunyingzhutiwuhanhengrunshijiuyi7cichengweibeizhixingren，beizhixingzongjineda228wanyuan；gongsihefadingdaibiaorenduocibeixiangao，gaigongsijuanruguquandongjie、beilierushixinbeizhixingdenganli。

congqudaoshangkan，gaipinpaiyeshousuoyanzhong，congqiguanfangxinxilaikan，hankouerchangciqianfenbiezaitianmao、jingdong、weixinshangchengdengduogepingtaikaisheguanfangzhanghaojiqijiandian。jiezhi2022niandigongruzhuchao10wanmendian，qudaoshejijiaoweiguangfan，jiyouhemadengxinlingshouqudao，youyouquchenshi、mingchuangyoupindengshenghuofangshilingshouqudao，youyoudaxingshangchaojibianlidiandengqudao。danmuqianqizaitianmaoqijiandianyisousuobudao，jingdongziyingqijiandianzhongjinyousankuanchanpinzaishou。

julejie，hankouerchangshiwuhanhengrunshiyunyingguanliyouxiangongsizai2018nianchuchuanglidepinpai，dangshixinxiaofeipinpaidereduzaizhongguoshichangfeichanghuobao，gedazibenyefenfenzhuzu，gaipinpaigengshizhuazhuleguochaofengkou，duiguochanqishuijinxinglequanfangweideshengji，pingjieqihuaijiuyingxiao，guofengsheji，nianqinghuadebaozhuangzaishichangzhonghuoqulejiaogaoredu。zaidaliuliang、gaokedanjiadejiachixia，hankouerchangqudelebucuodechengji。

dansuizheshichangxiaofeiguannianyufalixing，gengjiazhuiqiuchanpinxingjiabi，zaidangqianqishuiyinliaojiagepubianjizhongzai3-5yuanjiagedaishang，hankouerchang6yuanshenzhi10yuandejiageguoyugao，daozhiqifugoulvxiajiang，jiashangshiquzibendezhuru，qigongsikaishichuxianwenti。zheiyeweigailingyuqitapinpaidefazhantigonglejiejian，xiangyaozaishichangzhongzhangyuanerwendingdefazhan，bunengjinkaoshichangxuanchuanyingxiao，gengguanjiandeshiyaozuohaochanpin、gongyingliandengfangmian。

02 靠情怀但不能只有情怀

congzhenggeguoneishichanglaikan，jihumeigeshengdouyoudaibiaoxingdeqishuipinpai，dansuizheshidaifazhanyixiepinpaibianzhujianxiaoshi。qianjinianzaiguochaoxingqidefenweixia，yixielaopaiqishuipinpaiyinglaixindejiyu，pingjieshenzhiyujiyizhongdeweidaoxiyinlebushaoxiaofeizhe。birubeibingyang、bingfengdengzhuduolaopinpaizhongxinzaishichangfali，zaituijinduoyuanhuachanpinbujudetongshiduichanpinfengweikougan、pinzhiwaiguanquanmianshengji。

suiranjiezhuguochaofengzhongxinzaishichangzhonghuodefazhanjihui，danxiangyaozhangyuanfazhanbunengjinkaoqinghuai，meiyourenhuiyizhiweiqinghuaimaidan，yingxiaodailaideshouyizhishiyishide。erqiedangqianqishuishichangzhengtipinleidouzaishousuo，youshujuxianshi，jiezhi2023nian5yuehanqiyinliaozaizongtiyinliaodexiaoshouezhanbixiahua，diyuliangnianqiantongqideshuiping。qizhongtansuanyinliaoxiahuamingxian，zaibianlidian、chaoshi、damaichang、shizadian、xiaoxingchaoshidengbutongqudao，hanqiyinliaodegundongnianxiaoshouezhanbidouyoubutongchengdudexiadie。

erqiezailaopaiqishuizaishichangzhong“xiaoshi”deshijianli，woguoqishuishichangfashenglejiaodadegaibian，chuleyoukekoukele、baishikelezheiyangdejinkoupinpaizhiwai，yeyijingyongxianlehenduoxiangyuanqisenlin、haowangshuidengxinxingqishuipinpai。zaizheiyangdeshichangdahuanjingxia，pinpaizuizhongpindehaishichanpin。youxiaofeizhebiaoshihankouerchangqishuihanqiliangbingbuda，kouganyoupiantian，jibianjiezhushichangdedongfengfazhanqilai，danzaichanpinpinzhishangquebingmeiyoutuchuyoushi，yezhongjiangbeishichangsuotaotai。

ciwai，laopaiqishuidiyutezhengjiaoweimingxian，qiqinghuaikenengyezhicunzaiyubendixiaofeizhezhong，zaiquanguofanweineibingbutongyong。xiangyaokezhangjiuchixufazhanxiaquhaiyaozaigengduofangmianxiazugongfu。jiaozhongyaodeshishengengchanpin，yipinzhizaishichangzhonglizu，muqianshichangzhongbufenlaopaiqishuizhengzaitongguogailiangpeifang、yanfaxinchanpindengfangshi，manzuxindeshichangxuqiu。duiyuxiangyaozhangyuanfazhandepinpaihaishiyaokaopinzhi，lianhaoneigong，shiyingdangxiajingzhengjijingyinghuanjing，cainengchuangzaochudutedejiazhi。

03 老牌汽水并非没有机会

suirandangqianshichangzhongqishuipinleirujupinpaijiaoduo，jingzhengjiaoweijili，bufenlaopaiqishuizaizheiyangdejingzhenghuanjingxiamianlinzheshengcuntiaozhan，danyeyougebiepinpaijiezhu“qinghuai”zhongxinzouruxiaofeizheshixian，youzaifazhanzhongxunqiugenghaodefazhanluxianzaishichangzhongzhongxinhuanfashengji。biruneimenggudedayaoqishui2022nianquannianyingshou32yi，beibingyang2023nianxiaoshoueda10geyi，kejianlaopaiqishuibingbushimeijihui。

youxiangguanshujuxianshi，dayaopinpairedu2022nianhuanbi2021nianshangshengle81gemingci，weilieyinliaopinpaishangshengbangdandiyiming，shichangshentouzhi31geshengshi。dayaozhisuoyinenggouzhongxinfanhonglibukaipinpaizaijingyingshangdezhanlvebushu，zaipinpaidingweishanggaoju“guomindaqishui”，daguimotoufangguanggaodengdakaizhimingdu；zaichanpinshangzhuiqiuxingjiabibingbuduanwanshanchanpinjuzhen，tuichenchuxin，manzushichangduoyuanhuadexuqiu；zaiqudaoshangzhugongcanyinshichang，tuozhanxiaofeichangjing。

tongyangzuoweilaopaiqishuidebeibingyangjinliangnianyezhanxianchuqiangjingdefazhanshitou，jinnianbeibingyangchenggongbeirendingweizhonghualaozihao。beibingyangdechenggongyifangmiandeyiyuduipinzhishizhongruyidejianshou，lingyifangmianzedeyiyupinpaixianshang+xianxiadeyingxiaoxuanchuan，tigaopinpaidezhimingdu。muqianbeibingyangchanpinjuzhenyijingdafukuorong，bingxuancheng“youzhideyuanliao、jingzhandegongyiheyangedepinzhiyaoqiubaozhang”。

wulunlaopaiqishuihaishixinxingpinpaizaishichangzhongdouyoufazhanjihui，zhibuguoxuyaopinpaigenjushichangbianhualaidiaozhengfazhancelve，zaijiankangfengchaoxia，bushaoyinliaodouchongshang“jiantang”，yeyoubufenqishuipinpaiyedouluxutuichuwutang、ditangdepojujiankangshuxingdechanpin，zheiduiyulaopaiqishuipinpailaishuoyeshifazhanjihuizhiyi，birubingfengzai2020nianluxutuichulewutangheditangdeyinliao，haiyouxiepinpaixuanchuantianjiazhenguozhidengtuchuqijiankangshuxing。duiyulaopaiqishuilaishuo，yikaoqinghuaichuquanhouhaixuyaojubeiyingshilizhichengqifazhan。

行业思考

qishuizuoweixiajibukequeshaodeyinliaozhiyi，jinliangnianzaishichangzhongjiyoulaopaiqishuifanhongyouyouxinxingpinpaijiaru，yucitongshijingzhengbuduanjiaju，yikaoguochaochuquandeyinliaopinpai“hankouerchang”beibaojingyingxianrukunjing，zheiweiqitalaopaiqishuipinpaifazhantigonglejingyanjiaoxun。shimianshangyeyoubushaolaopaiqishuifazhanjiaoweichenggong，congzhongkeyikanchulai“qinghuai”suodailaideshouyizhishiduanshijiande，shiyingshichangdefazhanbianhua，chanpinpinzhicaishipinpaidezhuyaojingzhengdian。