界面新闻记者 | 李烨

界面新闻编辑 | 牙韩翔

“wailaike”dayaoyinliaozhengshikaishizaishanxiyushanxibentuyinliaobingfengduanbingxiangjie。

jinrixiaoxi，dayaozaiweiyubaojideyinliaozhinenggongchangyitouchan，gaigongchangnianchanyuji50wandun，weidayaozaishanxideyinpinchanyejidisuoyoujianshexiangmuzhiyi。

dayaodeshanxijidizongtouzida12.6yiyuan，bujinbaokuobencitouchande 50 wandundezhinengyinliaogongchang，haiyoubaozhuangpingshengchanxianhepinggaituopanshengchanxiandeng，quanbuxiangmujianchengmanchanhou，yujijiangshixiannianchanzhiyue6yiyuan。

zhici，dayaoyinpinyijingjianliqidashengchanjidi。qidashengchanjidifenbieweiyuneimengguhuhehaote、ningxiashizuishan、liaoningshenyang、jilinsiping、anhuifuyang、shanxibaoji、shandongtaian。

yudayaoshandongjidi5yiyuan、neimenggujidi5yiyuan、anhuifuyang2.4yiyuan、shizuishan1.5yiyuandetouzixiangbi，shanxishidayaozuidashoubidetouru。

pingzhuangyinliaozishenjubeiteshuxing，zheirangshengchanjidinengfugaideyunshubanjingduiyuchanpinkuozhangyouzhegaoduzhongyaoxing。

dayaoshichangzongjiansucaiyancengduijiemianxinwenzaineidemeitibiaoshi，zijianshengchanjididekaolvyinsuyishitongguojiejuechanpinzhiliangdebiaozhunhualaitishengpinzhi，ershimanzujingjizerenhechengbenkongzhixuqiu，zaibaochijingxiaoshanglirundetongshi，jixiaofeizhedailaigaoxingjiabidechanpin。“bolipingchanpinzhinengfugai500gongliyineideyunshubanjing，taiyuandejulihuizaochengsunhao，yijizengjiawuliuchengben。”sucaiyanshuo。

shanxijidiwuyirangdayaozhengshihuishirushan，sharuzheilidebendiqinghuaiyinliao“bingfeng”defudi。

judayaoshanxijidigongkaiziliao，gaixiangmuluodihou，jiangyanshendaidongdangdidebaozhuang、wuliu、shipinyinliaochanyeliandefazhan，yejiushishuo，gaijidijiangnengjiangdidayaozaishanxijiqifushediqufanweineidewuliu、liutongchengben，jiasuchanpintuixiangshichang。

er50wandundegainian，ju《xibuwang》baodao，dayaoyinpinqiyeshiwuzhongxinzongjianliuhuibiaoshiwei，xiangdangyuxibeidiquzuidadedayaoshengchanjidi，anzhaocanyinduandarongliangzhuang520mlchanpingusuan，chanliangnengmanzuquanshengrenkoumeirenmeinian24pingdeyinliaoxuqiu。

“wailaike”dayaokenengyiduibingfengxingchengweixie。

shanxishibingfengdedabenying，jubingfengzhaogushu，laizishanxideyingshouzaiqiyejibizhongzhong2018nianzhi2020nianfenbiezhanbi87.44%、81.73%he80.23%。

zuoweiqishuiyinliao，canyinshidayaoyubingfengdezhongyaoqudao。jiemianxinwenzimeituanpingtaikandao，xianshiyantaquzhuquedajiefujindecanyingetimendiannei，yijihujieyoudayaochushou，yubingfengxingchengbingjiaqiqudexingshi。xianshangpingtaichangjiandedayaochanpinbaokuotingzhuangdedayaochengnuo、dayaojiabin，500mlguigejiagezai5-8yuanzuoyou，330mlzai5-6yuan。bingfengchangjian330mldetingzhuang，shoujiazai5yuanzuoyou。

xiaofeizhetiganshang，dayaodecunzaiganyeyuelaiyueqiang。“shangcizaiyijiajiaotuandianli，kandaomeigezhuozidoubailesanzhongkouweidedayao，dianlimeiyoubingfeng，jingrandoubumaile，henzhenjing。“laizishanxitongchuandexiaofeizhelinyangduijiemianxinwenshuodao。

jiaotuanshishanxiyizhongmianshibentuxiaochi，bingfengzuoweibendiyinliaodeqiangshizhichu，qiyijiuzaiyutajihunengzaisuoyouzheiyangdejiebianxiaodianlimaidao。erdayaodegongshizhimenglie，yenengcongzheiyicemiantihui。

bingfenghuoxuzhengzaixiangbanfayingdui，tadachudepai，baokuoqinghuaiyujiangjia。

birujiaqiangleyingxiao，tuichu“wenlvguan”xiliechanpin，xuanquxianjuyoudaibiaoxingdejingdianweiyuansu，ciwaigengaoxiaokaizhanyinlejie、shuqihuodongdeng。

buguoyinrenguanzhudeshiliuchuanchudeyifenbingfengjiangjiatongzhi。

ciqian，yizhanggaiyou“xianbingfengyinliaogufenyouxiangongsixiaoshouguanlibu”yinzhangdetongzhibeipuguang，gaitongzhicheng，jianyixiandiqugejingxiaoshangzailvyouwangjidaolaiqian，zhidaogecanyinlingshoumendianduibolipingzhuangdechengweiqishuidengduokuanchanpinjiangjiazhimeiping2yuan，liyoushi“xiangyingzhengfudekuodaxiaofeihaozhao，cujinxiaofeihuoli，boliduoxiao”，luokuanshijianwei2024nian3yue20ri。

zheiyinfalewaijieduiyubingfengshifouzaiyinjingzhengyalikaolvjiangjiatuwei。bingfengguanfangweiduiciyouzhengmianhuiying，ju《xibuwang》baodao，youbingfengyinliaogongzuorenyuanquerenjiangjia，danzhishi“jieduanxingdiaojia”。

raner，bukefourendeshibingfengzaidangdishichangxinzhongdejiageyoushisihubuneimemingxianle。

duoweishanxixiaofeizhexiangjiemianxinwenfanying，bingfengbolipingzhuangdechanpin，zaoxianshoujia1yuanqian，yezhengshiyinweibianyierguangshouhuanying。dandaoleyanxia，youlaizixiandexiaofeizhegaosujiemianxinwen，bingfengbolipingzhuangzaixiandecanyindian，xianzaichangjianshi3kuai，yilaguanzhuangzeshi5yuan。julinyang，tongchuandebingfengbolipingdagaizai2yuan，yilaguanwei4-5yuan。zheizhongleisibingfeng“bianguile”debaoyuanzaishejiaopingtaishangyebingbushaojian。

huigulishi，2021nian3yuedi，bingfengcengjiangchangjiazhidaojiagetigaole0.5yuan，wei2.5yuan/ping，erchuandaodaoshichangzhongduan，bingfengdangshidejiageshangzhangzhimeiping3yuan。bingfengdangshicheng，zhangjiayuanyinshiyuan、fucailiaojiageshangzhangherengongchengbendezengjia。

shijishangzheiyijingzaiguoqujiledayaochenshijinjundejihui。

guoqu，dayaozaibeifangshichangkaocanyinshichangkaiju，yiliangdabianyituchu。juxianribaoqixiade《chengshijingjidaobao》baodao，dayaozai2020nianjinruxianshichangshi，yudangdizuidadeqishuipinpaibingfengzhankaijizhan。dangshidayaoweilejinruxiandecanyinqudao，caiyongzaicanyinqudao“xianpuhuo，houjiekuan”defangshi，bingqiezaibushaoxiaocanguanzhouzhuanbulingdeqingkuangxia，yunxuyanqifukuanzhaochanggonghuo，weicikuaisudakaicanyinxiaoshouqudao。

tongguojiyujingxiaoshanggaolirunkongjian，dayaokuaisuzhanjushichang。genjudayaoduiwaipiludeshuju，tarujinguangfanbujucanyin、shangchao、lingshou、xianshangdengduoqudao，jianlilebaiwanyuliangjidelingshouzhongduan，bianbu31geshengzizhiquzhixiashi，qixiajingxiaoshangliangqianyujia——ergenjubingfengqishuidezhaogushuxianshi，jiezhizuihoupilude2021nianshangbannian，tajingxiaoshuliangzai350jiazuoyou。

ciwai，bingfengzaijinnianhaiyudaoyixilie“yiwaizhuangkuang”。

biru2022nian5yue，zaizaozhengjianhui54wenhou，bingfengchehuileshangshishenbaocailiao；erhouzaiqunian12yue，bingfengyoumianlin“yizhu”deqingkuang——qiyuanshikongrenlinjingfeng，zaikongzhibingfenggongsijinshinianhou，jiangtakonggugongsishenzhenyingxindequanbuguquanzhuanrang。

zheiliqianliandeguquanjiagoushi，shenzhenyingxinyizhitongguoqikonggudexiantangjiugongsi，danrenbingfengyinliaodedagudongyijiaose。yejiushishuo，bingfengjianjiemianlindadongjiarenshidiaozheng，zheishifouyingxiangdaolebingfengzishendezongtifazhancelvemuqianshangbukezhi，danliangbingduizhen，“jiangshuai”zhiweidezhongyaoxingbuyaneryu。

danbingfengkenengyezhengnulituchuzhongwei。

zheiyipinpaizaiguoqutichu“quanguohua”dekouhao，2024nianjingxiaoshangdahuishang，bingfengdepinpaiyunyingxiangguanfuzerendui2024niandexiaoshoubushuwei，“jindingquannianmubiao、buduantiaozhanziwo；quanguobuju，zhuazhuzhongdianquyu；quanmianzhaoshang、qianghuashichangguanli”。

gengzhidezhuyideshitakenenghuizaichanpinshangzuochudetupo。shangshuhuodongshang，bingfengtouluyou“jiyinchayinpin、qishuixinkouwei、dabaozhuangchanpin”deshangshiguihua­——zheishimuqianbingfengyinliaodechanpindaikongbai。

据冰峰饮料官方公众号一文章，目前冰峰的销售渠道主要有餐饮、商超、院校，消费群体主要是以陕西地区为中心，辐射西北各省区及国内300余个大中城市。

erhuiguidaodayao，bufayehaizaijiamizhong。

尽管北方市场是重镇，布局陕西是稳定大盘的操作，但这一品牌也早已不满足于这一规划。qunian11yue，dayaoyinpinfabulexianghuananshichangfazhandejihua。dayaocheng，2024nianmingquelezhongdianfazhanhuananshichangdecelve，tongshitichu“beishangnanyuan”jihua。gaijihuazhizaijingxuanjingyanfengfudejingxiaoshang，“kongtou”daohuananshichangjinyibutuozhanshichang。