文 | FBIF食品饮料创新

“kaca”yisheng，jiuxiangbingkuaidongjiedeshengyin，danzheiqishishibingjiedakaideshengyin。

zuoweijinnian6yuezhongxinhuidaozhongguodeyudiaojiweijiuchanpin，“kaca”deshengyinshibingjiezairibendebiaozhixingkaiguansheng，dutedeshengyinhedutedexingzhuangrangxiaofeizhezhidaozijishouzhongnadaodejiushiqilinbingjie。

bingjieweizheigeguanzishenqinglelitishangbiao。chule“kaca”debiaozhixingshengyin，bingjieguanziaotubupingdesanjiaoxingwenliyejixiaofeizhedailailedutedechugan。zaibutongguangzhaoshexia，bingjieguanzijiuxiangzuanshiyiyangnenggoufanshechubutongdeguangmang，yincizheigeguanziyebeijiaozuo“zuanshiguan”。

2001nian7yuedanshengyuribendeqilinbingjiequeshishiyudiaojiweijiude“laoqianbei”。

chule“zilishen”，bingjiedechengjiyehenchuse，shangshi10tianzuoyoujiuchengweileshouchule100wanxiangderemenchanpin，[1]jiezhi2022nian3yuedi，bingjie250mldeguanzhuanglikoujiuyishouchuchao175yiguan。[2]duonianlaipinpaiyizhizaituichuxinchanpin，2020niantuichulebingjiewutang，chengweiqilinjiyinchanpinzhongzuikuaitupo10yixiaoliangdedanpin。[3]

tazuichudechanpinlinianxinying，lingxia18dudebingdongguozhizuoyudiaojiweijiu，rangchanpinchengweile20-30duosuixiaofeizhedexuanze。bingjiedeguanzishejiyehentebie，pingshenzuanshizhuangdeaohenshejirangchanpinjixiaofeizhe“bing”delianxiang。

zuoweikaichuangleshiyongchunguozhizhizuolikoujiudepinpai，qilinbingjietebiezainali？

一、“冻结果汁”做成酒装进“钻石罐”，这就是麒麟冰结

qilinbingjieshi2001nianshangxiande，zaizheikuanchanpinshangxianzhiqian，bianlidianshoumaidelikoujiudoushishaojiu，zhudaciji。

danzaibingjieshangxianqian，90niandaideribenjujiuwujiuxianshichulexiaofeizhexuqiudebianhua，zaijingdiandeshaojiu+shui、shaojiu+tansuanyinliaowai，jujiuwukaishitigongshaojiu+guozhidedapei，yuelaiyueduonianqingrenkaishichangshizheizhongxindapei。

dangshifaxianxiaofeizheyinjiuqushideqilinzairtdshichangrengchuyuhouqizhixiu，pinpaijiyutuichuchangxiaochanpinquebaojingzhengyoushi，tamenxiwangzijidechanpinkeyitigongxindefujiajiazhi，kaifatuanduidekouhaoshi“gaibianshaojiudeshaojiu”。[4]

yushi，qilinzai2001niantuichulebingjie，hedangshishichangshanggaonongdu、cijideyilaguanzhuanglikoujiuquanranbutong，taheshangqugengxiangxiaofeizhezaijujiuwuhedaodeshaojiu+guozhi，zheijiushikaifatuanduidazaode“20-30duosuidenianqingrenyenengxiangshoudexinxingguanzhuanglikoujiu”。[4]

congchanpinshanglaikan，qilinbingjieyoulianggetupo。

yishishiyongleguozhilaizuolikoujiu，jiyuanxiandeguanzhuanglikoujiushichangdailaileyixiexinbianhua。weilebaoliuguozhibenshenqingshuangdeweidao，bingjieqiyonglenongsuoguozhiyuanjiang，ershishiyongledongjieguozhi。jiangganggangzhaqudeguozhizailingxia18sheshiduxiadongjie，baochiqixinxiandekougan，yongzheizhongbingdongdeyuanliaozuolikoujiuyechenglebingjiepinpaidehexinjiazhi。

chuleyongshangqingshuangdexinyuanliao，bingjiehaitihuanlelikoujiushichangchangjiandeshaojiuyuanliao，zheishichanpindediergetupo。

yuanxian，ribenguanzhuanglikoujiuduoyishaojiuweijidi，zheixiejiuyinjiujingganhenqiang，kouganjiaoweiciji，mianxiangdexiaofeiquntishichuantongdezhonglaoniannanxingxiaofeizhe。bingjiedeyanfatuanduijiangqichengwei“diyishidaideweidao”，erbingjiexiangdazaodejiushixinshidaidelikoujiu。

weilerang20-30suidexiaofeizheyenaqiguanzhuanglikoujiu，bingjieqiyongshaojiu，xuanzeleyizhijiuxiang、gengyirukoudechunjingfutejia。zheiyangyilai，guozhideqingshuanggengjiamingxian，chunjingwuzaweidejiuyinxiangduiqitalikoujiugengwenhe、gengyiyinyong，jibianshizhiqianmeiyouyinjiuxiguandenianqingxiaofeizheyekaishichangshigoumaibingjie。

chulechanpinbenshenyoutupo，bingjieyezaitongguobaozhuangheshejidechuangxingexinyuanxianguanzhuanglikoujiujixiaofeizhedeyinxiang。

bingjiepinpaiseyilan、yinweijidiao，biaoxianchurutonglantianbandetoumingganheliangshuanggan，hebingjielikoujiujixiaofeizhedexingxiangbaochiyizhi。

gengzhongyaodeshi，bingjiedepingzizijihui“shuohua”。bingjiedepingzi“lvhejinzuanshiqiegeguan”yichenggongshenqinglelitishangbiao，xiaofeizhezhiyaokandaoguanzijiunengzhijielianxiangdaobingjiedechanpin。[5]congzifashouzhijin，bingjieyizhitongguozheigeguanzilaizhanshipinpailinian，aotubupingdezuanshiguanhedakaiguantoudeshunjianfachude“kaca”deduteshengyin，daibiao“bingjie”pinpainenggoulianxiangdaode“bing”。[5]

qilinpijiushichangbubuzhangqiantianrenrenweibingjiechenggongdezuidayuanyinshi“chanpindedingwei”。[2]bingjiebujinkaituolelikoujiushichangdexinpinlei，jiuyinzhong“weimiaodetianwei”yededaolenianqingnvxingxiaofeizhedezhichi，kuodaleyuanyoudeguanzhuangjiushichang。[2]

yuyiyoudelikoujiujieranbutongdekougan，zaijiashangyigeyuzhongbutongdepingzi，zheirangbingjieyishangshijiuyinfalebuxiaodetaolun[4]。fashou10tianzuoyou，qilinjiushouchule100wanxiangdebingjie，pinpaishenzhixuyaodiaozhengchuhuoliangyibaozhengzhengchanggongying。[1]

二、努力“领先时代半步”的冰结，提前12年押注无糖产品

bingjiedechenggongkaodeshishenme？

zaixiangwaijiefenxiangbingjiezheiyichenggongpinpaishi，qilinpijiuyingxiaobudeyingjingkenaizibiaoshi：“zhengyinweiwomenlingxianshidaibanbushengchanleshangpin，suoyizhijinbingjierengshoudaozhongduoxiaofeizhedexiai。”[4]

jiezhi2022nian3yuedi，bingjie250mldeguanzhuanglikoujiuyijingshouchulechaoguo175yiguan。[2]bingjieshangxiandiernian，yijingchengleribenguanzhuanglikoujiudiyipinpai。[2]

桜井可奈子表示：“我们在探寻顾客需求的同时，也在想象未来不断进化的冰结品牌。最重要的是，不要以口味为出发点来考虑，要传达给顾客清爽、爽快的感觉。ruguoanzhaokouweilaijinxingshangpinkaifadehua，zuizhongsuoyoupinpaidoushiyiyangde。weilexiyingengduoxiaofeizhepinchanglikoujiu，womennulicongqitafenleilaijinxingsikao。”[4]

2008nian，bingjiedesikaozaidu“kaihuajieguo”，pinpaituichuledangxiayonghugengxuyaode“bingjiestrong”。

2008nianjingjiweijishi，bingjietuanduifaxianjingjidimidailaileyalihebuan，zheirangxiaofeizheyoulegengduocijiyinpindexuqiu。jinguandangshidequshiyijiushinianqingxiaofeizheyuanlijiuyin，wenhedeqingjiuhewukalulidejiushoudaolezhuipeng，[6]danbingjiehaishinishituichulebingjiestrong，xiangbiyuanxiandebingjie，zheikuanchanpin8%dejiujingdushugenggao，kouganyegengciji。

bingjiebenxiangyongzheikuanchanpinchuda35 ~ 40suireaishaojiudezhongduxiaofeizhe，rangzheibufenxiaofeizhezhidaodiaojiuyeyougaodushuxuanze“ouerhedianyekeyi。”[6]danshijishang，zheikuanchanpinxiyinlehenduonianling20+dexiaofeizhegoumai，zaiqilindediaochazhong，zheixienianqingxiaofeizhebiaoshihuizai“yalidadeshihou”、“xianghezuideshihou”goumaibingjiestrong，zheikuanchanpinganghaomanzuletamenshifangyalidexuqiu。[6]

zheikuanchanpinyu2008nian5yuefashou，yuanjihuaniandichushou125wanxiang。danshichangjichulegengjijidefankui，jinshangshiyigeyue，bingjiestrongjiushouchule89wanxiang，yiwanchengle70%derenwumubiao。[6]

tongyishiqi，bingjietuanduifaxian0tang、0kadejiankangyinshiqushiyeyufamingxian。

yushizai2008nian，bingjietuichulefuhejiankangyishide“jiebing zero”xilie，yi“jiangtangleixiaochudaojixian”weizhudamaidian。

jinguanbingjiezhuda0tangdechanpinzai2008nianjiuyoule，danzhenzhengbingjie0tangchanpinderexiaoquedengle12nian。

2020nian，bingjietuichule“bingjiewutang”，hebingjiezeroxiangbi，tadepeiliaobiaogengganjingle，shaoleweishengsuchetianweiji（tianjutang）。erzuidadebutongshimubiaoxiaofeizhedechayi。zaipinpaiguihuazhong，bingjiewutangdemubiaoxiaofeizhexihuanqingshuangkougan，suoyitamenhuijiangbingjiewutangxuanzuozuocanjiu，lingyikuanchanpinbingjiezeromanzudeshineixiexihuantianweilikoujiudexiaofeizhe。

 

zaiqilinguoqu20nianfashoudejiyinyinpinzhong，bingjiewutangshizuikuaitupo10yixiaoliangdedanpin。[3]tahaidaidonglebingjiezhengtixiaoliangdetisheng，2021nian1 ~ 4yuebingjiexiaoliangwei1310wanxiang，chuangxialepinpai2001nianshangshiyilaidezuigaojilu。[7]jibianshizaifashoudedi3nian，bingjiewutangbaochile138%dezengzhanglv，ta“butiancaihaohe”detedianyiji“zuocanyinyong”dechangjingxuanchuandourangbingjiewutangdashouhuanying。[8]

zhideyitideshi，zaibingjiewutangshangshiqian，shichangshangdelikoujiudaduoshiyongtianweijidachu0tangbiaoqian。bingjiewutangchuxianhou，yeyouyuelaiyueduopinpaituichulewutanglikoujiu，yingjiewutanglikoujiudeliuxingqushi。congzheigejiaodulaikan，bingjiewutangtongyangshiyikuan“lingxianbanbu”dechanpin。

 

三、重回中国的麒麟冰结，其实在多年前曾退出中国市场

zhongguoyudiaojiushichangguimoyue71.6yiyuan，xingyezengsujiaogao，danconggongjiduanlaikanyudiaojiuchanliangzhanbijinwei0.5%，xiaofeizhedaduocongguoqudexiaofeichangxianzhuanweixiaofeifugou。[9]71.6yiyuandeshichangduibiqitajiuyinshichang，guimopianxiao，zhenggexingyejingguo15-17niandexipaihou， chengxianchudeshidanguatougeju。

2022nian，riohedonglihuochezhanjulezhongguoyudiaojiu87.6%deshichangfene，shizhanlvtishengzhi 67.6%derioshiyudiaojiuxingyelongtoupinpai。[9]danduibihaiwaishichang，yudiaojiushichanghenshaochuxian“yizhiduxiu”dejingzhengjumian，haiwaishichangjingzhengweiduduoyanghua，erguoneishichangzhuyaojizhongzaijiagedaihechanpinshuxingliangfangmianjinxingjingzheng。[10]

cong2018nianzhijin，zhuduozhongxiaopinpaituichu，xiaofeizhedexiaofeixiguankaishicongguoqudexiaofeichangxianzhuanweixiaofeifugou。[9] riopeiyule“weixun”he“qiangshuang”liangdadanpin，erdonglihuochezeshengengyuyechangqudao，yinweipinpaizaiyechangzhongduandequdaolirunjiaopijiugengweifenghou，yincizaibufenquyushenzhizuodaolezaiyechangyupijiufentingkanglidejumian。[10]

suizhexingyeguimozhubutisheng，zhongguoshichangyujijiangchuxianyuelaiyueduodexifendadanpin，zheiyekenengduiyuanyougejuchanshengchongji。[10]zaiyiyoudeliangdadanpinheyechangqudaowai，xindepinpairuchangyehuiyinruxindejingzhengweidu，kenenghuijinyibuxiyinxindexiaofeiqunti。

jinnian6yuexuanbuzaizhongguoshangshideqilinbingjiebenshenzairibenyoubucuodechengji，pinpaiqixiachanpinxianzhongduo，hangaiduozhongjiujingweidu，wutang、zero、strongdengbutongxiliemiaozhundeyeshigengweixifenyinyongchangjing。danpinpaihuizaichengzhangzhongdezhongguoshichangtouruduoshao，shifouhuituichuzhongguoshichangzhuangongdechanpin，zheihaishiyigeweizhishu。

muqian，zhongguoshangshidechanpinyouqilinpijiu（zhuhai）youxiangongsishengchan，wulunshijiujingnongduhaishibaozhuang，douheribenchanpinyouxiexuchabie。yishipinpaibiaozhixingdezuanshiguanbaozhuangmeiyoule，guoneixiaoshoudebingjieshiyongdeshiputongyilaguan；ershimuqianguoneibingjiejinyou6.3%jiujingnongduzheiyizhongchanpinxuanze，ribenzaishouchanpinzeyouduogejiujingnongduxuanze。

zheibushiqilinbingjiediyicijinruzhongguoshichangle。

2005nianqianhou，bingjiejiucengjingjinruguozhongguoshichang，dangshideyilaguanpingyeheribenbanbaochileyizhi，doushi“linghunzuanshiguan”。danmeiguojinian，bingjieyoucongzhongguoshichangxiaoshile。xiaohongshuyonghu@zhuangjiazhantu duifbifbiaoshi，zijikanzhebingjiejinruguonei，kanzhetayuelaiyueshao，kanzheguoneidexiaofeizhehuainianzheikuanchanpin，zhidaozuijincaifaxian“guoxingbingjieyouhuilaile”。

mianduizheiyangyigeguangkuoqiegaodujizhongxinshichang，zhonghuizhongguobingjiehuizuoshenmetishengzijideshichangfene，womenshimuyidai。

参考来源：

[1]上阪 徹，「キリン 氷結®」は発売当時、めちゃくちゃ斬新なチューハイだった…その意外な理由，2024年5月22日，Gendai

[2]永井 隆，30代女性にウケて累計175億本超…｢氷結｣で缶チューハイ市場に革新を起こした子会社社員たちの奮闘，2024年4月29日，President

[3]「氷結®無糖」シリーズが、最速で10億本※1を突破！，2023年9月12日，キリンホールディングス株式会社

[4]古田島大介，【氷結】“チューハイを変えるチューハイ”へ　時代の半歩先いく商品開発，2022年7月10日，Smbiz

[5]「キリン 氷結®」シリーズの「ダイヤカット®缶」が立体商標に登録，2019年2月21日，KIRIN

[6]川又　英紀，氷結レモン[ストロング]発売1カ月で年間目標70％を達成、アルコール度数を8％に上げ酔いたい若者に訴求，2008年7月3日，日経情報ストラテジー

[7]北川 聖恵，キリン「氷結」過去最高売り上げ　無糖レモンとビールの併飲増，2021年5月25日，日经

[8]チューハイは「無糖」の時代へ大ヒット！氷結®無糖がここまで売れる理由とは，2023年7月10日，朝日新聞社メディア事業本部

[9]我国预调酒行业现状分析：市场扩展空间大，锐澳为龙头品牌，2024年7月5日，观研报告网

[10]低度酒产业研究系列二：我们该如何判断预调酒行业的格局演变？，2024年1月18日，华福证券

本文为FBIF食品饮料创新原创，作者：Sage，编辑：Bobo，转载请联系授权。