资本一跃，东鹏特饮失去黄金时代

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资本一跃，东鹏特饮失去黄金时代

百略网2021-06-15

每一个万亿赛道的细分领域都是一个暗流涌动的江湖。饮料最为典型，广告学教材上最经久不衰的案例就是可口可乐与百事的百年营销大战。一瓶饮用水的前世今生即能谱写一段“跨越时空的爱恋”，而功能饮料市场上半场的主要看点则是来自红牛的商标争夺案，下半场就是东鹏特饮的上市路。 2021年一月份中国红牛在“红牛系列商标”归属权问题上再次失利。最高院就“红牛系列商标”权属纠纷一案判决结果为驳回合资公司上诉，维持...

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Homini
·2021-06-16
夠喝一壺
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MR OK
·2021-06-16
[驚訝] [驚訝]
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3
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健安_1832
·2021-06-16
水股比什麼都好？？
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choong9655
·2021-06-16
任務
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1
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Soonsoon
·2021-06-16
[強] [強] [強]
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Eda95
·2021-06-16
[微笑]
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2
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辛勤的老牛
·2021-06-16
神馬玩意？
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神都殺
·2021-06-16
[微笑]
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2
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shib
·2021-06-16
飄過
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feldman
·2021-06-16
up
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sky老夫子
·2021-06-16
好
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sky老夫子
·2021-06-16
好
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WhosPiPi
·2021-06-16
Ccc
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年能量饮料市场零售规模为 448 亿，对应出厂端市场规模约 350 亿，2015-2020 年复合增速为 9.2%，远高于软饮料整体 3.2%的增速水平， 且高增有望延续。\n有上市背书的东鹏特饮无疑能在这条赛道占据一席之地，但在增速期能吃到多少红利还犹未可知。毕竟自1995年，红牛以一己之力打开中国饮料的这条新赛道后，这场红海战争已经厮杀更猛，功能饮料的产品裂变也近在眼前。\n在广州地区的一家独大，由广州辐射全国的布局，想带飞相当吃力。谈理想离不开“深耕”一词的东鹏特饮走的还是薄利多销的差异化路线。\n招股书显示，2018年-2020年，东鹏饮料营收分别为30.37亿元、42.08亿元和49.59亿元，同期归母净利润为2.16亿元、5.71亿元和8.12亿元。\n能量饮料作为东鹏饮料的主导产品，2018-2020年度分别贡献收入28.85亿元、40.03亿元及46.55亿元，占东鹏饮料总收入的94.99％、95.11％及93.88％，营收占比均在九成以上。\n东鹏特饮在招股书中表示，公司近年来陆续推出多种植物饮料、乳味饮料等系列产品。2020年，在气泡水和0糖概念的风口下，东鹏饮料还新推出了含气的“东鹏加気”，以及“无糖型”的“东鹏0糖特饮”。“追随者策略”追到气泡水家门口，但想要“乱拳打死老师傅”，东鹏特饮还需要从长计议。毕竟这个多元化产品战略目前尚未收到成效，整体销售占比不足7%。\n“树大招风”是红牛引来商标官司的外在原因，而东鹏特饮上市饱受诟病的原因更直接——基本功不扎实。功能性饮料市场谁都想来分杯羹，咖啡三顿半、气泡水、甚至袋泡茶都能分走一部分中间消费群体。东鹏特饮想要避免被市场淹没，能做的不应该只是盯着资本市场的钱。\n上市止不了东鹏特饮在北方市场的痛，低价、渠道、知名度都打不开的北方市场。以东莞辐射广东，以广东带动全国的战略还只停留在第一步。\n资本从来不会雪中送炭，有的只是锦上添花和落井下石。不想做千年老二的东鹏特饮或许也需要自饮一杯，醒来接着拼。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":160491673,"gmtCreate":1623803664592,"gmtModify":1703819806704,"author":{"id":"3559715451352051","authorId":"3559715451352051","name":"Homini","avatar":"https://static.tigerbbs.com/7e545c16894850831a367fc639713baa","vip":1,"crmLevel":7,"crmLevelSwitch":1,"idStr":"3559715451352051","authorIdStr":"3559715451352051"},"htmlText":"夠喝一壺","listText":"夠喝一壺","text":"夠喝一壺","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/160491673","repostId":1188387561,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":160253221,"gmtCreate":1623800304463,"gmtModify":1703819612216,"author":{"id":"3581756251167437","authorId":"3581756251167437","name":"MR 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