元气森林：挑战可口可乐

Chi Forest, a beverage company founded in 2016, breathed new life into the long-unchallenged Chinese beverage market with its innovative, internet-focused approach. The company was renowned for rapidly creating differentiated blockbusters, including its signature Sparkling Water, Alien Electrolyte Water, R Tea, and Milk Tea Classic. Its Sparkling Water, launched in 2018, quickly took the market by storm and has since maintained its leading position. Over the next three years, Chi Forest saw its sales revenue skyrocket 15-fold from RMB 160 million to RMB 2.5 billion, making it a force to be reckoned with in China’s beverage industry. Chi Forest’s rapid rise to prominence captured the attention of entrenched industry leaders, prompting them to unit in an attempt to dethrone it. These industry giants introduced their own sugar-free sparkling water products mirroring Chi Forest’s offerings, pressured distributors to exclude its products from their channels, and persuaded suppliers to cut ties with Chi Forest. Flush with financial and logistical resources, these large companies sought to disrupt Chi Forest’s dominance in the sparkling water market. Faced with these hurdles, Chi Forest recalibrated its operational approach. To mitigate its comparative disadvantages, this internet-based company began to adopt strategies similar to those of traditional beverage companies, such as building its own production facilities, expanding its distribution networks, and restructuring its organizational framework. In addition, Chi Forest aggressively ventured into the cola sector, a segment long dominated by the duopoly of Coca-Cola and PepsiCo. By launching a cola-flavored sparkling water, Chi Forest aimed not only to disrupt the market with another innovative product, but also to demonstrate its boldness and readiness to take on the industry titans. This strategic pivot raised the question of whether Chi Forest’s vision would become a reality. Nonetheless, the case was a fascinating David vs. Goliath story in the beverage industry.