中金公司:头部品牌差异化发展,“渠道型品牌”更易胜出

格隆汇
Jul 28
中金公司研报表示,头部品牌差异化发展,“渠道型品牌”更易胜出。现制茶饮核心竞争力评价维度包括产品力、运营力、品牌势能、管理团队,其中平价品牌核心是强供应链,中高端品牌侧重综合竞争。区分“渠道型品牌”和“心智型品牌”,我们认为当前“渠道型品牌”更易胜出(以高频/稳定出品及质价比为核心,适配消费理性和线上外卖渗透率较高的大环境),“心智型品牌”更难但并非毫无机会;先发优势&后发创新均有机会。

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