康師傅集團電商模式研究

Abstract

市場上所有估值高的企業都有一個共同特點，就是掌握客戶的能力高，也意味著溢價能力高。企業的生意決策和商業模式選擇應有利於提高客戶掌控力，而不是相反。 康師傅是中國軟飲料行業頗具代表性的一家企業，其仰仗自身頗為完善的管道網路以及不容小覷的品牌影響力，在中國軟飲料市場穩穩佔據著重要的市場份額。然而隨著電商管道的快速崛起，康師傅的傳統線下管道優勢面臨被稀釋的風險，如何實現線上線下全管道融合、如何借助電商和新媒體與新生代消費者建立更好的情感連接成為亟待解決的問題。為應對市場環境變化，康師傅於2019年啟動戰略轉型，成立EC事業部系統佈局電商及新零售管道，通過構建電商模式，實現線上線下協同發展，提升資料驅動行銷能力加強與消費者的互動，一步一步走向直營消費者，強化用戶掌握能力。 本文採用文獻分析法、案例研究法和資料分析法等方法，先收集和梳理現有的相關理論研究，再選取康師傅電商部門實際發展為案例展開研究，筆者作為康師傅飲品EC事業部創始總經理的實戰經驗，結合企業五年轉型實踐，以定性和定量相結合的方法驗證其電商轉型成效，結合行業分析報告及戰投諮詢資料洞察等，還借助公司內部資料和管理經驗，以真實視角觀察康師傅電商模式的探索歷程。 本文旨在從戰略層面與執行層面相結合，選取康師傅作為案例企業，剖析其在企業發展中面臨的挑戰及開拓電商的必要性，電商商業模式的創新策略，實施步驟和實施保障等方面的實踐探索，旨在提煉可複製的電商模式，為傳統快消企業的數位化轉型提供參考。

All highly valued companies in the market share one common trait: a strong ability to control their customers, which also translates into strong pricing power. A company's business decisions and model choices should enhance—not weaken—its ability to retain and influence customers. Master Kong is a representative enterprise in China's soft drink industry. Relying on its well-established distribution network and formidable brand influence, it has long held a significant market share in China's soft drink market. However, with the rapid rise of e-commerce channels, Master Kong's traditional offline distribution advantages face the risk of being diluted. How to achieve full-channel integration (online + offline), as well as how to leverage e-commerce and new media to build stronger emotional connections with younger consumers, have become pressing challenges. In response to shifting market conditions, Master Kong initiated a strategic transformation in 2019 by establishing an E-Commerce (EC) Division to systematically expand its e-commerce and new retail channels. By developing an e-commerce model, the company aimed to achieve online-offline synergy, enhance data-driven marketing capabilities, strengthen consumer engagement, and gradually shift toward direct consumer interaction—ultimately reinforcing its customer retention and influence. This study adopts research methods such as literature analysis, case studies, and data analysis. First, existing theoretical research is collected and reviewed. Then, the actual development of Master Kong's e-commerce division is selected as a case study. Leveraging the author’s hands-on experience as the founding General Manager of Master Kong’s Beverage EC Division, combined with the company’s five-year transformation journey, a combination of qualitative and quantitative methods is used to assess the effectiveness of its e-commerce transition. Industry analysis reports, strategic investment consulting insights, internal company data, and management experience are also incorporated to provide an authentic perspective on Master Kong’s exploration of its e-commerce model. This paper aims to combine strategic and operational perspectives by selecting Master Kong as a case study, analyzing the challenges it faced in its business growth, the necessity of expanding into e-commerce, its innovative e-commerce business model strategies, implementation steps, and execution safeguards. The goal is to extract replicable e-commerce strategies that can serve as a reference for the digital transformation of traditional FMCG companies.