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东鹏特饮销售额从2017年的27.35亿元持续增长至
东鹏特饮销售额从2017年的27.35亿元持续增长至
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所属报告：
软饮料行业深度报告：饮水思变续写王者传奇-240519（34页）.pdf
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fCDlk4HniYwgfCDluILlnLrku73pop0gfAp8Oi0tLTp8Oi0tLTp8Cnwg6JSh5Y+4IHwgMTglIHwKfCDkvp3op4bot68gfCAxNSUgfAp8IOaYjuaciOmVnOeJhyB8IDklIHwKfCDlhbbku5YgfCA1OCUgfAoKKirotYTmlpnmnaXmupDvvJrlvJfoi6Xmlq/nibnmspnliKnmlofvvIzljY7ms7DnoJTnqbYqKg==
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图38.2024年中国涂料头部品牌榜仿石漆Top10销售额及市
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图35中国内地个人奢侈品市场销售额明显下滑
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2026-07-20
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国内乘用新能源车销量持续增长，2025年渗透率约50%
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行业数据
2026-07-20
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中国城镇快消品市场销售额yoy
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行业数据
2026-07-16
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2021-2026年618期间综合电商销售额
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行业数据
2026-07-16
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休闲零食行业的竞争格局变化趋势（按销售额）
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竞争格局
2026-07-16
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软饮料各子行业的竞争格局变化趋势（按销售额）
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竞争格局
2026-07-16
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天时：红牛陷入困境，其他竞品积极性不够，东鹏迎发展良机。从竞争对手角度看，2016 年起华彬与天丝的商标权之争爆发，显著影响了红牛的品牌宣传、渠道建设，因此从 2016 年起华彬红牛增长陷入停滞；同时本土品牌要么事业版图辽阔，对能量饮料重视程度不够（达利乐虎）、要么偏居一隅全国化进取心不足（体质能量）。纵观全行业，最为积极推广能量饮料的玩家是东鹏特饮，伴随产品拉力与渠道推力的同步提升，东鹏在做大人群基数的同时持续挤压竞争对手，逐步取得超额收益。从数据上看，根据 Euromonitor 数据，2019-2022 年按销量计算东鹏特饮市占率逐步从 13.2%提升至 20.3%，其他主要竞争对手红牛、乐虎、体制能量市占率均有不同程度下滑。同时从销售额数据看，东鹏特饮销售额从 2017 年的 27.35 亿元持续增长至 2023 年的 103 亿元，6 年 CAGR 达到 24.8%。
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软饮料行业深度报告：饮水思变续写王者传奇-240519（34页）.pdf
东鹏特饮采取高性价比的竞争策略
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