{"config":{"moduleinfo":{"javascripts_count":[{"count_phone":0,"count":0}],"styles_count":[{"count_phone":0,"count":0}],"htmls_count":[{"count_phone":2,"count":2}]},"htmls":[],"styles":[{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link .sub-logo-image{height:22px !important;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.sub-logo .sub-logo-link.pointer{display: flex;align-items:center;}"},{"text":".aliyun-topbar .aliyun-topbar-header .aliyun-topbar-element.aliyun-language{display:none !important;}"},{"text":".aliyun-topbar {box-shadow: none !important;}"}],"javascripts":[{"text":"function isDingTalkFn() { var ua = navigator.userAgent.toLowerCase(); var isIn = /dingtalk/gi.test(ua); if (isIn) { var style = document.createElement(\"style\"); style.innerText = ` @media (max-width: 768px) { .aliyun-module.wb-aliyun-developer-h5-nav { display: none!important; } .aliyun-module[data-module-name=\"@ali/hmod-ace-homepage-2020-hmod-footer\"] { display: none; } } `; document.head.appendChild(style); } }; isDingTalkFn();"}],"countinfo":{"htmls":{"length_pc":0,"length":0}},"header":"activity","logo":"https://img.alicdn.com/tfs/TB1KR.SwYr1gK0jSZFDXXb9yVXa-160-40.png","logoLink":"https://chuangke.aliyun.com/"},"settings":{"uuid":"NOUUID"}}
中国站
联系我们
ICP备案控制台登录/注册
{"config":{"moduleinfo":{"question":"","rightTitle":"个人中心","menu_count":[{"count_phone":8,"count":8}],"article":"","rightMenu_count":[{"count_phone":3,"count":3}]},"menu":[{"menuTitle":"出发吧创业者","menuLink":"https://startup.aliyun.com/special/gostartup"},{"ismoreList":false,"menuTitle":"首页","menuLink":"//chuangke.aliyun.com"},{"menuTitle":"资讯","ismoreList":false,"menuTag":"","menuLink":"//chuangke.aliyun.com/info/","submenu":[]},{"menuTitle":"融资","menuLink":"","ismoreList":true,"menuTag":"","submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"投BP","morsubemenuLink":"//chuangke.aliyun.com/company/"},{"morsubemenuTitle":"源码资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/gaorongvc","morsubemenuTitle":"高榕资本"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/brv","morsubemenuTitle":"蓝驰创投"},{"morsubemenuLink":"https://chuangke.aliyun.com/financing/ebvc","morsubemenuTitle":"钟鼎创投"},{"morsubemenuTitle":"元璟创投","morsubemenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital"},{"morsubemenuTitle":"靖亚资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/emventures"},{"morsubemenuTitle":"清流资本","morsubemenuLink":"https://chuangke.aliyun.com/financing/crystalstreamcap"}],"moresubmenuTitle":"找融资"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"专精特新直通北交所","morsubemenuLink":"https://chuangke.aliyun.com/startup-program/zjtx"},{"morsubemenuTitle":"线下园区入驻","morsubemenuLink":"//chuangke.aliyun.com/city"},{"morsubemenuTitle":"赛道明星班","morsubemenuLink":"//chuangke.aliyun.com/star"},{"morsubemenuTitle":"赛道训练营","morsubemenuLink":"//chuangke.aliyun.com/demoday"}],"moresubmenuTitle":"加速与孵化"}]},{"ismoreList":true,"submenu":[{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuLink":"https://chuangke.aliyun.com/special/newstartups","morsubemenuTitle":"项目求报道"},{"morsubemenuTitle":"大企业创新场景对接","morsubemenuLink":"https://chuangke.aliyun.com/openinnovation"},{"morsubemenuTitle":"IoT框架技术内测","morsubemenuLink":"https://chuangke.aliyun.com/waft"},{"morsubemenuTitle":"阿里生态资源对接","morsubemenuLink":"//chuangke.aliyun.com/markets/aliyun/surpportive"},{"morsubemenuTitle":"深圳千万上云补贴扶持","morsubemenuLink":"//chuangke.aliyun.com/szwqsy/"}],"moresubmenuTitle":"资源对接"},{"submenuTitle":"","submenuLink":"","morsubemenu":[{"morsubemenuTitle":"创业大赛","morsubemenuLink":"//chuangke.aliyun.com/event"},{"morsubemenuTitle":"88帮帮节","morsubemenuLink":"//chuangke.aliyun.com/special/88"},{"morsubemenuTitle":"创业节","morsubemenuLink":"https://chuangke.aliyun.com/chuangyejie/1111/2021"},{"morsubemenuTitle":"创峰会","morsubemenuLink":"//chuangke.aliyun.com/chuangfenghui"},{"morsubemenuTitle":"云栖TechDay","morsubemenuLink":"//chuangke.aliyun.com/techday"}],"moresubmenuTitle":"热门活动"}],"menuTitle":"资源与活动","menuLink":""},{"menuTitle":"城市站","menuLink":"","ismoreList":false,"submenu":[{"submenuLink":"https://startup.aliyun.com/city/nb/","submenuTitle":"宁波海曙站"},{"submenuLink":"//startup.aliyun.com/city/vanke-wanchuang/portal","submenuTitle":"万创科技城站"},{"submenuTitle":"聊城城市站","submenuLink":"//startup.aliyun.com/city/lc/portal/"},{"submenuTitle":"太原城市站","submenuLink":"//startup.aliyun.com/city/ty/portal"},{"submenuLink":"//startup.aliyun.com/city/xt/","submenuTitle":"湘潭城市站"},{"submenuLink":"//startup.aliyun.com/city/zz/","submenuTitle":"郑州城市站"},{"submenuTitle":"岳阳城市站","submenuLink":"//startup.aliyun.com/city/yy/"},{"submenuTitle":"上海金桥站","submenuLink":"https://startup.aliyun.com/city/sh/"},{"submenuTitle":"成都","submenuLink":"https://startup.aliyun.com/city/cd/"},{"submenuTitle":"镇江","submenuLink":"https://startup.aliyun.com/city/zj/"}]},{"menuTitle":"活动中心","menuLink":"//startup.aliyun.com/event","menuTag":"","submenu":[],"ismoreList":false},{"menuTitle":"创业白皮书","menuTag":"","menuLink":"https://chuangke.aliyun.com/special/ebook"},{"menuTitle":"更多服务","menuLink":"","ismoreList":false,"submenu":[{"submenuTitle":"政策指南平台","submenuLink":"https://sme.aliyun.com/policy/"},{"submenuTitle":"创业直播间","submenuLink":"//chuangke.aliyun.com/live/"},{"submenuLink":"//market.aliyun.com/shuangchuang","submenuTitle":"创业服务市场"},{"submenuTitle":"人才招聘","submenuLink":"//edu.aliyun.com/recruit"},{"submenuTitle":"云栖大会科技专场","submenuLink":"https://chuangke.aliyun.com/special/yunqi/2021/live"}]},{"menuTitle":"直播间","menuLink":"https://chuangke.aliyun.com/live/","submenu":[{"submenuTitle":"云谷创新谈","submenuLink":"https://chuangke.aliyun.com/live/room/4"},{"submenuTitle":"星云计划公开课","submenuLink":"https://chuangke.aliyun.com/live/room/2"},{"submenuTitle":"一汽奔腾“智“”悦”座舱云上对接会","submenuLink":"https://chuangke.aliyun.com/live/video/250792"},{"submenuLink":"https://chuangke.aliyun.com/live/video/250721","submenuTitle":"钉钉专场:钉钉PaaS开放及生态策略"}]},{"menuTitle":"中小企业服务平台","menuLink":"https://sme.aliyun.com/"},{"menuLink":"https://chuangke.aliyun.com/brand/duoguan/","menuTitle":"品牌馆","submenu":[{"submenuTitle":"IT桔子","submenuLink":"https://startup.aliyun.com/brand/itjuzi/"},{"submenuTitle":"夺冠","submenuLink":"https://chuangke.aliyun.com/brand/duoguan/"},{"submenuTitle":"蓝驰创投","submenuLink":"https://chuangke.aliyun.com/financing/brv"},{"submenuTitle":"高榕资本","submenuLink":"https://chuangke.aliyun.com/financing/gaorongvc"},{"submenuTitle":"元璟资本","submenuLink":"https://chuangke.aliyun.com/financing/visionpluscapital/"},{"submenuTitle":"源码资本","submenuLink":"https://chuangke.aliyun.com/financing/sourcecodecap/"}]},{}],"rightMenu":[{"menuTitle":"我的项目","menuLink":"//chuangke.aliyun.com/project/my"}],"countinfo":{"menu":{"length_pc":0,"length":0},"rightMenu":{"length_pc":0,"length":0}},"publicity":{"img":"","link":""}},"settings":{"uuid":"NOUUID"}}
{"config":{"moduleinfo":{"searchLink":"//m.aliyun.com/product/search","channels_count":[{"count_phone":12,"count":12}],"searchText":"ecs","noAppDownload":true,"logo":"//gw.alicdn.com/tps/TB11eICOFXXXXaLapXXXXXXXXXX-130-39.png"},"channels":[{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/","title":"首页"},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"//chuangke.aliyun.com/info/","title":"创业资讯"},{"link":"","title":"找融资","subChannels":[{"title":"投BP","link":"//chuangke.aliyun.com/company/"},{"title":"云融资","link":"//chuangke.aliyun.com/product/financing"}],"isOpenSubChannel":true},{"spmId":"0","channelStr":"频道描述","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"孵化与加速","subChannels":[{"title":"线下园区入驻","link":"//chuangke.aliyun.com/city"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/star","title":"AI赛道明星班"},{"spmId":"0","tce_rule_count":"1","link":"//chuangke.aliyun.com/demoday","title":"赛道训练营"}]},{"spmId":"0","maxShowNum":"0","isOpenSubChannel":false,"title":"资源对接","subChannels":[{"title":"大企业创新场景对接","link":"https://chuangke.aliyun.com/openinnovation"},{"link":"//chuangke.aliyun.com/markets/aliyun/surpportive","title":"阿里生态资源对接"},{"link":"//chuangke.aliyun.com/szwqsy/","title":"深圳千万上云补贴"}],"link":""},{"link":"","title":"走进城市站","isOpenSubChannel":false,"subChannels":[{"link":"https://chuangke.aliyun.com/city/vanke-wanchuang/portal","title":"万创科技城"},{"link":"https://chuangke.aliyun.com/city/lc/portal/","title":"聊城城市站"},{"link":"https://chuangke.aliyun.com/city/ty/portal","title":"太原城市站"},{"title":"湘潭城市站","link":"https://chuangke.aliyun.com/city/xt/portal"},{"title":"郑州城市站","link":"https://chuangke.aliyun.com/city/zz/portal"},{"title":"岳阳城市站","link":"//chuangke.aliyun.com/city/yy/"},{"title":"上海金桥站","link":"https://chuangke.aliyun.com/city/sh/"}]},{"spmId":"0","maxShowNum":"6","isOpenSubChannel":false,"link":"","title":"热门活动","subChannels":[{"title":"创业大赛","link":"//chuangke.aliyun.com/event"},{"title":"88帮帮节","link":"//chuangke.aliyun.com/special/88"},{"title":"创业节","link":"https://chuangke.aliyun.com/special/chuangyejie/spring2021"},{"title":"创峰会","link":"//chuangke.aliyun.com/chuangfenghui"},{"link":"//chuangke.aliyun.com/techday/","title":"云栖Techday"}]},{"link":"","title":"更多","isOpenSubChannel":false,"subChannels":[{"title":"求报道","link":"https://chuangke.aliyun.com/resource/apply/8/140#/"},{"title":"创业直播间","link":"//chuangke.aliyun.com/live/"},{"link":"//market.aliyun.com/shuangchuang","title":"创业服务市场"},{"title":"人才招聘","link":"//edu.aliyun.com/recruit"}]}],"countinfo":{"channels":{"length_pc":0,"length":0}}},"settings":{"uuid":"NOUUID","recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"","marginBottom":"","contentBackground":"","paddingHoz":"","paddingTop":"","paddingBottom":"","backgroundImage":"","autoHeight":false}}}
{"config":{"adConfig":{"target":"_blank","pcImg":"","h5Img":"","icon":"","mode":"all","extraList":[],"linkList":[],"href":""},"windowSet":{"open":true,"dataList":[{"list":[{"url":"https://chuangke.aliyun.com/special/newstartups","text":"求报道"},{"url":"https://chuangke.aliyun.com/company/","text":"找融资"}]},{"list":[{"text":"创企榜","url":"https://chuangke.aliyun.com/special/startup"}],"bgi":"https://img.alicdn.com/imgextra/i3/O1CN01vevPS31ofSq4izkDg_!!6000000005252-2-tps-84-232.png","color":"#fff"}]}},"settings":{"recommend":{"visibleMode":"default"},"anchor":{"visibleMode":"all"},"pc":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false},"h5":{"background":"","horizontal":"默认","verticalNumber":0,"marginTop":"0","marginBottom":"0","contentBackground":"","paddingHoz":"0","paddingTop":"0","paddingBottom":"0","backgroundImage":"","autoHeight":false}}}
扫码加钉群 十万创业者 与你为伴

可乐大战背后:元气森林走到十字路口

毕竟,广告打得再好,最终还得通过渠道来转化为实实在在的销量。曾被视为以互联网思维玩转快消的元气森林,

今年的五一小长假,许久没回老家的笔者,在三线城市的乡镇餐馆里第一次见到了国产汽水大窑的身影。在场的食客们或许对大窑并没有什么品牌认知,却依然把它请上了餐桌,在这背后,便是渠道的力量。

对于饮料而言,渠道的重要性不言而喻,毕竟,广告打得再好,最终还得通过渠道来转化为实实在在的销量。曾被视为以互联网思维玩转快消的元气森林,想必也深谙这一道理。

4月26日,元气森林在湖北咸宁举办了“元气可乐”(元气森林可乐味气泡水)发布会,除了对这一年度新品的正式推介,元气森林也同时表露了大跨步铺货的决心:未来一个季度,“元气可乐”将铺设到全国超115个城市,进入70万+终端网点。

(图源:网络)

2天后,元气森林又在成都举办了一场疫情以来规模最大的经销商线下大会,强调与经销商的“伙伴关系”,成为继2022年底元气森林创始人唐彬森向经销商们委婉认错、“浪子回头”后的又一壮举。

如果说“元气可乐”是元气森林的爆款预备役,那么渠道,便是元气森林野望落地的重中之重。

01 “可乐只是一种口味”

在元气森林正式进军可乐之前,有媒体曾曝出,可口可乐、百事可乐两大巨头在内部撂下了“势必要消灭元气森林气泡水”的狠话。如今看来,巨头对元气森林的围剿不但失败了,还要眼看着敌人的触角深入自己腹地。

而在另一边,元气森林对“元气可乐”的打造,实际上也并非易事。历经3年的筹备之后,去年7月,元气森林曾小范围上线“元气可乐”1.0版本,但是市场表现平平,不少消费者吐槽“气不够足”,“有一股梅子味”。

彼时,1.0版本严格遵循元气森林的“0”战略,与市面上的可乐相比,不仅“0糖、0脂、0卡”,还做到了“0山梨酸钾、0苯甲酸钠”,不含防腐剂。从3个“0”,拓展到5个“0”,突出配料表的极简,并去除了对人体骨骼和心脑血管都有一定危害的磷酸,同时以天然代糖赤藓糖醇取代了人工代糖阿斯巴甜、以天然的柠檬酸取代柠檬酸钠。

然而理想很丰满,现实很骨感,一款极尽“健康”但牺牲了口味的产品,必定不会得到消费者的青睐。

于是,在“元气可乐”的2.0版本,元气森林调整策略,把好喝的重要性提到健康之前,主打“一样好喝,但没糖”。一方面是含气量增加,突出“击喉感”;另一方面则是调整风味,做甜酸风味平衡,并去除咖啡因,代之绿茶提取物。

发布会现场,已经退网的罗永浩还作为“神秘嘉宾”以视频形式现身,并称做可乐感觉是“作死”,但唐彬森用一句“希望可乐不是禁区,而是口味”,毫不避讳其做大可乐品类的野心。天府可乐、崂山可乐的负责人也在此次发布会上同台畅聊“可乐梦想”,被外界解读为是国产可乐的“抱团”突围。

确实,以可口可乐和百事可乐合计90%以上的市占率而言,元气森林们想要突围面临的阻力不容小觑,但不可否认的是,国产可乐也曾有过辉煌时刻。上世纪80/90年代,包括天府可乐、崂山可乐、非常可乐等在内的多个国产可乐品牌也曾深入人心,直到“两乐”进入中国并称霸可乐市场。

而把镜头拉远一步,元气森林推出“元气可乐”的背后,更是其多元化战略的一以贯之。从燃茶、到气泡水、再到有矿、外星人电解质水、北海牧场酸奶以及冰茶,元气森林在多元出新的路上从来不曾停歇。

(图源:网络)

唐彬森本人是做游戏出身,互联网思维下的快速迭代战略则被其跨界平移到了饮料产业,4个月甚至更短的产品更新节奏,与可口可乐、农夫山泉花费大量时间营销推广打造经典产品的打法大相径庭。

然而多品类覆盖又是这一行业颠扑不破的布局手段。强如可口可乐旗下也有多达160个饮料品牌,涵盖饮用水、碳酸饮料、果汁、功能饮料等多个品类。

此外,新消费品牌在资本的助推与重塑下,单个爆品的生命周期也在缩短,消费者的口味也多变难测,此时就需要不断推陈出新以吸引消费者注意。更重要的是,对于元气森林自身来说,经营业绩增速的下滑也是摆在面前的老大难问题,亟需推出新的“爆款”来提振销量。

据元气森林此前公布数据,2018-2021年,元气森林销售额增长率分别为300%、200%、309%和260%,到2022年,元气森林预计销售回款80-90亿元,相较前一年的73 亿元同比增长仅在 10%- 23% 之间,增速大幅下滑。

与之相对的是,我国的可乐市场仍存较大发展空间。前瞻产业研究院数据显示,2021年,我国碳酸饮料零售市场规模已高达989.53亿元。同时,可口可乐前大中华区总裁Curt Ferguson也在发布会现场表示,我国的人均可乐消费量仅有52瓶,而美国是400瓶,墨西哥是640瓶左右。

除了对可乐市场的向往,对于传统饮料巨头而言,元气森林其实也不曾放弃过自己“挑战者”的角色。

02 挑战与被挑战的无限游戏

“当时很多同事担心,我们一旦尝试做可乐味饮料,会不会激怒可乐大厂。因为我们的体量和国际巨头相比,就相当于一个小指头,很容易被一巴掌摁死。”元气森林联合创始人鹿角感慨。

3年过去,在“元气可乐”的发布会现场,罗永浩提出了同样的质疑:做可乐,不怕被饮料巨头们捏死吗?唐彬森回答,已经天天被捏了,再捏捏也无所谓了。

诚然,除了“元气可乐”对标的两乐巨头,唐彬森已经通过矿泉水有矿“得罪”了农夫山泉、外星人电解质水对标了日本品牌宝矿力水特等等。实际上,如果饮料赛道竞争不激烈,唐彬森还不会入局,毕竟,只有已经被验证过商业模式、充分竞争的大红海赛道才是唐彬森眼里值得做的行业。

而唐彬森作为挑战者资本的创始人之一,个人也十分看中元气森林具备的“挑战者”特质。好在元气森林自己也十分给力,销售额从0到10亿花了不到两年时间,2020年实现营收27亿元,第二年销售额又从27亿飙升至75亿,硬生生在“两乐”构建的“铁幕”中撕开了一条口子。

然而,传统饮料巨头们可不是吃素的,除了争相推出价格更低的气泡水产品外,更是在上游供应链和渠道铺货上“赶尽杀绝”。

比如可口可乐推出“AH!HA!小宇宙”气泡水、百事可乐推出“bubly微笑趣泡”系列、农夫山泉推出苏打气泡水,不仅在包装风格、营销策略、口味等方面和元气森林无限靠近,价格还普遍比单价6元的元气森林便宜1-1.5元。

(图源:网络)

在上游供应链和经销渠道上,巨头们的围追堵截则展现得更为露骨。从关键原材料赤藓糖醇到刚需生产资料瓶坯、瓶盖的频频断供,再到线下经销商渠道的“二选一”指令,巨头的反扑一浪高过一浪,元气森林的市占率也逐渐从2019年之前的85%萎缩至2021年下半年的不到50%。

自建工厂、稳固渠道以及打造气泡水之外的第二增长曲线,成为了元气森林的新课题。截至目前,元气森林已在全国各地建成5座“森林工厂”,总投资55亿元,总产能超过50亿瓶;在线下渠道方面,元气森林已经开拓包括无人零售柜、门店、冷柜等在内的线下终端超过100万个,覆盖全国800多个城市。

在“解题”过程中,挑战也如影随形,诸如管理的缺位导致不同区域经销商窜货多发、内部腐败滋生、产品滞销且价格体系混乱以及经销商流失等问题,都让元气森林大伤“元气”。因此,在元气森林内部,“渠道及经销商”,被视为2022年最需反思与复盘的环节。2023年以来,除了在公开场合“更积极地向经销商群体示好”,元气森林还主动向传统消费品企业取经,改以往的OKR管理法为“OKR+KPI双轨制”,以满足公司对于确定性、稳定性的追求。

虽然唐彬森试图在制度、流程、人才体系、供应链等环节向传统消费品世界“多学一些”;但是在效率、公司氛围、新品研发等环节,他试图“保持本色”。

比如元气森林一贯的新品研发环节:会随时处于新品研发状态中,并每天在公司内部随机找员工“杯测”。毕竟,在高标准的基础上,快速测试、快速迭代是元气森林的核心产品研发思路,也是其将互联网思维引入食品饮料行业的重要表现。

然而展望未来,元气森林更大的挑战或许在于其对自身定位的摇摆。

03 元气森林,卡在“肥宅”与健康之间

以“0糖、0脂、0卡”冲出重围的元气森林,其“无糖”标签也曾给它带来了不少质疑和风波。

一方面是零糖并不能与健康划等号;另一方面则是元气森林旗下的一些产品,如元气森林乳茶内曾含有结晶果糖和乳糖,算不上无糖产品,而这与元气森林向外传递的品牌形象不符。

有糖还是无糖,元气森林兜兜转转了7年,如今貌似还是回到了原点。据零态报道,自2022年开始,元气森林接连推出了数款含糖的产品,包括含糖版的电解质水“外星人PRO”、含糖版的柠檬茶“超可”、含糖版的柠檬气泡水“浪”。

这就不禁让人思考,难道在元气森林这里,糖终究还是胜利了,就像可口可乐旗下的无糖可乐品牌健怡可乐和零度可乐一直不温不火一样。

那么,在可乐这个无糖被有糖碾压的赛道,“元气可乐”能否探索出一条全新的道路?

(元气森林气泡水品牌负责人虞海宇/网络)

耐人寻味的是,在“元气可乐”发布会上,元气森林创始人唐彬森,可口可乐前大中华区总裁Curt Ferguson,以及被称为“新中国第一个喝到可口可乐的人”、“可乐男孩”黑建涛参与了“盲测环节”——每位嘉宾试喝两杯外观看起来一样的可乐,一款为元气新款可乐,另一款是“某可乐”,试喝完毕留一杯喜欢喝的在手里。

最终的盲测结果,只有唐彬森手里留下来自家可乐产品,其余两位都留下了“另一杯”。