Author(s)

Zejun Bai, Yifan Jiang, Shuaifei Pei, Zhihong Sun

Corresponding Author

Zejun Bai

ABSTRACT

In recent years, with the continuous improvement of people's quality of life and consumption ability, the requirements for the traditional food industry are also rising, and the traditional beverage and food industry has ushered in new opportunities and challenges for development. Coupled with the opening of the era of rapid development of the Internet economy, social media such as Tiktok, Little Red Book, and Weibo has provided new ideas for the innovative transformation of traditional industry marketing methods. Among them, Energetic Forest stands out with its unique product positioning, accurate consumer base, and innovative social platform marketing ideas, achieving a brand valuation of US$2 billion within four years. This article analyses the content of Energetic Forest's marketing model based on the brand's financial data and marketing costs in recent years, focusing on the "internet celebrity economy" marketing chain created by Energetic Forest, and making suggestions for the future development of related companies in light of the drawbacks in current operations.

KEYWORDS

Energetic Forest, marketing model, internet economy