Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)

The Marketing and Management Strategies of “Genki Forest” and Its Investment Potential

Authors
Haohui Sun1, *
1Preston Robert Tisch Institute for Global Sport, New York University, 7 E 12th St, New York, NY 10003, United States
*Haohui Sun. Email: hs3718@nyu.edu
Corresponding Author
Haohui Sun
Available Online 26 March 2022.
DOI
https://doi.org/10.2991/aebmr.k.220307.358How to use a DOI?
Keywords
Advertising; Health; Sugar-free; Management
Abstract

The goal of this paper is to analyze the marketing and management strategies of Genki Forest, a soft drink company that specializes in health drinks, and to excavate the reasons as to why the company was able to become a unicorn with a history of only five years. This paper will also discuss the characters of the founder, Tang Binsen, as to why he successfully transferred the skills he learned from the internet & gaming company he founded earlier to a soft drink company. The key reason that Genki Forest became popular is that it has the traits of an internet company. Genki Forest utilized many strategies an internet company used in a traditional soft drink company, such as money spent on advertising, and non-paper management. It is not a coincidence that Genki Forest became a sensation; the company is a successful representation of China’s new Consumerism. Well-known investment firms, such as Huaping capital, L Catterton, Temasek, Sequoia capital, have invested significant amount of capitals in Genki Forest.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
26 March 2022
ISBN
978-94-6239-554-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.220307.358How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Haohui Sun
PY  - 2022
DA  - 2022/03/26
TI  - The Marketing and Management Strategies of “Genki Forest” and Its Investment Potential
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2181
EP  - 2185
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.358
DO  - https://doi.org/10.2991/aebmr.k.220307.358
ID  - Sun2022
ER  -