酒吧邂逅 突发“椰”想 – Vita Coco闯出十亿生意

■企动人心

酒吧邂逅   突发“椰”想

唯他可可闯出十亿生意

泡夜店也能成就十亿美元生意?原想泡妞,却激发灵感还创造大事业?天底下哪有这回事?答案是,真的有!

这就是如假包换美国最畅销椰子水品牌唯他可可(Vita Coco)创始人麦克基尔班(Michael Kirban),与伙伴艾拉里然(Ira Liran)的“椰子情缘创业故事”。

美女爱椰水,泡出椰子情

■Michael Kirban(左)与好友Ira Liran。

先谈Michael,他可谓出身于生意家族, 从曾祖父到祖父、再到他爸爸都是商人,似乎企业家遗传基因早在血脉内。

父母离异后,Michael跟随父亲居住,所以很小就见证了父亲打拼路上屡败屡战的精神,潜移默化之下养成他不怕失败的个性。

2004年,Michael与好友Ira在纽约一间酒吧喝酒,邂逅2位来自巴西的美眉,闲聊间美女们提起最想念的就是椰子水,因为那是最天然美味又有营养的饮料。

没想到这触发了Michael与Ira的灵感,开启了从巴西进口天然椰子水到美国销售的念头,更没想到这个突发“椰”想,在7年后终于有所获利,还疯狂地成长,成为风靡全球30多个国家的椰子水品牌。

酒吧邂逅以后的两个月后,Michael与Ira买机票飞往巴西,往梦想出发。Ira留在巴西发展,负责椰子水的供应及出口,Michael则回到纽约,负责唯他可可椰子水生意的其他及所有事务。

第一局:又傻又天真,给钱买教训

两个从来没有经营过食品业经验的年轻人,就凭怀着一股热诚……当然是要付些学费买教训啦!很快Michael就面对了第一个重大挑战,并几乎花光7万5000美元的创始资金。

话说他们在巴西订购约2万箱的椰子水运回美国,打算大展拳脚在市场上销售,当货品运到港口时,才接获美国食品监督局来电,索取椰子水注册登记号码。

但是没多做市场资料搜索的Michael完全不知道,原来属于饮料类别的椰子水,需要到食品监督局申请批准,才可引进美国市场销售。

于是2万箱椰子水被迫转运至巴哈马群岛,托一位友人的帮忙,Michael之后在巴哈马群岛呆了两周,挨家挨户到餐厅、夜店、酒吧、酒店、杂货店推销椰子水。

首批椰子水最后卖了大概1万箱,Michael领回部份钱,足以抵销首批货品的成本,算是险胜。

第二局:若要人似我,除非两个我?!

汲取教训及获得食品监督局批准后,Michael再度从巴西进口椰子水,唯数量稍少于第一次。当他到超市推销的时候,马上发现自己陷入第二个重大挑战!

从超市经理口中得知,竟然有另一个椰子水饮料也刚刚推出市场,而且无论是产品性质、包装或市场定位都极度相似。

这个相似度超高的对手Zico来势汹汹,尤其是在分销通路上的竞争,都是一步跟着一步近身博斗,唯他可可所到之处,Zico也随即杀到 ,甚至出手拦截。

财力比唯他可可强大的Zico,会以“买50箱,送25箱”的大优惠来阻断分销商销售唯他可可。甚至故意在唯他可可办公室附近,大量派送Zico样品饮料,以致在唯他可可“地盘”的路人都是人手一瓶Zico。

尽管面对劲敌,但是Michael一点都不胆怯,依旧踏着他的直排轮滑鞋挨家挨户去超市打开销售通路。

直到2006年,Michael与一个较小型的前Zico分销商合作,大肆进攻更多零售据点,才稍微扭转了形势,当时年度营业额约为100万美元。

2007年,唯他可可首度引进外来投资,以20%股权换取200万美元资金,并在同年聘请了有饮料销售经验的猛将Michael Goldstein,加强团队阵容。

第三局:可乐入股了,可惜不是我

尽管唯他可可的后势加强,但Zico的攻势依然强劲,尤其当2009年可口可乐公司宣布入股Zico,令后者获得更大资金后盾,如虎添翼。

但是经过分析后,Michael认为,这一战他未必会输,因为Zico仅是可口可乐众多产品当中的其中一个投资,而并非主力产品。这也意味着,可口可乐不会发动全力来抢攻椰子水市占率。

唯他可可向来都是主打清新、健康和天然的低糖椰子水,产品定位非常明显,市场定位也是主攻着重健康的消费者。

在可口可乐进驻之前,Zico也与唯他可可一样以天然饮料为主,唯之后却改变路线成为浓缩饮料(Concentrated Drink),意思是不再是100%天然饮料。

Michael因而趁势改变唯他可可的包装,特大字体突显唯他可可不是浓缩饮料,以“天然饮料”的定位制造差异化,让唯他可可打赢漂亮的一战。

唯他可可的产品是由供应商生产,也没有涉及椰子种植,看起来是相当具成本效益的生意,但是谈及赚幅时,Michael说,50%成本开销是在于产品本身,因为从椰子原产地生产并运送至美国,加上行销费及营运开销等,都是需承担的成本。

产品在上架时还需与各巨头竞争最显著摆放位置,包括可口可乐、百事可乐、雀巢、Dr Pepper、七喜等,每一个环节的挑战都不容易应付。

第四局:麦当娜相中,这次好势料!

某天,经过朋友的搭线,西洋歌坛天后麦当娜的经理人来接触Michael,说探讨合作空间。Michael表明,唯他可可并非可口可乐或百事可乐,付不起重金请麦当娜当代言人。

殊不知这位人脉强大的经理人表示,可以向娱乐圈名人集资,然后投资在唯他可可!

2010年1月,唯他可可精心策划打出“明星牌”展开猛烈宣传,巨星们是投资者也身兼代言人,强大阵容包括麦当娜、好莱坞巨星黛米摩尔、马修麦康纳 (Matthew McConaughey)和音乐家安东尼基德斯(Anthony Kiedis)等。

经过巨星们在各大公开场合和媒体的宣传,唯他可可气势如虹,不但在美国变得火红,巨星效应也把品牌知名度推广至全球舞台。

除了娱乐圈,唯他可可也强打健康天然饮料的形象,与多位知名橄榄球、棒球和篮球运动员合作,扩大宣传饮料在运动后可及时补充水份的特点。

到了2011年至2012年,唯他可可更邀请超人气女歌手蕾哈娜担任品牌代言人,以延续巨星效应的温度。

与此同时,在分销通路上,Michael也与一家大规模分销商展开新合作,让更多美国零售店销售其产品。目前,全美销售唯他可可产品的零售商数量已经超过十万家。

巨星宣传加上打通销路,让唯他可可的发展如有神助,市占率冲上60%!

根据英国调研机构Technavio的数据,截至2019年美洲椰子水产品市场价值达到24亿6000万美元。

第五局:树上长的水 攻中国市场

在风靡欧美后唯他可可划下进驻中国市场的路线图,在2014年与红牛中国代理商华彬集团合作,这项策略性合作也包括华彬集团入股唯他可可。

华彬集团以1亿6500万美元购入唯他可可25%股权,并成为唯他可可在中国市场的分销商。凭藉华彬集团在中国饮料市场的强大网络,唯他可可成功打入这个全球最大的消费市场。标榜着“树上长的水,唯他可可迅速获得中国消费者的喜爱。

唯他可可的产品组合也在不断多元化,从最初只有小瓶装椰子水产品,扩大展至加入椰子水成分的混合果汁、柠檬水、运动饮料、咖啡和儿童产品等。

唯他可可也在2014年,扩编至非饮料领域,生产椰子油。

阻扰从不缺 杀敌也无数

尽管一路走来,面对许多强敌,甚至直接对垒饮料界老大可口可乐,但是Michael也杀敌无数,并坚信创业家的精神可克服所有困难。

唯他可可至今未有上市计划,年度销售额更是达到10亿美元。

今年46岁的Michael,受询及为何不选择100%出售股权时,他表示,现况已是最好的安排,因华彬集团的入股做为强大财务后盾,让他可以更专注去策划未来发展,而且可以承受比以往更大一点的风险。

从商也是自己觉得有趣又喜欢做的事,何乐而不为呢?

唯他可可教会我们的事:

一、讲到做到、办得到

从Michael的酒吧邂逅演变成大商机故事中,其实不难发现,生活中不乏创意点子,但是成功的创业案例往往都有一个共同点,那就是从“讲到”到“做到”,不是所有人都办得到!支撑他一路前行的动力,就是不断创新和坚持不懈的精神。

二、不怕输、也打不死

初出茅庐的小伙子,跟行业巨头打硬战,Michael都是硬着头皮不退缩。在创业的路上,必定是付出更多才能收获更多,要不断接受和征服出乎意料的挑战。

三、策略联盟 效应大

从跟众巨星联盟在欧美制造明星效应,到后来与华彬集团合作攻进中国庞大市场,唯他可可采取的策略都事半功倍,达到多赢。

LaLiga Santander Matchday 25 preview: A blockbuster weekend lies ahead

Matchday 25 of the 2020/21 LaLiga Santander season is set to be a momentous one as the top six sides in the standings face off against each other. Leaders Atlético de Madrid visit sixth-placed Villarreal CF at 9pm CET on Sunday night, while second-placed Real Madrid host fifth-placed Real Sociedad at the same 9pm CET time slot on Monday night. Before that, fourth-placed Sevilla FC welcome FC Barcelona, third-placed, to the Ramón Sánchez-Pizjuán at 4.15pm CET on Saturday.  

The first of the weekend’s three blockbuster matches is the Saturday afternoon showdown between Sevilla FC and FC Barcelona. These two teams have already met each other twice this season, having played out a 1-1 draw in LaLiga Santander at the Camp Nou in October and having just met in the first leg of the Copa del Rey semi-finals at the start of February when Sevilla secured a 2-0 advantage.  

Sevilla haven’t finished above the Catalan club in the end-of-season standings since 1969/70, but they have an excellent opportunity to achieve that this year as Julen Lopetegui’s side were ahead of this weekend’s opponents until this Wednesday. The Rojiblancos are in an excellent run of form as they have won their past six matches in league play and haven’t conceded a single goal in the past five of these fixtures.  

With Moroocan keeper Bono in goal and with a solid central defensive partnership of Diego Carlos and Jules Koundé, Sevilla have, along with Atleti, the joint-best defensive record in the division with just 16 goals conceded. Barça, though, boast Lionel Messi and there is no team that the Argentine has scored more frequently against in his career than Sevilla, with a mindblowing 37 goals from 41 games. It’ll be thrilling to see who comes out on top.  

Villarreal CF vs Atlético de Madrid is the next of the weekend’s heavyweight bouts, a match between two teams desperate to return to winning ways. Villarreal have been struggling of late in LaLiga Santander and are winless in their past six league matches. Atleti, meanwhile have only won one of their past four games and have already dropped the same number of points in the second half of the 2020/21 season as they did in the entirety of the first half.  

Atleti dropped points against Villarreal earlier this season when they played out a goalless draw in the Spanish capital. They meet again this weekend knowing it will be a fascinating tactical battle as Unai Emery and Diego Simeone are two of the best coaches in European football. It’ll be interesting to see how this footballing chess match plays out on Sunday night.  

The last fixture of Matchday 25 is also one of the best, with Real Madrid hosting Real Sociedad on Monday evening. They played out a 0-0 draw when they met in the Basque Country earlier in the season, but their matches before that had been very entertaining. In their seven previous meetings before this season, there were 4.4 goals per game on average across four Real Madrid wins and three Real Sociedad wins.  

Making this showdown even more exciting is the fact that La Real’s Alexander Isak is the most in-form striker in LaLiga Santander right now. The Swedish forward has scored in each of his past six league outings, netting a whopping nine times. With the reigning champions missing several players, especially in defence, Isak will look to take advantage in this match that could significantly influence the title race and the push for Champions League qualification.  

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NIUswav RM10,000 Cash Angpow Giveaway: WINNERS ANNOUNCEMENT! #en

Congratulations to all winners of the NIUswav RM10,000 Cash Angpow Giveaway! The correct answer was NWHUATAH, well done to those who got it right. We’d like to thank everyone who participated and we hope that we made everyone’s CNY a little bit better during this difficult time. For those who did not win, fret not! We can assure you that there will be even more exciting campaigns in the near future so stay tuned!

RM 368 Angpow x5

  1. Tan Kok Hao
  2. Umavathni Vathanaganthan
  3. Tan Eng Hong
  4. Marvin Chen Woei Kiat
  5. Lin Xing

RM 168 Angpow x10

  1. Koh Teck Chai
  2. Pong Mee Yen
  3. Sui Zhi Yan
  4. Jenny Tan
  5. Nur Aliyatun Zulaikha Binti Mohamad Ziad
  6. Simeon Samuel Raj a/l Soori Theymudee
  7. Phoon Kai Ying
  8. Nyau Kiat Fatt
  9. Syifaa’ ‘Alyaa’ Batrisyia Binti Suhaimee
  10. Phoon Haw Yann

RM 68 Angpow x100

  1. Tan Poh Lee
  2. Teh Woan Yong
  3. Tie Sui Ching
  4. Chan Jia Ren
  5. Len Kim sang
  6. Teo Chiam Yu
  7. Lim Siew Chu
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  9. Tan Zhe Qi
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  11. Teo Wei Yi
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  87. Sharon Loo Kim Nyook
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  90. Lim Liang Shen
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  92. Azfar Hadi B. Abdul Halim Lim
  93. Muhammad Syahir Bin Kamarulbahrin
  94. Rupavagini a/p S M Ramesh
  95. Khung Oi Chuen
  96. Yap Wei Wei
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  98. Ng Pek Hua
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  100. Yu Yen Ee

All winners are required to contact Newswav directly. Please Whatsapp us at +6011-5640 6584 or email us at nwhuatah@newswav.com for verification purposes before March 15, 2021.

Stay tuned for even more exciting campaigns in the near future!

Terms & Conditions

  • The contest will run from February 12, 2021 – February 19, 2021 and is open to all Newswav users aged 18 and above.
  • Winners are selected on a first-come first-served basis, i.e. those who correctly submit the word clue first will be entitled to receive the RM368 angpows, followed by the RM168 angpows and RM68 angpows in this particular order.
  • The selection of winners by Newswav Sdn. Bhd. is deemed as final. Once the winners are announced, any feedback/complaints relating to the winner selection will not be entertained.
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  • Newswav Sdn. Bhd. reserves the right at its absolute discretion, to postpone, reschedule and/or extend the campaign period and/or terminate the campaign at any given time without prior notice.
  • Newswav Sdn. Bhd. reserves the right to amend the mechanics, prizes, and terms & conditions of the campaign, as well as other aspects of the campaign without prior notice.
  • By participating in this campaign, you agree to accept the terms and conditions specified above.

NIUswav 牛年新春送10千现金红包:获奖者公告!#zh

Newswav在此祝贺所有 “NIUswav 牛年新春送10千” 的获奖者!正确的答案是NWHUATAH,8个英文字母全对的你:做得好! 此外Newswav也诚心感谢所有参与者,并希望在这段艰难的时期里我们有让大家的农历新年增添点乐趣。 至于那些没有获奖的人,不用担心! 不久的将来还会有更多精彩万分的活动,敬请期待!

RM 368 现金红包 x5

  1. Tan Kok Hao
  2. Umavathni Vathanaganthan
  3. Tan Eng Hong
  4. Marvin Chen Woei Kiat
  5. Lin Xing

RM 168 现金红包 x10

  1. Koh Teck Chai
  2. Pong Mee Yen
  3. Sui Zhi Yan
  4. Jenny Tan
  5. Nur Aliyatun Zulaikha Binti Mohamad Ziad
  6. Simeon Samuel Raj a/l Soori Theymudee
  7. Phoon Kai Ying
  8. Nyau Kiat Fatt
  9. Syifaa’ ‘Alyaa’ Batrisyia Binti Suhaimee
  10. Phoon Haw Yann

RM 68 现金红包 x100

  1. Tan Poh Lee
  2. Teh Woan Yong
  3. Tie Sui Ching
  4. Chan Jia Ren
  5. Len Kim sang
  6. Teo Chiam Yu
  7. Lim Siew Chu
  8. Lim Leong Choo
  9. Tan Zhe Qi
  10. Phoon Kien Choong
  11. Teo Wei Yi
  12. Lim Hoy Yen
  13. Navin Shanmugam
  14. Chooi Mei Ling
  15. Liew Kwok Thye
  16. Amir Hamzah Bin Kamaruddin
  17. Lam Mun Sum
  18. Thong Shu Hui
  19. Teo Wei Zhing
  20. Chew Kim Hoi
  21. Shoong Yoke Ling
  22. Ally Teh Tze-Rou
  23. Christopher Kong Khim Heung
  24. Wong Sy Jiunn
  25. Chai Wai Lam William
  26. Tham Wai Jing
  27. Choo Chen Hua
  28. ChuaHeeChie @ ChuaYeeChie
  29. Teh Kok Keong
  30. Teo Chee Liang
  31. Jayanthi Raman Nair
  32. Thong Jong Goei
  33. Fang Chee Hua
  34. Chai Siow Wei
  35. Tan Lee Dee
  36. Tilon Yeow Yoong Soon
  37. Amy Suzana Binti Ahmad Saufi Sasidharan
  38. Connie Devi a/p Doraisingam
  39. Yeow Gaik Kee
  40. Hashwini Lalchand Thadani
  41. Leng Li Chin
  42. Liow Boon Seng
  43. Voon Hon Cheong
  44. Chong Thok
  45. Joanne Yoong Lai Leng
  46. Liew Kah Jun
  47. Yeoh Keng Foong
  48. Oliver Sim Tern Shen
  49. Choong Chii Hong
  50. Sim Siew York
  51. Mohd Mirza Bin Abdul Rahman
  52. Yap Wei Juin
  53. Ng Shin Yee
  54. Lee Yen Leng
  55. Then Poh Ling
  56. Teh Bin Li
  57. Tan Ruey Jiuan
  58. Choo Li Jing
  59. Michelle Kwek Siew Thung
  60. Lim Chern Yang
  61. Lee Man Kit
  62. Bavithraa a/p Rama Harri Krishna
  63. Teo Wei Zhong
  64. Lung Dou Vun @ Basil
  65. See Teck Yuen
  66. Lee Jia Wen
  67. Wan Muhammad Saiful Afiq Zakaria
  68. Goh Han Jack
  69. Goh Huay Ming
  70. Wong Theen Yew
  71. Teoh Siew Mei
  72. Ng Yee Fui
  73. Wong Tuck Onn
  74. Gun Yoong Siong
  75. Lai Sui Ping
  76. Jasmine Sia Li Ling
  77. Woo Wai Fun
  78. Ng See Hoon
  79. Kee Bee Geok
  80. Kamel Bin Khalid Abdullah
  81. Ang Lea Kiaw
  82. Lim Oon Soon
  83. Chong Wing Yip
  84. Kenneth Ho Ee Khoon
  85. Chong Mun Khuan
  86. Goh Lea Khon
  87. Sharon Loo Kim Nyook
  88. Lee Moh Le
  89. Muhammad Faris Mifdhal Bin Kamal
  90. Lim Liang Shen
  91. Chai Han Nee
  92. Azfar Hadi B. Abdul Halim Lim
  93. Muhammad Syahir Bin Kamarulbahrin
  94. Rupavagini a/p S M Ramesh
  95. Khung Oi Chuen
  96. Yap Wei Wei
  97. Tan Meei Ling
  98. Ng Pek Hua
  99. Ong Kim Hua
  100. Yu Yen Ee

所有获奖者必须在2021年3月15日之前直接联系Newswav。请联系我们的WhatsApp号码 +6011-5640 6584 或 向我们发送电子邮件 nwhuatah@newswav.com 以核实身份。

继续关注Newswav以获取更多精彩的活动资讯!

活动条规

  • 活动将于2021年2月12日至2021年2月19日举行。所有18岁及以上的Newswav用户均可参加。
  • 得奖者将按照严格的先到先得机制选出,即最先提交正确答案的参赛者将有资格获得RM368的现金红包,以此类推。
  • Newswav Sdn. Bhd 公布的得奖者名单将被视为最终决定。宣布得奖者后,我们将不理会任何反馈或投诉。
  • 得奖者必须提供其Newswav帐户以及其身份证副本以核实身份,否则获奖资格将被取消。
  • 现金红包不能以任何方式转让,交换或退换。
  • Newswav Sdn. Bhd 有绝对的权利在不事先通知的情况下随时推迟、重新安排、延长或终止此活动。
  • Newswav Sdn. Bhd 有绝对的权利在不事先通知的情况下随时修改任何活动机制,奖品,活动条规以及其他活动事项。
  • 参加此活动的参赛者皆同意接受以上指定的所有条规。