Name: 液態死亡的品牌為何暢銷--儘管它的水並不特別 | WSJ The Economics Of (Why Liquid Death’s Branding Sells—Even Though Its Water Isn’t Special | WSJ The Economics Of)
Uploaded: 2024-12-13T02:47:11.000Z
Duration: 6 min 41 s

With Liquid Death, a water brand that ditched the serene mountain springs, first skulls, punk rock, and viral chaos.

液體死亡（Liquid Death）是一個水品牌，它拋棄了寧靜的山泉，首先是骷髏頭、朋克搖滾和病毒式的混亂。

What started as a joke, marketing water like booze, has evolved into a company with a $1.4 billion valuation.

把水當酒來推銷，最初只是一個玩笑，如今卻發展成為一家估值達 14 億美元的公司。

而這一切都建立在一個簡單的理念之上。

Making the plainest drink in the world feel rebellious.

讓世界上最樸素的飲料也變得叛逆。

The success of the bottled water industry is really the success of the marketing industry.

瓶裝水行業的成功其實就是營銷行業的成功。

These are some of the top luxury bottled water brands in the U.S.

這些是美國最頂級的豪華瓶裝水品牌。

Evian highlights its water's journey from the French Alps.

依雲著重介紹了其水源來自法國阿爾卑斯山的歷程。

Smartwater markets its vapor-distilled H2O with added electrolytes.

Smartwater 銷售添加了電解質的蒸餾水。

And Fiji emphasizes its aquifer and pH level of 7.7.

斐濟強調其含水層和 7.7 的 pH 值。

The traditional marketing strategy for bottled water as a premium product was all about purity.

瓶裝水作為一種優質產品，其傳統的營銷策略就是追求純淨。

And that strategy has a lot to do with a distrust of tap water.

而這種策略與人們對自來水的不信任有很大關係。

Experts say 59% of American water users think that bottled water is safer than tap.

專家稱，59% 的美國水用戶認為瓶裝水比自來水更安全。

Bottled water brands are just sitting back.

You know, they don't need to do anything.

你知道，他們不需要做任何事情。

This distrust is out there, and people are buying this water.

這種不信任已經存在，人們正在購買這種水。

There's not really anything that's incredibly different about our water or our products.

其實，我們的水或產品並沒有什麼令人難以置信的不同之處。

But there really is nothing incredibly different of any product almost anywhere.

但是，幾乎任何地方的任何產品都沒有令人難以置信的不同之處。

It's all just brand differences and packaging differences.

這只是品牌和包裝的不同而已。

Liquid Death CEO Mike Cesario wanted to compete with luxury brands like Fiji and Evian.

Liquid Death 首席執行官 Mike Cesario 希望與斐濟和依雲等奢侈品牌競爭。

But we don't want to be far and away the most expensive thing on To target a consumer willing to spend money on luxury water, the company focused on differentiation.

但我們並不想成為最昂貴的東西。 為了鎖定願意花錢購買奢華水的消費者，該公司把重點放在了差異化上。

We've seen it as an aspirational product.

我們將其視為一種令人嚮往的產品。

We've seen it as a kind of goop-esque health product.

我們把它看作是一種 "黏糊糊 "的保健產品。

But we haven't seen it as this like counterculture product.

但我們並沒有把它看作是反文化產品。

And that's just enough for someone when they're passing the water aisle to do a double take.

這樣就足以讓人走過瓶裝水區時忍不住多看一眼。

And even those matter of seconds when it to consumer marketing.

在消費者行銷領域，連那幾秒鐘的注意力都極其寶貴。

Those are seconds that marketers will spend millions of dollars trying to buy from you.

行銷人可是願意砸下數百萬美元，只為從你身上買到那幾秒。

Thanks to that identity, the company didn't have to spend millions on ad agencies.

多虧了那種品牌識別，公司根本不需要砸大錢請廣告公司。

Instead, it relied on going viral from the very start.

相反地，它一開始就靠「爆紅」來打開知名度。

Liquid Death, especially in the beginning, relied a lot on organic marketing.

液體死亡公司，尤其是剛開始的時候，非常依賴有機營銷。

You're basically cutting out millions of dollars in distributing your ads.

這樣一來，你基本上就省去了數百萬美元的廣告發布費用。

This paved the way for a move into physical retail, like grocery stores, convenience shops and bars.

這為進軍雜貨店、便利店和酒吧等實體零售業鋪平了道路。

A really good thing of distribution that they've done is getting into bars quite early on.

他們在發行方面做得非常好的一件事，就是很早就進入了酒吧。

You know, we don't really see that so much with the newer soda brands, for instance, which prioritize retail and wholesale.

要知道，我們在較新的蘇打水品牌中並沒有看到太多這樣的情況，例如，它們優先考慮零售和批發。

The company targeted audiences in places where it would want its cans photographed and shared.

該公司的目標閱聽人是那些希望其罐頭被拍照和分享的地方。

A 2021 partnership made Liquid Death the exclusive water sold at Live Nation concerts nationwide.

通過 2021 年的合作，Liquid Death 成為 Live Nation 全國演唱會的獨家飲用水。

So many people have told us, yes, the first time we ever heard of Liquid Death or saw it was at a festival.

很多人都告訴我們，是的，我們第一次聽說 "液體死亡 "或看到它是在一個音樂節上。

And then eventually you have to imagine those people then see our marketing elsewhere, then or the next time they're in a store, like, oh, there's that water that I had at the concert.

最後，你必須想象這些人在其他地方看到我們的營銷活動，然後或者下次他們在商店裡看到我們的營銷活動時，就會說，哦，我在音樂會上喝過的水在這裡。

In just a few years, Liquid Death has become one of the most followed beverage brands worldwide, outpacing luxury water brands and trailing energy drink giants Red Bull and Monster.

在短短几年內，Liquid Death 已成為全球最受關注的飲料品牌之一，超越了奢侈水品牌，僅次於能量飲料巨頭紅牛（Red Bull）和怪獸（Monster）。

And the company has secured distribution in 113,000 retail locations in the U.S. and U.K., with retail scan sales rising to $263 million in 2023, a nearly 140% increase from the year prior.

此外，該公司已在美國和英國的 113,000 個零售點進行了分銷，2023 年的零售掃描銷售額將增至 2.63 億美元，同比增長近 140%。

Now we've gotten a lot more sophisticated.

We can target specific kinds of people with social geo-targeted around a specific store.

我們可以通過特定商店周圍的社交地理定位來鎖定特定人群。

Hey, within a 10 mile radius of this store, we can reach these people and try to give them a specific offer or reason to go into that store and purchase and be able to track that.

嘿，在這家商店方圓 10 英里的範圍內，我們可以接觸到這些人，並嘗試給他們提供特定的優惠或理由，讓他們去那家商店購買，並能夠跟蹤這些優惠或理由。

But Liquid Death's competitors aren't necessarily just other bottled water brands.

但是，Liquid Death 的競爭對手並不一定只是其他瓶裝水品牌。

It's also targeting competitors like non-alcoholic beers, better-for-you sodas and functional beverages.

此外，它還瞄準了無酒精啤酒、有益健康的蘇打水和功能飲料等競爭對手。

What they're trying to be is a beverage company.

A year after the original Liquid Death launched, the company started selling sparkling water.

在最初的 "液體死亡 "推出一年後，公司開始銷售氣泡水。

Almost two years later, it introduced flavored sparkling waters.

近兩年後，它又推出了風味氣泡水。

And to target users of refillable water bottles, Liquid Death released flavored electrolyte packages called Death Dust.

針對可充裝水瓶的用戶，Liquid Death 推出了名為 "死亡之塵 "的電解質口味包裝。

The minute you go into the world of flavor and texture in the sense of adding fizz, then you can start to sell a product that is a little bit more unique to you, and therefore you can charge a little bit more for it.

一旦你踏入風味與口感的領域——例如加入氣泡感——你就能開始販售一款更具自身特色的產品，
因此也就有空間提高售價。

Today, the company says the majority of their sales come from sparkling flavored water and iced tea.

如今，該公司稱其大部分銷售額來自氣泡調味水和冰茶。

Over 60, 70 percent of our of our business now is not plain water.

現在，我們 60% 或 70% 以上的業務都不是白開水。

But some new launches are still played for the joke, like the brand's collaboration with Van Leeuwen, which introduced a limited edition flavor, Hot Fudge Sundae, that the company says was Amazon's best ever grocery limited time offer.

但有些新產品的推出仍然是在開玩笑，比如該品牌與 Van Leeuwen 合作推出的限量版口味 "熱軟糖聖代"，該公司稱這是亞馬遜有史以來最好的雜貨限時優惠。

We thought it was going to be a month or two of inventory.

我們以為會有一兩個月的庫存。

It also sells things like an almost $6,000 cold plunge, a $250 murder whole game set and a mysterious country club membership for the small price of your soul.

它還出售一些東西，比如價值近 6000 美元的冷水浴、價值 250 美元的殺人遊戲套裝和神祕的鄉村俱樂部會員資格，只需付出你靈魂的小小代價。

We have people who they're spending 30 bucks on a t-shirt and we're selling out of it.

有人花 30 美元買一件 T 恤，我們卻賣光了。

We've sold over a million dollars worth of Liquid Death gold watches.

我們已經售出了價值超過一百萬美元的液體死亡金錶。

The brand means something more to people than just like the functional difference of the liquid.

對人們來說，品牌意味著更多的東西，而不僅僅是液體的功能差異。

It's all just a ploy to get that name out there and to get PR and publicity.

這一切不過是為了把這個名字公之於眾，獲得公關和宣傳效果。

It's going to be the drinks that are going to make them money.

But as trends shift and new brands emerge, Liquid Deaths does risk becoming flat.

但隨著潮流的轉變和新品牌的出現，Liquid Deaths 確實有可能變得平淡無奇。

It's just going to be really interesting to see as a brand like this get bigger and bigger, can they still sustain this idea of we're a punk rock independent company when by the very virtue of growing and growing, you're probably not going to end up doing things that differently.

隨著這樣的品牌越來越大，他們是否還能保持 "我們是一家獨立的朋克搖滾公司 "的想法，這將是一個非常有趣的問題。

 And the question will be whether consumers like the product enough to keep buying it then or whether there'll be some kind of pull away when they think that they've been lied to.

問題在於，消費者屆時是否會喜歡該產品並繼續購買，或者當他們認為自己被欺騙時，是否會有某種程度的退縮。