Perhaps few people know that among the S & P 500 index stocks in the US stocks, the most returned return in the past 20 years is Monst.us.

More than a lot of well -known technology stocks, including Apple, Nvidia, Amazon, etc.

Monster drink was formerly the Headquartered Hansen Natural Corp..

On April 24, 2002, Hanson Natural Beverage Company launched a monster energy drink (Monster Energy), starting an amazing growth journey.If you spend $ 1,000 to invest in monster drinks that year, you will now have more than 1.2 million US dollars.

The dream of investors is to discover such a big bull stock and eat exaggerated returns.

Joel Tillinghast, the helm of the Fund Fund's low -cost shares, bought the original monster drink company's stock in 2001 and has been holding it for a long time.But the position is not heavy.At the beginning, Tillinghast was optimistic about the company's natural fruit beverages. Later, the growth of the company's stock value came from the outbreak of its energy drink sales, which also became the reason for his continuous holding.It can be said that there is a certain luck component.

The price he bought was about $ 4, and the price -earnings ratio was about 10 times.Later, the stock was split many times, and the cost of holding basically only a little bit of money.

Although only a small part of the positions are invested, it is not easy to persist in this investment.

When Tillinghast wants to sell monster drinks, he will think again.He wrote in "Big Money": "When I consider selling the" monster "holding shares from the fund, I began to find a company that can replace Hanson.The product has its own price. In the list of stocks I purchased, almost all of them have distinctive characteristics and market positioning companies.Even when the store is declining, the sales of monster energy drinks are still growing rapidly.Instead, it will be a mistake. "" "."

We can no longer share the richer growth returns of monster drinks in the past. So can we learn from the growth of monster drinks?

How to make monster drinks?

1. Conform

Before the rise of energy beverages, the US soft beverage market was basically the world of traditional carbonated beverages, accounting for half of the rivers and mountains, and the remaining half of the other categories were from the 1960s to the 1990s.

However, from around 1980, the US per capita disposable income and the continuous improvement of the level of urbanization. U.S. stocks have also opened a big bull market for decades, and Americans have money.When you have money, you have a lot of personalized needs. It ’s really tired of drinking Cola for so many years. In the late 1990s, carbonated drinks consumption began to top, and the category of soft drinks began to diversify.

It can be said that some market demand is brewing, but I don't know who can hit consumers.

At the same time, the improvement of consumption level has also led to everyone's health awareness. In the late 1990s, American fitness trend moved. From 1987 to 1997, the number of people using treadmills to exercise in the United States increased from more than 4 million to 36 million.The tendency of these people has shifted from carbonated drinks to functional drinks.

Such a background of the times has been found to the rise of monster drinks.Agra Investment

But this is not the case. The leading Red Bull of the energy drink came to help.In 1997, Red Bull began to enter the US market. After several years of market education, Red Bull was quickly accepted and popularized by Americans with caffeine consumption habits.Each brand also follows the trend of energy drinks to educate the market together.

By 2002, when the monster drink was launched, the energy beverage market had educated well, and it began to explode.

2. Accurate positioning

After several years of market cultivation, the new brands should not fight against him. They can only be differentiated, and the differences must be obvious.

In the same year when Red Bull entered the United States, Hanson launched a light carbonated energy beverage product to end with failure.

The company has fully recognized this problem and rethinks.

In the past, the main consumers of energy drinks were tired people. Hanson dismantled the target audience, and finally positioned the target group as the core strategy of the young people aged 18-34.They are young and energetic, daily exercise and fitness, and consumption power are also good. They are also groups with high energy beverages in the United States.

Hanson then designed a new set of brand logo, packaging image and slogan around this group.It completely subverts the brand image of Hanson in the past, but it has realized the logic of the design concept.

The classic energy drink packaging of monster beverages uses a black background and three green paw marks, and is very recognizable.By increasing the visual impact through comparison of clear color matching and jagged signs, it has significantly differentiation with other energy drinks in appearance.

The slogan of "Unleash the Beast" has strengthened the brand image of magic claws, and it also meets the consumer demands of young people's pursuit of personality, vitality, and freedom.

In addition, monster drinks use large packaging and low unit prices. Relatively apparently cost -effective ways of Red Bull, successfully competing with Red Bulls and entering the target group.

And focus on the target youth consumer circle and their hobbies and the title sponsorship of the event, including the limit of young groups such as extreme sports, music festivals, electronic sports, etc., and pushing publicity in the active area of ​​the target group, thereby forming a formation of formation, thereby forming formedAiming at the brand's minds of the target group, a group of loyal fans have been cultivated.

Since then, it has also focused on brand concepts. The product side has been constantly promoted and has strengthened brand cognition.It also reduces the needs of new capacity to squeeze the shelf space and meet the needs of different use scenarios, which also reduces the threat of potential differentiation entrants.

The channel side uses light asset models to use the giant distribution channels to achieve quickly.

In 2003, the best -selling of monster drinks led the company's overall revenue to exceed $ 100 million for the first time, and has since opened a period of nearly 10 years.

In 2008, monster drinks surpassed Red Bull for the first time under the sales diameter of nearly 40%, becoming the first sales volume of energy beverage categories in the United States.

3. Global expansion and continuous growth

After 10 years of high -speed growth, American energy drinks have gradually bought mature periods. With the scale of monster drinks, if you want to continue to grow, you must globalized.

The company began to test water in 2008. First, it sold monster drinks in Western Europe, and then successively entered the Oceania, Central and Eastern Europe and other countries.After 2012, the overseas layout began.

By 2015, monster drinks and Coca -Cola united.Coca -Cola acquired 16.7%of the monster drinks, and the two parties integrated the product portfolio and distribution capabilities through brand replacement and other methods.

At the same time, monster drinks have continued to enter Asia, South America, Africa and other countries and regions with the help of Coca -Cola's global distribution network, basically forming a global market coverage and continuing its own growth space.

Young energy drinks hit the wall in China

Whether a brand will succeed is seen by the rearview mirror, and most of the judgment of the lead is probability.Understanding the development path of successful brand can appropriately assist the winning rate of other brands of investment.

When monster drinks were listed, the company's market value and valuation were not high, which led to subsequent growth and profit, bringing amazing returns.The main gain is still in the previous 10 years of growth. Although the return in the past 10 years is less than 10 times, it is also good.

The success of a brand cannot be around the time and place. A set of combined fists of monster drinks played smoothly in Europe and the United States and even Japan, but they touched the wall in India and India.Agra Wealth Management

According to Euromonitor, the market share of monster beverages in the Indian market slowly increased from 0.4%in 2015 to 0.5%in 2020, and almost fell into stagnation. In the Indian market, it increased from 0.2%in 2017 to 20200.7%, there are no flowers.

From a domestic perspective, on the one hand, young people in India seem to resonate with the "release of wildness" and "maverick" of monster drinks.Freight driver (more than 60%).Jaipur Investment

Therefore, it can be seen that the consumption demand of young people's energy beverages is closely related to the level of economic development.The positioning of monster drinks is not a wave of people in the main energy beverages in China, and the target group has not grown up and has not become the mainstream consumer group.New Delhi Stock Exchange

In summary, it has not yet developed to that stage.India and India's per capita disposable income in 2020 are 32189 yuan and 15,000 rupees, respectively.According to the average exchange rate in 2020, the dollar is equivalent to $ 4,656 and 201, respectively, equivalent to the level of the United States in 1967 and 1931.

The overall acceptance of functional drinks in the United States is high. The stock with the highest increase in the past few years is the challenger Celsius Holdings (Celh) of monster drinks.By focusing on the concept of health, "0 sugar and 0 heat 0 fat", more natural nutrients, can also help lipids.CELSIUS labels the "fat -burning healthy beverage" to make differentiated competition, and in line with the current development trend, it opens a path.In the past two years, it has obtained Pepsi investment and distribution help, and it seems to be copying the development path of monster drinks.

Looking back at the country, the leader of the energy drink is Red Bull, and the second is Dongpeng, but it seems that they are not young.In the future, with the development of the economy, the penetration of sports construction, and the rise of various personalized movements, young people believe that you still have demand for youthful energy drinks.It may be a slow improvement process. For the development stage and the method of entry, it is necessary to repeatedly judge. At least, it is still a leading leader in China.

Coincidentally, the Black Shark of the game mobile phone some time ago actually cross -border participation and a kick.It shows that although monster drinks have not developed well in China, many people are still having this market.