The largest and the biggest tenbagger

Source:

Chart: The Largest Companies by Market Cap Over 15 Years

过去15年,全球赚钱机器排行榜:谷歌没进前十!

Google (Alphabet) IPO: 12 Years Later

10年117倍,美国功能饮料Monster的启示

 

 

largest-companies-by-market-cap-chart

ENERGY DOWNTURN, TECH UPTURN

Crude Oil Pricesスクリーンショット 2016-08-31 22.08.44.png

SCALE IS IN STYLE

– To reach more people, Walmart had to build more stores, expand complex supply chains, and hire new employees, which takes a lot of capital and manpower, and the stakes are high for each new expansion.

+ Amazon on the other hand, can bring in more revenues with less of the work or risk involved. Scale allows tech companies to get bigger without getting bogged down by many of the problems that companies with millions of employees can run into.

(I guess here it means that in a technological world, a big firm will not produce large management cost, supervision cost or even institutional inertia like traditional business giants do)

The world’s best tech companies are also able to gain competitive advantages that are extremely difficult to supplant.

(I might agree that engineers and computer science competency are their core competitive advantages, if not the cheap money and high valuation)

Google-vs-SP-500Best-Stocks-since-GOOG-IPOWorst-Stocks-since-GOOG-IPO-1

スクリーンショット 2016-08-31 23.17.54.png

成立于2002年的Monster Beverage是美国第二大功能性饮料生产商,仅次于红牛。

创始人南非商人Rodney Sacks。一个在欧洲做过多年律师的南非人。他移民美国后,一直在寻找好的投资机会。1992年和朋友用1460万美元收购了Monster Beverage的前身汉森公司。当时的汉森以生产天然苏打水和果味饮料,只有12名员工,年销售额有1700万美元。在欧洲的经历,让Sacks发现功能性饮料已经迅速崛起了,而此时的美国依然以可口可乐这种碳酸饮料为主。但人们开始关注一些新的饮料类型。

美国功能性饮料的风口

2009到2014年,全美功能性饮料销量增长了50%。
Monster Beverage定位18到30岁的年轻人,这些人是最大的美国功能性饮料消费者。

和红牛错位竞争

  1. 品牌定位更强悍
  2. 安呢基是红牛的五倍
  3. 性价比也更高
  4. 宣传渠道上,更加精准。
    红牛以大规模电视广告为后台,而Monster Beverage从极限运动入手,切中更细分的目标用户。

(Red Bull commanding approximately 42% of market share and Monster at around a 39% market share.)

护城河

从定价权看,Monster Beverage的净利率能够做到15%。可口可乐和百事可乐的净利率才12%左右,康师傅方便面净利率只有3%。定价权背后是产品的品牌,消费者认可度,护城河。

(数字有问题,coca cola的净利率并不低,最近几年MNST的收入成长也并不算快,虽然盈利性有提高。关键应该还是行业的增长,以及竞争不大。前有可乐后有功能性饮料,为何饮料的护城河如此之强,值得再研究下)

スクリーンショット 2016-08-31 23.42.48スクリーンショット 2016-08-31 23.37.20

 

How to Create a Millennials Positioning Strategy for a New Energy Drink Brand

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