晟麦：从“桶装油”到“瓶装油”的转型 (Sanmark: Transition from “Barreled Oil” to “Bottled Oil” Simplified Chinese version)

2023年3月，中国的晟麦公司（Sanmark）董事长屈铭面临战略抉择。作为桶装营养植物油的全球领导者，晟麦公司服务于40多个国家的700余家客户。当海外市场趋于饱和时，董事长决定聚焦瓶装油销售，将中国市场作为突破海外增长瓶颈的战略方向。屈铭成功实现从企业对企业（B2B）出口向中国企业对消费者（B2C）市场的转型，将重心转向瓶装营养油，使销售额从2019年的200万元人民币跃升至2023年的5000万元人民币。然而，中国营养油消费群体有限，使得营销目标难以达成。为突破该细分市场，公司探索三条路径：是否应将成熟品牌“Blue Uncia”升级为高端健康品牌？是否应转向大众市场食用油领域？抑或通过将生产副产品转化为功能性食品粉，开拓全新细分市场？

In March 2023, Qu Ming, chairman of Sanmark Corp. (Sanmark) in China, faced a strategic dilemma. Sanmark was a global leader in barrelled nutritional plant oils and served over 700 clients across more than 40 countries. But when the overseas market became saturated, the chairman decided to target the Chinese market by focusing on bottled oil sales to overcome growth limitations abroad. Qu successfully transitioned from business-to-business (B2B) exports to the business-to-consumer (B2C) market in China, shifting focus to bottled nutritional oils and growing sales from ¥2 million in 2019 to ¥50 million in 2023. However, the limited consumer base for nutritional oils in China made it difficult to meet marketing goals. The company explored three different paths to breaking through in this niche market: Should Sanmark premiumize its already established brand Blue Uncia as a luxury health brand? Should it instead diversify into mass-market edible oils? Or should it pivot to a new segment by repurposing production by-products into functional food powders?