Sesame shop is a strategy, and Nongfu Spring is prepared to lose 200 million yuan every year for five consecutive years. Brands are always pursuing control, and the better the brand, the more so.

If you can't directly connect with consumers and directly obtain user and transaction data, the brand will have no sense of security. Whether it is a vending machine or a sesame shop, Nongfu Spring can directly connect with consumers. Therefore, this is the core driving force for FMCG giants including Nongfu Spring to continue to invest heavily to build a "vending machine" system.