"Detailed Talk: Wu Jun" Author: Li Xiang Publisher: Xinxing Publishing House

● During the Tmall Double 11 event in 2019, the sales of domestic boutique coffee brand Santonban surpassed Nestle, becoming the number one in the coffee category. Since then, Santonban has maintained this momentum and has become one of the star companies in the new consumer goods field.

It looks like a consumer brand that grew entirely from the Internet. From products to marketing to sales, all are expressed through new social networks and social media such as Weibo, WeChat and Xiaohongshu.

The practicality, fun and good-looking nature of its products, coupled with the room for interpretation in its model, make Santonban one of the consumer product companies that is often seen and discussed.

At the same time, it also represents a new way of doing business: restraint, quality, and innovation rather than imitation.

Through this book, you will see: how a person who has his own understanding of life can get out of confusion by doing things, the growth path of a startup company, the methodology of a consumer product manager, how a CEO can lead the company to the next stage through continuous learning, and how a new consumer brand understands the brand, users and content.

● "Detailed Discussion": A history of value creation based on people/dialogue with outstanding fellow travelers of our time

The "Detailed Talk" series is a long-term knowledge project. The author Li Xiang will try to find outstanding business practitioners and value creators of this era, and ask them to share their practical experience, methods of doing things, and the frustrations and gains they have experienced. This series of books is dedicated to you who always remain open and curious.

Li Xiang (Author)

A senior media person, editor-in-chief of Dedao App, host of a series of courses such as "Li Xiang Business Insider", "Li Xiang Knowledge Insider" and "Road to Super Wealth". He was the chief writer of "Economic Observer", deputy editor-in-chief of "Bloomberg Businessweek" Chinese version, publisher of "Caijing Tianxia" and editor-in-chief of "Esquire". He is the author of the book "Trend".

Wu Jun (interviewee)

Founder of Sandunban.