躲在工位里的脆皮年轻人，捧出新蓝海

Core Insights - The rise of "Chinese health water" has been significantly influenced by the younger generation's pursuit of health, leading to a booming market with various brands entering the space [2][11][12] Market Overview - The market size of Chinese health water grew from 0.1 billion in 2018 to 4.5 billion in 2023, representing a year-on-year growth of over 350% [4] - Predictions indicate that the market size will exceed 10 billion by 2028, highlighting its potential as a blue ocean market [4] - The broader category of "plant-based beverages" saw a year-on-year growth of 37.64% in Q3 2024, outperforming other beverage categories [4] Brand Strategies - Major brands like 元气森林 and 盒马 are actively entering the Chinese health water market, with 盒马 collaborating with traditional Chinese medicine brands to leverage the "food and medicine homology" theory [4][5] - 盒马's pricing strategy for its health water products is set between 4.9 and 5.9 yuan, aiming to lower consumer barriers and enhance repurchase intentions [7] Consumer Trends - The demand for health-oriented beverages is shifting from low-sugar options to products that offer positive health benefits, with 65.5% of consumers indicating that specific health effects influence their purchasing decisions [10][11] - The target demographic for these beverages is primarily young consumers aged 22-40, with a significant portion belonging to the middle-income group [8] Competitive Landscape - The success of Chinese health water is attributed to its differentiation from traditional health drinks, focusing on efficacy and ingredient quality [11] - As the category matures, it is expected to compete for the title of "top health beverage" in convenience stores, potentially overtaking existing categories like ready-to-drink tea and sugar-free beverages [12]