TINGYI(HK:00322) Zhong Guo Shi Pin Wang·2025-06-21 04:11Core Viewpoint - The launch of Kang Shifu's first vitamin juice drink "Multi-Dimensional Plan" marks its entry into the vitamin beverage market, aiming to redefine the category by focusing on precise vitamin supplementation [1][18]. Market Overview - The functional beverage market is projected to reach approximately 1,471 billion yuan in 2023, with the nutrient beverage segment accounting for about 197 billion yuan, representing 13.38% of the market, second only to energy drinks [4]. - Despite the presence of well-known brands like "Pulse" and "Power Emperor," the vitamin beverage market remains under-saturated, indicating significant unmet consumer demand [4]. Product Differentiation - "Multi-Dimensional Plan" addresses the issue of generic vitamin supplementation by offering targeted solutions through three SKUs: Multi-Dimensional B, C, and E, each tailored for specific consumer needs and scenarios [7]. - Each SKU provides scientifically balanced solutions, ensuring safety and efficiency while avoiding excessive supplementation [7]. Consumer Trends - Over 65% of adults aged 18-35 are at risk of insufficient dietary vitamin intake, with a growing preference for food-based supplementation over traditional pills [9]. - The product incorporates superfruits and high-recognition fruits to enhance taste, with flavors designed to appeal to younger consumers [9]. Visual Branding - The packaging of "Multi-Dimensional Plan" serves as a strong visual identifier, utilizing bright colors and distinct shapes to convey the product's unique attributes and attract consumer attention [12]. - The design emphasizes the concept of "precise supplementation," making it clear and appealing to potential buyers [12]. Strategic Significance - The launch of "Multi-Dimensional Plan" completes Kang Shifu's health beverage matrix, which has seen the introduction of several health-oriented products this year [16]. - The product opens up a new market space for precise nutrition, reflecting a shift in consumer expectations and industry standards towards creating new categories and driving consumption growth [16]. Conclusion - The introduction of "Multi-Dimensional Plan" represents a significant innovation in the vitamin beverage sector, transforming vitamin supplementation from a passive to an active experience for consumers [18].