创新消费力 | 元气森林：“养生”也可以俘获年轻人

Core Insights - The core competition in beverage innovation is not merely about taste or functional segmentation, but about returning to the product itself and ensuring quality [1][13] - The market for traditional Chinese health drinks, particularly the "Good Zizai" series, has seen significant growth, with market size increasing from 0.1 billion in 2018 to 4.5 billion in 2023 [1][2] - The rise of health-conscious consumers has led to a decline in sugary drinks, with the no-sugar beverage market experiencing rapid growth [2][3] Company Overview - Yuanqi Forest's "Good Zizai" series has quickly gained popularity, selling out within five days of its launch on Tmall and achieving top rankings on major e-commerce platforms [2][12] - The company emphasizes the importance of product quality and consumer feedback, aiming to create products that resonate with traditional tastes while meeting modern health demands [3][11] - The brand has established a red bean planting base in Heilongjiang to ensure the quality of its raw materials, reflecting a commitment to product integrity [10] Market Dynamics - The market for Chinese health drinks is becoming increasingly competitive, with a significant number of brands entering the space, leading to issues of homogenization and price wars [7][8] - The average price of mainstream health drinks has dropped significantly, with some brands offering promotions that reduce prices to as low as 2.9 yuan per bottle [8] - The market structure is evolving, with a bifurcation between low-sugar basic products and high-margin functional products, indicating a shift in consumer preferences [7][9] Consumer Trends - The target demographic for "Good Zizai" includes a substantial portion of young consumers, with those aged 18-36 making up nearly 70% of the market [6][8] - High repurchase rates indicate a strong demand for health drinks, with "Good Zizai" achieving a market share of 58.6% in 2024 [8][12] - The trend towards health-conscious consumption reflects a broader shift in consumer behavior, moving from novelty to daily necessity [12][13]