国企食品品牌的 “年轻化突围”：从全行业焕新，看中粮屯河番茄的场景破局

Core Insights - State-owned brands in the food industry are transitioning from a traditional, stable image to a more innovative approach that targets younger consumers [2][3][14] - Companies like Bright Dairy and China Resources Wufeng are leveraging their supply chain strengths to create products that resonate with modern family needs and preferences [2][3][14] Group 1: Brand Innovations - Bright Dairy has launched products like "Big White Rabbit Milk Candy Ice Cream" and collaborated with "Honor of Kings" to attract younger consumers through nostalgic and innovative flavors [2] - China Resources Wufeng focuses on ready-to-eat meals that combine traditional flavors with convenience, catering to the needs of young families [2] Group 2: Cross-Industry Collaborations - The collaboration between Moutai and Luckin Coffee to create "Sauce Fragrance Latte" has generated significant interest among young consumers, with over 5.42 million cups sold on the first day [3] - This partnership exemplifies the potential for state-owned brands to innovate and reach younger demographics through creative product offerings [3] Group 3: Market Trends - The trend indicates that state-owned brands are moving from relying solely on scale to innovating in ways that engage new consumer groups [5][14] - Companies like COFCO Tunhe are utilizing their full supply chain capabilities to create engaging consumer experiences, such as street dance competitions and themed events [6][12] Group 4: Consumer Engagement Strategies - COFCO Tunhe's initiatives, such as offering zero-fat, additive-free tomato juice at events, have successfully attracted over 1,000 young participants, enhancing brand visibility and consumer interaction [7][10] - The brand's approach to creating a "micro-drunk carnival" with low-calorie tomato cocktails has also resonated well with consumers, leading to over 1,000 tastings in a single day [9][10] Group 5: Strategic Insights - The combination of supply chain strength and innovative consumer engagement strategies allows state-owned brands to maintain quality while appealing to younger audiences [14][15] - The shift from a focus on scale and history to consumer-centric experiences positions these brands as viable options for younger consumers seeking new choices [15]