香飘飘的“健康升级”战略：一场原叶现泡奶茶与奥运冠军孙颖莎的双向奔赴

Core Insights - The company Xiangpiaopiao is launching a "health upgrade" strategy to reshape the beverage industry, particularly in response to the health-conscious consumption trends among Generation Z [1] - The appointment of Olympic champion Sun Yingsha as the brand ambassador aims to enhance brand trust and promote the new health-focused product line [1][4] - The strategy emphasizes the integration of product innovation with a commitment to health, transforming abstract health concepts into tangible consumer experiences [4][8] Product Innovation - Xiangpiaopiao has introduced the "original leaf fresh brew" light milk tea series, utilizing whole tea leaves and advanced processing techniques to address the issue of "milk flavor distortion" in ready-to-drink milk tea [6][7] - The company employs UHT sterilization technology combined with aseptic cold filling to ensure product quality and freshness [6] - The sourcing of tea from high-quality regions, such as Yunnan and Hangzhou, supports the health promise by ensuring high levels of tea polyphenols and overall quality [6][7] Supply Chain and Sustainability - The health upgrade extends beyond products to the entire supply chain, with initiatives to improve tea quality through better communication and collaboration with farmers [7] - Modern production equipment and standardized processes are being implemented to ensure consistent quality and stability of tea products [7] - The company is enhancing its green management practices in manufacturing, including energy monitoring systems and the use of solar power, resulting in significant cost savings and reduced carbon footprint [7] Brand Positioning and Market Impact - The brand's health upgrade is positioned as a response to evolving consumer preferences, aiming to establish Xiangpiaopiao as a leader in promoting a healthy lifestyle [8] - The integration of champion spirit and technological innovation in marketing efforts aims to resonate emotionally with consumers, fostering deeper brand loyalty [4][8] - Xiangpiaopiao's transformation serves as a model for traditional fast-moving consumer goods companies adapting to the new consumption era [8]