奶皮子糖葫芦缘何“破圈”

Core Insights - The rapid rise of the milk skin candied hawthorn reflects a successful "breakthrough" in the market, driven by product innovation, consumer upgrade, and effective social media marketing [1][2]. Product Innovation - The milk skin candied hawthorn combines traditional candied hawthorn with innovative milk skin, breaking the monotony of traditional flavors and appealing to the adventurous tastes of younger consumers [1][2]. - The product has evolved from basic offerings to high-end varieties, such as grape and yogurt-filled options, catering to both mass and mid-to-high-end markets, thus enhancing its value proposition from a street snack to a scene-based delicacy [2]. Social Media Impact - The product's visual appeal and shareability on social media platforms have significantly contributed to its popularity, with the hashtag "milk skin candied hawthorn" achieving over 1.08 billion views on Douyin [2]. - The viral marketing strategy, characterized by a chain of influencer promotion and consumer sharing, has amplified the product's reach and established it as a trendy item in the market [2]. Market Potential - The success of the milk skin candied hawthorn underscores the growth potential in the consumer sector, highlighting the importance of cultural relevance, consumer insight, and efficient product innovation in creating popular items [3].