养生消费年轻化，阿胶枣、热颈枕何以成冬日新宠？

Core Insights - The rise of the "warm economy" during winter has led to increased consumer demand for health and wellness products, particularly among younger demographics who prefer convenient and innovative options [1][3][17] - Traditional brands like Dong'e Ejiao are adapting to these trends by launching new product lines that appeal to younger consumers, such as instant Ejiao powder and health snacks [2][8] - New brands like Zhenbu'er are leveraging e-commerce platforms like Douyin to introduce unique products, including the "waterless foot soak" heated boots, catering to fragmented wellness routines [4][5][17] Product Innovation - Dong'e Ejiao has diversified its product offerings beyond traditional forms to include Ejiao dates and cakes, responding to the growing health consciousness among consumers [2][8] - Zhenbu'er has introduced innovative products like the Oolong tea-scented heated neck pillow and the "waterless foot soak" boots, which have gained popularity on Douyin [4][5][17] - Both brands are focusing on creating products that are easy to use and suitable for various consumption scenarios, such as at work or during travel [14][17] E-commerce Strategy - Dong'e Ejiao has successfully expanded its online presence, achieving significant sales through its flagship store on Douyin, with over 440,000 orders recorded [7][8] - Zhenbu'er has also seen impressive sales, with a total exceeding 2.6 million orders across its stores on Douyin [7][8] - The content-driven approach of Douyin e-commerce allows brands to engage consumers effectively, with a focus on storytelling and cultural heritage [9][12][17] Market Trends - The shift towards lighter, more convenient health products reflects changing consumer preferences, particularly among younger generations [14][17] - Both Dong'e Ejiao and Zhenbu'er are targeting the 18-24 age group, with a focus on urban youth and small-town consumers [14][17] - The collaboration between brands and Douyin is fostering a "dual growth" model, where both parties benefit from shared insights and innovations [17]