TINGYI(HK:00322) Sou Hu Wang·2025-12-16 10:28Core Viewpoint - The "2025 China Beverage Industry Association-Kangshifu Cup" college student beverage innovation competition serves as a platform for deep collaboration between Kangshifu and young people, reflecting the company's commitment to empowering the younger generation and aligning with their growth aspirations [1][3][8]. Group 1: Event Overview - The competition was officially launched on June 23, 2025, at Tianjin University of Science and Technology and concluded with the final round on December 11, 2025, focusing on the theme "Intelligent Innovation for a New Beverage Ecosystem" [5]. - The event targets three major trends in the beverage industry: green supply chain, health upgrades, and digital integration, bringing together multidisciplinary youth from the Beijing-Tianjin-Hebei region [5][6]. - The competition has evolved since its inception in 2013, now featuring a comprehensive innovation model that includes research, design, and marketing, thus enhancing the connection between young innovators and industry practices [8]. Group 2: Brand Engagement with Youth - Kangshifu emphasizes not just understanding but also empowering young people, creating a collaborative environment that allows their innovative ideas to flourish [3][6]. - The brand captures the emotional landscape of the younger generation, aligning its marketing strategies with their lifestyle and aspirations, as seen in campaigns like the "Painful Taste, Irreplaceable" for its iced tea products [9][15]. - The company has successfully integrated its products into popular culture, leveraging collaborations with media and events to resonate with the youth demographic [15][17]. Group 3: Product Innovation and Market Strategy - Kangshifu is advancing its product offerings by focusing on health and sustainability, introducing items like "Jasmine Longjing" and "Fresh Green Tea" that cater to the health-conscious consumer [19][21]. - The brand is also enhancing its premium product line, such as the "Tea Inheritor" series, which combines high-quality ingredients with sustainable practices, appealing to the younger generation's desire for responsible consumption [21][23]. - The company has implemented sustainable practices in its production and packaging processes, such as using lightweight bottles and automated factories, which align with the environmental values of young consumers [23][24]. Group 4: Future Outlook - Kangshifu's ongoing commitment to understanding and meeting the evolving needs of young consumers positions it as a leading brand in the beverage industry, capable of defining future trends [24].