深耕“产品力+年轻化”，大窑饮品重塑增长逻辑

Core Insights - The article discusses how Da Yao Beverage is undergoing a transformation to appeal to younger consumers while maintaining its traditional strengths, aiming for a "reverse growth" strategy [1] Group 1: Sales Performance and Market Position - From January to May 2025, Da Yao's offline retail sales grew by 4.35% year-on-year, ranking third in the carbonated beverage category, following Coca-Cola and Pepsi, with a growth rate increase of 11.15% [2] - 2025 marks a significant year of transformation for Da Yao Beverage, which has been in operation since 1983, as it rapidly develops and rejuvenates its brand image [2] Group 2: Product Strategy - Da Yao Beverage is focusing on product innovation, brand building, and channel expansion, with a strategic emphasis on the "1+2+N" product matrix, which includes carbonated drinks as the core, and aims to expand into juice and plant protein categories [3][4] - The "1" in the strategy solidifies the carbonated beverage base, with products like "Probiotic Juice Soda" that combines taste with health benefits, appealing to modern consumer demands [4][5] - The "2" refers to the expansion into juice and plant protein, with offerings like "Yao Guo Li" juice series and "Yi Yang Shuo" plant protein drinks, catering to health-conscious consumers [6][7] Group 3: Marketing and Brand Engagement - Da Yao Beverage is building a connection with younger consumers through innovative marketing strategies, including AI-generated videos and relatable social media content that resonate with their lifestyle [10][11] - The brand is engaging with specific interest groups through immersive experiences at events, transforming its products into part of cultural and social interactions [11][12] Group 4: Distribution and Supply Chain - Da Yao has established seven intelligent production bases across various regions, enhancing logistics efficiency and enabling rapid product distribution to meet market demands [13] - The company has built a robust network of over a thousand distributors across 31 provinces, facilitating product reach and market penetration [14][15] Group 5: Systematic Approach to Brand Modernization - The brand's strategy emphasizes a systematic upgrade rather than a superficial rebranding, integrating product development, marketing, and distribution to create a cohesive approach to youth engagement [15][16]