碧澜泉语：在“成分内卷”之外，开辟滋养品的“心智蓝海”

Core Insights - The article discusses the emergence of a new brand, "Bilanquanyuyu," which aims to differentiate itself in the competitive collagen and functional food market by focusing on the deeper reasons consumers pay for nourishing products rather than engaging in ingredient-based competition [1][2]. Market Context - The Chinese nourishing and functional food market is experiencing rapid growth but is also facing significant "involution," characterized by increasing product homogeneity and competition based on raw materials, concentration, and price [1][2]. - Consumers, particularly younger generations and high-net-worth individuals, are shifting their focus from basic functional needs to a desire for comprehensive experiences, valuing emotional connections, aesthetic design, and lifestyle integration over mere ingredient stories [2][4]. Strategic Approach - "Bilanquanyuyu" adopts a strategy that transitions from a "functional shelf" to a "mental shelf," aiming to occupy a unique category perception in consumers' minds [4][8]. - The brand emphasizes precise "demand scenario" definitions, linking products to specific life moments, such as stress relief or post-work recovery, making abstract benefits tangible and relatable to daily life [4][5]. Cultural and Emotional Value - The brand seeks to build a strong "cultural emotional" asset, with its name and overall aesthetic reflecting tranquility and a connection to nature, creating a soothing and healing atmosphere [5][6]. - Products are designed as "value carriers," with each item embodying the brand's philosophy and mental positioning, such as the innovative combination of traditional desserts with nourishing ingredients [6][8]. Product Innovation - The product line includes unique offerings like "Yangzhi Ganlu Flower Glue," which merges traditional nourishment with the concept of a casual dessert, lowering consumer barriers to trial and enhancing social sharing [6][8]. - Functional products like "Lingzhi Ginseng Peptide Drink" and "Collagen Tripeptide Drink" focus on integrated solutions, providing immediate and complete experiences without requiring consumers to delve into complex ingredient details [6][9]. Brand Development Challenges and Opportunities - The brand faces the challenge of maintaining a consistent "elegant, healing, and cultural" tone across all consumer touchpoints, as any deviation could blur consumer perception [8][9]. - Successfully establishing a unique "mind nourishment" positioning could create a strong brand moat, as competitors may replicate product forms but struggle to duplicate the cultural depth and emotional connections built by the brand [8][9].