碧澜泉语入局：以“新中式滋养”重塑都市人的日常仪式感

Core Insights - The article discusses the emergence of a new brand, "Bilanquanyuy," which focuses on cultural roots and emotional resonance in the health supplement industry, reflecting a shift from traditional nutritional needs to emotional well-being [1][4][5] Industry Shift - The competitive landscape of the health supplement industry is transitioning from a "component competition" model to one centered on "emotional nourishment," driven by consumers' desire for emotional value and cultural identity [4][5] - New generation consumers, particularly urban dwellers, are increasingly influenced by emotional value and cultural recognition in their purchasing decisions, moving away from paying a premium for brand names [4][5] Brand Narrative - Bilanquanyuy adopts a dual narrative approach of "cultural tracing" and "emotional healing," aiming to creatively express Eastern wellness philosophies through its products [5][6] - The brand positions itself as a cultural translator, transforming traditional cultural symbols into modern expressions, such as the "Yangzhi Ganlu Flower Gel," which combines local culinary heritage with health benefits [5][6] Product Development - The brand's product development focuses on addressing typical emotional pain points of urban consumers, offering functional drinks like "Lingzhi Ginseng Peptide Drink" and "Collagen Tripeptide Drink" that provide both physiological benefits and emotional comfort [6][8] - Bilanquanyuy emphasizes creating a multi-dimensional experience that integrates sensory and emotional values, making health supplements a seamless part of daily life [8][9] Brand Experience - The brand aims for "lightweight" and "contextual" product forms, such as ready-to-eat flower gel and portable peptide drinks, to lower the barriers to health supplementation [9] - Aesthetic expression is rooted in "Eastern new aesthetics," with packaging designed to evoke tranquility and healing, transforming it into a silent declaration of the brand's philosophy [9] Communication Strategy - Bilanquanyuy promotes "authentic dialogue" through social media and content platforms, sharing stories about ingredient sourcing and modern interpretations of traditional recipes, encouraging user-generated content [9][12] - The brand seeks to build trust through genuine interactions, enhancing its narrative in consumers' real lives [9][12] Future Outlook - The brand is committed to a long-term strategy focused on consistent narrative output and product experience, aiming to establish itself as a "modern Eastern emotional nourishment brand" [12][13] - Bilanquanyuy's approach represents a shift from a focus on traffic competition to building a strong mental association with its brand, emphasizing a deeper connection between contemporary consumers and ancient Eastern wisdom [12][13]