安全食报：为什么胖东来、山姆越火，食品品牌却越焦虑？

Core Insights - The essence of the New Year gift boxes is shifting from traditional ceremonial consumption to a focus on intrinsic product value, as consumers demand more than just attractive packaging and compelling stories [2][4] - Brands must provide solid reasons for consumers to choose their products, leading to a competition that emphasizes product innovation and "hard currency" value [6] Product Innovation Trends - The first key transformation is the extreme precision of "functional value," where products must clearly address specific consumer needs, exemplified by Danone's targeted offerings for GLP-1 drug users [6][8] - The second transformation involves AI reconstructing flavor and experience, as seen in Genki Forest's use of AI for over 500 flavor iterations to enhance product appeal [8][10] - The third transformation is the modernization of "food as medicine," with brands like Dong'e Ejiao offering convenient, ready-to-eat products that fit modern lifestyles [10][12] - The fourth transformation focuses on "value traceability" in the supply chain, where brands with superior raw materials and quality control gain competitive advantage, as demonstrated by premium chocolate brands [12][14] Market Dynamics - The traditional marketing strategies are failing, necessitating a return to physical experiences to build consumer trust, as evidenced by the popularity of membership-based supermarkets like PDD and Sam's Club [14][15] - Successful brands are now prioritizing in-person experiences to establish trust and validate their products before mass production [15][16] Consensus Building - Brands are exploring efficient ways to validate their concepts, such as participating in industry exhibitions to gather feedback and insights from professionals [20][22] - The contrasting approaches of brands like Daily Black Chocolate and Zhongke Muzhen highlight the importance of consensus building before product launch, ensuring that products enter the market with validated consumer interest [22][23] Role of Industry Exhibitions - Industry exhibitions serve as critical platforms for brands to verify trends, calibrate value, and establish trust, enabling them to gather concentrated information and insights in a short time [26][28] - These events facilitate deep connections between brands and potential partners, significantly reducing risks associated with cross-border trade and enhancing supply chain capabilities [30]