赛道破局：力诚食品以“价值共生”实现年轻化战略进阶

Core Insights - The Chinese snack food industry is undergoing a profound transformation as health consumption evolves from a cyclical trend to a structural one, with Generation Z's influence extending from consumer choices to brand definitions [1] - Licheng Foods' collaboration with the Academy Award in 2025 represents a strategic practice aimed at youth engagement, focusing on "daily supplementation of high-quality marine protein" as a value anchor [1][3] - The partnership has transitioned from mere product promotion to a collaborative proposal for a healthy lifestyle, leveraging product innovation and campus penetration to redefine health rhythms for the youth [3][24] Product Innovation - Licheng Foods has launched the "Licheng Healthy Marine Food" series, addressing the core demands of Generation Z for nutrition and convenience while overcoming traditional health food challenges related to taste and experience [3] - The initiative transforms the competition platform into an open "creative practice space," inviting the youth to explore how quality nutrition can be seamlessly integrated into daily life [3][5] Campus Engagement - The 2025 Campus Tour by Licheng Foods showcases unprecedented systematic depth, creating a dual-layer touchpoint matrix that combines broad outreach with deep engagement in prestigious universities [7][10] - The campaign spans 26 cities and 32 universities, facilitating over 33 campus events and fostering direct dialogue with thousands of students [10] Strategic Partnerships - Licheng Foods has deepened its engagement with top universities like Tsinghua University and Fudan University, integrating real industry challenges into academic settings to enhance brand credibility and strategic insights [12] - The collaboration with students as content creators and cultural translators has resulted in a rich array of authentic, experience-based promotional content [19] Brand Recognition - The culmination of Licheng Foods' youth strategy is marked by recognition at the 32nd China International Advertising Festival, where it was awarded "Most Loved Vitality Brand by College Students" [21] - The strategic product "Licheng Deep Sea Fish Bamboo Roll" was also recognized as a "Youth Favorite" among college students, highlighting the successful alignment of brand values with youth preferences [21] Long-term Vision - Licheng Foods aims to cultivate a long-term relationship with youth by embedding itself in their lives through continuous co-creation and ecological operations, ultimately fostering brand recognition across generations [22][24] - The brand's approach emphasizes genuine collaboration with youth as co-authors of brand meaning, transitioning from a commercial entity to an advocate for healthy lifestyles [24]