2024年6-7月食饮行业市场观察

Investment Rating - The report does not explicitly provide an investment rating for the food and beverage industry Core Insights - The food and beverage industry saw minimal overall changes in brand voice from June to July 2024, with the "alcohol" category performing well on both Xiaohongshu and Douyin platforms [4][6] - High-heat topics in the industry were centered around platform-specific themes, such as Douyin's official tag NewFarmersPlan2024, which attracted user attention [4][11] - There was a notable increase in the number of brand ambassadors in July 2024, with a total of 47 new endorsements, predominantly in the beverage category [21][22] - Sponsorship activities in the food industry were more prevalent in TV series compared to variety shows, with the beverage sector showing a higher number of sponsorships overall [24][26] Brand Voice Overview - The brand voice across Xiaohongshu and Douyin platforms showed little differentiation, primarily featuring offline, well-known, and mass-market brands [14] - The top brands in Xiaohongshu for June and July included Starbucks, Coca-Cola, and Nestlé, while Douyin featured brands like Manner Coffee and Maotai [15][16] Brand Investment Overview - There were significant differences in brand investments between Xiaohongshu and Douyin, with Xiaohongshu focusing on dairy products and beverages, while Douyin emphasized alcoholic beverages [18][20] Sponsorship Overview - The food industry engaged in various sponsorship activities, particularly in popular dramas, with brands like Jinlongyu and Yili participating in high-visibility projects [24][26] Recent Corporate Developments - Miaokelan plans to acquire 100% of Mengniu Cheese for 448 million yuan [32] - Dongfang Zhenxuan reported a GMV exceeding 3.6 billion yuan for its self-operated products in the first half of 2024, marking a 108% year-on-year increase [32] - Nestlé's sales for the first half of 2024 reached 450.5 billion Swiss francs, reflecting a 2.7% decrease compared to the previous year [35]