2024年8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 shows significant differences in brand voice and marketing actions across platforms like Douyin and Xiaohongshu, with snack foods and alcoholic beverages remaining evergreen categories [3][5] - In August 2024, the industry saw a total of 22 new brand ambassadors, indicating a decline from July, with a diverse range of brands expanding into endorsement marketing [13] - Sponsorship activities in the food industry are balanced between variety shows and dramas, with a notable focus on deep collaborations [15][17] Summary by Sections Industry Overview - In August 2024, the food and beverage industry displayed considerable differences in category voice on Douyin and Xiaohongshu, with snack foods being more discussed on Xiaohongshu [5] - New topics are emerging, indicating a trend towards increased discussion around food and beverage topics [5] Brand Performance - The brand voice and marketing actions in the food and beverage industry vary significantly, with beverage brands dominating the discussions on both platforms [10] - The top brands in terms of voice on Xiaohongshu include Sprite and Starbucks, while Douyin features Luckin Coffee and Moutai [11] Marketing and Sponsorship - The food industry sponsors a balanced mix of variety shows and dramas, with brands like Haitan and Quduo collaborating with Tencent's variety shows [15] - The beverage industry has a higher number of sponsorship activities compared to the food sector, primarily focusing on drama sponsorships [17] New Endorsements - The food and beverage industry added 22 new brand ambassadors in August 2024, with a focus on aligning celebrity identities with brand values [13][14] Financial Performance - 康师傅 reported a revenue of 41.201 billion yuan for the first half of 2024, with a net profit of 1.885 billion yuan, reflecting a 0.7% year-on-year increase in revenue and a 15.1% increase in net profit [24] - 瑞幸咖啡 plans to expand significantly into Southeast Asia and the United States by the end of 2024 [21] Product Innovations - Coca-Cola and Oreo are launching limited edition products, including Oreo-flavored soda and Oreo cookies [27] - 安慕希 introduced a new raspberry-flavored yogurt with zero sugar, targeting the growing demand for low-sugar products [30]