2024年5月食饮行业市场观察

Industry Overview - The food and beverage industry saw a significant increase in the number of new endorsements in May 2024, with 58 new endorsements, marking an 81% increase compared to the previous month [1][2] - Nescafe and several brands under Yili, such as Jin Dian and Shu Hua Milk, were among the brands that increased their endorsements, indicating a stronger marketing push in the industry [1][2] - The beverage industry also saw a 29% increase in the number of brands sponsoring TV dramas and variety shows, with 23 brands participating in such sponsorships in May 2024 [1][4] - The number of sponsorships for TV dramas and variety shows in the beverage industry grew by 23% in May 2024, with well-known brands like Ganten, Coca-Cola, Nescafe, Sprite, and Mizone participating to enhance brand exposure and consumer engagement [1][6] Brand Endorsements - In May 2024, Nescafe appeared multiple times among the brands with new endorsements, with endorsers like Zhao Zhaoyi, Bai Ke, and Xie Zhenye taking on various roles such as "Dopamine Sharing Officer" and "Sports Ambassador" [3] - Yili's brands, including Jin Dian, Shu Hua Milk, and You Suan Milk, also added endorsers like Wang Sulong, Wu Yanshu, and Liu Xiang, further strengthening their marketing efforts [3] - Other notable endorsements included Wang Jiaer for MAGNUM, Yang Zi for Guo Zi Shu Le, and Wang Yibo for Miaokeland, among others [3] Sponsorship Activities - In May 2024, 23 beverage brands sponsored TV dramas and variety shows, a 29% increase from the previous month, with brands like Mengniu, Ganten, and Coca-Cola using various methods such as post-production packaging and on-site placements to maximize exposure [4][6] - Mengniu's "Sui Bian" brand sponsored the iQIYI-exclusive show "The Rap of China 2024," achieving over 5,000 brand exposures [4] - Coca-Cola, Nescafe, and other major brands sponsored multiple shows, including "Qing Yu Nian Season 2" and "Living Elsewhere," to strengthen their market presence [6] Product Innovations - Lay's launched five region-specific flavors, including Guangxi Luosifen and Shandong Pancake Roll with Scallion, aiming to capture the essence of local cuisines [14] - Siqian Foods introduced microwaveable Italian pasta, offering a quick and convenient meal option with three flavors: Tomato Meat Sauce, Black Pepper Beef, and Curry Beef [14] - Beihai Pasture released a new yogurt series featuring five types of fruits, targeting health-conscious consumers with a low-calorie, sugar-free formula [14] Market Expansion and Investments - Wuzhi Lue, a Chaozhou braised goose brand, secured a 40 million RMB strategic investment from Shengyin Capital to expand its market presence in East China [12] - ACGBOX Manhe, an anime-themed snack supplier, raised tens of millions of RMB in a Series A funding round, showcasing its unique IP and product integration capabilities [12][13] - Meiji opened a new ice cream factory in Shanghai, investing 650 million RMB to double its production capacity and strengthen its presence in the Chinese market [10][11] Marketing Campaigns - Nescafe gained significant attention after a viral video of a Nanjing auntie making coffee with Nescafe instant coffee went viral, leading to a surge in popularity [17] - Heytea collaborated with the popular drama "Qing Yu Nian 2" to launch a limited-edition lychee drink, leveraging the show's popularity to create a unique consumer experience [19] - ALDI introduced over 50 new fresh meat products in its Shanghai stores, marking its largest local product launch to date [16]