曾经的“果汁界爱马仕”，被盒马做成了“白人中药”的爆款生意

Core Viewpoint - HPP beverages have transitioned from a high-end niche product to a widely accessible consumer item, significantly driven by Hema's marketing strategies and product innovations [3][4][30]. Group 1: HPP Technology and Market Growth - HPP (High Pressure Processing) technology has evolved from being used primarily for jams and meat products to becoming a key method for producing cold-pressed fruit and vegetable juices [2][4]. - The market size for HPP red heart apple juice grew from 0.08 billion to 1.29 billion from 2022 to 2023, indicating a significant increase in consumer demand [4]. - Hema's introduction of HPP beverages has led to a 400% year-on-year increase in sales for red heart apple juice, with record daily sales exceeding one million [8][10]. Group 2: Product Innovation and Consumer Engagement - Hema has expanded its HPP product line to include various juices and functional beverages, such as cold-brew teas and Shot series drinks, catering to health-conscious consumers [10][11][15]. - The successful combination of HPP technology with innovative recipes has resulted in products that maintain nutritional value while appealing to consumer taste preferences [9][26]. - Hema's ability to adapt and innovate based on consumer feedback has established it as a leader in the HPP beverage market, creating a product matrix that meets diverse consumer needs [15][31]. Group 3: Pricing Strategy and Market Accessibility - The price of HPP beverages has decreased significantly, with red heart apple juice dropping from 36.8 yuan to 29.9 yuan between 2022 and 2024, making it more accessible to the general public [17][26]. - Hema's strategy of increasing production scale and optimizing logistics has contributed to lower costs, allowing for competitive pricing in the HPP beverage segment [24][25]. - The reduction in prices and the introduction of new flavors have helped HPP beverages gain traction in the retail market, moving from a luxury item to a common consumer product [26][27]. Group 4: Industry Impact and Future Outlook - The HPP beverage market is projected to grow at a compound annual growth rate of nearly 10% over the next five years, driven by increased consumer awareness and demand for healthy beverages [27]. - The success of HPP beverages has revitalized the juice market, which had been experiencing a decline, by unlocking previously suppressed consumer demand [27][28]. - Hema's innovative approach and supply chain efficiencies have positioned it as a benchmark in the HPP beverage industry, influencing the broader beverage market and encouraging other companies to adopt similar strategies [31][32].