总有一些"天作之合"能瞬间点燃消费者的味蕾与热情。 近日，乐事隆重推出限定产品——乐事亨氏番茄酱味薯片和薯条。这不仅是口味创新，更是乐事与亨氏的"双向奔赴"。 想象一下，当消费者看到这款联名产品，脑海中自然会浮现出"土豆配番茄"的经典搭配味道。那种根植于日常的味觉记忆，瞬间被唤醒和激 活。而乐事所做的，正是将这一餐桌默契，封装进一包即食的薯片里。 更值得关注的是，本次联名不止于产品，更融入了年轻化的沟通语言，以"碰在一起好上头"为核心主张，精准捕捉年轻人的兴趣点。 那么，乐事究竟是如何通过这次"天生一对"的联名，进一步强化品牌差异性的？又是如何持续打造出令消费者忍不住直呼"上头"的爆款体验？ 这场零食界的"王炸"组合，究竟做对了什么？ 番茄口味，谁不爱？ 番茄口味，堪称零食界的"人气王"。那种微酸带甜、鲜爽开胃的独特风味，使其拥有极广的受众基础和食材兼容性。新零售ecdataway数据显 示，市场上番茄风味食品饮料新品数量增长了37%，印证了其强劲的市场吸引力。而从产业端来看，中国番茄加工产值每年以10%-15%的速度 增长——可以看出中国消费者对于番茄味食品有巨大的"胃口"。 正是洞察到这一趋势，乐事选择携 ...

Core Insights - The Chinese fried chicken market is projected to grow from 260 billion yuan in 2020 to 470 billion yuan by 2024, with an annual compound growth rate of 16% [1] - Over 60% of fried chicken franchise brands are experiencing a decline in sales due to a lack of flavor innovation, with 72.3% of consumers indicating that the absence of new flavors is a primary reason for reduced repurchase [1][3] - The demand for unique flavors among the 25-35 age group is increasing, with 68.7% actively searching for new taste experiences, and the popularity of cross-flavor combinations is rising significantly [3] Market Trends - The rise of health consciousness is reshaping the market, with low-fat fried chicken orders increasing by 312% year-on-year in 2024, and air-fried options commanding a 22.6% higher average transaction value compared to traditional frying methods [3] - Regional flavor adaptations have shown a 35% increase in repurchase rates, indicating that localized flavor innovation is crucial for market success [3] Technological Advancements - Breakthroughs in food engineering, such as high-pressure pulse marination, have improved chicken tenderness by 40% and reduced marination time from 12 hours to 2 hours [5] - The introduction of vacuum tumbling equipment has increased sauce absorption rates from 60% to 92%, enhancing flavor penetration [5] - Smart frying systems have extended the crispiness of fried chicken for up to 45 minutes, and ultra-low temperature preservation allows for a 92.3% retention of juiciness after 30 days of storage [5] Quality Control and Brand Strategy - A three-tier quality control system implemented by a local chain ensures rigorous testing and consistency, allowing for rapid nationwide product launches [7] - Brands that introduce over 10 new flavors annually have a franchise renewal rate of 85%, significantly higher than the industry average, and a shorter customer repurchase cycle [7] - Strong innovation capabilities attract high-quality franchisees, with a new brand signing 73% of franchisees with prior industry experience, compared to the industry average of 50% [7] Competitive Landscape - The fried chicken industry is entering a phase of refined competition, where brands that can balance unique flavor offerings with health considerations and possess the ability to industrialize culinary innovations are setting new industry standards [8] - Research and development investment among leading brands has increased from 3% in 2020 to 8% in 2024, indicating a shift towards systematic flavor innovation supported by data and technology [8] - For franchisees, partnering with brands that have ongoing R&D capabilities is essential for mitigating homogenization risks and capturing a larger share of the expanding market [8]