Core Insights - The beverage industry is experiencing intensified homogenization, with a shift towards health-oriented products targeting the younger demographic's "light health" needs, moving from mere taste to a focus on health-centric ingredients like vegetables and fruits [1][3] - Yihotang is strategically positioning itself in this trend with its "Super Plant Pro" initiative, launching new products like the carrot series in June after the successful rose vinegar series in May, and collaborating with the popular game IP "Carrot Defense" for a summer campaign [1][4][19] Industry Trends - The rise of "vegetable suitable circles" is evident as superfoods like kale and beetroot transition from the light food sector to the beverage scene, with competitors like Heytea and Shanghai Auntie also entering the functional beverage market [3][4] - The health wave is prompting brands to innovate with functional drinks, as seen with Yihotang's carrot-based products that emphasize low calories and high vitamin content [5][6] Product Development - Yihotang's new carrot series focuses on "natural fruits and vegetables, supplementing vitality VC," using a blend of carrot, orange, apple, and pear to achieve a balance of health and taste [5][6] - The carrot juice products feature unique flavor combinations, such as "Carrot Orange" and "Carrot Mango Coconut," enhancing the health experience by extending it to light food offerings [6] Marketing Strategy - The collaboration with "Carrot Defense" targets Gen Z's health anxieties and emotional needs, creating a campaign that resonates with their lifestyle challenges [11][17] - The promotional activities include interactive elements like limited-time offers and social media engagement, enhancing consumer participation and brand interaction [13][16] Strategic Positioning - Yihotang's strategic focus on health beverages has proven effective, with previous collaborations leading to significant market engagement and sales, such as over 780,000 cups sold from the rose series [17][19] - The brand's approach of "exploding single products to dominate categories" is evident in its expansion of the "Super Plant Pro" series, aiming to set new standards in healthy beverages this summer [19][20]