Core Insights - The report highlights the marketing trends in the food and beverage industry on Bilibili, emphasizing the unique opportunities presented by the platform's young and engaged user base [1][7][8] - It identifies key challenges such as K-shaped consumer differentiation, product homogenization, and ineffective traditional marketing, making brand mental construction increasingly critical [1][15][24] - Bilibili's "CORE Mind Power" indicator system is introduced to assist brands in building their identity and achieving resonance with consumers [1][56][61] Industry Trends - The food and beverage industry is experiencing growth opportunities despite facing significant challenges, including a competitive landscape with high product similarity and changing consumer preferences [1][15][20] - The report outlines eight major trends in food and beverage content on Bilibili, including creative cooking, nostalgic experiences, scientific dietary knowledge, and cultural exploration [1][68][75] - The industry is witnessing a shift where consumers are not only seeking immediate satisfaction but also emotional and cultural connections through food [1][8][15] Bilibili's Unique Ecosystem - Bilibili serves as a vital platform for food and beverage brands, leveraging its community-driven content and high user engagement to foster deeper connections with consumers [7][9][31] - The platform's average user age is 25, with 71% of users under 30, making it a prime space for brands targeting younger demographics [65][31] - Bilibili's content ecosystem allows brands to create immersive narratives that resonate emotionally with users, moving beyond traditional advertising methods [7][12][31] Marketing Strategies - Brands are encouraged to adopt differentiated marketing strategies based on their development stage, utilizing Bilibili's unique content formats and community engagement to enhance brand perception [1][8][31] - The report suggests that brands should transition from mere observation to insight, from single-frequency communication to multi-dimensional engagement, and from targeting individuals to focusing on content [1][9][31] - The "CORE Mind Power" framework provides a measurable approach for brands to assess their marketing effectiveness and consumer engagement [56][61][62] Consumer Engagement - The report emphasizes the importance of emotional resonance and community involvement in building brand loyalty among consumers [1][8][9] - Bilibili's interactive features, such as bullet comments and user-generated content, facilitate a participatory culture that enhances brand storytelling [7][12][31] - The evolving consumer landscape indicates a preference for brands that can provide meaningful experiences and knowledge, rather than just functional products [1][15][20]