未来，茯灵记将继续以"传承中医药文化、创新年轻养生产品"为核心，依托山东中医药大学的科研资 源，深入挖掘"仙草系列"的文化内涵与健康价值，通过"非遗工艺+现代科技"的融合，推出更多兼具文 化底蕴与实用价值的创新产品，让中医药养生真正成为年轻群体的生活新风尚。 "非遗技艺不是噱头，而是对品质的极致追求。"茯灵记品牌负责人介绍，此次特别邀请非遗中药炮制技 艺代表性传承人参与工艺指导，确保每一步流程都贴合传统古法的精髓，让产品不仅是一款饮品，更是 中医药文化的"活态载体"。 本次发布会的焦点产品【灵约三生】，其命名与内核深度绑定白娘子与许仙的三生情缘羁绊，"灵"字喻 指白娘子与许仙之间心有灵犀的深情，是无需多言便能互通心意的爱情默契；"约"字既藏着爱情里的承 诺与坚守，也暗合灵芝"滋养安康、守护长久"的产品价值，让这款饮品成为情侣间传递心意、守护彼此 健康的浪漫载体。 面对年轻群体"想养生却怕麻烦""爱口感更重健康"的需求痛点，茯灵记将灵芝系列的价值进一步落地到 场景化体验中：【灵约三生】以"情侣共享"为核心，搭配黄茶与水牛奶，兼顾滋补与浪漫氛围，适配约 会、纪念日等场景；【灵芝阿胶烤奶】满足通勤、加班时的"快速补 ...

在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据解读报告》显示，今年双十一期 间，天猫、京东、抖音、快手等综合电商平台营养保健总销售额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比 翻倍，近100个营养保健细分品类成交额同比增长超100%。 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许多疾病呈现发病年轻化的趋势， 让越来越多年轻人开始重视身体健康。麦肯锡数据显示，我国约42%的千禧一代表示注重健康管理。据《2025年Z世代健康消费 趋势报告》，47%的年轻人"经常购买"健康产品/服务，形成稳定的消费习惯，有近六成Z世代每年花1000元～5000元在健康上。 在年轻群体中，健康消费不再是尝鲜，而是"习惯性支出"。 02 "中式养生"走红，"药食同源"市场火热 伴随着年轻人"养生血脉"的觉醒，"一边作死，一边自救"的"朋克养生法"正悄然走红。消费者不再满足于普通的食品饮料，而是 更青睐既能满足即时口感，又具备健康调理功能的轻养生产品，传统中医药文化的"药食同源"理念正催生一股消费新潮流。 大雪时节，寒意渐浓，正是"冬藏 ...

Core Insights - The Chinese health tea beverage industry is experiencing explosive growth, with the market size reaching 41.16 billion yuan in 2023, a year-on-year increase of 27.3%, and is expected to exceed 100 billion yuan by 2028, reaching 118.95 billion yuan [1][8] - The growth is driven by the revival of traditional Chinese medicine culture, the upgrading of national health demands, and changes in consumer habits [1][2] Industry Development Drivers - Policy support has injected strong momentum into the health tea beverage sector, with the inclusion of nine substances into the "food and medicine homologous" directory by the National Health Commission and the State Administration for Market Regulation [1][21] - The increasing health consciousness among the public has laid a solid foundation for industry growth, with the health product market reaching 328.2 billion yuan in 2023 and expected to exceed 400 billion yuan by 2026 [2][24] Market Characteristics - The industry is characterized by product diversification and a younger consumer demographic, with nearly 50% of consumers preferring health tea beverages [2][10] - The main product categories include bagged tea, solid paste, bottled beverages, powdered drinks, and in-store freshly made tea, with bagged tea being the most favored, accounting for 45.9% of the market [2][19] Consumer Insights - The consumer base for health tea beverages is no longer limited to the elderly, with 37.6% of consumers aged 25-35, and 48.8% of this group indicating an increased willingness to consume in the future [3][14] - Female consumers represent 56.1% of the market, with middle-income earners (monthly income of 5,001-15,000 yuan) being the primary consumer group [3][14] Consumer Preferences - Taste and efficacy are the core concerns for consumers, with 65.2% prioritizing taste when purchasing, followed by consumer reviews (42.6%) and brand recognition (41.7%) [3][10] - The most sought-after health benefits include calming and sleep aid (53.5%) and spleen health (49.7%), with preferences varying by demographic [3][14] Sales Channels - Online platforms have become the primary sales and communication channels for health tea beverages, with 71.2% of consumers purchasing through e-commerce platforms like Taobao and Pinduoduo [3][10] - Short video platforms are significant for information acquisition, with 45.6% of consumers using them for insights [3][10] Future Trends - Product innovation and channel expansion will be key directions for the health tea beverage industry, with consumers showing high interest in increasing vitamin content and organic products [3][10] - Companies need to optimize product formulations through technological upgrades and develop niche products tailored to regional and demographic needs [3][10]

Core Insights - The company "陆藜·开了个方子" is expanding its presence in the health and wellness market by opening new stores in eight cities across China and launching its first overseas store in Kuala Lumpur, Malaysia, by June 2025, marking a significant step in its global health lifestyle strategy [1][5]. Domestic Expansion - The new store openings in China reflect a deep understanding of urban dynamics, with each location tailored to specific consumer needs and lifestyles, such as a "life-extending" base in Qingdao and a "vitality charging station" in Yuyao [3]. - The Chengdu strategy includes two stores that cater to tech workers and shoppers, offering unique herbal drinks and a sensory experience that aligns with local culture and consumer behavior [3]. - Each store emphasizes distinctive product offerings and services, utilizing authentic ingredients and creating atmospheres that resonate with various customer segments, from modern minimalism to cultural heritage [3]. International Market Strategy - The Kuala Lumpur store addresses the local climate and dietary preferences by integrating local flavors with traditional herbal offerings, such as a spicy combination of Luo Shen and pepper pork bone tea [5]. - To celebrate the opening, the company launched promotional activities and social media campaigns to engage local consumers, enhancing brand visibility and connection with the community [5]. Brand Philosophy and Market Positioning - The expansion strategy combines local cultural elements with the brand's herbal core, creating a dual engine of growth that enhances its market presence both domestically and internationally [7]. - The brand aims to redefine global health consumption patterns by integrating Eastern herbal traditions into modern lifestyles, as evidenced by the diverse experiences offered in its stores [7].