滋补行业就是一个典型。从行业形态上来说，滋补类目的发展长期稳定、用户基础清晰、消费动机明确，是一个相对成熟的赛道。但问题在于，当几乎所有 品牌都在围绕"成分、配方、功效周期"反复加码时，其和消费者的沟通效率却在持续下降。 尤其是在年轻人成为绝对主流后，这一现象愈发明显。针对此，天猫健康给出了一个与行业主流路径不同的判断。天猫健康营销负责人姜夏对36氪表示，滋 补品牌的难点从来不只是信不信，而是愿不愿意开始，"当滋补被包装成一套严肃、专业、需要长期坚持的任务时，年轻人天然会后退一步。" 于是，天猫健康没有选择继续在功能上加码，而是反过来，把沟通起点放在情绪上——先让用户感到被理解，再谈补什么、怎么补。 再古老的类目，也能有活水的激荡。 这也构成了天猫健康在滋补赛道跑出的新路径：以情绪价值作为破局点，重写滋补的进入方式。 01. 年轻人并不拒绝滋补，他们拒绝的是"脱离生活的养生叙事" 一个容易被误判的事实是：年轻人并不拒绝滋补。 真正的问题，出在表达侧。滋补长期以来被放置在一种"脱离生活的叙事空间"里：专业、严肃、需要长期坚持，但同样也意味着自我约束。 年轻人真正抗拒的，是一种与现实生活脱节的养生叙事。对Z世代来 ...

Core Viewpoint - The article highlights the transformation of bird's nest from a high-priced delicacy to an accessible daily health supplement, exemplified by the company Xiaoxian Stewed, which has innovatively expanded its market presence through fresh stewed bird's nest and diversified consumer engagement strategies [1][6]. Company Overview - Xiaoxian Stewed has revolutionized the bird's nest market since its inception in 2014 by introducing fresh stewed bird's nest, which is prepared upon order and delivered weekly, ensuring freshness and nutritional retention [6][7]. - The company has established a unique supply chain by signing exclusive contracts with specialized bird's nest suppliers, ensuring high-quality raw materials and implementing a traceable sourcing system [7][8]. Market Positioning - Xiaoxian Stewed targets health-conscious consumers, particularly urban professionals aged 25-45, who prioritize quality and convenience in their health supplements [14][15]. - The company has expanded its retail footprint with 27 stores across 16 cities, including high-end shopping centers, to enhance consumer experience and brand visibility [8][9]. Innovation and Consumer Engagement - The company has adopted a C2M (Customer to Manufacturer) model, allowing direct consumer orders to the factory, which enhances production efficiency and product freshness [16][17]. - Xiaoxian Stewed has integrated online and offline sales channels, utilizing live streaming and experiential retail to educate consumers about the benefits of bird's nest and foster brand loyalty [15][16]. Industry Trends - The bird's nest industry is undergoing a transformation towards high-quality development, with an emphasis on standardization, research, and brand differentiation to meet diverse consumer needs [18]. - Health-conscious gifting trends are rising, with 87% of consumers considering health attributes when purchasing gifts, prompting Xiaoxian Stewed to launch special gift boxes for festive occasions [18].