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赛道同质化如何破局
Zhong Guo Shi Pin Wang· 2025-08-02 05:25
新品如何精准狙击消费心智,高端食饮怎样打造全域增长! 「聚焦6大人群 锁定5大品类增长引擎」食饮人必看峰会干货,新品与"心品"攻略全公开,速来查看! #新与旧的追索 猎奇新味vs寻根味源 #快与慢的共生 即刻满足vs.慢食时光 #应时与饵时的'字论 顺时而食vs.隐食自由 新与旧* 在"追新"与"怀旧"的张力中寻找品牌创新锚点 时间箭头永远向前,但消费选择却呈现奇妙的双向 运动。有人站在味觉前沿,将饮食视为探索未来的 方式,与追新相对的一面是,有人选择怀旧,他们 热衷于用舌尖"集邮"传统记忆。 两者共同的意义是,这是一个文化记忆与创新冲动 激烈碰撞的时代,应洞察到"记忆资产"的商业转化可 能一当一款创新的产品能唤醒集体记忆,它便拥有 了超越产品本身的溢价能力。 快与慢 * 当"吃喝"早已超越果腹的基本需求,成为当代人最日常的 " 身份叙事"。对食饮品牌而言,读懂这些藏在碗碟间的"潜 台词",已不再是加分项,而是生存必修课。 小红书商业团队联合时尚媒体ELLE发布了《食与时, 2025 大食饮行业人群及场景趋势 》,以 " 时间 " 为棱镜, 拆解出三重时间纬度下的六大触"食"点,勾勒出一幅清晰 的当代食饮消费 ...
繁荣背后藏隐忧 代餐市场亟需规范
Zhong Guo Jing Ji Wang· 2025-07-04 00:58
Core Insights - The meal replacement powder has gained popularity on social media, changing dietary habits among young people, but health risks are a concern [1] - The meal replacement market in China reached a scale of 1.75 trillion yuan in 2023 and is expected to exceed 3.5 trillion yuan by 2027 [1] Industry Overview - Meal replacements were initially designed for specific situations where regular meals are not possible, but they are now expanding to the general population, particularly targeting weight loss consumers [1][2] - The business model of the meal replacement industry is characterized by "light assets and heavy marketing," with low entry barriers for new brands [2] Health Concerns - There are significant health risks associated with meal replacements, including potential nutritional deficiencies and digestive issues for the general population if relied upon long-term [1] - Medical professionals recommend that meal replacements should only be used under guidance for specific patients, not as a primary dietary source for the general public [1] Market Regulation - The meal replacement market requires clearer regulations, including national standards for energy values and nutrient ratios [2] - Brands should focus more on research and development rather than marketing gimmicks to ensure nutritional adequacy [2] Consumer Guidance - Consumers are advised to pay attention to the efficacy of meal replacement products and not be misled by attractive advertising [2] - A balanced diet and exercise are emphasized as essential for health, rather than solely relying on meal replacements [2]
轻食代餐受追捧,真能实现减肥梦?专家提醒需谨慎
Yang Shi Wang· 2025-06-20 09:05
Core Viewpoint - The article discusses the effectiveness and safety of meal replacement products and light foods in weight loss, emphasizing that while they can aid in weight management, they are not suitable for everyone and may pose health risks if misused [1][3]. Group 1: Meal Replacement Products - Meal replacements can effectively reduce weight and body fat when used correctly, as they provide a means of energy balance and nutrient supplementation [3]. - Not all individuals can safely use meal replacements; those with pre-existing health conditions may experience adverse effects [3][5]. - Common forms of meal replacements include powders, bars, shakes, and porridge, but some products may achieve weight loss through unhealthy methods that can harm the body [5]. Group 2: Health Risks and Nutritional Balance - Relying solely on meal replacements for weight loss is not scientifically sound; a balanced approach to energy intake and expenditure is crucial [5]. - Long-term use of meal replacements or light foods can lead to deficiencies in essential nutrients, potentially causing health issues such as hair loss and menstrual irregularities [5][7]. - Consumers should be cautious about the quality of light food products, as poor-quality ingredients and unclear nutritional labeling can pose food safety risks [7]. Group 3: Professional Guidance - Professional guidance from nutritionists or dietitians is recommended when incorporating meal replacements into a diet to ensure a balanced nutritional plan [5].