Core Insights - The investigation team from Benlai Life visited Tibet to explore the origin of Qizheng barley, discussing future collaboration on product development and consumer scenarios with Qizheng Group and Jianjianjian Health Technology [2][3] - The rising trend of health consumption has made diverse barley products a market focus, with barley recognized for its high nutritional value, including high protein, dietary fiber, and vitamins, while being low in fat and sugar [2] - Qizheng Barley, established in 2007, is an integrated enterprise focusing on barley cultivation, research, processing, and marketing, with a production capacity of processing 90,000 tons of barley annually [3] Company and Industry Summary - The investigation included visits to key sites such as the Linzhou barley planting base, Qizheng Barley factory, flagship store, and barley museum, highlighting the importance of standardized planting and processing techniques [2] - The Linzhou barley planting base is a significant commodity grain production area in Tibet, utilizing sustainable practices to ensure high-quality barley [2] - Since the strategic partnership in 2024, Benlai Life, Qizheng Barley, and Jianjianjian Health Technology have successfully launched popular products like low-sugar barley rice dumplings and barley mooncakes, emphasizing health attributes [3] - Benlai Life aims to leverage its market insights and supply chain integration to enhance the development of diverse barley products, driving high-quality growth in the barley industry [3]

Core Insights - The core viewpoint of the article highlights the significant growth of Beijing Benlai Workshop Technology Co., Ltd. ("Benlai Life") in the corporate welfare procurement sector, with a year-on-year increase of over 10% during the 2025 Dragon Boat Festival sales season, indicating a strong consumer demand and competitive advantage in the market [1] Group 1: Market Trends - The most notable characteristic of corporate welfare procurement in 2025 is the emphasis on "health attributes," driven by both policy and demand [1] - There is an explosive demand for health-oriented products, with companies increasingly prioritizing the nutritional value of ingredients, such as low-GI and functional foods, in their procurement choices [1][2] - The focus on product quality and employee experience is becoming more pronounced, with companies demanding higher standards in raw material selection and production processes [2] Group 2: Consumer Preferences - The trend of scenario-based welfare design is emerging, as companies pay more attention to emotional care and the diverse needs of employees in different contexts [2] - Benlai Life has introduced various gift boxes tailored to different age groups and regional preferences, such as outdoor camping boxes and differentiated flavor gift boxes for different regions [2] Group 3: Procurement Decision Factors - Brand recognition and comprehensive service levels are critical factors in corporate procurement decisions, with longer decision cycles posing challenges for many companies [3] - Benlai Life addresses these challenges by proactively identifying customer needs and providing tailored solutions, enhancing the overall procurement experience for corporate clients [3]

Core Insights - The 2025 Dragon Boat Festival sales season saw a year-on-year growth of over 10% for Benlai Life, indicating its competitive advantage in consumer services despite a challenging market environment [1] - The dual drivers of policy and demand have led to a significant focus on "health attributes" in corporate welfare procurement for the 2025 Dragon Boat Festival [1][2] - Key elements in the 2025 procurement include "quality" and "employee experience," reflecting a new stage of value upgrade in corporate welfare [1] Group 1: Health and Quality Focus - There is a clear health-oriented trend in corporate procurement, with companies increasingly prioritizing the health attributes of products [2] - Benlai Life's low-sugar barley zongzi has gained popularity due to its high dietary fiber content, addressing the high-calorie issue of traditional zongzi [2] - Companies are demanding higher product quality, with strict controls over raw materials and production processes [2] Group 2: Emotional Care and Diverse Needs - Companies are placing greater emphasis on emotional care and addressing diverse employee needs through scenario-based welfare design [3] - There is a growing trend of offering different gift boxes tailored to various age groups and regional preferences, such as outdoor camping boxes for Gen Z [3] - Benlai Life has launched three differentiated flavor gift boxes for the 2025 Dragon Boat Festival, catering to regional tastes [3] Group 3: Procurement Decision Factors - Brand recognition and comprehensive service levels of suppliers are critical factors in corporate procurement decisions [4] - The demand for online procurement platforms is increasing, with significant sales growth in B-end welfare malls for the 2025 Dragon Boat Festival [4] - The overall trends in corporate consumption for the 2025 Dragon Boat Festival include health, quality, personalization, scenario-based offerings, and refined services [4]