Core Insights - The article discusses a creative initiative led by Bright Dairy, targeting Generation Z to rejuvenate the brand through innovative ideas and collaboration [2][5]. Group 1: Brand Rejuvenation - Bright Dairy is engaging with young creators to redefine its brand identity, moving beyond being a mere childhood memory to becoming a lifestyle proposal for young people [3][4]. - The initiative has received over 300 creative submissions, indicating strong interest and participation from the youth [2]. Group 2: Creative Collaboration - Participants are encouraged to think outside the box, with ideas such as cross-industry collaborations and unique product flavors that resonate with local culture [3][4]. - The competition includes awards for best creativity and interaction, along with entrepreneurial support, aiming to create a complete cycle from idea generation to market feedback [5][6]. Group 3: Youth Engagement - The project aims to empower students by providing real-world entrepreneurial experiences, bridging the gap between academic learning and practical application [7]. - The initiative reflects a broader trend of consumer upgrade in China, showcasing how traditional brands can innovate by listening to the voices of younger generations [7].

Core Viewpoint - The article discusses the rising trend of mini-sized products in the food and beverage industry, highlighting how this innovation caters to modern consumer preferences for smaller portions and lower psychological burdens associated with consumption [5]. Group 1: Mini Products in the Market - Mini-sized ice creams and snacks have gained popularity, with products like the 42g mini chocolate cone from Hema and 30g ice bricks from Bright becoming consumer favorites due to their small size and low calorie count [6][11]. - Coca-Cola China has introduced a 248ml pocket bottle and a 200ml mini can, aiming to lower the initial purchase barrier for consumers concerned about spending, which has contributed to a market rebound [12][13]. - The trend extends to alcoholic beverages, with mini bottles of spirits becoming popular in convenience stores, allowing consumers to enjoy cocktails at home with smaller quantities [14][15]. Group 2: Economic and Psychological Factors - The mini packaging strategy allows companies to increase unit pricing despite lower overall prices, as seen with Coca-Cola's pricing on different bottle sizes [22]. - Smaller portion sizes help reduce the psychological burden of consuming high-calorie products, making them more appealing to health-conscious consumers [24]. - The production of mini products requires significant R&D investment to adjust recipes and cooking times, but the overall market demand for lower-priced, smaller items justifies this investment [24]. Group 3: Changing Demographics and Consumption Patterns - The rise of single-person households in China, projected to reach 150 to 200 million by 2030, drives demand for single-serving products [31]. - Companies are adapting to these demographic shifts by offering smaller packaging sizes, as seen with Aldi's adjustment of milk packaging to meet the needs of smaller households [33]. - The trend of mini products reflects a broader shift towards "one-person economy" lifestyles, where consumers seek variety and lower individual burdens in their purchases [34].

Core Viewpoint - The article discusses the evolving landscape of ice cream products, highlighting the trend of creative and unconventional flavors that appeal to younger consumers, reflecting a shift in consumer preferences and market dynamics. Group 1: Trends in Ice Cream Products - The current ice cream offerings in convenience stores are increasingly unconventional, with products like chicken leg ice cream and various themed flavors becoming popular among younger consumers [4][10][39]. - The emergence of creative ice cream products is driven by a younger generation of product developers who prioritize innovation and unique flavor combinations [39][41]. - The pricing of ice cream has increased due to the use of higher quality ingredients, as consumers have become more discerning about the products they purchase [42]. Group 2: Consumer Behavior and Market Dynamics - Younger consumers are willing to spend more on unique ice cream experiences, as evidenced by the popularity of novelty items like hamburger ice cream and ice cream meal combos [14][17][38]. - The article reflects a generational shift in taste and consumption patterns, with younger consumers embracing new and creative food experiences that differ significantly from traditional offerings [20][42]. - The nostalgia for traditional ice cream products contrasts with the current trend of innovative flavors, indicating a broader cultural shift in food consumption [25][33].