如今能量饮料在年轻人中的渗透，自然不是一蹴而就的。近十年左右，市场上出现了大量年轻化的能量饮料产品。这些产品或在包装上采用更具潮流感的 设计，或在配料上"卷"健康。这些尝试，在一点一点地建立起能量饮料在中国"年轻"的形象。 能量饮料这一曾经属于体力劳动者的饮料，如今正快速在年轻人中渗透。 今年7月，东鹏特饮推出新品"无糖型东鹏特饮"，该产品采用无糖配方，迎合年轻人控糖的需求。同时，该产品还添加L-α-甘磷酸胆碱，一种可以增强神 经细胞的活力和神经信号的传递能力的成分[1]，使其定位于大量用脑的白领。包装方面，经典款的金色底色被替换成了简约的白色。 无糖型东鹏特饮，图片来源：东鹏饮料 定位年轻群体的魔爪，今年第一季度在中国市场的净销售额则是同比增长43.2%[2]。而在2024年第四季度，魔爪能量饮料在中国的箱销量就曾同比增长 51%。[3] 2024年，中国能量饮料市场年零售额达到1114亿元[14]，年轻消费者正在成为这一庞大市场不可忽视的推动力。 嘉世咨询报告显示，"运动"、"夜间加班"、"熬夜学习"、"电竞游戏"是目前能量饮料占比最高的饮用场景，而这些场景，与白领、年轻人的生活高度重 合。曾经能量饮料最 ...

Core Viewpoint - Dongpeng Beverage has launched a new sugar-free version of its flagship product, Dongpeng Special Drink, indicating a strategic shift towards healthier beverage options in response to consumer demand and market trends [1][9]. Product Launch - The new sugar-free Dongpeng Special Drink is available in a 500ml bottle priced at 4.89 yuan, representing a move towards "consumption upgrade" from the traditional 4 yuan price point [1][3]. - This product is part of a broader strategy that includes previous launches of sugar-free variants, such as the 310ml Dongpeng Zero Sugar Drink and the 555ml sugar-free electrolyte water [3]. Ingredient Innovation - The new sugar-free drink includes L-α-GPC, an ingredient that is claimed to help alleviate brain fatigue, which has been approved as a new food ingredient by the National Health Commission of China [4][5]. - The recommended daily intake of L-α-GPC is ≤600mg, but it is advised that certain populations, such as infants and pregnant women, should avoid it due to insufficient safety data [4]. Market Context - The functional beverage market is experiencing a slowdown, with revenue growth dropping from 38.4% in 2023 to 28.5% in 2024, indicating market saturation [9]. - Dongpeng Beverage's reliance on its flagship product, which accounted for over 80% of its revenue in 2024, poses a risk as competitors like Red Bull and others have already introduced sugar-free options [8][9]. Competitive Landscape - The introduction of the sugar-free variant aligns with a growing consumer preference for low-sugar and sugar-free products, driven by health concerns related to high sugar intake [9]. - Competitors such as Red Bull have re-entered the market with their own sugar-free products, increasing pressure on Dongpeng Beverage to innovate and diversify its product offerings [8][9]. Strategic Implications - The launch of the sugar-free Dongpeng Special Drink is seen as a response to the health-conscious consumer trend and is part of a broader strategy to expand product categories and reduce dependency on a single product line [5][8]. - The company is also looking to leverage its upcoming listing in Hong Kong to enhance its capital base and accelerate its expansion into international markets, particularly in the health beverage segment [9].