Core Insights - The article discusses the evolving consumer demand in the food and beverage industry, emphasizing the importance of emotional value and the shift towards "wild consumption" as a response to changing consumer preferences [2][3][23]. Group 1: Industry Trends - The food and beverage industry is facing challenges such as declining consumer confidence and falling sales in offline formats, yet certain segments like healthy snacks are experiencing growth [3][5]. - Health trends are prominent, with non-fried snack categories like rice cakes gaining popularity, while traditional puffed snacks decline [3][5]. - The beverage sector is also shifting towards health and functionality, with significant growth in high-end health products and functional drinks like electrolyte water [5][9]. Group 2: Supply Chain Importance - The competition in the food and beverage sector is increasingly centered around supply chain efficiency rather than just product innovation [7][9]. - Companies like Mixue Ice City demonstrate the critical role of a robust global supply chain in achieving cost-effective, high-quality products [7][9]. - The future of competition will focus on "technology + green" as key drivers for supply chain upgrades, emphasizing the need for brands to transition from marketing-driven to supply chain-driven models [9]. Group 3: New Retail Trends - Discount retail channels are emerging as a new growth engine in the food and beverage industry, particularly in lower-tier cities where consumers seek high-quality products at lower prices [11][13]. - The penetration rate of discount retail in China is only 3.8%, indicating significant growth potential compared to the global average of 12.6% [13]. - Young consumers are reshaping retail logic with their desire for high cost-performance products, leading to a shift in how brands approach consumer engagement [11][13]. Group 4: Brand Innovation and Strategy - Brands like Lebai and Shenghetang are focusing on health-oriented innovations, such as using rare sugars in their products to meet consumer demand for healthier options [15][19]. - The concept of "long-termism" is emphasized, where brands aim for sustainable growth through continuous innovation rather than short-term trends [15][19]. - Companies are encouraged to leverage cultural elements and traditional products to enhance their global competitiveness, as seen with Shenghetang's focus on traditional Chinese herbal products [19][21]. Group 5: Consumer Engagement and Emotional Value - Brands are urged to shift from traditional competition based on product features to creating emotional value for consumers [23][27]. - The focus on emotional engagement is seen as essential for brands to differentiate themselves in a crowded market, with successful examples highlighting the importance of understanding consumer needs [23][27]. - The discussion emphasizes that the future of competition will revolve around brands that can effectively connect with consumers on an emotional level [23][27].

以下文章来源于商业弧光 ，作者李佳琪 商业弧光 . 听风者，捕光人，最准点的商业节拍 来源：商业弧光（ ID ： Sanyishidai ） 出品：虎嗅商业消费组 作者：李佳琪 编辑：苗正卿 饮料行业已进入存量竞争阶段，新兴品牌想要获得突破变得越发困难。而年轻一代经销商，尤其是90 后、95后经销商，以及逐渐接班的二代经销商们，正在成为左右饮料行业版图走向的天平。 "疫情后中高端餐厅批量闭店、连锁品牌集体降价，一瓶定价超过10元的饮料，经销商们卖不动了"好 望水联合创始人夏明升坦言。对于新兴品牌而言，和巨头、头部明星公司去博弈疲态已现的传统渠道并 不现实。以2024年火热的养生水赛道为例，各大头部品牌围绕超市、餐饮这些黄金渠道奋力厮杀，甚 至在一些小众场景 （如健身房、网吧） 各大品牌也奋手一搏。 但对于好望水这样的新兴品牌而言，渠道拿捏着命运。更残酷的现实是，当前中式养生水赛道呈现"头 部垄断＋新品牌混战"的格局。2024年大盘虽涨至30亿，但元气森林一家便"卷"走10亿。积淀尚浅的 新品牌们仍需依赖代工，且产品创新不足。消费者对饮料是否真能养生依旧存疑。而在渠道侧，厮杀正 在变得更为激烈，各大头部公司已经 ...