周一早上，同事把一杯颜色有点抽象的饮料放到我电脑前，正是前段时间引发热议的网红饮品"白马王子汤"。"白马王子"走下流量的峰顶，现在终于好买 了不少。 这汤色蓝得像湖面反光，又绿得像滤镜开太大，也许这是"蒂芙尼蓝"的姐妹色？我鼓起勇气一口干下去，竟是酸酸甜甜的水果味，比它的颜值安分多了。 △同事请的"白马王子汤"。（图/晓洋 摄） 我以为它的迷幻汤色来自异国他乡。可翻查了一下，却惊讶地发现：这色彩的源头，很可能就在中国内蒙古。 01 就这么一句玩笑话，"白马王子汤"这五个字就在英国留学生圈里炸开了，后来还传到了国内社交分享平台。抽象的颜色、天真的愿望、外国超市的限定饮 料，所有元素都精准戳中年轻人的"好奇心"。 有人说它像刷锅水，有人说像厨房清洁剂，也有人说是格格巫才做得出来的东西。越"抽象"，越诱人。 这款"白马王子"饮料其实是英国果汁品牌Innocent旗下的"Blue Bolt"，里面主要含有椰子水、芭乐、柠檬和螺旋藻。巧合的是，西班牙版的名称直译正 是"蓝色王子"。2019年推出时，这饮料就因颜色在外国社交平台上引发"蓝绿争议"，相关的推文转发超过2500万次。 颜色诡异， 英国留子却爱惨了 "白马王子 ...

Core Insights - The product "White Horse Prince Soup" by Hema has gained significant popularity on social media, with over 6.02 million views and 110 million video plays, appealing to young consumers through its aesthetic and health-oriented branding [1][3] Group 1: Phenomenon and Marketing Strategy - The product's marketing strategy effectively resonates with consumer preferences, focusing on visual appeal and emotional connection, with over 60% of discussions centered on its aesthetics and romantic naming [5] - Hema employs a combination of online user-generated content (UGC) and offline experiential marketing, utilizing social media to drive engagement and in-store promotions to enhance visibility [5][7] - Previous successful products from Hema indicate a trend of capturing young consumer demands through health-focused and contextually relevant offerings [5] Group 2: Supply Chain and Product Development - Hema's supply chain utilizes a "central kitchen + regional distribution" model, allowing for real-time sales data adjustments and improved responsiveness compared to traditional retail models [7] - The product was developed in collaboration with Leyuan Health, targeting the 18-35 age demographic, with a focus on maintaining a low sugar content and incorporating functional ingredients [7][10] - The production process claims to enhance nutrient retention and shelf life, addressing consumer demands for both health and convenience [10] Group 3: Industry Trends and Challenges - The case of "White Horse Prince Soup" reflects a shift in the health beverage market towards collaborative innovation between retail channels and production companies, creating a closed loop from demand to sales [12] - The industry faces challenges in defining innovation boundaries and balancing health attributes with consumer experience, as demands for low-sugar and natural products increase [12] - Future competition in the health beverage market will focus on precise demand insights, efficient technology transfer, and compliance with innovation standards [13]