Core Viewpoint - The article discusses the rising trend of using kale as an ingredient in various food products, particularly in dumplings, highlighting its popularity and market potential driven by consumer health consciousness and innovative marketing strategies [5][12][39]. Group 1: Product Launch and Sales Performance - White Elephant launched a seasonal product "Kale and Reed Dumplings," which sold out 31,616 boxes within 18 hours of its release [5][14]. - The product was re-listed on Douyin with 6,688 units sold shortly after [7]. - This is not the first kale product from White Elephant; they previously introduced "Kale Light Noodles" in March, which sold over 70,000 units by the end of October [21][24]. Group 2: Market Trends and Consumer Insights - Multiple brands have incorporated kale into their products, including Hema and Three Squirrels, indicating a broader trend in the market [10][25]. - Kale has gained acceptance among consumers, particularly younger demographics, who are health-conscious and open to trying new ingredients [12][39]. - The popularity of kale has been bolstered by its association with health and wellness, as seen in the success of kale-based drinks from brands like Heytea [12][38]. Group 3: Product Development Strategy - White Elephant's product development is influenced by online consumer discussions, focusing on trending ingredients like kale, cilantro, and other "flow food" [11][12]. - The company aims to create products that resonate with young consumers, emphasizing health and novelty [12][39]. - The choice of kale as a filling is strategic, as it is perceived as a healthy ingredient with a high level of consumer recognition [12][39]. Group 4: Culinary Adaptation and Consumer Acceptance - Kale, traditionally consumed raw, is now being adapted for cooked dishes, such as dumplings, which align better with local culinary preferences [16][18]. - The combination of kale with familiar ingredients like reed adds to the appeal, enhancing texture and flavor [17][18]. - Consumer feedback highlights the refreshing and non-greasy nature of the dumplings, aligning with preferences for lighter vegetarian options [18].

它不是常见的抹茶，也不来自任何果汁，而是以往超市蔬菜区更常见的"羽衣甘蓝"。这份原本属于沙拉和西餐配菜的绿色叶子，被榨进了杯中，成为新茶 饮行业里最出人意料的主角。而在此之前，羽衣甘蓝在国内市场的批发价不足一元，甚至经常滞销。于是，当它被做成饮品推向大众时，外界很难不产生 怀疑：一款卖不动的菜，换成果蔬茶就能卖得动吗？ 市场的反映却超乎预期。第一杯羽衣甘蓝果蔬茶自面世后，迅速点燃市场，随后各类品牌跟进，由羽衣甘蓝主导的各类产品迅速成为一股消费趋势。一时 间，不仅餐饮品牌争先恐后地将其写进菜单，甚至连零售行业也随处可见它的身影。 2024年夏天，一抹陌生的绿色开始在茶饮品牌的菜单上蔓延。 这一切的起点可以追溯到2024年7月。彼时，喜茶率先在茶饮中尝试加入羽衣甘蓝，并在两个月后将其系列化为"超级植物茶"。自此，这种曾因口感受限 而停留在健康小众圈层的蔬菜，开始进入主流消费视野。 一年后，这股绿色风暴仍未停止—— 日前喜茶在"超级植物茶"上新一周年之际公布全系列累计销量突破一亿杯。那么，这场堪称近年来现象级别的消费 热潮，究竟是怎么发生的？ 一次反直觉式成功 羽衣甘蓝的风靡，是新茶饮赛道少见的反直觉式成功。 在此 ...

Core Viewpoint - The rise of kale as a mainstream ingredient in the beverage industry represents a significant shift in consumer preferences towards health-oriented products, driven by innovative marketing and product development strategies [4][10][14]. Group 1: Market Introduction and Initial Success - Kale, previously an underutilized vegetable in China, was introduced into the beverage market by Heytea in July 2024, leading to the creation of the "Super Plant Tea" series [4][5]. - Within a year, Heytea's kale-based drinks achieved cumulative sales exceeding 100 million cups, indicating a strong market acceptance and consumer interest [4][10]. Group 2: Consumer Behavior and Marketing Strategy - The success of kale beverages is attributed to a shift in consumer perception, transforming kale from a health obligation to a desirable drink choice through innovative flavor combinations [7][10]. - The marketing strategy effectively linked kale with fitness and health trends, appealing to younger consumers' desire for both enjoyment and health benefits [10][14]. Group 3: Industry Response and Expansion - Following Heytea's lead, other major tea brands quickly introduced kale products, indicating a rapid industry-wide adoption of this trend [17][19]. - By late 2024, kale had become a staple ingredient across various beverage brands, with significant product launches from competitors like Nayuki and Luckin Coffee [17][19]. Group 4: Supply Chain and Agricultural Impact - The popularity of kale has led to a significant increase in its cultivation in China, with prices rising from less than 1 yuan per jin to around 5 yuan per jin due to heightened demand [30][32]. - Companies like Heytea are now engaging in customized planting practices to ensure high-quality kale supply, reflecting a deeper integration into the agricultural supply chain [30][34]. Group 5: Future Trends and Opportunities - The "Super Plant" trend is expected to continue, with kale serving as a gateway for other health-oriented ingredients to enter the mainstream beverage market [28][34]. - The beverage industry's focus on fresh ingredients and quality control is likely to drive further innovation and consumer interest in health-focused products [28][34].

Core Viewpoint - The article discusses the rise of "superfoods" in the market, highlighting their marketing appeal and the trend of food brands incorporating these ingredients into their products to attract consumers [5][19][33]. Group 1: Definition and Popularity of Superfoods - "Superfood" is a vague term originating from the West, referring to foods rich in certain nutrients, but lacks a strict scientific definition [13][15]. - The popularity of superfoods has surged recently, with various brands launching products featuring ingredients like kale, beetroot, and turmeric, which are marketed for their health benefits [6][7][10]. - A significant factor in the rise of superfoods is a 2022 article from Harvard Health that listed ten superfoods, which gained traction on social media and contributed to the perception of these foods as health-enhancing [20][23]. Group 2: Market Trends and Brand Strategies - In the past year, many food and beverage brands have introduced new products centered around superfoods, with notable examples including Heytea's kale-based drink and various offerings from other tea brands [6][7][10]. - The trend has expanded beyond beverages to include snacks and meal replacements, with brands like White Elephant and Wang Baobao launching products that emphasize the health benefits of superfoods [10][26]. - Social media data indicates that the most common associations with superfoods have shifted from weight loss to nutrition, reflecting a broader acceptance of these ingredients in everyday diets [29]. Group 3: Historical Context and Marketing Dynamics - The article traces the historical context of superfoods, noting that many have undergone similar marketing transformations in the past, such as bananas and avocados, which were once considered difficult to sell but became popular through strategic marketing [35][37]. - The marketing of superfoods often emphasizes their health benefits while downplaying their historical challenges in gaining consumer acceptance, suggesting that the appeal of superfoods is as much about marketing as it is about nutrition [33][40].

Group 1 - The core point of the article is that BERSHIHE, a domestic outdoor products company, is preparing for an IPO on the Hong Kong Stock Exchange, showcasing significant growth in revenue and profit [2][3]. - BERSHIHE's revenue from 2022 to 2024 is projected to grow from 379 million yuan to 1.766 billion yuan, with a compound annual growth rate (CAGR) of 241.27% for net profit [3]. - The company's main products are outdoor clothing, particularly jackets, with revenue from clothing products expected to increase from 305 million yuan in 2022 to 1.608 billion yuan in 2024, reflecting a CAGR of 129.5% [3]. Group 2 - BERSHIHE has capitalized on channel advantages, with direct-to-consumer (DTC) online sales growing from 331 million yuan to 1.351 billion yuan, achieving a CAGR of 102% [5]. - The founder of BERSHIHE, Liu Zhen, highlighted the importance of content marketing through platforms like Douyin, Xiaohongshu, and Bilibili, which has significantly reduced customer acquisition costs [5]. - BERSHIHE's product-centric approach includes offering a lifetime warranty, contributing to a repurchase rate of over 20% [5]. Group 3 - The overall analysis indicates that China's complete industrial chain and channel advantages are shaping new brand possibilities, contrasting with the operational pressures faced by established brands like Nike [6][7].