伴随着万亿级休闲零食赛道同质化竞争加剧，年轻一代已成为品牌增长的核心变量。在年轻消费群体对"情感连 接"与"体验价值"远超功能性需求的深层变迁下，雅客四度携手学院奖，以系统化的校园生态共建将品牌年轻化提 升至战略层级。 作为战略落地的关键一环，雅客校园行先后走进中央美术学院、中国美术学院、郑州大学、山西大学、安徽大 学、东北师范大学、天津师范大学和青岛工学院八所高校，通过线上线下与10000+名学子进行深度对话，构建 从"单向传播"到"生态共建"的年轻化转型范式。 课堂不再是灌输，而是品牌与青年群体零距离的"交流广场"。在轻松幽默的互动中，同学们踊跃发言，思维激 荡，其反馈与创意也成为雅客洞察年轻消费趋势的宝贵资产，实现了从"创意征集"到"心智锚定"的跨越。 圈粉青春现场：沉浸式体验场焕新品牌印象 品牌理念不止于课堂，更延伸至场外的互动体验之中。精心设计的雅客品牌互动专区一经亮相便成为校园焦点， 通过沉浸式场景互动与真实品鉴种草，将品牌态度生动转化为可感知的年轻化体验场。 融合古典韵味与潮流趣味的投壶挑战与定制漆扇趣味游戏，不仅吸引了大量学子驻足参与，更在欢声笑语中传递 了雅客与年轻人共创快乐、玩在一起的品牌 ...

Group 1: Baima Tea Industry - Baima Tea Industry, known as the "first high-end Chinese tea stock," officially listed on the Hong Kong Stock Exchange on October 28, with an initial surge of 73% to HKD 86.5 [2] - The IPO was priced at HKD 50, with the public offering receiving a record 2,680.04 times subscription and international placement at 13.58 times [2] - Established in 1997, Baima Tea is the largest high-end tea company in China, with over 3,700 chain stores nationwide, and has consistently ranked first in sales for various tea categories [2] - The IPO raised approximately HKD 450 million, with 35% allocated for production base expansion and 20% for brand value enhancement and product line expansion [2] Group 2: Anta Group - Anta Group has initiated the establishment of the world's first sports shoe design major in collaboration with Wuhan Textile University and Donghua University [4] - This initiative marks a significant step in the professional and systematic training of design talents in the sports goods industry, injecting new momentum into industry innovation [4] - Anta has previously established a national-level postdoctoral research station to attract top talent and has developed several proprietary technologies through industry-academia collaboration [4] Group 3: Yake Food - Yake Food received multiple honors at the 32nd China International Advertising Festival, including the "Annual Integrated Marketing Gold Case" for its campaign with CCTV Children's Channel [6] - The company was recognized as the "Most Loved Vitality Brand by College Students" based on insights into young consumer trends [6] - Yake's innovative snack, Yake Konjac Money Stomach, was selected as a "Favorite Youth Product" for its unique taste and innovative concept [6]

Group 1: Market Overview - The Chinese snack food market is projected to exceed 1.8 trillion yuan by 2025 and reach 2.5 trillion yuan by 2030, showcasing significant growth potential amidst consumption upgrades and channel revolutions [1] - The industry faces challenges such as price wars and product homogeneity, prompting companies to seek transformation and upgrade strategies [1] Group 2: Company Strategy - Yake, a long-established player in the snack food sector, is leveraging four core strengths: premium product potential, quality channel potential, high-end brand potential, and efficient team potential to drive market effectiveness [1] - The company is focusing on brand rejuvenation by adopting a "full-domain marketing ecosystem" to enhance user engagement, particularly targeting Generation Z [1][3] Group 3: Marketing Innovations - Yake has shifted from traditional marketing to a "two-way penetration" strategy, utilizing new media, refined traffic operations, and festive scene marketing to create a comprehensive marketing ecosystem [3] - The company has engaged with 19 universities, conducting 23 offline events and reaching over 7,500 young students, thereby solidifying its brand experience touchpoints [3] Group 4: Product Development - Yake's strategic pivot includes a "salty-sweet drive" approach, focusing on a full-category matrix that addresses health and emotional experience demands [5] - The new product "Yake Konjac Money Belly" utilizes -25°C quick-freezing technology and is free from artificial preservatives, targeting the dual consumer needs for health and taste [5][7] Group 5: Emotional Consumption Trends - Current food consumption trends are evolving into "emotional consumption," characterized by an "internal-external dual drive" model, where snacks serve as a means for personal comfort and social connection [9] - Yake aims to address nutritional anxiety with a healthy product core while releasing emotional pressure through brand experiences [9] Group 6: Future Directions - In 2025, Yake will continue its collaboration with the Academy Awards, launching a creative campaign targeting college students to enhance product emotional value and social interaction [12] - The company is committed to solidifying its brand image as "happy, young, and light burden" while leading the value upgrade in the snack food industry through innovation [13]