日经Gaming是2025年7月创刊的"以商业视点出发的游戏媒体"。日经BP利用在经营、技术、消费、营销 各领域培养的采访力、信息发布力，从商业角度出发，发布游戏及其周边产业的最新动向、商业模式。 以下文章来源于日经Gaming ，作者小川翔太 编者荐语： 除了功能饮料，还有没有其他适合电竞场景的饮品？ 这场讲座给出了一个有趣的视角。 主讲人是朝日饮料研发战略部的小杉亘，重点探讨了该公司旗下强碳酸饮料"威尔金森 碳酸水"对电竞 选手比赛状态的影响。 拓展全新饮用场景 日经Gaming . 商业视角的日本游戏媒体。日经BP旗下。 在连接学生与企业的电竞主题招聘活动"电竞×招聘嘉年华 Supported by LHH"中，朝日饮料举办了一场 研讨会，主题为 "电竞与碳酸水的新发现" 。 介绍了"朝日碳酸实验室"的实验结果： 强气碳酸水到底 会给电竞带来什么影响。 提到与电竞相配的碳酸饮料，多数人可能会想到"红牛"或"魔爪能量饮料"这类功能饮品。它们在电竞饮 品这一品类已经确立了自己的垄断地位。 朝日饮料是朝日集团控股的子公司，旗下碳酸饮料主力品牌包括"三矢汽水"与"威尔金森 碳酸水"。尽 管它在游戏与电竞领域的品 ...

Core Viewpoint - The energy drink market in China is rapidly penetrating among young consumers, driven by new product launches and changing consumer preferences towards healthier options and innovative packaging [1][3][47]. Group 1: Product Innovations - Dongpeng Beverage launched a new "sugar-free Dongpeng Energy Drink" in July, catering to young consumers' demand for reduced sugar and featuring L-α-glycerophosphocholine to enhance cognitive function [1][31]. - The energy drink market in China reached a retail value of 111.4 billion yuan in 2024, with young consumers becoming a significant driving force [3][47]. - Brands like Monster and Yuanqi Forest have introduced products with unique flavors and packaging, such as the MAXX drink with mint extract, appealing to the younger demographic [13][35]. Group 2: Market Trends - The energy drink market is experiencing a shift from traditional blue-collar consumers to urban young professionals, with consumption scenarios now including gaming, late-night work, and fitness [3][37]. - The market is projected to maintain a growth rate of over 15% year-on-year in 2024, significantly outpacing the soft drink market's growth [47]. - The per capita consumption of energy drinks in China is 2.79 liters in 2024, which is substantially lower than in the US and Japan, indicating significant growth potential [47]. Group 3: Packaging and Branding - Energy drink brands are adopting vibrant and trendy packaging to attract younger consumers, moving away from traditional designs that appealed to blue-collar workers [4][8][20]. - The introduction of diverse color schemes and artistic designs in packaging has become a key strategy for brands like Monster and Dongpeng to engage with the younger audience [20][24]. - The shift in branding strategies, such as Dongpeng's focus on youth culture and lifestyle, has helped reshape the perception of energy drinks in the market [44][46]. Group 4: Ingredient Trends - There is a growing trend towards cleaner ingredient profiles in energy drinks, with brands eliminating synthetic additives like taurine and caffeine in favor of natural plant-based ingredients [25][26]. - The rise of sugar-free options is notable, with brands like Yuanqi Forest and Dongpeng introducing products that utilize alternative sweeteners to meet health-conscious consumer demands [28][31]. - The incorporation of carbonation in energy drinks has also gained popularity, aligning with the trend of fizzy beverages among younger consumers [34][35].