Group 1 - The core idea of the article is that Zhou Hei Ya is enhancing its marketing strategy by offering free products to college students, aiming to strengthen its connection with the Z generation [1] - The upgraded campaign, starting from September 1 to September 30, involves distributing 400,000 yuan worth of products, with 30,000 free items available each week [1] - The previous summer campaign successfully distributed 300,000 free products, generating significant social media buzz and engagement among college students [1] Group 2 - Zhou Hei Ya's founder, Zhou Fuyu, emphasizes the company's commitment to integrating into the lifestyle of the Z generation, aiming to be both a food choice and a companion in their youth [1] - The brand seeks to resonate with the vitality of the Z generation, promoting a narrative of "sweet and spicy youth" that reflects the current era [1]

Core Insights - The trend in the snack food industry, particularly in the marinated food segment, is shifting towards more diverse offerings that combine traditional snacks with full meal options, catering to changing consumer preferences for dining experiences [7][11] Company Strategies - Companies like Jiujia and Zhou Hei Ya are innovating by integrating hot pot elements into their offerings, such as Jiujia's fresh boiling of marinated items and Zhou Hei Ya's introduction of rice and noodle dishes [1][3] - Absolute Taste has launched a "plus store" concept, featuring a trendy atmosphere with a menu that includes fried snacks and craft beer, appealing to younger consumers looking for a social dining experience [5] - Zhou Hei Ya has expanded its product line to include marinated sauce packages for home cooking, while Absolute Taste has collaborated with tea brands to offer meal sets, indicating a strategy to diversify revenue streams [9] Market Trends - The marinated food market experienced a modest growth of only 3.7% last year, prompting brands to adapt by offering more substantial meal options rather than just snacks [7] - The evolving consumer behavior shows a preference for dining in and enjoying a variety of food options, leading brands to create environments conducive to longer stays and social interactions [11] Challenges and Risks - The shift towards freshly prepared items raises concerns about hygiene and food safety, particularly for brands like Zhou Hei Ya that are moving away from vacuum packaging [7] - The expansion into new markets, such as the U.S. for brands like Ziyuan Baiwei Chicken, presents challenges in consumer acceptance of traditional flavors among non-Chinese customers [9]

Group 1 - The core event is the "Summer Carnival" co-hosted by the brand "Lian Shang Ya," the well-known snack store "Lao Po Da Ren," and "Snow Beer," featuring actor Ding Jiawen as the event ambassador [2] - The event runs from July to August 2025, with a highlight being Ding Jiawen's "One-Day Store Manager" appearance and offline meet-and-greet on August 16, which significantly boosted the summer campaign [2] - The event attracted a large number of fans and customers, enhancing the brand's visibility and engagement [1][4] Group 2 - "Lian Shang Ya" has established itself as a leader in the duck meat snack market, recognized by Frost & Sullivan for being the top-selling brand in the supermarket channel for three consecutive years from 2022 to 2024 [4] - The brand emphasizes the use of fresh meat and unique double-marination techniques, along with scientific sterilization and preservation methods, to provide high-quality duck meat snacks [4] - The successful marketing and promotional activities are expected to continue, with the brand aiming to deliver more delightful products in the future [4]