左手巴西莓粉、右手生可可粉饼干……90后梦梦（化名）"沉迷"养生多年。刚刚过去的11月，她冲着"抗炎"的宣传效果，又花了近40元 下单了两罐姜黄粉，用于冲泡牛奶。 "那是一种八角桂皮的味道，还带着一点呛，有点忍不了。后续再食用，我可能会把姜黄粉放炖肉里吧。"梦梦说。 来自北京的缇缇（化名）被姜黄素暖胃的效果所吸引。今年10月，缇缇花了60元下单了有乐岛6瓶60ml的"一口姜黄饮"，准备试试味 道。"一瓶10元并不便宜，喝下去一整个喉咙炸开的感觉，剩下5瓶不敢喝也不敢扔……"缇缇表示。 天猫平台11月初披露的数据显示，双11开售（10月20日）以来，"一口姜黄饮"环比9月增长了14倍。让人直呼接受不了的"辣嗓子"饮品， 到底谁在买？ 100ml姜黄生姜柠檬汁近9元 盒马工作人员表示，买的人很多，生姜柠檬饮品一天的库存70余瓶，10月有两天是处于售罄的状态。 盒马所售的HPP姜黄生姜柠檬汁饮料由上海源于意食品科技有限公司（下称上海源于意）研发及生产。公司官网显示，上海源于意是中 国国内冷压HPP（超高压灭菌）技术领域企业，公司销售网络包括盒马、Ole、沃尔玛等商超。 相较盒马100ml 8.9元的HPP姜黄生姜柠 ...

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]