?在健康飲品市場(chǎng)持續(xù)升溫的背景下，紅棗與絲瓜的復(fù)合開發(fā)已成為植物基飲料領(lǐng)域的創(chuàng)新焦點(diǎn)。本文從產(chǎn)品定位、配方研發(fā)、市場(chǎng)策略、渠道布局、營(yíng)銷推廣五大維度，解析企業(yè)如何通過系統(tǒng)性方案構(gòu)建產(chǎn)品核心競(jìng)爭(zhēng)力，搶占功能飲品市場(chǎng)制高點(diǎn)。

一、產(chǎn)品定位：健康與功能的雙重賦能



1、 Product positioning: Dual empowerment of health and functionality


    核心賣點(diǎn)提煉

Core selling point extraction
    紅棗富含維生素C、鐵、鈣等營(yíng)養(yǎng)成分，具有補(bǔ)血養(yǎng)顏、增強(qiáng)免疫力的功效；絲瓜則以其清熱解暑、利尿排毒的特性，成為夏季健康飲品的理想選擇。紅棗絲瓜飲料將兩者結(jié)合，打造“天然健康+功能營(yíng)養(yǎng)”的雙重賣點(diǎn)，滿足消費(fèi)者對(duì)健康與美味的雙重需求。



    目標(biāo)消費(fèi)群體

Target consumer group
    主要針對(duì)25-45歲的都市健康生活追求者，特別是注重養(yǎng)生保健的白領(lǐng)女性、健身愛好者和亞健康人群。這一群體對(duì)健康飲品的需求旺盛，且愿意為高品質(zhì)產(chǎn)品支付溢價(jià)。

Mainly targeting urban health seekers aged 25-45, especially white-collar women who focus on health and wellness, fitness enthusiasts, and sub healthy individuals. This group has a strong demand for healthy beverages and is willing to pay a premium for high-quality products.


    差異化定位

Differentiated Positioning
    在競(jìng)爭(zhēng)激烈的功能飲料市場(chǎng)中，紅棗絲瓜飲料以“天然果蔬復(fù)合”為差異化標(biāo)簽，區(qū)別于單一成分的功能飲料，滿足消費(fèi)者對(duì)多元化健康需求。

In the fiercely competitive functional beverage market, jujube and luffa beverages are differentiated by the label of "natural fruit vegetable complex", which is different from single ingredient functional beverages and meets consumers' diverse health needs.


二、配方研發(fā)：科學(xué)配比與技術(shù)創(chuàng)新

2、 Formula Development: Scientific Proportioning and Technological Innovation


    基礎(chǔ)配方優(yōu)化

Basic formula optimization
    根據(jù)《紅棗絲瓜復(fù)合飲料配方技術(shù)的研發(fā)》成果，采用絲瓜汁15%、紅棗汁10%、白砂糖8%、檸檬酸0.10%的調(diào)配比例，確保飲料口感和風(fēng)味最佳。同時(shí)，選用海藻酸鈉0.1%和CMC-Na 0.1%的復(fù)合穩(wěn)定劑，提升飲料的穩(wěn)定性、流動(dòng)性和口感。



    功能成分強(qiáng)化

Functional component enhancement
    為進(jìn)一步提升產(chǎn)品功能屬性，可添加維生素C、膳食纖維等營(yíng)養(yǎng)成分，強(qiáng)化抗氧化、促進(jìn)腸道健康等功效。通過科學(xué)配比，使產(chǎn)品在保持天然風(fēng)味的同時(shí)，具備更強(qiáng)的健康價(jià)值。

To further enhance the product's functional attributes, nutritional components such as vitamin C and dietary fiber can be added to strengthen antioxidant and promote intestinal health. By scientifically proportioning, products can maintain their natural flavor while possessing stronger health value.


    護(hù)色與保鮮技術(shù)

Color protection and preservation technology
    采用80℃、3分鐘的燙漂條件對(duì)絲瓜進(jìn)行護(hù)色處理，確保飲料色澤自然、口感清新。同時(shí)，引入冷鏈物流與智能包裝技術(shù)，延長(zhǎng)產(chǎn)品保質(zhì)期，保持營(yíng)養(yǎng)成分穩(wěn)定。

Using 80 ℃ and 3-minute blanching conditions to protect the color of luffa, ensuring a natural color and fresh taste of the beverage. At the same time, the introduction of cold chain logistics and intelligent packaging technology can extend the shelf life of products and maintain stable nutritional content.


三、市場(chǎng)策略：精準(zhǔn)定位與細(xì)分市場(chǎng)

3、 Market strategy: precise positioning and segmented markets


    價(jià)格策略

pricing strategy
    根據(jù)市場(chǎng)調(diào)研，制定靈活的價(jià)格策略。針對(duì)價(jià)格敏感的消費(fèi)者，推出經(jīng)濟(jì)實(shí)惠的常規(guī)裝；針對(duì)追求高品質(zhì)的消費(fèi)者，推出禮盒裝或高端定制裝，提升產(chǎn)品附加值。

Develop flexible pricing strategies based on market research. Targeting price sensitive consumers, launch affordable regular clothing; Targeting consumers who pursue high quality, we offer gift box or high-end customized packaging to enhance product added value.


    促銷策略

promotion strategy
    利用社交媒體、電商平臺(tái)等渠道，開展限時(shí)折扣、買贈(zèng)活動(dòng)、會(huì)員積分等促銷活動(dòng)，刺激消費(fèi)者購(gòu)買。同時(shí)，與健康機(jī)構(gòu)、營(yíng)養(yǎng)師合作，舉辦紅棗絲瓜飲料健康講座，提升產(chǎn)品認(rèn)知度。

Utilize social media, e-commerce platforms, and other channels to launch promotional activities such as limited time discounts, buy and get promotions, and membership points to stimulate consumer purchases. At the same time, we will collaborate with health institutions and nutritionists to hold health lectures on jujube and loofah beverages to enhance product awareness.


    場(chǎng)景化營(yíng)銷

Scenario based marketing
    針對(duì)不同消費(fèi)場(chǎng)景，推出定制化產(chǎn)品。如針對(duì)健身人群，推出運(yùn)動(dòng)后恢復(fù)飲品；針對(duì)辦公室白領(lǐng)，推出助眠安神飲品。通過場(chǎng)景化營(yíng)銷，滿足消費(fèi)者多元化需求。

Launch customized products for different consumer scenarios. Introducing post workout recovery drinks for fitness enthusiasts; Introducing sleep aid and calming drinks for office workers. Through scenario based marketing, meet the diverse needs of consumers.


四、渠道布局：全渠道覆蓋與精準(zhǔn)觸達(dá)

4、 Channel layout: Full channel coverage and precise reach


    線上渠道

online channel
    與天貓、京東、拼多多等電商平臺(tái)合作，開設(shè)官方旗艦店，利用網(wǎng)絡(luò)營(yíng)銷手段擴(kuò)大產(chǎn)品銷量。同時(shí)，通過直播帶貨、短視頻營(yíng)銷等方式，提升產(chǎn)品曝光度。

Cooperate with e-commerce platforms such as Tmall, JD.com, and Pinduoduo to open official flagship stores and use online marketing methods to expand product sales. At the same time, through live streaming sales, short video marketing, and other methods, we aim to increase product exposure.


    線下渠道

offline channels
    與超市、藥店、專賣店等建立合作關(guān)系，將紅棗絲瓜飲料擺上貨架，方便消費(fèi)者購(gòu)買。在重點(diǎn)城市設(shè)立體驗(yàn)店或快閃店，讓消費(fèi)者親身體驗(yàn)產(chǎn)品魅力。

Establish cooperative relationships with supermarkets, pharmacies, specialty stores, etc., and put red date and loofah beverages on the shelves to facilitate consumer purchases. Set up experience stores or pop-up stores in key cities to allow consumers to personally experience the charm of products.


    特殊渠道

special channel
    針對(duì)健身房、瑜伽館等健康相關(guān)場(chǎng)所，開展定制化合作，將產(chǎn)品作為運(yùn)動(dòng)后恢復(fù)飲品推薦給消費(fèi)者。同時(shí)，與酒店、餐廳等合作，將產(chǎn)品納入飲品菜單，拓寬銷售渠道。

We will carry out customized cooperation for health-related places such as gyms and yoga studios, and recommend products as post exercise recovery drinks to consumers. At the same time, cooperate with hotels, restaurants, etc. to include products in the beverage menu and expand sales channels.


五、營(yíng)銷推廣：品牌建設(shè)與口碑傳播

5、 Marketing Promotion: Brand Building and Word of Mouth Communication


    品牌故事塑造

Brand Story Shaping
    通過講述紅棗與絲瓜的種植故事、健康價(jià)值以及產(chǎn)品研發(fā)過程，塑造品牌故事，增強(qiáng)消費(fèi)者對(duì)產(chǎn)品的情感認(rèn)同。利用社交媒體、品牌官網(wǎng)等渠道，傳播品牌故事，提升品牌知名度。

By telling the planting stories, health values, and product development processes of red dates and luffa, we aim to shape the brand story and enhance consumers' emotional identification with the products. Utilize social media, brand official websites, and other channels to spread brand stories and enhance brand awareness.


    KOL與網(wǎng)紅合作

KOLs collaborate with internet celebrities
    與健康領(lǐng)域的KOL、網(wǎng)紅合作，通過他們的影響力推廣紅棗絲瓜飲料。邀請(qǐng)他們進(jìn)行產(chǎn)品試喝、評(píng)測(cè)，分享使用心得，吸引粉絲關(guān)注與購(gòu)買。

Collaborate with KOLs and internet celebrities in the health field to promote red date and loofah beverages through their influence. Invite them to taste and evaluate the product, share their usage experience, and attract fans' attention and purchase.


    口碑營(yíng)銷

word-of-mouth marketing
    鼓勵(lì)消費(fèi)者分享產(chǎn)品體驗(yàn)，形成良好的口碑效應(yīng)。通過設(shè)立用戶評(píng)價(jià)區(qū)、開展曬單活動(dòng)等方式，收集消費(fèi)者反饋，不斷優(yōu)化產(chǎn)品與服務(wù)。

Encourage consumers to share their product experience and create a positive word-of-mouth effect. Collect consumer feedback and continuously optimize products and services through setting up user evaluation areas, conducting order sharing activities, and other methods.


    跨界合作

cross-border collaboration
    與其他健康品牌、文化IP進(jìn)行跨界合作，推出聯(lián)名款產(chǎn)品，吸引更多消費(fèi)者關(guān)注。如與知名健身品牌合作，推出運(yùn)動(dòng)套裝+紅棗絲瓜飲料的組合產(chǎn)品，滿足消費(fèi)者一站式購(gòu)物需求。

Cross border cooperation with other health brands and cultural IPs to launch co branded products and attract more consumer attention. If we cooperate with well-known fitness brands to launch a combination product of sports sets and red date and loofah drinks, we can meet consumers' one-stop shopping needs.


六、案例借鑒：紅棗冬瓜飲料的成功啟示

6、 Case Study: Successful Inspiration from Red Date and Winter Melon Beverages


紅棗與冬瓜的復(fù)合飲料配方，憑借其豐富的營(yíng)養(yǎng)價(jià)值、顯著的健康功效、獨(dú)特的口感體驗(yàn)以及巨大的市場(chǎng)潛力，正逐漸成為飲料市場(chǎng)中的新寵。紅棗冬瓜飲料的成功，為紅棗絲瓜飲料的研發(fā)與推廣提供了寶貴經(jīng)驗(yàn)：

The compound beverage formula of red dates and winter melon is gradually becoming a new favorite in the beverage market due to its rich nutritional value, significant health benefits, unique taste experience, and huge market potential. The success of jujube and winter melon beverages has provided valuable experience for the research and promotion of jujube and luffa beverages


    精準(zhǔn)定位：明確目標(biāo)消費(fèi)群體，滿足其特定健康需求。

Precise positioning: Identify the target consumer group and meet their specific health needs.
    科學(xué)配方：通過科學(xué)配比與技術(shù)創(chuàng)新，提升產(chǎn)品口感與功效。

Scientific formula: Through scientific proportioning and technological innovation, enhance product taste and efficacy.
    全渠道營(yíng)銷：線上線下相結(jié)合，拓寬銷售渠道，提升產(chǎn)品曝光度。

Omnichannel marketing: combining online and offline channels to expand sales channels and enhance product exposure.
    口碑傳播：通過KOL合作、用戶評(píng)價(jià)等方式，形成良好口碑，促進(jìn)產(chǎn)品銷售。

Word of mouth communication: Through KOL cooperation, user evaluations, and other methods, a good reputation is formed to promote product sales.


結(jié)語(yǔ)

Conclusion