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HOME ⊙ Food and beverage ⊙ The new trend of beverage consumption: three-dimensional taste, health upgrade, emotional resonance
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The new trend of beverage consumption: three-dimensional taste, health upgrade, emotional resonance

来源: | 作者:佚名 | 发布时间 :2023-12-18 | 210 次浏览: | Share:

In addition, the beverage should also be able to "lift" will play, emotional marketing trend highlights. In the face of consumers' high demand for "fun" attributes, IP co-branding and star endorsement have become a big tool for breaking the interest circle.

The consumption trend of IP co-branded drinks with creative and emotional links has increased by 8 times in the past three years, and the IP of cartoon animation types such as Disney and Pokemon Dream, the IP of game e-sports types such as King of Glory and League of Legends, and the IP of sports events such as the World Cup and the Olympic Games have been listed.

With the popularity of the fan economy, the growth rate of beverage products endorsed by stars is significantly higher than the overall beverage market. From the perspective of consumer groups, the proportion of generation Z in the consumption of star endorsement products is prominent, and the products endorsed by popular stars such as The Times Youth Group, CAI Xukun, Wang Jia Er and idol are particularly popular among this group.


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