品牌老化亟待重构,五谷磨房年轻化渗透能力不足

新浪财经
19 Jun

在“悦己消费”日益成为主流背景下,品牌年轻化能力逐渐成为食品行业增长韧性的关键变量。以“天然、健康、养生”定位起家的五谷磨房(1837.HK),尽管在传统营养粉领域积累了较强认知基础,但随着时代的变化,公司近年来在品牌调性、用户结构、传播方式等方面显现显著落后,对Z世代的渗透面临压力。用户结构消费潜力下降,品牌形象难以破圈五谷磨房主力产品如“核桃芝麻黑豆粉”主打食补理念,面向追求家庭健康管理的...

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