年轻人是食品新产品的首批试用者、意见领袖和口碑扩大者,绝大部分食品,只要抓住了年轻人的心,就抓住了整个市场的关键。原因何在?因为,对于大多食品品类来讲,市场都已经比较成熟,一个新产品要想突破市场,大多是从细分市场开始的,即按照“新品细分法”来推广新产品。第一步,推出一个创新性细分产品,打开一个新细分市场,最终形成一个分众产业,建立局部优势。而这个新细分市场,往往就是年轻人市场。第二步,在年轻人分众产品创造的品牌基础和渠道基础上,在年轻人的带动下,产品往其他人群延伸,以点带面、积少成多,最终成为一个大众食品产品。以前的果汁饮料几乎全都是针对家庭提倡其营养功能,很难形成更大的市场规模。当通过包装、口感、含量的改变,并以年轻人作为营销宣传对象时,一举结束了果汁饮料几十年的尴尬。说到这里,我们不禁要问,一个食品新产品,该如何让年轻人疯狂呢? Young people are the first batch of new food product testers, opinion leaders, and word of mouth expanders. Most of the foods, as long as they capture the hearts of young people, capture the key to the entire market. What is the reason? Because, for most food categories, the market is already relatively mature. To break through the market, a new product mostly starts from the market segment, that is, in accordance with the “new product subdivision method” to promote new products. The first step is to launch an innovative segmentation product and open up a new segmented market, eventually forming a segmented industry and establishing local advantages. And this new market segment is often the young market. In the second step, based on the brand foundation and channels created by the young people’s Focused Products, driven by young people, the products will be extended to other groups and become more and more points, and eventually become a popular food product. Almost all of the previous fruit juice drinks promote their nutritional functions for families and it is difficult to form a larger market scale. When packaging, taste, and content were changed and young people were the target of marketing and promotion, the fruit juice beverage was ended for several decades. Having said this, we can’t help but ask: How can we make young people crazy about a new food product?