巨量引擎2021食品饮料行业白皮书.pdf
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巨量引擎 2021 食品饮料行业白皮书
沉几观变·未来可期
CHAPTER 1. 食品饮料行业现状 变中求胜，食品饮料后浪推前浪
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01 市场现状：食品饮料行业增长滞缓，存量市场竞争激烈 ············································ 004
02 渠道之变：电商渠道增长显著，直播带货异军突起 ···················································· 005
03 营销之变：线上热度持续走高，短视频 / 直播成重要营销阵地 ································ 007
04 供需之变：行业推陈出新，新消费品牌陆续涌现 ························································ 008
05 品类之变：传统品类线上声量较高，创新品类快速崛起 ············································· 010
CHAPTER 2. 食品饮料细分领域焦点分析 饮食严选，六大焦点引领舌尖风尚
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01 焦点一：好吃不胖，当代吃货的美好愿望 ······································································013
02 焦点二：低度、混饮，Z 世代的小酌新时尚 ································································· 020
03 焦点三：产品功能化，功能性食品受全网推崇 ···························································· 027
04 焦点四：技术升级，激活“新茶”与“新咖” ········································································031
05 焦点五：年轻人钟情速食，银发族偏爱生鲜 ································································· 039
06 焦点六：酒香也怕巷子深，营销与产品并驾齐驱 ························································ 042
CHAPTER 3. 行业趋势及前景分析 产品之外，大有可为
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需求侧 ········································································································································· 046
渠道侧 ········································································································································· 048
营销侧 ········································································································································· 048
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