Chinanews client, Beijing, August 18 (Zuo Yukun) "Pour coffee cup by cup during busy work is absolutely unambiguous. Looking at the dark circles that can't be eliminated, adding wolfberry to the thermos is not soft." The young people's health regimen can be said to be "wandering in the first half of life, and making soup in the second half" to the extreme.

　　If this is not the case, some companies have spotted this dual demand and created a "Chinese herbal coffee" that sounds like a healthy regimen. But it is not a newcomer on a whim, but a 351-year-old Tong Ren Tang.

Customers are tasting coffee and drinks in a "Tongrentang Zhima Health" store near Shuangjing, Chaoyang District, Beijing. Photo by Hou Yu

Drink "Goji Berry Coffee" and make the most healthy night

　　Speaking of the impression of Tongrentang, it seems that it is always inseparable from the quaint architecture of carved beams and paintings, the old-fashioned containers filled with medicine and the old Chinese doctor with silver hair and white beard. As the most prestigious old drug store in China, Tongrentang was founded in 1669 (the eighth year of Emperor Kangxi of the Qing Dynasty). It has been dedicated to imperial medicine since 1723. It has been 188 years after eight emperors and has a history of 351 years.

　　"I hope that people in the world are not sick, so why not put medicine on the shelf." Even if Tongrentang's sign is brighter, most of the people who come and go are ill. But recently, this "old ancestor" in the pharmaceutical industry who has lived for three and a half centuries suddenly made a big deal, so that everyone can come and go when they are in good health-selling coffee.

　　Goji berry latte, spleen and appetizing American, motherwort rose latte, diuretic swelling and swelling osmanthus honey bean kabu... Does it sound like "inner taste"?

　　"Goji berry latte, we will soften the wolfberry, squeeze the pulp into the coffee. Its effect is to nourish the liver and kidney, people who often stay up late, drinking some wolfberry latte is better." Barista at Tongrentang Coffee Shop Li Shengli introduced that he has been a barista himself for many years. After he came to Tongrentang, he realized that he could understand coffee from the perspective of Chinese medicine. The coffee that relieves wind and relieves pain is matched with Chinese herbs such as wolfberry, tangerine peel and cinnamon, which is refreshing and healthy.

　　But in fact, herbal coffee is just the tip of the iceberg of Tongrentang's crossover.

　　At Tongrentang Zhima Health No.1 Store in Chaoyang District, Beijing, the first floor of the store also provides packaged retail products such as health soup, congee, pastry bread and bird’s nest; on the second floor of the store is the traditional Tongrentang, where registration, consultation, and medicine are available. The service is still complete.

A staff member prepares Chinese medicine in a "Tongrentang Zhima Health" store near Shuangjing, Chaoyang District, Beijing. Photo by Hou Yu

　　Just as Su Xiaohang, the head of Tongrentang Zhima health brand promotion, introduced, coffee is not the focus of Tongrentang's crossover. They hope to use coffee and FMCG products to attract traffic and create a healthy experience space.

　　"In the traditional sense of Tongrentang, what everyone can think of is that I am sick, come to see a doctor, ask a doctor, take a decoction, take a pulse, and go home. In the future, we want to create the same medicine and food, and solve it through diet therapy. , Do something for the big health field." Su Xiaohang said.

Health craze attracts cross-border tide

　　In the recently hit variety show "Sister Riding the Wind and Waves", the scene of Tranquility practising dancing and drinking milk tea went viral. According to Tranquility Weibo, I drank homemade milk tea with Cordyceps sinensis, which attracted many netizens to ridicule: Is this the same as adding wolfberry to beer?

　　"Punk is a game for young people, and health preservation is the patent of middle-aged and elderly people." In many people's eyes, it seems that young people are either throwing hands at nightclubs or "feeding dogs" with youth. But with the gradual collapse of the spine of young people, the rising hairline, and the physical examination report marked with arrows, "young health" has become a hot topic.

　　A recent report on health consumption trends for young people released by an organization shows that more than 90% of post-90s have health awareness, and more than half of post-90s have been on the road to health preservation.

　　The first step on the road to health preservation, of course, is to buy and buy. When working overtime, soak a cup of Guyuan Ointment to replenish vitality, chew two pieces of donkey-hide gelatin cake when your complexion is bad, drink a cup of instant white fungus when your skin is dry, and eat a few black sesame pills when you pull your hair down by touching your head. In this way, the psychological comfort must be pinched to death.

　　"Traditional tonics have grown by more than 20% for two consecutive years; in the past three years, the post-90s generation has become the backbone of online purchases of traditional tonics." CBNData, Alibaba Health and Tmall Appliances jointly released "New Food Fashionism" The report shows.

In July, 10,000 mu of wolfberry in Gaotai, Gansu entered the picking season one after another. The picture shows the drying field in the Gobi Desert with a piece of red wolfberry "stained red". Photo by Zheng Yaode

　　Young people have been well-informed in the health-preserving circle that was "exclusive to the elderly" in the past, and it is not surprising that old-brand famous companies have laid out health-preserving tracks across borders.

　　The Tongrentang family is not the only one targeting coffee. In 2019, Pacific Coffee and Dong Ejiao launched the "Coffee So Many Gum" series of drinks. According to the person in charge of the Pacific Coffee brand, after this series was launched in stores in 7 cities including Beijing, Shanghai, Guangzhou and Shenzhen, the sales volume of new products was more than 30% higher than that of conventional new products.

　　In April 2020, Dong-e-E-Jiao has launched a "healthy little gold bar" Dong-E-E-Jiao powder that can enhance immunity. Using low-temperature vacuum continuous drying technology, the traditional E-Jiao block is turned into a small bag of individually packaged E-Jiao. The powder is not only convenient to carry, but also conducive to storage. It can also be instant-dissolved and can be mixed with other beverages.

　　In the field of health preservation, the "life-sustaining and happy water" for young people is also targeted by companies-milk tea. Last year, Wong Lo Kat launched two "health-care milk tea" products: "Lotus Leaf Dudu Milk Tea" and "Green Cane Crunchy Milk", focusing on solving the problem of delicious milk tea but high calories.

　　It is not difficult to see that in order to adapt to young people's living habits and rhythm of health preservation, these corporate brands are also fighting.

　　“Young people also pay great attention to health preservation, but they choose different carriers, models and products. With the younger age and advancement of health preservation, the entire health preservation market has received more attention from enterprises.” Food industry analyst Zhu Danpeng It is believed that in addition to the time-honored brand of Tongrentang, companies such as By-Health, Biostime, Ausnutria, Feihe and other companies have also been deploying health care products in recent years. The reason is the rise of the young health care consumer market.

Looking for the second spring, the established brands are working hard

　　In fact, the old brands are not just looking at the way of health preservation. In the hot spots that nowadays attract the attention of young people, we can always see the figure of these "old people" who are old-fashioned.

　　To talk about what young people like to eat now, hot pot is absolutely my part. During the epidemic, in a Weibo poll on "What do you want to eat after the epidemic ended", hot pot defeated milk tea barbecue and topped the list. Toothpaste brand Leng Suan Ling has long been eyeing this national delicacy and launched a hot pot toothpaste. The first batch of 4,000 pieces was sold out within half a day.

　　If you have food, you can't drink. The delicious and healthy low-alcohol fruit wine is sought after by young people, and the leading product RIO fruit wine has become a "co-branded sweet pastry". The front foot and Liushen toilet water jointly launched the toilet water cocktail, and the new "ink cocktail" with the "hero" pen on the back foot.

　　RIO e-commerce director Tang Huimin once said in an interview with the media that the "Liu Shen Floral Dew Cocktail" attracted nearly 10,000 Tmall consumers to add to the collection within one day of its launch. The sale starts at 0:00 on the first day, and within 17 seconds, the limited supply of 5000 bottles will instantly light up.

　　"Six God", who also tasted the sweetness, successfully joined hands with KFC, the "representative of the Chinese and Western world" this year, and boldly innovated toilet water coffee and coffee-flavored toilet water.

　　In addition to satisfying the appetite, the "beauty project" must also keep up. The White Rabbit and the Smell Library have jointly launched a fragrance series, including perfume, shower gel, hand cream, body lotion, etc. According to media reports, more than 14,000 pieces of the product were bought within 10 minutes of the product's launch, and a limited edition of 610 fragrance packages were sold out within 3 seconds.

The customer took a photo with the "Big White Rabbit". Photo by Tang Yanjun

　　In addition, there are Luzhou Laojiao perfume, Qiaqia melon seed face mask, Nongfu Spring spray, Wahaha Nutrition Express makeup tray, Xiangpiaopiao nail polish...

　　Frankly speaking, the old brand cross-border, the greater the contrast, the more eye-catching it is. After all, everyone is curious whether he will get drunk after spraying Luzhou Laojiao's perfume, and can he drive? Can drinking Liushen toilet water prevent mosquitoes?

　　However, although the time-honored brand is a "Golden Sign", it is not a "Golden Medal". Huge investment in cross-border fields may also lose money. After a wave of enthusiasm is over, how to retain the new generation of consumers who tend to like the new and dislike the old is the real question.

　　"Give these'old guys' some time and confidence," one consumer commented, "Whether they are advancing with the times or afraid of being abandoned, at least they are still learning modestly, trying hard, and making continuous progress. "(Finish)