In the wave of reshaping the consumer market structure, Generation Z has become the main force leading the trend. How to establish a deep connection with this group has become a topic of exploration by many brands. Not long ago, a brand short film from Yuanqi Forest quietly emerged and answered this question - the real youth is not about chasing the trend, but about symbiosis with young people. Only by truly understanding and trusting young people can the brand create high-quality products that the public loves.

"Youqier" short film breaks the circle and uses emotional value to open the hearts of Generation Z.

On May 4th Youth Day this year, a brand short film called "Young, I'm Aura" caused a storm on social media. After it was launched, the number of views quickly exceeded 2 million. The related topics #Young means having aura#, #Young means having this energy#, etc. have caused heated discussions. In the short film, Yuanqi Forest upgrades the "gas impact" of bubbles into spiritual symbols, and embodies the "not admitting defeat and not being frustrated" of young people when facing pressure into bubbles bursting from the bottle. It accurately hits the emotional G-spot of Generation Z with a sentence "Screaming and shouting without leaving your worries, and cheering yourself up."

This is not an accidental marketing victory, but a deep decoding of the Z culture code by Yuanqi Forest. In an era of scarcity of attention, the dialogue between brands and young people has long surpassed functional demands and turned to emotional resonance. For example, in the selection of spokespersons, the brand signed new generation idols such as Xiao Zhan and Gu Ailing. What it valued is not only traffic, but also the resonance between their "unlimited" and "dare to break through" and the brand core.

Understanding young people is the core code for the rapid rise of Yuanqi Forest and its continued occupation of the market highland. According to the survey of the "2024 China Youth Consumption Trend Report", nearly 30% of the young people interviewed will consume because of "emotional value heals the body and mind", and "I am happy if I can't buy a lot of money" has become a popular consumption concept. Young people's consumption concepts have shifted from simply meeting material needs to pursuing spiritual satisfaction. And when brands can accurately translate their language and respond to their emotions, products will naturally become social currency.

Grow up with young people and create good products with love

If the brand short films have achieved emotional resonance with young people, then "Creation Camp 2044" is the encouragement and tribute of the young people's creativity by Yuanqi Forest. In March this year, the "Creation Camp 2044" held by Yuanqi Forest completely handed over the stage of product innovation to young people. During this event, 14 eye-catching products were born, covering the iteration and upgrading of mature product lines such as Yuanqi Forest Sparkling Water, Alien Electrolyte Water, Ice Tea, Haozizai, as well as a variety of creative new drinks. From creative conception to R&D implementation, these products embody the wisdom and enthusiasm of young teams, fully demonstrating the infinite creativity of young people.

Some of these new products created by young people focus on taste innovation, some focus on scene extension, and some focus on emotional transmission. From concept to release, a product requires in-depth market insight and countless trials and improvements to seek the greatest common divisor of the consumer group. Yuanqi Forest is committed to exploring the unique perspectives of young people in product research and development, integrating "a little innovation" into details, allowing young people to define and meet the needs of young people. For example, "Ice Cream Soda" accurately aims at the three key points of spicy detoxification, the cross-border fusion of sweet and sour and milk-containing mixed ice sensation, which truly helps to relieve spicy and greasy detoxification. "Lang" sparkling wine focuses on social scenes for young people, and a can of it can make people just right. "A group of people, wave together." For young people, "wave" is not just fun, but also a kind of vitality that is surging. "Milk soaked wine" perfectly combines the mellowness of milk with the slightly drunkenness of wine, satisfying young people's pursuit of fresh and unique taste. The creativity of the "Tianshan Grandpa" drink comes from the R&D personnel meeting elderly people selling fruits in Xinjiang. The "slow philosophy" of the elderly treating life deeply touched the R&D personnel. The team carefully screened fruits and restored the authentic flavor of fresh fruits. It not only conveys deliciousness, but also a unique expression of young people's aesthetics of life. Not only that, five years have passed, Yuanqi Forest is still making Coke. The 3.0 version of ice lemon cola has comprehensively upgraded the air and taste, and has been constantly innovating and iterating to create a healthy cola for the Chinese.

From creative conception to R&D implementation, these products embody the wisdom and enthusiasm of young teams. As the founder Tang Binsen said: "Yuanqi Forest is not born from great models, marketing, methodology, and professionalism, but from a simple, pure, and love to create. It's okay to be young, rough, difficult, and low success rate. We cannot be without confidence and love for creation." From the prototype of the concept to mature products, Yuanqi Forest always takes the attitude of "backing" to accompany young people to grow up through trial and error, break through in exploration, and proves with practical actions that believing in young people is the best way to create good products.

From accurately understanding the emotional needs of young people, to deeply understanding their pursuit of quality life, and then working with young people to create high-quality products, Yuanqi Forest’s youthful strategy has always revolved around a core logic: true "understanding" is not only about providing good products, but also about growing with young people, building a stage for them to "let love be implemented". When young people have room to release their enthusiasm and creativity, good products will naturally thrive in the soil of love.