Hankou No.2 Factory never disappoints; after a brief silence, it always releases a big move that dazzles everyone. This time, the 'Hey Dong' series from the 'Jelly Meets Everything' line returns with a new flavor, declaring 'Everything Can Dong' to the world—young people, I'm here again. Following the salted lychee and thick milk brown sugar flavors launched earlier this year, the Hey Dong family adds a new member—lactic acid bacteria flavor—enriching the product line and injecting fresh vitality into the market during the peak beverage consumption season. Hey Dong creatively combines jelly with trendy drinks, offering consumers a unique multi-layered sensation through the shake-to-play experience. Moreover, the Hey Dong series is highly mixable with other products. In different consumption scenarios, combined with the shake-to-play method, it creates novel tastes, awakens afternoon vitality, and adds fun to gatherings. 'Everything Can Dong' not only highlights the versatile nature of the Hey Dong series and its creative DIY flavors, but also, through its dynamic interactive play, calls on everyone to 'start Dong,' shake together, break the dull atmosphere, reject boring routines, and restart both body and mind, having fun together. This blend of snack and trendy drink in the Hey Dong series is not just an innovative product fusion; it reflects deep insight into the consumer market. Category Innovation, Insight into Changing Demands With the wave of national trend and the rise of young consumer power, today's young consumers are making different purchasing decisions compared to the previous generation. In the past, consumers sought to drink and drink well, focusing on basic tastes, refreshment, and some functional needs. Now, young consumers require more: emotional satisfaction, experience, and social interaction. Hankou No.2 Factory understands this well. In March this year, Hey Dong launched the salted lychee flavor, leveraging the rich experience of jelly meeting soda, combined with the fun new drinking method of shaking 9 times, creating an unprecedented beverage experience and leading the forefront of category innovation. In less than half a year, Hankou No.2 Factory seems to have found new ways, not only to communicate with young people through products but also to encourage them to explore their imagination through different flavors and scenario-based marketing, getting them to move and play. For example, when staying at home alone, take a big sip to start a taste bud journey; during afternoon tea with friends, chat and shake; during work breaks, shake away unhappiness and melt your mood with one sip. Whether you shake 9+ times or 99+ times, it's entirely up to you. Clearly, the Hey Dong series fits seamlessly into various life and work scenarios of young people. It's not just a drink; it's more like a fun tool for solo moments or social interactions. Combining insights into young consumers' needs with the snack-mix-drink trend, Hankou No.2 Factory has demonstrated strong R&D capabilities, not limiting the Hey Dong series to the product itself but integrating different flavors with practical scenario-based play. The thick milk brown sugar flavor, after shaking, blends fragrant milk tea with thick milk brown sugar, delivering a soul-stirring taste and texture, perfect for work breaks to set aside worries and enjoy brief joy; The lactic acid bacteria flavor, specially added with Bifidobacterium, after shaking, combines lactic acid bacteria with jelly soda, serving as an appetizer before meals and aiding digestion after meals. While regulating intestinal flora balance, the refreshing taste satisfies the palate; The salted lychee flavor, after shaking, merges refreshing lychee juice with smooth and chewy jelly, adding a slightly salty pickled flavor for a rich layered taste, making it the atmosphere booster for girls' gatherings. Different flavors, different play methods, and also different design styles: the salted lychee flavor features a sweet pink bottle, perfect for street snaps and posing; the lactic acid bacteria flavor has a refreshing blue bottle with cute and lively illustrations, high on aesthetics; the thick milk brown sugar flavor adopts a hip-hop dynamic design, rocking together to show full vitality. The Hey Dong series truly integrates flavor + visual + drinking scenarios, all stemming from Hankou No.2 Factory's strong innovation capability in product design and its meticulous insight into the consumer market. As the 'jelly + drink' category expands, we might also see combinations of jelly with alcohol, milk, coffee, or even tea, linking more scenarios. The rich Hey Dong series will bring us more fun experiences. Multi-Scenario Development, Multi-Channel Expansion Once we understand the market insight behind the Hey Dong series, the corresponding purchase scenarios become clear. In the FMCG field, we used to pursue coverage and distribution rates. Now, for products like Hey Dong that satisfy experience and emotion, precise distribution is the most appropriate approach. Hankou No.2 Factory starts with short-chain and mid-chain channels, concentrating resources on matching consumption and purchase scenarios to achieve online and offline omni-channel reach. It appears in places where young people frequently shop, at events where they play, and in brand scenarios they prefer, continuously showcasing and playing and having fun with the young generation. For example, the salted lychee flavor, centered around music festivals, outdoor activities, and check-in selfie scenarios, is more suitable for collaborations with trendy sports events, brand co-branding, music festivals, and livehouses, leveraging online communication and offline experiences to achieve full-channel coverage. The afternoon tea scenario for the thick milk brown sugar flavor is better suited for office buildings, universities, and premium supermarkets in business districts, such as blt, Ole, convenience stores like FamilyMart and 7-Eleven, and new retail like Hema, channels where precise target groups gather. The appetizing and health attributes of the lactic acid bacteria flavor make it suitable for helping Hey Dong penetrate the catering channel through dining scenarios, and perhaps through catering channel expansion, it can feed back more drinking scenarios for the flavor. Through just three flavors of Hey Dong, we can see Hankou No.2 Factory's understanding and insight into consumption and purchase scenarios, with multiple product lines adapting to different channels and scenarios. If the retro glass bottle soda series, focusing on the revival of national brands, successfully made Hankou No.2 Factory an innovative player in the beverage industry, then the 'Hey Dong' series, focusing on 'jelly meets everything,' is a key driver for Hankou No.2 Factory to break through innovation and achieve second-phase growth. Everything Can Dong, Fun Without Interruption With more flavors of the Hey Dong series hitting the market, Hankou No.2 Factory has gone all out in marketing, collaborating with brands like Midea Midea, Harbin Beer, Jack & Jones, and Skullcandy, organizing blue-V activities with diverse play methods to strengthen consumer brand memory and showcase the fun-making spirit of this national trend beverage brand. Hankou No.2 Factory has always been able to hit consumers' happy switch, bringing freshness with brilliant creativity. As a trendy drink brand, it adheres to the gene of 'making fun,' continuously iterating products, essentially persisting in progress and progressing together with young people. At the same time, it focuses on brand visuals, product design, and IP crossovers, emphasizing communication with users on brand concepts like national trend and fun, thereby enhancing user participation and increasing user stickiness. Kimi reveals that the reason the brand 'Hankou No.2 Factory' can continuously innovate is that our team is part of the core consumer group; we are the KOLs ourselves. We know what young consumers like and prefer. Simply put, 'I understand you.' When the taste and visuals of a product resonate and empathize with young consumers, a hit product is a natural outcome. After nearly two years of accumulating consumer insights and brand recognition, and building a downstream channel highway, the next step for Hankou No.2 Factory is to use products as a carrier to continue making fun. Through a 'refreshing' product matrix, it continuously provides consumers with innovative flavors—the kind that makes them say, 'This is the taste I want.' Hankou No.2 Factory's insistence on making fun is essentially conveying a spirit of continuous innovation. What eye-catching products and surprising play methods will come next? We look forward to it endlessly. Are you 'watching' me?