---
title: "Hankou No.2 Factory's \"Hey Dong\" Jelly Bottle: Creating a Z-Generation Hit from Aesthetics to Experience"
description: "A magical jelly soda, do you want to try it? The high-appearance jelly soda from Hankou No.2 Factory, would you like to give it a try? The salted lychee flavored jelly soda that requires 9 vigorous shakes before drinking—would you buy it? Recently, Hankou No.2 Factory launched its new product, \"Hey Dong\" salted lychee flavored jelly soda, which quickly spread across the internet. If you haven't tried it yet, you can head to a nearby convenience store or order it online."
author: "澄韵"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-03-10"
language: "en"
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# Hankou No.2 Factory's "Hey Dong" Jelly Bottle: Creating a Z-Generation Hit from Aesthetics to Experience

> A magical jelly soda, do you want to try it? The high-appearance jelly soda from Hankou No.2 Factory, would you like to give it a try? The salted lychee flavored jelly soda that requires 9 vigorous shakes before drinking—would you buy it? Recently, Hankou No.2 Factory launched its new product, "Hey Dong" salted lychee flavored jelly soda, which quickly spread across the internet. If you haven't tried it yet, you can head to a nearby convenience store or order it online.

A magical jelly soda, do you want to try it?
The high-appearance jelly soda from Hankou No.2 Factory, would you like to give it a try?
The salted lychee flavored jelly soda that requires 9 vigorous shakes before drinking—would you buy it?
Recently, Hankou No.2 Factory launched its new product, "Hey Dong" salted lychee flavored jelly soda, which quickly spread across the internet. If you haven't tried it yet, you can head to a nearby convenience store or order it online.
******-01-****The New Wave Stirred by Generation Z****Is the New Wave of Hankou No.2 Factory** When mentioning Hankou No.2 Factory, one cannot avoid mentioning Generation Z. How to define Generation Z? Many may not yet have a clear standard. Generation Z refers to those born between 1995 and 2009, the so-called post-95s, also known as the network generation or internet generation. In China, Generation Z has a population of 260 million. According to Kantar and Tencent Research, Generation Z's monthly disposable income in 2018 reached 3,501 yuan, 49.23% higher than the national average. It is estimated that by 2020, Generation Z will account for 40% of consumption power, nearly an 18 trillion yuan market. At the same time, they also possess some special characteristics. First, Generation Z cares more about "experience" and is also more "frugal": they try to find the best value and service. Second, Generation Z teenagers have higher living expenses and their preferences can significantly influence family purchasing decisions. This confirms a viewpoint: Generation Z is a group that knows how to spend money but is also the hardest to please. Coincidentally, Hankou No.2 Factory has chosen this group of people with distinct personalities who are willing to actively lead trends. We find that the pace of Hankou No.2 Factory's new product launches, like the waves stirred by Generation Z, comes one after another, constantly impacting everyone's vision.
So, what kind of product is the newly launched Hey Dong? **This product is the first in the Hey Dong series—jelly soda. Its uniqueness lies in the fusion of crushed jelly with dense, bubbly juice soda, creating a dual texture experience.** From the product design perspective, this product continues Hankou No.2 Factory's consistent high aesthetic appeal, using high-end aluminum can packaging, and adopting the anthropomorphic retro illustration style of "Lychee Brother" (a fruit person) to maintain brand consistency.
In terms of taste and experience, it creates a super experience of jelly colliding with soda. The internet-famous lychee flavor, combined with large chunks of jelly containing juice, and a slightly salty pickled taste, offers rich flavor layers to explore. Additionally, it introduces a fun and novel way to drink: shake vigorously 9 times before drinking to blend the large jelly chunks with the juice soda, turning it into jelly soda and providing a unique new experience. Moreover, this product is mixable with other beverages, juices, and alcoholic products, allowing for casual mixing during gatherings, afternoon tea, or relaxing moments at home to create a different flavored drink, likely to be played with in more innovative ways by young people.
With the first new product "Jelly Bottle" in the Hey Dong series offering so many possibilities, the author boldly guesses that if the brand has given Hey Dong the concept of "everything can collide," there will be more brainwaves brewing in this series.
Currently, this new product is available in convenience stores, supermarkets, and e-commerce platforms.
Looking at the successive launches from Hankou No.2 Factory, including the Zhengqi Workshop sparkling water series, the oat milk tea series, and now the new "Hey Dong" series, the brand's ability to create new products is not to be underestimated. All products have been embraced by a large number of young people and received unanimous praise from the industry. This makes one wonder: how does Hankou No.2 Factory become a hit-making machine? Below, the author attempts to analyze from several dimensions of new marketing to reveal the underlying logic behind Hankou No.2 Factory's success in creating viral products.
**-02-****The Underlying Logic of Hankou No.2 Factory****Is Also the Core Logic of New Marketing** Zhao Bo, founder of New Distribution, once said during a sharing on new marketing and digital transformation of new channels: **"Products that don't make you want to take a photo and post on your social media after the first purchase are not qualified good products."** This statement aligns with Hankou No.2 Factory's product philosophy.
As consumer demand shifts from mass to segmented, and as new scenarios and channels become more prevalent, innovative consumer brands are rising, and traditional big brands are also seeking change. With the emergence of new technologies and efficiencies, traditional marketing methods are transforming. Marketing logic requires the reorganization of resources and elements, which is what is called new marketing. New Distribution believes that there are four key words for doing new marketing well: **perception, pleasure, reach, and service.** Behind these eight characters lie the core elements of the new marketing system. Applied to analyzing Hankou No.2 Factory's product logic, we can think from the aspects of product, marketing, and channel. **1\. From Mass to Segmented, the Era of Big Single Products Is Gone** From the product level, the era of big single products has passed. The product logic has shifted from selling one product for one billion to selling ten products for one hundred million. Behind this is the stratification of consumer groups, a shift from mass to segmented. Based on this logic, we see that Hankou No.2 Factory's products have always been loyal to the Generation Z consumer group and change with the trends of Generation Z. **Finding gravity within the same group of people and creating trends is Hankou No.2 Factory's product logic. Because trends will pass, but gravity will not disappear.** Looking at Hankou No.2 Factory's products, they possess the core qualities that a good product should have: high quality, high aesthetics, design aesthetics, storytelling, expressiveness, personification, values, ritual, topicality, cross-border interpretation, and strong IP. **2\. Brand Marketing Is Everywhere** From the marketing level, modern communication has shifted from centralized media to social media, from funnel-style to ripple-style communication. For example, in the past, a TV commercial on CCTV was seen by 1.4 billion people; that's funnel-style communication. Ripple-style communication, on the other hand, spreads outward like ripples, and in the process, different key KOLs can be found to help expand the reach. Why has Hankou No.2 Factory become an internet sensation? It relies on ripple-style communication. Search on Xiaohongshu or Douyin, and you can find tens of thousands of consumer recommendations for Hankou No.2 Factory products. Through rounds of consumer spread, Hankou No.2 Factory has been able to quickly break regional limits and become popular nationwide. At the same time, Hankou No.2 Factory also places great emphasis on the continuous win-win of brand culture, image, and target users. Through diversified communication forms, it actively interacts with users and does visual and precise promotions. Taking the new Hey Dong jelly bottle as an example, on March 7, Hankou No.2 Factory collaborated with celebrity Jin Chen for her Douyin live streaming debut, using fan effects to interact with target users, not only conveying brand image and product philosophy but also achieving precise user sampling. **3\. Channel Strategy Is More Flexible** From the channel level, channels have shifted from deep distribution in the past to precise distribution. In the past mass consumption era, products were distributed offline, and the more outlets they entered, the better they sold. But for new brands, deep distribution requires a lot of time and money. For brands with multiple SKUs and targeting segmented and personalized consumption needs, not overly pursuing deep distribution but starting with short-chain and mid-chain channels may result in faster channel response. For example, Hankou No.2 Factory's deep cooperation with the new retail chain brand KKV is based on the consistency of user groups to match channels. KKV is a collection store positioned as new national trend, focusing on exquisite lifestyle, with the main consumer group being the mainstream Generation Z consumers. The match between the two groups is very high, so the investment efficiency is relatively higher.
Looking at the channel layout for the new Hey Dong series, it covers both online and offline, mainly in convenience stores, supermarkets, and e-commerce channels. As the saying goes, online builds the brand, offline drives sales, and the reverse is also true: offline displays and experiences stimulate online purchases. This is all based on the integrated online-offline scenario logic of new marketing to achieve the unity of brand and sales. **-03-****Hankou No.2 Factory****Finds Fun with Young People** In the new consumption era, all brands are worth redoing. This statement has become the starry sea for countless entrepreneurs. Indeed, more and more innovative brands are breaking into the market pattern once dominated by big brands, finding their own niche battlefields. Hankou No.2 Factory is a typical model student. **This year, Hankou No.2 Factory announced its annual brand proposition: "Insist on creating fun, unchanged for a hundred years."** Obviously, they are extremely loyal to their users, insisting on creating value for that small group of people. Consumers are fickle and won't be loyal to a brand, but brands know they must continuously build the side that is loyal to consumers, because people are never loyal to a brand, but to the part of the brand that is loyal to them. The concept upheld in Hankou No.2 Factory's genes is: the future wave of Chinese beverages is not just about drinks, but about emotional products. Novelty, fun, self-pleasure, and stress relief—contemporary young people like this kind of product interaction, and the brand is constantly creating such products to interact with users, allowing them to always feel the brand's companionship. For example, Pop Mart—what do you think it sells? It's actually emotional value.
In the future, products with psychological and emotional health benefits will expand to more new categories and scenarios. Brands can provide users with emotional connections of stress relief, relaxation, and pleasure through product rituals. Hankou No.2 Factory is also achieving its original aspiration and vision through this method: resonating with contemporary young people, growing with them, facing the future together, and moving toward the future.
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