In recent years, we can see that the consumer base for functional drinks has shown a trend toward younger demographics. With the rapid rise of the young 'nouveau riche' group, how to communicate with these young people who enjoy various pan-entertainment cultural forms such as music, e-sports, nightclubs, and live streaming, and create exclusive functional drinks for them, has become a top priority for many beverage brands. On April 29-30, EDC CHINA, one of the world's largest music festivals, grandly debuted at Shanghai International Music Village. As the official designated energy drink, the young trendy vitality drink EROS, created by 'National Husband' Wang Sicong, also appeared at the electronic music festival, not only serving as the 'vitality charging station' for the 'ten-thousand-person rave' but also using electronic music to present this 'unique' trendy vitality drink to everyone. Born with 'Pan-Entertainment' Trendy Genes EROS Seizes the Young Demographic Launched in May last year, EROS vitality drink was meticulously crafted by Wang Sicong. Unlike traditional old-brand functional drinks, EROS, born with pan-entertainment and internet celebrity genes, is positioned more youthfully and communicates with young consumers through pan-entertainment means such as e-sports, electronic music, games, and live streaming platforms that are favored by today's young consumers. At last year's Ultra China electronic music festival, EROS, as the official designated functional drink, conducted an in-depth communication with young consumers through electronic music. A year later, EROS, which has been soaring in both voice, reputation, and sales, once again heavily invested in the electronic music festival, using electronic music to 'create the strongest brand sound wave'. It is evident that pan-entertainment channels like electronic music not only communicate well with young people but also open their minds and capture the functional drink market for the younger generation. Laying Out at Shanghai EDC Music Festival Using Electronic Music to 'Create' Brand Sound Wave According to the reporter, the EDC electronic music festival, which came to China for the first time, has a history of over 20 years and is the world's largest and strongest electronic dance music festival in terms of scale and lineup. It invites international-level DJs and artists every year and holds a significant position in the hearts of young people. Over the two-day festival, tens of thousands of Ravers were attracted to the scene to 'rave'. Just like at the Ultra China electronic music festival, at this EDC electronic music carnival, Principal Wang Sicong's EROS vitality drink once again became the coolest and most exciting scenery at the festival, serving as the 'vitality charging station' and rave base for many electronic music fans. It brought a self-releasing electronic music carnival feast to young people who love electronic music, and also well interpreted the brand's young and trendy attributes with 'electronic music'. The nightclub-style stage, explosive electronic music, and non-stop beautiful women 'flash mobs' not only made EROS vitality drink a replenishment station for young trendsetters' rave vitality but also a base for young people to go wild, attracting many electronic music fans to participate in interactive activities such as face painting, graffiti walls, photo walls, and Lucky Ball games. In addition, the electronic music theme slogan 'Magic Sound Trendy Can, EROS Creates Excitement' complements the brand's concept of 'Endless Energy', showcasing that EROS vitality drink can inject endless natural plant energy into young people who love electronic music, allowing them to fully enjoy the magic of electronic music through the passion and vitality released by EROS. GABA New Product 'EROS Ji Yin' Also Makes a Splash During the electronic music festival, Chinese football player and former national team member Xie Hui also came to the EROS booth and with great interest tasted and commented on EROS's first-ever GABA new product 'EROS Ji Yin'. It is reported that the first-ever 'EROS Ji Yin' is a lime cactus flavor with a low-sugar formula, optimized based on existing ingredients like guarana and phentermine, with the addition of GABA (γ-aminobutyric acid). From the on-site product photos, 'EROS Ji Yin' adopts a packaging with silver-white and blue-green as the main colors, appearing more fashionable, simple, and elegant. It is worth mentioning that this new product is more user-friendly in details. Unlike the traditional pull-tab of easy-open cans, 'EROS Ji Yin' uses a sealed pull-tab that can be opened and closed at will, making it convenient for those who cannot finish the drink in one go and for carrying around. In addition, from the brand slogan 'Made for the Night' and labels such as refreshing, low-sugar, relaxing, and passionate, we can preliminarily understand that in terms of drinking scenarios, this 'EROS Ji Yin' new product should be more precisely targeted at the nightlife entertainment crowd. Of course, choosing to debut at the electronic music festival also shows the product's electronic music and nightclub attributes. According to the reporter, GABA, whose Chinese name is γ-aminobutyric acid, is a naturally occurring non-protein amino acid that can make people feel relaxed and happy. When the body lacks GABA, it can lead to anxiety, restlessness, fatigue, and worry. Many best-selling drinks abroad contain GABA and are deeply loved by young people. Although it is the first appearance, it is quite popular among young people, and together with the pink can EROS, it has become the 'vitality charging station' for many electronic music fans to rave. New Product Channels More Precise Marketing Continues Pan-Entertainment According to the reporter's analysis, the GABA new product 'EROS Ji Yin', which precisely targets the 'nightclub crowd' from the nightlife entertainment economy, should focus more on nighttime entertainment, leisure, and relaxation venues such as KTVs, bars, disco clubs, wholesale KTVs, performance halls, dance halls, nightclubs, night venues, and clubs. Of course, this new product may also be sold online on e-commerce platforms such as JD.com and Tmall. In terms of marketing and publicity, it is believed that 'EROS Ji Yin' will continue the young trendy brand positioning and follow the pan-entertainment route, with more emphasis on electronic music and nightclub promotion. Standing in the 'post-Red Bull' era of functional drinks, and in the current context of the rise of the 'nouveau riche' and the 'nightlife entertainment' economy, it is believed that the EROS vitality family, 'born with a silver spoon', whether it is the pink can EROS Maca or the newly debuted GABA 'EROS Ji Yin', will definitely meet the needs of young people in different scenarios, win the favor of the new generation of consumers, and become a functional drink brand loved by young people. Friends who are interested in EROS vitality drink can contact them through the following methods: 3. Official WeChat: EROS愛洛 -END-