要研發(fā)出適合當(dāng)前市場(chǎng)的黃芪與紅棗飲料，需從市場(chǎng)趨勢(shì)、配方優(yōu)化、工藝創(chuàng)新、法規(guī)合規(guī)及消費(fèi)者需求等多維度綜合施策。以下是具體策略：

To develop Huangqi and jujube beverages suitable for the current market, comprehensive measures need to be taken from multiple dimensions such as market trends, formula optimization, process innovation, regulatory compliance, and consumer demand. The following are specific strategies:一、精準(zhǔn)定位市場(chǎng)需求



1、 Accurately positioning market demand把握健康消費(fèi)升級(jí)趨勢(shì)

Grasp the trend of upgrading health consumption當(dāng)前飲料市場(chǎng)正從 “成分安全” 向 “生理健康 + 情緒療愈” 復(fù)合價(jià)值躍遷。黃芪與紅棗的組合需強(qiáng)化 “補(bǔ)氣養(yǎng)血”“抗疲勞” 等功能性標(biāo)簽，同時(shí)融入 “傳統(tǒng)養(yǎng)生” 的情感共鳴，例如通過(guò)包裝設(shè)計(jì)傳遞 “平衡”“舒緩” 的情緒價(jià)值?？蓞⒖枷愀厶?“蘋果茶” 配方，將黃芪、紅棗與蘋果、桂圓結(jié)合，既提升口感又強(qiáng)化養(yǎng)生場(chǎng)景。

鎖定核心消費(fèi)群體

Lock in the core consumer group年輕白領(lǐng)：主打 “0 糖 0 脂”“便捷即飲”，采用小瓶裝（如 500ml）和時(shí)尚包裝，契合其快節(jié)奏生活需求。

Young white-collar workers: focusing on "0 sugar, 0 fat" and "convenient ready to drink", using small bottles (such as 500ml) and stylish packaging, meeting their fast-paced lifestyle needs.養(yǎng)生家庭：推出家庭裝或禮盒裝，強(qiáng)調(diào) “天然原料”“傳統(tǒng)工藝”，吸引注重家庭健康的消費(fèi)者。

Healthy Family: Launch family or gift box sets, emphasizing "natural ingredients" and "traditional craftsmanship" to attract consumers who value family health.運(yùn)動(dòng)人群：添加電解質(zhì)或膳食纖維，開(kāi)發(fā) “運(yùn)動(dòng)恢復(fù)型” 飲品，滿足運(yùn)動(dòng)后補(bǔ)充能量的場(chǎng)景需求。

Sports enthusiasts: Add electrolytes or dietary fiber to develop "exercise recovery" drinks to meet the demand for replenishing energy after exercise.差異化競(jìng)爭(zhēng)策略

Differentiated competitive strategy目前市場(chǎng)上黃芪紅棗飲料多以 “祛濕”“溫補(bǔ)” 為賣點(diǎn)（如元?dú)馍趾米栽?、盒馬蘋果黃芪水）?？赏ㄟ^(guò)以下方式突圍：

At present, many Huangqi and jujube drinks on the market are marketed for their "dampness dispelling" and "warm nourishing" properties (such as Yuanqi Forest's "Good Freedom" and Hema Apple Huangqi Water). You can break through through through the following ways:成分創(chuàng)新：添加蘋果、枸杞、菊花等食材，中和黃芪苦味并豐富口感層次。

Ingredient innovation: Adding ingredients such as apples, goji berries, chrysanthemums, etc. to neutralize the bitterness of astragalus and enrich the taste hierarchy.工藝升級(jí)：采用 HPP 超高壓殺菌技術(shù)，保留天然風(fēng)味和活性成分，同時(shí)延長(zhǎng)保質(zhì)期至 45 天，突破傳統(tǒng)熱灌裝的口感局限。

Process upgrade: Adopting HPP ultra-high pressure sterilization technology, retaining natural flavor and active ingredients, while extending shelf life to 45 days, breaking through the taste limitations of traditional hot filling.場(chǎng)景延伸：開(kāi)發(fā) “冷泡型” 或 “凍干顆粒” 產(chǎn)品，滿足辦公室、旅行等多樣化飲用場(chǎng)景。

Scenario extension: Develop "cold foam" or "freeze-dried granules" products to meet diverse drinking scenarios such as offices and travel.二、科學(xué)優(yōu)化配方與工藝

2、 Scientifically optimizing formulas and processes基礎(chǔ)配方研發(fā)

Basic formula research and development原料配比：參考已有研究，黃芪提取液占混合液的 70%、加水量 6 倍，蜂蜜與白砂糖按 1:2 比例添加（總添加量 5%），檸檬酸 0.03%，CMC-Na 0.35% 作為穩(wěn)定劑。此配方可平衡黃芪的清苦與紅棗的甜潤(rùn)，實(shí)現(xiàn)酸甜適口的感官體驗(yàn)。

脫苦技術(shù)：采用輻照預(yù)處理（75 kGy 劑量）或超聲波提?。üβ?65 W、溫度 60℃），降解黃芪纖維結(jié)構(gòu)，降低苦味物質(zhì)含量，同時(shí)提高多糖提取率（從 6.78% 提升至 12.56%）。

Bitter removal technology: using irradiation pretreatment (75 kGy dose) or ultrasonic extraction (power 65 W, temperature 60 ℃) to degrade the fiber structure of Astragalus membranaceus, reduce the content of bitter substances, and increase the polysaccharide extraction rate (from 6.78% to 12.56%).功能性成分強(qiáng)化

Functional component enhancement黃芪多糖提?。和ㄟ^(guò) γ 射線輻照預(yù)處理結(jié)合水提醇沉法，可使多糖提取率提升 5.78 個(gè)百分點(diǎn)，且抗氧化活性顯著增強(qiáng)（DPPH 清除率 IC??從 5.23 mg/mL 降至 2.78 mg/mL）。

Astragalus polysaccharide extraction: By combining gamma ray irradiation pretreatment with water extraction and alcohol precipitation method, the polysaccharide extraction rate can be increased by 5.78 percentage points, and the antioxidant activity is significantly enhanced (DPPH clearance rate IC ?? decreased from 5.23 mg/mL to 2.78 mg/mL).紅棗營(yíng)養(yǎng)保留：采用果膠酶酶解技術(shù)（0.1% 添加量），促進(jìn)紅棗中維生素 C 和有機(jī)酸的釋放，同時(shí)改善飲料的澄清度。

Nutritional retention of red dates: Using pectinase enzymatic hydrolysis technology (0.1% added amount) to promote the release of vitamin C and organic acids in red dates, while improving the clarity of the beverage.穩(wěn)定性與保質(zhì)期控制

Stability and shelf life control殺菌工藝：采用 HPP 超高壓殺菌（400-600 MPa、4℃），在殺滅微生物的同時(shí)保留天然風(fēng)味，避免傳統(tǒng)高溫滅菌對(duì)多糖活性的破壞。

Sterilization process: HPP ultra-high pressure sterilization (400-600 MPa, 4 ℃) is used to kill microorganisms while retaining natural flavor, avoiding the damage to polysaccharide activity caused by traditional high-temperature sterilization.穩(wěn)定性測(cè)試：通過(guò)高溫（60℃、10 天）、高濕（RH 90%、10 天）和強(qiáng)光（4500±500 lux、10 天）試驗(yàn)，驗(yàn)證產(chǎn)品在儲(chǔ)運(yùn)過(guò)程中的穩(wěn)定性，確保保質(zhì)期內(nèi)無(wú)分層、沉淀或風(fēng)味劣變。

Stability testing: Through high temperature (60 ℃, 10 days), high humidity (RH 90%, 10 days), and strong light (4500 ± 500 lux, 10 days) tests, verify the stability of the product during storage and transportation, ensuring no delamination, precipitation, or flavor deterioration during the shelf life.三、合規(guī)與品質(zhì)保障

3、 Compliance and Quality Assurance法規(guī)遵循

Compliance with regulations黃芪與紅棗已納入《藥食同源物質(zhì)目錄》，可合法用于食品生產(chǎn)。但需注意：

Huangqi and jujube have been included in the "Catalogue of Medicinal and Food Homologous Substances" and can be legally used in food production. However, it should be noted that:宣傳邊界：避免使用 “治療”“預(yù)防疾病” 等醫(yī)療術(shù)語(yǔ)，改用 “增強(qiáng)免疫力”“改善氣血” 等保健性表述。

Promotion boundary: Avoid using medical terms such as "treatment" and "prevention of diseases", and instead use health expressions such as "enhancing immunity" and "improving qi and blood".標(biāo)簽規(guī)范：明確標(biāo)注原料來(lái)源（如 “道地黃芪”“陜北紅棗”）及功能性成分含量（如多糖、維生素 C）。

Label specifications: Clearly label the source of raw materials (such as "authentic Huangqi" and "Shaanbei jujube") and the content of functional ingredients (such as polysaccharides and vitamin C).品質(zhì)管控

Quality control原料溯源：建立黃芪、紅棗的種植基地合作，確保原料無(wú)農(nóng)殘、重金屬超標(biāo)。例如選擇子洲縣黃芪、陜北紅棗等道地產(chǎn)區(qū)。

Raw material traceability: Establish cooperation in planting bases for Astragalus membranaceus and Red dates to ensure that the raw materials are free from pesticide residues and excessive heavy metals. For example, choosing authentic production areas such as Huangqi in Zizhou County and red dates in northern Shaanxi.檢測(cè)體系：定期對(duì)成品進(jìn)行微生物（菌落總數(shù)＜100 CFU/mL）、理化（總酸 0.028%-0.32%）及功能性指標(biāo)（多糖含量≥6.98%）檢測(cè)，確保符合食品安全標(biāo)準(zhǔn)。

Testing system: Regularly conduct microbiological (total colony count<100 CFU/mL), physicochemical (total acid 0.028% -0.32%), and functional index (polysaccharide content ≥ 6.98%) testing on finished products to ensure compliance with food safety standards.四、營(yíng)銷與渠道創(chuàng)新

4、 Marketing and Channel Innovation品牌敘事與視覺(jué)設(shè)計(jì)

Brand Narrative and Visual Design文化賦能：結(jié)合中醫(yī) “氣血調(diào)和” 理論，講述黃芪與紅棗的傳統(tǒng)養(yǎng)生故事，例如引用《本草綱目》對(duì)黃芪的記載，增強(qiáng)產(chǎn)品的文化底蘊(yùn)。

Cultural Empowerment: Combining the theory of "Qi and Blood Harmony" in traditional Chinese medicine, tell the traditional health stories of Huangqi and jujube, such as quoting the record of Huangqi in the Compendium of Materia Medica, to enhance the cultural heritage of the product.包裝升級(jí)：采用環(huán)保 PET 瓶或可降解材料，設(shè)計(jì)簡(jiǎn)約國(guó)風(fēng)圖案，同時(shí)加入互動(dòng)元素（如掃碼獲取養(yǎng)生食譜），吸引年輕消費(fèi)者。

Packaging upgrade: using environmentally friendly PET bottles or biodegradable materials, designing simple Chinese style patterns, and adding interactive elements (such as scanning codes to obtain health recipes) to attract young consumers.全渠道滲透

Omnichannel penetration線上渠道：通過(guò)電商平臺(tái)（天貓、京東）和社交媒體（小紅書、抖音）進(jìn)行內(nèi)容營(yíng)銷，發(fā)布 “黃芪紅棗飲的 100 種喝法” 等 UGC 內(nèi)容，利用 KOL 種草提升曝光。

Online channel: conduct content marketing through e-commerce platforms (Tmall, JD) and social media (Xiaohongshu, Tiktok), release UGC content such as "100 kinds of drinking methods of astragalus red jujube drink", and use KOL grass planting to increase exposure.線下布局：入駐精品超市（Ole、盒馬）、便利店（7-Eleven）及健康食品專賣店，同時(shí)與健身房、養(yǎng)生館合作開(kāi)展體驗(yàn)活動(dòng)。

Offline layout: settle in boutique supermarkets (Ole, Hema), convenience stores (7-Eleven), and health food specialty stores, and cooperate with fitness centers and health centers to carry out experiential activities.差異化定價(jià)策略

Differentiated pricing strategy大眾市場(chǎng)：500ml 瓶裝定價(jià) 3.9-6.9 元，對(duì)標(biāo)元?dú)馍趾米栽诘雀?jìng)品，通過(guò)促銷活動(dòng)（如 “買二送一”）吸引價(jià)格敏感型消費(fèi)者。

Mass market: The 500ml bottle is priced at 3.9-6.9 yuan, benchmarking against competitors such as Yuanqi Forest and Haozi, and attracting price sensitive consumers through promotional activities (such as "buy two get one free").高端市場(chǎng)：推出 1L 家庭裝或禮盒裝（含黃芪片、紅棗干等配料），定價(jià) 29.9-59.9 元，主打 “天然原料”“古法熬制” 概念，瞄準(zhǔn)禮品市場(chǎng)。

High end market: Launch 1L family or gift box sets (including ingredients such as Huangqi tablets and dried red dates), priced at 29.9-59.9 yuan, focusing on the concept of "natural ingredients" and "ancient cooking methods", targeting the gift market.五、持續(xù)迭代與用戶反饋

5、 Continuous iteration and user feedback動(dòng)態(tài)市場(chǎng)監(jiān)測(cè)

Dynamic Market Monitoring通過(guò)電商平臺(tái)評(píng)論、社交媒體輿情及線下試飲反饋，實(shí)時(shí)收集消費(fèi)者對(duì)口感、包裝、功效的意見(jiàn)。例如針對(duì)用戶提到的 “微苦” 問(wèn)題，可進(jìn)一步優(yōu)化脫苦工藝或調(diào)整黃芪比例。

Real time collection of consumer opinions on taste, packaging, and efficacy through e-commerce platform reviews, social media public opinion, and offline taste feedback. For example, in response to the issue of "slight bitterness" mentioned by users, the bitterness removal process can be further optimized or the proportion of astragalus can be adjusted.產(chǎn)品矩陣擴(kuò)展

Product Matrix Expansion季節(jié)限定款：夏季推出 “黃芪紅棗檸檬茶”（添加 NFC 檸檬汁），冬季推出 “桂圓黃芪熱飲”，滿足季節(jié)性需求。

Seasonal limited edition: "Huangqi Red Date Lemon Tea" (with NFC lemon juice added) is launched in summer, and "Guiyuan Huangqi Hot Drink" is launched in winter to meet seasonal needs.跨界聯(lián)名：與茶飲品牌（如喜茶、奈雪）合作開(kāi)發(fā)特調(diào)飲品，或與運(yùn)動(dòng)品牌推出 “運(yùn)動(dòng)補(bǔ)給套裝”，擴(kuò)大消費(fèi)場(chǎng)景。

Cross border collaboration: Collaborate with tea beverage brands such as Heytea and Nayuki to develop special drinks, or launch a "sports supply set" with sports brands to expand consumer scenarios.技術(shù)持續(xù)創(chuàng)新

Continuous technological innovation關(guān)注新興提取技術(shù)（如超臨界 CO?萃取）和功能性成分（如后生元、蝦青素），未來(lái)可探索 “黃芪紅棗 + 益生菌” 等復(fù)合配方，提升產(chǎn)品的科技附加值。

Pay attention to emerging extraction technologies (such as supercritical CO ? extraction) and functional ingredients (such as epigenetics and astaxanthin), and explore composite formulas such as "Huangqi jujube+probiotics" in the future to enhance the technological added value of products.結(jié)語(yǔ)