在“藥食同源”飲品持續(xù)升溫的當(dāng)下，牛蒡和枸杞這對“養(yǎng)生搭檔”逐漸走進大眾視野。很多人問：“牛蒡枸杞能開發(fā)成茶飲料嗎？怎么做出差異化和高價值感？”作為深耕飲品研發(fā)的從業(yè)者，今天明確告訴你——不僅能做，還能通過精準(zhǔn)創(chuàng)新，從“普通養(yǎng)生茶”升級為“高附加值爆品”，從可行性到價值提升策略，一篇講透！

先解惑：牛蒡枸杞開發(fā)成茶飲料，可行性拉滿！



First clarification: Developing burdock and goji berries into tea drinks is feasible!
牛蒡和枸杞的組合，天生適配茶飲料開發(fā)，具備三大核心優(yōu)勢：

The combination of burdock and wolfberry is naturally suitable for tea beverage development and has three core advantages:
- 認知基礎(chǔ)扎實：“枸杞養(yǎng)腎明目”“牛蒡清體排毒”的觀念深入人心，無需從零教育市場，消費者對二者的養(yǎng)生屬性有天然信任感；

-Solid cognitive foundation: The concepts of "goji berries nourish the kidneys and improve vision" and "burdock clears the body and detoxifies" have deeply penetrated people's hearts, and there is no need to educate the market from scratch. Consumers have a natural sense of trust in the health attributes of both;
- 營養(yǎng)互補性強：牛蒡富含膳食纖維、菊糖、牛蒡苷，主打“清體、促代謝”；枸杞含枸杞多糖、β-胡蘿卜素、維生素A，主打“護眼、補氣血”，二者結(jié)合形成“清養(yǎng)結(jié)合”的功能閉環(huán)；

-Strong nutritional complementarity: Burdock is rich in dietary fiber, inulin, and arctigenin, with a focus on "clearing the body and promoting metabolism"; Goji berries contain polysaccharides from goji berries, beta carotene, and vitamin A, with a focus on "protecting the eyes and replenishing qi and blood". The combination of the two forms a functional closed loop of "clearing and nourishing";
- 工藝適配度高：可通過“低溫萃取+酶解”工藝提取牛蒡的清香和枸杞的甘甜，避免牛蒡的土腥味；也可制成袋泡茶、罐裝即飲茶等多種形態(tài)，生產(chǎn)難度低，產(chǎn)業(yè)鏈成熟（牛蒡主產(chǎn)徐州、枸杞主產(chǎn)寧夏，原料供應(yīng)穩(wěn)定）。

-High process adaptability: The fragrance of burdock and the sweetness of goji berries can be extracted through the "low-temperature extraction+enzymatic hydrolysis" process, avoiding the earthy smell of burdock; It can also be made into various forms such as bagged tea and canned ready to drink tea, with low production difficulty and a mature industrial chain (burdock is mainly produced in Xuzhou, goji berries are mainly produced in Ningxia, and raw material supply is stable).
重點突破：6招提升牛蒡枸杞茶飲料產(chǎn)品價值

Key breakthrough: 6 tips to enhance the value of burdock and goji berry tea beverage products
想在同類產(chǎn)品中脫穎而出，不能只停留在“牛蒡+枸杞”的基礎(chǔ)組合，要從功能、口感、場景等維度深度挖掘價值：

To stand out among similar products, we cannot just stay at the basic combination of "burdock+goji berry". We need to deeply explore value from dimensions such as functionality, taste, and scene:
1. 功能精細化：從“泛養(yǎng)生”到“精準(zhǔn)解決痛點”

1. Refined functionality: from "general health preservation" to "precise pain point resolution"
拒絕“一瓶茶飲料包治百病”的模糊定位，針對不同人群的核心需求做功能細分：

Rejecting the vague positioning of "one bottle of tea beverage can cure all diseases", and segmenting the functions according to the core needs of different groups of people:
“護眼清體”款（職場人群專屬）：強化枸杞β-胡蘿卜素+牛蒡膳食纖維，添加葉黃素（護眼黃金成分），主打“久坐黨清腸+熬夜黨護眼”，包裝標(biāo)注“每瓶含枸杞多糖XXmg、葉黃素XXμg”，精準(zhǔn)觸達25-40歲辦公族；

“控體輕食”款（減脂人群）：采用“牛蒡為主+枸杞為輔”的配比，突出牛蒡菊糖的飽腹感，添加低聚果糖（益生元），主打“0添加蔗糖、低卡清體”，搭配“餐前喝半瓶，減少主食攝入”的飲用場景，吸引健身、控重人群；

“氣血雙補”款（女性群體）：增加枸杞用量，搭配紅棗濃縮汁、桂圓肉，主打“經(jīng)期暖身+日常補氣血”，采用粉色漸變包裝，slogan定為“喝出紅潤好氣色”，契合女性養(yǎng)生需求；

The "Qi and Blood Double Supplement" version (for women): increases the amount of goji berries, paired with concentrated red date juice and longan meat, focusing on "warming up during menstruation+daily Qi and blood supplement", using pink gradient packaging, with the slogan set as "drinking for a rosy complexion", which meets the health needs of women;
“全家養(yǎng)護”款（家庭場景）：均衡牛蒡與枸杞配比，添加維生素C，主打“老少皆宜、日常清養(yǎng)”，推出1.5L家庭共享裝，標(biāo)注“0香精、0色素、0防腐劑”，吸引注重全家健康的精致媽媽。

"Family care" (family scene): balance the proportion of burdock and wolfberry, add vitamin C, focus on "all ages, daily cleaning", launch 1.5L family sharing clothes, mark "0 essence, 0 pigment, 0 preservative", attract delicate mothers who pay attention to family health.
2. 口感升級：打破“藥味重”偏見，打造記憶點

2. Taste upgrade: Break the bias of "strong medicinal taste" and create memory points
牛蒡自帶輕微土腥味，是產(chǎn)品接受度的“攔路虎”，可通過風(fēng)味創(chuàng)新解決：

Burdock has a slight earthy smell and is a "roadblock" to product acceptance. It can be solved through flavor innovation:
- 茶底融合增香：與不同茶底搭配，中和腥味并提升層次感。例如牛蒡枸杞+烏龍（增加蘭花香）、牛蒡枸杞+陳皮普洱（增加陳香回甘）、牛蒡枸杞+茉莉花茶（增加花香清甜），讓產(chǎn)品從“養(yǎng)生茶”變成“風(fēng)味茶”；

-Tea base fusion enhances aroma: When paired with different tea bases, it neutralizes fishy odors and enhances layering. For example, burdock goji berry+oolong (adding orchid fragrance), burdock goji berry+chenpi pu erh (adding aged fragrance and sweet aftertaste), burdock goji berry+jasmine tea (adding floral fragrance and sweetness), transforming the product from a "health tea" to a "flavor tea";
- 天然甜味調(diào)節(jié)：不用白砂糖，改用蜂蜜（棗花蜜、槐花蜜）或甜菊糖苷（天然代糖），保留枸杞的自然甜，同時添加少量甘草片（提味不苦澀），打造“甘潤回甘、無藥味”的適口口感；

-Natural Sweetness Adjustment: Instead of white sugar, use honey (jujube honey, locust flower honey) or steviol glycosides (natural sugar substitutes) to retain the natural sweetness of goji berries, while adding a small amount of licorice slices (to enhance taste without bitterness) to create a "sweet and refreshing, medicinal free" mouthfeel;
- 顆粒感創(chuàng)新：在罐裝茶中添加少量凍干枸杞粒、牛蒡脆片，喝起來有“嚼感”，區(qū)別于普通液體茶飲料，增加飲用樂趣。

-Granular innovation: Adding a small amount of freeze-dried goji berries and burdock chips to canned tea gives it a "chewy" taste, which is different from ordinary liquid tea drinks and increases the enjoyment of drinking.
3. 場景深度綁定：從“單一飲用”到“解決方案”

3. Scene deep binding: from "single drinking" to "solution"
圍繞消費者的高頻生活場景，打造“場景專屬飲品”，提升復(fù)購率：

Create "scene exclusive drinks" around high-frequency life scenarios of consumers to increase repeat purchase rates:
- “餐后解膩”場景：與火鍋、燒烤、自助餐品牌聯(lián)名，推出“小罐裝牛蒡枸杞茶”，主打“吃油吃辣后來一杯，清腸解膩”，設(shè)計成便攜鋁罐，作為餐飲配套飲品；

-Scene of "relieving greasiness after meals": In collaboration with hot pot, barbecue, and buffet brands, we have launched the "Small Canned Burdock Goji Berry Tea", which is designed as a portable aluminum can and serves as a food and beverage accessory. The main theme is "One cup after eating oil and spicy food to clear the intestines and relieve greasiness";
- “辦公輕養(yǎng)生”場景：推出“掛耳式茶包”，主打“辦公室5分鐘泡一杯，護眼又提神”，茶包設(shè)計成簡約商務(wù)風(fēng)，搭配“工作再忙，也要給身體‘放個假’”的文案；

-Scenario of "Office Light Health Preservation": Launching the "Ear Hanging Tea Bag", which focuses on "soaking a cup in the office for 5 minutes, protecting the eyes and refreshing". The tea bag is designed with a simple business style, paired with the slogan "No matter how busy work is, give your body a 'vacation'";
- “秋冬暖飲”場景：開發(fā)熱飲款，在便利店、商超設(shè)置暖飲柜，主打“秋冬喝暖茶，清體不寒涼”，搭配保溫杯贈品活動，拉動秋冬季節(jié)銷量。

-Scenario of "Warm Drinking in Autumn and Winter": Developing hot drink products, setting up warm drink cabinets in convenience stores and supermarkets, focusing on "drinking warm tea in autumn and winter, clear the body without feeling cold", paired with thermos gift activities, to drive sales in autumn and winter seasons.
4. 原料溯源+透明化：建立“信任壁壘”

4. Raw material traceability+transparency: establishing a "trust barrier"
消費者對養(yǎng)生飲品的“原料品質(zhì)”尤為關(guān)注，可通過溯源和透明化提升價值感：

Consumers are particularly concerned about the "raw material quality" of health drinks, which can enhance their sense of value through traceability and transparency
- 核心產(chǎn)區(qū)標(biāo)識：選用“江蘇徐州牛蒡”（國家地理標(biāo)志產(chǎn)品）和“寧夏中寧枸杞”，在包裝上標(biāo)注“源自XX核心產(chǎn)區(qū)”，通過短視頻展示產(chǎn)地種植、采摘、加工過程，傳遞“天然原生態(tài)”理念；

-Core production area identification: Select "Jiangsu Xuzhou Burdock" (National Geographic Indication Product) and "Ningxia Zhongning Goji Berry", label "Originating from XX core production area" on the packaging, and display the planting, picking, and processing process of the production area through short videos, conveying the concept of "natural and original ecology";
- 成分透明化：在包裝背面用“營養(yǎng)成分表+功效解讀”的形式，清晰標(biāo)注每100ml飲品中牛蒡苷、枸杞多糖的含量，以及對應(yīng)功效，用數(shù)據(jù)替代“模糊宣傳”；

-Ingredient Transparency: Clearly label the content and corresponding efficacy of arctigenin and goji berry polysaccharides in every 100ml of beverage on the back of the packaging in the form of a "nutrition table+efficacy interpretation", and replace "vague advertising" with data;
- 有機認證加持：申請有機產(chǎn)品認證，主打“有機牛蒡枸杞茶”，雖然成本略有上升，但能吸引愿意為“高品質(zhì)”買單的中高端消費者，溢價空間提升30%以上。

-Organic certification support: Apply for organic product certification, focusing on "organic burdock goji berry tea". Although the cost has slightly increased, it can attract mid to high end consumers who are willing to pay for "high quality", and the premium space has increased by more than 30%.
5. 形態(tài)創(chuàng)新：適配多元需求，拓展消費場景

5. Form innovation: Adapt to diverse needs and expand consumption scenarios
跳出“瓶裝即飲茶”的固有形態(tài)，設(shè)計更靈活的產(chǎn)品形態(tài)：

Breaking away from the inherent form of "bottled ready to drink tea", design more flexible product forms:
- 濃縮液滴劑：制成高濃度濃縮液，搭配滴管，可直接滴入溫水、牛奶、酸奶中，主打“DIY養(yǎng)生飲品”，小瓶包裝方便旅行攜帶，滿足個性化飲用需求；

-Concentrated Liquid Droplets: Made into high concentration concentrated liquid, paired with droppers, can be directly dripped into warm water, milk, and yogurt. It is a "DIY health drink" and comes in small bottle packaging for easy travel and personalized drinking needs;
- 凍干粉泡騰片：將牛蒡枸杞制成凍干粉泡騰片，遇水快速溶解，添加電解質(zhì)，主打“運動后補水+清體”，適合健身房、戶外徒步等場景，比瓶裝更輕便；

-Freeze dried powder effervescent tablets: Made from burdock and goji berries, freeze-dried powder effervescent tablets dissolve quickly in water, add electrolytes, and focus on "post exercise hydration+body cleansing". Suitable for gyms, outdoor hiking, and other scenarios, they are lighter than bottled ones;
- 禮盒裝組合：推出“牛蒡枸杞茶+養(yǎng)生手冊”禮盒，搭配保溫杯或茶漏，主打“節(jié)日禮品”，瞄準(zhǔn)春節(jié)、中秋等送禮場景，提升產(chǎn)品附加值。

-Gift box set combination: Launch the "Burdock Goji Berry Tea+Health Handbook" gift box, paired with a thermos or tea strainer, focusing on "holiday gifts", targeting gift giving scenarios such as Spring Festival and Mid Autumn Festival, and enhancing product added value.
6. 文化賦能：賦予產(chǎn)品“情感價值”

6. Cultural Empowerment: Empowering Products with Emotional Value
結(jié)合牛蒡枸杞的“藥食同源”歷史，賦予產(chǎn)品文化底蘊：

Combining the history of "medicinal and edible homology" of burdock and wolfberry, endowing the product with cultural heritage:
- 國潮包裝設(shè)計：采用國風(fēng)插畫，展現(xiàn)牛蒡枸杞的生長環(huán)境、傳統(tǒng)炮制工藝，搭配書法字體，打造“國潮養(yǎng)生茶”人設(shè)，區(qū)別于現(xiàn)代簡約風(fēng)包裝；

-China-Chic packaging design: use national style illustrations to show the growing environment of burdock and medlar, traditional processing technology, and match calligraphy fonts to create the "China-Chic Health Tea" artificial design, which is different from modern simple style packaging;
- 歷史故事營銷：挖掘牛蒡枸杞在古代醫(yī)書中的記載（如《本草綱目》中“牛蒡通十二經(jīng)脈”“枸杞久服輕身不老”），通過圖文、短視頻形式傳播，讓產(chǎn)品更有文化厚重感；

-Historical story marketing: excavate the records of burdock and goji berries in ancient medical books (such as "burdock connects the twelve meridians" and "goji berries are light and not old after long-term consumption" in the Compendium of Materia Medica), and spread them through graphics, text, and short videos to make the products more culturally rich;
- 助農(nóng)情懷綁定：聯(lián)動牛蒡、枸杞主產(chǎn)區(qū)的助農(nóng)項目，宣傳“每售出一瓶，助力農(nóng)戶增收XX元”，通過公益屬性提升品牌好感度，吸引有社會責(zé)任感的消費者。

-Linking agricultural sentiment: Linking agricultural assistance projects in the main production areas of burdock and wolfberry, promoting the slogan "Every bottle sold helps farmers increase their income by XX yuan", enhancing brand favorability through public welfare attributes, and attracting consumers with a sense of social responsibility.
最后總結(jié)：產(chǎn)品價值的核心是“用戶思維”

Conclusion: The core of product value is "user thinking"