鹰牌「好参研究所」线下快闪（深圳）

鹰牌「好参研究所」线下快闪（深圳）

2026年10月10日-2026年10月18日

深圳 OneAvenue卓悦中心 中央大街喷泉广场

项目预热

项目现场

鹰牌「好参研究所」线下快闪落地深圳 OneAvenue 卓悦中心中央大街喷泉广场，展期 2026 年 10 月 10 日至 10 月 18 日，是品牌创立四十余年来的首次沉浸式线下快闪，标志着老牌滋补品牌从传统礼品赛道转向面向都市精英人群的场景化体验营销。项目以科研实验室为核心概念，整体空间造型采用简约通透的模块化方盒结构，约 100㎡的户外展厅依托喷泉广场的开放式人流优势，以低饱和度品牌绿为主色调，划分参源沙盘、原料观测、特调试饮、科普打卡、产品售卖五大功能区，将加拿大北纬 41° 黄金参源地的风土、选参标准、萃取工艺转化为可视化装置；制作上兼顾户外防水、快速搭建拆卸，以沙盘、放大镜观测台、嗅觉体验装置替代传统静态展陈，弱化保健品说教感，强化可探索的实验氛围。活动周期内，现场设置花旗参特调试饮、原料对比观察、问答集章、小样兑换等互动，把原料品质、皂苷含量、酒浸萃取工艺等专业信息转化为可感知体验，同步联动小红书、本地生活博主产出科普向打卡内容，跳出滋补品 “送礼” 单一叙事，建立 “日常能量补给” 的新品类认知，形成线下体验种草、线上科普扩散、到店及线上商城转化的营销链路。从行业背景看，国内滋补消费正在从节庆礼品刚需转向年轻人的长期自我养护，鹰牌作为花旗参品类先行者，本次快闪是品牌年轻化转型的关键触点，依托线下研究所的信任感消解滋补品的信息差，唤醒老用户情怀，同时完成对深圳高净值年轻客群的教育，兼顾品牌公信力重塑与新消费市场破圈的双重意义。

Eagle’s “Ginseng Research Lab” pop-up is situated at Fountain Plaza, Central Avenue, OneAvenue Shenzhen, running from October 10 to October 18, 2026. It marks the brand’s first immersive offline pop-up in over 40 years, representing a strategic shift from traditional gifting health supplements to scenario-based experience marketing targeting urban elites. Designed as a minimalist modular box of around 100 sqm with signature brand green, the open-air installation integrates source sand table, raw material observation station, tasting bar, knowledge zone and retail area. Lightweight construction adapts to outdoor conditions and fast assembly, turning ginseng origin, grading rules and extraction technology into interactive exhibits rather than plain posters. Visitors can sample custom ginseng drinks, examine raw roots, complete stamp missions and redeem trial packs. The campaign collaborates with local KOLs to publish educational UGC on social platforms, reshaping the brand positioning from festival gift to daily energy supplement. Against the backdrop of evolving wellness consumption, where tonics are increasingly adopted for self-care instead of gift-giving, this pop-up serves as a trust-building touchpoint. It bridges information gaps, re-engages long-time consumers and educates young high-value audiences in Shenzhen, supporting both brand heritage renewal and breakthrough in new consumer markets.

品牌简介

鹰牌隶属于健康元集团，自 1980 年推出首款花旗参茶冲剂，是国内花旗参品类的开创品牌，“认准这只鹰” 广告语深入人心。品牌甄选加拿大 4-5 年生花旗参，坚持 11-21 天酒浸萃取工艺，依托专业研发实验室管控人参皂苷含量，产品覆盖颗粒、含片、饮品、礼盒等多条产品线。长期以高端滋补、商务礼品为核心赛道，近年发力年轻化转型，面向高压都市群体打造日常养护产品，持续深耕高品质西洋参市场。

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