Health beverages have evolved from a "niche label" into a core breakout category. Content-driven e-commerce platforms like TikTok have become critical arenas for beverage brands to incubate new products, capture trends, and activate target consumers. How can new products launch with impact? How can channels break through for growth? These have become two key challenges faced by an increasing number of brands.

Amid the content-commerce boom, LIGHTUP shifted its product launch strategy from channel-driven to content-driven. From its founding in 2022 to 2025, it rose to the top of TikTok’s beverage category by leveraging a “clean-label, zero-additive” health concept and youth-focused marketing as dual growth drivers. Through a closed-loop approach of “self-broadcasting + influencer seeding,” the brand not only achieved over RMB 1.6 billion in online sales but also funneled traffic precisely to offline distributors, enabling full-channel penetration.

This topic will dive deep into how LIGHTUP built a beverage growth flywheel suited to the new consumption era through a consumer co-creation product development model, a dual-channel blockbuster strategy, and a real-time feedback system.