This indeed represents a core pain point in the industry. Adopting a dual-track strategy of "deep operation of ordinary food" and "health foodification of core single products" is the key to breaking the deadlock.

For a vast array of common food products (such as most solid beverages, compressed candies, and herbal teas), it is imperative to abandon the mindset of skirting around "efficacy" altogether. The strategic core should shift towards "creating perceivable experiential value" and "delivering professional knowledge". Specifically, in terms of marketing, the focus should move from "promoting efficacy" to "educating about ingredients and advocating for lifestyles". For instance, a solid beverage containing prebiotics and dietary fiber should not mention "improving intestines", but rather educate users about intestinal health knowledge and the importance of dietary fiber through a series of content, allowing users to make their own healthy choices. At the same time, efforts should be made to optimize taste, packaging design, and convenience, making it a "healthy, delicious, and stylish" daily consumer product, thereby establishing brand preference.

On the other hand, enterprises must plan to invest resources in registering 1-2 core single products with the greatest market potential and clear efficacy as "health food" (i.e., obtaining the "blue hat"). Although this process is time-consuming and costly, its strategic value is extremely high. Approved "blue hat" products are not only direct sales tools, allowing legal promotion of approved health functions, but also greatly enhance the credibility and professional image of the entire brand. They can feed back into the entire product line, becoming a "trust certificate" for the brand, making consumers believe that if this company can even pass the most stringent approvals, its ordinary food products must also be more trustworthy. Therefore, maintaining market breadth and cash flow with ordinary food products while establishing brand height and trust depth with "blue hat" products, following a dual-track approach, is a rational choice in response to the current regulatory environment.