Opportunities and Challenges of Candy Food Brands in the Digital Economy Context: A Case Study of BABE'S BOTTLE Food Co., Ltd.

With the vigorous development of the digital economy, digital transformation and upgrading have become the inevitable path for enterprise development. Taking BABE'S BOTTLE Food Co., Ltd. as a case study, this paper investigate and assess the opportunities and challenges entailed in the digital transformation and upgrading of Candy Food brands. Candy Food brand is an emerging cultural and creative brand under the background of consumption upgrading, which has attracted much attention for its brand concept of endowing food with the attribute of "play". Through case analysis, this paper discerns that BABE'S BOTTLE'S cultural and creative ice cream has yielded substantial outcomes within the "online + offline" cultural marketing framework, while simultaneously presenting challenges attributable to elevated production costs and dependence on intellectual property.This paper puts forward three suggestions to help similar enterprises achieve digital transformation: establish a full-process digital production and operation system, build a digital management system, and implement a data-driven brand management approach. These proposals hold pertinent reference value for the digital transformation of small and medium-sized cultural and creative enterprises.