Don't make the same nostalgia, "make the Hong Kong style younger" and create a different Hong Kong-style catering brand. Through in-depth research and investigation, it is found that 20-35-year-old white-collar workers often stay up at night with facial masks. They have actual needs for health preservation, but they still cannot accept Chinese-style health preservation. They pursue a relaxed, convenient and fashionable health preservation method. Aoting abalone fishing rice is a brand positioning of health preservation food supplement, which is specially born for the working people who rely on take-out for three meals a day. It can deepen consumers' favorable perception of brands.