User Consumption Scenarios - The two classic consumption scenarios for milk tea are self-drinking and social drinking, with distinct user demands and decision-making processes [3][4][5] - In the self-drinking scenario, users make independent decisions based on personal preferences, while in the social scenario, group dynamics influence brand choices [6][10] - Peak ordering times for milk tea on delivery platforms occur between 14:00 and 16:00, indicating a strong social consumption trend during afternoon breaks [3][6] Competitive Analysis - In the self-drinking scenario, milk tea competes with ready-to-drink (RTD) beverages, with acceptable price ranges for milk tea being 10-15 yuan in urban areas [9][12] - The social scenario presents more complex competition, as users are willing to pay a premium (15-30 yuan) for products that fulfill both physiological and social needs [10][12] - The competition landscape includes not only direct milk tea brands but also RTD beverages and coffee, necessitating a broader analysis of pricing strategies [12][13] Product Structure - Milk tea products can be categorized into two main attributes: product attributes (easily replicable and deliverable) and service attributes (localized and dependent on human interaction) [14][18] - The trend indicates a shift towards product attributes in milk tea, with brands attempting to increase service attributes for higher pricing, though this may limit market reach [19][20] Cultural Context - The relationship between product and culture is complex, with tea and coffee cultures not significantly influencing the milk tea market in China [21][25][28] - Brands emphasizing cultural narratives may limit their appeal to broader consumer bases, as most users prioritize taste over cultural associations [29] Product Extension - Brands are encouraged to focus on internal product extensions (new flavors) rather than external (new product categories) to meet user demands effectively [33][34] - The rapid introduction of new products in the milk tea market reflects intense competition, with brands launching numerous new items to attract consumers [41] User Consumption Habits - Milk tea consumption is characterized by a tendency towards variety-seeking, with users willing to try new flavors and products [40][41] - The market is entering a phase of intense competition, leading to a rapid increase in new product launches as brands strive to maintain consumer interest [41] Brand Collaborations - The trend of frequent brand collaborations (149 instances in 2024) serves to enhance brand visibility and attract new consumer segments [42][43] - Collaborations can activate consumer interest in the milk tea category, particularly in the self-drinking scenario where impulsive purchases are common [49] Brand Case Study: Heytea - Heytea's fluctuating market position reflects challenges in maintaining user value amidst increasing competition and changing consumer preferences [50][53] - The brand's reliance on collaborations and pricing strategies indicates a need to clarify its market positioning to sustain growth [53] Membership and Loyalty Programs - The development of membership programs in the tea beverage market is still in its early stages, with many brands struggling to implement effective loyalty strategies [55][56] - A successful membership model requires a shift from customer acquisition to retention, emphasizing the importance of stable consumer relationships [56] Local Economic Model - The local economic model for milk tea shops focuses on meeting specific consumer needs within a defined area, with delivery services expanding market reach [57][58] - Brands are increasingly adopting strategies to enhance order efficiency and customer service capabilities to compete effectively in the market [58] Market Overlap Analysis - Analysis of store overlap among major brands reveals significant competition dynamics, particularly between brands like Luckin Coffee and Bawang Chaji [63][64] - Understanding the competitive landscape and store proximity can inform strategic decisions for market positioning and expansion [64][65]

雪王做梦都没想到， 自己成了别人的供应链。 文 ｜ 王晖 来源｜ 首席品牌观察（ID：pinpaigcbao） 封面来源 ｜ IC Photo 以下文章来源于首席品牌观察 ，作者王晖 首席品牌观察 . 300万消费品牌媒体，快消行业记录者与观察者！聚焦快消与新消费，关注消费趋势与变化 还记得去年蜜雪冰城涨价1元的消息引起的轩然大波吗？ 虽然当时雪王只是针对部分城市部分门店的提价，还是被不少网友吐槽"忘本了"。 没想到，今年随着气温升高，6元一杯的蜜雪冰城柠檬水卖爆了，甚至有人一边付钱一边直呼"太便宜了"。 把柠檬水卖到6块钱的，是一位叫"战凌云"的博主。 通过外卖狂薅蜜雪冰城的羊毛，三个半小时怒赚254元，"战凌云"告诉网友，年轻人创业赚到第一桶金，有时候就是这么简单。 对此，有人感慨"商业奇才竟在我身边"，有人酸成柠檬精"我缺的是这6块钱吗？我缺的是这脑子"。 还有人灵魂发问："这操作合法吗？蜜雪冰城会不会连夜追杀？" 在什么地方买到6元的蜜雪冰城柠檬水觉得是"良心价"？答案很简单，当然是景区。 30多度的高温天气，当游客在景区逛得大汗淋漓，口干舌燥，面对5元的矿泉水，10元的冰棍，虽然会乖乖掏钱，但内心一 ...

Core Insights - Douyin Life Services partnered with CCTV News to launch a live streaming event titled "Foreign Trade Goodies, Buy More, Love Guangdong," aimed at creating a new channel for foreign trade products in domestic sales [1][9] - The event featured major supermarket chains such as CR Vanguard, Yonghui Supermarket, RT-Mart, and Hongqi Chain, showcasing a variety of foreign trade goods and seasonal products from the Greater Bay Area [1][3] Summary by Sections Event Overview - The live streaming event lasted three hours, attracting over 66 million views and generating more than 1.4 million orders, with total transaction value exceeding 5.09 million yuan [1] - Consumers showed strong interest in discount vouchers offered by supermarkets, facilitating a convenient shopping model of "online coupon collection and offline redemption" [1] Product Highlights - The event showcased various foreign trade products, including food, electronics, and household items, with a special focus on seasonal fruits like lychee [1][3] - CR Vanguard introduced a special coupon for lychee, allowing consumers to purchase fresh fruit at a discounted price [3] Supermarket Initiatives - CR Vanguard's Vice General Manager Xu Zhijiang outlined four key measures to support the transition of foreign trade products to domestic sales, including establishing a "direct access" for foreign goods and collaborating with unique foreign enterprises to develop private label products [3][4] - Yonghui Supermarket's representative Lai Shuzhen highlighted their commitment to supporting foreign trade products through expedited listing processes and brand promotion [4] Success Stories - A fish supply company from Zhongshan, Guangdong, successfully adapted its products for the domestic market after collaborating with CR Vanguard, leading to strong sales [4] - Yonghui Supermarket simplified the qualification review process, allowing a new tuna product to be listed in just 15 days, which garnered significant consumer interest during the live stream [4] Future Plans - Douyin Group initiated a "Douyin Foreign Trade Product Support Plan" to assist foreign trade enterprises in expanding their presence in the domestic market, aiming to invigorate offline consumption [8][9]

本期内容转载自公众号「十分之一信箱」 朋友们，周日好。 级)家里妈妈同意爸爸不同意,经常起 纷争 要回答这个问题,看来得把前面两个 问题都回答了才行! 马上又要放假了，你有什么安排？端午假期虽然没有五一那么长，但活动也许更加丰富，尤其这次的假期里还 有一天是儿童节。说不定，你的发现和好奇会比上一个假期冒出来的还要多。不过，现在还得再等一等，还有 五天的课要上呢。这五天里，先从「Knock Knock 世界」选题投递箱里找找好奇心的灵感吧。 下面是来自「Knock Knock 世界」选题投递箱的最新问题。 蜜雪冰城用隔夜柠檬茶,为什么会被 原谅? 好问题!周三我们上线了「蜜雪冰城的 生意经」,在这个基础上,也许我们可 以再来聊一聊消费者是怎么想的。 为什么要请明星代言产品?明星代言 产品后对明星和产品的相互影响是什 么? 这个问题「十分之一」最擅长回答了, 跃跃欲试。 小红书的很多博主,没有直播也没有 广告,他们靠什么挣钱?妈妈是日更跟 有点击,平台就会发钱,那平台怎么挣 钱发给他们? 使用微信「小黄脸表情包」需要付钱 吗?「小黄脸表情包」有没有专利呢?使 用其他表情包也要不要付钱呢? 为什么沙特要买那么多芯片 ...

本期内容转载自公众号「十分之一信箱」 播客「Knock Knock 世界」已经更新到第 23 期了。而且，这周是第一次——全部三期选题，都来自听众投 稿。做「Knock Knock 世界」的时候，我们设想它是少年朋友通向世界的一道任意门，不过没想到的是，少年 朋友们玩转任意门的速度如此之快。好期待你们还会玩出什么新花样来。 现在，先来看看本周由少年朋友们敲开的三扇门分别是什么吧。 每两个带电话手表的少年中就有一位戴 01 的是「小天才」。 02 第一款小天才电话手表是 2015 年 6 月 份发布的,比它的竞争对手足足晚了 2 年。那么，2015年有什么特殊之处? 05 小天才这些有吸引力的功能是自然发生 的吗?其实,它们背后都是由专门的团 03 一个家庭只要打开电视、只要使用主要 的网络应用,就能看到小天才的广告。这 样的广告投入方式不要说初创企业,就 是在实力雄厚的大企业中也非常罕见。 为什么一个刚发布的产品,要花这么多 钱做广告呢? 04 做了这么多广告之后,是不是就意味着 用户一定会买小天才呢?答案是不一定。 所以，小天才还做了什么? 队、有目的地做出的。 06 「碰一碰」是一个有情感的动作,它就像 ...

近日，一则"博主在景区摆摊转卖蜜雪冰城柠檬水"的消息，引发关注。 5月21日，一网友发布视频，称自己正是事件当事人，并简要讲述了事情经过。 该网友表示，自己拍摄倒卖柠檬水视频，初衷是想为粉丝做一个 低成本摆摊创业的实操示范 ，并非以 盈利为目的。让他始料未及的是，这段无心拍摄的视频收获了大量关注，引发广泛讨论。 随着事件发酵，专业法律人士也对此事进行了解读，指出该行为未构成侵权，这让他放下心来。 该网友感慨，这次经历给自己，也给所有年轻创业者都上了深刻一课。 "在开展任何商业活动之前，务 必将'不侵犯他人权益'作为首要前提。" 据此前媒体报道，一位网友发文称，在南京梧桐大道景区，周边仅有售卖矿泉水和冰棍的流动小贩，没 有便利店，一位博主发现商机，通过外卖一次性订购数十杯蜜雪冰城柠檬水，利用外卖保温箱搭配冰瓶 进行保存，在景区道路对面人少却显眼的位置摆摊售卖。 该博主将原价4元的柠檬水定价为6元出售，半小时便售出20杯，随后又下单补货。三个半小时内， 该 博主累计卖出98杯（含自饮2杯），最终获利254元 。 "倒卖蜜雪冰城柠檬水"在网络上引发诸多讨论。有网友称赞博主 思路新奇 ；也有网友质疑，认为该行 为 存 ...

近日，社交平台上，很多网友晒出了"景区摆摊卖蜜雪冰城柠檬水"的视频。不少网友在景区门口、公园门口遇到了专卖蜜雪冰城柠檬水的老年人或年轻人。 据博主"黄腿肠"称，在南京梧桐大道景区，周边只有卖矿泉水和冰棍的流动小贩，没有便利店，一位博主发现商机，通过外卖一次性订购几十杯蜜雪冰城柠檬 水，利用外卖保温箱搭配冰瓶进行保存，在景区道路对面人少却显眼的位置摆摊售卖。 该博主将原价4元（成本3.4元）的柠檬水加价到6元出售，3个半小时内卖出98杯（含自饮2杯），最终获利254元。 此前315前夕，蜜雪冰城因"使用隔夜柠檬片"被曝光，但不仅没有"塌房"，反而相较之前更火爆。 在网上搜索可以发现在不同时间和地点，也有类似摆摊售卖蜜雪冰城柠檬水的视频。还有网友称自己在演唱会场馆外摆摊2小时，通过二次售卖蜜雪冰城的柠檬 水，净收入超200元。 与此同时，相关话题登上热搜。 对此，蜜雪冰城客服表示，已记录相关情况，并反馈给公司相关部门，由专人核实是员工出店售卖还是他人转卖。 此事件也引发了网友对个人转售商品行为的法律边界和商业道德的讨论。 一些质疑者担忧无证经营泛滥可能扰乱市场秩序，若存在饮品保管不当的风险，一旦出事可能牵连品牌方 ...

Core Viewpoint - The collaboration between Mixue Ice City and jewelry brand Zhou Dasheng, featuring the virtual character Xue Wang, has exceeded expectations, showcasing the potential of brand virtual images in cross-industry partnerships [1][18]. Brand Virtual Image Development - Mixue Ice City has successfully transformed its virtual character Xue Wang into a cross-industry IP, leveraging long-term marketing strategies and a relatable persona, unlike many other brands that have struggled to maintain their virtual images [3][10]. - The rise of virtual brand images began around 2021, with various brands exploring this concept, but many failed to sustain interest due to a lack of innovation and emotional connection with consumers [6][9]. Successful Examples and Strategies - Successful virtual characters like Xue Wang and Duolingo's Duo have demonstrated the importance of relatability, humor, and emotional engagement in building a strong brand presence [10][12]. - Xue Wang's character has been developed through various marketing strategies, including viral videos and interactive content, which have helped establish a strong connection with the audience [11][16]. Cross-Industry Collaboration - The recent collaboration between Xue Wang and Zhou Dasheng has resulted in popular products like pendants and charms, indicating the effectiveness of virtual characters in expanding brand reach and appeal [18][21]. - Other brands, such as Peace Elite with its digital spokesperson Jili, have also successfully utilized virtual characters for cross-industry marketing, demonstrating the versatility and potential of this approach [18][19]. Long-term Brand Strategy - Building a successful virtual character requires a long-term commitment to character development and audience engagement, as seen with Mixue Ice City's ongoing efforts with Xue Wang since 2018 [16][21]. - The success of virtual images is closely tied to the brand's overall identity and market understanding, emphasizing the need for a well-thought-out marketing strategy [21].

| 近日，网络上一则"博主在景区摆摊转卖蜜雪冰城柠檬水"的推文引发关注与讨论。相关话题 | | --- | | 冲上热搜第二。 | 发布者"黄腿肠"称，在南京梧桐大道景区，周边仅有售卖矿泉水和冰棍的流动小贩，没有便 利店，一位博主发现商机，通过外卖一次性订购数十杯蜜雪冰城柠檬水，利用外卖保温箱搭 配冰瓶进行保存，在景区道路对面人少却显眼的位置摆摊售卖。该博主将原价4元的柠檬水定 价为6元出售，半小时便售出2 0杯，随后又下单补货。三个半小时内，该博主累计卖出9 8杯 （含自饮2杯），最终获利2 5 4元。 发布者称，这位博主发视频是想反驳有人说他赚不到钱，于是特地出了这个视频。 此外，经视直播记者搜索发现，在不同时间和地点，也有类似摆摊售卖蜜雪冰城的视频，但 视频中并不清楚是蜜雪冰城工作人员摆摊售卖，还是其他摊主转卖。 记者给"黄腿肠"留言咨询，景区内转卖蜜雪冰城柠檬水情况是否属实，发稿前，对方没有回 应。 5月2 0日，经视直播记者就此事致电蜜雪冰城客服。工作人员表示， 已记录相关情况，将反 馈给公司相关部门，后续由专人核实是员工出店售卖还是他人转卖。 这一行为在网络上引发诸多讨论。有网友称赞博主思路新奇， ...

近日，网络上一则 "博主在景区摆摊转卖蜜雪冰城柠檬水" 的推文引发关注与讨论。相关话题 冲上热搜第二。 发布者"黄腿肠"称，在南京梧桐大道景区，周边仅有售卖矿泉水和冰棍的流动小贩，没有便 利店，一位博主发现商机，通过外卖一次性订购数十杯蜜雪冰城柠檬水，利用外卖保温箱搭 配冰瓶进行保存，在景区道路对面人少却显眼的位置摆摊售卖。该博主将原价4元的柠檬水定 价为6元出售，半小时便售出20杯，随后又下单补货。三个半小时内，该博主累计卖出98杯 （含自饮2杯），最终获利254元。 发布者称，这位博主发视频是想反驳有人说他赚不到钱，于是特地出了这个视频。 此外，记者搜索发现，在不同时间和地点，也有类似摆摊售卖蜜雪冰城的视频，但视频中并 不清楚是蜜雪冰城工作人员摆摊售卖，还是其他摊主转卖。 图/网络截图 记者给"黄腿肠"留言咨询，景区内转卖蜜雪冰城柠檬水情况是否属实，发稿前，对方没有回 应。 5月20日，记者就此事致电蜜雪冰城客服。工作人员表示， 已记录相关情况，将反馈给公司 相关部门，后续由专人核实是员工出店售卖还是他人转卖 。 这一行为在网络上引发诸多讨论。有网友称赞博主思路新奇，是"商业奇才"，认为景区内矿 泉水价格 ...