官宣首位星推官，甜啦啦的“产品+营销”组合拳

Core Insights - The article highlights the launch of new products "Watermelon Cool Bucket" and "Green Plum Cool Bucket" by the tea brand Tienlala, aiming to enhance brand presence and target the young consumer market through collaboration with popular idol Zhou Keyu [1][5][8] - Tienlala's strategy focuses on high-quality, affordable products, with the new fruit bucket priced at 9.9 yuan, continuing its value-driven pricing approach [8][12] - The brand's collaboration with Zhou Keyu marks its first use of a celebrity spokesperson, leveraging his popularity to engage with the Z generation and enhance customer interaction [3][5][15] Product Launch and Marketing Strategy - The new "Watermelon Cool Bucket" follows the brand's strategy of combining fresh fruit with classic tea bases, contributing to a diverse product matrix [1][12] - Within seven days of launch, the new products sold over 1 million cups, indicating strong market reception [1] - Tienlala's marketing efforts included a pre-launch challenge on social media, successfully generating buzz and anticipation among fans [4][8] Brand Positioning and Consumer Engagement - Tienlala aims to redefine perceptions of low-cost tea drinks by associating its brand with Zhou Keyu's "sunny and refreshing" image, appealing to younger consumers [5][8] - The brand's focus on the fruit bucket product line has established it as a key identifier in the new tea drink market, enhancing brand loyalty despite the industry's generally low consumer loyalty [7][11] - The collaboration with Zhou Keyu has also led to the introduction of limited-edition merchandise, further increasing consumer engagement and brand interaction [5][8] Supply Chain and Operational Efficiency - Tienlala has built a robust supply chain to ensure low-cost sourcing of ingredients, which supports its pricing strategy [12][13] - The company has established a digital and intelligent supply chain system to quickly respond to the needs of franchisees across the country, with 29 distribution centers established nationwide [13][15] - The brand's commitment to quality is reflected in its stringent supplier selection and management processes, ensuring high-quality ingredients for its products [12][13] Market Growth and Future Outlook - The Chinese ready-to-drink beverage market has seen rapid growth, with a market size increase from 187.8 billion yuan in 2018 to 517.5 billion yuan in 2023, and is projected to reach 1,163.4 billion yuan by 2028 [11] - Tienlala's focus on the lower-tier market positions it well to capitalize on this growth trend, as it continues to innovate and expand its product offerings [11][15]