奶茶接到外卖大战的泼天富贵：茶饮店爆单，股价飘红但未持续

Core Viewpoint - The tea beverage industry experienced a significant surge in sales over the weekend of July 5-6, driven by increased subsidies from delivery platforms, leading to record-breaking order volumes and revenue for many brands [1][12][21]. Group 1: Sales Performance - A tea beverage brand reported total sales exceeding 63 million yuan over the weekend, with individual store daily sales reaching a record of 54,000 yuan [12][14]. - Several brands achieved over 1 million orders within the same two-day period, indicating a substantial increase in consumer demand [12][17]. - The average sales volume for a tea shop increased by approximately 30% to 50% compared to the previous month, with some stores experiencing a staggering 499% increase in sales [8][20]. Group 2: Market Dynamics - The surge in online orders has led to a noticeable decline in in-store customer traffic, as consumers prefer the convenience and lower prices offered by delivery platforms [6][11]. - Major delivery platforms reported a total of over 200 million orders in a single day, reflecting the heightened activity in the food and beverage sector [21][23]. - The competitive landscape intensified with platforms like Taobao launching a substantial subsidy program, resulting in a 190% increase in orders for restaurant brands [21]. Group 3: Stock Market Reaction - Following the sales boom, stock prices for several publicly listed tea companies rose sharply on July 7, although this upward trend was not sustained in the following days [4][21]. - Specific stock price increases included a 5.74% rise for Mixue Ice City and an 11.04% increase for Tea Baidao, although many stocks later experienced declines [24]. Group 4: Operational Challenges - The rapid increase in order volume has put significant pressure on staff and operational capacity, with some stores needing to increase staff numbers to manage the workload [8][11]. - Despite the revenue growth, the reliance on discounts and promotions raises concerns about long-term sustainability and brand loyalty within the industry [25].