从-86℃咖啡到布达拉宫观景位，小众咖啡馆们都在抢场景入场券？

Core Viewpoint - The emergence of the -86℃ coffee trend, initiated by the "三立方丨Mahlkönig Dirty" store, highlights a shift in consumer behavior where the experience and social media appeal of the product outweigh its taste [1][21]. Group 1: Product and Experience - The -86℃ coffee is created using laboratory-grade freezing technology, which enhances the visual appeal and creates a unique drinking experience [3][14]. - The optimal tasting period for the coffee is limited to 30-40 seconds after the milk is poured, emphasizing the urgency and experiential aspect of consumption [4][21]. - Consumers are primarily drawn to the experience of taking photos and sharing on social media rather than the taste itself, indicating a shift towards experiential consumption [12][49]. Group 2: Market Response and Competition - Following the popularity of the -86℃ coffee, various coffee shops across China have introduced similar products, indicating a trend towards unique and experiential offerings in the coffee market [7][20]. - Pricing for the -86℃ coffee varies by region, with Shanghai's "三立方" offering it at 26 yuan, while other cities like Beijing and Chengdu have higher prices, reflecting regional market dynamics [11][12]. - The -86℃ coffee trend is not unique to "三立方," as similar products were previously introduced by other brands, but they did not gain significant traction until now [8][20]. Group 3: Brand Strategy and Positioning - "三立方" was established in 2021 with a focus on affordable coffee, successfully capturing market share through low pricing strategies [23][26]. - The brand differentiates itself through unique design elements and a strong product line, including over 100 merchandise items that enhance customer engagement [30][32]. - The operational model of "三立方" relies on a low-cost structure and a small store footprint, allowing for rapid expansion and competitive pricing against larger chains [35][38]. Group 4: Consumer Behavior and Trends - The trend indicates that coffee is becoming a secondary product in the experience-driven market, where consumers prioritize unique experiences over traditional product attributes [20][49]. - The rise of experiential coffee shops suggests a broader shift in consumer preferences towards niche markets and personalized experiences, as seen in various themed coffee shops [52][69]. - The success of coffee shops is increasingly tied to their ability to create memorable experiences and social media-worthy moments, rather than just the quality of the coffee itself [69].