非遗茶饮爆红背后：一杯荔枝冰酿如何撬动Z世代消费市场

Core Insights - The "Lychee Ice Brew" from "Grandpa Doesn't Brew Tea" has become a summer sensation, achieving over 80 million topic views on Weibo in a single day, indicating a significant shift in the tea beverage market [1] - The product's success is attributed to the integration of intangible cultural heritage (ICH) and emotional value, reshaping the competitive landscape of the tea industry [1] Group 1: Product and Sales Performance - The "Lychee Ice Brew" incorporates the ICH of Hubei Xiaogan rice brewing techniques, with cumulative sales reaching 38 million cups since its launch in 2018, and it is projected to become the top-selling rice brew milk tea in 2024, surpassing the combined sales of its competitors [2] - The use of unique ingredients, such as "Three Grain Inch" glutinous rice and special honeycomb yeast, provides a distinctive flavor that is difficult for industrial products to replicate [9] Group 2: Emotional Value and Market Trends - Emotional value has emerged as a key factor in the popularity of tea beverages, with products like the "Drunken Limited Edition" targeting young consumers' relaxation needs after work, leading to a significant increase in orders for alcoholic tea drinks after 8 PM [10] - The industry is evolving from focusing solely on taste to enhancing consumer experiences and emotional connections, as seen in various brands' strategies to cater to nighttime consumption [11] Group 3: Marketing and Consumer Engagement - "Grandpa Doesn't Brew Tea" has launched the "YE" series marketing activities to strengthen emotional connections, including tasting parties and pop-up stores, resulting in a 175% increase in orders during events [12] - The trend of "tea + lifestyle" collaborations is gaining traction, with other brands also engaging in cross-industry marketing to enhance customer engagement and boost sales [14] Group 4: Industry Competition and Future Directions - The competition in the tea industry is intensifying, with brands focusing on systematic operational capabilities, such as "Heytea" testing ICH tea workshops and "Naixue" planning eco-friendly packaging for ICH series [16] - The concept of deep consumer interaction, such as involving customers in the rice brewing process, is seen as a potential growth area as product homogenization increases [16]