从立秋限定到更长周期：2025年“秋天第一杯奶茶”生变

Core Insights - The article discusses the evolution of the "Autumn Milk Tea" marketing event, which has transformed from a single-day promotion into a 10-day campaign, reflecting the competitive landscape of the takeaway beverage industry [2][8]. Industry Changes - The "Autumn Milk Tea" event, initially a one-day affair on August 7, has been extended to a 10-day promotional period from August 1 to August 10, allowing brands to implement various marketing strategies throughout the duration [8]. - Brands are increasingly standardizing their product offerings for the event, focusing on high-demand items to optimize inventory management and reduce waste [4][6]. - The tea beverage industry has established more mature replenishment mechanisms and emergency response systems, allowing for efficient stock management during peak sales periods [6]. Marketing Strategies - The event has evolved into a multi-platform promotion, akin to a "Double 11" for the tea beverage sector, with brands leveraging collaborations and influencer marketing to attract consumers [7][8]. - Brands are adopting a dual strategy, using external platforms to attract new customers while simultaneously nurturing existing ones through private channels [12][14]. - Increased promotional efforts, including discounts and subsidies, are being utilized this year to drive higher sales volumes, reflecting a shift from previous years where brands relied on emotional value rather than price reductions [11][12]. Operational Adjustments - Brands are implementing digital systems to better forecast demand and manage inventory, with some companies suggesting a 30% increase in stock based on historical sales data [5][6]. - The extended promotional period has allowed brands to alleviate operational pressure on peak days, enhancing overall efficiency and customer experience [8][10]. Consumer Engagement - The "Autumn Milk Tea" event has become a cultural phenomenon, with consumers viewing it as a ritualistic consumption experience, further driving engagement and sales [10][11]. - Brands are focusing on converting public traffic from promotional events into private customer relationships, aiming to build a loyal customer base through targeted marketing efforts [13][14].