大厂造节：外卖平台争夺“秋天第一杯奶茶”

Core Viewpoint - The "First Cup of Milk Tea in Autumn" event has become a significant marketing initiative in the takeaway and milk tea industry, akin to "Double 11" for e-commerce, with increased competition among platforms this year [1][2]. Group 1: Event Overview - The "First Cup of Milk Tea in Autumn" event, initiated in 2020, has evolved into a staple marketing moment for the takeaway industry, with major platforms vying for market share [1]. - This year, over 200,000 beverage stores participated in the event, with more than 53 million drinks sold on the day of the event [4]. Group 2: Platform Strategies - Meituan adopted a "new" strategy by collaborating with over 100 tea brands for new product launches, with at least 250,000 stores involved in the event [2]. - Taobao Shanguo engaged in extensive pre-event marketing, featuring celebrity endorsements and distributing free drink vouchers to attract consumers [4][5]. - JD.com differentiated its approach by promoting "the first bite of fried chicken" instead of milk tea, showcasing a unique marketing strategy [5]. Group 3: Product Launches - Various brands launched new products during the event, including notable items like the "Sunshine Green Grape Ice Milk" from Cha Bai Dao and "Jasmine Green Milk" from Mi Xue Ice City, which quickly became top sellers [2][4]. - The event has led to significant sales for new products, with Mi Xue Ice City achieving over 100 million yuan in transaction value on the event day [4]. Group 4: Industry Trends - The event has consistently driven consumer engagement and sales in the beverage sector, becoming a key trend for tea brands to launch new products [3]. - The competition among platforms has intensified, prompting commitments from Meituan, JD.com, and Ele.me to regulate promotional activities and avoid irrational competition [6].