Core Insights - The phenomenon of "the first cup of milk tea in autumn" has evolved into a significant cultural and marketing event in China, transcending its initial status as a social media trend [3][4][26] - The event has become a national consumption symbol, reflecting the desire for ritual and emotional connection among consumers [26] Group 1: Evolution of the Event - The rise of "the first cup of milk tea in autumn" has gone through three stages: spontaneous user engagement, brand follow-up, and proactive industry planning [4][11] - In 2020, the trend began with a viral social media post, leading to significant engagement and sales growth for various milk tea brands, with some reporting sales increases of 300-400% [7][11] - By 2021, brands shifted from passive participation to actively leading the conversation, with marketing campaigns starting earlier and becoming more strategic [8][10] Group 2: Marketing Strategies - Since 2022, the event has transformed into a standardized marketing ritual, with brands treating it as a key promotional node similar to traditional festivals [11][12] - Brands have increasingly focused on product innovation and collaborations with popular IPs to enhance engagement and sales, with significant sales spikes reported during the event [12][13] - In 2024, over 200,000 beverage stores participated, selling more than 53 million cups of milk tea, marking a 34% year-on-year increase [13] Group 3: Consumer Engagement - The event has successfully symbolized emotional connections, allowing consumers to express care and affection through the act of purchasing milk tea [15][16] - Low participation costs and simple engagement methods have contributed to the widespread adoption of the event, making it accessible to a broad audience [21][22] - The phenomenon encourages user-generated content (UGC), emphasizing the importance of authentic consumer engagement over traditional brand-driven marketing [22] Group 4: Implications for Brands - Brands are encouraged to create emotional significance around their products, transforming ordinary purchases into meaningful rituals [15][26] - The integration of products with specific seasonal contexts enhances consumer motivation and justifies purchasing behavior [23][24] - The success of this event highlights the need for brands to find unique emotional connections with consumers, establishing their products as essential elements in significant life moments [26]