Guan Cha Zhe Wang·2025-08-07 14:40Core Insights - The article highlights the significant marketing event of "The First Cup of Milk Tea in Autumn" on August 7, 2025, which has become a hallmark of the new tea beverage industry in China, driving a surge in sales and consumer engagement [1][2][3]. Brand Activities - Over 100 tea brands, including popular names like Mixue Ice City, Yihe Hall, Starbucks, and Luckin Coffee, launched new seasonal products through Meituan during this period [1][5]. - Yihe Hall reported a 258% increase in revenue by 3 PM on the event day, with over 501 stores achieving daily sales exceeding 10,000 yuan [1][3]. - The event saw brands employing various innovative marketing strategies, such as collaborations and promotional offers, to attract consumer attention [3][4]. Platform Support - Meituan and other delivery platforms played a crucial role in facilitating the event, with Meituan launching the "First Cup of Milk Tea in Autumn" campaign and distributing 1 million free cups of milk tea [4][5]. - The collaboration between platforms and brands resulted in over 20,000 beverage stores participating in the event, selling over 53 million cups of drinks on the day [5][6]. Consumer Engagement - The event generated significant consumer excitement, leading to long queues at stores and a surge in online orders, with some brands reporting record sales figures [7][8]. - Despite the high sales volume, many consumers experienced delays in order delivery, highlighting operational challenges faced by brands during peak demand [8].