外卖补贴退坡 头部品牌通过差异化上新等方式留住消费者

Core Viewpoint - The recent takeaway subsidy war has significantly impacted the new tea beverage industry, with participating brands experiencing short-term sales growth while non-participating brands face declining single-store performance [1] Group 1: Impact of Subsidy War - Brands actively involved in the subsidy war have shown a noticeable increase in sales in the short term [1] - Brands that did not participate in the subsidy war have seen a significant decline in single-store data [1] Group 2: Concerns Raised by Industry Leaders - Several executives from listed new tea beverage companies highlighted the drawbacks of the subsidy war during earnings calls [1] - The subsidy war may lead to consumer "price dependence," which could disrupt the pricing structure of brand products [1] - Franchisees are burdened with the cost of subsidies, leading to a situation where revenue increases do not translate into profit, affecting long-term stability [1] Group 3: Future Outlook - A reduction in takeaway subsidies is anticipated in the second half of the year [1] - Leading brands are focusing on differentiated product launches and optimizing store operational efficiency to enhance quality and retain consumers [1]