品牌主动营造场景、区域限定创造稀缺、IP内容强化情感：新茶饮成为城市消费新入口

Core Insights - The dual holiday period of National Day and Mid-Autumn Festival has significantly boosted various consumption sectors, particularly in the new tea beverage category, which has seen brands actively engage consumers through product launches and collaborations [2][5] Group 1: Consumer Behavior - New tea beverages have become essential in holiday consumption, evolving into a staple in many consumers' leisure activities [2][5] - Emotional connections and brand loyalty play a crucial role in attracting consumers, with many customers willing to purchase products not just for taste but for the emotional experience associated with the brand [3][6] - The habit of consuming tea beverages has become ingrained in daily life, with consumers often seeking these drinks during social interactions or breaks, indicating a shift towards habitual consumption [4][6] Group 2: Brand Strategies - Local tea brands are leveraging "brand founder stores + limited economy + IP collaboration" to deepen their integration with urban tourism, effectively reshaping consumer attraction strategies [2][5] - The introduction of region-specific products, such as the "Guangdong limited" series by brands like Ba Wang Cha Ji, exemplifies how tea brands are creating unique experiences that draw tourists and locals alike [5][6] - The combination of creating engaging experiences, regional exclusivity, and emotional branding has allowed new tea beverages to serve as effective conduits for cultural and tourism engagement [6]