“排队3小时”“一天上万张不够卖”，美食新晋“顶流”，为什么是它？

Core Insights - The popularity of "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) has surged, with prices reaching up to 40 yuan per skewer and long queues forming in cities like Jinan and Shanghai [1][5]. Product Details - Various types of Nai Pi Zi Tang Hu Lu are being sold at prices ranging from 22.5 to 35.6 yuan, with specific examples including "Shan Zha Bing Nai Pi Zi Tang Hu Lu" at 22.5 yuan and "Minin Nai Pi Zi Bo Luo Mi Strawberries Tang Hu Lu" at 35.6 yuan [2][4]. - The product has been available for about 10 days, with certain flavors like strawberry and green grape selling particularly well [4]. Market Trends - The demand for Nai Pi Zi Tang Hu Lu has led to significant increases in sales, with a reported 109% month-on-month growth in orders for this product category on delivery platforms [10]. - The trend has also resulted in long waiting times for customers, with reports of queues extending up to 3 hours [4][11]. Supply Chain Impact - The surge in demand has caused supply shortages for Nai Pi Zi, with manufacturers struggling to keep up. For instance, one factory reported that they could only produce over 10,000 pieces per day under a three-shift system [11]. - The production of Nai Pi Zi has shifted to meet the new demand, with manufacturers adapting their operations to produce both square and round forms of the product [11]. Consumer Behavior - The rise of Nai Pi Zi Tang Hu Lu reflects a trend where traditional snacks are combined with trendy elements, appealing to consumers' desire for familiar yet novel experiences [14]. - The product's visual appeal and social media-friendly nature have made it a popular choice among younger consumers, contributing to its viral success [14]. Industry Insights - Experts suggest that the success of Nai Pi Zi Tang Hu Lu is indicative of a broader trend in the new consumption era, where consumer demand for innovative and diverse flavors is on the rise [14][15]. - The rapid popularity of such products poses risks of market saturation and competition, emphasizing the need for continuous innovation and quality maintenance to sustain interest [14][15].