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Core Viewpoint - The popularity of "Nai Pi Zi Tang Hu Lu" (milk skin candied hawthorn) has surged this winter, driven by its unique combination of traditional candied hawthorn and Inner Mongolia's milk skin, leading to long queues and significant market interest [1][3][5]. Group 1: Market Trends - "Nai Pi Zi Tang Hu Lu" was first introduced in late 2024 by a traditional candied hawthorn shop in Baotou, Inner Mongolia, and has since become a trending snack [3]. - The hashtag NaiPiZiTangHuLu has garnered over 1.02 billion views on Douyin, indicating its viral spread across social media platforms [3]. - The price of "Nai Pi Zi Tang Hu Lu" has increased significantly, with traditional candied hawthorn priced at 5-8 yuan, while the new variant ranges from 36 to 98 yuan per skewer [5][8]. Group 2: Consumer Behavior - Consumers are willing to wait for hours and pay high prices for a taste of this trendy snack, with some even ordering it from other provinces despite high shipping costs [5][11]. - The phenomenon has led to a stark contrast in consumer sentiment, with some feeling that they cannot afford this "upgraded" street food [7]. Group 3: Industry Response - Major brands like Hema and Xueji Snack have quickly entered the market, with Hema offering "Nai Pi Zi Tang Hu Lu" at a competitive price of 9.9 yuan [7][10]. - The beverage industry has also capitalized on this trend, with brands like Luckin Coffee and Lele Tea launching products featuring milk skin [10]. Group 4: Supply Chain Impact - The surge in demand has created a shortage of milk skin, with local suppliers struggling to keep up, leading to price increases from 7-8 yuan to 16-17 yuan per 100 grams [11][13]. - The stock market has reacted positively, with companies associated with milk skin, such as Sanyuan Foods, experiencing significant stock price increases [14][16]. Group 5: Future Outlook - There are concerns about the sustainability of this trend, as many viral food items have historically seen a rapid decline in popularity [16]. - Despite potential health concerns related to high sugar intake from the product, consumer interest remains strong, suggesting that the trend may continue for the time being [18].