期末周校园垃圾桶，藏着饮品大战的最前线

Core Insights - The competition among beverage brands in university campuses has intensified, particularly during exam periods, as evidenced by the overwhelming presence of coffee and tea packaging in library trash bins [1][5][9] - Social media discussions highlight the significant consumption of beverages by students during finals, indicating a strong market demand [2][4] Industry Overview - The beverage market in universities is characterized by a fierce competition among brands like Luckin Coffee, Kudi, and others, with each brand employing different strategies to capture market share [9][15] - Luckin Coffee has established a significant presence with 29,214 stores as of Q3 2025, with 6.83% of its stores located in schools [11] - Kudi Coffee is also expanding rapidly, aiming to surpass 18,000 stores by December 2025, with 9.42% of its locations in educational institutions [11][13] Market Dynamics - The demand for beverages in university settings is driven by students' high consumption rates, particularly during exam periods, creating a lucrative market for beverage brands [17] - The annual compound growth rate of the campus dining market is projected to be 31.6%, with expectations to exceed 600 billion yuan by 2025, indicating substantial growth potential [17] - Brands are increasingly focusing on campus locations not only for immediate sales but also to build long-term customer loyalty among young consumers [17] Brand Strategies - Different brands are adopting unique strategies to penetrate the campus market, such as Kudi's low-investment store model and Bawang Tea's premium positioning [15][17] - The presence of co-branded packaging suggests that collaborative products are gaining popularity among students, further enhancing brand visibility [8]