蜜雪冰城“杀入”农村大席，网友：比雪碧可乐好喝

Core Insights - The article highlights the rising popularity of Mixue Ice City as a beverage choice at rural banquets across various provinces in China, replacing traditional soft drinks like Sprite and Coca-Cola [1][3] - The trend indicates a shift in consumer preferences towards new tea beverages, which are becoming a staple at various social gatherings, including weddings and celebrations [5][6] Group 1: Market Trends - Mixue Ice City is increasingly being chosen for rural banquets, with a significant number of orders reported, such as 100-300 cups for a wedding, which can represent a substantial portion of daily sales for stores [3][5] - The average expenditure for beverages at a banquet is approximately 750 RMB for 150 guests, which is 3 to 4 times higher than traditional bottled drinks, yet consumers are willing to pay for this new style of hospitality [5][6] Group 2: Competitive Landscape - Other brands like Heytea and Bawang Tea are actively entering the banquet beverage market, moving from passive to proactive strategies to capture this growing demand [6][8] - Promotions such as group discounts and delivery services are being implemented by various brands to facilitate bulk orders, making it easier for consumers to choose new tea beverages for events [11][13] Group 3: Consumer Engagement - Brands are enhancing the emotional value of their products by creating unique experiences, such as offering free drinks to newlyweds and interactive activities at wedding receptions [14][16] - The integration of new tea beverages into social events reflects a broader change in consumer behavior, where the demand for convenience and experience is reshaping traditional dining customs [17][18]