热销1900万杯，更送出除夕骑士关怀：益禾堂春节档的销售与温度并行

Core Insights - The company, Yi He Tang, successfully launched a comprehensive strategy for the Lunar New Year 2026, themed "Bamboo Starts a New Year, Dreams Ride the Horse," focusing on visual innovation, new product launches, themed store renovations, and social responsibility initiatives [1] Sales Performance - During the Spring Festival consumption window, Yi He Tang achieved a remarkable sales milestone, surpassing 19 million cups, representing a 35% year-on-year growth [3] - The classic product "Yi He Roasted Milk" sold 2.5 million cups, while the new "Bamboo Fragrance" series sold over 1.1 million cups, indicating strong performance in both established and new product lines [3] - Online orders reached 6 million cups, while offline stores accounted for approximately 13 million cups, showcasing a complete consumer engagement chain [3] Brand Engagement - Yi He Tang effectively transformed sales into brand visibility during the Spring Festival, achieving over 350 million exposures on social media related to their high-end designer collaborations and new product launches [5][7] - The brand's system expression capability, encapsulated in the theme "Yi Qu Dong Fang Jing Qing Nian," resonated deeply with the young consumer demographic [6] Visual and Product Innovation - The visual aspect of the campaign featured a new Spring Festival visual system developed in collaboration with international illustrator Charlotte Gastaut, integrating traditional aesthetics with modern design [6] - The "Bamboo Fragrance" product line, inspired by bamboo, combines fresh milk and cheese to appeal to younger tastes, becoming a popular choice for festive gatherings [9] Store Experience - A total of 181 themed stores were renovated to enhance the immersive experience, with the visual system extending to packaging and store displays, creating a cohesive online-to-offline experience [10] Social Responsibility - On New Year's Eve, Yi He Tang initiated the "New Year's Warmth" action across over 1,500 stores, providing free warm meals to delivery riders, demonstrating the brand's commitment to social responsibility [12] - This initiative received positive feedback from both riders and consumers, reinforcing the brand's image as caring and responsible [12]