古茗品牌监测报告

Industry Overview - The ready-to-drink tea market has shown strong recovery post-pandemic, with the market size expected to reach 349.5 billion yuan in 2024, maintaining high growth momentum [5] - The ready-to-drink tea industry experienced a 24% year-on-year increase in consumer awareness, with Gu Ming's awareness growing at a similar rate of 23% [7] - The industry is highly competitive, with top 20 brands achieving rapid growth, and emerging brands like Ba Wang Cha Ji leading the market [9] Gu Ming's Market Positioning - Gu Ming has entered the mature brand segment, showing stable growth and positioning itself as a top player in the fruit tea category [9] - The brand's product portfolio is driven by three key categories: milk tea, fruit tea, and tea coffee, with milk tea contributing 73% of the brand's awareness [14] - Gu Ming's fruit tea products have multiple hit items, while its tea coffee segment is still in the early stages of development [14] Consumer Insights - Gu Ming's social media awareness has fluctuated but shown an upward trend, with key peaks during spring and summer seasons, driven by new product launches and collaborations [18] - The brand's core pricing strategy focuses on the mid-range segment (13-16 yuan), with signature products like Longjing Xiang Qing Tuan and Yang Zhi Gan Lu positioned in this range [20] - Gu Ming's consumer base is primarily composed of Gen Z females, with a strong presence among college students and working professionals, who prefer content related to food, fashion, and casual photography [25] Product Strategy - Gu Ming's seasonal product strategy emphasizes refreshing and fruity flavors in spring and summer, while richer and smoother flavors dominate in autumn and winter [28] - The brand's health-focused product line has seen a 2x+ increase in related content, with upgrades to its original leaf fresh milk tea series aligning with the health-conscious trend in the tea industry [35] Social Media Marketing - Gu Ming's collaboration with "Tian Guan Ci Fu" significantly boosted its brand awareness on Douyin, although a food safety incident in March led to negative public sentiment [39] - On Xiaohongshu, Gu Ming's collaborations and user-generated content around product customization drove high engagement, with product ingredients, seasonal fruits, and popular items being the main topics of discussion [49] - The brand's marketing budget on Douyin decreased by 48% year-on-year, with a focus on top-tier influencers and food-related content creators [43] - On Xiaohongshu, Gu Ming's marketing investment increased by 223%, with a preference for primary and mid-tier influencers, particularly in the food category [53] Key Campaigns - Gu Ming's collaboration with "Love and Deep Space" generated significant online and offline buzz, with user-generated content around product customization extending the campaign's impact [60]