柠檬水被6元倒卖，蜜雪冰城不如顺势在景区搞「雪王摊位」

Core Viewpoint - The article discusses the unexpected entrepreneurial success of an individual who resells lemonade from a popular beverage brand, highlighting the dynamics of consumer behavior and market opportunities in the fast-moving consumer goods sector [4][20]. Group 1: Market Dynamics - The price increase of 1 yuan by the brand last year led to significant public backlash, yet the brand's lemonade is now perceived as a bargain at 6 yuan during peak summer heat [4][5]. - The individual, known as "Zhan Lingyun," capitalized on the high demand for refreshing beverages in tourist areas, selling the lemonade at a price lower than competing products, thus attracting customers [11][15]. - The strategy of sourcing products through delivery platforms allowed for cost savings and high profit margins, with a reported gross margin of 44% on each cup sold [19]. Group 2: Brand and Legal Considerations - The brand has a history of protecting its trademark rights vigorously, having recently won a case against a competitor for trademark infringement, resulting in a 5 million yuan penalty [21]. - Legal experts suggest that while reselling products purchased through legitimate channels may not constitute illegal activity, operating without proper business licenses poses significant risks [25][23]. - The brand's response to the situation remains ambiguous, indicating potential challenges in balancing support for entrepreneurship with protecting its market interests [26][28]. Group 3: Competitive Landscape - The article notes that other beverage brands have also explored street vending as a strategy, indicating a trend among established brands to engage directly with consumers outside traditional retail environments [36][39]. - The success of street vending by established brands can enhance brand visibility and consumer trust, as they offer standardized products in informal settings [45][46]. - The article suggests that the brand could benefit from establishing its own vending operations in tourist areas to directly meet consumer demand and counteract unauthorized resellers [49][52].