从8元奶茶到校园火锅，餐饮品牌争夺高校餐桌

Core Viewpoint - The article discusses the growing competition among food and beverage brands in the university market, highlighting the potential for significant revenue generation and brand loyalty among young consumers [1][5][11]. Market Overview - The Chinese university dining market reached a scale of 483.28 billion yuan in 2023, with a compound annual growth rate (CAGR) of 31.6%. It is expected to grow to 544 billion yuan in 2024 and surpass 600 billion yuan in 2025 [6][8]. - The market is characterized by a coexistence of on-campus dining services (55.5%) and off-campus social dining (44.5%), indicating a competitive yet complementary landscape [8]. Consumer Behavior - University students are increasingly drawn to innovative food and beverage options, with brands like Nova Coffee and Haidilao adapting their offerings to cater to this demographic [4][7]. - The campus environment serves as a "third space" for students, combining dining with social interaction, which enhances brand engagement [7][10]. Brand Strategy - Brands view universities as critical venues for "mind share" acquisition, aiming to convert students into long-term customers. The transition from student to professional consumer is seen as a key opportunity [11][12]. - The coffee market is particularly targeted, with 90s and 00s generations showing a strong inclination towards coffee consumption, making campuses a strategic focus for brands [11]. Challenges and Considerations - While there is potential for long-term customer conversion, brands face challenges such as limited student purchasing power and shifting consumer preferences influenced by trends and social factors [12]. - Continuous innovation in products and services is essential for brands to maintain relevance and avoid losing student interest [12].