从立秋限定到更长周期：2025年“秋天第一杯奶茶”生变

Core Viewpoint - The "Autumn Milk" event, initially a one-day promotion on the first day of autumn, has evolved into a 10-day marketing campaign, reflecting the competitive landscape of the takeaway industry and the need for brands to prepare well in advance [1][8]. Supply Chain Changes - The preparation for the "Autumn Milk" event began two weeks prior to the peak sales day, with brands like Sweet Lala and Yihe Hall initiating stock orders and inventory checks well in advance [4]. - Brands are standardizing their product offerings, focusing on high-selling items like "Qingfeng Meihua" and "Yiteng Quanfufu," while reducing reliance on perishable fresh fruit products [5]. - Digital systems are being adopted to better forecast demand and manage inventory, with brands like Ningji using historical data to guide stocking decisions [6]. Marketing Cycle Changes - The marketing cycle for "Autumn Milk" has expanded from a single day to a 10-day promotional period, allowing brands to engage in various marketing activities each day [8][9]. - The event has become a significant annual promotion akin to "Double 11," with brands leveraging social media and influencer partnerships to drive sales [8]. - The extended period allows for better operational management, reducing pressure on the peak day and enhancing customer decision-making [9]. Strategic Changes - Historically, brands employed a strong pricing strategy during "Autumn Milk," but this year, many are increasing discounts and promotional efforts to boost sales [11]. - Companies are focusing on long-term customer retention strategies, with brands like Ningji and Yihe Hall implementing dual-track approaches to attract new customers while nurturing existing ones [12]. - The goal is to transition public traffic from delivery platforms to private channels, enhancing customer loyalty and profitability [12].