现在的奶茶名，像皇帝赐的封号...

Core Viewpoint - The evolution of tea drink naming reflects the intense competition in the new tea beverage market, with brands increasingly adopting complex and artistic names to stand out and attract consumers [6][15][16]. Group 1: Naming Trends - Recent discussions highlight the trend of increasingly complex and culturally rich names for tea beverages, with examples like "桃花酿" and "琉璃月" [6][10]. - Brands like 霸王茶姬 and 茶颜悦色 have introduced names that are poetic and artistic, which may confuse consumers unfamiliar with the products [8][12]. - The naming trend is seen as a response to market saturation and the need for differentiation, as brands strive to create unique identities [16][18]. Group 2: Market Dynamics - The new tea beverage market in China is projected to reach approximately 354.7 billion yuan in 2024, with a year-on-year growth of 6.4% [16]. - The competition has led to a focus on product innovation and differentiation, as brands seek to attract new customers while retaining existing ones [16][21]. - Seasonal trends, such as the popularity of lychee in summer, have prompted brands to launch new products that align with consumer preferences [21]. Group 3: Consumer Behavior - Unique product names serve as a "emotional password," appealing to younger consumers' desire for novelty and social media engagement [21][23]. - The concept of "情价比消费" suggests that consumers are increasingly valuing the emotional experience associated with products, not just their price [23]. - However, overly complex names can lead to increased cognitive load for consumers, potentially deterring them from making purchases [27]. Group 4: Marketing Strategies - Collaborative marketing strategies, such as IP partnerships, have become common, with 72 such collaborations reported in the first half of the year [23]. - Successful collaborations require innovative product offerings that can capture consumer interest and drive sales [23]. - Brands must balance unique naming with clarity to avoid alienating consumers who may struggle to understand complex names [27][28].