"稀缺"似乎永远是市场的催化剂。 近日，农夫山泉推出的生肖水在网络上爆火。在二手平台上，一套涵盖2016年至2025年的生肖水，已被炒至1680元。 这套生肖水，开始于2016年的"金猴瓶"，农夫山泉推出典藏版玻璃瓶水，此后每年推出一款新年生肖典藏版，到2026年已经累积11款生肖。农夫山泉向媒 体回应称，生肖水的水源取自长白山莫涯泉，瓶身设计耗时三年，十一年来始终"只送不卖"。 社交媒体上，网友对这一现象褒贬不一。有人不解"不就是水吗？这也能炒"，也有人认为"千金难买心头好"。 01 谁在卖，谁在买？ 凤凰网《风暴眼》发现，在二手平台与社交电商上，农夫山泉生肖水的交易已形成一个小型市场，价格因年份与稀缺程度差异显著。 在闲鱼上，2026年新推出的"马年"款多为35元一套（每套两瓶），而2016年首发的"猴年"款因存量稀少，价格可达300元至800元。 有黄牛在统一收购生肖水，抖音上甚至出现了专门的销售店铺。其中龙年一套158.8元，蛇年148.8元，随机年份的空瓶单只48.8元。新上市的"马年"标价 218.8元，目前显示缺货。 市场背后是形形色色的参与者。 卖家张洋对凤凰网《风暴眼》介绍，当他妈妈发现可以 ...

Core Insights - McDonald's has reintroduced a classic milkshake that had been discontinued for years, leading to a surge in consumer demand and significant price inflation on secondary markets [1][3] Group 1: Product Launch - The milkshake was made available in 13 cities starting from August 13 and will be sold until August 31, featuring strawberry and vanilla flavors at a price of 15 yuan per cup [3] - Due to limited supply and no online sales, many stores are experiencing shortages, with customers waiting one to two hours and potentially facing sold-out situations [3] Group 2: Market Response - The high demand has led to a rise in reselling activities, with various listings on secondary platforms showing inflated prices; for instance, two cups originally priced at 30 yuan are being sold for 110 yuan by resellers, excluding delivery fees [3] - On weekends, the price for two cups can escalate to 150 yuan, and some posts indicate that the queueing service alone can cost 88 yuan [3] Group 3: Supply Dynamics - In Beijing, McDonald's milkshakes are available all day without time restrictions, but availability depends on the daily stock of ingredients [3] - Globally, many McDonald's locations offer milkshakes as regular menu items at prices comparable to around ten yuan [3]

Group 1 - The core point of the article highlights the unexpected surge in popularity and price of the "Red Scream" beverage from Nongfu Spring, which has transformed from a poorly rated drink to a highly sought-after product, referred to as "liquid gold" [1][3] - The beverage was initially sold at 75 yuan per box (5 yuan per bottle) and quickly sold out, leading to a dramatic price increase on secondary markets, with prices reaching up to 8,900 yuan per box, representing a 118-fold markup [3][4] - The stock price of Nongfu Spring rose significantly, reaching 47.4 HKD, a 5.57% increase, and the market capitalization surpassed 530 billion HKD, marking a new high since January 2022 [1][5] Group 2 - Nongfu Spring's revenue for the first half of the year is expected to grow by 18% year-on-year, with profits increasing by 20%, driven by strong performance in tea and juice segments [5][6] - The company has successfully shifted its product strategy, with tea beverage revenue surpassing bottled water for the first time, and new flavors contributing to over 20% growth in the tea segment [6][7] - The competitive landscape has shifted due to the internal family dispute at Wahaha, leading to a decline in Wahaha's market share, which Nongfu Spring is poised to benefit from [7]

Core Viewpoint - The article discusses the surprising resurgence of the previously unpopular beverage "Red Scream" from Nongfu Spring, which has seen its price skyrocketing in the second-hand market despite being criticized as one of the "most undrinkable beverages" in China [5][7][10]. Group 1: Product Background - "Red Scream" was launched by Nongfu Spring targeting white-collar workers and brain workers with a "ginseng compound fruit flavor" [6]. - The beverage faced severe backlash upon release, receiving negative reviews and being labeled as one of the "top 5 most undrinkable beverages" in China [7][9]. - Following its poor market performance, "Red Scream" gradually faded from the market around 2018 [9]. Group 2: Recent Developments - In 2024, to celebrate the 20th anniversary of the "Scream" brand, Nongfu Spring decided to relaunch a limited edition of "Red Scream," with 10,000 boxes available at a price of 75 yuan per box (5 yuan per bottle) [14][15]. - The limited edition sold out within three days on e-commerce platforms, despite its short shelf life of 12 months [16][17]. Group 3: Market Reaction - The second-hand market has seen prices for "Red Scream" bottles rise to between 48 and 200 yuan, with entire boxes being listed for as much as 1,000 yuan, marketed as "limited edition collectibles" [19]. - This phenomenon raises suspicions about the involvement of professional second-hand sellers capitalizing on the "limited edition" label [25]. Group 4: Consumer Behavior - The article notes that some consumers may be purchasing the beverage out of curiosity or nostalgia, wanting to experience the infamous taste for themselves [26][30]. - Content creators on social media are also buying such products to create engaging content, further driving demand [30][31]. Group 5: Company Response - Nongfu Spring has responded to the price inflation by stating that they will report the situation to relevant authorities and that future sales will depend on actual market performance [35]. - The company emphasized that the product contains beneficial ingredients, but the limited edition is nearing its expiration date, which could pose safety risks [38].