Group 1 - The core idea of the articles emphasizes the shift in consumer behavior towards experiential and immersive celebrations for New Year's, particularly among younger demographics, highlighting the importance of "how to celebrate" rather than just "where to go" [1][2][3] - The trend of "ceremony economy" is becoming a significant driver of consumption, as people seek emotional outlets and meaningful experiences during festive occasions like New Year's [1][2] - Cities and businesses are responding to this demand by offering diverse New Year's experiences, with popular attractions like Shanghai Disneyland's light show and fireworks, as well as increased interest in destinations like Hainan for "warm winter travel" [2] Group 2 - The focus on "how to celebrate" reflects a societal shift from material abundance to spiritual pursuits, where young consumers prioritize unique and resonant experiences over traditional sightseeing [2][3] - The competition among destinations and businesses is evolving to create compelling "ceremony scenes" that resonate with specific consumer expectations for meaningful moments [3] - The value of New Year's celebrations is redefined as individuals seek to invest in experiences that foster lasting memories and emotional connections, making them the creators of their own life rituals [3]

Core Insights - The concept of "the first cup of milk tea in autumn" has evolved into a seasonal marketing phenomenon, significantly driving sales in the milk tea industry [3][12][14] - The surge in demand has led to long queues and increased order volumes, with some stores reporting online orders doubling compared to normal days [4][6][10] Sales Surge - Many milk tea shops are experiencing a dramatic increase in daily sales, with some locations selling over a hundred cups per day [2][10] - On August 7, a popular milk tea brand reported a peak of over 300 online orders, with customers facing wait times of up to three hours [4][6] Consumer Behavior - The trend is characterized by young consumers treating the purchase of milk tea as a social ritual, often sharing their experiences on social media [12][13] - Brands are leveraging this behavior by creating seasonal packaging and marketing strategies that resonate with the emotional and social aspects of consumption [13][14] Supply Chain Impact - The overwhelming demand has led to supply shortages in several stores, with many popular items marked as sold out and some locations temporarily halting online orders [6][10] - Delivery riders are facing significant delays, with reports of wait times exceeding four hours for some orders [9][10] Marketing Strategy - The successful integration of seasonal elements and social attributes into marketing strategies is reshaping the new tea beverage industry's approach to consumer engagement [12][14] - The phenomenon highlights the importance of emotional resonance in consumer experiences, suggesting that brands that can transform products into social currency will capture the attention of younger consumers [14]