对此，今年8月-9月，巨量引擎携手雪花啤酒，以其旗下的经典老雪为核心产品，发起了一场"全国巡烤"主题营销活动，通过"地域化传播铺心智、明星活动 收流量、渠道转化促销量"的整合营销链路，将"烧烤配老雪"及背后的"老友社交"深度关联，打造全民消费记忆点，实现了双话题曝光量突破4.1亿，互动量 破千万，终端店团餐销量环比大幅提升，为品牌后续持续拓展市场筑牢了根基。 01 "一城一特色"引爆全域声量，夯实"烧烤局专属搭子"心智 当下，烧烤场景的营销正面临同质化挑战。部分品牌或依赖"全国统一广告投放"，导致内容与地域消费习惯脱节，传播难以触动人心；或局限于"单点门店 促销"，难以形成规模化声量，最终陷入"投了钱没认知，有认知没转化"的恶性循环。 这一困局的本质，在于品牌忽视了烧烤场景的地域属性与生意逻辑的绑定。烧烤不仅是消费行为，更是地域文化的载体，而消费者对啤酒的选择，实际上是 对地域烧烤体验的配套需求。经典老雪的破局点，在于抓住了"地域文化差异"这一核心，将 "烧烤配老雪" 的心智植入，转化为一场 "一城一特色" 的文化共 鸣。通过"本地达人深度联动+线上话题创新互动"的组合策略，进行区域市场的深度渗透，不仅为品牌 ...

Core Insights - The article highlights the rapid growth and success of the tea brand "梧桐姥姥" in the competitive Jiangsu-Zhejiang-Shanghai region, achieving significant sales milestones and expanding into new cities [1][3][5] Company Performance - "梧桐姥姥" has opened approximately 50 stores in Suzhou and has expanded to cities like Shanghai, Nanjing, and Fuzhou in 2023, with some stores achieving monthly revenues exceeding 600,000 yuan [3][5] - The brand's Shanghai store achieved a daily revenue of over 30,000 yuan shortly after opening, with plans for additional locations already underway [5][6] Marketing Strategy - The brand adopts a unique marketing approach, focusing on product quality rather than traditional advertising, with no dedicated marketing department and minimal ad spending [6][10] - "梧桐姥姥" emphasizes product transparency and quality, using high-quality ingredients and innovative recipes to drive customer loyalty and repeat purchases [8][11] Cultural Positioning - The brand leverages its Suzhou cultural heritage, incorporating local elements into its branding and product offerings, which resonates well with consumers [16][18] - The emotional connection created through branding, such as the use of familiar terms and culturally relevant themes, enhances customer engagement [12][14] Industry Trends - The article notes a broader trend of regional tea brands successfully expanding beyond their local markets, with many brands achieving impressive results despite having fewer than 100 stores [19][21] - The current market environment favors brands that can effectively communicate cultural narratives and emotional value, suggesting a potential shift in consumer preferences towards more localized and culturally rich offerings [22][23]

Core Viewpoint - The article discusses the rising popularity of Guizhou's traditional dessert "Bingjiang" (ice slurry) in major cities like Beijing, Shanghai, and Guangzhou, highlighting its unique ingredients and cultural significance [5][12][38]. Group 1: Product Overview - Bingjiang is a traditional Guizhou dessert made from ice, fruits, and glutinous rice, often served with crushed peanuts and soybean powder [6][10]. - The dessert has historical roots dating back to the Song Dynasty, evolving through various cultural influences over the centuries [7][9][11]. - It has become a popular summer treat, often paired with street food and available at various stalls and tea shops [12][15][34]. Group 2: Market Trends - Since last year, Bingjiang has gained traction as a trendy street food item, with many vendors specializing in it and prices ranging from 13 to 22 yuan [12][13]. - Major tea brands have incorporated Bingjiang into their summer menus, significantly boosting sales [15][16]. - New specialty stores focusing solely on Bingjiang have emerged in cities like Shanghai and Shenzhen, offering various flavors and combinations [24][27][31]. Group 3: Factors Behind Popularity - The dessert's unique texture and flavor profile, combining smoothness with a chewy consistency, have contributed to its appeal [40][41]. - Bingjiang's simple preparation process and low cost make it an attractive option for entrepreneurs, with production costs around 3 to 8 yuan per cup [48][50]. - Its strong regional identity and seasonal relevance resonate well with consumers, especially as Guizhou becomes a popular tourist destination [51][53]. Group 4: Cultural Significance - Bingjiang serves as a bridge between traditional and modern culinary practices, preserving historical recipes while adapting to contemporary tastes [54][55]. - The dessert's ingredients reflect the wisdom of local ethnic groups, enhancing its cultural value [51][56]. - It has become a symbol of Guizhou's culinary heritage, appealing to both locals and tourists [61]. Group 5: Health and Innovation - The dessert has been adapted to meet health-conscious consumer demands, with options like zero-sugar versions and functional ingredients [57][58]. - Innovative combinations with other ingredients, such as yogurt and various fruits, have expanded its market appeal [36][60]. - The integration of Guizhou's unique ingredients into broader tea and beverage offerings has redefined their health benefits and market positioning [62][66]. Conclusion - The rise of Guizhou's Bingjiang is not merely a trend but a cultural phenomenon that combines food innovation, health consciousness, and regional pride, positioning it as a potential staple in the dessert market [74].

Core Viewpoint - The "Su Super" league has gained significant popularity, attracting numerous sponsors and creating a competitive marketing landscape among major players like JD, Alibaba, and Meituan, each employing distinct strategies to engage consumers and enhance brand visibility [1][2][29]. Group 1: JD's Strategy - JD has become the official strategic partner of the "Su Super," engaging in multi-dimensional cooperation that includes event marketing, cultural entertainment, and public fitness initiatives [7][10]. - The partnership allows JD to frequently showcase its brand through event advertisements and live broadcasts, establishing a solid foundation for future marketing activities [7][10]. - JD has launched various promotional activities, such as offering significant discounts on local specialties and food deliveries after matches, which has led to a notable increase in platform consumption [12][15]. - The interactive guessing game for match outcomes has attracted substantial user engagement, with a live event drawing over 1.15 million viewers and generating 135,000 orders [15]. - JD's sales data indicates a remarkable increase in orders, with a tenfold rise in Jiangsu's delivery orders and an 82% year-on-year growth in local specialty sales [27][28]. Group 2: Alibaba's Approach - Alibaba has adopted a "scattered sponsorship" strategy, with its brands like Taobao, Alipay, and Huabei sponsoring various teams, creating a sponsorship matrix that enhances brand visibility [31][50]. - The brands have tailored their marketing messages to resonate with local culture, such as using regional dialects and themes to connect with fans [38][54]. - Alipay reported a 12% increase in offline payment transactions in Jiangsu during the "Su Super," indicating effective integration of payment and consumer engagement strategies [55]. Group 3: Meituan's Tactics - Meituan has not sponsored the league outright but has implemented extensive consumer subsidies across various cities, significantly increasing user engagement and platform usage [62][76]. - The company has introduced themed dining packages and promotional activities that have led to a fourfold increase in orders for "Su Super" themed meals since June [68][71]. - Meituan's data-driven marketing approach has allowed for personalized promotions based on local preferences, resulting in substantial sales growth for specific food items [79]. Group 4: Industry Insights - The "Su Super" has demonstrated the effectiveness of combining regional culture with mass participation in marketing strategies, suggesting that brands should leverage local characteristics to enhance consumer connection [80]. - The evolution of event marketing has shifted from mere brand exposure to a comprehensive ecosystem integration, with companies like JD, Alibaba, and Meituan constructing closed-loop consumption ecosystems [82]. - The rising popularity of the "Su Super" has created a demand for quantifiable marketing ROI, prompting brands to develop multi-dimensional evaluation systems to optimize their marketing strategies [83]. - The competition among major platforms represents a broader struggle for consumer attention and resource integration, highlighting the need for brands to convert short-term engagement into long-term brand equity [85].