Group 1 - The core event is the launch of Alibaba's "Spring Festival 3 Billion Free Orders" campaign, which generated significant consumer interest and led to a surge in orders, reaching 10 million within 9 hours of launch [1] - The campaign's free order cards were initially set to expire on February 23 but were extended to February 28 to accommodate consumer demand, allowing purchases not only for milk tea but also for various food items [1] - The campaign caused operational chaos in many tea beverage stores across the country, with reports of overwhelmed staff and systems crashing due to the high volume of orders [1][2] Group 2 - The sudden spike in demand positively impacted the stock performance of tea beverage companies, with notable increases in share prices for brands like Cha Bai Dao (up 6.08%) and Gu Ming (up 3.58%) on February 6 [2] - The new tea beverage market has seen a slowdown in growth, with projections indicating a market size exceeding 300 billion yuan by 2025, but growth rates have dropped from over 20% to single digits [3] - External support from major platforms like Alibaba provides a significant boost to tea brands, enhancing brand visibility and customer acquisition at a low cost, which is seen as a profitable opportunity for these companies [4] Group 3 - The promotional activity is part of a broader trend of competition among internet giants for user acquisition, which has implications for the tea beverage industry as it benefits from increased consumer engagement [6][8] - The immediate impact of the subsidy campaign was evident, with over 1 million orders placed through the app within 3 hours of launch [7] - Despite the short-term stock price declines for Alibaba due to the costs associated with the subsidy, analysts suggest that such investments are crucial for long-term user retention and market positioning [9]

记者丨张伟泽 见习记者林芊蔚 编辑丨和佳 视频｜王学权 2月6日，阿里千问上线"春节30亿免单"，发放奶茶免单卡， 引发全网关注。截至当日上线9小 时，订单量已飙升至1000万单。6日晚上，千问官方微博发文："今天累垮了，球球大家明天再 来。" 2月7日， 千问宣布，将免单卡有效期从2月23日延长至2月28日。 "今天很多朋友抢到的免单 卡还没来得及用，担心后面用不了。我们决定：将免单卡有效期从2月23日延长至2月28日，为 大家带来更从容的下单体验！以及，再次提示：免单卡不仅可以买奶茶，也可以买早餐、中 餐、鸡蛋、青菜….还能攒着买年货！" 据《科创板日报》报道，记者在苏州吴江区一家蜜雪冰城门店看到，4名工作人员不停忙碌， 吧台上堆积着四五十杯待取奶茶，3名穿着美团骑手服排队等候。 "今天都要疯了，单子根本就做不完。" 该门店一工作人员表示，其本来是休息的，早上开始 单子突然爆了，店长就临时让他来加班，目前已经做了800多杯，比平时多了3倍，更有消费者 一次性下单20杯，这样的订单密度远超去年外卖大战时期。 终端的混乱并非个例，全国多地茶饮门店均出现点单系统瘫痪、订单积压的情况，不少门店被 迫挂出"店铺已休 ...

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