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]

Core Viewpoint - The tea beverage industry is experiencing a significant marketing push with the "first cup of autumn" campaign, leading to high engagement on social media and increased sales across various brands [1][5]. Group 1: Marketing Strategies - Tea brands are launching promotional activities such as "gold giveaways" and "honorary certifications" to attract customers, with notable campaigns from brands like Hu Shang A Yi and Yi He Tang [2]. - The collaboration with popular IPs is driving sales, as seen with Hi Tea's partnership with the trending IP "CHIIKAWA" and Nayuki's collaboration with the mobile game QQ Speed, resulting in long queues and high order volumes [3]. - Major coffee brands like Starbucks and Luckin Coffee are also participating in the autumn marketing frenzy, introducing seasonal products that resonate with younger consumers [3]. Group 2: Sales Performance - The "first cup of autumn" campaign has led to a significant increase in sales, with Nayuki's sales on the day of the event surging by 500% [3]. - The overall sales volume for tea beverages during the autumn festival is projected to reach new heights, with over 200,000 tea shops participating and total sales exceeding 53 million cups, marking a 34% increase from the previous year [4][5].

Core Insights - The phenomenon of "the first cup of milk tea in autumn" has evolved into a significant cultural and marketing event in China, transcending its initial status as a social media trend [3][4][26] - The event has become a national consumption symbol, reflecting the desire for ritual and emotional connection among consumers [26] Group 1: Evolution of the Event - The rise of "the first cup of milk tea in autumn" has gone through three stages: spontaneous user engagement, brand follow-up, and proactive industry planning [4][11] - In 2020, the trend began with a viral social media post, leading to significant engagement and sales growth for various milk tea brands, with some reporting sales increases of 300-400% [7][11] - By 2021, brands shifted from passive participation to actively leading the conversation, with marketing campaigns starting earlier and becoming more strategic [8][10] Group 2: Marketing Strategies - Since 2022, the event has transformed into a standardized marketing ritual, with brands treating it as a key promotional node similar to traditional festivals [11][12] - Brands have increasingly focused on product innovation and collaborations with popular IPs to enhance engagement and sales, with significant sales spikes reported during the event [12][13] - In 2024, over 200,000 beverage stores participated, selling more than 53 million cups of milk tea, marking a 34% year-on-year increase [13] Group 3: Consumer Engagement - The event has successfully symbolized emotional connections, allowing consumers to express care and affection through the act of purchasing milk tea [15][16] - Low participation costs and simple engagement methods have contributed to the widespread adoption of the event, making it accessible to a broad audience [21][22] - The phenomenon encourages user-generated content (UGC), emphasizing the importance of authentic consumer engagement over traditional brand-driven marketing [22] Group 4: Implications for Brands - Brands are encouraged to create emotional significance around their products, transforming ordinary purchases into meaningful rituals [15][26] - The integration of products with specific seasonal contexts enhances consumer motivation and justifies purchasing behavior [23][24] - The success of this event highlights the need for brands to find unique emotional connections with consumers, establishing their products as essential elements in significant life moments [26]

Group 1 - The "first cup of milk tea in autumn" promotion continues to be a significant event in the beverage industry, with August 7 being referred to as the "Double 11 of the milk tea industry" [1] - Meituan announced the distribution of 2.7 million new milk tea vouchers to delivery riders, allowing them to enjoy the first cup of autumn milk tea for free [1] - Taobao Flash Sale is offering over 1 million free milk tea cups daily until August 10, encouraging consumer engagement [4] Group 2 - Many milk tea shops are experiencing overwhelming demand, with reports of long queues and significant order backlogs, indicating a surge in consumer interest [7] - A specific milk tea brand's collaboration event led to a spike in orders, with some locations reporting wait times of up to 126 minutes [9] - The popularity of limited edition items, such as ceramic cup sets, has contributed to rapid sellouts, showcasing consumer enthusiasm for unique offerings [10] Group 3 - The delivery service Ele.me faced significant operational challenges, with users reporting issues such as order delays and system crashes, leading to trending discussions on social media [13][15] - Meituan's promotional activities have sparked discussions online, particularly regarding the "霸王茶姬" voucher recall incident, which affected many users [24] - Meituan has since addressed the concerns regarding the voucher system, indicating a return to normal operations and encouraging users to retry their orders [27]

Group 1 - The "first cup of milk tea in autumn" promotion continues to be a significant event in the beverage industry, with companies like Meituan and Taobao launching extensive campaigns to attract customers [1][3] - Meituan announced the distribution of 2.7 million new milk tea vouchers to delivery riders, allowing them to enjoy free drinks and share with friends [1] - The promotion has led to a surge in demand, with many tea shops experiencing overwhelming orders and long wait times for customers [5][6] Group 2 - The promotional activities have resulted in significant customer engagement, with reports of customers queuing for hours and some stores running out of popular items [8][9] - Social media buzz around the promotions has highlighted customer frustrations with delivery services, particularly with Ele.me experiencing system failures and delays [11][14] - Meituan faced backlash over the recall of certain promotional vouchers, but later clarified the situation and encouraged customers to redeem their vouchers [20][21][24]