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].

8月7日立秋，一年一度的秋天的第一杯奶茶如期开启。一大早，社交媒体的热搜榜便被相关话题牢牢占据，全天Top 50热搜中，相关词条稳定占据5席以 上，一场全民参与的消费狂欢再次上演。 各大品牌早已严阵以待，喜茶与日本人气IP CHIIKAWA的限定联名萌翻全场；瑞幸则携手《中国奇谭》的浪浪山小妖怪，打出"秋天第一杯，喝桂花系 列"的口号，并配合免单活动引导社交分享。 作为短兵相接的"前锋"品类，外卖平台也早已做好充分准备，美团的"立秋奶茶狂欢节"联合了超过25万家商户，发放逾5000万张满减券，强势驱动订单； 淘宝闪购更是集结了金晨、杨幂、李现、汪苏泷等全明星阵容，共同为这场秋日限定的甜蜜造势。 显而易见，秋天的第一杯奶茶已远远超越一个简单的网络热词，演变为每年立秋时节席卷中国社交媒体和消费市场的标志性文化现象与营销盛典。 那么，这个约定俗成的习惯，到底是如何形成的？ 01 秋天第一杯奶茶的三个阶段 秋天的第一杯奶茶的崛起，经历了从用户自发、品牌跟风到全行业主动策划的三个阶段。正是这三个阶段的演进，最终将其推上了国民级营销IP的宝座。 ●2020 年，原生传播，品牌跟风 许多人可能已经忘记，这个梗最初并非锁定在 ...

奶茶大战又来了。 8月7日，立秋已至。"秋天的第一杯奶茶"从2020年出现，这个热梗过了五年还未过时，这一天甚至被网友称为"奶茶界双11"，是每年商家和外卖 行业促销的固定节目。 美团宣布，8月7日请全体骑手喝秋天的第一杯奶茶。美团表示，平台将在线上线下同步发放270万杯新品奶茶券，近期所有跑过单的骑手都能免费 领取。不仅可以自己喝，还可以转赠给亲朋好友。此外，美团表示，立秋期间将向全国十多个知名茶饮品牌，赠送超万张免费"休闲理疗券"，并根 据门店实际情况分配给一线员工。店员朋友们可前往附近门店，享受40至60分钟的免费捏脚、推拿等服务，缓解工作辛劳。 另外，8月7日美团外卖宣布#美团外卖奶茶免单100万杯#今天是最后一天，同时，今天20万杯"秋天的第一杯奶茶"免单！ 淘宝闪购宣布即日起至8月10日，上淘宝搜"秋天第一杯"，每天抢超100万杯奶茶免单。 从上周末开始，许多奶茶店就已经"爆单"了。记者随机去了几家奶茶店，基本都是满负荷状态，柜台前围满等待取餐的骑手，店员一刻不停地做奶 茶、打印小票。 前方等待300杯、排队两小时 奶茶店再现"爆单" 与往年不同，今年的热潮似乎来得更早一些。 据钱江晚报报道，一家 ...

美团宣布，8月7日请全体骑手喝秋天的第一杯奶茶。美团表示，平台将在线上线下同步发放270万杯新品奶茶券，近期所有跑过单的骑手都能免费领取。 不仅可以自己喝，还可以转赠给亲朋好友。此外，美团表示，立秋期间将向全国十多个知名茶饮品牌，赠送超万张免费"休闲理疗券"，并根据门店实际情 况分配给一线员工。店员朋友们可前往附近门店，享受40至60分钟的免费捏脚、推拿等服务，缓解工作辛劳。 另外，8月7日美团外卖宣布#美团外卖奶茶免单100万杯#今天是最后一天，同时，今天20万杯"秋天的第一杯奶茶"免单！ 奶茶大战又来了。 8月7日，立秋已至。"秋天的第一杯奶茶"从2020年出现，这个热梗过了五年还未过时，这一天甚至被网友称为"奶茶界双11"，是每年商家和外卖行业促销 的固定节目。 淘宝闪购宣布即日起至8月10日，上淘宝搜"秋天第一杯"，每天抢超100万杯奶茶免单。 前方等待300杯、排队两小时 奶茶店再现"爆单" 与往年不同，今年的热潮似乎来得更早一些。 据钱江晚报报道，一家位于杭州教工路的茶饮门店店员告诉记者，"忙得飞起，做单的速度都赶不上出单的速度，备料都来不及。有的人凌晨就下单，早 上一开工，小票要打印长长的几米。 ...